ambassadors: your brand's new social network - readypulse & womma webinar
TRANSCRIPT
Ambassadors: Your Brand’s New Social Network
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Speaker: Dennis O’Malley ReadyPulse CEO @dennis_omalley
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Moderator: Lauren Gould ReadyPulse Marketing Manager @laurenmgould
Speaker: Chelsea Hickey WOMMA Marketing & Membership Manager @ChelseaRhane
Ambassadors: Your Brand’s New Social Network
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ü Why brand advocacy is crucial for your 2015 marketing strategy
ü What qualities to look for when recruiting the best brand advocates for your brand ambassador program
ü How to create an online branded community to increase brand authenticity, trust, and loyalty
ü How to measure the effectiveness of your ambassadors to determine your most influential advocates
ü How to leverage your best advocates in your marketing to drive more engagement, conversions, and revenue
This webinar will be recorded and available to WOMMA Members on www.womma.org
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WOMMA, http://www.womma.org, is the official trade association in the word of mouth and social media marketing industries. WOMMA and its members are committed to developing and maintaining appropriate ethical standards for marketers and advertisers engaging in such marketing practices, identifying meaningful measurement standards, and defining "best practices" for the industry. WOMMA benefits are extended to your entire staff including marketing, social media, digital, advertising, legal, ethics/compliance and consumer research departments. Want to learn more about WOMMA? Contact [email protected]
WOMMA Governing Members +200 Members WW
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Ask Questions
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Questions may be asked at any time during the session. Use the Question Tab in the GoToWebinar control panel or tweet to #WOMMwednesday to submit Will leave 10 minutes at the end to address all questions
WE DELIVER SOCIAL PROOF ON DEMAND & @ SCALE
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Pulse Marketing Suite Enterprise Class SaaS Platform
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For Digital Marketers in e-Commerce Brand and Retailers
Pulse Ambassadors Recruit, Manage, and Activate your
opt-in Ambassadors to generate high
quality and relevant content for
digital marketing, product launches,
and e-commerce.
Pulse Stories Easily identify the coolest, most –
engaging photos, videos and testimonials
generated by ambassadors and influential
customers to user
in your marketing campaigns.
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How has social changed the WOM
landscape?
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2010-2013 2014+
We call “Social WOM” – Social Proof Huge Impact for Consumer Decision Journey
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=12X
DIGITAL INFLUENTIALS
SOCIAL PROOF * UP TO 50%
SOCIAL PROOF = PRIMARY INFLUENCE
OF
PURCHASES *
200M+ US Digital Shoppers
Take 100M+ Social Photos Daily
Spend $1B+ a day on
e-Commerce
* McKinsey
Hence our Marketing Budgets Follow…
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U.S. marketers spend an
average of 2.5% of their total company revenue on digital
marketing activities *www.gartner.com
Worldwide social network ad
spending reached $16.10 billion in 2014 *www.emarketeer.com
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Word of Mouth is so powerful that it’s the most trusted source of product, content, and experience information for almost every consumer in the world.
Why is brand advocacy crucial for your 2015 marketing
strategy? 14
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Trust is 58% higher for experts and peers when forming opinions about brands
Credibility 90% of internet users consider consumer recommendations to be the most redible form of advertising
Engagement 67% of shoppers spend more online after recommendations from an online community of friends
Impressions 65% of consumers need to be exposed to something 3-5 times before they believe it’s true
*The Power of Brand Advocacy Ciceron Nov. 2013
Social Advocacy: How does social engagement with customers effect your brand buzz?
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32% of Advocates
recommend 10 or more brands per
year
18% of brand advocates have more than 500
people in their networks
50% of advocates
recommend a brand because they had a
good experience with a product or service
*The Power of Brand Advocacy Ciceron Nov. 2013
Social Advocacy: How does social engagement with customers effect your brand buzz?
Social Advocacy: Why Do Millennials Engage with Brands on Facebook?
17 *Millennials Transform Social Commerce: Hashtag “Buy” Buttons? Nora Ganim Barnes, Ava M. Lescault Center for Marketing Research University of Massachusetts Dartmouth December 2014
84% 83% 66% 31% liked a company’s
Facebook page did so as a way to show their support for the brand.
who have liked a company’s Facebook page did so to receive updates
Of Millennials who have liked a company’s
Facebook page did so to get coupons and discounts
purchased a product after liking it on Facebook
40% 36% 31% 17% To research brands when
looking for specific products/service
Seeing my friends are always a fan/follower
Someone recommended me to like/follow brand
purchased a product after tweeting about it
Paid, owned, and earned advocacy?
Advocates, Influencers, Ambassadors?
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www.chiefmartec.com
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The brand is paying influencers to spread
their message.
The brand is the original content creator.
Influencers post about your brand
because they are advocates. The influencers give the brand the rights to use their content at
no cost.
Everyone’s Mix & Focus is Different
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Ambassadors
Influencers
Advocates
What’s a digital marketer to do?
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22 Activation Identification Marketing & Commerce
Successful Strategies
1. Determine what desired end result is (impressions, engagement, sales)
2. Develop Multiple Campaigns to support Strategies
3. Set Benchmark and Measure Results
4. Start Small, Start Easy, Seed the Campaigns
5. Go Multi Channel, Mobile App, Text, Email, On-Site, Retailers In-Store
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Successful Strategies
1. Determine what desired end result is (impressions, engagement, sales)
2. Develop multiple campaigns to support strategies
3. Set benchmark and measure results
4. Start small, start easy, seed the campaigns
5. Go multi channel, mobile app, text, e-mail, on-site, retailers in-store
Why do I need brand ambassadors?
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Brand Ambassadors are “the right” people to break, tell, and carry your brand or product story
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How do I identify my brand ambassadors?
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For today’s marketer the mission is pretty simple: find a bunch of digital influencers, give them something to do, sit back, and watch your sales increase.
The Tipping Point: Gladwell’s Model
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Marketing Success
CONNECTORS
Naturally social, well connected, knack
for making introductions
MAVENS
Information specialists, solve problems, share
knowledge
+ =
Brand Ambassador Identification: People
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• Best Customers • Digital Influencers • Fans • Employees • Athletes • Celebrities
Brand Ambassador Identification: Qualities
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• High Social Audience Engagement Rate • Consistent High-Quality Photos • Positive Toward the Brand • Creative • Established Presence (Online or Offline)
How do brand ambassadors help you market your products?
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Facebook attempts to surface organic content it believes you will find most interesting, but you often miss some of the best content. With your own brand ambassador network you will see all content, in the best order.
How do I recruit brand ambassadors?
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The majority of ambassador recruiting happens on social, engaging with them on their networks shows you are listening and care about what they have to say.
Brand Ambassador Recruitment
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• Use customer data to identify loyal customers • Social listening • Pulse Score • Over achieving employees • Social promotions • Newsletter campaigns • Survey
Do you know the worth of your best
customers? 37
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Of marketing leaders don’t know how
much their customers are worth
Potential increase in sales from identifying and maximizing top
value customers
66% 17%
*What does it mean to be customer centric? Monetate 2014
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The more socially savvy the athlete the more buzz, and revenue they will drive for your brand.
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Athlete Sponsorship: Fundamental Shift
How do I make my brand ambassador
program successful? 41
Consistent Engagement With Brand Ambassadors
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On-Demand Campaigns • Show off your style • Submit a visual product review • Try a new recipe with brand
ingredients
Communication • Survey your ambassadors • Email segmented groups • Allow ambassadors to collaborate
with each other
Exclusivity • Invite Ambassadors • Incentivize/Send Products • Referral Program
Personal • Remember special events • Communicate on their own social
network • Recognize those putting in the
extra effort
How do I increase brand authenticity, trust,
and loyalty? 43
How do I measure the effectiveness of my
ambassadors? 45
# of Ambassadors
Impressions
Engagement
Emails
Conversions
Campaign Adoption
Content Produced
Content Used
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How do I leverage my best ambassadors to drive more engagement, conversions,
and revenue? 47
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we have the answers to all your questions, and more
“How do I turn my ambassador program into a brand
community?”
“Is there a tool to manage my brand ambassador
program?”
“Do I have to give my ambassadors free products?”
“How do I know which ambassador photo to use?”
“What incentives work best?”
“Can brand ambassadors really
increase sales?”
“Do I need a multi-million dollar budget to create and manage
my program?”
“How do I know who my best ambassador is?”
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