The Speedboat Approach to social: smart acts to make a measurable impact.

The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.

Polle de Maagt @polledemaagt

A 7-step approach generating ripples within your organisation.

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Social media fails to meet expectations.Most organisation adopt an oiltanker-approach when it comes to social media: big strategies, big projects, big promises, big investments. But doomed to hit a big iceberg. Rather than failing big,

create small wins to create momentum within the organisation.


Like the speedboat approach? Help me to make it better via @polledemaagt or [email protected]

Vectors and ripples.Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.

Try to define strategic vectors and small pilots (speedboats) within these vectors.


Intermediate

Novice

Start

Expert

Sensibilisation Conversion Metrics &Reporting

Example: KLM onboard service evolution.

2010Social campaigns

From social media to a social business.

2010-2011Social service

2011-2012Social Products

Social seating, booking and sales

2012-2013A true social business

Can you guess what’s next?

Make a senior manager horny.Get a supporter, the highest ranked person you can get. Some get motivated

by bling, others by Excel sheets or innovation. Find that button.


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Daniel Termont, Gent’s mayor (of the real world that is, not Foursquare).

We found his button (mainstream media).And for many within the city’s organisation,

that was their button.

Actually his first tweet.

Small working groups without legacy.Make sure your team isn’t tied with their hands on their back. Be legacy-free.


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Rabobank’s Robert Lommers started out in local Utrecht Rabobank entity (in 2007).

Testing, twittering, replying, finding likeminded people within the company. Over the last 5 years, it

evolved into a 16-person social hub.

*Rabobank is not a client.Photo by Upstream/Marco Derksen.

Launch new concepts below the company radar.You don’t want budget issues. Legal issues. Corporate communications issues. So, do first, ask later.


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Owner Eduardo asks every client to leave a testimonial.

At tripadvisor.com, the main source for tourists to find a hotel or B&B.

The result?Il Giglio d’Oro was the no 1 B&B in

Italy and no 7 in Europe.

Act small and learn from the results.Most projects are just so big that they’re bound to fail.


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Would this work?Would this make a difference

in their tips?


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Act with scrum, agile, beta mentality.No-one knows what’s next in social. So you better be flexible enough to go with the flow.

More buy-in from your proof points.So, how do you convince a B2B consulting company that social media actually works?Not by twittering. Let alone starting a Pinterest channel.But by showing it generates leads. High quality leads. And using that to build leverage for other channels.


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Propel waves of success.Everyone wants to be part of a winning team. Be that winning team.

14.8% 13,939 more mentions

than December 2011*

108,084 total mentions

January sentiment:

positive negative neutral

47% 48% 5%

*Includes*Twi.er,*Facebook,*ar6cles,*blogs,*forums*&*other*social*media*networks*

The speedboat-approach.A 7-step approach generating ripples within your organisation.


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7 Propel waves of success.

6 More buy-in from your proof points.

1 Make a senior manager horny.

2 Small working groups without legacy.

3 Launch new concepts below the company radar.

4 Act small and learn from the results.

5 Act with scrum, agile, beta mentality.



The Speedboat Approach to social: smart acts to make a measurable impact.

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