A 101 guide toWorld Domination.
Some things I learned at Trendwolves, Boondoggle and InSites Consulting.
Polle de Maagt @polledemaagt
I try to change companies to be less about ads and more about acts.
Through inspiration, strategy and coaching.
Have a look at www.polledemaagt.com
@polledemaagt
And I write about it.
I started at Trendwolves.
Brilliant Tom PalmaertsTrendwolves has a pretty
remarkable team of trendwatchers.
Packaged consumer insights & trendsWhat’s happening in Istanbul? What are the
main trends?
Out-swaggering meI guess trendwatching is too hip and happening for me.
Hierbij de advertentie van
Boondoggle voor Adformatie.
Mogelijk ontdekt u in deze advertentie hier en daar wat subtiele elementen die het tegendeel zouden
kunnen suggereren, maar dit is wel degelijk de nieuwe campagne voor Adformatie. Van Boondoggle.
Vooral om aan te kondigen dat Adformatie meer dan ooit dé referentie is voor nieuws over reclame,
marketing en media. Als het in Adformatie staat, wordt erover gesproken. Zo eenvoudig is het.
U begrijpt dat we ons daarom nagenoeg belangeloos hebben opgeworpen om de nieuwe campagne
van Adformatie te creëren. Niets te danken, overigens.
BO
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My new big brothers.
Isn’t she cute?
... and then I fell in love.
... and so I moved to Gent.
Isn’t she cute?
Yes, I love my Blackberry too.
Yes you can.
Wouldn’t it be awesome ...... to turn all advertising space
on Times Square into art? That’s the idea of TimesSquare
to ArtSquare #TS2AS.
Justus BrunsActually, he grew up in
Belgium.
When you have a great idea, you get away with
ugly jackets.Remember that.
Everything is an opportunity to learn.
Would this work?Would this make a difference
in their tips?
Yep.I should treat my nails better.
Invest in great gear.You work so much better when you have a great phone, a great laptop and software/apps that help you out.
You will never ever regret investing in decent gear.
Happy with my Apple?Hell, yes!
Use technology, but don’t talk like a robot.Zappos does an amazing job in making technology invisible and really understanding consumers.
Do the things that scare you the most.
Afraid of large crowds?Do it. You will never regret.
Just Google“I wish I hadn’t had kissed her”
versus “I wish I’d kissed her”.
Capitalize on unused potential.
A story worth sharingWouldn’t it be great if every
Belgian felt a bit pregnant too?
Kai MookIsn’t she cute?
Unused potentialCute animals get born from
time to time. Employees were video amateurs.
Results?Over 600.000 people watched the
birth. Live. Over 33% more visitors. Nominated as product of the year.
Get a girlfriend (or boyfriend).
He/she will help you focus and set priorities.
Ideally, move abroad and find one there.
Talk 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 projectsDefine key challenges and chop them up into manageable projects. Projects
that test hypothesizes, show progress, make you learn and fuel
momentum in other ways.
RoadmapSketch a progessive roadmap
with main todos and milestones.
More on KPIsSee next slide for more on
defining the different KPIs.
Clear aimDefine a clear aim that describes the
main purpose of the project.
Polle de Maagt @polledemaagt
Acts, not ads.
Running furtherTo run a decent figure, people
needed to run further than they were used to.
Running other routesNot the same round every day,
but a route worth running.
A club worth joiningConnected 24/7/365.
Results?Over 40.000 connected runners,
behavior change amongst runners. SpinAwards and Webby Award.
Make people happy and help them shine.“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 proveKLM wanted to prove they recognize the
person behind every passenger.
Results?Over 1.000.000 impressions
on twitter alone. And a Cannes Lions Award for PR.
More?I will talk you through
that later :)
FoursquareEvery 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.
Awards are a tribute to comraderie*I think awards are extremely important. Because they’re a great instrument of change. Because
they’re a great reason for a party. Because they give you a 5 second time frame to reflect on all blood, sweat and tears. Because some clients still think awards are important. And most importantly,
because it’s the easiest way to prove my mom that not finishing university wasn’t such a bad idea.But awards are won by clients. And by teams. So this is a tribute.
*Nope, the picture isn’t mine. It’s the pile of awards my former employer Boondoggle collected in 2009. Pretty impressive huh?!
Boondoggle, KLM Boondoggle, KLM, Nike Boondoggle, Nike
48Act yourself. Now.
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.
Download the presentation at polle.me/KdG2011 or contact me via twitter (@polledemaagt) or email ([email protected])
Thanks for your time.
http://polle.me/KdG2011