Social media success.

A tribute to Excel andmanagementporn.

I got married.The most beautiful girl in the

world turned out to be Flemish.

2006, my first bunch of articles on social media.

1982 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Moved toAmsterdam

Moved toGhent

Got marriedto Marieke

Quit school

Born in Tilburg (NL)

as Polle de Maagt

Strategic Plannerat Boondoggle

Marketing Consultantat InSites ConsultingTrendwatcher

at Trendwolves

Prime Ministerat Ministry of

World Domination

Social media consultant(yeah, don’t we all ...)

Freelance webdesigner(yeah, didn’t we all ... )

Multimedia / 3D Designat College of Multimedia

Communicationsat Fontys University

Eindhoven

Communicationsat Tilburg University

First Marathon(NYC 2005)

A brief history of the stuff I did.

Download via game.klm.com

Social media experts/consultants (agency-side);

What is your biggest frustration?

Digital professionals within an organization;

What is your biggest frustration?

*Except for all these annoying social media experts?

We think we know better. That the world is changing. And everyone

who disagrees ‘doesn’t get it’.

But honestly, we don’t get it.

LOVE IT OR HATE IT?|

DUDE, WHERE’S MY SUITCASE?!

I stumbled upon (part of) the solution a few months later.

Would this work?Would this make a difference in

their tips?

The problems.

They speak a different language.

The Dutch government decided to communicate high-salary government officials, hoping they would settle for a lower salary due to public pressure. The opposite thing happened.Officials started to compare their salary and demanded for an increase.

That’s where seduction starts eating communication for breakfast.

We are more stupidthan we think.

WE SELL DREAMS, NOT ACTIONS.

We’re in the wrong business.

Our dodo problem.We lack natural enemies.

Polle de Maagt @polledemaagt

WHAT YOU’RE REALLY DOING.

WHAT YOUR BOSS THINKS YOU’RE DOING.

WHAT THE WORLDTHINKS YOU’RE DOING.

We only fight 1 battle, whilst there are 3.

Every company is different.

Geen social media service (niemand stelt vragen over bier).Zwaartepunt van KLM: 28.000 interacties per week (!) via

Facebook en Twitter.

Zwaartepunt van social aanwezigheid Heineken; veel engaging content en merkcampagnes.

Continue laag engaging content. Campagne uitschieters.

Praktisch geen commerce, buiten wat merchandise.Goede runner-up: veel commerce initiatieven, zowel rondom

acquisitie als loyaliteit.

Service

MerkReputatie

Commerce

What are we looking for?

Ripple(or: traction/flow/flux)

The solution?The speedboat-approach.

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

Polle de Maagt @polledemaagt

7 elements to generate ripples within your organisation.

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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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Pick your battles.1

Every manager can be convinced.

DANIEL TERMONT, MAYOR OF GENT.

DANIEL’S FIRST TWEET.

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

Polle de Maagt @polledemaagt

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Act small, learn from results.2

]

My physician in Gent, Karim de Boever, uses both Twitter and Instagram. He ‘likes’ healthy food of his clients on Instagram and doesn’t react on not-so-healthy food. Nudging people to live healthier.

Social media for physicians.

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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Plan for multiple return.3

Triple return on pilot projects.Polle de Maagt @polledemaagt

INTRINSIC.

CHANGE

YOUR PILOT PROJECTS

LEARNING

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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Plan for the ripple effect.4

“You might call us naive.Or even a bit crazy.But we think we can be a better company.A company that is all about the community.”

Yeah.They even got theirown hand signal.

Introducing the Viking ad agency.The Viking-gets-Viking program.

43% of the Vikings is through other Vikings.

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

Polle de Maagt @polledemaagt

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Create momentum.5

2009 2010 2011 2012 2013

Start of our social media

efforts.

04/2010The ash cloud.

04/2013KLM Space, win a ticket to space by

involving your friends.

01/2013Must See Map, get

your friends tips on a personalized travel

map.

09/2012Social Offer, a

democratized sales promotions: consumers

help to decide on destination and price.

09/2011KLM Live Reply, a

shareable video with a live reply to a follower’s

question by KLM employees.

04/2011Tile & Inspire, tile

yourself and have your photo on a plane.

02/2012Meet & Seat, pick your

seatmate based on their Facebook/Linkedin profile.

07/201124/7 servicing via

twitter, facebook based on a 60min reply.

KLM has come a long way.From social media to social business.

11/2010KLM Surprise, an

experiment on how happiness spreads.

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

Polle de Maagt @polledemaagt

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Vectors, not plans.6

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.

Polle de Maagt @polledemaagt

Intermediate

Novice

Start

Expert

Sensibilisation Conversion Metrics &Reporting

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

Polle de Maagt @polledemaagt

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Help your manager help their manager.

7

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

Polle de Maagt @polledemaagt

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7 elements to generate ripples within your organisation.

Do something within 48 hours.

hours minutes

*Yes, Steven van Belleghem taught me that.

Tell me what you did.And tell me what you did.@polledemaagtpolle@polledemaagt.com