"The best digital advertising in the world" for Vlerick Leuven Gent Management School

The best digital
advertising of
the world
From ads to acts.
© InSites Consulting

Polle de Maagt for Vlerick Management School

Conversation readiness 1

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.


Polle de Maagt
Marketing consultant – polle@insites.eu - @polledemaagt

Nike Run Unleashed
Putting playfullness into running.

KLM Surprise
An experiment how happiness spreads.

Jong Tuig / Young Scum
Offline beers for online-minded talent.

? What was the best advertising
campaign ever?

Overview

A brief history of digital advertising
Smart Facebookisms
From ads to acts


Aha! Let’s do …
or
Wouldn’t it be awesome if …

Subservient chicken
The worst thing that ever happened. The start of the viral era.

2002
search engine optimization &
search engine marketing

Search engine marketing
Spam-ish, not always relevant, an never ending war and competition from (mainly) social
networks

?
How does this influence corporate
marketing and PR?
How does this influence your HR
policy?

2004: Kryptonite
Every time you use this case a kitten dies

2007: Vodafone
The mother of all webcare and web relations cases in The Netherlands

Social network marketing
Bannering mostly. Serious.

Yep. Second Life.
Next level bannering. Waste of money.

Overload of social media

2008
Cool banners &
advanced spamming

The rise of social crm and retargetting

2009
Anti-social media marketing

? What were the top-6 lines used
last year during the Cannes Lions
advertising awards?

6.
„We made the world a better
place‟

5.
„We created a Facebook
phenomenon‟.

4.
„We revolutionized the
advertising world‟.

3.
„Our idea translated into a
huge internet buzz‟.

2.
„We acted as creators of
entertainment‟.

1.
„We didn‟t create a website,
we created a social
movement‟.

Need even more proof?
Let‟s have a look at cute elephants.

In 2010 Boondoggle
used a little elephant
as the ultimate lean
mean conversion
machine.
(isn’t she cute)

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu

It didn’t start from a medium or
technology gadget.
It started from a remarkable story. A
transmedial story that is.

A story that is worth sharing.

They were asked to make Antwerp Zoo
top of mind when young families
consider to go out for the day.

On may 17th 2009, 559.824
people watched a live
broadcast starring a little
elephant.

1.200.000 stream viewers (in 1 day).

The first month, 165.000
visitors turned up for the
‘baby shower’.

Antwerp Zoo welcomed
300.000 extra paying visitors.
(+28% compared to 2008)

Kai Mook was nominated for
product of the year 2009 by
Belgian Newspaper De
Standaard.

Number 1 Carnaval Suit 2009.
Things really work when they end up on T-shirts or as a carnaval suit.
Number 1 Carnaval Suit.
We love stuff that ends up on t-shirts (and carnaval suits).

They created a story that was
worth sharing for 8 months.
Wouldn‟t it be awesome if we could make
every Belgian feel a little bit pregnant
too?

There was a central point.
A website that collected all efforts

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu

Gathering and activating fans
A Facebook group

A widget
Can‟t live with „em, can‟t live without „em

A trunk-o-lizer
Get an elephant trunk for your Facebook avatar

3.500.000
3.000.000
3.000.000

2.500.000

2.000.000

1.500.000

1.000.000

500.000
50.000
0

Media investment versus media value
If it‟s worth sharing, it isn‟t worth buying

2010
Towards localised and no-nonsense

Groupon: localised bargains
The coolest kid on the block. Collective buying power.
18,500,000+users, $775,000,000+ saved in two years

2010
Towards conversations and stories
“create stuff worth sharing”

Smart use of content
Pressdoc is a social media pressrelease platform

Service design
Zappos invited employees to WOW customers.

KLM Surprise
An experiment how happiness spreads

Overview

Smart Facebookisms
From ads to acts


Facebook Marketing: Best Practices

This is a Facebook profile page.
A Facebook profile page is an overview of all content and all connections of a specific
user. Photos, videos, notes, thoughts, links and an overview of friends and family. But
there’s even more: game scores, Slideshare powerpoints, YouTube videos or other rich
content.
But this is not about personal profile pages. This is about branded Facebook
pages.



This is a Facebook branded page.
A Facebook branded page has similar functions. You can add photos, videos or wall
posts (a bit like blog posts).
But there is so much more you can do.



Smart use of images.
Adidas and other companies use large profile
images to give extra personalization and
conversion to their pages.



Or just great copywriting.
Skittles uses hilarious status updates to keep the
community engaged.



Highlight your fans.
Coca Cola not only highlights the original founders of the
Facebook fan page, but also highlights fan content. A great
way to show appreciation and to give back.



Talk to your fans (when you’re ready).
When you gather fans, people will actually talk back. Start a conversation with them.
Help them, activate them and facilitate them.
Are you ready? See how conversation-ready you are with our conversation scan.

By the way: helping people helps. When you solve a customer problem well, 81% will
stay a customer and a whopping 63% will recommend you.

* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010



A custom tab.
When you are the owner (administrator) of a Facebook brand page, you can even add
custom tabs. The easiest way to do this is to search for “FBML” in the search window
and add an FBML tab to your page.



A custom tab: off the shelve solutions.
If you think this is too difficult, there is a wide range of companies offering ready made
custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even
more advances feaures. It is even possible to have extremely advanced applications
running within Facebook (some examples later ).



Service your customers.
KLM is one of THE examples on how to reach out to your customers. They turned
their Facebook page into a service desk.



Use events.
Facebook really isn’t
about online, it is
about exchanging
content and bringing
people together.
Online AND Offline
that is. That makes
Facebook a great
place to highlight
upcoming events, like
Starbucks does.



Random acts
of kindness.
KLM goes further than
mere service by
randomly surprising
their customers. Great
talkable content is the
result.
See more at
klmsurprise.com



Use location.
If you think this is too difficult, there is
a wide range of companies offering
ready made custom tabs. Like
Involver. They offer tabs for video,
twitter, sweepstakes and even more
advances feaures. It is even possible
to have extremely advanced
applications running within Facebook
(some examples later ).



Managing a
global brand:
Starbucks.
Starbucks services global
customers via their global
fanpage, but also helps local
customers to find their
localized Starbucks pages.



Integrating existing efforts: Starbucks.
Starbucks integrates popular elements of their existing starbucks.com into their
Facebook presence: you can manage your Starbucks card from within Facebook.



Creative with default options.
VJ Sam de Bruyn’s Facebook profile shows an actual message: I love Justin Bieber.



Taking it even further.
Some brands and companies even take it further and
integrate Facebook functionality in the core elements
of their products.



Deep Facebook
integration: Nike.
Whenever you start a run within the
Nike+ Running application, you can
ask your Facebook friends to cheer for
you. How? Nike sends a wall post to
Facebook where other users can
comment and like. Every comment
and like turns into a cheer in the
runner’s headphone.



Print your Facebook status updates in a book.
Book of Fame is an initiative of Leuven-based (Belgium) Boondoggle Life Labs.



Offline to online.
Likify lets users become instant fans
online. Whenever they scan a Qrcode with
their cellphone, they become afan on
Facebook.


Overview

Smart Facebookisms
From ads to acts


Honestly, sentences like the world has changed,
power has shifted to the consumer, increase your
share of conversation, consumers trust each other
most, shifting power from marketers to consumers,
marketers are no longer in control, social media
strategy and learn to lose control give me a minor
headache.

While it is really really simple.

People talk. A lot.
Internet made it pretty easy to talk. But
still: 80% of the talking is done offline.
You might not be surprised that talking
influences others. Especially when the
conversations are searchable and
retweetable.
Consumers talk better, more and more
genuine than brands.

So you better be ready.

Kindness, happiness and cool things are talkable.
KLM surprised random passengers in their effort to discover how happiness
spreads. Advertising campaigns make great conversation starters.

“
Consumers out-conversate brands.

“
Create stuff worth sharing.
Tom de Bruyne (Boondoggle)

It isn’t about remarkable talks, it is about acts.
Put your money where your mouth is.
Start doing things that proof your commitment to help consumers.

“
Focus on what really matters: making users
happy with your product as quickly as you
can, and helping them as much as you can
after that. If you do those better than anyone

“
else out there you‟ll win.
Marc Hedlund (Wesabe)

A remarkable company culture works.
Every company has it‟s stories and ambassadors, like Nike‟s Ekins. Capitalize on
these stories and turn your employees in an army of ambassadors.

Your product might have fans who’d love to help.
Facilitate them in sharing.

Buying new consumers is expensive.
Keeping your customers is less expensive than acquiring new ones.
And happy customers spread the words. Customers who are fed up … well … not.

Helping people helps.
Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)
and falling below customer expectations erodes loyalty (5%/71%).
* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010

When you understand your customers, you’ll do better.
66% of marketers is disconnected from their target audience. Ouch.
* InSites Consulting, Meet The Joneses Research, 2010

If someone asks you a question, answer politely.
Zappos invites every employee to WOW their customers. By the way: 11% of
organizations doesn‟t reply to customer emails.
* InSites Consulting, Meet The Joneses Research, 2010

Recap.
People talk. A lot. And offline too.
Kindness, happiness and cool things are
talkable.
It isn‟t about remarkable talks, it is about acts.
A remarkable company culture works.
Buying new consumers is expensive.
When you understand your customers, you‟ll
do better.
If someone asks you a question, answer
politely.

It’s really about being human.
It is about asking yourself „What should
consumers be saying to each other after
they‟ve seen my ad or contacted me and
my brand?‟

It is about integrating conversations in
all thinking and acting.

It is about observe – facilitate – join.

Not convinced yet?
We asked 500 European marketers what they do with
word-of-mouth.
And we asked them about how they compared to their
competitors in terms of return on investment,
turnover growth, profitability, market share and
customer satisfaction.

Guess what.

Product
improvement

Offline WoM Road map
WoM

The best performing marketers do three things
that make them stand out.
* Conversation Readiness research amongst 500 European marketers

Product
improvement

WoM

1) They start to implement Word-of-Mouth right
away, applying it to their current products.

Product
improvement

WoM

2) They realize Word-of-Mouth isn’t only online.

Product
improvement

WoM

3) They approach Word-of-Mouth strategically.
* ConversationReadinessresearchamongst500Europeanmarketers

Read the manual.
Seriously.
Read it.

? How to plan for a new kind of
advertising?

Make things happen

Touchpoints, People and Content

Touchpoints People Content

E.g. Out-of-office E.g. Our gurus E.g. Client cases

h

Paid, Owned and Earned media.
…
Ads to acts


Paid media
…
Ads to acts


Owned media
…
Ads to acts


Earned media
…
Ads to acts


? How to organise this kind of
agency?

? What is a relevant measure of
success?

Facebook fans the new measure of success?
Fans are a mere newsletter 2.0

The campaign reached only 17.000 people
Success: referral (8), mentions (200), 40% of target audience

Brand leverage model.
Content

The brand leverage model defines how a strong brand identification fuels brand
conversations and brand perception and how all three of them fuel brand leverage.
Brand leverage is an extremely important metric, because it has a strong correlation
with brand purchase, brand promotion and perceiving a brand as being “close to
ideal”.

Brand
Conversations
Purchase brand

Brand
Brand Promote brand
leverage
Identification
R²=.50
Brand is
close to ideal
Brand
Perception

Brand leverage model Van Belleghem, Schillewaert Vergult


You can forget most of the silly things I said. But, please:

Remember these five
things.

1) The world is a conversation
network and customers out-
conversate brands.
It is about integrating conversations in
all thinking and acting.
It is about managing the conversation.

2) It is about changing the way you
treat your consumers. About
acting human.
It is about doing what you say you do, it
is about listening and acting.
About observing, facilitating and joining
the conversation.

3) It isn’t rocket science.
Kindness, happiness and cool things are
talkable.
Great products create happy customers.
When you understand your customers, you‟ll
do better.
If somone asks you a question, answer
politely.

4) It is about starting from a story
worth sharing and making it
shareable.

I hope I was worth sharing.
Send me an email at
polle@insites.eu so I can help you
remind of the 48 hours.
Find the presentation at
http://polle.me/vlerick11


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