Acts. Not ads. Do remarkable stuff, don’t talk remarkable stuff. Nothing changed and everything changed. The more direct contact brands have with consumers, the more they need a coherent core identity. One that translates both into tweets and invoices in campaigns, and more important, a permanent dialogue. Because people’s expectations have shifted. Towards new client service normals. From ads to acts. Changing companies towards more consumer centricity isn’t easy. That requires proving you’re on the right track every single day. Showing progress. Building upon your companies’ unused potential.

1. Polle de Maagt @polledemaagt
Acts. Not ads.
Do remarkable stuff,
don’t talk remarkable stuff.

2. Hello. My name is Polle de Maagt.
@polledemaagt that is.

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

4. We did 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.

5. Running other routes
Not the same round every day,
but a route worth running.
Running further
To run a decent figure, people
needed to run further than
they were used to.
Nike changed the way people run.
A club worth joining
Connected 24/7/365.
Results?
Over 40.000 connected runners,
behavior change amongst runners.
SpinAwards and Webby Award.

6. I work(ed) for companies like

7. Let’s talk about the inflation of promises
and commitments.
If that’s ok with you.

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

11. “
Create acts, not ads.
Leo Burnett.
“

12. More difficult to exceed expectations every day.
It’s pretty basic: do more than people expect to stimulate word of mouth. However, 365/24/7 webcare
and other services change the normal, a new normal, a new hygiene level.

13. So, maybe ... we need to change tonight’s focus.

14. Polle de Maagt @polledemaagt
Acts. Not
manifestos.
Companies, not social media gurus.

15. Honestly. Who read the Cluetrain manifesto?

16. “
Marketing is way to important to leave it up to the
marketing department.
Steven van Belleghem.
“
“
Social media is way to important to leave it up to
the social media experts.
Polle de Maagt.
“

17. Polle de Maagt @polledemaagt
Talk their language.
Talk 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 on
Define a clear aim that describes the defining the different
main purpose of the project. KPIs.
Roadmap
Sketch a progessive roadmap
with main todos and
milestones.

18. “
Create acts, not ads.
Leo Burnett.
“

19. 48
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.

20. Thanks for your time.
Download the presentation at polle.me/rtfm11polle
or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)
http://polle.me/rtfm11polle