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 Stu...
% of people that trust companies less than they did last year:




  77%
                                                 ...
People’s trust that businesses will do what is right
has dropped from 58% to:




38%
                                    ...
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 PRODU...
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




               ...
Kindred Spirits
Movements
      Fans
                        Love
                                     Inspiration
 Grassr...
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 prod...
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 ...
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
Social Fresh prezo - Spike Jones
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Spike's prezo from Social Fresh, August 24, 2009 in Charlotte, NC: 10 Lessons Learned Igniting Word of Mouth Movements

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Social Fresh prezo - Spike Jones

  1. 1. 10 Lessons Learned Igniting Brand Ambassador Movements Spike Jones I Social Fresh August 24, 2009
  2. 2. Everything you’ve heard today is complete and total CRAP
  3. 3. unless you have a strategy behind it.
  4. 4. Is this your SM strategy? 1. Listen 2. Blogger outreach 3. Twitter 4. Facebook Fan page
  5. 5. % of people that think companies lie in ads: 76% 2009 Yankelovich Study
  6. 6. % of people that trust companies less than they did last year: 77% 2009 Edelman Trust Barometer
  7. 7. People’s trust that businesses will do what is right has dropped from 58% to: 38% 2009 Edelman Trust Barometer
  8. 8. 90% of WOM is Offline 70% in-person • 19% phone • 4% email 3% IM or text messages 1% chatroom or blog • 3% other
  9. 9. 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.
  10. 10. I’m sorry, but WTF?
  11. 11. It’s the TACTICS that are bogging us down.
  12. 12. REFRAME the CONVERSATION.
  13. 13. And the TACTICS will come.
  14. 14. Awareness
  15. 15. Credibility
  16. 16. Movements Elevate and empower people to unite a community around a common cause, passion, company, brand or organization
  17. 17. Campaigns
  18. 18. Movements
  19. 19. Target Customers Campaigns Capture Market Share Penetrate Markets Market Domination Launch an attack on competitors
  20. 20. Kindred Spirits Movements Fans Love Inspiration Grassroots Loud and Proud Evangelists Passion Spreading the word
  21. 21. Campaigns
  22. 22. Movements
  23. 23. Campaigns
  24. 24. Movements
  25. 25. Campaigns
  26. 26. Movements
  27. 27. Campaigns
  28. 28. Movements
  29. 29. Campaigns
  30. 30. Movements
  31. 31. Campaigns
  32. 32. Movements
  33. 33. 10 Lessons Learned Igniting Brand Ambassador Movements
  34. 34. 1 Movements are about the PASSION conversation. Not the PRODUCT conversation.
  35. 35. 2 Movements begin with the first conversation.
  36. 36. 3 Movements have inspirational leadership.
  37. 37. Insert influencer debate here.
  38. 38. 4 Movements have a barrier of entry.
  39. 39. 5 Movements empower people with knowledge.
  40. 40. 6 Movements have shared ownership.
  41. 41. Build it like it has got to live forever. Build it like you’re gonna run out of money tomorrow.
  42. 42. 7 Movements have powerful identities.
  43. 43. Everyone wants to be a part of something bigger than themselves.
  44. 44. I am a...
  45. 45. 8 Movements live both online and offline.
  46. 46. 9 Movements make advocates feel like rockstars.
  47. 47. 10 Movements get results.
  48. 48. •600% increase online mentions •Doubled sales in key cities •500% return on value •Creating their own mktg/PR •13 new product ideas per month
  49. 49. Results: Smallest budget in the nation gets the biggest results: over 18% decrease in teen smoking rates
  50. 50. BONUS Movements fight an injustice.
  51. 51. 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

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