Nothing changed and everything changed. The more direct contact brands have with consumers, the more they need a coherent core identity. One that translates both into tweets and invoices in campaigns, and more important, a permanent dialogue. Because people’s expectations have shifted. Towards new client service normals. From ads to acts. Changing companies towards more consumer centricity isn’t easy. That requires proving you’re on the right track every single day. Showing progress. Building upon your companies’ unused potential.

1. Polle de Maagt @polledemaagt
The noble art
of creating
stuff worth sharing.
Let’s stop talking, let’s start doing.
And, yes, there are some hipster social media guru evangelist
model frameworks inside.

2. 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.

3. I try to change companies to
be less about ads and more about acts.
Through inspiration, strategy and coaching.

4. I work(ed) for companies like

5. And I write about it.
Have a look at www.polledemaagt.com
@polledemaagt

6. This presentation is 100% Apple and Zappos-free.
And I will only talk about stuff I either experienced or worked on myself.

7. I would like to talk about 3 things today.
(Don’t worry, I made them tweet-size, so you can share them via the backchannel).

8. “
Marketing is way too important to leave it up to the
marketing department.
Steven van Belleghem.
“
“ Create acts, not ads.
Leo Burnett.
“
“ Create stuff worth sharing.
Tom de Bruyne.
“

9. “
Social media is way too important to leave it up to the
marketing department.
Polle de Maagt.
“
“Create acts, not ads.
Leo Burnett.
“
“Create stuff worth sharing.
Tom de Bruyne.
“

10. “
Social media is way too important to leave it up to the
social media department.
Polle de Maagt.
“
“Create acts, not ads.
Leo Burnett.
“
“Create stuff worth sharing.
Tom de Bruyne.
“

11. 1
“
Create acts, not ads.
Leo Burnett.
“

12. A competition worth participating.
Wouldn’t it be awesome to see Denmark’s brightest football star Nicklas Bendtner’s score the winning goal in
your shoes? The campaign invited youngsters to design a pretty remarkable pair and activate their friends to
help them win.
Nicklas Bendtner
New Mercurial Vapor boot What a guy.
Not the same round every day,
but a route worth running.
Results?
Over 500 designed pairs and 60.000
activated youngsters.

13. 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.

14. The growing challenge of managing expectations.
It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to
over-exceed expectations, that actually creates negative conversations.
And it sets a new normal ...

15. Go to market with your customers.
Telenet lauched Yelo, an innovative product that let consumers watch TV live on any device. One problem: the
product wasn’t finished. The solution? Involve the consumers via facebook, twitter and a closed community
to make the product even better.
A beta product
A product that could be improved on
every level: from service, to interface and
from content to functions. All ideas were
mapped according to the KANO model
Involved customers Results?
Customers were involved via Over 15.000 ideas.
twitter, facebook, blog and a A neutralized discussion.
closed research community.

16. 2
“
Marketing is way too important to leave it up to the
marketing department.
Steven van Belleghem.
“

17. A small experiment in happiness.
“Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of
6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads.
And it did.
Something to prove
KLM wanted to prove they recognize the
person behind every passenger.
More?
I will talk you through
that later :)
Foursquare
Every time a passenger told KLM
via twitter or Foursquare that
he/she was at Schiphol airport,
we tried to surprise him/her in a
most personal way.
Results?
Over 1.000.000 impressions
on twitter alone. And a
Cannes Lions Award for PR.

18. Honestly. Cool or freaky?

19. The most important thing: it created momentum.
Key in integrating social media is to build a ripple effect of small successful projects. It gives people in the
organization time to adapt and learn. It give you time to build business cases and build support.
Define goals with intrinsic, learning and change management KPIs.

20. Polle de Maagt @polledemaagt
Instruments of change.
People don’t change overnight. Nor do companies. Use a set of tools.
1 2 3 4
Unused potential of your Workshops, training and Guidelines & Smart projects.
employees. coaching. Best Practices.
Small, manageable project with
WHAT
What people already support our Knowledge, training and People need both negative and
cause? Who can help us spread structural coaching. positive stimuli. Guidelines to set clearly defined scopes and goals
the word? Build best practices? the boundaries, best practices to that help the organization learn,
Excite others? get inspired and excited. change and set next steps.
Scanning the organization for key Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on
opinion leaders, evangelists and workshop and knowledge media guidelines and procedures. feasibility versus impact.
BY
advocates. sessions with different Defining clear roads ahead by Defining clear KPI’s in terms of
departments. sharing best practices. intrinsic goals, learning goals and
change management goals.
EXAMPLES
Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, branchemarking Spearhead employees to test new tools,
Camp with thought leaders, etc. workshops, content brainstorms, initiatives, etc. A/B testing channels, etc.
internal conferences, etc.

21. Polle de Maagt @polledemaagt
Smart projects and their language.
Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small
projects will force you to take baby steps every day, will help to engage more internal people, will help you
develop internal learnings and best practices and a track record of successful mini projects. All to fuel
momentum.
Define projects
Define key challenges and chop them
up into manageable projects. Projects
that test hypothesizes, show
progress, make you learn and fuel
momentum in other ways.
More on KPIs
Clear aim See next slide for more on
Define a clear aim that describes the defining the different
main purpose of the project. KPIs.
Roadmap
Sketch a progessive roadmap
with main todos and
milestones.

22. Polle de Maagt @polledemaagt
Project KPIs.
To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management
KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also
to be able to make a project successful on several axes.
Intrinsic KPIs
Your ‘normal’ set of KPIs that are
easy to measure. E.g. grow 50% in
number of followers.
INTRINSIC
LEARNING CHANGE
MANAGEMENT
Learning KPIs Change management KPIs
What can we learn from these How will this project help change the
projects? E.g. learn which content organization E.g. convince manager X that
works best to convert people to fans LinkedIn is as converting as twitter,
or followers. gather a spearhead group of 50 internal
enthousiasts.

23. “
If you can’t prove your return, you should be fired.
(Yes, you can quote me on that).
“

24. 3
“
Create stuff worth sharing.
Tom de Bruyne.
“

25. Hierbij de advertentie van
Boondoggle voor Adformatie.
My old friends from ... euh ...
Isn’t she cute?
Mogelijk ontdekt u in deze advertentie hier en daar wat subtiele elementen die het tegendeel zouden
kunnen suggereren, maar dit is wel degelijk de nieuwe campagne voor Adformatie. Van Boondoggle.

26. A celebration of stuff worth sharing
Boondoggle Amsterdam asks it’s friends:
what makes you horny? That usually turns
out in 15 speakers with 10 slides worth
twittering and facebooking. Each.
This is @btriele by the way.
A guy that most definately will make you
horny.
Use your unused potential.
People cooler than you
Boondoggle Amsterdam invites it’s
friends to attend. Usually, people
cooler than you (and certainly me).

27. Warning: this part is a bit theoretical.

28. 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.

29. Twitter forces gradual engagement.
The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-
hour content strategy.

30. The concept of gradual engagement.
Consumers have both monetary and conversation value. Instead of bombarding them with messages, only
targeting them in campaign season or approaching them as cash cows, engage them.
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.
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.

31. 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.

32. ]
It works beats “it would
be cool if” every day.
Just make sure it does the job.
Maybe the best social media campaign ever.

33. You can forget most of the things I said
today. But please, remember 3 things.

34. “
Social media is way too important to leave it up to the
social media department.
Polle de Maagt.
“
“Create acts, not ads.
Leo Burnett.
“
“Create stuff worth sharing.
Tom de Bruyne.
“

35. 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.

36. I try to change companies to
be less about ads and more about acts.
Through inspiration, strategy and coaching.

37. Thanks for your time.
Download the presentation at polle.me/socmedprakpolle
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)
http://polle.me/socmedprakpolle