Acts. Not ads.Do remarkable stuff,

don’t talk remarkable stuff.

Polle de Maagt @polledemaagt

Hello. My name is Polle de Maagt.@polledemaagt that is.

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

Through inspiration, strategy and coaching.

We did 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.

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.

I work(ed) for companies like

Let’s talk about the inflation of promises and commitments.

If that’s ok with you.

9,1% was not delayed or cancelled

Over my last 11 itineraries.

Over the last 8 years ...... I have been a 30K customer.

Create acts, not ads.Leo Burnett.“ “

More difficult to exceed expectations every day.It’s pretty basic: do more than people expect to stimulate word of mouth. However, 365/24/7 webcare and other services change the normal, a new normal, a new hygiene level.

So, maybe ... we need to change tonight’s focus.

Acts. Not manifestos.

Companies, not social media gurus.

Polle de Maagt @polledemaagt

Honestly. Who read the Cluetrain manifesto?

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

Steven van Belleghem.“ “

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

Polle de Maagt.“ “

Talk their language.Talk 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

Create acts, not ads.Leo Burnett.“ “

48Change 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.

Download the presentation at polle.me/rtfm11polle or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)

Thanks for your time.

http://polle.me/rtfm11polle