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The Dutch Railways, Test Station Leiden
and Web 2.0
Coen Dirkx
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Good morning
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I would like
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to give you a presentation about:
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Mijnproefstation.nl my test station.
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This is a website that belongs to the virtual world we’ve
just seen
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And that’s part of the project World Stations.
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The title of my presentation is:
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How we try to build a new station
together with our customers…
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or more modestly:
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How the Dutch Railways try to listen more carefully to their
customers
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and even ask them for
help.
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First a little history of myself:
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My University major was political sciences
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with a minor in communication,
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which is now my core business.
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I started as a journalist,
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then I worked as a communication manager in
the world of training companies for 15 years.
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Two years ago I made a move to the Dutch
Railways
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as a senior advisor in communication,
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always inspired by doing
new things
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and trying to learn and grow.
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Okay,
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back to the subject.
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How did we begin?
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It was a Monday in January last year
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when I was asked to join
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a small team with a
mission:
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Build a test station
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in Leiden within 1 year:
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a test station where 1. the latest ideas about
stations are put into effect
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and 2.where customers are being
challenged to
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help think up ideas and join in.
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A test station, where we can
learn
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from implementing
new ideas
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for the upcoming new international stations.
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Such as this one in Rotterdam.
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Our management also told us
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to dare to -if necessary-
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step outside the usual working process
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even when it implies taking ‘unusual’ steps.
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sometimes it’s easier to ask for forgiveness instead
of permission.
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in other words:
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we were asked to really take
responsibility.
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So we could do things
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instead of mostly
talking about things.
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And that’s what we did,
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and that’s what I did.
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I was in charge of the communication
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in the process of making this test station.
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So far so good.
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Well, we started with nothing:
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just a small team of
enthusiastic people.
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I organized a brainstorm session
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and then we had a plan,
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or maybe it was more of a dream:
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to improve our performance in
cooperation with our public
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Can we create a site
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where we build a new station
together with our clients?
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And let’s use the latest communication techniques
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in order to fulfill this dream.
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Let’s build a website
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that tries to:
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relate to the public,
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and test the innovations.
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Mijnproefstation.nl was born 9 months later, in December
2007
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And this is how we started:
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We didn’t succeed to build the real station in 1 year,
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it was easier to build the virtual one.
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That’s for sure.
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One of our first learning points.
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Actually, this interactive website is an
ongoing learning process.
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It’s also – like the test station –
one big experiment:
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How can we use the new media to our gain?
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Our intention with this website was
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to inform
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to engage
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to test
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and to entertain.
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and above all:
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to introduce and improve the station of the future.
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And what did we accomplish?
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That’s a serious question,
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that deserves a serious answer.
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So let me give it a try.
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We set ourselves 4 targets:
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The first target
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To inform our customers
better and broaderthan before.
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We offer an insight
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into the future of stations in
The Netherlands.
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Like this one in Utrecht.
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And we provide information
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of the actual building process of the test station in Leiden.
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And what are the results?
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First of all, the visitors know more about our
plans,
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not only of Leiden,
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but also of the other cities
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where the international train
will stop
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like Amsterdam South.
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More knowledge leads to more
understanding.
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For example, for the
inevitable chaos of a building construction.
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How many people visited the website during these last months?
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We had more than 60.000 visitors,
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who could read about the new stations
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and experience the new dynamic shops in the virtual
world.
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![Page 107: Web 20 Dutch Railways Teststation Leiden 1228861397788772 8](https://reader036.vdocuments.net/reader036/viewer/2022062800/54908ed0b47959f1248b4869/html5/thumbnails/107.jpg)
They could read about our plans to improve
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the perception of a station.
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But
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we’re not only telling our customers about our
innovations
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we’re trying to get them
involved:
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The second target
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To get a real and direct opinion
of our clients.
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We ask them:
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‘what do you think of this?’
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‘And do you want to help us?’
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following the rules of
Web 2.0:
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which means:
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information sharing and collaboration of the public,
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giving and taking
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And how did we get them
involved?
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With daily polls,
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surveys and tests.
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The mere fact that a customer
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is asked to share his opinion,
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makes him feel appreciated
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and also important.
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And at the same time
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it gives us insights
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into the hearts and
minds of our public.
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What do they really care about?
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What’s their perception of the station?
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What can and must we do
better?
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The fundamental question is:
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do our new stations’ concepts work?
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That’s what we hope to find out in Leiden
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and that’s what we are already testing virtually,
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before everything is realized.
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This involvement of our visitors and
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insights in the needs of our customers
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must lead to more sales in the station area.
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It gives us the opportunity to learn
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which innovation works and
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which one doesn’t.
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Results till now?
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12.000 filled in polls
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More than 4.000 filled in surveys
(with 38 questions!)
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2.500 responses to the Study of Colour and Light
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and more than
400 ideas, tips and warnings
from the public.
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The third target
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To work together with the business partners in the
station.
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In real and in the virtual world.
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We come up with activities,
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that must lead to more traffic
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not only to our site, but also to the
site and shopsof our partners.
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Let me give you 1 example.
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The Photography contest
Mooi op het station
(what’s beautiful in a station?)
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Mooi (‘Beautiful’)is our new
station perfumery.
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With this contest,
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which is now running
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we inform the public
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about the arrival of Mooi in Leiden,
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and in the other big international stations
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like Arnhem.
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That brings us to
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The fourth target
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To enrich the brand of the Dutch Railways.
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Can a website do this?
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Yes, I think so.
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How?
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By showing that we are more than just a company with
trains
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We want to improve the station, the station area and
our service in the station.
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And by showing that we try to listen to our customers:
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‘Give us your opinion’,
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‘Think and work with us’.
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We know that a strong brand
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leads to customer loyalty.
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and so to
more business.
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But there’s another relationship between
a strong brand and business,
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especially in the world of business – to – business.
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It’s called trust.
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When you’re building or rebuilding a station
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there’s one thing crucial:
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Cooperation
and thus
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trusting each other.
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How can a website contribute
to building a brand?
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We try to be transparent
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by telling the public what goes right and what goes wrong.
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One of the most visible features of the website
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is the daily blog,
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which allows people to peep
behind the scenes.
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This blog gives
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a big, anonymous organization
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like the Dutch Railways
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a human face.
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10 colleagues of mine who are working within this project
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write about their daily routine, but also
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about their hopes and
dreams
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and –sometimes- about their
fears and furies.
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For 2 months now
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we have been giving some visitors
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this platform to write about their
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experiences and opinions.
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As far as I know
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this is unusual on a corporate blog.
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Does this building the brand
work?
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Does it have any effect?
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We cannot give an answer yet.
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But let me tell you this:
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in the last years
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the Dutch Railways are climbing in the list of
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strong brands
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and in the list of
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most popular employers in The Netherlands.
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I’m not implying
that this is an effect of
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Mijn proefstation.nl
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it may well be just a pure coincidence.
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Let me finish my presentation with
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a case study: the design contest.
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It’s an example of co-creation and crowdsourcing
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(outsourcing to the crowd)
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which means: use the knowledge of your public.
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I’m going to tell you what we have done
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and what we have learned from this contest.
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We invited the public
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to design the station toilet areas
of the future.
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There were two parts to this contest:
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1. Design a logo,
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2. Make a design for all the glass walls.
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The public was asked to
participate in 2 ways:
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1. by sending in designs and
2. by voting.
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The winning design would be realized at Leiden
Station
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and the winner would receive 5.000 euro.
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Choose a serious subject for co-creation,so the people
can really join in.
So Lesson 1 is:
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The next thing we had to do,
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was convincing all the internal players.
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So that they would
cooperate with us.
think of the internal designers, the project managers, the builders.
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And that is Lesson 2:
Focus on selling your idea in your own organization.
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The next step was more difficult:
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to make the right regulations
for this contest.
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How can you make sure
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that you get serious contestants
and serious designs?
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You can’t.
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but you must anticipate and hope for the best.
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We had to think about:
which procedure, which upload mechanism,
how to vote? etc., etc.
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A lot of questions, because some of us
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feared fraud
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and some of us feared
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a lot of non serious contestants.
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We devised a procedure with a “way out”.
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In short:
the public made the short list
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and the jury (staffmembers of the
Dutch Railways) picked the winner.
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And that’s Lesson 3:
Think carefully about your procedure.
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We decided to inform every Art School in Holland
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and we launched a 3D-movie.
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So, Lesson 4:
Give it the right exposure
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And it worked
(Yes!)
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We received almost 250 designs
-in our modest opinion- of good quality.
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After that we had some serious discussion with the
jury.
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They did pronounce a
winner for the glass walls.
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this one:
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But they decided not to choose a winner for the logo,
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due to a ‘ lack of quality and applicability’
(as they put it mildly).
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Then we had to make sure that
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they explained their choices
openly and
transparently.
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That’s Lesson 5:
Be transparent and honest at all times.
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And this August we opened the new toilet area in Leiden
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with this result:
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So, let me finish by saying one more thing:
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it’s the most important thing I’ve learned these last 2
years.
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We must realize that the new media
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give our customers more
power.
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It’s in our best interest
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to let them use this power
to help us!
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And if you take them seriously
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they will help you!
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Thank you for your attention.
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Any questions?