Why we keep failing in really implementing social media for #TSC12
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Transcript of Why we keep failing in really implementing social media for #TSC12
Why we keep failing in really implementing social media.
A plea for boring stuff by @polledemaagt
Polle de Maagt @polledemaagt
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.
Polle de Maagt @polledemaagt
I worked for companies like
Currently, I do long term digital (and social) strategy for
Global NL/GlobalNL
Retailer
Global
Consultant
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
The first articles on social media emerged in 2003*.Honestly, what changed since then?
Polle de Maagt @polledemaagt
* I published my first article in spring 2006 on Marketingfacts.nl called “Hyves for marketeers”.
Social media discussion is dominated by recycling.
Polle de Maagt @polledemaagt
A lack of great cases.
What is your favorite social media case? Really? Was it converting? What part of
the success is because of a sick media budget?
Discussion is dominated by social media watchers.
Most presentations are about the cases other people did. And that is good, but we
need more real cases and less meta discussions. Don’t worry, I either
experienced or was involved in 100% of the cases in this presentation.
*You will love Steven’s book by the way. And get his new one, The Conversation Company.
The true experts stay hidden.
Mostly client-side, a limited amount of followers and no time or eagerness to be
on stage every week. A tribute to Gert Wim ter Haar, Koen
Spiers, Thije Nobbe, Rogier Reker, Mirjam Esveld, Marielle Snel and the others that
do all the work behind the screens.
Social media merely scratches the surface.
Core processes
Actually making money
Staff/marketing
Geeks/nerds/evangelistsThe social media team
Webcare
LikeCampaign
QRcodes
Start atwitter
account
Polle de Maagt @polledemaagt
The problem.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
It isn’t them, it’s us.
Polle de Maagt @polledemaagt
Create momentum.
Make them shine.
Create small wins. Celebrate small wins. Facilitate your bosses in celebrating their
wins.
Make them fail.
Test. Beta. Pilot. Fail. Stumble. Fall. Get up. Measure. Learn. Tweak. Fail again.
Become agile.
Decide on key vectors and do targeted experiments around those vectors.
Polle de Maagt @polledemaagt
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.
Polle de Maagt @polledemaagt
Talk excel, not bullshitbingo.We really blew it with texts like “there is no return on social media” and “let’s do a retweet and win campaign”.
Polle de Maagt @polledemaagt
Define projectsDefine key challenges and chop them up into manageable projects. Projects
that test hypothesizes, show progress, make you learn and fuel
momentum in other ways.
RoadmapSketch a progessive roadmap
with main todos and milestones.
Clear aimDefine a clear aim that describes the
main purpose of the project.
+70% cost efficient
Add real value.
Polle de Maagt @polledemaagt
Shouldn’t we use social media to fix the top-10 customer
annoyances?
Prove return in conversion, knowledge and change.
Polle de Maagt @polledemaagt
CHANGE MANAGEMENT
INTRINSIC
LEARNING
Intrinsic KPIsYour ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in
number of followers.
Change management KPIsHow will this project help change the
organization E.g. convince manager X that LinkedIn is as converting as twitter,
gather a spearhead group of 50 internal enthousiasts.
Learning KPIsWhat can we learn from these
projects? E.g. learn which content works best to convert people to fans
or followers.
You can’t pull it of on your own. Integrate.
Polle de Maagt @polledemaagt
Business & Logistics.
Usually the internal oil tanker. Convince them in their own language. But from the moment they’re moving, they are moving.
Reputation & Care.
Monitoring what’s happening and solving consumer problems. Arguably the most
important part of integrating social.
Marketing & Commerce.
The digital age requires a different kind of brands and branding. Commerce usually
has very healthy reflexed when it comes to conversion and actually making money out
of social media.
Polle de Maagt @polledemaagt
You can forget most of the things I said today. But please, remember 6 things.
Create momentum.
Build the case you need to make. Talk excel, not bullshitbingo.
Add real value.
Prove return in conversion, knowledge
and change.
You can’t pull it of on your own.
Polle de Maagt @polledemaagt
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.
Polle de Maagt @polledemaagt
Let me know how you change your company.
@polledemaagt / [email protected] / polledemaagt.com
Download the presentation at http://polle.me/TSC12polle
(and please, give me a nice speaker rating)
Polle de Maagt @polledemaagt