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Polle de Maagt @polledemaagt




                               Why we keep failing in really
                               implementing social media.
                                      @polledemaagt for #Marcom12
Polle de Maagt @polledemaagt

                                         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.
                    Changing companies to be
                   more about acts, less about ads.                The reason to move to Gent
                                                                    The love of my life. What better
                                                                           reason is there?!
Polle de Maagt @polledemaagt




                         I try to change companies to be less about ads and more about acts.




                               Now                                       Previously
Polle de Maagt @polledemaagt




                               Sorry, I only have 25 minutes.
                                  So, let’s get to business.
Polle de Maagt @polledemaagt




                                     Let’s talk social media.
                      The first articles on social media emerged in 2003*.
                             Honestly, what changed since then?




                               * I published my first article in spring 2006 on Marketingfacts.nl called “Hyves for marketeers”.
Polle de Maagt @polledemaagt




         Social media discussion is dominated by recycling.




             A lack of great cases.           Discussion is dominated by social                                The true experts stay hidden.
                                                      media watchers.
   What is your favorite social media case?                                                                    A tribute to people like Jan van der Aa,
   Really? Was it converting? What part of      Most presentations are about the cases                        Gert Wim ter Haar, Thije Nobbe, Rogier
    the success is because of a sick media     other people did. And that is good, but we                     Reker, Robert Lommers and the others
                   budget?                        need more real cases and less meta                          that do all the work behind the screens.
                                                              discussions.

                                              *You will love Steven’s book by the way. And get his new one,
                                                               The Conversation Company.
Polle de Maagt @polledemaagt



                                   Social merely scratches the surface.


     Advertising
      Build reach
      Drive traffic

                                                                  Core                                                    Apps
                                                                processes                                             More complex
                                                                                                                      functionalities
                                  Web relations
                               Actually helping people.                             FB connect sites
                                                                                     E.g. Meet & Seat

                                                          Actually making money.




                                                             Staff/marketing                   Cocreation
                                                                                            Different levels of
                 Campaigns                                                              cooperation with customers.
                 Drive traffic
            Give engagement boost

                                                          The social media geeks.
Polle de Maagt @polledemaagt




                               But, above all ...
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt




                                    So, now what?!
                               *I tried to use only my own projects.
Polle de Maagt @polledemaagt




                                      The speedboat-approach.
                                     In contrast to the normal oiltanker-approach towards social media.




                                                                                                 A 7-step approach generating
                                                                                               ripples within your organisation.

                                                      7              6
                                                                                           4
                                                                             5
                                                                                                                     2
                                                                                                   3




                                                                                                                              1
Photo by
Polle de Maagt @polledemaagt



                                                 Vectors and ripples.
     Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.




                                                                                                                  Expert




                                                       Conversion                      Metrics &            Intermediate
                               Sensibilisation
                                                                                       Reporting


                                                                                                                  Novice




                                                                                                                      Start
Example: KLM onboard service evolution.
                   From social media to a social business.



       2010             2010-2011              2011-2012                               2012-2013
Social campaigns      Social service        Social Products                      A true social business
                                       Social seating, booking and sales




                                                                           Can you guess what’s next?
Polle de Maagt @polledemaagt

                                                    Daniel Termont, Gent’s mayor (of the
                                                     real world that is, not Foursquare).
                                                     We found his button (mainstream media).
                                                    And for many within the city’s organisation,
                                                              that was their button.




                                                                                                       Actually his first tweet.




                                    Make a senior manager horny.
                               Get a supporter, the highest ranked person you can get. Some get motivated
                                      by bling, others by Excel sheets or innovation. Find that button.


                      1               2             3                4                5            6              7
Polle de Maagt @polledemaagt




                                                                                     Rabobank’s Robert Lommers started out in
                                                                                      local Utrecht Rabobank entity (in 2007).
                                                                                      Testing, twittering, replying, finding likeminded
                                                                                     people within the company. Over the last 5 years, it
                                                                                            evolved into a 16-person social hub.




                                     Small working groups without legacy.
                                     Make sure your team isn’t tied with their hands on their back. Be legacy-free.


                            1                2             3              4             5                 6                7
Photo by Upstream/Marco Derksen.                                                                                                 *Rabobank is not a client.
Polle de Maagt @polledemaagt




                                           Launch new concepts
                                           below the company radar.
                                           You don’t want budget issues.
                                           Legal issues.
                                           Corporate communications issues.
                                           So, do first, ask later.




                      1        2   3   4              5            6          7
Polle de Maagt @polledemaagt




                               Act small and learn from the results.
                                       Most projects are just so big that they’re bound to fail.




                                                                                              Owner Eduardo asks every
                                                                                             client to leave a testimonial.
                                                                                           At tripadvisor.com, the main source
                                                                                            for tourists to find a hotel or B&B.




                                                                                                                 The result?
                                                                                                       Il Giglio d’Oro was the no 1 B&B in
                                                                                                             Italy and no 7 in Europe.




                      1            2              3              4              5                  6               7
Polle de Maagt @polledemaagt




                                                                                           Would this work?
                                                                                       Would this make a difference
                                                                                              in their tips?




                               Act with scrum, agile, beta mentality.
                       No-one knows what’s next in social. So you better be flexible enough to go with the flow.


                      1             2              3             4              5             6               7
Polle de Maagt @polledemaagt




                                               More buy-in from
                                               your proof points.
                                               So, how do you convince a B2B
                                               consulting company that social media
                                               actually works?
                                               Not by twittering. Let alone starting a
                                               Pinterest channel.
                                               But by showing it generates leads.
                                               High quality leads.
                                               And using that to build leverage for
                                               other channels.




                      1        2   3   4   5          6              7
Polle de Maagt @polledemaagt




                                                                                                         108,084
                                                                                                         total mentions




                                    14.8%
                                                                                    January sentiment:
                         13,939 more mentions
                           than December 2011*




                                                                                              positive    negative   neutral

                                                                                          47%             48%        5%


          *Includes*Twi.er,*Facebook,*ar6cles,*blogs,*forums*&*other*social*media*networks*




                                                                                                                                   Propel waves of success.
                                                                                                                     Everyone wants to be part of a winning team. Be that winning team.


                                                            1                                                                  2       3            4             5             6         7
Polle de Maagt @polledemaagt




                               You can forget most things I told you.
                                    But please remember this ...
Polle de Maagt @polledemaagt



                                     The speedboat-approach.
                                     A 7-step approach generating ripples within your organisation.




                                                   7    Propel waves of success.

                                                        6   More buy-in from your proof points.

                                                                 5    Act with scrum, agile, beta mentality.

                                                                           4       Act small and learn from the results.

                                                                                      3    Launch new concepts below the company radar.

                                                                                                2     Small working groups without legacy.

                                                                                                        1    Make a senior manager horny.


Photo by
Polle de Maagt @polledemaagt




                                           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.
Polle de Maagt @polledemaagt




                          Let me know how you change your
                                     company.
                               @polledemaagt / polle@polledemaagt.com / polledemaagt.com

                               Download the presentation at http://polle.me/polleformarcom12

                                      (and please, give me a nice speaker rating)
Why We Keep Failing to Implement Social Media Effectively

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Why We Keep Failing to Implement Social Media Effectively

  • 1. Polle de Maagt @polledemaagt Why we keep failing in really implementing social media. @polledemaagt for #Marcom12
  • 2. Polle de Maagt @polledemaagt 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. Changing companies to be more about acts, less about ads. The reason to move to Gent The love of my life. What better reason is there?!
  • 3. Polle de Maagt @polledemaagt I try to change companies to be less about ads and more about acts. Now Previously
  • 4. Polle de Maagt @polledemaagt Sorry, I only have 25 minutes. So, let’s get to business.
  • 5. Polle de Maagt @polledemaagt Let’s talk social media. The first articles on social media emerged in 2003*. Honestly, what changed since then? * I published my first article in spring 2006 on Marketingfacts.nl called “Hyves for marketeers”.
  • 6. Polle de Maagt @polledemaagt Social media discussion is dominated by recycling. A lack of great cases. Discussion is dominated by social The true experts stay hidden. media watchers. What is your favorite social media case? A tribute to people like Jan van der Aa, Really? Was it converting? What part of Most presentations are about the cases Gert Wim ter Haar, Thije Nobbe, Rogier the success is because of a sick media other people did. And that is good, but we Reker, Robert Lommers and the others budget? need more real cases and less meta that do all the work behind the screens. discussions. *You will love Steven’s book by the way. And get his new one, The Conversation Company.
  • 7. Polle de Maagt @polledemaagt Social merely scratches the surface. Advertising Build reach Drive traffic Core Apps processes More complex functionalities Web relations Actually helping people. FB connect sites E.g. Meet & Seat Actually making money. Staff/marketing Cocreation Different levels of Campaigns cooperation with customers. Drive traffic Give engagement boost The social media geeks.
  • 8. Polle de Maagt @polledemaagt But, above all ...
  • 9. Polle de Maagt @polledemaagt
  • 10. Polle de Maagt @polledemaagt
  • 11. Polle de Maagt @polledemaagt
  • 12. Polle de Maagt @polledemaagt
  • 13. Polle de Maagt @polledemaagt
  • 14. Polle de Maagt @polledemaagt
  • 15. Polle de Maagt @polledemaagt So, now what?! *I tried to use only my own projects.
  • 16. Polle de Maagt @polledemaagt The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. A 7-step approach generating ripples within your organisation. 7 6 4 5 2 3 1 Photo by
  • 17. Polle de Maagt @polledemaagt Vectors and ripples. Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn. Expert Conversion Metrics & Intermediate Sensibilisation Reporting Novice Start
  • 18. Example: KLM onboard service evolution. From social media to a social business. 2010 2010-2011 2011-2012 2012-2013 Social campaigns Social service Social Products A true social business Social seating, booking and sales Can you guess what’s next?
  • 19. Polle de Maagt @polledemaagt Daniel Termont, Gent’s mayor (of the real world that is, not Foursquare). We found his button (mainstream media). And for many within the city’s organisation, that was their button. Actually his first tweet. Make a senior manager horny. Get a supporter, the highest ranked person you can get. Some get motivated by bling, others by Excel sheets or innovation. Find that button. 1 2 3 4 5 6 7
  • 20. Polle de Maagt @polledemaagt Rabobank’s Robert Lommers started out in local Utrecht Rabobank entity (in 2007). Testing, twittering, replying, finding likeminded people within the company. Over the last 5 years, it evolved into a 16-person social hub. Small working groups without legacy. Make sure your team isn’t tied with their hands on their back. Be legacy-free. 1 2 3 4 5 6 7 Photo by Upstream/Marco Derksen. *Rabobank is not a client.
  • 21. Polle de Maagt @polledemaagt Launch new concepts below the company radar. You don’t want budget issues. Legal issues. Corporate communications issues. So, do first, ask later. 1 2 3 4 5 6 7
  • 22. Polle de Maagt @polledemaagt Act small and learn from the results. Most projects are just so big that they’re bound to fail. Owner Eduardo asks every client to leave a testimonial. At tripadvisor.com, the main source for tourists to find a hotel or B&B. The result? Il Giglio d’Oro was the no 1 B&B in Italy and no 7 in Europe. 1 2 3 4 5 6 7
  • 23. Polle de Maagt @polledemaagt Would this work? Would this make a difference in their tips? Act with scrum, agile, beta mentality. No-one knows what’s next in social. So you better be flexible enough to go with the flow. 1 2 3 4 5 6 7
  • 24. Polle de Maagt @polledemaagt More buy-in from your proof points. So, how do you convince a B2B consulting company that social media actually works? Not by twittering. Let alone starting a Pinterest channel. But by showing it generates leads. High quality leads. And using that to build leverage for other channels. 1 2 3 4 5 6 7
  • 25. Polle de Maagt @polledemaagt 108,084 total mentions 14.8% January sentiment: 13,939 more mentions than December 2011* positive negative neutral 47% 48% 5% *Includes*Twi.er,*Facebook,*ar6cles,*blogs,*forums*&*other*social*media*networks* Propel waves of success. Everyone wants to be part of a winning team. Be that winning team. 1 2 3 4 5 6 7
  • 26. Polle de Maagt @polledemaagt You can forget most things I told you. But please remember this ...
  • 27. Polle de Maagt @polledemaagt The speedboat-approach. A 7-step approach generating ripples within your organisation. 7 Propel waves of success. 6 More buy-in from your proof points. 5 Act with scrum, agile, beta mentality. 4 Act small and learn from the results. 3 Launch new concepts below the company radar. 2 Small working groups without legacy. 1 Make a senior manager horny. Photo by
  • 28. Polle de Maagt @polledemaagt 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.
  • 29. Polle de Maagt @polledemaagt Let me know how you change your company. @polledemaagt / polle@polledemaagt.com / polledemaagt.com Download the presentation at http://polle.me/polleformarcom12 (and please, give me a nice speaker rating)