Polle de Maagt @polledemaagt
WHAT ARE WE GONNA DO TODAY?
The closest thing to World Domination.
Nudge.
@polledemaagt for DesignCamp 2012
Polle de Maagt @polledemaagt
In march this year, some old Danish guy taught me how to sing the national anthem.
Polle de Maagt @polledemaagt
ABOVE ALL:
I change companies to be less about ads and more about acts.
I WORKED FOR COMPANIES LIKE
CURRENTLY, I DO LONG TERM DIGITAL (AND SOCIAL) STRATEGY FOR Global
Global
{
Europe
}
Polle de Maagt @polledemaagt
Meet & Seat
Polle de Maagt @polledemaagt
nudge=sum(
ALL SMALL INTERVENTIONS THAT HELP PEOPLE ACT BETTER I PREFER ACTS OVER DECISIONS
)
Polle de Maagt @polledemaagt
nudge=sum(
RETAIL PSYCHOLOGY FRAMING LIBERTARIAN PATERNALISM BEHAVIORAL ECONOMICS CHOICE ARCHITECTURE PERSUASION DESIGN PERSUASION APIS GRADUAL ENGAGEMENT SMART STORYLINES GAMIFICATION PICK-UP ARTIST TOOLBOX ...
*SO, NO NUDGE ISN’T NEW AT ALL. NEITHER IS GAMIFICATION.
)
HIVOS
Polle de Maagt @polledemaagt
Skip dessert, the responsible way. Next time you skip dessert, donate your dessert to charity. At Amsterdam-based Brikx, on the menu, there’s an option to skip dessert and donate ₏1,- to Boemerang, an organisation that helps handicapped children.
Polle de Maagt @polledemaagt
Why now?
Polle de Maagt @polledemaagt
1
Communication has changed ...
Peer to peer was never easier.
All information. Always. Everywhere.
Facebook, twitter and other platforms made There’s an information overload and it will communications between people easier than get even worse. Every company starts ever. pursuing a ‘content strategy’ (aka spamming the internet with useless content).
The rise of intermediaries.
Advertising still has impact, but smells funny.
The more information there is, the more people will need an extra ‘filter’ layer.
TV ads still work. Print ads still work. But oldskool advertising doesn’t always play that well with the new rules of conversational marketing.
Polle de Maagt @polledemaagt
2
... consumers and employees start to expect more ... Over-the-top-delivery Feeds negative conversations
Over-delivery Feeds positive conversations
Expectations level
Delivery
Set by pricing, brand, communications, previous experience, hearsay
No reason for conversations
Under-delivery Feeds negative conversations
Polle de Maagt @polledemaagt
3
Managers demand stuff that works ...
Polle de Maagt @polledemaagt
4
... and we’ve seen some mainstream attention.
Publications.
Gifted individuals.
Commercial integration.
Gamification experts.
Nudge (Thaler, Sunstein, 2009). Obliquity (Kay, 2010).
Rory Sutherland, the Danish Nudge Network and even market researchers like Tom de Ruyck (InSites Consulting).
Commercial integration isn’t new. Retail psychology/sociology, Nike plus
I now have over 5000 gamification experts in my LinkedIn network. They (predominantly) do am awesome job in overhyping gamification.
Polle de Maagt @polledemaagt
O T K BA C
nudge=sum(
ALL SMALL INTERVENTIONS THAT HELP PEOPLE ACT BETTER I PREFER ACTS OVER DECISIONS
)
Polle de Maagt @polledemaagt
Nike+ as a platform. Nike+ is a pretty simple tool that tracks your running performance. Through a receiver in your shoe that is connected to an iPhone, iPod or Nike watch. Or by just using the Nike+ iPhone app. It tracks your speed, location and distance. But that’s where the fun stuff starts: the mechanisms built on this infrastructure. Nike+ Take the City Challenging people to run create figures on top on the city; the Graffiti Challenge.
Goals & Challenges Remember people
Nike+ Paint with your feet Run-based art.
? Nike+ ? What’s next?
Nike+ Tag Play ‘tag’ with your friends.
| LOVE IT OR HATE IT?
Polle de Maagt @polledemaagt
The worst thing to ever happen to nudge. YES, I’M TALKING ABOUT NIKE+
Polle de Maagt @polledemaagt
The problem with Nike+ Normal running practice Heart rate training zones Interval training to increase speed Warming-up and cooling down Running-technique exercises Food and hydration Training schedule to improve performance ...
Nike+ified running
Reward people for distance Reward people for duration Reward people for speed Reward people for running more often Compare to average runners/age
SESAME-STREET-IFICATION OF EXERCISES
Polle de Maagt @polledemaagt
L A I C R E M COM
nudge=sum(
ALL SMALL INTERVENTIONS THAT HELP PEOPLE ACT BETTER ...
AND EVENTUALLY BUY THE STUFF YOU’RE SELLING.
)
Polle de Maagt @polledemaagt
Would this work? Would this make a difference in their tips?
For me, it all started with this bill.
Learn from IKEA’s experience management. SORRY, I HATE THIS WORD.
Polle de Maagt @polledemaagt
When you’re serious about prevention. A COOL SMOKE DETECTOR.
Polle de Maagt @polledemaagt
Social media for physicians. 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.
Polle de Maagt @polledemaagt
Avoiding the crowd, a true merry Christmas. Arrghhh ... the mobs that turn every shopping street into a Christmas-presents-war-zone. Amsterdam advertising agency THEY turned to some technology to easy the pain. Enter the Avoid the Shopping Crowds (mobile) site which detects crowds based on geo-tweets and Foursquare checkins ... and helps you to avoid them. A true merry Christmas.
Nifty detail THEY is Vodafone’s agency.
Location information How crowded is it? Very busy? Calm? All based on social media geo location data.
Detailed info Opening hours, crowd averages.
Polle de Maagt @polledemaagt
Running other routes Not the same round every day, but a route worth running.
Running further To run a decent figure, people needed to run further than they were used to.
Nike changed the way people run. A club worth joining Connected 24/7/365.
Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
Polle de Maagt @polledemaagt
Well, that poses some huge challenges.
Balancing common/ company good.
Finding the right nudges.
Balancing ads and acts.
Spotlights to make nudges impactful.
Explain it to your manager.
Nudges should help consumers. But there’s a thin line between being plain commercial and helping consumers.
You will need strong insight. Nudges are invisible. Plan for execution. Prototype.
Nudges alone won’t solve all your problems. Find the mix.
It is hard to implement nudges with a huge impact. So you might need to adopt spotlight tactics.
Talk excel.
COKE ZERO - UNLOCK YOUR 007
I HAVE NO CLUE WHATSOEVER.
Polle de Maagt @polledemaagt
Well, that poses some huge challenges.
Balancing common/ company good.
Finding the right nudges.
Balancing ads and acts.
Spotlights to make nudges impactful.
Explain it to your manager.
Nudges should help consumers. But there’s a thin line between being plain commercial and helping consumers.
You will need strong insight. Nudges are invisible. Plan for execution. Prototype.
Nudges alone won’t solve all your problems. Find the mix.
It is hard to implement nudges with a huge impact. So you might need to adopt spotlight tactics.
Talk excel.
Polle de Maagt @polledemaagt
What if nudge would meet loyalty? Now
Future?
Spend a dollar
Get a point
1000
Add conversation value? Add more random acts of kindness? Add programs and campaigns? Seduce consumers to talk more? Seduce consumers to buy more? Seduce consumers to a deeper relation?
YES, THAT’S QUITE THE CHALLENGE.
KLM SURPRISE
| LOVE IT OR HATE IT?
DUDE, WHERE’S MY SUITCASE?!
Polle de Maagt @polledemaagt
Pilots, vectors and change management. KLM onboard service evolution. 2010 SOCIAL CAMPAIGNS
2010-2011 SOCIAL SERVICE
2011-2012 SOCIAL PRODUCTS
2012-2013 A true social business
CAN YOU GUESS?
Polle de Maagt @polledemaagt
Well, that poses some huge challenges.
Balancing common/ company good.
Finding the right nudges.
Balancing ads and acts.
Spotlights to make nudges impactful.
Explain it to your manager.
Nudges should help consumers. But there’s a thin line between being plain commercial and helping consumers.
You will need strong insight. Nudges are invisible. Plan for execution. Prototype.
Nudges alone won’t solve all your problems. Find the mix.
It is hard to implement nudges with a huge impact. So you might need to adopt spotlight tactics.
Talk excel.
Balancing ads and acts.
November 2010 KLM Surprise
March 2011 Fly2Miami
May 2011 Tile & Inspire
First flight scheduled and sold through Twitter
120.000 tiles
September 2011 KLM Livereply 450 KLM volunteers 12 hours live
1 million+ tweets
+1500%
CAMPAIGNS.
Meet & Seat 24/7 servicing
PRODUCTS & ACTS.
CONTINUOUS CONTENT.
Don’t push. Create stuff worth sharing.
Tripplanner
Kazakhstan/Canada Social Sales
Polle de Maagt @polledemaagt
Well, that poses some huge challenges.
Balancing common/ company good.
Finding the right nudges.
Balancing ads and acts.
Spotlights to make nudges impactful.
Explain it to your manager.
Nudges should help consumers. But there’s a thin line between being plain commercial and helping consumers.
You will need strong insight. Nudges are invisible. Plan for execution. Prototype.
Nudges alone won’t solve all your problems. Find the mix.
It is hard to implement nudges with a huge impact. So you might need to adopt spotlight tactics.
Talk excel.
VOLKSWAGEN SPEED CAM LOTTERY
Polle de Maagt @polledemaagt
Well, that poses some huge challenges.
Balancing common/ company good.
Finding the right nudges.
Balancing ads and acts.
Spotlights to make nudges impactful.
Explain it to your manager.
Nudges should help consumers. But there’s a thin line between being plain commercial and helping consumers.
You will need strong insight. Nudges are invisible. Plan for execution. Prototype.
Nudges alone won’t solve all your problems. Find the mix.
It is hard to implement nudges with a huge impact. So you might need to adopt spotlight tactics.
Talk excel.
Polle de Maagt @polledemaagt
WHAT THE WORLD
WHAT YOU’RE
WHAT YOUR BOSS
THINKS YOU’RE DOING.
REALLY DOING.
THINKS YOU’RE DOING.
Parallel realities of your strategy.
Explain it to your manager. Questions? Femke.Schreuders@klm.com
KLM Social Business Dashboard > Global >
Summary July ’12
Overview of cumulated revenue from channels, products, services and content on a global level.
Flash Sales One-time effort to drive sales/bookings.
Total revenue & bookings
200
90
Revenue (mln €) +30 days Direct
150
80 67
43
50
40
15
10 10 0
100
15
JUL
AUG
48
55
20
20
20
20
SEP
OCT
30
30
NOV
50
43
-3%
FEB
36
Facebook Channels
APR
80
€873,50
JUN
JUL
0
An atypical month because of the Be My Guest campaign effect kicking in. General sales volumes stay the same.
-3%
Prediction for August ’12
20 Be My Guest
60%
40%
Launch of new Flash Sales tool might give us extra sales on Facebook channels and in Products / services.
Management & Other departments
Campaigns
Central dashboard Multiple data sources
Social team
65
About July ‘12
Central / local 27
60
400
200
MAR
-3%
25 0
JAN
Average revenue/sale
+30 days Direct 55
DEC
50
40
35
65
-3%
Highlighted revenues Revenue (mln €)
75
25
60
65
25
100
One-time effort to drive sales/bookings.
40
35
800
Be My Guest
50
67
100
600
65
73
80
55
48
43
90
95
86
73
80 40
86
80
Bookings Direct +30 days 100
95
Both realtime and automagically generated powerpoint decks for different internal stakeholders. *note: this slide shows mockup data :)
Polle de Maagt @polledemaagt
Please remember these three things.
nudge=sum(
RETAIL PSYCHOLOGY FRAMING LIBERTARIAN PATERNALISM BEHAVIORAL ECONOMICS CHOICE ARCHITECTURE PERSUASION DESIGN PERSUASION APIS GRADUAL ENGAGEMENT SMART STORYLINES GAMIFICATION PICK-UP ARTIST TOOLBOX ...
Nudge is not gamification
Questions? Femke.Schreuders@klm.com
KLM Social Business Dashboard > Global >
Summary July ’12
Overview of cumulated revenue from channels, products, services and content on a global level.
Flash Sales One-time effort to drive sales/bookings.
Total revenue & bookings
200
90
Revenue (mln €) +30 days Direct
150
80 67
)
43
50
15
10 10 0
100
15
JUL
AUG
48
55
20
20
20
20
SEP
OCT
Highlighted revenues
30
30
NOV
50
43
-3%
JAN
FEB
36
Facebook Channels
60
400 65 200
MAR
APR
JUN
JUL
0
80
€873,50
About July ‘12 An atypical month because of the Be My Guest campaign effect kicking in. General sales volumes stay the same.
-3%
Prediction for August ’12
Central / local 27
Nudge is the future (and the past) of brand interactions.
DEC
40
35
-3%
25 0
65 50
Average revenue/sale
+30 days Direct 55
25
60
65
-3%
Revenue (mln €) 75
35
100
One-time effort to drive sales/bookings.
40
25
800
Be My Guest
50
67
100
600
65
73
80
55
48
43
40
90
95
86
73
80 40
86
80
Bookings Direct +30 days 100
95
20 Be My Guest
60%
40%
Launch of new Flash Sales tool might give us extra sales on Facebook channels and in Products / services.
Campaigns
Nudge is pretty hardcore.
Polle de Maagt @polledemaagt
48 DO SOMETHING WITHIN
HOURS AFTER THIS SESSION.
LET ME KNOW WHAT YOU DID. Polle de Maagt polle@polledemaagt.com www.polledemaagt.com