"Use your unused potential. How most (insurance) companies do great stuff, but forget to reap the...

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Use your unused potential. How most (insurance) companies do great stuff, but forget to reap the rewards.

Polle de Maagt (Insites Consulting) for Ohra

I heard photos of cute kids work, so here’s a photo of a cute kid, by Ohra.

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

to be more about acts and

conversations, less about ads.

Guess that makes me a change agent.

http://www.ministryofworlddomination.com/

http://www.ministryofworlddomination.com/


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Last year, I tried to change the way people run, together with my buddies at Boondoggle and Nike. 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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But … then I fell in love with a Flemish girl, Marieke. And moved to Ghent. Probably the smartest thing I ever did. And yes, we met through the internet.

http://www.mariekevanderghote.be/


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So, what about you? Who’s using Facebook? Who’s using twitter? Who’s the ultimate geek in the

room?

Yes, this is an interactive element, so you may answer my questions.



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Managing expectations. I only have 60 minutes.

I don’t know sh*t about insurance companies or your organisation. I DO know a

lot about consumers, social media conversations and getting consumers into

the boardroom.

Thus, we need eachother.

If you need me after this presentation, just send me an email at [email protected]



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Where are we now? Pretty much every company is in the early stages of social media and

conversations.

But actually, Ohra is doing some pretty cool things.



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Ohra tries to help people on twitter. Webcare based on twitter questions.


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And via live chat! That’s pretty neat.


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Facebook apps. And Ohra started their first apps on Facebook, for travellers.

A very important question: What’s in it for me?


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YouTube channel. Ohra is supporting it’s other online channels with a YouTube channel.


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Ohra even has some iPhone apps. There’s an app for when I’m on vacation.

Yep.


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Even more Working together with consumers. Onderling.nl is pretty smart way to engage consumers in deciding on new products

and features.


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So, tell me how are we doing? What do you think about Ohra’s efforts so far. Are we keeping up with our

competitors? Are we proving our brand in everything we do?




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Let’s see: Proactive vs reactive, marketing vs service. Decide on reactive versus proactive and marketing versus service.


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Ohra: Proactive vs reactive, marketing vs service. Let’s try to map our efforts here. Some are pretty clear, others are less.

Twitter

Campaign

Onderling?

Hyves?

iPhoneapp ?

Face-book?

Face-book?


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Smart information: Aegon has a neat site ‘speel je toekomst’ Brilliant in execution, low in impact, but it helps to proactively explain things.


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Use smart ways of listening and improving your conversation-worthiness. Try measuring the Net Promoter

Score to see how likely it is that your

colleagues will recommend your

company.

We used this to turn a financial

service provider’s customer

service from -30 to -1.


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Where do we want to be? What do we really want to achieve?

What is the impact we want to have?



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It’s not about being on Facebook. Or Twitter. Yes, Twitter is huge. And Facebook even bigger. But they are both platforms, not end

goals. So it really is about if and how both can help you reach your end goal. Which is

most likely not about having a Facebook fan page and more about driving

conversations, customer retention, sales or brand value.

http://www.facebook.com/polledemaagt


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It’s not about being a big brand. With big brands come big problems. Never look

for an excuse in just being a small company with

little budgets. When it comes to connecting with

consumers, real relationships work. And size, for

once, doesn’t matter.


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And it certainly isn’t about being the first mover in adopting new technology. Mobile, augmented reality, location

based services are all just awesome.

And yes, there is PR-value in being the

first Augmented Reality bakery in your

neighborhood. But is that really what

you want your consumers to talk

about?


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What is it about? What are the key things a connected brand should do?

Marketing is too important to leave to the marketing department.

How are we getting our consumers in the boardroom?



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1) Act human. We use technology to help our

consumers better. But does it really

work or does it backfire?

Zappos does an amazing job in making

technology invisible and really

understanding consumers.

(Thanks Steven Verbruggen for the tip!)


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2) Commit acts not ads: surprising KLM passengers. With the KLM Surprise campaign, KLM surprised customers based on their

Foursquare and Twitter checkins. Talking about remarkable customer service and

really understanding what their consumers are about …

http://polledemaagt.com/clients/klm


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3) Use your unused potential: Antwerp Zoo’s cute little animals and tech-savvy 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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4) Advocacy is the new retention is the new acquisition: Pemco’s customer service excellence. No fake promises anymore, just acts and service. At this moment, 94% of their

customer stays a customer.


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5) Recognize monetary value and conversation value. Recognize both monetary and conversation value.


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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

6) Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but

also to your colleagues.


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7) Embed new ways of measuring success. Try measuring the Net Promoter

Score to see how likely it is that your

colleagues will recommend your

company.


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How to implement this? How are we going beyond campaigns, pilots and gimmicks towards sustainable

business?



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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

How? Observe, facilitate and join conversations. See what your customers are doing and learn from it, help them to talk about you and

actively engage in conversations.


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Have a look at the consumer journey. What are the touchpoints that influence the consumer?


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Bring your sales where the customers are. Bring the sales where your clients are.


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

Europe. Conversion between stumbling and endorsing.

http://www.tripadvisor.com/Hotel_Review-g187895-d1433880-Reviews-Il_Giglio_d_Oro_B_B-Florence_Tuscany.html





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What would be the touchpoints that have most impact? Are there things we could improve? Capitalize on?




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Be conversation-worthy on every level. Be sure to define what business you’re in and set clear goals.


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Sidestep: Facebook forces engagement. A lot of campaigns are designed to

collect Facebook likes. To be able

to tap into the consumer news

feed, however, a consumer had to

have a recent interaction with a

brand. "News Feed (…) is a constantly updating list of stories from people and Pages that you follow (…) bases this on a few factors: how many friends are commenting on a certain piece of content, who posted the content, and what type of content it is (e.g. photo, video, or status update)".


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Planning for engagement. It’s important to align all efforts to guide consumers to be more and more engaged.


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How? Via campaigns and programs. It isn’t so much about social media, it is about designing touchpoints for conversion.

Current campaign

Mailing

Twitter Recruit-

ment


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Example? KLM’s whiteboard. KLM invited their Facebook fans to like a phot and promised to write their names.

A small gimmick, but it works to engage consumers.


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Turkcell created continuous live interaction. To promote it’s mobile offering, Turkcell created a live twitter-based game.

Based on twitter interactions, post-its would be removed or changed.

Conversion from stumbling to folllowing / endorsing.

http://www.youtube.com/watch?v=PSgk7YOigG8&feature=player_embedded

http://www.youtube.com/watch?v=PSgk7YOigG8&feature=player_embedded


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Example? Ben & Jerry’s and Unilever engage consumers in product development and marketing. In a closed research community, we make sure 150 consumers really make the

difference.


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Managing change. Implementing conversations and consumer connect isn’t easy. Use different change

mechanisms to gradually change the organization.


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Define projects that work and have impact. Build best practices, cases and things that actually work.


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Building proof. Business cases to show that conversations work. Make sure pilot projects define clear goals.


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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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You can forget most of the things I told you today. But please, remember these 3 things.



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But first: what were your 3 main learnings? What are the main take-aways? What will you act on?




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1) Act human. Commit acts not ads. It isn’t about gimmicks or social media, it is about building upon the things you’re

actually doing. Do things, don’t just say things.


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2) Structure efforts to engage consumers. It isn’t so much about social media, it is about designing touchpoints for conversion.

Current campaign

Mailing

Twitter Recruit-

ment


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3) Implement with impact. Build best practices, cases and things that actually work.


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One more thing: don’t talk, act. Don’t wait for others. Contact Susan and Maikel to see how you can have an

impact. And please, do so within 48 hours.

Yes, this is an interactive element, so you may do something.



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I hope I was conversation-worthy.

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/ohra2011

http://twitter.com/polledemaagt

http://twitter.com/polledemaagt

mailto:[email protected]

http://polle.me/ohra2011

Date post:	20-Aug-2015
Category:	Economy & Finance
Upload:	polle-de-maagt
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"Use your unused potential. How most (insurance) companies do great stuff, but forget to reap the...

Economy & Finance