"the best digital advertising in the world" for vlerick leuven gent management school

1 Conversation readiness © In

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The best digital advertising of the world From ads to acts.

Polle de Maagt for Vlerick Management School

http://www.polledemaagt.com/




http://www.insites.eu/


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Hello. I am Polle de Maagt.

I create impact through

conversations at a pretty cool

company called InSites Consulting.

We work mostly because we’re

committed to take research

forward, but brands like

Ben&Jerry’s, Telenet, Danone and

Philips agreed to pay us for it.

Polle de Maagt Marketing consultant – [email protected] - @polledemaagt

Nike Run Unleashed Putting playfullness into running.

KLM Surprise An experiment how happiness spreads.

Jong Tuig / Young Scum Offline beers for online-minded talent.

What was the best advertising campaign ever? ?


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A brief history of digital advertising Smart Facebookisms From ads to acts

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Aha! Let’s do …

or Wouldn’t it be awesome if …

2001 internet marketing

Subservient chicken The worst thing that ever happened. The start of the viral era.

2002 search engine optimization &

search engine marketing

Search engine marketing Spam-ish, not always relevant, an never ending war and competition from (mainly) social networks

How does this influence corporate marketing and PR? How does this influence your HR policy? ?

2004 The rise of social media

2004: Kryptonite Every time you use this case a kitten dies

2007: Vodafone The mother of all webcare and web relations cases in The Netherlands

2005 Social network marketing

Social network marketing Bannering mostly. Serious.

2007 Social media marketing

Yep. Second Life. Next level bannering. Waste of money.

Overload of social media Next level bannering. Waste of money.

2008 Cool banners &

advanced spamming

Apple banners

[APPLE]

Apple banners

[BANNER CONCERTS]

Apple banners

[HAPPINESS MACHINE]

The rise of social crm and retargetting Next level bannering. Waste of money.

2009 Anti-social media marketing

What were the top-6 lines used last year during the Cannes Lions advertising awards? ?

6. „We made the world a better place‟

5. „We created a Facebook phenomenon‟.

4. „We revolutionized the advertising world‟.

3. „Our idea translated into a huge internet buzz‟.

2. „We acted as creators of entertainment‟.

1. „We didn‟t create a website, we created a social movement‟.

Apple banners

[FUN THEORY]

Need even more proof? Let‟s have a look at cute elephants.

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands

T +31 (0)20 716 3717 - www.boondoggle.eu

In 2010 Boondoggle used a little elephant as the ultimate lean mean conversion machine. (isn’t she cute)

http://www.boondoggle.eu

It didn’t start from a medium or technology gadget. It started from a remarkable story. A transmedial story that is. A story that is worth sharing. They were asked to make Antwerp Zoo top of mind when young families consider to go out for the day.

On may 17th 2009, 559.824 people watched a live broadcast starring a little elephant.

1.200.000 stream viewers (in 1 day).

The first month, 165.000 visitors turned up for the ‘baby shower’.

Antwerp Zoo welcomed 300.000 extra paying visitors. (+28% compared to 2008)

Kai Mook was nominated for product of the year 2009 by Belgian Newspaper De Standaard.

Number 1 Carnaval Suit. We love stuff that ends up on t-shirts (and carnaval suits).

Number 1 Carnaval Suit 2009. Things really work when they end up on T-shirts or as a carnaval suit.

They created a story that was worth sharing for 8 months. Wouldn‟t it be awesome if we could make every Belgian feel a little bit pregnant too?

There was buzz.

There was engagement.

There was a central point. A website that collected all efforts

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands

T +31 (0)20 716 3717 - www.boondoggle.eu

http://www.boondoggle.eu

Gathering and activating fans A Facebook group

A widget Can‟t live with „em, can‟t live without „em

A trunk-o-lizer Get an elephant trunk for your Facebook avatar

0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

3.000.000

3.500.000

50.000

3.000.000

Media investment versus media value If it‟s worth sharing, it isn‟t worth buying

2010 Towards localised and no-nonsense

Groupon: localised bargains The coolest kid on the block. Collective buying power. 18,500,000+users, $775,000,000+ saved in two years

2010 Towards conversations and stories

“create stuff worth sharing”

Smart use of content Pressdoc is a social media pressrelease platform

Service design Zappos invited employees to WOW customers.

Apple banners

[OLD SPICE]

Apple banners

[KLM SURPRISE]

KLM Surprise An experiment how happiness spreads


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This is a Facebook profile page. A Facebook profile page is an overview of all content and all connections of a specific

user. Photos, videos, notes, thoughts, links and an overview of friends and family. But

there’s even more: game scores, Slideshare powerpoints, YouTube videos or other rich

content.

But this is not about personal profile pages. This is about branded Facebook

pages.

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http://www.facebook.com/polledemaagt


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This is a Facebook branded page. A Facebook branded page has similar functions. You can add photos, videos or wall

posts (a bit like blog posts).

But there is so much more you can do.

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http://www.facebook.com/klm


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Smart use of images. Adidas and other companies use large profile

images to give extra personalization and

conversion to their pages.

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Or just great copywriting. Skittles uses hilarious status updates to keep the

community engaged.

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Highlight your fans. Coca Cola not only highlights the original founders of the

Facebook fan page, but also highlights fan content. A great

way to show appreciation and to give back.

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Talk to your fans (when you’re ready). When you gather fans, people will actually talk back. Start a conversation with them.

Help them, activate them and facilitate them.

Are you ready? See how conversation-ready you are with our conversation scan.

By the way: helping people helps. When you solve a customer problem well, 81% will

stay a customer and a whopping 63% will recommend you. * Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010

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A custom tab. When you are the owner (administrator) of a Facebook brand page, you can even add

custom tabs. The easiest way to do this is to search for “FBML” in the search window

and add an FBML tab to your page.

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A custom tab: off the shelve solutions. If you think this is too difficult, there is a wide range of companies offering ready made

custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even

more advances feaures. It is even possible to have extremely advanced applications

running within Facebook (some examples later ).

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http://www.involver.com/


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Service your customers. KLM is one of THE examples on how to reach out to your customers. They turned

their Facebook page into a service desk.

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http://www.facebook.com/KLM


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Use events. Facebook really isn’t

about online, it is

about exchanging

content and bringing

people together.

Online AND Offline

that is. That makes

Facebook a great

place to highlight

upcoming events, like

Starbucks does.

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http://www.facebook.com/Starbucks?v=app_2344061033



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Random acts of kindness. KLM goes further than

mere service by

randomly surprising

their customers. Great

talkable content is the

result.

See more at

klmsurprise.com

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http://www.klmsurprise.com/


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Use location. If you think this is too difficult, there is

a wide range of companies offering

ready made custom tabs. Like

Involver. They offer tabs for video,

twitter, sweepstakes and even more

advances feaures. It is even possible

to have extremely advanced

applications running within Facebook

(some examples later ).

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http://www.involver.com/


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Managing a

global brand:

Starbucks. Starbucks services global

customers via their global

fanpage, but also helps local

customers to find their

localized Starbucks pages.

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Integrating existing efforts: Starbucks. Starbucks integrates popular elements of their existing starbucks.com into their

Facebook presence: you can manage your Starbucks card from within Facebook.

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Creative with default options. VJ Sam de Bruyn’s Facebook profile shows an actual message: I love Justin Bieber.

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http://www.facebook.com/samdebruyn

http://www.facebook.com/samdebruyn


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Taking it even further. Some brands and companies even take it further and integrate Facebook functionality in the core elements of their products.

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Deep Facebook integration: Nike. Whenever you start a run within the

Nike+ Running application, you can

ask your Facebook friends to cheer for

you. How? Nike sends a wall post to

Facebook where other users can

comment and like. Every comment

and like turns into a cheer in the

runner’s headphone.

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Print your Facebook status updates in a book. Book of Fame is an initiative of Leuven-based (Belgium) Boondoggle Life Labs.

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http://www.bookoffame.net/

http://www.lifelabs.be/


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Offline to online. Likify lets users become instant fans

online. Whenever they scan a Qrcode with

their cellphone, they become afan on

Facebook.

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http://www.likify.net/


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Honestly, sentences like the world has changed, power has shifted to the consumer, increase your share of conversation, consumers trust each other most, shifting power from marketers to consumers, marketers are no longer in control, social media strategy and learn to lose control give me a minor

headache.

While it is really really simple.

People talk. A lot. Internet made it pretty easy to talk. But still: 80% of the talking is done offline. You might not be surprised that talking influences others. Especially when the conversations are searchable and retweetable. Consumers talk better, more and more genuine than brands. So you better be ready.

Kindness, happiness and cool things are talkable. KLM surprised random passengers in their effort to discover how happiness spreads. Advertising campaigns make great conversation starters.

http://polle.me/toklmsurprise

“ “ Consumers out-conversate brands.

Create stuff worth sharing.

Tom de Bruyne (Boondoggle)

It isn’t about remarkable talks, it is about acts. Put your money where your mouth is. Start doing things that proof your commitment to help consumers.

“ Focus on what really matters: making users happy with your product as quickly as you can, and helping them as much as you can after that. If you do those better than anyone else out there you‟ll win.

Marc Hedlund (Wesabe) “

A remarkable company culture works. Every company has it‟s stories and ambassadors, like Nike‟s Ekins. Capitalize on these stories and turn your employees in an army of ambassadors.

Your product might have fans who’d love to help. Facilitate them in sharing.

Buying new consumers is expensive. Keeping your customers is less expensive than acquiring new ones. And happy customers spread the words. Customers who are fed up … well … not.

Helping people helps. Exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling below customer expectations erodes loyalty (5%/71%). * Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010

When you understand your customers, you’ll do better. 66% of marketers is disconnected from their target audience. Ouch.

* InSites Consulting, Meet The Joneses Research, 2010

http://polle.me/tomeetthejoneses

http://polle.me/tomeetthejoneses

If someone asks you a question, answer politely. Zappos invites every employee to WOW their customers. By the way: 11% of organizations doesn‟t reply to customer emails. * InSites Consulting, Meet The Joneses Research, 2010

Recap. People talk. A lot. And offline too. Kindness, happiness and cool things are talkable. It isn‟t about remarkable talks, it is about acts. A remarkable company culture works. Buying new consumers is expensive. Helping people helps. When you understand your customers, you‟ll do better. If someone asks you a question, answer politely.

It’s really about being human. It is about asking yourself „What should consumers be saying to each other after they‟ve seen my ad or contacted me and my brand?‟ It is about integrating conversations in all thinking and acting. It is about observe – facilitate – join.

Not convinced yet?

We asked 500 European marketers what they do with word-of-mouth. And we asked them about how they compared to their competitors in terms of return on investment, turnover growth, profitability, market share and customer satisfaction.

Guess what.

The best performing marketers do three things that make them stand out. * Conversation Readiness research amongst 500 European marketers

Offline WoM Road map

WoM

Product improvement

1) They start to implement Word-of-Mouth right away, applying it to their current products. * Conversation Readiness research amongst 500 European marketers


WoM

Product improvement

2) They realize Word-of-Mouth isn’t only online. * Conversation Readiness research amongst 500 European marketers


WoM

Product improvement

3) They approach Word-of-Mouth strategically. * Conversation Readiness research amongst 500 European marketers


WoM

Product improvement

Read the manual.

Seriously.

Read it.

http://polle.me/ebdQAu

What is advertising? ?

How to plan for a new kind of advertising? ?


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Touchpoints, People and Content

Ma

ke th

ing

s h

ap

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Touchpoints

E.g. Out-of-office

Content

E.g. Client cases

People

E.g. Our gurus



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Paid, Owned and Earned media. …

Ad

s to

act

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Paid media …

Ad

s to

act

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Owned media …

Ad

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act

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Earned media …

Ad

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act

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How to organise this kind of agency? ?

What is a relevant measure of success? ?

Facebook fans the new measure of success? Fans are a mere newsletter 2.0

The campaign reached only 17.000 people Success: referral (8), mentions (200), 40% of target audience


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Con

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Brand leverage model. The brand leverage model defines how a strong brand identification fuels brand

conversations and brand perception and how all three of them fuel brand leverage.

Brand leverage is an extremely important metric, because it has a strong correlation

with brand purchase, brand promotion and perceiving a brand as being “close to

ideal”.

Brand leverage model Van Belleghem, Schillewaert Vergult

Brand

Identification

Brand

Conversations

Brand

Perception

Brand

leverage

R²=.50

Purchase brand

Promote brand

Brand is

close to ideal


You can forget most of the silly things I said. But, please:

Remember these five things.

The world is a conversation network and customers out-conversate brands. It is about integrating conversations in all thinking and acting. It is about managing the conversation.

1)

It is about changing the way you treat your consumers. About acting human. It is about doing what you say you do, it is about listening and acting. About observing, facilitating and joining the conversation.

2)

It isn’t rocket science. Kindness, happiness and cool things are talkable. Great products create happy customers. Helping people helps. When you understand your customers, you‟ll do better. If somone asks you a question, answer politely.

3)

It is about starting from a story worth sharing and making it shareable.

4)

Read the manual.

Seriously.

Read it.


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I hope I was worth sharing.

Send me an email at

[email protected] so I can help you

remind of the 48 hours.

Find the presentation at

http://polle.me/vlerick11

"the best digital advertising in the world" for vlerick leuven gent management school

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