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 / polle@polledemaagt.com / polledemaagt.com

Download the presentation at http://polle.me/TSC12polle

(and please, give me a nice speaker rating)

Polle de Maagt @polledemaagt