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A plea for
                       gradual
                       engagement.
                       Why brands should commit acts,
                       not ads and design conversation-
                       worthy campaigns.
                       But, most importantly, why they
                       should stop campaigning and
                       start gradually engaging.



                                                                                 Photo: Skittles
© InSites Consulting




                       Polle de Maagt (Insites Consulting) for KoeweidenPostma

                                                                                       Conversation readiness   1
Hello. I am Polle de Maagt.
                       I failed in most things during my
                       life (including being a rock star) but am
                       still trying to reach #worlddomination.
                       This time by helping companies change
                       to be more about acts and
                       conversations, less about ads.
                       Guess that makes me a change agent.
© InSites Consulting




                                                                   Conversation readiness   2
Before I forget: follow @polledemaagt
                            #shamelessselfpromotion
© InSites Consulting




                                                          Conversation readiness   3
From ads to acts.
                       Consumers (finally) forced brands to stop talking in remarkable ways (aka
                       remarkable advertising campaigns) and start doing stuff that actually made a
                       difference in consumers’ lives.
© InSites Consulting




                                                                                         Conversation readiness   4
From ads to acts: KLM showed they were really
                       recognizing the person behind every customer.
                       With the KLM Surprise campaign, they surprised customers based on their
                       Foursquare and Twitter checkins. Talking about remarkable customer service …
© InSites Consulting




                                                                                           Conversation readiness   5
From ads to acts: Nike
                       changed the way
                       people run.
                       Nike could have done another
                       advertising campaign. Instead, they
                       did everything to create the coolest
                       running club ever, the Nike
                       RunHouse.
                       And they went even further, they
                       used smart technology to make
                       people run different routes and
                       longer distances: the Nike+ Graffiti
                       Challenge.
© InSites Consulting




                                             Conversation readiness   6
Paid




                                                   Earned          Owned




                       Towards conversation-worthy acts.
                       Brands expanded their paid presences into owned and earned presences. That
                       meant they started to design campaigns and acts to be conversation-worthy,
                       that would travel through offline and online conversations.
© InSites Consulting




                                                                                     Conversation readiness   7
Isn’t she cute? It helped Antwerp Zoo to capitalize on
                       their unused potential: their animals and employees.
                       It brought them 300.000 extra visitors, a nomination for product of the year and the
                       best thing … the number one carnival suit of that year.
© InSites Consulting




                                                                                                Conversation readiness   8
Design to be conversation-worthy on every level.
                       Design your acts to be worth talking about and worth sharing. Plan for
                       touchpoints, people and conversion.
© InSites Consulting




                                                                                          Conversation readiness   9
… and finally, (gradual) engagement.
                       We came from acquisition to retention to advocacy. It isn’t so much about reach,
                       it’s more about engagement. It isn’t so much about campaigns, it is about
                       gradual engagement.
                       Because conversations aren’t a seasonal thing, it’s a 24/7/365 thing.
© InSites Consulting




                                                                                         Conversation readiness   10
Facebook forces
                       engagement.
                       A lot of campaigns are designed to
                       collect Facebook likes. To be able
                       to tap into the consumer news
                       feed, however, a consumer had to
                       have a recent interaction with a
                       brand.
                       "News Feed (…) is a constantly
                       updating list of stories from people
                       and Pages that you follow (…)
                       bases this on a few factors: how
                       many friends are commenting on
                       a certain piece of content, who
                       posted the content, and what type
                       of content it is (e.g. photo, video, or
                       status update)".
© InSites Consulting




                                             Conversation readiness   11
Gradual engagement.
                       Gradual engagement starts from small interactions between brands and consumers.
                       Interactions, to engage consumers by little baby steps. Small steps that, all together,
                       make a giant leap. But more importantly, people are engaged 24/7/365, not just
                       during campaigning season.
© InSites Consulting




                                                                                                Conversation readiness   12
Example? Skittles’ smart triggers.
                       Using great copy and teasing visuals Skittles engages thousands of consumers every
                       single time they post a wallpost on Facebook. It creates a continuous stream of small
                       but extremely pleasant interactions.
© InSites Consulting




                                                                                              Conversation readiness   13
Engagement funnel.
                       Engagement isn’t just for fun. We’re working to build a brand here. Interactions
                       should be designed to engage consumers, not to spam them or yelling louder
                       and actually take them further into brand engagement.
© InSites Consulting




                                                                                           Conversation readiness   14
Engagement funnel: campaigns versus programs.
                       Campaigns are large adhoc efforts to force reach. Programs are constant small
                       interactions to activate consumers to stay engaged or (preferably) move further into the
                       engagement funnel.
                       Thanks to my buddy Jourik Migom for highlighting the difference between campaigns and programs.




                                                          Large
                                                      campaign to
                                                         gather
                                                        followers



                                                                                  Compelling
                                                                                    copy

                                              Adwords
                                             campaign
© InSites Consulting




                                                                                                                         Conversation readiness   15
Il Giglio d’Oro, a pretty simple bed & breakfast in
                       Firenze turned every customer into an advocate.
                       It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in
                       Europe. Conversion between stumbling and endorsing.
© InSites Consulting




                                                                                              Conversation readiness   16
Blurb goes the
                       distance in stimulating
                       people to talk about
                       them.
                       Try measuring the Net Promoter
                       Score to see how likely it is that your
                       colleagues will recommend your
                       company.
                       Conversion between following
                       and endorsing / contributing.
© InSites Consulting




                                                                 Conversation readiness   17
Turkcell created a continuous live interaction.
                       To promote it’s mobile offering, Turkcell created a live twitter-based game.
                       Based on twitter interactions, post-its would be removed, changed or added.
                       Conversion from stumbling to folllowing / endorsing / contributing.
© InSites Consulting




                                                                                          Conversation readiness   18
Let me know what you think of gradual engagement.
                       It’s still a concept I’m working on. It’s pretty much beta. So, feel free to comment,
                       add or criticize via polle@insites.eu, @polledemaagt or
                       polle.me/gradualengagement.
© InSites Consulting




                                                                                              Conversation readiness   19
You can forget most of my marketing lingo.
                       But please, remember these 3 things.
© InSites Consulting




                                                                    Conversation readiness   20
1) Design to be conversation-worthy on every level.
                       Design your acts to be worth talking about and worth sharing. Plan for
                       touchpoints, people and conversion.
© InSites Consulting




                                                                                            Conversation readiness   21
2) Plan for engagement.
                       Engagement isn’t just for fun. We’re working to build a brand here. Interactions
                       should be designed to engage consumers, not to spam them or yelling louder
                       and actually take them further into brand engagement.
© InSites Consulting




                                                                                           Conversation readiness   22
3) Combine campaigns and gradual engagement.
                       Gradual engagement starts from small interactions between brands and consumers.
                       Interactions, to engage consumers by little baby steps. Small steps that, all together,
                       make a giant leap. But more importantly, people are engaged 24/7/365, not just
                       during campaigning season.
© InSites Consulting




                                                                                                Conversation readiness   23
I hope I was conversation-worthy.
                       If so: spread the word.
                       Find me on twitter (@polledemaagt) or
                       just send me an email at
                       polle@insites.eu.

                       Download the presentation at
                       http://polle.me/koeweidenpostma
© InSites Consulting




                                                               Conversation readiness   24
"A plea for gradual engagement" for KoeweidenPostma

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"A plea for gradual engagement" for KoeweidenPostma

  • 1. A plea for gradual engagement. Why brands should commit acts, not ads and design conversation- worthy campaigns. But, most importantly, why they should stop campaigning and start gradually engaging. Photo: Skittles © InSites Consulting Polle de Maagt (Insites Consulting) for KoeweidenPostma Conversation readiness 1
  • 2. Hello. I am Polle de Maagt. I failed in most things during my life (including being a rock star) but am still trying to reach #worlddomination. This time by helping companies change to be more about acts and conversations, less about ads. Guess that makes me a change agent. © InSites Consulting Conversation readiness 2
  • 3. Before I forget: follow @polledemaagt #shamelessselfpromotion © InSites Consulting Conversation readiness 3
  • 4. From ads to acts. Consumers (finally) forced brands to stop talking in remarkable ways (aka remarkable advertising campaigns) and start doing stuff that actually made a difference in consumers’ lives. © InSites Consulting Conversation readiness 4
  • 5. From ads to acts: KLM showed they were really recognizing the person behind every customer. With the KLM Surprise campaign, they surprised customers based on their Foursquare and Twitter checkins. Talking about remarkable customer service … © InSites Consulting Conversation readiness 5
  • 6. From ads to acts: Nike changed the way people run. Nike could have done another advertising campaign. Instead, they did everything to create the coolest running club ever, the Nike RunHouse. And they went even further, they used smart technology to make people run different routes and longer distances: the Nike+ Graffiti Challenge. © InSites Consulting Conversation readiness 6
  • 7. Paid Earned Owned Towards conversation-worthy acts. Brands expanded their paid presences into owned and earned presences. That meant they started to design campaigns and acts to be conversation-worthy, that would travel through offline and online conversations. © InSites Consulting Conversation readiness 7
  • 8. Isn’t she cute? It helped Antwerp Zoo to capitalize on their unused potential: their animals and employees. It brought them 300.000 extra visitors, a nomination for product of the year and the best thing … the number one carnival suit of that year. © InSites Consulting Conversation readiness 8
  • 9. Design to be conversation-worthy on every level. Design your acts to be worth talking about and worth sharing. Plan for touchpoints, people and conversion. © InSites Consulting Conversation readiness 9
  • 10. … and finally, (gradual) engagement. We came from acquisition to retention to advocacy. It isn’t so much about reach, it’s more about engagement. It isn’t so much about campaigns, it is about gradual engagement. Because conversations aren’t a seasonal thing, it’s a 24/7/365 thing. © InSites Consulting Conversation readiness 10
  • 11. Facebook forces engagement. A lot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer had to have a recent interaction with a brand. "News Feed (…) is a constantly updating list of stories from people and Pages that you follow (…) bases this on a few factors: how many friends are commenting on a certain piece of content, who posted the content, and what type of content it is (e.g. photo, video, or status update)". © InSites Consulting Conversation readiness 11
  • 12. Gradual engagement. Gradual engagement starts from small interactions between brands and consumers. Interactions, to engage consumers by little baby steps. Small steps that, all together, make a giant leap. But more importantly, people are engaged 24/7/365, not just during campaigning season. © InSites Consulting Conversation readiness 12
  • 13. Example? Skittles’ smart triggers. Using great copy and teasing visuals Skittles engages thousands of consumers every single time they post a wallpost on Facebook. It creates a continuous stream of small but extremely pleasant interactions. © InSites Consulting Conversation readiness 13
  • 14. Engagement funnel. Engagement isn’t just for fun. We’re working to build a brand here. Interactions should be designed to engage consumers, not to spam them or yelling louder and actually take them further into brand engagement. © InSites Consulting Conversation readiness 14
  • 15. Engagement funnel: campaigns versus programs. Campaigns are large adhoc efforts to force reach. Programs are constant small interactions to activate consumers to stay engaged or (preferably) move further into the engagement funnel. Thanks to my buddy Jourik Migom for highlighting the difference between campaigns and programs. Large campaign to gather followers Compelling copy Adwords campaign © InSites Consulting Conversation readiness 15
  • 16. Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in Europe. Conversion between stumbling and endorsing. © InSites Consulting Conversation readiness 16
  • 17. Blurb goes the distance in stimulating people to talk about them. Try measuring the Net Promoter Score to see how likely it is that your colleagues will recommend your company. Conversion between following and endorsing / contributing. © InSites Consulting Conversation readiness 17
  • 18. Turkcell created a continuous live interaction. To promote it’s mobile offering, Turkcell created a live twitter-based game. Based on twitter interactions, post-its would be removed, changed or added. Conversion from stumbling to folllowing / endorsing / contributing. © InSites Consulting Conversation readiness 18
  • 19. Let me know what you think of gradual engagement. It’s still a concept I’m working on. It’s pretty much beta. So, feel free to comment, add or criticize via polle@insites.eu, @polledemaagt or polle.me/gradualengagement. © InSites Consulting Conversation readiness 19
  • 20. You can forget most of my marketing lingo. But please, remember these 3 things. © InSites Consulting Conversation readiness 20
  • 21. 1) Design to be conversation-worthy on every level. Design your acts to be worth talking about and worth sharing. Plan for touchpoints, people and conversion. © InSites Consulting Conversation readiness 21
  • 22. 2) Plan for engagement. Engagement isn’t just for fun. We’re working to build a brand here. Interactions should be designed to engage consumers, not to spam them or yelling louder and actually take them further into brand engagement. © InSites Consulting Conversation readiness 22
  • 23. 3) Combine campaigns and gradual engagement. Gradual engagement starts from small interactions between brands and consumers. Interactions, to engage consumers by little baby steps. Small steps that, all together, make a giant leap. But more importantly, people are engaged 24/7/365, not just during campaigning season. © InSites Consulting Conversation readiness 23
  • 24. I hope I was conversation-worthy. If so: spread the word. Find me on twitter (@polledemaagt) or just send me an email at polle@insites.eu. Download the presentation at http://polle.me/koeweidenpostma © InSites Consulting Conversation readiness 24