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"You’re paying the fee for being unremarkable" for Social Media Congres 2011


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Keynote presentation for Amsterdam Social Media Congres 2011. Social Media basics and examples as a kick-off for the rest of the day.

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"You’re paying the fee for being unremarkable" for Social Media Congres 2011

  1. You’re paying the fee for being unremarkable. How to use conversations to drive business, new ideas and happiness.© InSites Consulting Polle de Maagt (@polledemaagt) for Social Media Congres Conversation readiness 1
  2. Hello. I am Polle de Maagt. I create impact through conversations at a pretty cool company called InSites Consulting. We work mostly because we’re committed to take research forward, but brands like Ben&Jerry’s, Telenet, Danone and Philips agreed to pay us for it.© InSites Consulting Conversation readiness 2
  3. Let’s talk about some simplesocial media basics.(and I won’t insult you with showingsome fancy graphics and statistics aboutFacebook growth or Twitter followers)
  4. It’s not about being on Facebook. Or Twitter. Yes, Twitter is huge. And Facebook even bigger. But they are both platforms, not end goals. So it really is about if and how both can help you reach your end goal. Which is most likely not about having a Facebook fan page and more about driving conversations, customer retention, sales or brand value.© InSites Consulting Conversation readiness 4
  5. It’s not about being a big brand. With big brands come big problems. Never look for an excuse in just being a small company with little budgets. When it comes to connecting with consumers, real relationships work. And size, for once, doesn’t matter.© InSites Consulting Conversation readiness 5
  6. And it certainly isn’t about being the first mover in adopting new technology. Mobile, augmented reality, location based services are all just awesome. And yes, there is PR-value in being the first Augmented Reality bakery in your neighborhood. But is that really what you want your consumers to talk about?© InSites Consulting Conversation readiness 6
  7. “Advertising is the fee for being unremarkable. “ Robert Stephens (GeekSquad)
  8. Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control make me puke inmy mouth a bit.While it is really really simple.
  9. Customer retention is cheaper than acquisition.Really.
  10. Happy customers drive retention and conversations.Are you really committed to make your customers happy?
  11. Happiness is about managing expectations.Under-promise. Over-deliver.Do more than customers expect, but don’t over-do it.
  12. Conversations drive business.What do you trust most? Peer reviews.
  13. People out-converse brands.People are more authentic, more passionate and have lower overhead cost. Period.
  14. 90% of conversations is done offline.Even these guys, a group of twitter and Facebook fanatics called ‘Young Scum’have a regular offline meetup. More at
  15. Everything a company does is communication.Products, packaging and customer service are more genuine than marketing. Soleverage that, like KLM did with their KLM Surprise campaign.
  16. Capitalize on the people and products you already have.Kay Mook gained the Antwerp Zoo 300K extra visitors and almost becameproduct of the year 2009. More at
  17. Conversations are just a part of the consumer journey.Traditional advertising still works, past experience is really important and realinteractions are the dealmakers/dealbreakers.
  18. 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.
  19. Company culture makes a difference.Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize onthese stories and turn your employees in an army of ambassadors.
  20. Company culture makes a difference.And it really isn’t about big corporations. Bakery ingredient supplier Puratos offersfree bread to it’s employees.
  21. People out-converse brands, soyou better start create stuff thatis conversation-worthy.Product development, R&D, customerservice and company culture overtakeadvertising as the most important wayof communicating with customers.
  22. This is a radical change and asksfor radical changes in the waybrands and organizationscommunicate.It is about acts, not ads.It is about creating stuff worth sharing.
  23. Think stories, not technology. Stories stick.Wouldn’t it be awesome to cut out all advertising and replace it by art? That isexactly what Timessquare to Artsquare is about. More at
  24. Think service, not product.Do more than customers expect.
  25. Start with observing and listening.There are simple tools to observe what consumers are doing. or more advanced tools. But what about customer emails?
  26. Use your customers to help you make the difference.Ben & Jerry’s uses an online platform with brand fans to co-create their marketingplans. 50% of consumers wants to co-create. More at by jason.dsilva
  27. Manage expectations. Under-promise. Over-deliver.Do more than customers expect.
  28. 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?
  29. 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.
  30. 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.
  31. Use your ambassadors to promote your business.Think how you can make your customers talk about you.
  32. Connect with your consumers and use them for reach.Think how you can make your customers talk about you.
  33. Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).
  34. Create things worth sharing.Think about small things worth talking about.
  35. Commit random acts of kindness.Think about small things worth talking about.
  36. Make it extra-easy to share or to subscribe.Make it easy to subscribe of share your content via twitter, Facebook or othersocial buttons. Example:
  37. Measure.Measure views, clicks, but even more important: your return on investment.Extremely simple, but effective: the Net Promoter Score.
  38. Not convinced?We asked 500 European marketers howthey perform in terms of return oninvestment, turnover growth,profitability, market share and customersatisfaction.
  39. Product improvement Offline WoM Road map WoMThe best performing marketers do three thingsthat make them stand out.* Conversation Readiness research amongst 500 European marketers
  40. It’s really simple:Act human.Build upon the things you’realready doing.Think conversations.And on top of that: here’s some structureto help you out.
  41. Observe Facilitate JoinObserve: see what your consumers are saying andlearn from them.
  42. Observe Facilitate JoinFacilitate: facilitate your fans to show their love foryour product.
  43. Observe Facilitate JoinJoin: join the conversation to neutralize negativesand feed conversations.
  44. Service Activate Engage Pro-Active Reactive Facilitate Converse Sales Engage in conversations: service versus sales or pro-active versus re-active.© InSites Consulting Conversation readiness 44
  45. You can forget most of the sillythings I said today.But please, remember these 3 things.
  46. 1) Conversations drive business. Companies that connect with their consumers perform better. So start the conversation.
  47. 2) To drive conversations, exceed expectations and create stuff worth sharing. Don’t plan only for life time money value, but for life time conversation value.
  48. 3) Start with observing, but start with simple ways to drive conversations. Start monitoring, start with pilots and learn while doing.
  49. Read the manual.Seriously.Read it.
  50. I hope I was worth sharing.Send me an email or find me ontwitter at @polledemaagt.Find the presentation at