The noble art of building brands

worth sharing.Let’s stop talking, let’s start doing.

Polle de Maagt @polledemaagt

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.

I try to change companies to be less about ads and more about acts.

Through inspiration, strategy and coaching.

I work(ed) for companies like

www.polledemaagt.com @polledemaagt

And I write about it.Mostly to sharpen my own mind, sometimes to make myself completely ridiculous.

This presentation is 100% Apple, eBay and Zappos-free.And I will only talk about stuff I either experienced or worked on myself.

I hope that’s practical enough for you guys ;)

I would like to talk about 3 things today.(Don’t worry, I made them tweet-size, so you can share and/or remember them).

Marketing is way too important to leave it up to the marketing department.

Steven van Belleghem.“ “

Create acts, not ads.Leo Burnett.“ “

Create stuff worth sharing.Tom de Bruyne.“ “

Create acts, not ads.Leo Burnett.

Social media is way too important to leave it up to the marketing department.

Polle de Maagt.“ “

“ “Create stuff worth sharing.

Tom de Bruyne.“ “

Create acts, not ads.Leo Burnett.

Social media is way too important to leave it up to the social media department.

Polle de Maagt.“ “

“ “Create stuff worth sharing.

Tom de Bruyne.“ “

Create acts, not ads.Leo Burnett.“ “

1

New Mercurial Vapor bootNot the same round every day,

but a route worth running.

Nicklas BendtnerWhat a guy.

Results?Over 500 designed pairs and 60.000

activated youngsters.

Wouldn’t it be awesome to see Denmark’s brightest football star Nicklas Bendtner’s score the winning goal in your shoes? The campaign invited youngsters to design a pretty remarkable pair and activate their friends to

help them win.

A competition worth participating.

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.

The growing challenge of managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to over-exceed expectations, that actually creates negative conversations.And it sets a new normal ...

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.

*Ok, ok, this is not my own case.

How can you be both coherent in customer service, invoices, tweets and wallposts?

So, where was the chapter on tweets and wallposts in our brand book again?

Coherent brands: Dogma is for dogs.Usually, brands are defined in vision documents. Or even worse, tag clouds. But with so many new

touchpoints between brands and consumers, we need an identity that both works in a tweet and an invoice. An identity that is coherent, media-neutral and that inspires rather than restricts.

Inspiring copyCopy that sets the tone,

restricts, inspires and shows company character.

Visual feelEyecandy support for the

copy and company feel.... and seriously

If a dog food company can do it, you can do it.

Polle de Maagt @polledemaagt

Marketing is way too important to leave it up to the marketing department.

Steven van Belleghem.“ “

2

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.

Honestly. Cool or freaky?

The most important thing: it created momentum.Key in integrating social media is to build a ripple effect of small successful projects. It gives people in the organization time to adapt and learn. It gives you time to build business cases and build support.Define goals with intrinsic, learning and change management KPIs.

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

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Smart projects and their language.Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small

projects will force you to take baby steps every day, will help to engage more internal people, will help you develop internal learnings and best practices and a track record of successful mini projects. All to fuel

momentum.

Define projectsDefine key challenges and chop them up into manageable projects. Projects

that test hypothesizes, show progress, make you learn and fuel

momentum in other ways.

RoadmapSketch a progessive roadmap

with main todos and milestones.

More on KPIsSee next slide for more on

defining the different KPIs.

Clear aimDefine a clear aim that describes the

main purpose of the project.

Polle de Maagt @polledemaagt

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.

If you can’t prove your return, you should be fired.(Yes, you can quote me on that).“ “

Create stuff worth sharing.Tom de Bruyne.“ “

3

Hierbij de advertentie van

Boondoggle voor Adformatie.

Mogelijk ontdekt u in deze advertentie hier en daar wat subtiele elementen die het tegendeel zouden

kunnen suggereren, maar dit is wel degelijk de nieuwe campagne voor Adformatie. Van Boondoggle.

Vooral om aan te kondigen dat Adformatie meer dan ooit dé referentie is voor nieuws over reclame,

marketing en media. Als het in Adformatie staat, wordt erover gesproken. Zo eenvoudig is het.

U begrijpt dat we ons daarom nagenoeg belangeloos hebben opgeworpen om de nieuwe campagne

van Adformatie te creëren. Niets te danken, overigens.

BO

ON

DO

GG

LE

AM

ST

ER

DA

M

My old friends from ... euh ...

Isn’t she cute?

Use your unused potential.

This is @btriele by the way.A guy that most definately will make you

horny.

People cooler than youBoondoggle Amsterdam invites it’s friends to attend. Usually, people

cooler than you (and certainly me).

A celebration of stuff worth sharing Boondoggle Amsterdam asks it’s friends:

what makes you horny? That usually turns out in 15 speakers with 10 slides worth

twittering and facebooking. Each.

Warning: this part is a bit theoretical.

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.

The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hour content strategy.

Twitter forces gradual engagement.

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.

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

Maybe the best social media campaign ever.

It works beats “it would be cool if” every day.

Just make sure it does the job.

]

You can forget most of the things I said today. But please, remember 3 things.

Create acts, not ads.Leo Burnett.

Social media is way too important to leave it up to the social media department.

Polle de Maagt.“ “

“ “Create stuff worth sharing.

Tom de Bruyne.“ “

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.

I try to change companies to be less about ads and more about acts.

Through inspiration, strategy and coaching.

Download the presentation at polle.me/lessius2011or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)

Thanks for your time.

http://polle.me/lessius2011