"whatever you do, do something worth sharing." for fontys hogescholen

1 Conversation readiness © In

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Whatever you do, do something worth sharing. Let’s stop talking and start doing. Start doing stuff that actually makes a difference, the shortcut to #worlddomination.

Polle de Maagt (Insites Consulting) for Fontys

http://www.polledemaagt.com/

http://polledemaagt.com/about/insites-consulting



http://www.insites.eu/


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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. Change to a company that is

about consumers and driver

conversations.

Guess that makes me a change agent.

http://www.ministryofworlddomination.com/



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Last year, I worked at Boondoggle, a remarkable advertising agency in Amsterdam and Leuven. We created stuff worth sharing for Nike, KLM and a bunch of other brands. Because

they paid us to do so, but mostly because we loved it.

http://polledemaagt.com/about/boondoggle


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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.

http://www.mariekevanderghote.be/


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I joined InSites Consulting, an extremely boring market research agency.



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Well, at first sight. We do everything to help companies to

connect with their consumers.

And that’s actually a cool route to

#worlddomination.

We help Ben & Jerry’s develop new

icecream flavors.

We help AXE to track what people are

saying about their product.

We help KLM to be the most consumer-

connected airliner in the world.

We do research on toe-nail-fungii (it’s gross,

but gotta love all those useless facts).

And we work for 250+ other brands.




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So, I only have 20 minutes to tell you something interesting.

That’s why I will summarize my presentation upfront:

Whatever you do, do something worth sharing.



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Whatever you do, do something worth sharing. Fail often. Fail soon. But just DO something.



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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

Most companies are just full of crap. There’s an advertising overload. There’s a promise overload. Instead of promising stuff, why aren’t they doing stuff?


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Pemco stopped doing marketing and spends all their money on customer service. No fake promises anymore, just acts and service. At this moment, 94% of their

customer stays a customer.


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Nike changed the way people run. Nike could have done another

advertising campaign. Instead, they

did everything to create the coolest

running club ever, the Nike

RunHouse.

And they went even further, they

used smart technology to make

people run different routes and

longer distances: the Nike+ Graffiti

Challenge.

http://www.polledemaagt.com/clients/nike





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KLM showed they were really recognizing the person behind every customer. With the KLM Surprise campaign, they surprised customers based on their

Foursquare and Twitter checkins. Talking about remarkable customer service …

http://www.polledemaagt.com/clients/klm


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‘Wouldn’t it be awesome to turn all advertising space on Times Square into art?’ That’s what Justus Bruns, a Dutch student thought. And instead of leaving it there, he

actually tried to make it happen. He gathered friends, started a website, collected

money, throwed parties … all to make a silly idea come true.


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Telenet launched a new product that wasn’t finished: Telenet Yelo, an application to watch tv anywhere. Instead of waiting for the product to be completely finished or selling something that

didn’t work, they asked their customers to help to make the product better.


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Whatever you do, do something worth sharing. People talk. A lot. Be sure you’re the thing they’re talking about.



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Be conversation-worthy on every level (sorry, the boring part). How will everything lead to something to talk

about?

Purpose Be bigger than your brand / organization.

Strategy Have a consumer connect focus.

Tactics Plan for touchpoints, people and content.

Execution Create stuff worth sharing.


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Ben & Jerry’s is more than just icecream. With such an engaging purpose, people love to talk about Ben & Jerry’s. They go way

beyond icecream.


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Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in

Europe.


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Blurb goes the distance in stimulating people to talk about them. Try measuring the Net Promoter

Score to see how likely it is that your

colleagues will recommend your

company.

http://www.blurb.com/


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Isn’t she cute? It helped Antwerp Zoo to capitalize on their unused potential: their animals and 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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Whatever you do, do something worth sharing. You can forget most of the things I said. But please, remember this.



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Be conversation-worthy on every level (sorry, the boring part again). Purpose

Be bigger than your brand / organization.

Strategy Have a consumer connect focus.

Tactics Plan for touchpoints, people and content.

Execution Create stuff worth sharing.


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You might not realize it, but this is the time to really pursue #worlddomination.




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I hope I was worth sharing.

If so: spread the word.

Find me on twitter (@polledemaagt) or

just send me an email at

[email protected].

Download the presentation at

http://polle.me/fontysgent

http://twitter.com/polledemaagt

http://twitter.com/polledemaagt

mailto:[email protected]

http://polle.me/fontysgent

"whatever you do, do something worth sharing." for fontys hogescholen

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