Why social media is the next step in direct marketing. Or, why it isn't. The essence of direct marketing and the importance of gradual engagement in it. And please allow me to show you a best practice, KLM’s experiment how happiness spreads.

1. Why social media
is the next step in
direct marketing.
And why it isn’t.
Polle de Maagt for BDMA.

2. I look 16, but I’m actually 29.
Hi. My name is Polle de Maagt and I am
an independent digital / social media
consultant based in Ghent, Belgium.
I try to change companies to be more about acts and
less about ads. Because I believe companies have a
lot of unused potential. Because I believe that the
most successful companies connect with their
consumers. And because I believe it isn’t about
remarkable talks, but about remarkable acts.

3. This is what I do.
Inspiration. Coaching. Strategy.
Get your boost of energy. Have someone to guide you. A roadmap with impact.
Sometimes you just need a boost Need a training or workshop? Implementing social media and
of inspiration, a presentation of Need someone on a regular really connecting with
workshop to give your basis to challenge you and consumers isn’t easy. You need
organization an energy boost and sharpen your ideas and tactics? a strategy with business impact,
a fresh perspective on really Or maybe you need help in comprehensive models and
connecting with consumers. developing campaign ideas? frameworks for guidance. And a
You might need someone with roadmap to gradually implement
experience to bring best practices it within your company, tailored to
and jump in when you need it the your needs.
most.

4. CREATE STUFF WORTH SHARING.
Tom de Bruyne, Polle de Maagt and Astrid Groenewegen at Boondoggle
Amsterdam.

5. Let’s talk about
three things
today.
The essence of direct marketing and the
importance of gradual engagement in it.
And please allow me to show you a best
practice, KLM’s experiment how happiness
spreads.

6. From ads to acts,
Nike changed the
way people run.
Most people run the same route every time.
Instead of telling people to run differently, Nike
constructed a smart mechanisms to stimulate
people to do so. They launched the Nike City
Graffiti Challenge that asked people to run graffiti-
style running routes through the city. A bag of fries.
A Kabouter Wesley. A skull. And in the process,
people ran further and different routes.

7. CREATE ACTS, NOT ADS.
Leo Burnett.

8. Persuasive storytelling and instant buying.
Welzijnszorg in Belgium is an organization that aims to get rid of all poverty. It isn’t easy for them to raise
funds via traditional channels. That’s why they turned to a new platform, iTunes, to actually sell the stories.
And to offer the opportunity to directly donate, by buying one of the stories.

9. Isn’t she cute? Use your unused potential.
How to make sure that families visit the Zoo instead of watching a DVD? Capitalize on the stuff you’re
already doing, your unused potential. In the case of the Antwerp Zoo, their animals and employees. It
brought them 300.000 extra visitors, a nomination for product of the year and the best thing … the number
one carnival suit of that year.

10. Blurb’s nifty use of the
Net Promoter Score.
Online publishing platform Blurb goes the
distance in stimulating people to talk about
them. They measure how likely it is that you will
recommend the product to friends.
Even more, they use this information to tailor
offerings.

11. MARKETING IS WAY TO IMPORTANT TO LEAVE TO THE
MARKETING DEPARTMENT.
Steven van Belleghem.

12. Let’s talk about
three things
today.
The essence of direct marketing and the
importance of gradual engagement in it.
And please allow me to show you a best
practice, KLM’s experiment how happiness
spreads.

13. Facebook forces
gradual engagement.
A lot of campaigns are designed to collect
Facebook likes. To be able to tap into the
consumer news feed, however, a consumer had
to have a recent interaction with a brand.

14. Skittles’ smart and engaging triggers.
Using great copy and teasing visuals Skittles engages thousands of consumers every single time they post a
wallpost on Facebook. It creates a continuous stream of small but extremely pleasant interactions. One of
their last posts had over 3000 interactions in less than 7 minutes.

15. Twitter forces gradual engagement.
The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a
24-hour content strategy.

16. Turkcell created a continuous interaction.
To promote it’s mobile offering, Turkcell created a live twitter-based game. Based on twitter interactions, post-
its would be removed, changed or added.

17. THE ONLY WAY TO TRULY BUILD A RELATIONSHIP IS
THROUGH GRADUAL ENGAGEMENT.
Polle de Maagt.

18. The concept of gradual engagement.
Consumers have both monetary and conversation value. Instead of bombarding them with messages, only
targeting them in campaign season or approaching them as cash cows, engage them.

19. Campaigns vs programs in engagement.
Campaigns have high reach and big impact, but are limited in time.
Programs are continuous efforts to gradually engage consumers.

20. Maybe the best direct marketing campaign.
Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate by asking
them to leave a review on Tripadvisor. It helped them to become the #1 bed & breakfast in Italy and #8 bed
& breakfast in Europe.

21. Let’s talk about
three things
today.
The essence of direct marketing and the
importance of gradual engagement in it.
And please allow me to show you a best
practice, KLM’s experiment how
happiness spreads.

22. KLM proves it
recognizes the person
behind every customer.
Over 32.000 KLM employees set out every day to
enable a smooth transit of millions of passengers to
over 160 destinations. They are committed to
recognize the person behind every customer and
provide them with a journey of inspiration.
Last year, KLM wanted to take this approach to
social media. A simple briefing to their agency
Boondoggle: “Do something with Foursquare”.
So this is what we did.

23. An experiment how happiness spreads.
How will little stories of personalized surprises travel the world? We set out to find out with KLM Surprise.

25. 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.

26. So, what are the
limitations of
social CRM?
On August 25th 2011, Karin sent a tweet
about their friends going on honeymoon
to Bali. KLM decided to surprise these
happy newly weds on board of their
flight. The bridal couple was brought a
glas of champagne in special ‘wedding
glases’ with sweet hearts.
The question for you guys: extremely
cool or intrusive?

27. Creating momentum in the organization.
Key in integrating social media is to build a ripple effect of small successful projects. It gives people in
the organization time to adapt and learn. It give you time to build business cases and build support.
First, have a look at the low-hanging fruits in your organization. Define small, manageable pilot projects with
a very high chance of success. Define goals with intrinsic, learning and change management KPIs.

28. We talked about
three things
today.
The essence of direct marketing and the
importance of gradual engagement in it.
And a best practice, KLM’s experiment how
happiness spreads.

29. Let’s keep in touch.
Hi. My name is Polle de Maagt and I am
an independent digital / social media
consultant based in Ghent, Belgium.
Download the presentation at
Polle.me/BDMA2011
www.polledemaagt.com
@polledemaagt
polle@polledemaagt.com