Do stuff worth sharing.

Transcription

1 Do stuff worth sharing. Small steps to success in this digital for #KJ12

2 Yep. I know I look like 18. But I m actually 29. Most old people tell me I will be happy with them when I m 50. I doubt that. Polle de Maagt. Changing companies to be more about acts, less about ads. The reason to move to Gent The love of my life. What better reason is there?!

3 I try to change companies to be less about ads and more about acts. Now Previously

4 Sorry, I only have 20 minutes.

5 A change in buying behavior* Stumble, search & buy. Bash & praise. Virtual money. Micropay & subscriptions. *Kudos to my long-time friend Tom de Bruyne (SUE Amsterdam) for pointing me that out.

6 The challenge of managing expectations. Over-the-top-delivery Feeds negative conversations Over-delivery Feeds positive conversations Expectations level Set by pricing, brand, communications, previous experience, hearsay Delivery No reason for conversations Under-delivery Feeds negative conversations

7 Towards frictionless sharing (and a bias).

8 A quick word on campaigns versus programs.

9 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 has to have a recent interaction with a brand.

10 Campaigns versus programs in engagement. Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers. Fill the funnel Drifting Consumers mersaren ten engaging in any way. E.g. consumer is just browsing around online, doesn t visit our stores. Stumbling Consumer stumbled upon online brand content or comes into contact with us offline. E.g. consumers s reads an article shared by a friend. Adwords to convert Bannering for likes Activate to share Following Consumer commits to the brand by liking, subscribing, following or fan - ing the brand or leaving contact details. E.g. consumer becomes a facebook fan. Endorsing Consumer tells others. Consumer likes a piece of content, collects it, curates it, retweets it, shares it and/or evaluates a brand. E.g. consumer ranks a hotel on Tripadvisor. isor. Spotlight on ambassadors Select for community Contributing Consumer collaborates with a brand on adhoc or long term basis. E.g. consumer joins Telenet cocreation community.

11 Constructing a shareable campaign. Grand prize Celebrities A cause worth joining A purpose to believe in. A reason to start your own Facebook page. Smart media investments A campaign worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.

12 A cause worth joining A collective goal Something we can all relate to Prove in acts, not ads Ben & Jerry s Givolution. The After Hours Athletes. The difference between saying stuff and actually doing stuff.

13 Shouldn t we add real value? Shouldn t we use social media to fix the top-10 customer annoyances?

14 Running other routes Not the same round every day, but a route worth running. Nike changed the way people run. A club worth joining Connected 24/7/365. Running further To run a decent figure, people needed to run further than they were used to. Results? Over connected runners, behavior change amongst runners. SpinAwards and Webby Award.

15

16 Constructing a shareable campaign. Grand prize Celebrities A cause worth joining A purpose to believe in. A reason to start your own Facebook page. Smart media investments A campaign worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.

17 Create stuff worth sharing A reason to involve friends Give a plausible reason to involve others. A reason to share Cool, funny, something else? What will be the tweet? Imagine: what will be the tweet about your campaign?

18 Example: Trip Planner Trip Planner is a very easy way to plan a trip with your friends Use Facebook to gather... find a date, destination and... book and enjoy! your friends... price that works for everyone... Like Trip Planner? Help us make Trip Planner even better bysharing your ideas via /klm Photo

19 Constructing a shareable campaign. Grand prize Celebrities A cause worth joining A purpose to believe in. A reason to start your own Facebook page. Smart media investments A campaign worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.

20 A shareable construct Social objects A smooth flow Embeddable & Shareable Create stuff that ends up in blogposts. Make it simple. Make it easy to share.

21

22 You can forget most of the things I told you today. But please remember this.

23 Constructing a shareable campaign. Grand prize Celebrities A cause worth joining A purpose to believe in. A reason to start your own Facebook page. Smart media investments A campaign worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.

24 Polle de Download the presentation at

25