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So, how to start with social and -most importantly- to create momentum to make actually a social business case?Cases by KLM (Boondoggle), Akzo Nobel (Euro RSCG), Accenture (Ministry of World Domination) and Welzijnszorg (Famous Brussels).
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The social business case.@polledemaagt for STIMA
Polle de Maagt @polledemaagt
Polle de Maagt. The reason to move to GentThe love of my life. What better
reason is there?!
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.
Changing companies to be more about acts, less about ads.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
I try to change companies to be less about ads and more about acts.
Now Previously
Quick words before we start.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Dude, where’s my suitcase?!
Polle de Maagt @polledemaagt
The suitcase-principle: you can do all the cool social business stuff you want, but if you don’t get the basics straight, you’re lost.
Create momentum.Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.
Polle de Maagt @polledemaagt
Intermediate
Novice
Start
Expert
Sensibilisation Conversion Metrics &Reporting
Build the case you need to make.
“Using social media can really touch people”
The huge internal effect of KLM Surprise.
“Social media gets us into contact with our main B2B clients”
A simple Slideshare experiment.
“Social media makes mainstream media horny” and “If that old guy
can do it, we all can”
*Sorry Daniel, it’s not personal.
Polle de Maagt @polledemaagt
Ok. Let’s talk social business cases.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Mapping return on social.
Indirect Return Direct Return
Company-facing
Client-facing
KLM Web Relations
Il Giglio d’Oro TripadvisorWelzijnszorg Rich Stories iTunes
Akzo Nobel’s internal push
More than 50 dedicated employees.A 1h response & 24h solution
24/7 service in 3 world languages(soon more ...)
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Mapping return on social.
Indirect Return Direct Return
Company-facing
Client-facing
KLM Web Relations
Il Giglio d’Oro TripadvisorWelzijnszorg Rich Stories iTunes
Akzo Nobel’s internal push
Bed & Breakfast with social media impact.
Owner Eduardo asks every client to leave a testimonial.
At tripadvisor.com, the main source for tourists to find a hotel or B&B.
]
The result?Il Giglio d’Oro was the no 1 B&B in
Italy and no 7 in Europe.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Mapping return on social.
Indirect Return Direct Return
Company-facing
Client-facing
KLM Web Relations
Il Giglio d’Oro TripadvisorWelzijnszorg Rich Stories iTunes
Akzo Nobel’s internal push
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Mapping return on social.
Indirect Return Direct Return
Company-facing
Client-facing
KLM Web Relations
Il Giglio d’Oro TripadvisorWelzijnszorg Rich Stories iTunes
Akzo Nobel’s internal push
Please remember these 3 things.
Create momentum.
Your success isn’t instant. Give your organization the opportunity to learn, fail
and test.
Build the case you need to make.
A simple Slideshare experiment? Internal effects? A great example?
Many ways to prove return.
From indirect to direct and from client-facing to company-facing.
Polle de Maagt @polledemaagt
Liked it? Please give me a nice speaker rating :)
[email protected]@polledemaagt
Polle de Maagt @polledemaagt
