Presentation on brands, campaigning and digital structures for this year's #KJ12 event in Rhenen (Netherlands). Examples from KLM (Sur)

1. Polle de Maagt @polledemaagt
Do stuff worth sharing.
Small steps to success in this digital world.
@polledemaagt for #KJ12

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.
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. 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 20 minutes.

5. Polle de Maagt @polledemaagt
A change in buying behavior*
Stumble, search & buy. Bash & praise. Virtual money. Micropay & subscriptions.
*Kudos to my long-time friend Tom de Bruyne (SUE Amsterdam) for pointing me that out.

6. 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

7. Polle de Maagt @polledemaagt
Towards frictionless sharing (and a bias).

8. Polle de Maagt @polledemaagt
A quick word on campaigns versus programs.

9. 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.

10. 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.

11. Polle de Maagt @polledemaagt
Constructing a shareable campaign.
Grand prize
A cause worth joining
A purpose to believe in. Smart media
A reason to start your own Facebook page. investments
Celebrities
A campaign 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.

12. Polle de Maagt @polledemaagt
A cause worth joining
A collective goal Something we can all relate to Prove in acts, not ads
Ben & Jerry’s Givolution. The After Hours Athletes. The difference between saying stuff and
actually doing stuff.

13. Polle de Maagt @polledemaagt
Shouldn’t we add real value?
Shouldn’t we use social media
to fix the top-10 customer
annoyances?

14. Polle de Maagt @polledemaagt
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.

15. Polle de Maagt @polledemaagt

16. Polle de Maagt @polledemaagt
Constructing a shareable campaign.
Grand prize
A cause worth joining
A purpose to believe in. Smart media
A reason to start your own Facebook page. investments
Celebrities
A campaign 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
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?

18. Polle de Maagt @polledemaagt
Example: Trip Planner
Trip Planner is a very easy way to plan a trip with your friends.
1 2 3
Use Facebook to gather ... find a date, destination and ... book and enjoy!
your friends ... price that works for everyone ...
Like Trip Planner? Help us make Trip Planner even better by sharing your ideas via /klm or @klm
Photo by @nalden

19. Polle de Maagt @polledemaagt
Constructing a shareable campaign.
Grand prize
A cause worth joining
A purpose to believe in. Smart media
A reason to start your own Facebook page. investments
Celebrities
A campaign 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.

20. 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.

21. Polle de Maagt @polledemaagt

22. Polle de Maagt @polledemaagt
You can forget most of the things I told you today.
But please remember this.

23. Polle de Maagt @polledemaagt
Constructing a shareable campaign.
Grand prize
A cause worth joining
A purpose to believe in. Smart media
A reason to start your own Facebook page. investments
Celebrities
A campaign 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.

24. Polle de Maagt @polledemaagt
Polle de Maagt
@polledemaagt
polle@polledemaagt.com
Download the presentation at
http://polle.me/kj12polle