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How to leverage ambassadorship?Social Media Summit
Patrick De Pauw@patricksoseCEO Social Seeder
Social Media Summit I AMBASSADORSHIP
?“ DO YOU STILL BELIEVE THAT PEOPLE WATCH TRADITIONAL ADS? ”
Social Media Summit I AMBASSADORSHIP
” THEY AREN’T EVEN PAYING ATTENTION TO THE ROAD ANYMORE! ”
Social Media Summit I AMBASSADORSHIP
12 %
ORGANIC REACH
20133 %
2016
Social Media Summit I AMBASSADORSHIP
“ LET’S POST CONTENT ON SOCIAL MEDIA ”
“ PAY TO PLAY ”
1000 reach
2010 2013 2017
1000
Fol
lowe
rs
17 reach500 reach
Social Media Summit I AMBASSADORSHIP
“ THEN VIA INFLUENCERS ”
Social Media Summit I AMBASSADORSHIP
“ THEN VIA INFLUENCERS ”
BRAND
INFLUENCERS
$$
Social Media Summit I AMBASSADORSHIP
X
“92% says friends & family are most influential to their behavior.”
Social Media Summit I AMBASSADORSHIP
92%
36%Social Media Summit I AMBASSADORSHIP
?” HOW TO GET WORD OF MOUTH TO BE DIGITAL? ”
Social Media Summit I AMBASSADORSHIP
HIGHER EFFECTIVENESS
BROADER REACH
HIGHER IMPACT
MORE ENGAGEMENT
“ LEVERAGE AMBASSADORSHIP ”
Social Media Summit I AMBASSADORSHIP
“ WHO IS AN AMBASSADOR? ”
VS
Social Media Summit I AMBASSADORSHIP
1 AMBASSADOR
SHARES ON2,4 NETWORKS
REACHES317 PEERSINFLUENCES 4,96% TO CLICK ON BRANDED CONTENT
“ WHY AN AMBASSADOR? ”
Social Media Summit I AMBASSADORSHIP
An ambassador is an internal or external person who loves to spread
the word about your brand on a “voluntary” basis.
Social Media Summit I AMBASSADORSHIP
“ WHY AMBASSADORSHIP? ”
50,000 FOLLOWERS 1,500 REACHED3% ORGANIC REACH
5 AMBASSADORS 1,500 REACHED317 PEERS REACH PER AMBASSADOR
WHEN YOUR COMPANY SHARE CONTENT ON YOUR SOCIAL MEDIA
WHEN YOUR AMBASSADORS SHARE YOUR CONTENT ON SOCIAL MEDIA
Social Media Summit I AMBASSADORSHIP
STRATEGY TO DEPLOY ON AN AMBASSADOR PROGRAM
Social Media Summit I AMBASSADORSHIP
OBJECTIVES TARGET GROUPS CONNECTION FUNNEL CONTENT ACTIVATION FRAMEWORK
Social Media Summit I AMBASSADORSHIP
“ OBJECTIVES ”
AWARENESS
IMAGE
CONVERSION
RETENTION
…
Social Media Summit I AMBASSADORSHIP
“ TARGET GROUPS ”
BRANDAMBASSADORS
INFLUENCERS
BLOGGERS
FANS / PARTNERS / BRAND LOVERS
EMPLOYEESLOW
HIGH
COSTSIMPA
CT
Potential AmbassadorsPotential Ambassadors LuxuryRECOMMENDATION
IMAGE
LOCAL
GLOBAL
“ CONNECTION FUNNEL ”
SEEDERS POWER AMBASSADORSLATENT
RECEIVE ENGAGE SHARE INPUT BECOME ONE
VIEWDISCOVER
LIKEFOLLOW
RETWEETREBLOG
COMMENTHASHTAG CREATE
I KNOW I LIKE I SEED I ACT I FEED
Social Media Summit I AMBASSADORSHIP
“ CONTENT: STRATEGY’S FUEL ”
CONTENT
CHANNELSAMPLIFICATION
RELEVANTADAPTEDTARGETED
Social Media Summit I AMBASSADORSHIP
“ LOOK FOR THE CONTENT SWEET SPOT ”
YOURCOMPANY
YOURCONTENT
Social Media Summit I AMBASSADORSHIP
Social Media Summit I AMBASSADORSHIP
” 9 OUT OF 10 POSTS SHOULD NOTBE ABOUT YOUR PRODUCT ”
Social Media Summit I AMBASSADORSHIP
HUMANINTEREST
PRODUCTMARKETING
EXPERTISE
BEHIND THE SCENES
TOP TOPICALS
ANTICIPATEACTUALITY
THIRD PARTY CONTENT“NEW(S)”!
NOSTALGIALOCALCONTENT
RECRUITMENT
MESSAGE
SHAREREACH
LEARN & OPTIMISE
ACTIVATIONFRAMEWORK
Social Media Summit I AMBASSADORSHIP
OUR PLATFORM ON
Social Media Summit I AMBASSADORSHIP
1
2
3HARVESTKeep track of the results of your ambassadors sharing your brand messages in real time.
ACTIVATEYour ambassadors easily share (seed) your predefined message through their social networks.
RECRUITAsk your colleagues, clients, fans & family to enroll in your ambassador program.
SOCIALSEEDER
Social Media Summit I AMBASSADORSHIP
CASE: SOCIAL SELLINGBELFIUS
Campaign: employee advocacy Ambassadors: 1000 people Frequency: 1-2 per month Seeder: +/- 30% Social Media: 55% Facebook, 15% Twitter, 30% Linkedin
HEC LIEGE I AMBASSADORSHIP
CASE: HRDATAFLOW
Campaign: Job post Ambassadors: 47 (33 active) Impact: 1989 hits, 46 applications, 15 interviews, 2 new hires Gamification: best seeders get team building budget Conclusion: Great ROI with high engagement
HEC LIEGE I AMBASSADORSHIP
CASE: GO! onderwijs
Campaign: Iedereen is VIP Ambassadors: 1653 Impact: 24% Seeders, 2100 hits, 37185 Reach Goal: Community
HEC LIEGE I AMBASSADORSHIP
TAKE AWAYS
Social Media Summit I AMBASSADORSHIP
1 Ambassador = 317 persons reached
Ambassadorship is a crucial strategic choice
Difference between a fan and an ambassador is just 1 question away
Social Media Summit I AMBASSADORSHIP
1 message shared by an ambassador = 5 times more impact
Make a content calendar
Think of content, use social selling, recruitement, storytelling, event promotion
Active support of management is crucial
Social Media Summit I AMBASSADORSHIP
?QUESTIONSSocial Media Summit I AMBASSADORSHIP
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