social media success; a tribute to excel and managementporn for #smc050
TRANSCRIPT
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Social media success.
A tribute to Excel andmanagementporn.
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I got married.The most beautiful girl in the
world turned out to be Flemish.
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2006, my first bunch of articles on social media.
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1982 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Moved toAmsterdam
Moved toGhent
Got marriedto Marieke
Quit school
Born in Tilburg (NL)
as Polle de Maagt
Strategic Plannerat Boondoggle
Marketing Consultantat InSites ConsultingTrendwatcher
at Trendwolves
Prime Ministerat Ministry of
World Domination
Social media consultant(yeah, don’t we all ...)
Freelance webdesigner(yeah, didn’t we all ... )
Multimedia / 3D Designat College of Multimedia
Communicationsat Fontys University
Eindhoven
Communicationsat Tilburg University
First Marathon(NYC 2005)
A brief history of the stuff I did.
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Download via game.klm.com
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Social media experts/consultants (agency-side);
What is your biggest frustration?
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Digital professionals within an organization;
What is your biggest frustration?
*Except for all these annoying social media experts?
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We think we know better. That the world is changing. And everyone
who disagrees ‘doesn’t get it’.
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But honestly, we don’t get it.
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LOVE IT OR HATE IT?|
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DUDE, WHERE’S MY SUITCASE?!
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I stumbled upon (part of) the solution a few months later.
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Would this work?Would this make a difference in
their tips?
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The problems.
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They speak a different language.
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The Dutch government decided to communicate high-salary government officials, hoping they would settle for a lower salary due to public pressure. The opposite thing happened.Officials started to compare their salary and demanded for an increase.
That’s where seduction starts eating communication for breakfast.
We are more stupidthan we think.
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WE SELL DREAMS, NOT ACTIONS.
We’re in the wrong business.
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Our dodo problem.We lack natural enemies.
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Polle de Maagt @polledemaagt
WHAT YOU’RE REALLY DOING.
WHAT YOUR BOSS THINKS YOU’RE DOING.
WHAT THE WORLDTHINKS YOU’RE DOING.
We only fight 1 battle, whilst there are 3.
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Every company is different.
Geen social media service (niemand stelt vragen over bier).Zwaartepunt van KLM: 28.000 interacties per week (!) via
Facebook en Twitter.
Zwaartepunt van social aanwezigheid Heineken; veel engaging content en merkcampagnes.
Continue laag engaging content. Campagne uitschieters.
Praktisch geen commerce, buiten wat merchandise.Goede runner-up: veel commerce initiatieven, zowel rondom
acquisitie als loyaliteit.
Service
MerkReputatie
Commerce
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What are we looking for?
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Ripple(or: traction/flow/flux)
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The solution?The speedboat-approach.
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The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
7 elements to generate ripples within your organisation.
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Photo by
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The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating ripples within your organisation.
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Photo by
Pick your battles.1
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Every manager can be convinced.
DANIEL TERMONT, MAYOR OF GENT.
DANIEL’S FIRST TWEET.
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The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating ripples within your organisation.
1
23
45
67
Photo by
Act small, learn from results.2
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]
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My physician in Gent, Karim de Boever, uses both Twitter and Instagram. He ‘likes’ healthy food of his clients on Instagram and doesn’t react on not-so-healthy food. Nudging people to live healthier.
Social media for physicians.
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The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating ripples within your organisation.
1
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45
67
Photo by
Plan for multiple return.3
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Triple return on pilot projects.Polle de Maagt @polledemaagt
INTRINSIC.
CHANGE
YOUR PILOT PROJECTS
LEARNING
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The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating ripples within your organisation.
1
23
45
67
Photo by
Plan for the ripple effect.4
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“You might call us naive.Or even a bit crazy.But we think we can be a better company.A company that is all about the community.”
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Yeah.They even got theirown hand signal.
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Introducing the Viking ad agency.The Viking-gets-Viking program.
43% of the Vikings is through other Vikings.
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The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating ripples within your organisation.
1
23
45
67
Photo by
Create momentum.5
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2009 2010 2011 2012 2013
Start of our social media
efforts.
04/2010The ash cloud.
04/2013KLM Space, win a ticket to space by
involving your friends.
01/2013Must See Map, get
your friends tips on a personalized travel
map.
09/2012Social Offer, a
democratized sales promotions: consumers
help to decide on destination and price.
09/2011KLM Live Reply, a
shareable video with a live reply to a follower’s
question by KLM employees.
04/2011Tile & Inspire, tile
yourself and have your photo on a plane.
02/2012Meet & Seat, pick your
seatmate based on their Facebook/Linkedin profile.
07/201124/7 servicing via
twitter, facebook based on a 60min reply.
KLM has come a long way.From social media to social business.
11/2010KLM Surprise, an
experiment on how happiness spreads.
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The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating ripples within your organisation.
1
23
45
67
Photo by
Vectors, not plans.6
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Vectors and ripples.Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.
Try to define strategic vectors and small pilots (speedboats) within these vectors.
Polle de Maagt @polledemaagt
Intermediate
Novice
Start
Expert
Sensibilisation Conversion Metrics &Reporting
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The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating ripples within your organisation.
1
23
45
67
Photo by
Help your manager help their manager.
7
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That is the speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
1
23
45
67
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7 elements to generate ripples within your organisation.
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Do something within 48 hours.
hours minutes
*Yes, Steven van Belleghem taught me that.
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Tell me what you did.And tell me what you did.@[email protected]