1.
Social media success.
A tribute to Excel and
managementporn.

2.
I got married.
The most beautiful girl in the
world turned out to be Flemish.

3.
2006, my first bunch of articles on social media.

4.
1982 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Moved to
Amsterdam
Moved to
Ghent
Got married
to Marieke
Quit school
Born in Tilburg
(NL)
as Polle de
Maagt
Strategic Planner
at Boondoggle
Marketing Consultant
at InSites ConsultingTrendwatcher
at Trendwolves
Prime Minister
at Ministry of
World Domination
Social media consultant
(yeah, don’t we all ...)
Freelance webdesigner
(yeah, didn’t we all ... )
Multimedia / 3D Design
at College of Multimedia
Communications
at Fontys University
Eindhoven
Communications
at Tilburg University
First Marathon
(NYC 2005)
A brief history of the stuff I did.

5.
Download via game.klm.com

6.
Social media experts/
consultants (agency-side);
What is your
biggest frustration?

7.
Digital professionals within an
organization;
What is your
biggest frustration?
*Except for all these annoying social media experts?

8.
We think we know better. That the
world is changing. And everyone
who disagrees ‘doesn’t get it’.

9.
But honestly, we don’t get it.

10.
LOVE IT OR HATE IT?
|

11.
DUDE, WHERE’S MY SUITCASE?!

12.
I stumbled upon (part of) the
solution a few months later.

13.
Would this work?
Would this make a difference in
their tips?

14.
The problems.

15.
They speak a different language.

16.
The Dutch government decided to communicate
high-salary government officials, hoping they
would settle for a lower salary due to public
pressure.
The opposite thing happened.
Officials started to compare their salary and
demanded for an increase.
That’s where seduction starts eating
communication for breakfast.
We are more stupid
than we think.

17.
WE SELL DREAMS, NOT ACTIONS.
We’re in the wrong business.

18.
Our dodo problem.
We lack natural enemies.

19.
Polle de Maagt @polledemaagt
WHAT YOU’RE
REALLY DOING.
WHAT YOUR BOSS
THINKS YOU’RE DOING.
WHAT THE WORLD
THINKS YOU’RE DOING.
We only fight 1 battle, whilst there are 3.

20.
Every company is different.
Geen social media service (niemand stelt vragen over bier).
Zwaartepunt van KLM: 28.000 interacties per week (!) via
Facebook en Twitter.
Zwaartepunt van social aanwezigheid Heineken; veel engaging
content en merkcampagnes.
Continue laag engaging content. Campagne uitschieters.
Praktisch geen commerce, buiten wat merchandise.
Goede runner-up: veel commerce initiatieven, zowel rondom
acquisitie als loyaliteit.
Service
Merk
Reputatie
Commerce

21.
What are we looking for?

22.
Ripple
(or: traction/flow/flux)

23.
The solution?
The speedboat-approach.

24.
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
7 elements to generate ripples
within your organisation.
1
2
3
4
5
67
Photo by

25.
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating
ripples within your organisation.
1
2
3
4
5
67
Photo by
Pick your battles.
1

26.
Every manager can be convinced.
DANIEL TERMONT, MAYOR OF GENT.
DANIEL’S FIRST TWEET.

27.
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating
ripples within your organisation.
1
2
3
4
5
67
Photo by
Act small, learn from results.
2

28.
]

29.
My physician in Gent, Karim de Boever, uses both Twitter and Instagram. He ‘likes’ healthy food of his clients
on Instagram and doesn’t react on not-so-healthy food. Nudging people to live healthier.
Social media for physicians.

30.
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating
ripples within your organisation.
1
2
3
4
5
67
Photo by
Plan for multiple return.
3

31.
Triple return on pilot projects.
Polle de Maagt @polledemaagt
INTRINSIC.
CHANGE
YOUR PILOT PROJECTS
LEARNING

32.
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating
ripples within your organisation.
1
2
3
4
5
67
Photo by
Plan for the ripple effect.
4

33.
“You might call us naive.
Or even a bit crazy.
But we think we can be a better company.
A company that is all about the community.”

34.
Yeah.
They even got their
own hand signal.

35.
Introducing the Viking ad agency.
The Viking-gets-Viking program.
43% of the Vikings is
through other Vikings.

36.
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating
ripples within your organisation.
1
2
3
4
5
67
Photo by
Create momentum.
5

37.
2009 2010 2011 2012 2013
Start of our
social media
efforts.
04/2010
The ash cloud.
04/2013
KLM Space, win a
ticket to space by
involving your friends.
01/2013
Must See Map, get
your friends tips on a
personalized travel
map.
09/2012
Social Offer, a
democratized sales
promotions: consumers
help to decide on
destination and price.
09/2011
KLM Live Reply, a
shareable video with a
live reply to a follower’s
question by KLM
employees.
04/2011
Tile & Inspire, tile
yourself and have your
photo on a plane.
02/2012
Meet & Seat, pick your
seatmate based on
their Facebook/
Linkedin profile.
07/2011
24/7 servicing via
twitter, facebook based
on a 60min reply.
KLM has come a long way.
From social media to social business.
11/2010
KLM Surprise, an
experiment on how
happiness spreads.

38.
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating
ripples within your organisation.
1
2
3
4
5
67
Photo by
Vectors, not plans.
6

39.
Vectors and ripples.
Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.
Try to define strategic vectors and small pilots (speedboats) within these vectors.
Polle de Maagt @polledemaagt
Intermediate
Novice
Start
Expert
Sensibilisation Conversion Metrics &
Reporting

40.
The speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
A 7-step approach generating
ripples within your organisation.
1
2
3
4
5
67
Photo by
Help your manager help
their manager.
7

41.
That is the speedboat-approach.
In contrast to the normal oiltanker-approach towards social media.
Polle de Maagt @polledemaagt
1
2
3
4
5
67
Photo by
7 elements to generate ripples
within your organisation.

42.
Do something within 48 hours.
hours minutes
*Yes, Steven van Belleghem taught me that.

43.
Tell me what you did.And tell me what you did.
@polledemaagt
polle@polledemaagt.com