A 101 guide toWorld Domination.

Some things I learned at Trendwolves, Boondoggle and InSites Consulting.

Polle de Maagt @polledemaagt

Hello. My name is Polle de Maagt.Yes. I know I look like 18, but I’m actually 29.

I try to change companies to be less about ads and more about acts.

Through inspiration, strategy and coaching.

I work(ed) for companies like

Have a look at www.polledemaagt.com

@polledemaagt

And I write about it.

I started at Trendwolves.

Brilliant Tom PalmaertsTrendwolves has a pretty

remarkable team of trendwatchers.

Packaged consumer insights & trendsWhat’s happening in Istanbul? What are the

main trends?

Out-swaggering meI guess trendwatching is too hip and happening for me.

Hierbij de advertentie van

Boondoggle voor Adformatie.

Mogelijk ontdekt u in deze advertentie hier en daar wat subtiele elementen die het tegendeel zouden

kunnen suggereren, maar dit is wel degelijk de nieuwe campagne voor Adformatie. Van Boondoggle.

Vooral om aan te kondigen dat Adformatie meer dan ooit dé referentie is voor nieuws over reclame,

marketing en media. Als het in Adformatie staat, wordt erover gesproken. Zo eenvoudig is het.

U begrijpt dat we ons daarom nagenoeg belangeloos hebben opgeworpen om de nieuwe campagne

van Adformatie te creëren. Niets te danken, overigens.

BO

ON

DO

GG

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AM

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My new big brothers.

Isn’t she cute?

... and then I fell in love.

... and so I moved to Gent.

Isn’t she cute?

Yes, I love my Blackberry too.

I joined InSites Consulting.

That’s my researcher-look.

And now ... #worlddomination.

But, before I proceed ...What would you like to hear/learn this morning?

Some things I learned so far.A 101 guide to World Domination.

Yes you can.

Wouldn’t it be awesome ...... to turn all advertising space

on Times Square into art? That’s the idea of TimesSquare

to ArtSquare #TS2AS.

Justus BrunsActually, he grew up in

Belgium.

When you have a great idea, you get away with

ugly jackets.Remember that.

Everything is an opportunity to learn.

Would this work?Would this make a difference

in their tips?

Yep.I should treat my nails better.

Invest in great gear.You work so much better when you have a great phone, a great laptop and software/apps that help you out.

You will never ever regret investing in decent gear.

Happy with my Apple?Hell, yes!

Use technology, but don’t talk like a robot.Zappos does an amazing job in making technology invisible and really understanding consumers.

Do the things that scare you the most.

Afraid of large crowds?Do it. You will never regret.

Just Google“I wish I hadn’t had kissed her”

versus “I wish I’d kissed her”.

Capitalize on unused potential.

A story worth sharingWouldn’t it be great if every

Belgian felt a bit pregnant too?

Kai MookIsn’t she cute?

Unused potentialCute animals get born from

time to time. Employees were video amateurs.

Results?Over 600.000 people watched the

birth. Live. Over 33% more visitors. Nominated as product of the year.

Hack yourself.

Seinfeld ApproachDon’t break the chain.

Focus.

Get a girlfriend (or boyfriend).

He/she will help you focus and set priorities.

Ideally, move abroad and find one there.

Manage expectations.

Talk their language.Define a range of small, manageable projects with 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 projectsDefine key challenges and chop them up into manageable projects. Projects

that test hypothesizes, show progress, make you learn and fuel

momentum in other ways.

RoadmapSketch a progessive roadmap

with main todos and milestones.

More on KPIsSee next slide for more on

defining the different KPIs.

Clear aimDefine a clear aim that describes the

main purpose of the project.

Polle de Maagt @polledemaagt

Make it work.

It works beats “it would be cool if” every day.

Just make sure it does the job.

]

Acts, not ads.

Running furtherTo run a decent figure, people

needed to run further than they were used to.

Running other routesNot the same round every day,

but a route worth running.

A club worth joiningConnected 24/7/365.

Results?Over 40.000 connected runners,

behavior change amongst runners. SpinAwards and Webby Award.

Make people happy and help them shine.“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 proveKLM wanted to prove they recognize the

person behind every passenger.

Results?Over 1.000.000 impressions

on twitter alone. And a Cannes Lions Award for PR.

More?I will talk you through

that later :)

FoursquareEvery 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.

Marketing is way to important to leave it up to the marketing department.

Steven van Belleghem.“ “

Awards are a tribute to comraderie*I think awards are extremely important. Because they’re a great instrument of change. Because

they’re a great reason for a party. Because they give you a 5 second time frame to reflect on all blood, sweat and tears. Because some clients still think awards are important. And most importantly,

because it’s the easiest way to prove my mom that not finishing university wasn’t such a bad idea.But awards are won by clients. And by teams. So this is a tribute.

*Nope, the picture isn’t mine. It’s the pile of awards my former employer Boondoggle collected in 2009. Pretty impressive huh?!

Boondoggle, KLM Boondoggle, KLM, Nike Boondoggle, Nike

But, most importantly ...

48Act yourself. Now.

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.

Download the presentation at polle.me/KdG2011 or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)

Thanks for your time.

http://polle.me/KdG2011