Why we keep failing in really implementing social media. The first articles on social media were written in 2003. And we're pretty much where we were then. So what went wrong and how can we solve this? A plea for boring stuff.

1. Polle de Maagt @polledemaagt
Why we keep
failing in really
implementing
social media.
A plea for boring stuff
by @polledemaagt

2. Polle de Maagt @polledemaagt
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. The reason to move to Gent
The love of my life. What better
Changing companies to be reason is there?!
more about acts, less about ads.

3. Polle de Maagt @polledemaagt
I worked for companies like
Currently, I do long term digital (and social) strategy for
Consultant Retailer
Global NL NL/Global Global

4. Polle de Maagt @polledemaagt

5. Polle de Maagt @polledemaagt
The first articles on social media emerged in 2003*.
Honestly, what changed since then?
* I published my first article in spring 2006 on Marketingfacts.nl called “Hyves for marketeers”.

6. Polle de Maagt @polledemaagt
Social media discussion is dominated by recycling.
A lack of great cases. Discussion is dominated by social The true experts stay hidden.
media watchers.
What is your favorite social media case? Mostly client-side, a limited amount of
Really? Was it converting? What part of Most presentations are about the cases followers and no time or eagerness to be
the success is because of a sick media other people did. And that is good, but we on stage every week.
budget? need more real cases and less meta A tribute to Gert Wim ter Haar, Koen
discussions. Don’t worry, I either Spiers, Thije Nobbe, Rogier Reker, Mirjam
experienced or was involved in 100% of the Esveld, Marielle Snel and the others that
cases in this presentation. do all the work behind the screens.
*You will love Steven’s book by the way. And get his new one,
The Conversation Company.

7. Polle de Maagt @polledemaagt
Start a
Geeks/nerds/evangelists twitter
The social media team account
Staff/marketing
Webcare
Actually making Social media merely
money
scratches the surface.
Like
Campaign
Core processes
QR
codes

8. Polle de Maagt @polledemaagt
The problem.

9. Polle de Maagt @polledemaagt

10. Polle de Maagt @polledemaagt

11. Polle de Maagt @polledemaagt

12. Polle de Maagt @polledemaagt

13. Polle de Maagt @polledemaagt

14. Polle de Maagt @polledemaagt

15. Polle de Maagt @polledemaagt
It isn’t them, it’s us.

16. Polle de Maagt @polledemaagt
Create momentum.
Make them shine. Make them fail. Become agile.
Create small wins. Celebrate small wins. Test. Beta. Pilot. Fail. Stumble. Fall. Get up. Decide on key vectors and do targeted
Facilitate your bosses in celebrating their Measure. Learn. Tweak. Fail again. experiments around those vectors.
wins.

17. Polle de Maagt @polledemaagt
Build the case you need to make.
“Using social media can really “Social media gets us into contact “Social media makes mainstream
touch people” with our main B2B clients” media horny” and “If that old guy
can do it, we all can”
The huge internal effect of KLM Surprise. A simple Slideshare experiment.
*Sorry Daniel, it’s not personal.

18. Polle de Maagt @polledemaagt
Talk excel, not bullshitbingo.
We really blew it with texts like “there is no return on social media” and “let’s do a retweet and win campaign”.
Define projects
Define key challenges and chop them +70% cost efficient
up into manageable projects. Projects
that test hypothesizes, show
progress, make you learn and fuel
momentum in other ways.
Clear aim
Define a clear aim that describes the
main purpose of the project.
Roadmap
Sketch a progessive roadmap
with main todos and
milestones.

19. Polle de Maagt @polledemaagt
Add real value.
Shouldn’t we use social media
to fix the top-10 customer
annoyances?

20. Polle de Maagt @polledemaagt
Prove return in conversion, knowledge and change.
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 that
works best to convert people to fans LinkedIn is as converting as twitter,
or followers. gather a spearhead group of 50 internal
enthousiasts.

21. Polle de Maagt @polledemaagt
You can’t pull it of on your own. Integrate.
Business & Logistics. Reputation & Care. Marketing & Commerce.
Usually the internal oil tanker. Convince Monitoring what’s happening and solving The digital age requires a different kind of
them in their own language. But from the consumer problems. Arguably the most brands and branding. Commerce usually
moment they’re moving, they are moving. important part of integrating social. has very healthy reflexed when it comes to
conversion and actually making money out
of social media.

22. Polle de Maagt @polledemaagt
You can forget most of the things I said
today. But please, remember 6 things.

23. Polle de Maagt @polledemaagt
Build the case you need to make. Talk excel, not bullshitbingo.
Prove return in
conversion, knowledge Create momentum.
and change.
You can’t pull it of on your own. Add real value.

24. Polle de Maagt @polledemaagt
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.

25. Polle de Maagt @polledemaagt
Let me know how you change
your company.
@polledemaagt / polle@polledemaagt.com / polledemaagt.com
Download the presentation at http://polle.me/TSC12polle
(and please, give me a nice speaker rating)