Date post: | 27-Jun-2015 |
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Technology |
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A plea for geeks and fails
in public services.How technology and some psychology can
help us to help people better.
- a presentation for Brussels Regional Informatics CenterConférence Annuelle/Jaarlijkse Conferentie 2011-
Polle de Maagt @polledemaagt
Would this work?Would this make a
difference in their tips?
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.
Polle de Maagt @polledemaagt
I try to change companies and the government to be less about ads and more about acts.
Through inspiration, strategy and coaching.
Polle de Maagt @polledemaagt
I work(ed) for companies like
Polle de Maagt @polledemaagt
I would like to talk about 3 things today.(Don’t worry, I made them tweet-size, so you can easily remember them).
Polle de Maagt @polledemaagt
Be maniacal in managing expectations.
Create acts, not ads.Leo Burnett.“ “
Fail. Create momentum.
Polle de Maagt @polledemaagt
Be maniacal in managing expectations.
1
Polle de Maagt @polledemaagt
I am an illegal immigrant.
Polle de Maagt @polledemaagt
9,1% was not delayed or cancelled
Over my last 11 itineraries.
Over the last 8 years ...... I have been a 30K customer.
Polle de Maagt @polledemaagt
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 ...
Polle de Maagt @polledemaagt
Zappos does an amazing job in making technology invisible and really understanding consumers. Whenever you answer ‘thank you’ to a standard support mail, they will send you a personal message back, instead of an autoreply.
Beyond the standard support mails.
Polle de Maagt @polledemaagt
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.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Honestly. Cool or freaky?
Polle de Maagt @polledemaagt
A cost-efficiency experiment.How can we prove digital works? By showing our webcare department is more efficient than our regular call
center. Actually ... a whopping 50-75%.
A 365/7/24 team in 6 languagesReady to help clients all over the world.
50-75%And we’re not even counting the social media ripple effect.
A weekly reportFor all managers.
Polle de Maagt @polledemaagt
Create acts, not ads.Leo Burnett.“ “
2
Polle de Maagt @polledemaagt
For me, it all started with this bill.
Would this work?Would this make a difference
in their tips?
Yep.I should treat my nails better.
Polle de Maagt @polledemaagt
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.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Yes you can.
Wouldn’t it be awesome ...... to turn all advertising space
on Times Square into art? That’s the idea of TimesSquare
to ArtSquare #TS2AS.
Justus BrunsActually, he grew up in
Belgium.
When you have a great idea, you get away with
ugly jackets.Remember that.
Polle de Maagt @polledemaagt
Fail. Create momentum.
3
Polle de Maagt @polledemaagt
Challenging Gent’s mayor.
Daniel Termont.A genuinely awesome guy.
He personally answers all emails he gets.
Approximately 250 a day.
Polle de Maagt @polledemaagt
Capitalize on unused potential.
A story worth sharingWouldn’t it be great if every
Belgian felt a bit pregnant too?
Kai MookIsn’t she cute?
Unused potentialCute animals get born from
time to time. Employees were video amateurs.
Results?Over 600.000 people watched the
birth. Live. Over 33% more visitors. Nominated as product of the year.
Polle de Maagt @polledemaagt
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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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.
Maybe the best social media campaign ever.
It works beats “it would be cool if” every day.
Just make sure it does the job.
]
Polle de Maagt @polledemaagt
You can forget most of the things I said today. But please, remember 3 things.
Polle de Maagt @polledemaagt
Be maniacal in managing expectations.
Create acts, not ads.Leo Burnett.“ “
Fail. Create momentum.
Polle de Maagt @polledemaagt
48Help me change the government. 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.
Polle de Maagt @polledemaagt
I try to change companies to be less about ads and more about acts.
Through inspiration, strategy and coaching.
Polle de Maagt @polledemaagt
Download the presentation at polle.me/geeksforcibgor contact me via twitter (@polledemaagt) or email ([email protected])
Thanks for your time.
http://polle.me/geeksforcibg
Polle de Maagt @polledemaagt