Polle de Maagt gives a presentation about creating acts instead of ads and leveraging unused potential. She discusses 3 key points: 1) Marketing is too important to leave to just the marketing department, 2) Companies should create acts, not just ads, as Leo Burnett said, and 3) Companies should create content that is worth sharing, as Tom de Bruyne said. She talks about an experiment KLM did using Foursquare data to surprise passengers that got over 1 million impressions. She emphasizes defining projects with intrinsic, learning, and change management KPIs to drive change in a company.

1. Polle de Maagt @polledemaagt
Taking travel from
ads to acts.
Let’s stop talking about social media.
Let’s start doing stuff that matters.

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

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
I will mainly talk about them today.
Sorry, I only have 30 minutes ...

5. And I write about it.
Mostly to sharpen my own mind, sometimes to make myself completely ridiculous.
www.polledemaagt.com @polledemaagt

6. This presentation is 100% Apple, eBay and Zappos-free.
And I will only talk about stuff I either experienced or worked on myself.

7. I would like to talk about 3 things today.
(Don’t worry, I made them tweet-size, so you can share them via the backchannel).

8. “
Marketing is way too important to leave it up to the
marketing department.
Steven van Belleghem.
“
“ Create acts, not ads.
Leo Burnett.
“
“ Create stuff worth sharing.
Tom de Bruyne.
“

9. 1
“
Create acts, not ads.
Leo Burnett.
“

10. Over the last 8 years ...
... I have been a 30K customer.
9,1 %
was not delayed or cancelled
Over my last 11 itineraries.

11. The growing challenge of managing expectations.
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 ...

12. 2
“
Marketing is way too important to leave it up to the
marketing department.
Steven van Belleghem.
“

13. A small experiment in happiness.
“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.

15. Honestly. Cool or freaky?

16. The most important thing: it created momentum.
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.

17. Polle de Maagt @polledemaagt
Instruments of change.
People don’t change overnight. Nor do companies. Use a set of tools.
1 2 3 4
Unused potential of your Workshops, training and Guidelines & Smart projects.
employees. coaching. Best Practices.
Small, manageable project with
WHAT
What people already support our Knowledge, training and People need both negative and
cause? Who can help us spread structural coaching. positive stimuli. Guidelines to set clearly defined scopes and goals
the word? Build best practices? the boundaries, best practices to that help the organization learn,
Excite others? get inspired and excited. change and set next steps.
Scanning the organization for key Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on
opinion leaders, evangelists and workshop and knowledge media guidelines and procedures. feasibility versus impact.
BY
advocates. sessions with different Defining clear roads ahead by Defining clear KPI’s in terms of
departments. sharing best practices. intrinsic goals, learning goals and
change management goals.
EXAMPLES
Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, branchemarking Spearhead employees to test new tools,
Camp with thought leaders, etc. workshops, content brainstorms, initiatives, etc. A/B testing channels, etc.
internal conferences, etc.

18. Polle de Maagt @polledemaagt
Smart projects and 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.

19. Polle de Maagt @polledemaagt
Project KPIs.
To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management
KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also
to be able to make a project successful on several axes.
Intrinsic KPIs
Your ‘normal’ set of KPIs that are
easy to measure. E.g. grow 50% in
number of followers.
INTRINSIC
LEARNING CHANGE
MANAGEMENT
Learning KPIs Change management KPIs
What can we learn from these How will this project help change the
projects? E.g. learn which content organization E.g. convince manager X that
works best to convert people to fans LinkedIn is as converting as twitter,
or followers. gather a spearhead group of 50 internal
enthousiasts.

20. “
If you can’t prove your return, you should be fired.
(Yes, you can quote me on that).
“

21. 3
“
Create stuff worth sharing.
Tom de Bruyne.
“

22. 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?
*Ok ok ... I did NOT work on this case. My former colleagues did. And it’s a local SMB case. So cut me some slack :)

23. Warning: this part is a bit theoretical.

24. 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
has to have a recent interaction with a
brand.

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

26. Polle de Maagt @polledemaagt
The concept of 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.
Stumbling Endorsing
Consumer stumbled upon online Consumer tells others. Consumer
brand content or comes into contact likes a piece of content, collects it,
with us offline. E.g. consumers reads curates it, retweets it, shares it and/or
an article shared by a friend. evaluates a brand. E.g. consumer
ranks a hotel on Tripadvisor.
Contributing
Consumer collaborates with a brand
Following on adhoc or long term basis. E.g.
consumer joins Telenet cocreation
Drifting Consumer commits to the brand by
community.
Consumers aren’t engaging in any liking, subscribing, following or ‘fan’-
way. E.g. consumer is just browsing ing the brand or leaving contact
around online, doesn’t visit our details. E.g. consumer becomes a
stores. facebook fan.

27. Polle de Maagt @polledemaagt
Campaigns versus programs in engagement.
Campaigns have high reach and big impact, but are limited in time.
Programs are continuous efforts to gradually engage consumers.
Stumbling Endorsing
Consumer stumbled upon online Consumer tells others. Consumer
brand content or comes into contact likes a piece of content, collects it,
with us offline. E.g. consumers reads curates it, retweets it, shares it and/or
an article shared by a friend. evaluates a brand. E.g. consumer
ranks a hotel on Tripadvisor.
Adwords Activate
to convert to share Spotlight on
ambassadors
Select for
Bannering community
for likes
Fill the funnel Contributing
Consumer collaborates with a brand
Following on adhoc or long term basis. E.g.
consumer joins Telenet cocreation
Drifting Consumer commits to the brand by
community.
Consumers aren’t engaging in any liking, subscribing, following or ‘fan’-
way. E.g. consumer is just browsing ing the brand or leaving contact
around online, doesn’t visit our details. E.g. consumer becomes a
stores. facebook fan.

28. ]
It works beats “it would
be cool if” every day.
Just make sure it does the job.
Maybe the best social media campaign ever.

29. You can forget most of the things I said
today. But please, remember 3 things.

30. “
Marketing is way too important to leave it up to the
marketing department.
Steven van Belleghem.
“
“ Create acts, not ads.
Leo Burnett.
“
“ Create stuff worth sharing.
Tom de Bruyne.
“

31. 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.

32. Let me know what you did.

33. Thanks for your time.
Download the presentation at polle.me/travelmedia2011
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)
http://polle.me/travelmedia2011