Date post: | 27-Jun-2015 |
Category: |
Technology |
Upload: | polle-de-maagt |
View: | 2,341 times |
Download: | 1 times |
From social gimmicks to social business.Storytelling in the social age.
@polledemaagt for PromaxBDA
Polle de Maagt @polledemaagt
Sorry, I’m from mainland Europe.That means my perspective on New Zealand/Australian TV is rather limited.
Polle de Maagt @polledemaagt
Neighbours &McLeod’s Daughters.
Steve Irwin &Crocodile Dundee.
... something withLord of the Rings.
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
We are storytellers.
Polle de Maagt @polledemaagt
Well ... you guys are. I’m just a geek with a babyface.
Polle de Maagt @polledemaagt
Like the old proverb says ...
Tell me and I’ll forget;Show me and I may remember;Involve me and I’ll understand.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
The challenge of managing expectations.Polle de Maagt @polledemaagt
Over-the-top-deliveryFeeds negative conversations
Over-deliveryFeeds positive conversations
Under-deliveryFeeds negative conversations
DeliveryNo reason for conversations
Expectations levelSet by pricing, brand, communications, previous experience, hearsay
Polle de Maagt @polledemaagt
KLM Surprise
Dude, where’s my suitcase?!
Polle de Maagt @polledemaagt
The suitcase-principle: you can do all the cool social business stuff you want, but if you don’t get the basics straight, you’re lost.
Polle de Maagt @polledemaagt
Storytelling in the social age.From social gimmicks to social business.
Concepts worth sharing.
Don’t push, craft concepts that are intrinsically worth sharing.
Stuff worth engaging in.
Filling the gaps in between shows and engaging audiences on the long term.
Stories that build our business.
Test. Measure. Map. And prove that the way you’re going is the right one.
*Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
Constructing a shareable story.Don’t push. Create stuff worth sharing.
Polle de Maagt @polledemaagt
Smart media investments
Grand prize
Celebrities
A cause worth joiningA purpose to believe in.
A reason to start your own Facebook page.
A shareable constructRemoving all hurdles, making it
easy to share and embed.
A concept worth bugging your friends with
Consisting of stuff worth sharing and a reason to engage your friends.
Polle de Maagt @polledemaagt
A collective goal
Serious Request is a Dutch concept where 3 DJ’s are locked in a BigBrother-style glass house to collect money for charity. Over 20.000 activities are organised to collect
the money.
Something we can all relate to.
Belgian TV program ‘Basta’ took on the bullies of our world: telecom operators,
government institutions and banks. Payback time!
Prove in acts, not ads
Kony2012 goes beyond a simple documentary and mobilizes people to join.
A cause worth joining
Constructing a shareable story.Polle de Maagt @polledemaagt
Smart media investments
A cause worth joiningA purpose to believe in.
A reason to start your own Facebook page.
A shareable constructRemoving all hurdles, making it
easy to share and embed.
A concept worth bugging your friends with
Consisting of stuff worth sharing and a reason to engage your friends.
Grand prize
Celebrities
Polle de Maagt @polledemaagt
A reason to involve friends
Give a plausible reason to involve others.
A reason to share
Cool, funny, something else?
What will be the tweet?
Imagine: what will be the tweet about your campaign?
Create stuff worth sharing
Constructing a shareable story.Polle de Maagt @polledemaagt
Smart media investments
A cause worth joiningA purpose to believe in.
A reason to start your own Facebook page.
A shareable constructRemoving all hurdles, making it
easy to share and embed.
A concept worth bugging your friends with
Consisting of stuff worth sharing and a reason to engage your friends.
Grand prize
Celebrities
Polle de Maagt @polledemaagt
Social objects
Create stuff that ends up in blogposts.
A smooth flow
Make it simple.
Embeddable & Shareable
Make it easy to share.
A shareable construct
21 3
Polle de Maagt @polledemaagt
The Voice of infrastructure
Stuff worth sharingCreate stuff that leverages
the ripple effect*Note: I didn’t work on this case.
Candidates / judgesExtra entities to play with
AdvertisingBuild reach
Drive traffic
Behind the screensExtra entities to play with
Only critiqueA buggy online video
strategy
Partner push
Show itself
Engaging appsBuild engagement
Smart content programEngaging
Converting
AppsMore complex functionalities
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Storytelling in the social age.
Concepts worth sharing.
Don’t push, craft concepts that are intrinsically worth sharing.
Stuff worth engaging in.
Filling the gaps in between shows and engaging audiences on the long term.
Stories that build our business.
Test. Measure. Map. And prove that the way you’re going is the right one.
*Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
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.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Show itself
‘Social glue’
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
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Storytelling in the social age.
Concepts worth sharing.
Don’t push, craft concepts that are intrinsically worth sharing.
Stuff worth engaging in.
Filling the gaps in between shows and engaging audiences on the long term.
Stories that build our business.
Test. Measure. Map. And prove that the way you’re going is the right one.
*Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
Polle de Maagt @polledemaagt
Mapping return on social.
Indirect Return Direct Return
Company-facing
Client-facing
KLM Web Relations
Accenture’s B2B lead generator.
Meet & Seat
TNT Push to add drama
Amex
Polle de Maagt @polledemaagt
Create momentum.Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.
Polle de Maagt @polledemaagt
Intermediate
Novice
Start
Expert
Sensibilisation Conversion Metrics &Reporting
Build the case you need to make.
“Using social media can really touch people”
The huge internal effect of KLM Surprise.
“Social media gets us into contact with our main B2B clients”
A simple Slideshare experiment.
“Social media makes mainstream media horny” and “If that old guy
can do it, we all can”
*Sorry Daniel, it’s not personal.
Polle de Maagt @polledemaagt
Please remember these 3 things.
Constructing a shareable concept.
How can you make your concept worth engaging with on every level?
Create momentum.
Your success isn’t instant. Give your organization the opportunity to learn, fail and test. Build the case you need to make.
Many ways to prove return.
From indirect to direct and from client-facing to company-facing.
Polle de Maagt @polledemaagt
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.
Polle de Maagt @polledemaagt
I hope you liked it.Let me know how you change
your story.@polledemaagt / [email protected] / polledemaagt.com
Download the presentation at http://polle.me/PolleforPromax
(and please, give me a nice speaker rating)
Polle de Maagt @polledemaagt