the embassy media kit

7/30/2019 The Embassy Media Kit

1/30

Monday, May 30, 2011


2/30

the world is changing,and we are growing

up with it



3/30



4/30

contents

Learn more

Brand AmbassadorsSocial Media & Opinion Leaders

About The Embassy Community ProfileNetwork FeaturesEngagement Mechanics

How it WorksPoints

Brand OpportunitiesParticipation

Campaign

PartnershipPolls & Focus GroupsIntegration



5/30

the brand ambassador is a marketing model that employstrusted, credible personalities to promote and give greatervisibility to its brand products. But outside of the traditional, bigmoney advertising world, where famous actors or sport starsare utilized as "ethical" promotional promoters of uniqueevents or services, the idea of a new kind of brandambassador, a grassroots conceived-one, has yet to trickledown the marketing strategies adopted by successfulcompanies.brand ambassadors are similar to brand evangelists in thatthey also have a vested interest in seeing their favorite brandsucceed. It's not so much that they attempt to influence othercustomers to buy a product, but that they share their passionfor a brand with their fellow customers.

facebook.com/thegrooveboxx twitter.com/thegrooveboxx linkedin.com/thegrooveboxx

Brand ambassadors



6/30

A company markets to customers in order tosel l more products , whereas brandambassadors attempt to relay their passion for abrand to other customers.

The Brand Ambassador is an advertising

model that leverages the authority and credibility of online personalities to create a powerful directmarketing strategy. A respected followedauthority, a blogger or small publisher targeting aspecific audience niche can be a much moreeffective vehicle for marketing communicationthat the most expensive advertising campaign.

Brand ambassadors



7/30

Behind every press release, Web page,and social-networking account is aperson. But when people hide behindorganizational brands, it reduces theauthenticity and transparency that people citizens, customers, fans have become

accustomed to seeing in the emergingWeb 2.0 media world.N e w s o c i a l t o o l s a n d n i c h eco mmu n ica t io n s in s t ead a l lo wcommunicators to connect with theiraudiences on a more personal level and

develop what has been called ambientintimacy..

Brand ambassadors



8/30

Ambient Intimacy

Robin Dunbars of maximum number of individuals

355

Ambient intimacy is about being able to keep in touch with people with a level ofregularity and intimacy that you wouldnt usually have access to, because time

and space conspire to make it impossible -Leisa Reichelt

the reason behind facebooks loss of social relevance

500



9/30

Through social software, these brandambassadors have the potential topromote messages through what Icall indirect, intimate influence.Brand ambassadors ideally listen andlearn from ongoing conversationsand then engage in them, formingbidirectional interactions.Ideally, they also talk about more than

just their brands on social networks. A good ambassador will also talkabout other aspects of his or her life,

to the point that followers eventually begin to see the brand ambassadoras something of a trusted friend.

Opinion Leaders



10/30

The influence of opinion leaders isobviously leveraged by social media, so ifbrands approach these people in a correctway and ask them to join forces then wecan expect some serious fireworks.

A brand's social presence should be keptalive and nothing's more alive than a realperson with friends, activities and stuff totalk about. It's hard for a brand to act likea person, but a brand can support a greatperson... and come to life!

Social Media + Opinion Leaders

Social Graphsthe patterns of social relationships between people



11/30

The influence of opinion leaders isobviously leveraged by social media, soif brands approach these people in acorrect way and ask them to join forcesthen we can expect some seriousfireworks.People obviously still talk face to facebut the internet has allowed forconversations to spread at lightspeedaround the globe and be heard aroundthe globe in minutes

the web is now the largest mass-communication medium by far

Wor ld of Mouth



12/30

i think therefore i tweeti have opinions therefore i blogi have friends therefore i connect

i have interests therefore i engage



13/30

Passive Listening: Social MediaMeasurement

Active Participation: Companies jointhe conversation under their realidentity (or sometimes even with fake

identities!)Influencing the conversation:Influencing opinion leaders can createa very positive brand sentiment atvery low costs.

3 ways for brands to participate in social media



14/30

about the embassy



15/30

The embassy is a private social network ofhandpicked affluent opinion leaders andtrendsetters created to amplify brandspresence thru carefully selected social graphsin the local niche A/AB consumers.Thru The Embassy brands can communicatedirectly with members, receive feedback,spread ideas, communicateThe embassy members will be rewarded witha point system developed to rewardengagement via sharing, commenting,participating in polls.

Via this point system, members will receivespecial benefits, prizes and cash prizes

about the embassy



16/30

Hearts 18-21 consumers

Clover22-26 consumers

Diamonds 27-31 consumers

Spades Ages 32-35 consumers

Community Segments



17/30

Community prole

Each age group within the embassy has recruited 150 carefully selectedopinion leaders (25 per age)

The embassy community is dividedinto 4 age groups with 120 carefully selected opinion leaders (30 per age)

for a total islandwide network of 480ambassadors

Each group has been carefully designed by theGrooveboxx team and4 Highly Influential Community Managers which are also a part of themarket they will lead & manage

Brand Champions Connected



18/30


19/30

Engagement Mechanics

The embassy members are rewarded for:Sharing brand posts on opennetworks (facebook, twitter)Participating in CampaignsEngaging in online discussionsPromoting events

Mobile Photo & video UploadsOnline Focus GroupsBrand mention on status posts

Attending brand eventsBenefits, Discounts + freebies fromPartner brands



20/30

Via this point system, members willreceive special benefits, prizes anddiscounts from our partners.

The embassy will partner withbrands relevant to our ambassadors

lifestyle These brands will have access to

this database of opinion leaders forcommunicating and sharing ideas andbrand communication

Engagement Mechanics

Monday May 30 2011


21/30

With nearly every action you complete in theEmbassy you will be earningtheEmbassy, which can add up to some serious money. Throughout theEmbassy

you will see a symbol indicating all the ways in which theEmbassyCoins can beearned.

In some instances Embassy Rewards will be awarded to you instantly once youcomplete an action (Filling out Monthly Stats, Profile Surveys, Completing Profile).In other cases they will be awarded once reviewed by theEmbassy managers(Brand Force/Community Force Campaigns, Submitting a Trend). Whetherprovided instantly or after review of a theEmbassy manager, awarded Embassy Rewards points can be reversed at any time if deemed in violation with theEmbassy Terms of Service (survey falsified, metric fraud)Once you have accumulated at least 2,500 Embassy Rewards you can redeem themdirectly on theEmbassy for PayPal credit by simply entering your e-mail address. Youwill then receive your PayPal credit via e-mail, which you can cash out via PayPal.Below is a list of all possible ways you can earn Embassy Rewards. For the Force

Campaigns, Embassy Rewards offered are set for each campaign depending on thelength, activities and metrics for each campaign.

how it works

Monday May 30 2011


22/30


23/30

status levels

Ambassadors will be placed in the belowcategories based off your overall rank inpoints in relation to the rest of the embassy members in your specific age-group (highschool, college or professional).

Diplomat 0-20% Statesman 21-50% Director 51-80% Vice President 81-95% Royal Ambassador 95-100%

Monday May 30 2011


24/30

Reputation PointsSome points will be awarded automatically

when an action is completed (logging in, joining a campaign, completing a survey,

submitting a poll) other points will be awardedafter confirmation by a TheEmbassy manager

Reputation points that you earn for each actionwill be visible when you scroll over the icon.

(e.g. scrolling over the Reputation icon on Statswould say +5 Reputation).

Note: Initial Reputation points will be calculated at the start of aprogram based on your past activity and profile completion.

status levels

1

Monday May 30 2011


25/30

Brand Opportunities

Monday May 30 2011


26/30


27/30

Create you custom focus group or 1 on 1 consumer interviewInteract and gain insight through an efficient online toolCombine Online & Offline interviews and pay participants online via paypal

Focus Groups

Ideal for Small Businesses or local brands. Participate by offeringspecial discounts and redeemable gift certificates to our team ofambassadors in exchange for their WOM and online endorsement andmarketing of your product

The Embassy Allies

Monday May 30 2011


28/30

Category Exclusivity within age groupUp to 2 Brand Channels (are external links

directing ambassadors to sites that contain key information or relevant content about your brand)

Completely customized friends of the embassyprofile

Access of profile and platform 24/7 for durationof agreement

Identify your brand with a team of over 500islandwide ambassadors

Friend of the Embassy

Monday May 30 2011

I D


29/30

Important Dates

For a sneak peak before April 1st beta, contact us!

Junio 15, 2011 | Ambassador Beta

Junio 30, 2011 | Client Beta

July 15, 2011 | Embassy Launch Event

Ambassadors only System test and learning

Client Test Drive & live! Network Interaction

All systems ready, get ready for the fireworks!

Private Beta

Beta

Launch1

Monday May 30 2011


30/30

Participation Rate TotalMonthly Rate US$500.00 US$500.003 month Subscription US$450.00 US$1,350.006 month Subscription US$425.00 US$2,550.001 year Subscription US$400.00 US$4,800.00

Small Businesses

Rates

Participation Rate TotalMonthly Rate US$3,000.00 US$3,000.003 month Subscription US$2,700.00 US$8,100.006 month Subscription US$2,550.00 US$15,300.001 year Subscription US$2,400.00 US$28,800.00

Coming soon out of the boxx!

Brands

In addition to Monthly Network Rate 25% of monthly investment must be invested in prizes,certificates or goodies to reward ambassadors

Monday May 30 2011

the embassy media kit

Documents