Social Amplification through Brand Ambassadorship

HOW OUR CUSTOMERS JUMPOUT OF AN AIRPLANE TO AVOID AD BLOCKERS AND GET CLOSER TO THEIR CLIENTS

Social Media Day: Social Amplification 17th of March 2016 - Proximus Towers - Koen Stevens

“ Marketing used to be simple! One message,

drinking and smoking heavily… "

Tsunami of INFORMATION

INFORMATION OVERLOAD

“ 76% of people don’t believe advertisements to be true. “ ( Yankelowich )

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 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

LOYALTY

ADVOCACY

VS

Rewarding consumers who LIKE your brand for

their TRANSACTIONS.

Rewarding consumers who LOVE your brand for SOCIAL ACTIONS.

Social amplification is the concept of spreading positive social actions

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

How likely is it that you would recommendBONGO to a friend or colleague ?

01

IDENTIFYambassadors

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 ?

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

“ Software 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 )

04

ANALYSEthe numbers

Our customers can track their ambassadors and all social challenges they participate in.

Allowing them to learn from the numbers, rinse and repeat.

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

WHY IS THIS IMPORTANT ?

25% of people choose to engage with brands because of their desire to join a community of brand fans ( branderati.com )

Word-of-mouth is the primary factor in 20-50% of all purchasing decisions( McKinsey )

Fans demand personal interaction ( Social Media Marketing Predictions 2015 )

Offers shared by trusted advocates convert at 4-10x higher rate than offers sent by brands ( branderati.com )

“ If you haven't put structure and process around

ambassador marketing, start now. “

Richard FoutsGartner

WHY AMBASSADORS ARE YOUR WEAPON OF CHOICE TO AMPLIFY SOCIAL ACTIONS?‣ not driven by monetary rewards only, recognition is key

‣ want to belong to a close-knit community

‣ want to build their personal brand through contributing (social status)

‣ will go the extra mile, and humanize your brand

BUBOBOX Koen Stevens Word-Of-Mouth Director BuboBox

+32 496 25 09 47

koen@bubobox.com

@BuboBox www.linkedin.com/in/koenstevens