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Why social mediais the next step indirect marketing.And why it isn’t.Polle de Maagt for BDMA.
I look 16, but I’m actually 29.Hi. My name is Polle de Maagt and I aman independent digital / social mediaconsultant based...
This is what I do.Inspiration.                        Coaching.                            Strategy.Get your boost of ener...
CREATE STUFF WORTH SHARING.Tom de Bruyne, Polle de Maagt and Astrid Groenewegen at Boondoggle                           Am...
Let’s talk aboutthree thingstoday.The essence of direct marketing and theimportance of gradual engagement in it.And please...
From ads to acts,Nike changed theway people run.Most people run the same route every time.Instead of telling people to run...
CREATE ACTS, NOT ADS.      Leo Burnett.
Persuasive storytelling and instant buying.Welzijnszorg in Belgium is an organization that aims to get rid of all poverty....
Isn’t she cute? Use your unused potential.How to make sure that families visit the Zoo instead of watching a DVD? Capitali...
Blurb’s nifty use of theNet Promoter Score.Online publishing platform Blurb goes thedistance in stimulating people to talk...
MARKETING IS WAY TO IMPORTANT TO LEAVE TO THE           MARKETING DEPARTMENT.               Steven van Belleghem.
Let’s talk aboutthree thingstoday.The essence of direct marketing and theimportance of gradual engagement in it.And please...
Facebook forcesgradual engagement.A lot of campaigns are designed to collectFacebook likes. To be able to tap into thecons...
Skittles’ smart and engaging triggers.Using great copy and teasing visuals Skittles engages thousands of consumers every s...
Twitter forces gradual engagement.The average tweet lives 90 minutes. Especially with international-oriented accounts, you...
Turkcell created a continuous interaction.To promote it’s mobile offering, Turkcell created a live twitter-based game. Bas...
THE ONLY WAY TO TRULY BUILD A RELATIONSHIP IS      THROUGH GRADUAL ENGAGEMENT.                 Polle de Maagt.
The concept of gradual engagement.Consumers have both monetary and conversation value. Instead of bombarding them with mes...
Campaigns vs programs in engagement.Campaigns have high reach and big impact, but are limited in time.Programs are continu...
Maybe the best direct marketing campaign.Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer...
Let’s talk aboutthree thingstoday.The essence of direct marketing and theimportance of gradual engagement in it.And please...
KLM proves itrecognizes the personbehind every customer.Over 32.000 KLM employees set out every day toenable a smooth tran...
An experiment how happiness spreads.How will little stories of personalized surprises travel the world? We set out to find...
Managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, becareful not to ...
So, what are thelimitations ofsocial CRM?On August 25th 2011, Karin sent a tweetabout their friends going on honeymoonto B...
Creating momentum in the organization.Key in integrating social media is to build a ripple effect of small successful proj...
We talked aboutthree thingstoday.The essence of direct marketing and theimportance of gradual engagement in it.And a best ...
Let’s keep in touch.Hi. My name is Polle de Maagt and I aman independent digital / social mediaconsultant based in Ghent, ...
"Why social media is the next step in direct marketing. and why it isn't." for BDMA
"Why social media is the next step in direct marketing. and why it isn't." for BDMA
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"Why social media is the next step in direct marketing. and why it isn't." for BDMA

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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.

Veröffentlicht in: Business, Technologie

"Why social media is the next step in direct marketing. and why it isn't." for BDMA

  1. 1. Why social mediais the next step indirect marketing.And why it isn’t.Polle de Maagt for BDMA.
  2. 2. I look 16, but I’m actually 29.Hi. My name is Polle de Maagt and I aman independent digital / social mediaconsultant based in Ghent, Belgium.I try to change companies to be more about acts andless about ads. Because I believe companies have alot of unused potential. Because I believe that themost successful companies connect with theirconsumers. And because I believe it isn’t aboutremarkable talks, but about remarkable acts.
  3. 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 andof inspiration, a presentation of Need someone on a regular really connecting withworkshop to give your basis to challenge you and consumers isn’t easy. You needorganization 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 andconnecting 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. 4. CREATE STUFF WORTH SHARING.Tom de Bruyne, Polle de Maagt and Astrid Groenewegen at Boondoggle Amsterdam.
  5. 5. Let’s talk aboutthree thingstoday.The essence of direct marketing and theimportance of gradual engagement in it.And please allow me to show you a bestpractice, KLM’s experiment how happinessspreads.
  6. 6. From ads to acts,Nike changed theway people run.Most people run the same route every time.Instead of telling people to run differently, Nikeconstructed a smart mechanisms to stimulatepeople to do so. They launched the Nike CityGraffiti 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. 7. CREATE ACTS, NOT ADS. Leo Burnett.
  8. 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 raisefunds 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. 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’realready doing, your unused potential. In the case of the Antwerp Zoo, their animals and employees. Itbrought them 300.000 extra visitors, a nomination for product of the year and the best thing … the numberone carnival suit of that year.
  10. 10. Blurb’s nifty use of theNet Promoter Score.Online publishing platform Blurb goes thedistance in stimulating people to talk aboutthem. They measure how likely it is that you willrecommend the product to friends.Even more, they use this information to tailorofferings.
  11. 11. MARKETING IS WAY TO IMPORTANT TO LEAVE TO THE MARKETING DEPARTMENT. Steven van Belleghem.
  12. 12. Let’s talk aboutthree thingstoday.The essence of direct marketing and theimportance of gradual engagement in it.And please allow me to show you a bestpractice, KLM’s experiment how happinessspreads.
  13. 13. Facebook forcesgradual engagement.A lot of campaigns are designed to collectFacebook likes. To be able to tap into theconsumer news feed, however, a consumer hadto have a recent interaction with a brand.
  14. 14. Skittles’ smart and engaging triggers.Using great copy and teasing visuals Skittles engages thousands of consumers every single time they post awallpost on Facebook. It creates a continuous stream of small but extremely pleasant interactions. One oftheir last posts had over 3000 interactions in less than 7 minutes.
  15. 15. Twitter forces gradual engagement.The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a24-hour content strategy.
  16. 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. 17. THE ONLY WAY TO TRULY BUILD A RELATIONSHIP IS THROUGH GRADUAL ENGAGEMENT. Polle de Maagt.
  18. 18. The concept of gradual engagement.Consumers have both monetary and conversation value. Instead of bombarding them with messages, onlytargeting them in campaign season or approaching them as cash cows, engage them.
  19. 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. 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 askingthem to leave a review on Tripadvisor. It helped them to become the #1 bed & breakfast in Italy and #8 bed& breakfast in Europe.
  21. 21. Let’s talk aboutthree thingstoday.The essence of direct marketing and theimportance of gradual engagement in it.And please allow me to show you a bestpractice, KLM’s experiment howhappiness spreads.
  22. 22. KLM proves itrecognizes the personbehind every customer.Over 32.000 KLM employees set out every day toenable a smooth transit of millions of passengers toover 160 destinations. They are committed torecognize the person behind every customer andprovide them with a journey of inspiration.Last year, KLM wanted to take this approach tosocial media. A simple briefing to their agencyBoondoggle: “Do something with Foursquare”.So this is what we did.
  23. 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.
  24. 24. Managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, becareful not to over-exceed expectations, that actually creates negative conversations.
  25. 25. So, what are thelimitations ofsocial CRM?On August 25th 2011, Karin sent a tweetabout their friends going on honeymoonto Bali. KLM decided to surprise thesehappy newly weds on board of theirflight. The bridal couple was brought aglas of champagne in special ‘weddingglases’ with sweet hearts.The question for you guys: extremelycool or intrusive?
  26. 26. Creating momentum in the organization.Key in integrating social media is to build a ripple effect of small successful projects. It gives people inthe 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 witha very high chance of success. Define goals with intrinsic, learning and change management KPIs.
  27. 27. We talked aboutthree thingstoday.The essence of direct marketing and theimportance of gradual engagement in it.And a best practice, KLM’s experiment howhappiness spreads.
  28. 28. Let’s keep in touch.Hi. My name is Polle de Maagt and I aman independent digital / social mediaconsultant based in Ghent, Belgium.Download the presentation atPolle.me/BDMA2011www.polledemaagt.com@polledemaagtpolle@polledemaagt.com

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