How To Create Brand Ambassadors?

Business DevelopmentSteven Kraal

The Story

The Audience

The Motive

Social Brands

Agenda

The Story

8 Years ago

Two Years Ago

2009

2009

Two Years Ago

This is Netlog now

The Audience

Social Networking WorldwideA

pr-0

7

May

-07

Jun-

07

Jul-0

7

Aug

-07

Sep-

07

Oct

-07

Nov

-07

Dec

-07

Jan-

08

Feb-

08

Mar

-08

Apr

-08

567563538535

516506510489484473464454

431

+32%

Social networking worldwide monthly number of unique visitors (mm)

Millenia

ls (1

3-24

)

Gener

ation

X (2

5-41

)

Baby

Boo

mers (

42-6

0)

Mature

s (61

-75)

All res

pond

ents

66%77%73%65%

49%

34%23%27%35%

51%

Percentage of time internet users spent online at

User Generated Company Generated

Over 500 Million people engage in Social Networks globally

Growing 32% p.a.

13-24 year olds spend over 50% of their online time on Social Media sites

60%

Source: ComScore / eMarketer

The Audience

Target = Young!% of users younger than 25 = key success factor

Top 10 Languages

ro es en fr ar nl tr sl it de

POPULARITY OF SITE

It’s all about being...

Masters of ‘our’ Popularity

Quantity of friends & feedbackAuthenticity

Real friends, real feedbackEngagement

Frequent friends, regular feedback

BelongingCool friends, cool visitors

REPUTATION

What is more important?

Poll

Many friends

Real friends

“Cool” visitors

Visits of friends

10% 20% 30% 40% 50%

11%

18%

27%

44%Popularity

Authenticity

Engagement

Belonging

Netlog Users: 13-25y Country: BelgiumMonth:December 2008Answers:5131

Brands on Social Nets

LIFE

TIM

E V

ALU

E

SOCIAL VALUE

+

+- -

SOURCE : FORRESTER

CORE BUYERS

MISERS INFLUENCERS

AMBASSADORS

0

1.250.000

2.500.000

3.750.000

5.000.000

Jan-0

8

Feb-

08

Mar-08

Apr-0

8

May-0

8

Jun-0

8Jul

-08

Aug-0

8

Sep-

08

Oct-08

Nov-0

8

Brands Ambassador Count

Brands on Netlog

5 C’s of Brands Socialization

CONVERSATE

CONTINUOUS

CONTEXT

BRAND SOCIALIZATION

CONTRIBUTE CONTENT

5 C’s of Brands Socialization - Content

What ?Give access to unique content.

How ?On Netlog there are original formats for brand content.

Content

5 C’s of Brands Socialization - Conversation

Conversate

What ?Guide the user through non-stop interaction from interest into action.

How ?Netlog offers conversation up to next chapter in decision making process.

What ?Brand conversations are taking place anytime involving people from anyplace around the world.

How ?Netlog is accessible 24/7 on multiple devices.

Continuous

5 C’s of Brands Socialization - Continuously

What ?No more is a brand what the company says about its product. It’s what a friend tells a friend.

How ?Netlog allows al sorts of content sharing, from friend to friend. Brands become a part of people’s daily conversations.

Context

5 C’s of Brands Socialization - Contextualization

5 C’s of Brands Socialization - Contribution

Click here to take M&M’s skin on your profile

What?User generated content makes your brand promise genuine and utterly convincing.

How ?Netlog offers an experience-sharing platform.

Contribute

Case Heineken Know the Signs

Case Heineken Know the Signs

Case Nike Id Vincent Kompany

Case Nike Id Vincent Kompany

Very high interaction rate:over 1550 designs submitted in first 3 days

The Power of Social Media

!"#

!"#

!"#

!"#

!"#$%$&'(%)$

*+,('-.

/)'01)$#(-

2("1$%$&'(%)$

*+,('-.

!"#$%$&'(%)$*+,('-.

!"#$%$&'(%)$*+,('-.

!"#$%$&'(%)$*+,('-.

/)%3($!)$4'+#$#(

)2%)$&05$!1$%$&'(%)

*+,('-.

$%&'

()*+,

%-.(&)*/*+,

0&

+()1",2

3&*(+-

en.netlog.com/go/about/advertisersen.netlog.com/go/developer

WANT TO KNOW MORE?

http://corporate.netlog.comsteven.kraal@netlog.comhttp://nl.netlog.com/stevokay