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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
@BuboBox www.linkedin.com/in/koenstevens