ambassadors: your brand's new social network - readypulse & womma webinar

Ambassadors: Your Brand’s New Social Network

1

Speaker: Dennis O’Malley ReadyPulse CEO @dennis_omalley

2

Moderator: Lauren Gould ReadyPulse Marketing Manager @laurenmgould  

Speaker: Chelsea Hickey WOMMA Marketing & Membership Manager @ChelseaRhane

Ambassadors: Your Brand’s New Social Network

3

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  

4

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 membership@womma.org

WOMMA Governing Members +200 Members WW

5

Ask Questions

6

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

7

Pulse Marketing Suite Enterprise Class SaaS Platform

8

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.

9

How has social changed the WOM

landscape?

10

2010-2013 2014+

We call “Social WOM” – Social Proof Huge Impact for Consumer Decision Journey

11

=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…  

12

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

13

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

15

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?

16

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?

18

www.chiefmartec.com

19

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

20

Ambassadors

Influencers

Advocates

What’s a digital marketer to do?

21

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

23

24

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?

25

Brand Ambassadors are “the right” people to break, tell, and carry your brand or product story

26

How do I identify my brand ambassadors?

27

28

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

29

Marketing Success

CONNECTORS

Naturally social, well connected, knack

for making introductions

MAVENS

Information specialists, solve problems, share

knowledge

+ =

Brand Ambassador Identification: People

30

• Best Customers • Digital Influencers • Fans • Employees • Athletes • Celebrities

Brand Ambassador Identification: Qualities

31

• 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?

32

33

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?

34

35

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

36

•  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

38

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

39

The more socially savvy the athlete the more buzz, and revenue they will drive for your brand.

40

Athlete Sponsorship: Fundamental Shift

How do I make my brand ambassador

program successful? 41

Consistent Engagement With Brand Ambassadors

42

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

46

How do I leverage my best ambassadors to drive more engagement, conversions,

and revenue? 47

48

49

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?”

50

51

Thanks for Attending!

dennis@readypulse.com lauren@readypulse.com

@womma womma.org