"Use your unused potential. How most (insurance) companies do great stuff, but forget to reap the rewards." for Ohra

Use your
unused
potential.
How most (insurance)
companies do great stuff, but
forget to reap the rewards.

I heard photos of cute kids work, so here’s a photo of a cute kid, by Ohra.
© InSites Consulting

Polle de Maagt (Insites Consulting) for Ohra

Conversation readiness 1

Hello. I am Polle de Maagt.
I failed in most things during my
life (including being a rock star) but am
still trying to reach #worlddomination.
This time by helping companies change
to be more about acts and
conversations, less about ads.
Guess that makes me a change agent.


Last year, I tried to
change the way people
run, together with my
buddies at
Boondoggle and Nike.
Nike could have done another
advertising campaign. Instead, they
did everything to create the coolest
running club ever, the Nike
RunHouse.
And they went even further, they
used smart technology to make
people run different routes and
longer distances: the Nike+ Graffiti
Challenge.


But … then I fell in love with a Flemish girl, Marieke.
And moved to Ghent.
Probably the smartest thing I ever did. And yes, we met through the internet.


So, what about you?
Who’s using Facebook? Who’s using twitter? Who’s the ultimate geek in the
room?
Yes, this is an interactive element, so you may answer my questions.


Managing expectations.
I only have 60 minutes.
I don’t know sh*t about insurance companies or your organisation. I DO know a
lot about consumers, social media conversations and getting consumers into
the boardroom.
Thus, we need eachother.
If you need me after this presentation, just send me an email at polle@insites.eu


Where are we now?
Pretty much every company is in the early stages of social media and
conversations.
But actually, Ohra is doing some pretty cool things.


Ohra tries to help people on twitter.
Webcare based on twitter questions.


And via live chat!
That’s pretty neat.


Facebook apps.
And Ohra started their first apps on Facebook, for travellers.
A very important question: What’s in it for me?


YouTube channel.
Ohra is supporting it’s other online channels with a YouTube channel.


Ohra even has some iPhone apps.
There’s an app for when I’m on vacation.
Yep.


Even more Working together with consumers.
Onderling.nl is pretty smart way to engage consumers in deciding on new products
and features.


So, tell me how are we doing?
What do you think about Ohra’s efforts so far. Are we keeping up with our
competitors? Are we proving our brand in everything we do?


Let’s see: Proactive vs reactive, marketing vs service.
Decide on reactive versus proactive and marketing versus service.


Ohra: Proactive vs reactive, marketing vs service.
Let’s try to map our efforts here. Some are pretty clear, others are less.

Campaign
Face-
book?

Hyves?

Onderling?
iPhone
app ?
Face-
book?
Twitter


Smart information: Aegon has a neat site ‘speel je
toekomst’
Brilliant in execution, low in impact, but it helps to proactively explain things.


Use smart ways of
listening and
improving your
conversation-
worthiness.
Try measuring the Net Promoter
Score to see how likely it is that your
colleagues will recommend your
company.
We used this to turn a financial
service provider’s customer
service from -30 to -1.


Where do we want to be?
What do we really want to achieve?
What is the impact we want to have?


It’s not about being on Facebook. Or Twitter.
Yes, Twitter is huge. And Facebook even bigger. But they are both platforms, not end
goals. So it really is about if and how both can help you reach your end goal. Which is
most likely not about having a Facebook fan page and more about driving
conversations, customer retention, sales or brand value.


It’s not about being a big brand.
With big brands come big problems. Never look
for an excuse in just being a small company with
little budgets. When it comes to connecting with
consumers, real relationships work. And size, for
once, doesn’t matter.


And it certainly isn’t
about being the first
mover in adopting new
technology.
Mobile, augmented reality, location
based services are all just awesome.
And yes, there is PR-value in being the
first Augmented Reality bakery in your
neighborhood. But is that really what
you want your consumers to talk
about?


What is it about?
What are the key things a connected brand should do?
Marketing is too important to leave to the marketing department.
How are we getting our consumers in the boardroom?


1) Act human.
We use technology to help our
consumers better. But does it really
work or does it backfire?
Zappos does an amazing job in making
technology invisible and really
understanding consumers.
(Thanks Steven Verbruggen for the tip!)


2) Commit acts not ads: surprising KLM passengers.
With the KLM Surprise campaign, KLM surprised customers based on their
Foursquare and Twitter checkins. Talking about remarkable customer service and
really understanding what their consumers are about …


3) Use your unused potential: Antwerp Zoo’s cute little
animals and tech-savvy employees.
It brought them 300.000 extra visitors, a nomination for product of the year and the
best thing … the number one carnival suit of that year.


4) Advocacy is the new retention is the new
acquisition: Pemco’s customer service excellence.
No fake promises anymore, just acts and service. At this moment, 94% of their

customer stays a customer.


5) Recognize monetary value and conversation value.
Recognize both monetary and conversation value.


Over-the-top-delivery
Makes negative conversations

Over-delivery
Makes positive conversations

Expectation Delivery
Gives no reason to talk

Under-delivery

6) Be maniacal about managing expectations.
Under-promise, over-deliver in everything you do. Not only towards customers but
also to your colleagues.


7) Embed new ways of
measuring success.
Try measuring the Net Promoter
Score to see how likely it is that your
colleagues will recommend your
company.


How to implement this?
How are we going beyond campaigns, pilots and gimmicks towards sustainable
business?


Over-the-top-delivery

Over-delivery
Makes positive conversations

Expectation Delivery
Gives no reason to talk

Under-delivery

How? Observe, facilitate and join conversations.
See what your customers are doing and learn from it, help them to talk about you and
actively engage in conversations.


Have a look at the consumer journey.
What are the touchpoints that influence the consumer?


Bring your sales where the customers are.
Bring the sales where your clients are.


Il Giglio d’Oro, a simple bed & breakfast in Firenze
turned every customer > advocate.
It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in
Europe. Conversion between stumbling and endorsing.


What would be the touchpoints that have most
impact?
Are there things we could improve? Capitalize on?


Be conversation-worthy on every level.
Be sure to define what business you’re in and set clear goals.


Sidestep: Facebook
forces engagement.
A lot of campaigns are designed to
collect Facebook likes. To be able
to tap into the consumer news
feed, however, a consumer had to
have a recent interaction with a
brand.
"News Feed (…) is a constantly
updating list of stories from people
and Pages that you follow (…)
bases this on a few factors: how
many friends are commenting on
a certain piece of content, who
posted the content, and what type
of content it is (e.g. photo, video, or
status update)".


Planning for engagement.
It’s important to align all efforts to guide consumers to be more and more engaged.


How? Via campaigns and programs.
It isn’t so much about social media, it is about designing touchpoints for conversion.

Current
campaign

Twitter
Recruit-
ment

Mailing


Example? KLM’s whiteboard.
KLM invited their Facebook fans to like a phot and promised to write their names.
A small gimmick, but it works to engage consumers.


Turkcell created continuous live interaction.
To promote it’s mobile offering, Turkcell created a live twitter-based game.
Based on twitter interactions, post-its would be removed or changed.
Conversion from stumbling to folllowing / endorsing.


Example? Ben & Jerry’s and Unilever engage
consumers in product development and marketing.
In a closed research community, we make sure 150 consumers really make the

difference.

Managing change.
Implementing conversations and consumer connect isn’t easy. Use different change
mechanisms to gradually change the organization.


Define projects that work and have impact.
Build best practices, cases and things that actually work.


Building proof. Business cases to show that
conversations work.
Make sure pilot projects define clear goals.


Telenet launched a new product that wasn’t finished:
Telenet Yelo, an application to watch tv anywhere.
Instead of waiting for the product to be completely finished or selling something that
didn’t work, they asked their customers to help to make the product better.


You can forget most of the things I told you today.
But please, remember these 3 things.


But first: what were your 3 main learnings?
What are the main take-aways? What will you act on?


1) Act human. Commit acts not ads.
It isn’t about gimmicks or social media, it is about building upon the things you’re
actually doing. Do things, don’t just say things.


2) Structure efforts to engage consumers.
It isn’t so much about social media, it is about designing touchpoints for conversion.

Current
campaign

Twitter
Recruit-
ment

Mailing


3) Implement with impact.
Build best practices, cases and things that actually work.


One more thing: don’t talk, act.
Don’t wait for others. Contact Susan and Maikel to see how you can have an
impact. And please, do so within 48 hours.
Yes, this is an interactive element, so you may do something.


I hope I was conversation-worthy.
If so: spread the word.
Find me on twitter (@polledemaagt) or
just send me an email at
polle@insites.eu.

Download the presentation at
http://polle.me/ohra2011


"Use your unused potential. How most (insurance) companies do great stuff, but forget to reap the rewards." for Ohra

"Use your unused potential. How most (insurance) companies do great stuff, but forget to reap the rewards." for Ohra

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