Do-it-yourself health with technology and nudges

Polle de Maagt @polledemaagt

Do-it-yourself
health.
A plea for technology and nudge
mechanisms in health.


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.

I sooooo love Blackberry ...
... but recently switched to iPhone
(it’s not you, it’s me).

Polle de Maagt. The reason to move to Gent
The love of my life. What better
Changing companies to be reason is there?!
more about acts, less about ads.


I work(ed) for companies like


Would this work?
Would this make a difference
in their tips?

For me, it all started with this bill.

Yep.
I should treat my nails better.


How can we change people’s behavior for the better?
It isn’t so much about mobile, about social media or the next website. But how can
we use technology to change people’s behavior?


I would like to talk about 4 things today.
(Don’t worry, I made them tweet-size, so you can easily remember them).


Managing expectations.

“ Create acts, not ads.
Leo Burnett.

“
The incredible force of nudge.

Creating momentum.

The growing challenge of managing expectations.
It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to
over-exceed expectations, that actually creates negative conversations.
And it sets a new normal ...


A small experiment in happiness.
“Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of
6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads.
And it did.

Something to prove
KLM wanted to prove they recognize the
person behind every passenger.

More?
I will talk you through
that later :)

Foursquare
Every time a passenger told KLM
via twitter or Foursquare that
he/she was at Schiphol airport,
we tried to surprise him/her in a
most personal way.
Results?
Over 1.000.000 impressions
on twitter alone. And a
Cannes Lions Award for PR.


A cost-efficiency experiment.
How can we prove digital works? By showing our webcare department is more efficient than our regular call
center. Actually ... a whopping 50-75%.

A 365/7/24 team in 6 languages
Ready to help clients all over the world.

A weekly report
For all managers.

50-75%
And we’re not even
counting the social
media ripple effect.


In all this clutter: rise of filters.
With more and more products that are marginally different and difficult to tell apart, comparison websites
thrive. They drive an ever growing part of product sales and set their own rules. Their selection criteria
create a totally new battlefield.

Top 3
Based on the comparison
website variables, a top 3
or top 5 products
emerges, a new evoked
set of products
consumers choose from.
Being number 4 or 6 is a
huge sales difference.

Effect?
Companies (are
tempted to) adjust
product variables to
hack the comparison
websites and turn up in
the new top 3 and top 5
lists.


Comparing hospitals.
The more complex a decision, the more consumers will need comparison websites. Often third-party sites that
have their own rules, criteria and algoritms. You’re almost forced to hack their system and see how you can
rank better ...

Biased?
Third-party and
sponsored sites ...
how biased are
they?

A clear winner
Only 8 kilometers
away and the best
performing hospital.


So, where was the chapter
on tweets and wallposts in
our brand book again?
How can you be both coherent in
customer service, invoices, tweets and
wallposts?


Need for an agile brand.
Usually, brands are defined in vision documents. Or even worse, tag clouds. But with so many new
touchpoints between brands and consumers, we need an identity that both works in a tweet and an invoice.
An identity that is coherent, media-neutral and that inspires rather than restricts.

Inspiring copy
Copy that sets the tone,
restricts, inspires and
shows company character.

Visual feel
Eyecandy support for the ... and seriously
copy and company feel. If a dog food company
can do it, you can do it.


Avoiding the crowd, a true merry Christmas.
Arrghhh ... the mobs that turn every shopping street into a Christmas-presents-war-zone. Amsterdam advertising
agency THEY turned to some technology to easy the pain. Enter the Avoid the Shopping Crowds (mobile) site which
detects crowds based on geo-tweets and Foursquare checkins ... and helps you to avoid them. A true merry Christmas.

Nifty detail
THEY is Vodafone’s
agency.

Location information
How crowded is it? Very busy?
Calm? All based on social
media geo location data.

Detailed info
Opening hours,
crowd averages.


Running other routes
Not the same round every day,
but a route worth running.

Running further
To run a decent figure, people
needed to run further than
they were used to.

Nike changed the way people run.
A club worth joining
Connected 24/7/365.

Results?
Over 40.000 connected runners,
behavior change amongst runners.
SpinAwards and Webby Award.


Nike+ as a platform.
Nike+ is a pretty simple tool that tracks your running performance. Through a receiver in your shoe that is connected
to an iPhone, iPod or Nike watch. Or by just using the Nike+ iPhone app. It tracks your speed, location and distance.
But that’s where the fun stuff starts: the mechanisms built on this infrastructure.

Nike+ Take the City
Challenging people to run
create figures on top on the
city; the Graffiti Challenge.

Goals & Challenges
Remember people

Nike+ Paint with your feet
Run-based art.
? Nike+ Tag
Play ‘tag’ with your friends.
Nike+ ?
What’s next?


How to avoid people buying fake medicine?
How can you tell real Viagra from fake? Normal consumers probably can’t. And that’s why they buy them
online. In masses. Shocking them doesn’t work; because they wouldn’t fall for it, right?
The only way is to actually trick them.


Seinfeld Approach
Don’t break the chain.

Nudge and hack yourself.


Foodzy helps you to eat healthy.
Foodzy will help its users keep track of what products they eat during the day, and reward certain healthy eating
habits with badges. This way people are able to maintain a healthy lifestyle, start losing weight or simply keep track
of their eating habits.


A piece of tape to save energy.
Can a piece of tape help to nudge people not to take the elevator but the stairs? Rationally, the stairs is the better
option. Energy-saving, a small and simple workout and -often- even faster. But still, many prefer the elevator. How can
we change this with small interventions? That was the start of a remarkable experiment by Hivos and Boondoggle.

Elevator vs Stairs
Will a piece of tape
make a difference?
Lines or footsteps?
That was the starting
point of a small
experiment.
An experiment
worth sharing
The experiment was
caught on tape to turn
it into a video proof.

Results?
The piece of tape
(either in lines or
footsteps) nudged not
less than 75% to take
the stairs.


Speed ticket lottery
How can you nudge drivers to lower their speed? Obey the speed limit through fun. The idea is that every speeding car
gets photographed and pays a fine. Every car that isn’t speeding gets photographed as well, but shares in the proceedings
of the speeding tickets.

The lottery.
Speeding drivers would be
photographed and their
fines would partially be
put in e lottery fund.
Normal drivers would
enter this lottery to
actually win a part of this
money.

Results?
More than 20% speed
reduction.


Teen driving contract.
Young drivers cause a lot of accidents. Shocking them really doesn’t work. What does? A teen driving contract
between parents and youngsters.

-21%


Gadgets to hack yourself.
Monitoring your health and sleep? Tracking progress? Tips to live healthier? Gadgets like Jawbone and Fitbit
do just that. For under 100 euro, you have a pretty neat piece of technology that helps you to live better.


How can you help?


My niece Marilien.
She is finding the 10.000
ways that don’t work.
Stumbles and falls.
And gets up again.

And this is one of them.
Feeding fluffy mini-
Bumba’s ... #fail.

Find the 10.000 ways that don’t work.


Talk boring language.
Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small
projects will force you to take baby steps every day, will help to engage more internal people, will help you
develop internal learnings and best practices and a track record of successful mini projects. All to fuel
momentum.

Define projects
Define key challenges and chop them
up into manageable projects. Projects
that test hypothesizes, show
progress, make you learn and fuel
momentum in other ways.

More on KPIs
Clear aim See next slide for more on
Define a clear aim that describes the defining the different
main purpose of the project. KPIs.

Roadmap
Sketch a progessive roadmap
with main todos and
milestones.


Define clear goals.
To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management
KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also
to be able to make a project successful on several axes.

Intrinsic KPIs
Your ‘normal’ set of KPIs that are
easy to measure. E.g. grow 50% in
number of followers.

INTRINSIC

LEARNING CHANGE
MANAGEMENT

Learning KPIs Change management KPIs
What can we learn from these How will this project help change the
projects? E.g. learn which content organization E.g. convince manager X that
works best to convert people to fans LinkedIn is as converting as twitter,
or followers. gather a spearhead group of 50 internal
enthousiasts.


You can forget most of the things I said
today. But please, remember 4 things.


48
Help me change organisations. 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.


Thanks for your time.
Download the presentation at polle.me/nudgeUMC
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)

http://polle.me/nudgeUMC

Do-it-yourself health with technology and nudges

Do-it-yourself health with technology and nudges

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