Hello. I am Polle de Maagt.I create impact throughconversations at a pretty coolcompany called InSites Consulting.We work mostly because we’recommitted to take researchforward, but brands likeBen&Jerry’s, Telenet, Danone andPhilips agreed to pay us for it.
Managing expectations …I only have 45 minutes. Don’t expect me to do magic. Formagic (or more on conversation management and stuffworth sharing), send me an email at firstname.lastname@example.org.
Don’t get me wrong.Social media (and internet in general)have been amazing.We have some of the coolest things*ever* be built on top of this technology.Note: the following examples are all Belgian / Dutchexamples, no fancy out-of-reach and over-budgettedAmerican ones.
KLM commits random acts of kindnessKLM surprised random passengers in their effort to discover how happinessspreads. More at http://polle.me/gJhpSI
Kay Mook earned the Antwerp Zoo 300K extra visitors“What if every Belgian felt a bit pregnant too” was the start of a campaign thatalmost made her product of the year 2009. More at http://polle.me/ccjSNL
Ben & Jerry’s crowdsources their new icecream flavors.Via an online platform with brand fans. More at http://polle.me/ISC-BJPhoto by jason.dsilva
But it really isn’t abouttechnology.It is about driving meaningfulconversations and connecting with yourconsumers. About creating stories worthsharing and experiences worthparticipating.
Customer retention is cheaper than acquisition.Really.
Happy customers drive retention and conversations.Are you really committed to make your customers happy?
Happiness is about managing expectations.Under-promise. Over-deliver.Do more than customers expect, but don’t over-do it.
Conversations drive business.What do you trust most? Peer reviews.
90% of conversations is done offline.Even these guys, the Belgian club of Young Online advertising Planners have aregular offline meetup. More at http://polle.me/i291Xz
Conversations are just a part of the consumer journey.Traditional advertising still works, past experience is really important and realinteractions are the dealmakers/dealbreakers.
Conversations travel through (social) channels.Nike launched a local store in Amsterdam, but capitalized on it via Facebook andTwitter. Even better, users started using Hyves to spread the word.
Part of conversations is owned, rest is paid or earned.Strangers, customers and fans. Paid, owned and earned. Only part of theinteractions are taking place on your own website.
450.000+There will always be new technologies, stories stick.Both Antwerp and your store are just full of stories. Don’t get distracted bytechnologies, focus on the stories and make them easy to spread.
So, if it isn’t about technology and allabout conversations ...What can YOU do about that?
Manage expectations. Under-promise. Over-deliver.Do more than customers expect.
Start with observing and listening.There are simple tools to observe what consumers are doing. Viasearch.twitter.com or more advanced tools. But what about customer emails?
What do you want your consumers to tell about you?Is it about how cool your advertising was? Do you want them to talk aboutdeals? Or is it about something else?
Monetary value versus conversation value.What are your best customers? The ones that spend the most money or the onesthat bring in the most new customers? Plan for both.
Give your customers something to talk about.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
Use your ambassadors to promote your business.Think how you can make your customers talk about you.
Connect with your consumers and use them for reach.Think how you can make your customers talk about you.