polle-de-maagt-2012-10-30-danishnudgenetwork-nudge

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

Twitter

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

Twitter

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