how to find your ambassadors through user generated content and your own database
Post on 22-Feb-2017
35 Views
Preview:
TRANSCRIPT
HOW TO BUILD AN ADVOCATE ARMY
Ambassify - Customer-driver growth
TODAY’S STRUGGLES
“ Marketing used to be simple! One message,
drinking and smoking heavily… "
Tsunami of INFORMATION
A brand is no longer what we tell the customer it is -
it is what customers tell each other it is
Scott Cook
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 !
4.7% OF YOUR CUSTOMERS GENERATE 100% OF ONLINE WORD-OF-MOUTH MARKETING
TONS OF DATA
WHERE TO START SOME USE CASES
My Hidden Treasure Social Amplification Case
1200 8000+
user-generated but inspiring social “ads”
number of total social shares
media budget of campaign
€0
TONS OF DATA
In just a few weeks, WPG managed to gather 4.126 entries through an inter-active quiz challenge, nicely integrated
into the offi cial website, celebrating the 70th anniversary of Suske & Wiske.
WPGA Large European Publisher
StrongSocial Impact
4.126BuboBox allowed us to communicate in a cre-ative way about the 70th birthday of our strip heroes "Suske and Wiske" - and to enrich our
email database
41%NEWSLETTER
Opt-in emails
- TORSTEN VAN GOSSUM -
Digital Marketeer @ WPG Publishing
HIGH RATES THROUGH SOCIAL MEDIAWithout paid media
ENTRIESDatabase enrichment
INSTAGRAMSuske & Wiske + WPG
TWITTERSuske & Wiske + WPG
ROLL-OUT ON EXISTING PLATFORMS ONLY
+40K FANS ON FACEBOOKFans of diff erent generations
WEBSITEThe offi cial website
How brands talk …
How brands should talk …
Facebook Twitter LinkedIn
“ Brands are no longer talking at consumers,they are talking with them. “
HOW TO FIND THEM IN YOUR HUGE DATABASE?
4.7% OF YOUR CUSTOMERS GENERATE 100% OF ONLINE WORD-OF-MOUTH MARKETING
TONS OF DATA
your database
follow passively
ignore orunsubscribe
interact &engage
YOUR AMBASSADORS
SOME EXAMPLES
Share Poll NPS
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 ?
01
IDENTIFYambassadors
Other possibilities as well, such as
Social Share
Poll Rate
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
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
AMBASSIFY Pieter Moens Head of Sales +32 477 75 89 79
pieter@ambassify.com
@pirreke @ambassify www.linkedin.com/in/pietermoens
top related