"No, there is no Return On Investment on social media, stupid." for Aureus

No, there is no Return On Investment on social media, stupid. And some other obvious answers to stupid questions.

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu

http://www.boondoggle.eu


Pleased to meet you.My name is Polle de Maagt.

I work as a Strategist and Creative Technologist at a small but remarkable agency called in Leuven and Amsterdam. I build business by acting remarkable for (a.o.) Nike, Rabobank, KLM/AirFrance, Kinepolis, InHolland, Electrabel and the Dutch government.



Here he is, our lean mean leads-conversion machine,Kai Mook.

2010 was a pretty good year for us.(But not because of these ugly awards).



For the second year in a row, we totally fucked the award categories.We won 5 awards in 3 different categories with the same case at the Cannes Lions (Gold for PR in both years).



In 2009 we empoweredyouth and brokeevery banner conventionin the process.



In 2010 we used a littleelephant as theultimate leanmean conversionmachine.




O.And we wereagency of theyear.


And most social savvy agency.Together with our friends at Rhinofly.



Social media was included in these cases.



Oh yes. There were conversations.People shared stuff on Facebook. On Twitter. On Netlogand Hyves. We had fanpages and were lucky enough to hit some viral spots. We even hired conversation managers to fuel and monitor conversations. We had fun implementing geeky technology hacks. But it wasn’t about social media.



We didn’t start from a social media perspective.

We set out to solve a business problem.



Thinking business is notAsking your agency to create a viral.Creating a branded page on Facebook.Doing a social media campaign.Doing ‘something’ on twitter.Annoying people with social media press releases. Doing some cool technology shit *just because you can*



Thinking business isDecreasing operational cost.Process optimization/innovation.Upping customer retention rate.Upping your customer satisfaction.Owning the Net Promoter Score (NPS).

And, eventually:Influencing the consumer decision journey.



Let’s think business.



Old: The Sales Funnel.Seriously, dudes. Go kid yourselves.



The Consumer Decision Journey (1)By the geniuses at McKinsey.



The Consumer Decision Journey (2)By the geniuses at McKinsey.



What you do (and what people remember).Think retention rates, customer satisfaction.



How people talk about what you do.Think NPS. And yes, social media is a part of this.



How you talk about what you do.Think reach and spotlighting your efforts.



Brands build business by acting remarkable and making it worth sharing.Traditional marketing is an awesome way to build reach and put a spotlight on these efforts.



“If your product sucks, it just sucks harder online”

Scott Stratten



So, let’s fast-forward the digital mumbojumbo.More people on the interwebs bladiblah, people in control blah, Google searches, fahfahfah, social media growth, people trust peers more than brands, if you don’t have an iPhone you will die, yadiyah. Social media starts with just trying blahblahblah.



1) The internet is a conversation network.



2) Customers out-conversatebrands and agencies time after time.



3) Brands should create stuff that is conversation-worthy: stuff worth sharing.



4) Stuff worth sharing isn’t so much about remarkable communication, let alone advertsing. It is about acting remarkable.


Kinepolis: Claim fanpages.Leverage the power of existing fan communities.© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu



Act remarkable: Albert Heijn Appie.Walking the talk: actually making life easier and better.


Volkswagen Fun Theory.Put a spotlight on the proof your vision works.© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The NetherlandsT +31 (0)20 716 3717 - www.boondoggle.eu



That isn’t as easy as it seems.



It is beyond communications.It is beyond social media.



When thinking business isDecreasing operational cost.Process optimization/innovation.Upping customer retention rate.Upping your customer satisfaction.Owning the Net Promoter Score (NPS).

And, eventually:Influencing the customer decision journey.



You need:A strong business focus.A smart idea instead of a creative idea. An engaging story instead of a campaign.An extremely strong belief in stuff worth sharing.Powerful technology to drive sharing.Other ways to cooperate between brands, agencies, PR and other firms.Metrics and analytics.


You can forget most of the silly things I said.

But, please: remember these 3 things.




Fuck social media, start from business.



Brands aren’t built by communication, but by what they actually do.



The internet is a conversation network. So create stuff worth sharing.


I hope my story was worth sharing.Now, go create stuff worth sharing.



POLLE DE MAAGT StrategistBoondoggle Amsterdam / [email protected]@polledemaagtlinkedin.com/in/pollewww.polledemaagt.com

Photo: Filip Bunkens

"No, there is no Return On Investment on social media, stupid." for Aureus

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Transcript of "No, there is no Return On Investment on social media, stupid." for Aureus