So you're convinced you should do something with social media. But now what? How to know what works, how to convince your manager and how to create some buy-in to do the projects you believe in? In short: 1) Make a senior manager horny. (Example: Daniel Termont, Gent’s mayor) 2) Small working groups without legacy. (Example: Rabobank) 3) Launch new concepts below the company radar. (Example: KLM Surprise) 4) Act small and learn from the results. (Example: Il Giglio d’Oro) 5) Act with scrum, agile, beta mentality. (Example: The Larrik, London) 6) More buy-in from your proof points. (Example: Accenture) 7) Propel waves of success. (Examples: Delta, Accenture, KLM)

1. Polle de Maagt @polledemaagt
beta
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
A 7-step approach generating
ripples within your organisation.
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4
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2. Polle de Maagt @polledemaagt
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 polle@polledemaagt.com

3. Polle de Maagt @polledemaagt
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.
Expert
Conversion Metrics & Intermediate
Sensibilisation
Reporting
Novice
Start

4. Example: KLM onboard service evolution.
From social media to a social business.
2010 2010-2011 2011-2012 2012-2013
Social campaigns Social service Social Products A true social business
Social seating, booking and sales
Can you guess what’s next?

5. Polle de Maagt @polledemaagt
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.
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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6. Polle de Maagt @polledemaagt
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.
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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Photo by Upstream/Marco Derksen. *Rabobank is not a client.

7. Polle de Maagt @polledemaagt
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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8. Polle de Maagt @polledemaagt
Act small and learn from the results.
Most projects are just so big that they’re bound to fail.
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.
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9. Polle de Maagt @polledemaagt
Would this work?
Would this make a difference
in their tips?
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.
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10. Polle de Maagt @polledemaagt
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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11. Polle de Maagt @polledemaagt
108,084
total mentions
14.8%
January sentiment:
13,939 more mentions
than December 2011*
positive negative neutral
47% 48% 5%
*Includes*Twi.er,*Facebook,*ar6cles,*blogs,*forums*&*other*social*media*networks*
Propel waves of success.
Everyone wants to be part of a winning team. Be that winning team.
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12. Polle de Maagt @polledemaagt
The speedboat-approach.
A 7-step approach generating ripples within your organisation.
7 Propel waves of success.
6 More buy-in from your proof points.
5 Act with scrum, agile, beta mentality.
4 Act small and learn from the results.
3 Launch new concepts below the company radar.
2 Small working groups without legacy.
1 Make a senior manager horny.
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