The document discusses Polle de Maagt's perspective on social media implementation challenges and opportunities. Some key points: 1. De Maagt advocates for a "speedboat approach" - a 7 step process to generate ripples of change within an organization, beginning with getting buy-in from senior managers and proving results from small tests. 2. Traditional approaches tend to be too big and fail to learn from testing. De Maagt suggests launching concepts below the radar to avoid budget/legal issues. 3. True social media implementation requires moving from ads to acts that help customers. Each small act moves a company closer to leveraging unused potential in a more customer-connected way. 4. De

1. Polle de Maagt @polledemaagt
Why we keep failing in really
implementing social media.
@polledemaagt for #Marcom12

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

3. Polle de Maagt @polledemaagt
I try to change companies to be less about ads and more about acts.
Now Previously

4. Polle de Maagt @polledemaagt
Sorry, I only have 25 minutes.
So, let’s get to business.

5. Polle de Maagt @polledemaagt
Let’s talk social media.
The first articles on social media emerged in 2003*.
Honestly, what changed since then?
* I published my first article in spring 2006 on Marketingfacts.nl called “Hyves for marketeers”.

6. Polle de Maagt @polledemaagt
Social media discussion is dominated by recycling.
A lack of great cases. Discussion is dominated by social The true experts stay hidden.
media watchers.
What is your favorite social media case? A tribute to people like Jan van der Aa,
Really? Was it converting? What part of Most presentations are about the cases Gert Wim ter Haar, Thije Nobbe, Rogier
the success is because of a sick media other people did. And that is good, but we Reker, Robert Lommers and the others
budget? need more real cases and less meta that do all the work behind the screens.
discussions.
*You will love Steven’s book by the way. And get his new one,
The Conversation Company.

7. Polle de Maagt @polledemaagt
Social merely scratches the surface.
Advertising
Build reach
Drive traffic
Core Apps
processes More complex
functionalities
Web relations
Actually helping people. FB connect sites
E.g. Meet & Seat
Actually making money.
Staff/marketing Cocreation
Different levels of
Campaigns cooperation with customers.
Drive traffic
Give engagement boost
The social media geeks.

8. Polle de Maagt @polledemaagt
But, above all ...

9. Polle de Maagt @polledemaagt

10. Polle de Maagt @polledemaagt

11. Polle de Maagt @polledemaagt

12. Polle de Maagt @polledemaagt

13. Polle de Maagt @polledemaagt

14. Polle de Maagt @polledemaagt

15. Polle de Maagt @polledemaagt
So, now what?!
*I tried to use only my own projects.

16. Polle de Maagt @polledemaagt
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
A 7-step approach generating
ripples within your organisation.
7 6
4
5
2
3
1
Photo by

17. Polle de Maagt @polledemaagt
Vectors and ripples.
Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.
Expert
Conversion Metrics & Intermediate
Sensibilisation
Reporting
Novice
Start

18. Example: KLM onboard service evolution.
From social media to a social business.
2010 2010-2011 2011-2012 2012-2013
Social campaigns Social service Social Products A true social business
Social seating, booking and sales
Can you guess what’s next?

19. Polle de Maagt @polledemaagt
Daniel Termont, Gent’s mayor (of the
real world that is, not Foursquare).
We found his button (mainstream media).
And for many within the city’s organisation,
that was their button.
Actually his first tweet.
Make a senior manager horny.
Get a supporter, the highest ranked person you can get. Some get motivated
by bling, others by Excel sheets or innovation. Find that button.
1 2 3 4 5 6 7

20. Polle de Maagt @polledemaagt
Rabobank’s Robert Lommers started out in
local Utrecht Rabobank entity (in 2007).
Testing, twittering, replying, finding likeminded
people within the company. Over the last 5 years, it
evolved into a 16-person social hub.
Small working groups without legacy.
Make sure your team isn’t tied with their hands on their back. Be legacy-free.
1 2 3 4 5 6 7
Photo by Upstream/Marco Derksen. *Rabobank is not a client.

21. Polle de Maagt @polledemaagt
Launch new concepts
below the company radar.
You don’t want budget issues.
Legal issues.
Corporate communications issues.
So, do first, ask later.
1 2 3 4 5 6 7

22. Polle de Maagt @polledemaagt
Act small and learn from the results.
Most projects are just so big that they’re bound to fail.
Owner Eduardo asks every
client to leave a testimonial.
At tripadvisor.com, the main source
for tourists to find a hotel or B&B.
The result?
Il Giglio d’Oro was the no 1 B&B in
Italy and no 7 in Europe.
1 2 3 4 5 6 7

23. Polle de Maagt @polledemaagt
Would this work?
Would this make a difference
in their tips?
Act with scrum, agile, beta mentality.
No-one knows what’s next in social. So you better be flexible enough to go with the flow.
1 2 3 4 5 6 7

24. Polle de Maagt @polledemaagt
More buy-in from
your proof points.
So, how do you convince a B2B
consulting company that social media
actually works?
Not by twittering. Let alone starting a
Pinterest channel.
But by showing it generates leads.
High quality leads.
And using that to build leverage for
other channels.
1 2 3 4 5 6 7

25. Polle de Maagt @polledemaagt
108,084
total mentions
14.8%
January sentiment:
13,939 more mentions
than December 2011*
positive negative neutral
47% 48% 5%
*Includes*Twi.er,*Facebook,*ar6cles,*blogs,*forums*&*other*social*media*networks*
Propel waves of success.
Everyone wants to be part of a winning team. Be that winning team.
1 2 3 4 5 6 7

26. Polle de Maagt @polledemaagt
You can forget most things I told you.
But please remember this ...

27. Polle de Maagt @polledemaagt
The speedboat-approach.
A 7-step approach generating ripples within your organisation.
7 Propel waves of success.
6 More buy-in from your proof points.
5 Act with scrum, agile, beta mentality.
4 Act small and learn from the results.
3 Launch new concepts below the company radar.
2 Small working groups without legacy.
1 Make a senior manager horny.
Photo by

28. Polle de Maagt @polledemaagt
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.

29. Polle de Maagt @polledemaagt
Let me know how you change your
company.
@polledemaagt / polle@polledemaagt.com / polledemaagt.com
Download the presentation at http://polle.me/polleformarcom12
(and please, give me a nice speaker rating)