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Polle de Maagt @polledemaagt




     The noble art
  of building brands
    worth sharing.
       Let’s stop talking, let’s start doing.
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.
I try to change companies to
  be less about ads and more about acts.
Through inspiration, strategy and coaching.
I work(ed) for companies like
And I write about it.
Mostly to sharpen my own mind, sometimes to make myself completely ridiculous.




    www.polledemaagt.com                            @polledemaagt
This presentation is 100% Apple, eBay and Zappos-free.
 And I will only talk about stuff I either experienced or worked on myself.
                I hope that’s practical enough for you guys ;)
I would like to talk about 3 things today.
 (Don’t worry, I made them tweet-size, so you can share and/or remember them).
“
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.

                                             “
“
Social media is way too important to leave it up to the
                marketing department.
                      Polle de Maagt.

                                         “
                “Create acts, not ads.
                       Leo Burnett.

                                        “
            “Create stuff worth sharing.
                      Tom de Bruyne.

                                          “
“
Social media is way too important to leave it up to the
               social media department.
                      Polle de Maagt.

                                         “
                “Create acts, not ads.
                       Leo Burnett.

                                        “
            “Create stuff worth sharing.
                      Tom de Bruyne.

                                          “
1

“
Create acts, not ads.
      Leo Burnett.

                     “
A competition worth participating.
 Wouldn’t it be awesome to see Denmark’s brightest football star Nicklas Bendtner’s score the winning goal in
 your shoes? The campaign invited youngsters to design a pretty remarkable pair and activate their friends to
                                              help them win.




                                                                           Nicklas Bendtner
New Mercurial Vapor boot                                                       What a guy.
Not the same round every day,
 but a route worth running.




                                                                                               Results?
                                                                                   Over 500 designed pairs and 60.000
                                                                                         activated youngsters.
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.



Nike changed the way people run.
        A club worth joining
         Connected 24/7/365.


                                                             Results?
                                                   Over 40.000 connected runners,
                                                  behavior change amongst runners.
                                                   SpinAwards and Webby Award.
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 ...
Go to market with your customers.
          Telenet launched Yelo, an innovative product that let consumers watch TV live on any device. One problem:
              the product wasn’t finished. The solution? Involve the consumers via facebook, twitter and a closed
                                         community to make the product even better.
             A beta product
    A product that could be improved on
  every level: from service, to interface and
         from content to functions.




  Involved customers                                                                                       Results?
Customers were involved via                                                                            Over 15.000 ideas.
twitter, facebook, blog and a                                                                       A neutralized discussion.
closed research community.
*Ok, ok, this is not my own case.
So, where was the chapter
on tweets and wallposts in
our brand book again?
How can you be both coherent in
customer service, invoices, tweets and
wallposts?
Polle de Maagt @polledemaagt



                                  Coherent brands: Dogma is for dogs.
              Usually, brands are defined in vision documents. Or even worse, tag clouds. But with so many new
          touchpoints between brands and consumers, we need an identity that both works in a tweet and an invoice.
                     An identity that is coherent, media-neutral and that inspires rather than restricts.




                                                                                                      Inspiring copy
                                                                                                   Copy that sets the tone,
                                                                                                    restricts, inspires and
                                                                                                  shows company character.




       Visual feel
Eyecandy support for the                                                                              ... and seriously
 copy and company feel.                                                                             If a dog food company
                                                                                                    can do it, you can do it.
2

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

                                          “
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.
The noble art of building brands worth sharing for Lessius Interactive Marketing.
Honestly. Cool or freaky?
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 gives you time to build business cases and build support.
Define goals with intrinsic, learning and change management KPIs.
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.
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.
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.
“
If you can’t prove your return, you should be fired.
               (Yes, you can quote me on that).

                                                   “
3

“
Create stuff worth sharing.
        Tom de Bruyne.

                          “
Hierbij de advertentie van
Boondoggle voor Adformatie.




               My old friends from ... euh ...

                                                                        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.
A celebration of stuff worth sharing
                                       Boondoggle Amsterdam asks it’s friends:
                                      what makes you horny? That usually turns
                                        out in 15 speakers with 10 slides worth
                                          twittering and facebooking. Each.



                                                                This is @btriele by the way.
                                                           A guy that most definately will make you
                                                                            horny.




Use your unused potential.

   People cooler than you
Boondoggle Amsterdam invites it’s
 friends to attend. Usually, people
cooler than you (and certainly me).
Warning: this part is a bit theoretical.
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.
Twitter forces gradual engagement.
The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-
                                           hour content strategy.
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.
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.
]




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




Maybe the best social media campaign ever.
You can forget most of the things I said
 today. But please, remember 3 things.
“
Social media is way too important to leave it up to the
               social media department.
                      Polle de Maagt.

                                         “
                “Create acts, not ads.
                       Leo Burnett.

                                        “
            “Create stuff worth sharing.
                      Tom de Bruyne.

                                          “
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.
I try to change companies to
  be less about ads and more about acts.
Through inspiration, strategy and coaching.
Thanks for your time.
             Download the presentation at polle.me/lessius2011
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)




                  http://polle.me/lessius2011
The noble art of building brands worth sharing for Lessius Interactive Marketing.

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The noble art of building brands worth sharing for Lessius Interactive Marketing.

  • 1. Polle de Maagt @polledemaagt The noble art of building brands worth sharing. Let’s stop talking, let’s start doing.
  • 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
  • 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. I hope that’s practical enough for you guys ;)
  • 7. I would like to talk about 3 things today. (Don’t worry, I made them tweet-size, so you can share and/or remember them).
  • 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. “ Social media is way too important to leave it up to the marketing department. Polle de Maagt. “ “Create acts, not ads. Leo Burnett. “ “Create stuff worth sharing. Tom de Bruyne. “
  • 10. “ Social media is way too important to leave it up to the social media department. Polle de Maagt. “ “Create acts, not ads. Leo Burnett. “ “Create stuff worth sharing. Tom de Bruyne. “
  • 11. 1 “ Create acts, not ads. Leo Burnett. “
  • 12. A competition worth participating. Wouldn’t it be awesome to see Denmark’s brightest football star Nicklas Bendtner’s score the winning goal in your shoes? The campaign invited youngsters to design a pretty remarkable pair and activate their friends to help them win. Nicklas Bendtner New Mercurial Vapor boot What a guy. Not the same round every day, but a route worth running. Results? Over 500 designed pairs and 60.000 activated youngsters.
  • 13. 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. Nike changed the way people run. A club worth joining Connected 24/7/365. Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
  • 14. 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 ...
  • 15. Go to market with your customers. Telenet launched Yelo, an innovative product that let consumers watch TV live on any device. One problem: the product wasn’t finished. The solution? Involve the consumers via facebook, twitter and a closed community to make the product even better. A beta product A product that could be improved on every level: from service, to interface and from content to functions. Involved customers Results? Customers were involved via Over 15.000 ideas. twitter, facebook, blog and a A neutralized discussion. closed research community.
  • 16. *Ok, ok, this is not my own case.
  • 17. So, where was the chapter on tweets and wallposts in our brand book again? How can you be both coherent in customer service, invoices, tweets and wallposts?
  • 18. Polle de Maagt @polledemaagt Coherent brands: Dogma is for dogs. Usually, brands are defined in vision documents. Or even worse, tag clouds. But with so many new touchpoints between brands and consumers, we need an identity that both works in a tweet and an invoice. An identity that is coherent, media-neutral and that inspires rather than restricts. Inspiring copy Copy that sets the tone, restricts, inspires and shows company character. Visual feel Eyecandy support for the ... and seriously copy and company feel. If a dog food company can do it, you can do it.
  • 19. 2 “ Marketing is way too important to leave it up to the marketing department. Steven van Belleghem. “
  • 20. 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.
  • 22. Honestly. Cool or freaky?
  • 23. 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 gives you time to build business cases and build support. Define goals with intrinsic, learning and change management KPIs.
  • 24. 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.
  • 25. 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.
  • 26. 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.
  • 27. “ If you can’t prove your return, you should be fired. (Yes, you can quote me on that). “
  • 28. 3 “ Create stuff worth sharing. Tom de Bruyne. “
  • 29. Hierbij de advertentie van Boondoggle voor Adformatie. My old friends from ... euh ... 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.
  • 30. A celebration of stuff worth sharing Boondoggle Amsterdam asks it’s friends: what makes you horny? That usually turns out in 15 speakers with 10 slides worth twittering and facebooking. Each. This is @btriele by the way. A guy that most definately will make you horny. Use your unused potential. People cooler than you Boondoggle Amsterdam invites it’s friends to attend. Usually, people cooler than you (and certainly me).
  • 31. Warning: this part is a bit theoretical.
  • 32. 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.
  • 33. Twitter forces gradual engagement. The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24- hour content strategy.
  • 34. 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.
  • 35. 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.
  • 36. ] It works beats “it would be cool if” every day. Just make sure it does the job. Maybe the best social media campaign ever.
  • 37. You can forget most of the things I said today. But please, remember 3 things.
  • 38. “ Social media is way too important to leave it up to the social media department. Polle de Maagt. “ “Create acts, not ads. Leo Burnett. “ “Create stuff worth sharing. Tom de Bruyne. “
  • 39. 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.
  • 40. I try to change companies to be less about ads and more about acts. Through inspiration, strategy and coaching.
  • 41. Thanks for your time. Download the presentation at polle.me/lessius2011 or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com) http://polle.me/lessius2011