"No, there is no Return On Investment on social media, stupid." for Aureus

No, there is no Return
On Investment on social
media, stupid.
And some other obvious answers to stupid
questions.

© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu

Pleased to meet you.
My name is Polle de Maagt.
I work as a Strategist and Creative
Technologist at a small but remarkable
agency called in Leuven and
Amsterdam. I build business by acting
remarkable for (a.o.) Nike, Rabobank,
KLM/AirFrance, Kinepolis, InHolland,
Electrabel and the Dutch government.

Here he is,
our lean mean
leads-conversion
machine,
Kai Mook.

2010 was a pretty good year for us.
(But not because of these ugly awards).

For the second year in a
row, we totally fucked the
award categories.
We won 5 awards in 3 different
categories with the same case at the
Cannes Lions (Gold for PR in both
years).


In 2009 we empowered
youth and broke
every banner convention
in the process.


In 2010 we used a little
elephant as the
ultimate lean
mean conversion
machine.


O.
And we were
agency of the
year.

And most social savvy agency.
Together with our friends at Rhinofly.

Social media was included in
these cases.


Oh yes. There were
conversations.
People shared stuff on Facebook. On Twitter. On Netlog
and Hyves. We had fanpages and were lucky enough to hit
some viral spots. We even hired conversation managers to
fuel and monitor conversations. We had fun implementing
geeky technology hacks. But it wasn’t about social media.


We didn’t start from a social media perspective.
We set out to solve a
business problem.


Thinking business is not
Asking your agency to create a viral.
Creating a branded page on Facebook.
Doing a social media campaign.
Doing ‘something’ on twitter.
Annoying people with social media press
releases.
Doing some cool technology shit *just
because you can*


Thinking business is
Decreasing operational cost.
Process optimization/innovation.
Upping customer retention rate.
Upping your customer satisfaction.
Owning the Net Promoter Score (NPS).
And, eventually:
Influencing the consumer decision journey.


Let’s think business.


Old: The Sales Funnel.
Seriously, dudes. Go kid yourselves.

The Consumer Decision Journey (1)
By the geniuses at McKinsey.

The Consumer Decision Journey (2)
By the geniuses at McKinsey.

What you do (and what people remember).
Think retention rates, customer satisfaction.

How people talk about what you do.
Think NPS. And yes, social media is a part of this.

How you talk about what you do.
Think reach and spotlighting your efforts.

Brands build business by
acting remarkable and
making it worth sharing.
Traditional marketing is an awesome way to build reach
and put a spotlight on these efforts.


“If your product sucks, it just
sucks harder online”
Scott Stratten


So, let’s fast-forward the
digital mumbojumbo.
More people on the interwebs bladiblah, people in control
blah, Google searches, fahfahfah, social media growth,
people trust peers more than brands, if you don’t have an
iPhone you will die, yadiyah. Social media starts with just
trying blahblahblah.


1) The internet is a
conversation network.


2) Customers out-conversate
brands and agencies time
after time.


3) Brands should create stuff
that is conversation-worthy:
stuff worth sharing.


4) Stuff worth sharing isn’t so
much about remarkable
communication, let alone
advertsing. It is about acting
remarkable.


Kinepolis: Claim fanpages.
Leverage the power of existing fan communities.

Act remarkable: Albert Heijn Appie.
Walking the talk: actually making life easier and better.

Volkswagen Fun Theory.
Put a spotlight on the proof your vision works.

That isn’t as easy as it seems.


It is beyond communications.
It is beyond social media.


When thinking business is
Decreasing operational cost.
Process optimization/innovation.
Upping customer retention rate.
Upping your customer satisfaction.
Owning the Net Promoter Score (NPS).
And, eventually:
Influencing the customer decision journey.


You need:
A strong business focus.
A smart idea instead of a creative idea.
An engaging story instead of a campaign.
An extremely strong belief in stuff worth
sharing.
Powerful technology to drive sharing.
Other ways to cooperate between brands,
agencies, PR and other firms.
Metrics and analytics.


You can forget most of the silly things I said.
But, please: remember
these 3 things.


Fuck social media, start from
business.


Brands aren’t built by
communication, but by what
they actually do.


The internet is a conversation
network. So create stuff
worth sharing.


I hope my story was worth sharing.
Now, go create stuff
worth sharing.


POLLE DE MAAGT Strategist
Boondoggle Amsterdam / Leuven
polle.demaagt@boondoggle.eu
@polledemaagt
linkedin.com/in/polle
www.polledemaagt.com

Photo: Filip Bunkens

"No, there is no Return On Investment on social media, stupid." for Aureus

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"No, there is no Return On Investment on social media, stupid." for Aureus