the power of online ambassadors
TRANSCRIPT
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The Power of Online Ambassadors
Social Media Forum
@jcaudron
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Jo Caudron °1968
Founder & CEO
Digital Consulting Firm
Co-Founder
Social Media Campaigning Platform
President
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Situation: Traditional media are suffering from
digital transformation… !
Yet most online content gets low (organic) reach
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ROI?
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We can use key influencers
Or other forms of sponsoring
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Is this authentic? What’s the alternative?
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Solution: Activate your real ambassadors
on social media
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Internal... Employees
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External... Clients, fans,…
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Situation: Most of them don’t actively share
on social media. And therefore need to be activated.
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Interest Love Advocacy Cocreation
Receive Engage Share Input Become one
Collaboration
The connection funnel
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LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
Become one
The connection funnel
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LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
I’m here Not here
Become one
The connection funnel
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LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
NEED FOR ACTIVATION
Collaboration
A matter of asking.
Become one
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Ambassadors are overloaded with intensive tasks (writing stories, creating movies, …). !Asking them to just seed your (brand) message is the easiest form of ambassadorship. !Yet it is highly effective !
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LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
NEED FOR ACTIVATION
Collaboration
Don’t be demanding from the start.
Become one
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Interest Love Advocacy Cocreation
Receive Engage Share Input
LATENT MANIFEST
Many people Low threshold
Few people High threshold
Collaboration
Become one
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Interest Love Advocacy Cocreation Collaboration
Receive Engage Share Input
Social Media strategy
Content Marketingstrategy
LATENT MANIFEST
NEED FOR ACTIVATION
Become one
Ambassador strategy
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Practical: How do you start?
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Strategy
Mature Experimental
Corporate/Brand Strategy
Online Strategy
Social Strategy
Ambassador Strategy
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Identify Trigger Social objects Timing Roll-out
Employees belonging pride
define your „social objects”
define a frequency
!ambassador
segmentation & planning
think about a community manager
!install your
tool-setClients, fans,…
exclusivity status
rewards
In practice
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Identify Trigger Social objects Timing Roll-out
Employees belonging pride
define your „social objects”
define a frequency
!seeder
segmentation & planning
think about a community manager
!install your
tool-setClients, fans,…exclusivity
status rewards
1. Social Audit 2. Seeding calendar 3. Social Seeder
In practice
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Invitation email. A selected group of
ambassadors gets an email, inviting them to participate in a
specific seeding campaign. !
Landing page. The link in the email leads to a landing page. There, people can choose on which platform they want to seed the message. They are free to participate and are
free to seed the message on one or multiple platforms.
!
Seeding. People can add a personal note
and the message is posted to the platform of choice. In the
backend, conversion is tracked in a live dashboard.
http://www.socialseeder.com
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Live tracking the full impact of the seeding campaign, per seeder, per social network, ...
Measuring the impact
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Case: Bloovi
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!Recruiting
ambassadors
http://www.bloovi.be/
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50 people
subscribed
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You don’t need thousands of ambassadors.
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Seeding mails
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„With each seeding campaign we easily reached extra traffic of over 800 people to our website. On top of our normal traffic of
that day. ”
Thomas Van den Elzen - Community Manager
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About DearMedia
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Our Services Our Domains
Consulting
Trendwatching
Presentations
Trainings
Online
Mobile
Social
Digital Transformation
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Our Field of Activities
!Digital Transformation Modeling:
Digital impact on traditional communication, media, business, ...
Online SocialMobile
Future Marcomm
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twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem // twitter.com/ilsebollen// twitter.com/imkedielen
facebook.com/DearMedia
youtube.com/DearMedia
slideshare.com/DearMedia
linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/IlseBollen // linkedin.com/in/HelenaVanEykeren
DearMedia,