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
Why social media is
the next step in
direct marketing.
And why it isn’t.

2. Hello. My name is Polle de Maagt.

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

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

5. I work(ed) for companies like

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

7. Don’t worry.
I am not going to talk about social media today.

8. I would love to talk about how direct marketing is
extremely important. About what we can learn from social
media. And what new dilemma’s emerge.
If that’s ok with you.

9. I would love to talk about how direct marketing is
extremely important. About what we can learn from social
media. And what new dilemma’s emerge.

10. 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.

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

12. Unused potential
Cute animals get born from
time to time. Employees
were video amateurs.
Kai Mook
Isn’t she cute?
Unused potential of a zoo.
Results?
Over 600.000 people watched the
birth. Live. Over 33% more visitors.
A story worth sharing Nominated as product of the year.
Wouldn’t it be great if every
Belgian felt a bit pregnant too?

13. Blurb’s nifty use of the Net
Promoter Score.
Online publishing platform Blurb goes the distance in
stimulating people to talk about them. They measure how
likely it is that you will recommend the product to friends.
Even more, they use this information to tailor offerings.

14. Untechnologizing technology,
beyond the standard support
mails.
Zappos does an amazing job in making technology
invisible and really understanding consumers.

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. Thanks to KLM everyone has a problem.
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 ...

17. “
Marketing is way to important to leave it up to the
marketing department.
Steven van Belleghem.
“

18. I would love to talk about how direct marketing is
extremely important. About what we can learn from social
media. And what new dilemma’s emerge.

19. 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 had to have a recent interaction with a brand.

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

21. Learning from social media: 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.

22. Campaigns vs programs in engagement.
Campaigns have high reach and big impact, but are limited in time.
Programs are continuous efforts to gradually engage consumers.

23. Maybe the best direct marketing campaign ever.
Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate by asking
them to leave a review on Tripadvisor. It helped them to become the #1 bed & breakfast in Italy and #8 bed &
breakfast in Europe.

24. I would love to talk about how direct marketing is
extremely important. About what we can learn from social
media. And what new dilemma’s emerge.

25. 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.

27. Honestly. Cool or freaky?

28. 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.

29. 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.

30. Polle de Maagt @polledemaagt
Smart projects.
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.

31. 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.

32. To summarize:
We talked about how direct marketing is extremely
important. About what we can learn from social media. And
what new dilemma’s emerge.

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

34. 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.

35. Thanks for your time.
Download the presentation at polle.me/BDMA2011
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)
http://polle.me/BDMA2011