Polle de Maagt emphasizes the need for companies to shift from traditional advertising to actionable strategies that tap into unused potential through customer-centric practices. He discusses the transformation brought by technology over the last decade, highlighting examples from industries like banking and music, and stresses the importance of adapting to new customer expectations and business models. The talk encourages businesses to embrace change, improve customer engagement, and leverage social media for better connectivity and support.

1. Let’s detechnologize
technology.
Use the unused potential of your company.
Polle de Maagt for SAPience.be User Day.

2. Hi. I am Polle de Maagt.
I change companies to be less about ads and
more acts. I work from Gent, Amsterdam and
London doing inspiration (pretty much like this
session), coaching and strategy.

3. Some of my clients
KLM. Nike. Penguin Books.
How to get ROI from our customer service How can we change from ads towards How can we capitalize on our authors and
and social media efforts? acts? content?
Business strategy and roadmap for global and How can we do less talking and do more? Business strategy and roadmap for Europe.
local (Asia, Netherlands). Towards new ways of interacting with
partners, customers and clients.

4. Before we start: this is not a presentation about social media.
I will not insult you by showing you some graphs on Facebook growth, minutes spent in YouTube and how cool Twitter is.
What I WILL show you is how doing business changed.
How technology changed.
And how you can embrace technology to change your business.

5. What happened the last
ten years?
Please. Take a moment.
What were you doing in the year 2001?

6. This was my phone in the year 2001.
Please don’t laugh at me. The first iPhone wasn’t released until 2007.
Remember what happened to Nokia’s market share after that?

7. ?
Google had a market share of <5% in BE and NL.
And guess what’s the main influencer for buying decisions nowadays.

8. It took another three years before Facebook launched.
And now they have over 700 million users. And a banking license. Just like Google.
And it pretty much replaced the birthday card industry.

9. No way my mom could have sent this message in 2001.
About a month ago, my mom sent me a Facebook message to say she has more friends than I have.

10. €1500
worth of technology

11. This just happened.
And it changed the world.

12. In 2001, the record industry had a
turnover of 15 billion dollars.
Now? Less than half of that.
Apple alone is now making more than 15 billion dollars on their
Apple iTunes music store.

14. Who would predict
banks going bankrupt?

15. Let alone countries?

16. Lower entry barriers: BankSimple is a bank with 12 employees.
What is more difficult than starting a bank? A team of 12 started BankSimple, probably the most client-centric
bank ever.

17. Lower entry barriers: Square is a new payment system.
Could you imagine starting a new virtual payment system?
PayPal’s net Total Payment Volume, the total value of transactions in Q2 2011 was already $28.7 billion, up 34
percent year over year.

18. My phone provider is radically
transparent.
Mobile Vikings offers great customer service, a complete
overview of my costs and even an API (that’s geektalk to
say that you can use your data in other programs).
How is that different from your telco?

19. To summarize it all ...
From To
Technology geekery Technology commodity
Data scarcity Data overload
Entry barriers were really high Entry barriers are taken away
Ads Acts
Radically closed Radically transparent

20. Our three main
challenges.
What will be the main things we will have to tackle in the
coming years?

21. GROWING CUSTOMER EXPECTATION OF THE SEAMLESS PROVISION OF
SERVICES IS CREATING EVEN GREATER PRESSURE ON AN INDUSTRY WHICH
IS GENERALLY PERCEIVED IN A NEGATIVE LIGHT.

22. 1) Thanks to KLM everyone has a problem.
It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to over-
exceed expectations, that actually creates negative conversations.
And it sets a new normal ...

23. KLM proves it
recognizes the person
behind every customer.
It’s pretty easy to say you are consumer-
centric.
Or even put it in an ad.
But actually acting on that, that’s a pretty
different thing.
So, this is what KLM did.

24. An experiment
how happiness
spreads.
How will little stories of
personalized surprises travel the
world? We set out to find out with
KLM Surprise.

25. Towards new normals:
24/7/365 customer
support.
KLM does 24/7/365 customer support via
twitter and Facebook. Consumers get
rapidly used to that.

26. Death to hotel wifi fees?
Paying for internet access?!

27. The Business Model behind Spotify.com
an adbased freemium model
A small percentage does already pay for a premium service. The 2011 US
launch must be the most anticipated music service launch ever.
!
Inc
Money
Advertiser
Exposure to
music fans
HQ
Inc
Spotify Music fan
Free music service
!
Monthly subscription €9,99
27/04/10 Music fan
Ad-free
Premium music service
27/04/10
by BoardofInnovation.com pitch your business model visually via this free template
2) ‘Virtual’ forces you to manage expectations even more.
Spotify let’s you subscribe to “virtual” goods.

28. 3) The more technology you
adopt, the more you have to
untechnologize this.
Zappos does an amazing job in making technology invisible
and really understanding consumers.

29. Helping individuals didn’t make sense.
You might be surprised that 11% of all organizations doesn’t answer customer emails. Even more when you
know that exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling below
customer expectations erodes loyalty (5%/71%).

30. ?
4) The more business models change, the more to manage.
Freemium and other developments set different expectations.

31. 5) The more contact points, the more to manage.
Employees, new touchpoints? What’s next?

32. AS GLOBALISATION CONTINUES APACE, BUSINESSES ARE DEMANDING
PROVIDERS WHO CAN SEAMLESSLY MANAGE THEIR REQUIREMENTS
ACROSS GEOGRAPHICAL BOUNDARIES, WHILST DEMONSTRATING
FLEXIBILITY AND KNOWLEDGE OF LOCAL MARKETS.

33. 1) You need to change policies and
rules. I will tell you a secret: I’m an
illegal immigrant.
I still have to prove the Belgian government that I can speak
Dutch. That I know Belgians prefer Jupiler over Heineken. And
that I can earn a living.

34. 2
The Business Model behind AirBnb.com
Clickworker.com
a one-sided matchmaking platform
Example case: “Just like Amazon Mechanical Turk,
Depending on the rental price AirBnb takes a commission up to 12%.
people world wide are performing micro-tasks gaining
Other platforms use posting fees when people just swap goods or services.
micro-payments. ”
+300.000 people paid already with a tweet*
27/04/10
by BoardofInnovation.com pitch your business model visually via this free template
27/04/10
2) You need to start thinking local.
Lucrative local rooms.

35. 3) Smart targeting: Maybe the best targeted campaign ever.
Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate by asking them to
leave a review on Tripadvisor. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in
Europe.

36. 4) You can’t think in country borders.
Check your phone bill. Or bank. Or iTunes.

37. WITH THE GLOBAL ECONOMIC DOWNTURN RUMBLING ON, THE INNOVATION
OF NEW PRODUCTS AND SERVICES TO INCREASE EFFICIENCIES AND
REDUCE COSTS IS CITED AS FUNDAMENTALLY IMPORTANT BY CEOS.

38. 1) Go to market together with
your customers and clients.
Telenet launched their new Yelo product in beta and asked
their consumers to make it better.

39. The Business Model behind Quirky.com
a co-creation platform + e-shop
Suppliers will set a minimum amount on the pre-sales. If enough people buy
this product, it will be go into production.
27/04/10
by BoardofInnovation.com pitch your business model visually via this free template
27/04/10
Quirky makes money from idea generation.
Lucrative co-creation.

40. The Business Model behind Kickstarter.com
a marketplace for fund seekers
Kickstarter takes 5% of the funding as a commission.
27/04/10
by BoardofInnovation.com pitch your business model visually via this free template
27/04/10
Kickstarter goes even further.
Lucrative co-creation and co-funding.

41. The Business Model behind PatientsLikeMe.com
a community platform for patients
With permission, PatientsLikeMe gathers data that can be resold for huge sums
to third parties likes pharmaceutical companies. Simple. Marvelous.
27/04/10
by BoardofInnovation.com pitch your business model visually via this free template
27/04/10
2) Invest in data, knowledge and algorithms, like Patientslikeme.
The ever growing business of gathering and selling data.

42. 3) Smart metrics: Blurb’s nifty use
of the Net Promoter Score.
Online publishing platform Blurb goes the distance in
stimulating people to talk about them. They measure how
likely it is that you will recommend the product to friends.
Even more, they use this information to tailor offerings.

43. 4) Learning from social media: gradual engagement.
Consumers have both monetary and conversation value. Instead of bombarding them with messages, only targeting
them in campaign season or approaching them as cash cows, engage them.

44. Facebook forces gradual
engagement.
A lot of campaigns are designed to collect Facebook likes. To be
able to tap into the consumer news feed, however, a consumer
had to have a recent interaction with a brand.

45. Twitter forces gradual engagement.
The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hour
content strategy.

46. Campaigns vs programs in engagement.
Campaigns have high reach and big impact, but are limited in time.
Programs are continuous efforts to gradually engage consumers.

47. Please. Let technology
work for you. If not, it
will work against you.
How?

48. Create momentum in your organization.
Key in integrating social media is to build a ripple effect of small successful projects. It gives people in the
organization time to adapt and learn. It give you time to build business cases and build support.
Define goals with intrinsic, learning and change management KPIs.

49. Define really really clear KPI’s.
We willen een reeks van succesverhalen.
*Intrinsic - Learning - Change Management KPI’s. Polle de Maagt for InSites Consulting.

50. Act yourself.
48
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.

51. I hope I was worth talking about.
Hi. My name is Polle de Maagt and I am an independent
digital / social media consultant based in Ghent, Belgium.
Download this presentation at
Polle.me/SAPiencebe2011
www.polledemaagt.com
@polledemaagt
polle@polledemaagt.com