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The shitty position of being a dissatisfier.
Manage expectations. Acts, not ads. Momentum.
Polle de Maagt @polledemaagt
9,1% was not delayed or cancelled
Over my last 11 itineraries.
Old and filthy
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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
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I try to change companies to be less about ads and more about acts.
Through inspiration, strategy and coaching.
Polle de Maagt @polledemaagt
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I work(ed) for companies like
Polle de Maagt @polledemaagt
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www.polledemaagt.com @polledemaagt
And I write about it.Mostly to sharpen my own mind, sometimes to make myself completely ridiculous.
Polle de Maagt @polledemaagt
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This presentation is 100% Apple, Dell and eBay-free.And I will only talk about stuff I either experienced or worked on myself.
Polle de Maagt @polledemaagt
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I would like to talk about 3 things today.(Don’t worry, I made them tweet-size, so you can easily remember them).
Polle de Maagt @polledemaagt
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Be maniacal in managing expectations.
Create acts, not ads.Leo Burnett.“ “
Create momentum.
Polle de Maagt @polledemaagt
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Be maniacal in managing expectations.
1
Polle de Maagt @polledemaagt
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9,1% was not delayed or cancelled
Over my last 11 itineraries.
Over the last 8 years ...... I have been a 30K customer.
Polle de Maagt @polledemaagt
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Other categories conditioned people to expect more. Expectation levels are getting higher and higher, while it was never easy to manage expectation and exceed them to be worth sharing.
Ever growing expectations.
CONSUMER EXPECTATIONS
EXCEED EXPECTATIONS (AND FUEL ADVOCACY)
FAIL TO MEET EXPECTATIONS (AND FUEL NEGATIVE BUZZ)
There’s a train.
I am serviced 24/7/365
I can sit comfortably.
Polle de Maagt @polledemaagt
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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 proveKLM wanted to prove they recognize the
person behind every passenger.
Results?Over 1.000.000 impressions
on twitter alone. And a Cannes Lions Award for PR.
More?I will talk you through
that later :)
FoursquareEvery 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.
Polle de Maagt @polledemaagt
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Let’s be honest: turning negatives into neutrals is way more rewarding than some hipster campaign.
Do what makes a difference.
LOW CUSTOMER SATISFACTION
HIGH CUSTOMER SATISFACTION
FEATURE NOT IMPLEMENTED FEATURE FULLY IMPLEMENTED
LineairCustomers desire it, but don’t expect it to
be fully in place. Satisfaction increase when in place, decreases when not.
E.g. High interest rates.
Attractive attributesCustomers don’t expect them to be in
place, but are delighted if they are. Satisfaction increase when in place.
E.g. Refunding a service fee before the customer asks.
Must-have attributesCustomers assume that they are in place, if not, they will be unhappy. Satisfaction
decreases when not in place.E.g. Checks get processed.
iPad apps
24/7 service
PricingInflatable crocodiles
Flashmobs
Polle de Maagt @polledemaagt
communicate clearly
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Go to market with your customers.Telenet launched 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 productA product that could be improved on
every level: from service, to interface and from content to functions.
Results?Over 15.000 ideas.
A neutralized discussion.
Involved customersCustomers were involved via twitter, facebook, blog and a closed research community.
Polle de Maagt @polledemaagt
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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.
Polle de Maagt @polledemaagt
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Act on advocacy.There are those who are dissatisfied. Those who are pretty ok with our service. And those who love us.
But who is who and how many of each have we? Enter the Net Promoter Score (NPS), a brand benchmark. The NPS score is correlated with overall brand performance. It also makes it easy to act on this data. To help
the promoters to promote and neutralize the negatives.
Support the promoters with tools and communication
materials to convince their friends to join us.
Contact all detractors and passives to see how we can help.
Pick detractors and passives at random and let the CEO and/or CFO personally commit to solving their
problem.
Polle de Maagt @polledemaagt
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Handling sentiment.We have a conversation. Now what?!
Polle de Maagt @polledemaagt
FANS POSITIVES NEUTRALS NEGATIVES HATERS
Success stories AcquisitionWIIFM
PrejudicesPerceptions
Bugs & FlawsTemp problems
It is great I want to make it better It could be better It should be better Better? Hahaha.
Feed EmbraceCelebrate
EnagageActivate Neutralize
IsolateIgnoreLearn
CO
NT
ENT
SEN
TIM
ENT
ACT
ION
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Zappos does an amazing job in making technology invisible and really understanding consumers. Whenever you answer ‘thank you’ to a standard support mail, they will send you a personal message back, instead of an autoreply.
Beyond the standard support mails.
Polle de Maagt @polledemaagt
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Create acts, not ads.Leo Burnett.“ “
2
Polle de Maagt @polledemaagt
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Let’s be honest: turning negatives into neutrals is way more rewarding than some hipster campaign.
Realize the position of your brand.
LOW CONVERSATION VALUE
HIGH CONVERSATION VALUE
CAMPAIGN / ACTIVATION CONTINUOUS
Polle de Maagt @polledemaagt
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Really, will this work?Warm welcome.
Is there really no different way to tell me this?
In Italy, this is actually their main source of revenue.
People who actually use the free wifi to work there.
Polle de Maagt @polledemaagt
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The business case of personal.
Would this work?Would this make a difference
in their tips?
Yep.I should treat my nails better.
+18%Simply writing ‘thank you’
increases tipping value with more than 18%.
Polle de Maagt @polledemaagt
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Nike changed the way people run.
Running furtherTo run a decent figure, people
needed to run further than they were used to.
Running other routesNot the same round every day,
but a route worth running.
A club worth joiningConnected 24/7/365.
Results?Over 40.000 connected runners,
behavior change amongst runners. SpinAwards and Webby Award.
Polle de Maagt @polledemaagt
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Polle de Maagt @polledemaagt
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Polle de Maagt @polledemaagt
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Zappos’ 365 day return policy serves a double purpose: it’s yet another (communication) proof of their dedication to customer service and it’s a great way to increase the sales per client. The basic idea: Zappos hacks the default option,
consumers are more likely to do nothing if they have the choice.
Business and satisfaction from returns.
Low threshold to order
“Well, if I don’t like it, I can always return it”.
- but -
High threshold to return
Yes, you can return, but it’s always easier to choose the default option, not doing anything and just
keeping the product. Results?In general, the return
policy makes consumers order and
buy 150% more.
Polle de Maagt @polledemaagt
Emotional commitmentThe majority of
consumers feels a responsibility towards
the company to not return the products on
the 364th day.
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Create momentum.
3
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Capitalize on unused potential.
A story worth sharingWouldn’t it be great if every
Belgian felt a bit pregnant too?
Kai MookIsn’t she cute?
Unused potentialCute animals get born from
time to time. Employees were video amateurs.
Results?Over 600.000 people watched the
birth. Live. Over 33% more visitors. Nominated as product of the year.
Polle de Maagt @polledemaagt
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People don’t change overnight. Nor do companies. Use a set of tools.
Instruments of change.
Unused potential of your employees.
What people already support our cause? Who can help us spread the word? Build best practices?
Excite others?
Workshops, training and coaching.
Knowledge, training and structural coaching.
Guidelines & Best Practices.
People need both negative and positive stimuli. Guidelines to set the boundaries, best practices to
get inspired and excited.
Smart projects.
Small, manageable project with clearly defined scopes and goals that help the organization learn,
change and set next steps.
Scanning the organization for key opinion leaders, evangelists and
advocates.
Tailored inspiration, strategy, workshop and knowledge
sessions with different departments.
Clear boundaries with social media guidelines and procedures.
Defining clear roads ahead by sharing best practices.
Deciding on priorities based on feasibility versus impact.
Defining clear KPI’s in terms of intrinsic goals, learning goals and
change management goals.
Advocacy programs, Open Coffee / Bar Camp with thought leaders, etc.
Weekly tactical meeting, inspiration workshops, content brainstorms,
internal conferences, etc.
Social media guidelines, branchemarking initiatives, etc.
Spearhead employees to test new tools, A/B testing channels, etc.
1 2 3 4
Polle de Maagt @polledemaagt
WH
ATBY
EXA
MPL
ES
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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.
Project KPIs.Polle de Maagt @polledemaagt
CHANGE MANAGEMENT
INTRINSIC
LEARNING
Intrinsic KPIsYour ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in
number of followers.
Change management KPIsHow will this project help change the
organization E.g. convince manager X that LinkedIn is as converting as twitter,
gather a spearhead group of 50 internal enthousiasts.
Learning KPIsWhat can we learn from these
projects? E.g. learn which content works best to convert people to fans
or followers.
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Warning: this part is a bit theoretical.
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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.
Facebook forces gradual engagement.
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The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hour content strategy.
Twitter forces gradual engagement.
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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.
The concept of gradual engagement.
DriftingConsumers aren’t engaging in any
way. E.g. consumer is just browsing around online, doesn’t visit our
stores.
StumblingConsumer stumbled upon online
brand content or comes into contact with us offline. E.g. consumers reads
an article shared by a friend.
FollowingConsumer commits to the brand by
liking, subscribing, following or ‘fan’-ing the brand or leaving contact details. E.g. consumer becomes a
facebook fan.
EndorsingConsumer tells others. Consumer likes a piece of content, collects it,
curates it, retweets it, shares it and/or evaluates a brand. E.g. consumer
ranks a hotel on Tripadvisor.
ContributingConsumer collaborates with a brand
on adhoc or long term basis. E.g. consumer joins Telenet cocreation
community.
Polle de Maagt @polledemaagt
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Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers.
Campaigns versus programs in engagement.
DriftingConsumers aren’t engaging in any
way. E.g. consumer is just browsing around online, doesn’t visit our
stores.
StumblingConsumer stumbled upon online
brand content or comes into contact with us offline. E.g. consumers reads
an article shared by a friend.
FollowingConsumer commits to the brand by
liking, subscribing, following or ‘fan’-ing the brand or leaving contact details. E.g. consumer becomes a
facebook fan.
EndorsingConsumer tells others. Consumer likes a piece of content, collects it,
curates it, retweets it, shares it and/or evaluates a brand. E.g. consumer
ranks a hotel on Tripadvisor.
ContributingConsumer collaborates with a brand
on adhoc or long term basis. E.g. consumer joins Telenet cocreation
community.
Fill the funnel
Spotlight on ambassadors
Activate to share
Select for communityBannering
for likes
Adwordsto convert
Polle de Maagt @polledemaagt
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Maybe the best social media campaign ever.
It works beats “it would be cool if” every day.
Just make sure it does the job.
]
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You can forget most of the things I said today. But please, remember 3 things.
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Be maniacal in managing expectations.
Create acts, not ads.Leo Burnett.“ “
Create momentum.
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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.
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I try to change companies to be less about ads and more about acts.
Through inspiration, strategy and coaching.
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Download the presentation at polle.me/nudge-nspoortor contact me via twitter (@polledemaagt) or email ([email protected])
Thanks for your time.
http://polle.me/nudge-nspoort
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