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Polle de Maagt @polledemaagt




                  From social gimmicks to social business.
                               Storytelling in the social age.

                                  @polledemaagt for PromaxBDA
Polle de Maagt @polledemaagt




                               Sorry, I’m from mainland Europe.
           That means my perspective on New Zealand/Australian TV is rather limited.




               Neighbours &                 Steve Irwin &           ... something with
             McLeod’s Daughters.          Crocodile Dundee.         Lord of the Rings.
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.                                                 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.
Polle de Maagt @polledemaagt




                                    We are storytellers.
                               Well ... you guys are. I’m just a geek with a babyface.
Polle de Maagt @polledemaagt




                                    Like the old proverb says ...


                                   Tell me and I’ll forget;
                               Show me and I may remember;
                               Involve me and I’ll understand.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt




                         The challenge of managing expectations.
                                                     Over-the-top-delivery
                                                     Feeds negative conversations




                                                     Over-delivery
                                                     Feeds positive conversations




    Expectations level                               Delivery
    Set by pricing, brand, communications,           No reason for conversations
    previous experience, hearsay




                                                     Under-delivery
                                                     Feeds negative conversations
Polle de Maagt @polledemaagt




       KLM Surprise
Polle de Maagt @polledemaagt




                                     Dude, where’s my suitcase?!




                           The suitcase-principle: you can do all the cool social business stuff
                             you want, but if you don’t get the basics straight, you’re lost.
Polle de Maagt @polledemaagt




                                  Storytelling in the social age.
                                   From social gimmicks to social business.




          Concepts worth sharing.                  Stuff worth engaging in.              Stories that build our business.

       Don’t push, craft concepts that are     Filling the gaps in between shows and     Test. Measure. Map. And prove that the
          intrinsically worth sharing.         engaging audiences on the long term.         way you’re going is the right one.




        *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
Polle de Maagt @polledemaagt


                                 Constructing a shareable story.
                               Don’t push. Create stuff worth sharing.
                         Grand prize



                                             A cause worth joining
                                                 A purpose to believe in.           Smart media
                                        A reason to start your own Facebook page.   investments
             Celebrities



                                           A concept worth bugging
                                               your friends with
                                           Consisting of stuff worth sharing
                                          and a reason to engage your friends.



                                             A shareable construct
                                             Removing all hurdles, making it
                                               easy to share and embed.
Polle de Maagt @polledemaagt




                                         A cause worth joining




                 A collective goal              Something we can all relate to.                   Prove in acts, not ads

 Serious Request is a Dutch concept where 3     Belgian TV program ‘Basta’ took on the         Kony2012 goes beyond a simple
  DJ’s are locked in a BigBrother-style glass   bullies of our world: telecom operators,   documentary and mobilizes people to join.
  house to collect money for charity. Over       government institutions and banks.
   20.000 activities are organised to collect                Payback time!
                  the money.
Polle de Maagt @polledemaagt




                                  Constructing a shareable story.
                         Grand prize



                                             A cause worth joining
                                                 A purpose to believe in.           Smart media
                                        A reason to start your own Facebook page.   investments
             Celebrities



                                           A concept worth bugging
                                               your friends with
                                           Consisting of stuff worth sharing
                                          and a reason to engage your friends.



                                             A shareable construct
                                             Removing all hurdles, making it
                                               easy to share and embed.
Polle de Maagt @polledemaagt




                                    Create stuff worth sharing




        A reason to involve friends                A reason to share                 What will be the tweet?

   Give a plausible reason to involve others.   Cool, funny, something else?   Imagine: what will be the tweet about your
                                                                                              campaign?
Polle de Maagt @polledemaagt




                                  Constructing a shareable story.
                         Grand prize



                                             A cause worth joining
                                                 A purpose to believe in.           Smart media
                                        A reason to start your own Facebook page.   investments
             Celebrities



                                           A concept worth bugging
                                               your friends with
                                           Consisting of stuff worth sharing
                                          and a reason to engage your friends.



                                             A shareable construct
                                             Removing all hurdles, making it
                                               easy to share and embed.
Polle de Maagt @polledemaagt




                                         A shareable construct


                                                     2
                                                1          3




                   Social objects              A smooth flow      Embeddable & Shareable

    Create stuff that ends up in blogposts.     Make it simple.      Make it easy to share.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt



                                     The Voice of infrastructure
                                                                         Smart content program
                                                                                 Engaging
                                          Candidates / judges                   Converting
                                          Extra entities to play with
                                                                                                      Apps
          Advertising                                                                             More complex
           Build reach                                                                            functionalities
           Drive traffic




                                                                                                            Engaging apps
         Partner push                                                                                       Build engagement




                                                                        Behind the screens
                                                                    Extra entities to play with


          Show itself                          Stuff worth sharing
                                               Create stuff that leverages
                                                                                                                      Only critique
                                                    the ripple effect                                               A buggy online video
*Note: I didn’t work on this case.                                                                                       strategy
Polle de Maagt @polledemaagt




                                  Storytelling in the social age.




          Concepts worth sharing.                  Stuff worth engaging in.              Stories that build our business.

       Don’t push, craft concepts that are     Filling the gaps in between shows and     Test. Measure. Map. And prove that the
          intrinsically worth sharing.         engaging audiences on the long term.         way you’re going is the right one.




        *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
Polle de Maagt @polledemaagt




                               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.
Polle de Maagt @polledemaagt




            Show itself




        ‘Social glue’
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.
Polle de Maagt @polledemaagt




                                  Storytelling in the social age.




          Concepts worth sharing.                  Stuff worth engaging in.              Stories that build our business.

       Don’t push, craft concepts that are     Filling the gaps in between shows and     Test. Measure. Map. And prove that the
          intrinsically worth sharing.         engaging audiences on the long term.         way you’re going is the right one.




        *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
Polle de Maagt @polledemaagt



                                           Mapping return on social.
                                                        Client-facing




                                                                        Accenture’s B2B lead generator.
                               TNT Push to add drama

 Indirect Return                                                                                          Direct Return




                                    Meet & Seat                              KLM Web Relations



                                                       Company-facing
Polle de Maagt @polledemaagt




          Amex
Polle de Maagt @polledemaagt



                                                 Create momentum.
     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
Polle de Maagt @polledemaagt




                               Build the case you need to make.




     “Using social media can really           “Social media gets us into contact “Social media makes mainstream
             touch people”                       with our main B2B clients”      media horny” and “If that old guy
                                                                                        can do it, we all can”
  The huge internal effect of KLM Surprise.      A simple Slideshare experiment.
                                                                                     *Sorry Daniel, it’s not personal.
Polle de Maagt @polledemaagt




                               Please remember these 3 things.




 Constructing a shareable concept.                 Create momentum.                       Many ways to prove return.

    How can you make your concept worth      Your success isn’t instant. Give your      From indirect to direct and from client-
       engaging with on every level?      organization the opportunity to learn, fail         facing to company-facing.
                                          and test. Build the case you need to make.
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.
Polle de Maagt @polledemaagt




                                    I hope you liked it.
                               Let me know how you change
                                        your story.
                               @polledemaagt / polle@polledemaagt.com / polledemaagt.com

                               Download the presentation at http://polle.me/PolleforPromax

                                     (and please, give me a nice speaker rating)
"From social gimmicks to social business. Storytelling in the social age." for PromaxBDA

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"From social gimmicks to social business. Storytelling in the social age." for PromaxBDA

  • 1. Polle de Maagt @polledemaagt From social gimmicks to social business. Storytelling in the social age. @polledemaagt for PromaxBDA
  • 2. Polle de Maagt @polledemaagt Sorry, I’m from mainland Europe. That means my perspective on New Zealand/Australian TV is rather limited. Neighbours & Steve Irwin & ... something with McLeod’s Daughters. Crocodile Dundee. Lord of the Rings.
  • 3. 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. 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.
  • 4. Polle de Maagt @polledemaagt We are storytellers. Well ... you guys are. I’m just a geek with a babyface.
  • 5. Polle de Maagt @polledemaagt Like the old proverb says ... Tell me and I’ll forget; Show me and I may remember; Involve me and I’ll understand.
  • 6. Polle de Maagt @polledemaagt
  • 7. Polle de Maagt @polledemaagt
  • 8. Polle de Maagt @polledemaagt The challenge of managing expectations. Over-the-top-delivery Feeds negative conversations Over-delivery Feeds positive conversations Expectations level Delivery Set by pricing, brand, communications, No reason for conversations previous experience, hearsay Under-delivery Feeds negative conversations
  • 9. Polle de Maagt @polledemaagt KLM Surprise
  • 10. Polle de Maagt @polledemaagt Dude, where’s my suitcase?! The suitcase-principle: you can do all the cool social business stuff you want, but if you don’t get the basics straight, you’re lost.
  • 11. Polle de Maagt @polledemaagt Storytelling in the social age. From social gimmicks to social business. Concepts worth sharing. Stuff worth engaging in. Stories that build our business. Don’t push, craft concepts that are Filling the gaps in between shows and Test. Measure. Map. And prove that the intrinsically worth sharing. engaging audiences on the long term. way you’re going is the right one. *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
  • 12. Polle de Maagt @polledemaagt Constructing a shareable story. Don’t push. Create stuff worth sharing. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A concept worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  • 13. Polle de Maagt @polledemaagt A cause worth joining A collective goal Something we can all relate to. Prove in acts, not ads Serious Request is a Dutch concept where 3 Belgian TV program ‘Basta’ took on the Kony2012 goes beyond a simple DJ’s are locked in a BigBrother-style glass bullies of our world: telecom operators, documentary and mobilizes people to join. house to collect money for charity. Over government institutions and banks. 20.000 activities are organised to collect Payback time! the money.
  • 14. Polle de Maagt @polledemaagt Constructing a shareable story. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A concept worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  • 15. Polle de Maagt @polledemaagt Create stuff worth sharing A reason to involve friends A reason to share What will be the tweet? Give a plausible reason to involve others. Cool, funny, something else? Imagine: what will be the tweet about your campaign?
  • 16. Polle de Maagt @polledemaagt Constructing a shareable story. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A concept worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  • 17. Polle de Maagt @polledemaagt A shareable construct 2 1 3 Social objects A smooth flow Embeddable & Shareable Create stuff that ends up in blogposts. Make it simple. Make it easy to share.
  • 18. Polle de Maagt @polledemaagt
  • 19. Polle de Maagt @polledemaagt The Voice of infrastructure Smart content program Engaging Candidates / judges Converting Extra entities to play with Apps Advertising More complex Build reach functionalities Drive traffic Engaging apps Partner push Build engagement Behind the screens Extra entities to play with Show itself Stuff worth sharing Create stuff that leverages Only critique the ripple effect A buggy online video *Note: I didn’t work on this case. strategy
  • 20. Polle de Maagt @polledemaagt Storytelling in the social age. Concepts worth sharing. Stuff worth engaging in. Stories that build our business. Don’t push, craft concepts that are Filling the gaps in between shows and Test. Measure. Map. And prove that the intrinsically worth sharing. engaging audiences on the long term. way you’re going is the right one. *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
  • 21. Polle de Maagt @polledemaagt 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.
  • 22. Polle de Maagt @polledemaagt Show itself ‘Social glue’
  • 23. 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.
  • 24. Polle de Maagt @polledemaagt Storytelling in the social age. Concepts worth sharing. Stuff worth engaging in. Stories that build our business. Don’t push, craft concepts that are Filling the gaps in between shows and Test. Measure. Map. And prove that the intrinsically worth sharing. engaging audiences on the long term. way you’re going is the right one. *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
  • 25. Polle de Maagt @polledemaagt Mapping return on social. Client-facing Accenture’s B2B lead generator. TNT Push to add drama Indirect Return Direct Return Meet & Seat KLM Web Relations Company-facing
  • 26. Polle de Maagt @polledemaagt Amex
  • 27. Polle de Maagt @polledemaagt Create momentum. 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
  • 28. Polle de Maagt @polledemaagt Build the case you need to make. “Using social media can really “Social media gets us into contact “Social media makes mainstream touch people” with our main B2B clients” media horny” and “If that old guy can do it, we all can” The huge internal effect of KLM Surprise. A simple Slideshare experiment. *Sorry Daniel, it’s not personal.
  • 29. Polle de Maagt @polledemaagt Please remember these 3 things. Constructing a shareable concept. Create momentum. Many ways to prove return. How can you make your concept worth Your success isn’t instant. Give your From indirect to direct and from client- engaging with on every level? organization the opportunity to learn, fail facing to company-facing. and test. Build the case you need to make.
  • 30. 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.
  • 31. Polle de Maagt @polledemaagt I hope you liked it. Let me know how you change your story. @polledemaagt / polle@polledemaagt.com / polledemaagt.com Download the presentation at http://polle.me/PolleforPromax (and please, give me a nice speaker rating)