social media forum 2013 dearmedia
DESCRIPTION
Presentation of DearMedia - Jo Caudron for the Social Media Forum 2013 DigimediaTRANSCRIPT
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
About DearMedia
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