My talk at PromaxBDA's Connect3.0 events in Australia and New Zealand.
From Social Gimmicks to Social Business
Let’s face it: in almost 10 years of social media the industry hasn’t really changed much. Most broadcasters have a hard time really engaging audiences. Most companies rarely go beyond an occasional campaign or retweet-sweepstake. And it’s our own fault.
We failed to show real business impact, convince management, make employees really understand the new transparency and lay the foundation for more social companies.
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
"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.
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.
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.
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
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)