"what do you want your consumers to tell about you?" for vrijetijdshuis brabant
TRANSCRIPT
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The most important question:
What do you want your consumers to tell about you? Using technology to create stuff worth sharing.
Polle de Maagt for Vrijetijdshuis Brabant
Hello. I am Polle de Maagt.
I create impact through
conversations at a pretty cool
company called InSites Consulting.
We work mostly because we’re
committed to take research
forward, but brands like
Ben&Jerry’s, Telenet, Danone and
Philips agreed to pay us for it.
Managing expectations … I only have 25 minutes. Don’t expect me to do magic. For
magic (or more on conversation management and stuff
worth sharing), send me an email at [email protected].
The power of social media. Social media (and internet in general) have been amazing. We have some of the coolest things ever be built on top of this technology.
KLM commits random acts of kindness KLM surprised random passengers in their effort to discover how happiness spreads. More at http://polle.me/gJhpSI
Kay Mook earned the Antwerp Zoo 300K extra visitors “What if every Belgian felt a bit pregnant too” was the start of a campaign that almost made her product of the year 2009. More at http://polle.me/ccjSNL
Ben&Jerry’s crowdsources their new icecream flavors. Via an online platform with brand fans. More at http://polle.me/ISC-BJ Photo by jason.dsilva
To summarize, it has never been easier to 1. to connect with other consumers 2. to fan or hate brands or
organizations 3. to find everything about anything
This is a radical change and asks for radical changes in the way brands and organizations communicate. But don’t be misled by the technology witchcraft here.
1) 90% of conversations is done offline. Even these guys, the Belgian club of Young Online advertising Planners have a regular offline meetup. More at http://polle.me/i291Xz
2) Social media is just a part of the consumer journey. Traditional advertising still works, past experience is really important and real interactions are the dealmakers/dealbreakers.
3) Stories travel through different (social media) channels. Nike launched a local store in Amsterdam, but capitalized on it via Facebook and Twitter. Even better, users started using Hyves to spread the word.
4) Part of conversations is owned, rest is paid or earned. Strangers, customers and fans. Paid, owned and earned. Only part of the interactions are taking place on your own website.
5) There will always be new technologies, stories stick. Brabant is just full of stories. Don’t get distracted by technologies, focus on the stories and make them easy to spread.
100.000+
So, for your brand or organization to make use of this, consider these 10 easy tips.
1) Start with observing and listening. There are simple tools to observe what consumers are doing. Via search.twitter.com or more advanced tools. But what about customer emails?
2) What do you want your consumers to tell about you? Is it about how cool your advertising was? Do you want them to talk about deals? Or is it about something else?
3) Helping people helps. Exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling below customer expectations erodes loyalty (5%/71%).
4) Act remarkable, don’t talk remarkable. Every company has it’s stories and ambassadors, like Nike’s Ekins. This is beyond advertising. More at http://polle.me/gSMxcX
5) Think customer retention, not customer acquisition. It is really expensive to attract new customers. Keep your current customers and try to help them spread the word. Think in life time conversation value.
6) Give your ambassadors the tools to promote you. Ambassadors just want to tell other, so help them! Choqoa support fans by giving them chocolate bars and highlighting them in their newsletter.
7) Create stuff worth sharing. KLM created dozens of stories worth sharing with their KLM Surprise campaign.
8) Facilitate sharing. Make it easy to subscribe of share your content via twitter, Facebook or other social buttons. Example: http://polle.me/ij19j4
9) Have a plan. For reach and impact. Schedule, integrate and build upon efforts.
10) Measure. Measure views, clicks, but even more important: your return on investment. Extremely simple, but effective: the Net Promoter Score.
You can forget most of the silly things I said today. But please, remember these 3 things.
Internet and social media technology helped created a huge conversation network, where consumers out-converse brands online and offline. Learn to let go.
1)
For a brand to engage in this conversation network, you have to act remarkable, create stuff worth sharing. Don’t plan only for life time money value, but for life time conversation value.
2)
To leverage the power of conversations, you have to observe, facilitate and join the conversation. Start monitoring, start with pilots and learn while doing.
3)
I hope I was worth sharing.
Send me an email at
[email protected] so I can help you
remind of the 48 hours.
Find the presentation at
http://polle.me/BRBNT