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 25 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.
The power of social media.Social media (and internet in general)have been amazing.We have some of the coolest things everbe built on top of this technology.
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
To summarize,it has never been easier to1. to connect with other consumers2. to fan or hate brands or organizations3. to find everything about anything
This is a radical change and asksfor radical changes in the waybrands and organizationscommunicate.But don’t be misled by the technologywitchcraft here.
1) 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
2) Social media is just a part of the consumer journey.Traditional advertising still works, past experience is really important and realinteractions are the dealmakers/dealbreakers.
3) Stories travel through different (social media) 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.
4) 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.
100.000+5) There will always be new technologies, stories stick.Brabant is just full of stories. Don’t get distracted by technologies, focus on thestories and make them easy to spread.
So, for your brand ororganization to make use of this,consider these 10 easy tips.
1) 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?
2) 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?
4) Act remarkable, don’t talk remarkable.Every company has it’s stories and ambassadors, like Nike’s Ekins. This is beyondadvertising. More at http://polle.me/gSMxcX
5) Think customer retention, not customer acquisition.It is really expensive to attract new customers. Keep your current customers andtry to help them spread the word. Think in life time conversation value.
6) Give your ambassadors the tools to promote you.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
7) Create stuff worth sharing.KLM created dozens of stories worth sharing with their KLM Surprise campaign.
8) Facilitate sharing.Make it easy to subscribe of share your content via twitter, Facebook or othersocial buttons. Example: http://polle.me/ij19j4
9) Have a plan. For reach and impact.Schedule, integrate and build upon efforts.
10) Measure.Measure views, clicks, but even more important: your return on investment.Extremely simple, but effective: the Net Promoter Score.
You can forget most of the sillythings I said today.But please, remember these 3 things.
1) Internet and social media technology helped created a huge conversation network, where consumers out-converse brands online and offline. Learn to let go.
2) For a brand to engage in this conversation network, you have to act remarkable, create stuff worth sharing. Don’t plan only for life time money value, but for life time conversation value.
3) To leverage the power of conversations, you have to observe, facilitate and join the conversation. Start monitoring, start with pilots and learn while doing.