"From social gimmicks to social business. Storytelling in the social age." for PromaxBDA

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.


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.


We are storytellers.


Well ... you guys are. I’m just a geek with a babyface.


Like the old proverb says ...

Tell me and I’ll forget;Show me and I may remember;Involve me and I’ll understand.

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


KLM Surprise

Dude, where’s my suitcase?!


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.


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.


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.


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








Grand prize

Celebrities


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








Grand prize

Celebrities


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

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



Storytelling in the social age.








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.



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



Storytelling in the social age.









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


Create momentum.Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.


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.


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.


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.


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)


mailto:[email protected]

mailto:[email protected]

http://polle.me/TSC12polle






"From social gimmicks to social business. Storytelling in the social age." for PromaxBDA

Technology

Transcript of "From social gimmicks to social business. Storytelling in the social age." for PromaxBDA