"why we keep failing in really implementing social media." for #marcom12
TRANSCRIPT
Polle de Maagt @polledemaagt
Why we keep failing in really implementing social media.
@polledemaagt for #Marcom12
Polle de Maagt.The reason to move to GentThe love of my life. What better
reason is there?!
I sooooo love Blackberry ...... but recently switched to iPhone
(it’s not you, it’s me).
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.
Changing companies to be more about acts, less about ads.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
I try to change companies to be less about ads and more about acts.
Now Previously
Polle de Maagt @polledemaagt
Sorry, I only have 25 minutes.So, let’s get to business.
Polle de Maagt @polledemaagt
Let’s talk social media.The first articles on social media emerged in 2003*.
Honestly, what changed since then?
* I published my first article in spring 2006 on Marketingfacts.nl called “Hyves for marketeers”.
Social media discussion is dominated by recycling.
Polle de Maagt @polledemaagt
A lack of great cases.
What is your favorite social media case? Really? Was it converting? What part of
the success is because of a sick media budget?
Discussion is dominated by social media watchers.
Most presentations are about the cases other people did. And that is good, but we
need more real cases and less meta discussions.
*You will love Steven’s book by the way. And get his new one, The Conversation Company.
The true experts stay hidden.
A tribute to people like Jan van der Aa, Gert Wim ter Haar, Thije Nobbe, Rogier Reker, Robert Lommers and the others that do all the work behind the screens.
Social merely scratches the surface.
CampaignsDrive traffic
Give engagement boost
FB connect sitesE.g. Meet & Seat
AdvertisingBuild reach
Drive traffic
AppsMore complex functionalitiesWeb relations
Actually helping people.
CocreationDifferent levels of
cooperation with customers.
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Coreprocesses
Actually making money.
Staff/marketing
The social media geeks.
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But, above all ...
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Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
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So, now what?!*I tried to use only my own projects.
The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating ripples within your organisation.
1
23
45
67
Photo by
Vectors and ripples.Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.
Polle de Maagt @polledemaagt
Intermediate
Novice
Start
Expert
Sensibilisation Conversion Metrics &Reporting
Example: KLM onboard service evolution.
2010Social campaigns
From social media to a social business.
2010-2011Social service
2011-2012Social Products
Social seating, booking and sales
2012-2013A true social business
Can you guess what’s next?
Make a senior manager horny.Get a supporter, the highest ranked person you can get. Some get motivated
by bling, others by Excel sheets or innovation. Find that button.
Polle de Maagt @polledemaagt
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Daniel Termont, Gent’s mayor (of the real world that is, not Foursquare).
We found his button (mainstream media).And for many within the city’s organisation,
that was their button.
Actually his first tweet.
Small working groups without legacy.Make sure your team isn’t tied with their hands on their back. Be legacy-free.
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Rabobank’s Robert Lommers started out in local Utrecht Rabobank entity (in 2007).
Testing, twittering, replying, finding likeminded people within the company. Over the last 5 years, it
evolved into a 16-person social hub.
*Rabobank is not a client.Photo by Upstream/Marco Derksen.
Launch new concepts below the company radar.You don’t want budget issues. Legal issues. Corporate communications issues. So, do first, ask later.
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Owner Eduardo asks every client to leave a testimonial.
At tripadvisor.com, the main source for tourists to find a hotel or B&B.
The result?Il Giglio d’Oro was the no 1 B&B in
Italy and no 7 in Europe.
Act small and learn from the results.Most projects are just so big that they’re bound to fail.
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Would this work?Would this make a difference
in their tips?
Polle de Maagt @polledemaagt
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Act with scrum, agile, beta mentality.No-one knows what’s next in social. So you better be flexible enough to go with the flow.
More buy-in from your proof points.So, how do you convince a B2B consulting company that social media actually works?Not by twittering. Let alone starting a Pinterest channel.But by showing it generates leads. High quality leads. And using that to build leverage for other channels.
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Polle de Maagt @polledemaagt
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Propel waves of success.Everyone wants to be part of a winning team. Be that winning team.
14.8% 13,939 more mentions
than December 2011*
108,084 total mentions
January sentiment:
positive negative neutral
47% 48% 5%
*Includes*Twi.er,*Facebook,*ar6cles,*blogs,*forums*&*other*social*media*networks*
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You can forget most things I told you.But please remember this ...
The speedboat-approach.A 7-step approach generating ripples within your organisation.
Polle de Maagt @polledemaagt
Photo by
7 Propel waves of success.
6 More buy-in from your proof points.
1 Make a senior manager horny.
2 Small working groups without legacy.
3 Launch new concepts below the company radar.
4 Act small and learn from the results.
5 Act with scrum, agile, beta mentality.
48Help 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
Let me know how you change your company.
@polledemaagt / [email protected] / polledemaagt.com
Download the presentation at http://polle.me/polleformarcom12
(and please, give me a nice speaker rating)
Polle de Maagt @polledemaagt