why brands should focus on working with brand ambassadors in stead of investing thousands of euros...
TRANSCRIPT
SOCIAL MEDIA MARKETING
WORK SHOP BIKE VALLEY
“ Marketing used to be simple! One message,
drinking and smoking heavily… "Ambassador marketing, Smarketing, influencers, brand ambassadorship, Word-of-
mouth, WOM, credibility, sales, growth hacking, brand ambassadors, marketing, B2B,
B2C, referrals
Tsunami of INFORMATION
76% of people don’t believe advertisements to be true
Yankelowich
Only 14% of respondents could remember the last ad they say and identify what was being promoted
arstechnica.com
BLOCKED !
TRUST
0%Looking for a solution
100%I buy from your brand
I did lots of research before I contacted a sales rep from your brand.57%
70%
Earned mediaRecommendations from people I know
Consumer opinions posted online
83%
66%
Owned mediaContent Marketing
Search Engine Ads
54%
38%
Social Media Ads34%
SOURCE
Nielsen Global Trust in Advertising Survey
September 2015
The average buyer is 57% to 70% through the purchase decision before engaging with a supplier sales rep.
4.7% OF YOUR CUSTOMERS GENERATE 100% OF WOMM
BRAND LOYALTY
SIZE
OF
MAR
KET
New customers
Existing customers
Little Brand Affinity
Brand ambassadors
Most brands focus here!
You should focus here!
SOURCE
MackCollier.com
TONS OF DATA
LOYALTY
ADVOCACY
VS
Rewarding consumers who LIKE your brand for
their TRANSACTIONS.
Rewarding consumers who LOVE your brand for SOCIAL ACTIONS.
How brands talk …
How brands should talk …
Facebook Twitter LinkedIn
“ Brands are no longer talking at consumers,they are talking with them. “
My Hidden Treasure Social Amplification Case
1200 8000+
user-generated but inspiring social “ads”
number of total social shares
media budget of campaign
€0
“ The number one priority
according to CMOs
is enhancing customer
loyalty/advocacy. “ ( IBM )
“ If you haven't put structure and process around
ambassador marketing, start now. “
Richard FoutsGartner
83% of consumers are willing to refer after a positive experience
— yet only 29% actually do
Texas Tec
THE IDEAL PROCESS according to us
0102
0304
IDENTIFYambassadors BUILD
relationships
ACTIVATEyour ambassadors
ANALYSEthe numbers
01
IDENTIFYambassadors
How likely is it that you would recommendBONGO to a friend or colleague ?
Net Promoter Score (NPS) % Promotors - % Detractors
0 1 2 3 4 5 6 7 8 9 10
Detractors Passives Promoters
01
IDENTIFYambassadors
How likely is it that you would recommendBONGO to a friend or colleague ?
Make them comfortable with the program. Remember, they just said “Goodbye” to their
single life!
From dating to getting married
You started “dating” your ambassadors, but you can’t
expect them to say “Yes” when you ask them to marry you
from day one.
03
ACTIVATE your ambassadors
Write your most personal BONGO story.
Incentives: cash is not king, it’s about relationships
03
ACTIVATE your ambassadors
PUBLISH RATEwith incentive 22.7%
without incentive 22.9%
1 / 4Creates Stories
“ Comparison websitesare the new SEO juice. “
SEOjuice
4%Event
LINK WITH OFFLINE
16%Contest
participation
11% Succes shouts
03
ACTIVATE your ambassadors
“ Komaaaaaan Catherine!!! De kick van je leven! Believe me!!! De vrije val is bangelijk,
maar de hemelse rust daarna... ZA-LIG!! Succes! You can do it!! X. “ ( Sabine Dullars )
03
ACTIVATE your ambassadors
BRANDAMBASSADORS
Our customers can track their ambassadors and all social challenges they participate in.
Allowing them to learn from the numbers, rinse and repeat.
04
ANALYSEthe numbers
0101100101110110110101 1110110101000101001011 10101 101 10101000111 110 1 100 01010010010 100 0 001 101011 1110 1 1 1 011 101001 1010 0 0 0 100 010110 0101 0 1 0 101 010101 0101 1 1 0 011 001100 1100 1 0 1 010 10 010 1010 0 0 1 100 11 001 1001 1 1 1 11 10 001 1010 0 0 0 00 01 110 010 0 1 0 01 01 101 010 1 0 11 00 100 110 1 10 10 010 101 1 00 11 001 100 0 10 10 101 101 0 00 11 001 100 1 11 11 111 111 0 00 00 000 000 1 10 01 100 110 1 11 01 1 1 010 0 1 11 0 0 101 1 0 01 1 0 011 1 1 11 0 0 111 0 1 00 1 1 01 1 1 10 0 1 10 0 0 00 1 1 10 0 0 11 0 1 10 1 0 0 1 1 01 1 1 1 0 10 0 1 1
CONCLUSION
Let’s take a closer look
Network: GuestBikeValley
Password: BikeValley
AMBASSIFY Pieter Moens Head of Sales +32 477 75 89 79
@pirreke @ambassify www.linkedin.com/in/pietermoens