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How social media is the logical next step in loyalty. Or: How loyalty is about acts, not ads. Or: A plea for commons sense. Or: How social media isn’t about social media.

Polle de Maagt (@polledemaagt) for Dunck Loyalty Marketing

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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 world domination.

This time by helping companies

change. Change to a company that is

about consumers and driving

conversations.

Guess that makes me a change agent.

Guess that makes Nike, KLM and

Telenet my clients of change.

Managing expectations ... I only have 30 minutes. That is not enough time to change the world, but it might be enough to change some of your minds. If you have any questions or ideas, just send me a message at @polledemaagt or polle@insites.eu.

These are crazy times. Twitter, Facebook, Foursquare, etc. Social media this and that. The world is changing bladibla. I won’t insult you with showing fancy social media figures and trends. You know the deal.

With new technology come new ways of rewarding and driving loyalty. To name a few ...

Starbucks. Driving loyalty via free wifi, online benefits and Foursquare checkins. Foto: kelving525

GetGlue and NBC fan-it. Rewarding specific behavior.

Ben & Jerry’s co-creation. Giving ownership.

LinkedIn’s extremely smart personalization. LinkedIn is extremely

smart in creating

personal, relevant

messages that are

extremely worth sharing.

But that’s not what it’s about. It’s not about Facebook. It’s not about technology. It is really really simple.

Commit acts, not ads. The Nike Runhouse was a membership club with an attitude.

With employees/consumers talking, it’s about company culture. Employees are your ambassadors. All the advertising in the world can’t buy you great employees and a remarkable company culture.

With employees/consumers talking, it’s about stuff worth sharing. Ambassadors just want to tell other, so help them! Choqoa support fans by giving them chocolate bars and highlighting them in their newsletter.

We’re beyond acquisition and retention, we’re about advocacy. At the end of your visit, the owner Eduardo, will ask if everything during your stay was ok. And if you would do him a favor and write a review on

We’re going from a consumer life cycle to a conversation life cycle. Who are your best customers? The one that pay the most or the ones that talk the most?

Acting human. Zappos does an amazing job in making

technology invisible and really

understanding consumers.

(Thanks Steven Verbruggen for the tip!)

So, how would the next step in loyalty look like? Introducing …

KLM Surprise An experiment on how happiness spreads. KLM tried to really exceed expectations in going the extra mile for their customers. To drive loyalty and advocacy.

KLM KLM Surprise

Loyalty isn’t so much about points, it’s about random acts of kindness. Small acts.

Driving loyalty is about exceeding expectations, but watch out for over-the-top-delivery. Delivering too much eventually has a negative effect as well.

Expectation

Over-delivery Makes positive conversations

Over-the-top-delivery Makes negative conversations

Under-delivery Makes negative conversations

Delivery Gives no reason to talk

Loyalty should be designed to be conversation-worthy. Create something that is worth talking about.

Loyalty is the sum of all your acts. Create something that is worth talking about.

You can forget most of the things I said in this introduction. But please, remember these 3 things.

It is not about technology. It is about committing acts, not ads. About company culture. About creating stuff worth sharing. About advocacy. About the conversation life cycle.

1)

To drive advocacy, exceed expectations. But watch for over-the-top delivery.

2)

Be human. Think with common sense.

3)

Half of being successful is showing up. What will you be doing in the next 48 hours to make this happen?

I hope I was worth sharing. If so, spread the word. Send me an email at polle@insites.eu

or find me on twitter at

@polledemaagt.

Find the presentation at

http://polle.me/dunck11