Social Media Forum 2013 DearMedia

The Power of Online Ambassadors

Social Media Forum

@jcaudron

Jo Caudron °1968

Founder & CEO

Digital Consulting Firm

Co-Founder

Social Media Campaigning Platform

President

Situation: Traditional media are suffering from

digital transformation… !

Yet most online content gets low (organic) reach

ROI?

We can use key influencers

Or other forms of sponsoring

Is this authentic? What’s the alternative?

Solution: Activate your real ambassadors

on social media

Internal... Employees

External... Clients, fans,…

Situation: Most of them don’t actively share

on social media. And therefore need to be activated.

Interest Love Advocacy Cocreation

Receive Engage Share Input Become one

Collaboration

The connection funnel

LATENT MANIFEST

Interest Love Advocacy Cocreation

Receive Engage Share Input

Collaboration

Become one

The connection funnel

LATENT MANIFEST

Interest Love Advocacy Cocreation

Receive Engage Share Input

Collaboration

I’m here Not here

Become one

The connection funnel

LATENT MANIFEST

Interest Love Advocacy Cocreation

Receive Engage Share Input

NEED FOR ACTIVATION

Collaboration

A matter of asking.

Become one

Ambassadors are overloaded with intensive tasks (writing stories, creating movies, …). !Asking them to just seed your (brand) message is the easiest form of ambassadorship. !Yet it is highly effective !

LATENT MANIFEST

Interest Love Advocacy Cocreation

Receive Engage Share Input

NEED FOR ACTIVATION

Collaboration

Don’t be demanding from the start.

Become one

Interest Love Advocacy Cocreation

Receive Engage Share Input

LATENT MANIFEST

Many people Low threshold

Few people High threshold

Collaboration

Become one

Interest Love Advocacy Cocreation Collaboration

Receive Engage Share Input

Social Media strategy

Content Marketingstrategy

LATENT MANIFEST

NEED FOR ACTIVATION

Become one

Ambassador strategy

Practical: How do you start?

Strategy

Mature Experimental

Corporate/Brand Strategy

Online Strategy

Social Strategy

Ambassador Strategy

Identify Trigger Social objects Timing Roll-out

Employees belonging pride

define your „social objects”

define a frequency

!ambassador

segmentation & planning

think about a community manager

!install your

tool-setClients, fans,…

exclusivity status

rewards

In practice

Identify Trigger Social objects Timing Roll-out

Employees belonging pride

define your „social objects”

define a frequency

!seeder

segmentation & planning

think about a community manager

!install your

tool-setClients, fans,…exclusivity

status rewards

1. Social Audit 2. Seeding calendar 3. Social Seeder

In practice

Invitation email. A selected group of

ambassadors gets an email, inviting them to participate in a

specific seeding campaign. !

Landing page. The link in the email leads to a landing page. There, people can choose on which platform they want to seed the message. They are free to participate and are

free to seed the message on one or multiple platforms.

!

Seeding. People can add a personal note

and the message is posted to the platform of choice. In the

backend, conversion is tracked in a live dashboard.

http://www.socialseeder.com

Live tracking the full impact of the seeding campaign, per seeder, per social network, ...

Measuring the impact

Case: Bloovi

!Recruiting

ambassadors

http://www.bloovi.be/

50 people

subscribed

You don’t need thousands of ambassadors.

Seeding mails

„With each seeding campaign we easily reached extra traffic of over 800 people to our website. On top of our normal traffic of

that day. ”

Thomas Van den Elzen - Community Manager

Thanks ;-)

@jcaudron jo@dearmedia.be 00 32 475 43 80 98

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