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ECOMMERCE SUMMIT PATRICK DE PAUWSOCIAL SEEDER
The Business Importance ofONLINE AMBASSADORSHIP
?Patrick De PauwHead Ambassador Social Seeder18 yrs commercial director
PRESENTATION I
?“ DO YOU STILL BELIEVE THAT PEOPLE WATCH TRADITIONAL ADS? ”
PRESENTATION I
” THEY AREN’T EVEN PAYING ATTENTION TO THE ROAD ANYMORE ! ”
PRESENTATION I
NEWS FLASH: THE WORLD IS CHANGING
PRESENTATION I
PRESENTATION I
Mobile
Social
DigitalAnalog
Internet
THE SPEED OF CHANGE
MARKETERS RUIN EVERYTHING
PRESENTATION I
I’ve been one for 18 years ;-)
PRESENTATION I
Mobile
Social
DigitalAnalog
Internet
“ HOW DID ONLINE ADVERTISING WORK FOR YOU? ”
S
PRESENTATION I
2015 average CTR on banner ads 0.06%
” LET’S POST CONTENT ON SOCIAL MEDIA! ”
12 %
ORGANIC REACH
20133 %
2015
PRESENTATION I
AND WE STILLINVEST IN THIS?
PRESENTATION I
And, a lot!
We believe in AMBASSADORSHIP
PRESENTATION I
“ WHO IS AN AMBASSADOR?”
PRESENTATION I
An ambassador is an internal or external person who loves to spread the word about your brand on a
voluntary basis.
“ WHO IS AN AMBASSADOR?”
PRESENTATION I
VS
“ WHY AMBASSADORSHIP?”
PRESENTATION I
84% says friends & family are most influential to their behavior
“ WHY AMBASSADORSHIP?”
PRESENTATION I
Who do you believe most?
“ WHY AMBASSADORSHIP?”
PRESENTATION I
“ WHY AMBASSADORSHIP?”
PRESENTATION I
BUT IT IS MORE THAN A GIMMICK…IT’S BUSINESS CRITICAL!
PRESENTATION I
1 AMBASSADOR
SHARES ON2,4 NETWORKS
REACHES317 PEERSINFLUENCES 4,96% TO CLICK ON BRANDED CONTENT
PRESENTATION I
“ WHY AMBASSADORSHIP?”
“ WHY AMBASSADORSHIP?”
PRESENTATION I
50,000 FOLLOWERS 1,500 REACHED3% ORGANIC REACH
5 AMBASSADORS 1,500 REACHED317 PEERS REACH PER AMBASSADOR
WHEN YOU SHARE CONTENT ON YOUR SOCIAL MEDIA
WHEN YOUR AMBASSADORS SHARE YOUR CONTENT ON SOCIAL MEDIA
“ WHY AMBASSADORSHIP?”
PRESENTATION I
MORE ENGAGEMENT
EXTERNAL AMBASSADORS
AMBASSADORSHIP = ENGAGEMENTCUSTOMER ENGAGEMENT =
RETENTION
INTERNAL AMBASSADORS
➜ AMBASSADORSHIP = ENGAGEMENTEMPLOYEE ENGAGEMENT =
MOTIVATION➜ ➜
➜
➜ ➜
A LOYAL CUSTOMER = A RETURNING CUSTOMER
A HAPPY EMPLOYEE = A PROFITABLE EMPLOYEE
?PRESENTATION I
HIGHER EFFECTIVENESS
BROADER REACH
HIGHER IMPACT
MORE ENGAGEMENT
Traditional marketing isn’t enough
You’re not the only one spreading the news
People are far more likely to trust messages fromfriends over any type of brand communication
People really feel part of the cause
“ WHY AMBASSADORSHIP?”
HOW DO WE DO THIS?
PRESENTATION I
?THE CONNECTION FUNNEL
PRESENTATION I
LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
Become one
Source: Duval Union Consulting
?1. ASSESS THE STAGE OF YOUR AMBASSADORS
PRESENTATION I
LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
Become one
Source: Duval Union Consulting
?2. ACTIVATE YOURAMBASSADORS
PRESENTATION I
LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
Become one
Source: Duval Union Consulting
NEED FORACTIVATION
A matter of asking
RECRUITMENT
MESSAGE
SHAREREACH
LEARN & OPTIMISE
OURSOCIAL WHEEL
PRESENTATION I
YOU CAN DO THIS ON YOUR OWN
PRESENTATION I
But we’ve built something better ;-)
S
RECRUIT & INVITEAMBASSADORS
1
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S
CREATESHAREABLECONTENT
2
PRESENTATION I
S
PREPARE THEMESSAGE FOR YOUR AMBASSADOR
3
PRESENTATION I
S
ACTIVATE YOURAMBASSADORS
4
PRESENTATION I
A matter of asking
S
AMPLIFY YOURBRAND MESSAGE
5
PRESENTATION I
S
MEASURE THESEEDING RESULTS
6
PRESENTATION I
S
BOOST YOURAWARENESS
7
PRESENTATION I
S
RECRUIT & INVITEAMBASSADORS
1
PRESENTATION I
S
CREATESHAREABLECONTENT
2
PRESENTATION I
RECRUITMENT
MESSAGE
SHAREREACH
LEARN & OPTIMISE
OURSOCIAL WHEEL
PRESENTATION I
TAKE-AWAYS
PRESENTATION I
- TRADITIONAL MARKETING ISN’T ENOUGH- 5 AMBASSADORS = 50.000 Facebook FANS- AMBASSADORSHIP IS BUSINESS CRITICAL- IT’S A NEVER ENDING STORY, IF DONE WELL
SOME OF OUR AMBASSADORS
PRESENTATION I
?QUESTIONSPRESENTATION I
PRESENTATION I
