"personal branding: use your unused potential. why networking isn’t about networking."...

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Personal branding: use your unused potential. Why networking isn’t about networking.

Polle de Maagt (Insites Consulting) for DHL Young

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Hello. I am Polle de Maagt.

I failed in most things during my

life (including being a rock star) but am

still trying to reach #worlddomination.

This time by helping companies change

to be more about acts and

conversations, less about ads.

Guess that makes me a change agent.

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One of the last things I did last year at Boondoggle Agency: surprising KLM passengers. With the KLM Surprise campaign, we surprised customers based on their

Foursquare and Twitter checkins. Talking about remarkable customer service …

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This year, it’s all about making companies more about acts and less about ads. I now work at InSites Consulting, a pretty remarkable marketing research and

consulting agency that is all about making companies more consumer connected.

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Every two months, we gather some young scum in Brussels, Ghent, Antwerp, London and Amsterdam. Offline beers for online talent.

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But … then I fell in love with a Flemish girl, Marieke. And moved to Ghent. Probably the smartest thing I ever did.

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Nothing changed and everything changed. So, yes, there’s much blabla about digital natives, new hip technologies, social

media. But people largely remained the same. Or did they?

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“ “ There are actually few organizations that

can support passionate employees - even if they say they want them. That’s because the original industrial revolution was designed to support productivity.

David Armano

I love this one, just because it’s so true.

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1) Act human. We use technology to help our

consumers better. But does it really

work or does it backfire?

Zappos does an amazing job in making

technology invisible and really

understanding consumers.

(Thanks Steven Verbruggen for the tip!)

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2) Commit acts not ads: surprising KLM passengers. With the KLM Surprise campaign, KLM surprised customers based on their

Foursquare and Twitter checkins. Talking about remarkable customer service and

really understanding what their consumers are about …

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3) Use your unused potential: Antwerp Zoo’s cute little animals and tech-savvy employees. It brought them 300.000 extra visitors, a nomination for product of the year and the

best thing … the number one carnival suit of that year.

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4) Advocacy is the new retention is the new acquisition: Pemco’s customer service excellence. No fake promises anymore, just acts and service. At this moment, 94% of their

customer stays a customer.

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5) Recognize monetary value and conversation value. Recognize both monetary and conversation value.

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Expectation

Over-delivery Makes positive conversations

Over-the-top-delivery Makes negative conversations

Under-delivery Makes negative conversations

Delivery Gives no reason to talk

6) Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but

also to your colleagues.

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7) Embed new ways of measuring success. Try measuring the Net Promoter

Score to see how likely it is that your

colleagues will recommend your

company.

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It stimulates us to use our unused potential. Most companies already do great stuff.

The real heroes of the company aren’t the marketing guys. Or the sales guys.

Marketing is waaaaay to important to leave it up to marketing people.

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You might know Zappos. Zappos isn’t about supply chain management, it is abour delivering happiness. They

prove it in everything they do.

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What if we could tap into the knowledge of all KLM stewardesses? Let’s have a look at what your company has as it’s assets: how can you build upon

that?

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What if … we could turn all advertising into art? Great ideas now have technology to help it spread and seed …

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Proactive vs reactive, marketing vs service. Implementing conversations and networking on different levels.

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We changed from what we know to who we know to who knows you. So, what can you do to tap into networks?

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Have a look at the client / colleague journey. What are the touchpoints that influence the consumer?

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Expectation

Over-delivery Makes positive conversations

Over-the-top-delivery Makes negative conversations

Under-delivery Makes negative conversations

Delivery Gives no reason to talk

Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but

also to your colleagues.

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Use technology to work for you. Daniel Termont is the mayor of Gent. He already does great stuff, but uses his unused

potential now.

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Use the power of your network: invite them to help. From time to time, I ask my friends “What Makes You Horny?”. It’s an excuse to invite

existing friends and make new ones.

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Helping clients to find you. Being there. Being findable and searchable eventually helps your business.

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Helping colleagues to find you. Who do you need to get things done? How to find the right person?

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Helping press to find you. Being findable and having a place online makes it easier for others to find you, even

press.

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Helping your future boss to find you. Let’s say at some point in your career you want to leave DHL. Make it easy for them to

find you …

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You can forget most of the things I told you today. But please, remember these 3 things.

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1) Build upon your unused potential. Remember the elephant story?

It brought them 300.000 extra visitors, a nomination for product of the year and the

best thing … the number one carnival suit of that year.

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Expectation

Over-delivery Makes positive conversations

Over-the-top-delivery Makes negative conversations

Under-delivery Makes negative conversations

Delivery Gives no reason to talk

2) Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but

also to your colleagues.

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3) Build upon technology. Great ideas now have technology to help it spread and seed …

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I hope I was conversation-worthy.

If so: spread the word.

Find me on twitter (@polledemaagt) or

just send me an email at

polle@insites.eu.

Download the presentation at

http://polle.me/dhl11