"Why this digital age needs a new kind of communication specialist." for Fontys Hogescholen

Why this digital age
needs a new kind of
communication
specialist.
How to build a remarkable brand in a digital no-
nonsense world.

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

Or: If you #fail school
you can always work in
advertising.


Or: Why I won’t hire any
of your students (at this
moment).


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 try to 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.


So: make up our mind.
We can’t


We can’t
We write horrible award submissions.


We can’t
We pay enough bribe-money.


We can’t
We rock in every possible medium.


We can’t
It isn’t about the medium, stupid.


We can’t
Brands aren’t built in communication.


We can’t
Brands aren’t built in communication.
We create stuff worth sharing.

It is all about stuff
worth sharing and
loving.


The internet is a conversation
network.


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.


Create stuff worth sharing.
The digital world changed the way people find
and buy products. The internet is a conversation
network, where empowered consumers talk.
They talk more passionate, more genuine and
with more impact than any brand can.
The best thing brands and organisations can
do is fuel these conversations and feed
consumers with stuff worth sharing and
talking about.

Consumers are out-
advertising advertisers and
agencies.


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

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

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

Let’s be honest.


Why local great?
We won a Golden Spin Award by
making every Belgian feel a bit
pregnant (and 300.000 extra visitors
for the Antwerp Zoo)
This still works.
Money talks.
Cool ads work.


What is stuff worth sharing.
Brands and products are a promise. Brands can
either fail to live up to that promise, just live
up to that promise or exceed expectations.
Exceeding expectations, by being faster, smarter,
better or more human than people expect really
fuels conversations and creates stuff worth
sharing.


Case:
Nike Sneijder Challenge


We engaged
17.903
Out of a target audience of approx 40.000.
They logged in up to
30 times a day
With an everage of

3m34s playing time.
We had 95.000 unique visitors
(conversion 19% ).
And more than 4.5 million pageviews.


+ + + +
+ +
+ + +
+
+ + +
+
+ +
+ + + +
+ +
+ + +
+
Every youngster invited more than 8 friends.

+ + + +
+ +
+ + +
+
+ + +
+
+ +
+ + + +
+ +
+ + +
+
And they produced more than 300k messages.

Example Hyves profile
participator

Teaser

Gadget

Social
relevance


This is sick!
Great campaign from Nike! Personally I think the shoes
from Nike are also fabulous to play football!

Quotes Iloveit!”
“Nike Football
“Bring on the shoes”
“Great game”

“Pffff, only boys. Girls also like football!”
“Those shoes are too cool, but I rather train with Wesley”

“If you stop with the game for a moment, do your points
disappear when you go to sleep?
I’m first now, but don’t want to be in the bottom tomorrow”

A brand is a promise and can
either break that promise,
live up to that promise or
exceed expectations.


A promise isn’t just
communication, it is more
about products, customer
service and acts of kindness.


It is all about
remarkable acts.
Communication
spotlight.


Case:
Heineken Opera


Case:
Volkswagen Fun Theory


A new kind of
communication
specialist ...


… that has a business reflex.
Always.
Communication/marketing should always be the
answer to a business problem.
This is the only way to make the field of
communication relevant again.


… that can define a clear
purpose for a brand.
How is this brand or organization really adding
value to people’s lives?


… that can make an
organisation commit to that
purpose.
Can you break through communication and
marketing departments and really make a
difference?


… that thinks in acting, not
talking.
Act remarkable, don’t talk remarkable.


… that produces smart ideas
and engaging concepts.
Fuck creativity. We need smart ideas that drive
business.
Consumers are out-advertising advertisers and
agencies. Start creating stuff that engages
consumers.
Communication is becoming more and more
about having a PR-way of thinking.

… that thinks transmedial,
not crossmedial.
It isn’t about telling the same story over and over
in every channel. It is about having a clear
purpose and managing coherence
throughout channels.


… that creates stuff worth
sharing.
How will your idea translate to online
conversations? How is it shareable?


… that blurs the lines
between disciplines.
It isn’t about the strategy department. The
creative department. The development or design
department. It is about stuff worth sharing.


… that recognizes geekness
and technical possibilities.
Technology is such a strong enabler that it should
be as important as strategy and creativity.


You can forget most of the silly things I said.
But, please.
Remember these 5
things.


Brands are made by acts, not
talks.


Create stuff worth sharing.


Seriously: Create stuff worth
sharing.


I hope my story was
worth sharing.


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

Photo: Filip Bunkens

"Why this digital age needs a new kind of communication specialist." for Fontys Hogescholen

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (18)

Mehr von Polle de Maagt

Mehr von Polle de Maagt (14)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

"Why this digital age needs a new kind of communication specialist." for Fontys Hogescholen