Polle de Maagt @polledemaagt   The most powerful     thing on earth:    not telling people       what to do.          Let’...
Yep. I know I look like 18.                    But I’m actually 29. Most old people                     tell me I will be ...
I try to change companies to  be less about ads and more about acts.Through inspiration, strategy and coaching.
I work(ed) for companies like
I will not tell you about social media.Because nothing is about social media.
I would like to talk about 3 things today.   (Don’t worry, I made them tweet-size, so you can easily remember them).
Be maniacal in managing expectations.       “ Create acts, not ads.               Leo Burnett.                            ...
1Be maniacal in managing expectations.
Yep.That;s me.             I am an illegal immigrant.
Untechnologizing technology,beyond the standard supportmails.Zappos does an amazing job in making technologyinvisible and ...
Over the last 8 years ...                                  ... I have been a 30K customer.         9,1 %was not delayed or...
The growing challenge of managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. H...
Blurb’s nifty use of the NetPromoter Score.Online publishing platform Blurb goes the distance instimulating people to talk...
A small experiment in happiness.         “Do something with Foursquare”, that was the briefing for a pretty remarkable exp...
Honestly. Cool or freaky?
2“Create acts, not ads.      Leo Burnett.                     “
Really, will this work?      Warm welcome.Is there really no different way         to tell me this?                       ...
“The party of the year hardly ever    is the party of the year.              My dad.                           “
Would this work?                                                 Would this make a difference                             ...
Running other routes                  Not the same round every day,                   but a route worth running.          ...
Seinfeld ApproachDon’t break the chain.                         Nudge and hack yourself.
Wouldn’t it be awesome ...                                               ... to turn all advertising space                ...
3Create momentum.
Daniel Termont.A genuinely awesome guy.                           He personally answers                             all em...
Unused potentialCute animals get born from time to time. Employees   were video amateurs.                                 ...
Polle de Maagt @polledemaagt                                                  Instruments of change.                      ...
Polle de Maagt @polledemaagt                                        Smart projects and their language.                Defi...
Polle de Maagt @polledemaagt                                                      Project KPIs.     To change a company, d...
]                             It works beats “it would                               be cool if” every day.               ...
You can forget most of the things I said today. But please, remember 3 things.
Be maniacal in managing expectations.       “ Create acts, not ads.               Leo Burnett.                            ...
48                   Help me change companies. Act yourself.Every little act is a step closer to leveraging unused potenti...
I try to change companies to  be less about ads and more about acts.Through inspiration, strategy and coaching.
Thanks for your time.           Download the presentation at polle.me/nudgedenboschor contact me via twitter (@polledemaag...
The most powerful thing on earth: not telling people what to do.
The most powerful thing on earth: not telling people what to do.
The most powerful thing on earth: not telling people what to do.
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The most powerful thing on earth: not telling people what to do.

How can you use smart nudge to help people show different behavior?

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The most powerful thing on earth: not telling people what to do.

  1. 1. Polle de Maagt @polledemaagt The most powerful thing on earth: not telling people what to do. Let’s stop talking, let’s start doing. Acts, not ads.
  2. 2. Yep. I know I look like 18. But I’m actually 29. Most old people tell me I will be happy with them when I’m 50. I doubt that. I sooooo love Blackberry ... ... but recently switched to iPhone (it’s not you, it’s me).Polle de Maagt. The reason to move to Gent The love of my life. What better Changing companies to be reason is there?! more about acts, less about ads.
  3. 3. I try to change companies to be less about ads and more about acts.Through inspiration, strategy and coaching.
  4. 4. I work(ed) for companies like
  5. 5. I will not tell you about social media.Because nothing is about social media.
  6. 6. I would like to talk about 3 things today. (Don’t worry, I made them tweet-size, so you can easily remember them).
  7. 7. Be maniacal in managing expectations. “ Create acts, not ads. Leo Burnett. “ Create momentum.
  8. 8. 1Be maniacal in managing expectations.
  9. 9. Yep.That;s me. I am an illegal immigrant.
  10. 10. Untechnologizing technology,beyond the standard supportmails.Zappos does an amazing job in making technologyinvisible and really understanding consumers.
  11. 11. Over the last 8 years ... ... I have been a 30K customer. 9,1 %was not delayed or cancelled Over my last 11 itineraries.
  12. 12. The growing challenge of managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not toover-exceed expectations, that actually creates negative conversations.And it sets a new normal ...
  13. 13. Blurb’s nifty use of the NetPromoter Score.Online publishing platform Blurb goes the distance instimulating people to talk about them. They measure howlikely it is that you will recommend the product to friends.Even more, they use this information to tailor offerings.
  14. 14. A small experiment in happiness. “Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of 6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads. And it did. Something to prove KLM wanted to prove they recognize the person behind every passenger. More? I will talk you through that later :) FoursquareEvery time a passenger told KLM via twitter or Foursquare that he/she was at Schiphol airport,we tried to surprise him/her in a most personal way. Results? Over 1.000.000 impressions on twitter alone. And a Cannes Lions Award for PR.
  15. 15. Honestly. Cool or freaky?
  16. 16. 2“Create acts, not ads. Leo Burnett. “
  17. 17. Really, will this work? Warm welcome.Is there really no different way to tell me this? In Italy, this is actually their main source of revenue. People who actually use the free wifi to work there.
  18. 18. “The party of the year hardly ever is the party of the year. My dad. “
  19. 19. Would this work? Would this make a difference in their tips?For me, it all started with this bill. Yep. I should treat my nails better.
  20. 20. Running other routes Not the same round every day, but a route worth running. Running further To run a decent figure, people needed to run further than they were used to.Nike changed the way people run. A club worth joining Connected 24/7/365. Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
  21. 21. Seinfeld ApproachDon’t break the chain. Nudge and hack yourself.
  22. 22. Wouldn’t it be awesome ... ... to turn all advertising space on Times Square into art? That’s the idea of TimesSquare to ArtSquare #TS2AS. Justus Bruns Actually, he grew up in Belgium. Yes you can. When you have a greatidea, you get away with ugly jackets. Remember that.
  23. 23. 3Create momentum.
  24. 24. Daniel Termont.A genuinely awesome guy. He personally answers all emails he gets. Approximately 250 a day.Challenging Gent’s mayor.
  25. 25. Unused potentialCute animals get born from time to time. Employees were video amateurs. Kai Mook Isn’t she cute? Capitalize on unused potential. Results? Over 600.000 people watched the birth. Live. Over 33% more visitors. A story worth sharing Nominated as product of the year. Wouldn’t it be great if everyBelgian felt a bit pregnant too?
  26. 26. Polle de Maagt @polledemaagt Instruments of change. People don’t change overnight. Nor do companies. Use a set of tools. 1 2 3 4 Unused potential of your Workshops, training and Guidelines & Smart projects. employees. coaching. Best Practices. Small, manageable project withWHAT What people already support our Knowledge, training and People need both negative and cause? Who can help us spread structural coaching. positive stimuli. Guidelines to set clearly defined scopes and goals the word? Build best practices? the boundaries, best practices to that help the organization learn, Excite others? get inspired and excited. change and set next steps. Scanning the organization for key Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on opinion leaders, evangelists and workshop and knowledge media guidelines and procedures. feasibility versus impact.BY advocates. sessions with different Defining clear roads ahead by Defining clear KPI’s in terms of departments. sharing best practices. intrinsic goals, learning goals and change management goals.EXAMPLES Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, branchemarking Spearhead employees to test new tools, Camp with thought leaders, etc. workshops, content brainstorms, initiatives, etc. A/B testing channels, etc. internal conferences, etc.
  27. 27. Polle de Maagt @polledemaagt Smart projects and their language. Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small projects will force you to take baby steps every day, will help to engage more internal people, will help you develop internal learnings and best practices and a track record of successful mini projects. All to fuel momentum. Define projectsDefine key challenges and chop themup into manageable projects. Projects that test hypothesizes, show progress, make you learn and fuel momentum in other ways. More on KPIs Clear aim See next slide for more onDefine a clear aim that describes the defining the different main purpose of the project. KPIs. Roadmap Sketch a progessive roadmap with main todos and milestones.
  28. 28. Polle de Maagt @polledemaagt Project KPIs. To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also to be able to make a project successful on several axes. Intrinsic KPIs Your ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in number of followers. INTRINSIC LEARNING CHANGE MANAGEMENT Learning KPIs Change management KPIs What can we learn from these How will this project help change the projects? E.g. learn which content organization E.g. convince manager X that works best to convert people to fans LinkedIn is as converting as twitter, or followers. gather a spearhead group of 50 internal enthousiasts.
  29. 29. ] It works beats “it would be cool if” every day. Just make sure it does the job.Maybe the best social media campaign ever.
  30. 30. You can forget most of the things I said today. But please, remember 3 things.
  31. 31. Be maniacal in managing expectations. “ Create acts, not ads. Leo Burnett. “ Create momentum.
  32. 32. 48 Help me change companies. Act yourself.Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.
  33. 33. I try to change companies to be less about ads and more about acts.Through inspiration, strategy and coaching.
  34. 34. Thanks for your time. Download the presentation at polle.me/nudgedenboschor contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com) http://polle.me/nudgedenbosch

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