1. Polle de Maagt @polledemaagt
Taking travel from
ads to acts.
Let’s stop talking about social media.
Let’s start doing stuff that matters.

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.
I sooooo love Blackberry ...
... but recently switched to
iPhone
(it’s not you, it’s me).
Polle de Maagt.
Changing companies to be
The reason to move to Gent
The love of my life. What better
reason is there?!
more about acts, less about ads.

3. I try to change companies to
be less about ads and more about acts.
Through inspiration, strategy and coaching.

4. I work(ed) for companies like
I will mainly talk about them
today.
Sorry, I only have 30 minutes ...

5. And I write about it.
Mostly to sharpen my own mind, sometimes to make myself completely ridiculous.
www.polledemaagt.com @polledemaagt

6. This presentation is 100% Apple, eBay and Zappos-free.
And I will only talk about stuff I either experienced or worked on myself.

7. I would like to talk about 3 things
today.
(Don’t worry, I made them tweet-size, so you can share them via the backchannel).

8. “
Marketing is way too important to leave it up to the
marketing department.
Steven van Belleghem.
“
“
Create acts, not ads.
Leo Burnett.
“
“Create stuff worth sharing.
Tom de Bruyne.
“

9. “
Create acts, not ads.
Leo Burnett.
“

10. Over the last 8 years ...
... I have been a 30K
9,1%
was not delayed or
customer.
cancelled
Over my last 11 itineraries.

11. The growing challenge of 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.
And it sets a new normal ...

12. “
Marketing is way too important to leave it up to the
marketing department.
Steven van Belleghem.
“

13. A small experiment in happiness.
“Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the
course of 6 weeks, we surprised KLM passengers based on their social media profiles. To see how
happiness spreads. And it did.
Something to prove
KLM wanted to prove they recognize the
person behind every passenger.
More?
I will talk you through
that later :)
Foursquare
Every time a passenger told
KLM via twitter or Foursquare
that he/she was at Schiphol
airport, we tried to surprise
him/her in a most personal
way. Results?
Over 1.000.000
impressions on twitter
alone. And a Cannes Lions
Award for PR.

15. Honestly. Cool or freaky?

16. The most important thing: it created momentum.
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.
Define goals with intrinsic, learning and change management KPIs.

17. Polle de Maagt @polledemaagt
Instruments of change.
People don’t change overnight. Nor do companies. Use a set of tools.
Unused potential of Workshops, training and Guidelines & Smart projects.
your employees. coaching. Best Practices.
What people already support Knowledge, training and People need both negative and Small, manageable project with
WHAT
our cause? Who can help us structural coaching. positive stimuli. Guidelines to clearly defined scopes and goals
spread the word? Build best set the boundaries, best that help the organization learn,
practices? Excite others? practices to get inspired and change and set next steps.
excited.
Scanning the organization for Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on
key opinion leaders, evangelists workshop and knowledge media guidelines and feasibility versus impact.
BY
and advocates. sessions with different procedures. Defining clear KPI’s in terms of
departments. Defining clear roads ahead by intrinsic goals, learning goals
sharing best practices. and change management goals.
EXAMPLES
Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, Spearhead employees to test new
Camp with thought leaders, etc. workshops, content brainstorms, branchemarking initiatives, etc. tools, A/B testing channels, etc.
internal conferences, etc.

18. Polle de Maagt @polledemaagt
Smart projects and their language.
Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The
small projects will force you to take baby steps every day, will help to engage more internal people, will
help you develop internal learnings and best practices and a track record of successful mini projects. All
to fuel momentum.
Define projects
Define key challenges and chop
them up into manageable projects.
Projects that test hypothesizes,
show progress, make you learn and
fuel momentum in other ways.
More on KPIs
Clear aim See next slide for more
Define a clear aim that describes on defining the different
the main purpose of the project. KPIs.
Roadmap
Sketch a progessive roadmap
with main todos and
milestones.

19. Polle de Maagt @polledemaagt
Project KPIs.
To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change
management KPIs. This, to challenge yourself to make the projects impactful in learning and change
management, but also to be able to make a project successful on several axes.
Intrinsic KPIs
Your ‘normal’ set of KPIs that are
easy to measure. E.g. grow 50% in
number of followers.
INTRINSIC
LEARNING CHANGE
MANAGEMENT
Learning KPIs Change management KPIs
What can we learn from these How will this project help change the
projects? E.g. learn which content organization E.g. convince manager X
works best to convert people to that LinkedIn is as converting as twitter,
fans or followers. gather a spearhead group of 50 internal
enthousiasts.

20. “
If you can’t prove your return, you should be fired.
(Yes, you can quote me on that).
“

21. “
Create stuff worth sharing.
Tom de Bruyne.
“

22. Unused potential
Cute animals get born
from time to time.
Employees were video
amateurs.
Kai Mook
Isn’t she cute?
Capitalize on unused potential.
Results?
Over 600.000 people watched the
birth. Live. Over 33% more
A story worth sharing visitors. Nominated as product of
Wouldn’t it be great if every the year.
Belgian felt a bit pregnant
too?
*Ok ok ... I did NOT work on this case. My former colleagues did. And it’s a local SMB case. So cut me some
slack :)

23. Warning: this part is a bit theoretical.

24. 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.

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

26. Polle de Maagt @polledemaagt
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.
Stumbling Endorsing
Consumer stumbled upon online Consumer tells others. Consumer
brand content or comes into likes a piece of content, collects it,
contact with us offline. E.g. curates it, retweets it, shares it
consumers reads an article shared and/or evaluates a brand. E.g.
by a friend. consumer ranks a hotel on
Tripadvisor.
Contributing
Consumer collaborates with a
brand on adhoc or long term basis.
Following E.g. consumer joins Telenet
Drifting Consumer commits to the brand by cocreation community.
Consumers aren’t engaging in any liking, subscribing, following or
way. E.g. consumer is just browsing ‘fan’-ing the brand or leaving
around online, doesn’t visit our contact details. E.g. consumer
stores. becomes a facebook fan.

27. Polle de Maagt @polledemaagt
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.
Stumbling Endorsing
Consumer stumbled upon online Consumer tells others. Consumer
brand content or comes into likes a piece of content, collects it,
contact with us offline. E.g. curates it, retweets it, shares it
consumers reads an article shared and/or evaluates a brand. E.g.
by a friend. consumer ranks a hotel on
Tripadvisor.
Adwords Activate
to convert to share Spotlight on
ambassadors
Select for
Bannering community
for likes
Fill the funnel Contributing
Consumer collaborates with a
brand on adhoc or long term basis.
Following E.g. consumer joins Telenet
Drifting Consumer commits to the brand by cocreation community.
Consumers aren’t engaging in any liking, subscribing, following or
way. E.g. consumer is just browsing ‘fan’-ing the brand or leaving
around online, doesn’t visit our contact details. E.g. consumer
stores. becomes a facebook fan.

28. ]
It works beats “it
would be cool if” every
day.
Just make sure it does the
job.
Maybe the best social media campaign ever.

29. You can forget most of the things I said
today. But please, remember 3 things.

30. “
Marketing is way too important to leave it up to the
marketing department.
Steven van Belleghem.
“
“
Create acts, not ads.
Leo Burnett.
“
“Create stuff worth sharing.
Tom de Bruyne.
“

31. 48
Help me change companies. Act yourself.
Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next
48 hours that actually makes your company or your clients more customer connected.

32. Let me know what you did.

33. Thanks for your time.
Download the presentation at polle.me/travelmedia2011
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)
http://polle.me/travelmedia2011