"Whatever you do, do something worth sharing." for Fontys Hogescholen

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"Whatever you do, do something worth sharing." is a plea for less ads and more acts.

Let’s stop talking and start doing. Start doing stuff that actually makes a difference, the shortcut to #worlddomination.

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"Whatever you do, do something worth sharing." for Fontys Hogescholen

  1. 1. Whatever you do, do something worth sharing. Let’s stop talking and start doing. Start doing stuff that actually makes a difference, the shortcut to #worlddomination.© InSites Consulting Polle de Maagt (Insites Consulting) for Fontys Conversation readiness 1
  2. 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. Change to a company that is about consumers and driver conversations. Guess that makes me a change agent.© InSites Consulting Conversation readiness 2
  3. 3. Last year, I worked at Boondoggle, a remarkable advertising agency in Amsterdam and Leuven. We created stuff worth sharing for Nike, KLM and a bunch of other brands. Because© InSites Consulting they paid us to do so, but mostly because we loved it. Conversation readiness 3
  4. 4. But … then I fell in love with a Flemish girl, Marieke. And moved to Ghent. Probably the smartest thing I ever did.© InSites Consulting Conversation readiness 4
  5. 5. I joined InSites Consulting, an extremely boring market research agency.© InSites Consulting Conversation readiness 5
  6. 6. Well, at first sight. We do everything to help companies to connect with their consumers. And that’s actually a cool route to #worlddomination. We help Ben & Jerry’s develop new icecream flavors. We help AXE to track what people are saying about their product. We help KLM to be the most consumer- connected airliner in the world. We do research on toe-nail-fungii (it’s gross, but gotta love all those useless facts). And we work for 250+ other brands.© InSites Consulting Conversation readiness 6
  7. 7. So, I only have 20 minutes to tell you something interesting. That’s why I will summarize my presentation upfront: Whatever you do, do something worth sharing.© InSites Consulting Conversation readiness 7
  8. 8. Whatever you do, do something worth sharing. Fail often. Fail soon. But just DO something.© InSites Consulting Conversation readiness 8
  9. 9. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversations Most companies are just full of crap. There’s an advertising overload. There’s a promise overload. Instead of promising stuff, why aren’t they doing stuff?© InSites Consulting Conversation readiness 9
  10. 10. Pemco stopped doing marketing and spends all their money on customer service. No fake promises anymore, just acts and service. At this moment, 94% of their© InSites Consulting customer stays a customer. Conversation readiness 10
  11. 11. 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 11
  12. 12. 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 12
  13. 13. ‘Wouldn’t it be awesome to turn all advertising space on Times Square into art?’ That’s what Justus Bruns, a Dutch student thought. And instead of leaving it there, he actually tried to make it happen. He gathered friends, started a website, collected money, throwed parties … all to make a silly idea come true.© InSites Consulting Conversation readiness 13
  14. 14. Telenet launched a new product that wasn’t finished: Telenet Yelo, an application to watch tv anywhere. Instead of waiting for the product to be completely finished or selling something that didn’t work, they asked their customers to help to make the product better.© InSites Consulting Conversation readiness 14
  15. 15. Whatever you do, do something worth sharing. People talk. A lot. Be sure you’re the thing they’re talking about.© InSites Consulting Conversation readiness 15
  16. 16. Be conversation-worthy on every level (sorry, the boring Purpose Be bigger than your brand / organization. part). How will everything lead to something to talk about? Strategy Have a consumer connect focus. Tactics Plan for touchpoints, people and content. Execution Create stuff worth sharing.© InSites Consulting Conversation readiness 16
  17. 17. Ben & Jerry’s is more than just icecream. With such an engaging purpose, people love to talk about Ben & Jerry’s. They go way beyond icecream.© InSites Consulting Conversation readiness 17
  18. 18. 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.© InSites Consulting Conversation readiness 18
  19. 19. 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.© InSites Consulting Conversation readiness 19
  20. 20. 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 20
  21. 21. Whatever you do, do something worth sharing. You can forget most of the things I said. But please, remember this.© InSites Consulting Conversation readiness 21
  22. 22. Be conversation-worthy on every level (sorry, the boring part Purpose Be bigger than your brand / organization. again). Strategy Have a consumer connect focus. Tactics Plan for touchpoints, people and content. Execution Create stuff worth sharing.© InSites Consulting Conversation readiness 22
  23. 23. You might not realize it, but this is the time to really pursue #worlddomination.© InSites Consulting Conversation readiness 23
  24. 24. I hope I was worth sharing. 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/fontysgent© InSites Consulting Conversation readiness 24

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