Heineken Tapvat

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Uitwerking van de Heineken Tapvat Case t.b.v. de Nationale Marketing Strijd 2007. Voor meer informatie, zie ook www.polle.net

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"Gewoon goed helpen" social service anno 2017 voor #SSC17

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Klantbeleving. User Experience. Customer journeys. Er wordt teveel over geluld en te weinig mee gedaan. Niet alleen hebben we met zijn allen een wereld gecreëerd die vooral *niet* om mensen lijkt te gaan en vooral om 'journeys', 'processen' en 'PAX'. Daarom dit pleidooi voor geklooi, een poging om minder te adverteren en meer problemen van mensen op te lossen. Dat is niet makkelijk, maar er zijn wel een aantal basisprincipes waarmee we kunnen beginnen. Openingskeynote voor #UXimpact conferentie van Concept7 op 22 september 2015 met o.a. Jos Burgers en Pieter Zwart.

Ok. En dan gaan we nu gewoon normaal doen. Voor #uximpact

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"Service is sales. Why service management is the single most important thing....

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So, social media has been around since 2003, but not too much has changed in the last couple of years ... Why do organisations fail to implement social media and, most importantly: the speedboat approach to implement social media within your organisation. Speedboat approach: 1) Make a senior manager horny. 2) Small working groups without legacy. 3) Launch new concepts below the company radar. 4) Act small and learn from the results. 5) Act with scrum, agile, beta mentality. 6) More buy-in from your proof points. 7) Propel waves of success.

"Why we keep failing in really implementing social media." for #Marcom12

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Fouten maken. Falen. Het zijn dingen die bedrijven niet graag doen. En al helemaal niet toegeven. Het is allemaal maar eng. Het is ook een van de zaken die het integreren van social media voor veel bedrijven zo lastig maakt. Stel je voor; je als bedrijf kwetsbaar opstellen. Klagende mensen op een Facebook wall. Medewerkers die zonder controle van corporate communicatie hun mening geven. Maar fouten maken is enorm gezond. De beste vriendschappen zijn de vriendschappen waarbij je elkaars fouten accepteert en al een paar keer ﬂ ink ruzie hebt kunnen hebben. De beste relaties met merken heb je als ze iets volledig verknald hebben en dan meer dan fatsoenlijk oplossen. Recent onderzoek bewees maar eens dat consumenten reviews van producten op een review site niet vertrouwen als ze enkel positief zijn (...)

"De magie van snoeihard falen" - Column for MediaMarketing (Belgium/Dutch)

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My talk at PromaxBDA's Connect3.0 events in Australia and New Zealand. From Social Gimmicks to Social Business Let’s face it: in almost 10 years of social media the industry hasn’t really changed much. Most broadcasters have a hard time really engaging audiences. Most companies rarely go beyond an occasional campaign or retweet-sweepstake. And it’s our own fault. We failed to show real business impact, convince management, make employees really understand the new transparency and lay the foundation for more social companies.

"From social gimmicks to social business. Storytelling in the social age." fo...

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Do stuff worth sharing. Small steps to success in this digital world for #KJ12

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Why you shouldn't use social media for AGX

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The EURIB, the European Institute for Brand management, which was founded by Riezebos and where marketeers are educated in brand, design & reputation management. An impressive line up of guest lecturers (Jeroen de Bakker, Jim Stolze, Renee Peeters, Ingmar de Lange, amongst others) trains the marketeers in branding, digital, positioning and reputation management. A line up that makes me wish I could be a student there. Very similar to Lessius several days ago, with a lot of practical examples, I try to gently convince the students to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.

The noble art of building brands worth sharing for EURIB

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Acts not ads. I guess trying to change marketeers to do less advertising and more acts from time to time means you have to preach to new marketeers. Well, preaching might not be the right word but nudging or gently convincing to be more about acts pretty much sums it up. Gently convincing to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects. So, here’s to the new class of marketeers at Lessius Mechelen that is prepared to build brands worth sharing and talking about.

The noble art of building brands worth sharing for Lessius Interactive Market...

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Taking travel from ads to acts for Travel 2011 #travelmedia

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The most powerful thing on earth: not telling people what to do.

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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.

The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...

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Some things I learned in the last couple of years. 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.

A 101 guide to World Domination. Some things I learned at Trendwolves, Boondo...

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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.

Acts. Not ads. Do remarkable stuff, don’t talk remarkable stuff. for RTFM11

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"Why we keep failing in really implementing social media." for #Marcom12

"De magie van snoeihard falen" - Column for MediaMarketing (Belgium/Dutch)

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"Do stuff worth sharing. Small steps to social media success. " for Social Me...

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The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...

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