Some things I learned in the last couple of years. Nothing changed and everything changed. The more direct contact brands have with consumers, the more they need a coherent core identity. One that translates both into tweets and invoices in campaigns, and more important, a permanent dialogue. Because people’s expectations have shifted. Towards new client service normals. From ads to acts. Changing companies towards more consumer centricity isn’t easy. That requires proving you’re on the right track every single day. Showing progress. Building upon your companies’ unused potential.

1. Polle de Maagt @polledemaagt
A 101 guide to
World Domination.
Some things I learned at Trendwolves,
Boondoggle and InSites Consulting.

2. Hello. My name is Polle de Maagt.
Yes. I know I look like 18, but I’m actually 29.

3. I try to change companies to
be less about ads and more about acts.
Through inspiration, strategy and coaching.

4. I work(ed) for companies like

5. And I write about it.
Have a look at www.polledemaagt.com
@polledemaagt

6. Brilliant Tom Palmaerts
Trendwolves has a pretty
remarkable team of
trendwatchers.
Out-swaggering me
I guess trendwatching is too
hip and happening for me.
I started at Trendwolves.
Packaged consumer insights & trends
What’s happening in Istanbul? What are the
main trends?

7. Hierbij de advertentie van
Boondoggle voor Adformatie.
My new big brothers.
Isn’t she cute?
Mogelijk ontdekt u in deze advertentie hier en daar wat subtiele elementen die het tegendeel zouden
kunnen suggereren, maar dit is wel degelijk de nieuwe campagne voor Adformatie. Van Boondoggle.

8. Yes, I love my
Blackberry too.
... and then I fell in love.
Isn’t she cute?
... and so I moved to Gent.

9. That’s my researcher-look.
I joined InSites Consulting.

10. And now ... #worlddomination.

11. But, before I proceed ...
What would you like to hear/learn this morning?

12. Some things I learned so far.
A 101 guide to World Domination.

13. Wouldn’t it be awesome ...
... to turn all advertising space
on Times Square into art?
That’s the idea of TimesSquare
to ArtSquare #TS2AS.
Justus Bruns
Actually, he grew up in
Belgium.
Yes you can.
When you have a great
idea, you get away with
ugly jackets.
Remember that.

14. Would this work?
Would this make a difference
in their tips?
Everything is an opportunity to learn.
Yep.
I should treat my nails better.

15. Invest in great gear.
You work so much better when you have a great phone, a great laptop and software/apps that help you out.
You will never ever regret investing in decent gear.
Happy with my Apple?
Hell, yes!

16. Use technology, but don’t talk
like a robot.
Zappos does an amazing job in making technology
invisible and really understanding consumers.

17. Afraid of large crowds?
Do it. You will never regret.
Just Google
“I wish I hadn’t had kissed her”
versus “I wish I’d kissed her”.
Do the things that scare you the most.

18. Unused potential
Cute animals get born from
time to time. Employees
were video amateurs.
Kai Mook
Isn’t she cute?
Capitalize on unused potential.
Results?
Over 600.000 people watched the
birth. Live. Over 33% more visitors.
A story worth sharing Nominated as product of the year.
Wouldn’t it be great if every
Belgian felt a bit pregnant too?

19. Seinfeld Approach
Don’t break the chain.
Hack yourself.

20. Focus.

21. He/she will help you
focus and set priorities.
Get a girlfriend (or boyfriend).
Ideally, move abroad and find one there.

22. Manage expectations.

23. Polle de Maagt @polledemaagt
Talk their language.
Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small
projects will force you to take baby steps every day, will help to engage more internal people, will help you
develop internal learnings and best practices and a track record of successful mini projects. All to fuel
momentum.
Define projects
Define key challenges and chop them
up into manageable projects. Projects
that test hypothesizes, show
progress, make you learn and fuel
momentum in other ways.
More on KPIs
Clear aim See next slide for more on
Define a clear aim that describes the defining the different
main purpose of the project. KPIs.
Roadmap
Sketch a progessive roadmap
with main todos and
milestones.

24. ]
It works beats “it would
be cool if” every day.
Just make sure it does the job.
Make it work.

25. Running other routes
Not the same round every day,
but a route worth running.
Running further
To run a decent figure, people
needed to run further than
they were used to.
Acts, not ads.
A club worth joining
Connected 24/7/365.
Results?
Over 40.000 connected runners,
behavior change amongst runners.
SpinAwards and Webby Award.

26. Make people happy and help them shine.
“Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of
6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads.
And it did.
Something to prove
KLM wanted to prove they recognize the
person behind every passenger.
More?
I will talk you through
that later :)
Foursquare
Every time a passenger told KLM
via twitter or Foursquare that
he/she was at Schiphol airport,
we tried to surprise him/her in a
most personal way.
Results?
Over 1.000.000 impressions
on twitter alone. And a
Cannes Lions Award for PR.

27. “
Marketing is way to important to leave it up to the
marketing department.
Steven van Belleghem.
“

28. Awards are a tribute to comraderie*
I think awards are extremely important. Because they’re a great instrument of change. Because
they’re a great reason for a party. Because they give you a 5 second time frame to reflect on all blood,
sweat and tears. Because some clients still think awards are important. And most importantly,
because it’s the easiest way to prove my mom that not finishing university wasn’t such a bad idea.
But awards are won by clients. And by teams. So this is a tribute.
Boondoggle, KLM Boondoggle, KLM, Nike Boondoggle, Nike
*Nope, the picture isn’t mine. It’s the pile of awards my former employer Boondoggle collected in 2009. Pretty impressive huh?!

29. But, most importantly ...

30. 48 Act yourself. Now.
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.

31. Thanks for your time.
Download the presentation at polle.me/KdG2011
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)
http://polle.me/KdG2011