10 Lessons Learned Igniting
Brand Ambassador Movements
Spike Jones I Social Fresh
August 24, 2009

Everything you’ve
heard today is
complete and total
CRAP

unless you have a
strategy behind it.

Is this your SM strategy?
1. Listen
2. Blogger outreach
3. Twitter
4. Facebook Fan page

% of people that think companies lie in ads:
76%
2009 Yankelovich Study

% of people that trust companies less than they did last year:
77%
2009 Edelman Trust Barometer

People’s trust that businesses will do what is right
has dropped from 58% to:
38%
2009 Edelman Trust Barometer

90% of WOM
is Offline
70% in-person • 19% phone • 4% email
3% IM or text messages
1% chatroom or blog • 3% other

We need to use our BRAND AMBASSDORS so they
can get some VIRAL BUZZ and our COMMUNITY
INFLUENCERS can EVANGELIZE the PRODUCT
SEEDING and create some SOCIAL MEDIA about
it. Then we’ll TWEET about it and update our
FACEBOOK status.

I’m sorry, but WTF?

It’s the TACTICS that are bogging us down.

REFRAME the CONVERSATION.

And the TACTICS will come.

Awareness

Credibility

Movements
Elevate and empower people to unite
a community around a common cause,
passion, company, brand or organization

Campaigns

Movements

Target Customers
Campaigns Capture Market Share
Penetrate Markets
Market Domination
Launch an attack on competitors

Kindred Spirits
Movements
Fans
Love
Inspiration
Grassroots
Loud and Proud
Evangelists
Passion
Spreading the word

Campaigns

Movements

Campaigns

Movements

Campaigns

Movements

Campaigns

Movements

Campaigns

Movements

Campaigns

Movements

10 Lessons Learned Igniting
Brand Ambassador Movements

1 Movements are about the PASSION
conversation.
Not the PRODUCT conversation.

2 Movements begin with the
first conversation.

3 Movements have inspirational leadership.

Insert influencer debate here.

4 Movements have a barrier of entry.

5 Movements empower people with knowledge.

6 Movements have shared ownership.

Build it like it has got to live forever.
Build it like you’re gonna run out of money tomorrow.

7 Movements have powerful identities.

Everyone wants to be a part of something bigger
than themselves.

I am a...

8 Movements live both online and offline.

9 Movements make advocates
feel like rockstars.

10 Movements get results.

•600% increase online mentions
•Doubled sales in key cities
•500% return on value
•Creating their own mktg/PR
•13 new product ideas per month

Results: Smallest budget in the nation
gets the biggest results: over 18% decrease
in teen smoking rates

BONUS Movements fight an injustice.

Spike Jones
Brains on Fire
brainsonfire.com
e: spike@brainsonfire.com
twitter: you’re on your own
p: 864.676.9663
Change This Manifesto:
changethis.com/60.03.BrainsOnFire