The Power of
Online Ambassadors

Social Media Forum
@jcaudron
Jo Caudron	

°1968

Founder & CEO

Co-Founder

Digital Consulting Firm

Social Media
Campaigning Platform

President
Situation:
Traditional media are suffering from
digital transformation…
!

Yet most online content gets low
(organic) reac...
ROI?
We can use key
influencers

Or other forms of
sponsoring
Is this authentic?
What’s the alternative?
Solution:
Activate your real ambassadors
on social media
Internal...
Employees
External...
Clients, fans,…
Situation:
Most of them don’t actively share
on social media.
And therefore need to be activated.
Receive

Engage

Share

Input

Become one

Interest

Love

Advocacy

Cocreation

Collaboration

The connection funnel
LATENT

MANIFEST

Receive

Engage

Share

Input

Become one

Interest

Love

Advocacy

Cocreation

Collaboration

The conn...
I’m here

Not here

LATENT

MANIFEST

Receive

Engage

Share

Input

Become one

Interest

Love

Advocacy

Cocreation

Col...
NEED FOR
ACTIVATION
LATENT

MANIFEST

Receive

Engage

Share

Input

Become one

Interest

Love

Advocacy

Cocreation

Col...
Ambassadors are
overloaded with intensive
tasks (writing stories,
creating movies, …).	

!

Asking them to just seed
your ...
NEED FOR
ACTIVATION
LATENT

MANIFEST

Receive

Engage

Share

Input

Become one

Interest

Love

Advocacy

Cocreation

Col...
LATENT

MANIFEST

Receive

Engage

Share

Input

Become one

Interest

Love

Advocacy

Cocreation

Collaboration

Many peo...
NEED FOR
ACTIVATION
LATENT

MANIFEST

Receive

Engage

Share

Input

Become one

Interest

Love

Advocacy

Cocreation

Col...
Practical:
How do you start?
Strategy

Corporate/Brand	

Strategy

Mature

Online	

Strategy

Social	

Strategy

Ambassador	

Strategy

Experimental
In practice
Trigger

Employees

Timing

Roll-out

define your 

„social objects”

Identify

Social 

objects

define a
frequ...
In practice
Trigger

Employees

Timing

Roll-out

define your 

„social objects”

Identify

Social 

objects

define a
frequ...
http://www.socialseeder.com

Invitation email.
A selected group of
ambassadors gets an email,
inviting them to participate...
Measuring the impact

Live tracking
the full impact
of the seeding
campaign, per
seeder, per
social
network, ...
Case: Bloovi
http://www.bloovi.be/

!

Recruiting
ambassadors
50 


people 

subscribed
You don’t need thousands of
ambassadors.
Seeding mails
Thomas Van den Elzen - Community Manager

„With each seeding campaign we easily
reached extra traffic of over 800 people to...
Thanks ;-)

@jcaudron
jo@dearmedia.be
00 32 475 43 80 98
About DearMedia
Our Services

Our Domains

Consulting

Online

Trendwatching

Mobile

Presentations

Social

Trainings

Digital 	

Transfo...
Our Field of Activities

Online

Mobile

Social

Future
Marcomm

!

Digital Transformation Modeling:
Digital impact on tra...
More on www.DearMedia.be
DearMedia,
twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem // twitter.com/ilsebollen// twitte...
Social Media Forum 2013 DearMedia
Social Media Forum 2013 DearMedia
Social Media Forum 2013 DearMedia
Social Media Forum 2013 DearMedia
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Social Media Forum 2013 DearMedia

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Social Media Forum 2013 DearMedia

  1. 1. The Power of Online Ambassadors
 Social Media Forum @jcaudron
  2. 2. Jo Caudron °1968 Founder & CEO Co-Founder Digital Consulting Firm Social Media Campaigning Platform President
  3. 3. Situation: Traditional media are suffering from digital transformation… ! Yet most online content gets low (organic) reach
  4. 4. ROI?
  5. 5. We can use key influencers Or other forms of sponsoring
  6. 6. Is this authentic? What’s the alternative?
  7. 7. Solution: Activate your real ambassadors on social media
  8. 8. Internal... Employees
  9. 9. External... Clients, fans,…
  10. 10. Situation: Most of them don’t actively share on social media. And therefore need to be activated.
  11. 11. Receive Engage Share Input Become one Interest Love Advocacy Cocreation Collaboration The connection funnel
  12. 12. LATENT MANIFEST Receive Engage Share Input Become one Interest Love Advocacy Cocreation Collaboration The connection funnel
  13. 13. I’m here Not here LATENT MANIFEST Receive Engage Share Input Become one Interest Love Advocacy Cocreation Collaboration The connection funnel
  14. 14. NEED FOR ACTIVATION LATENT MANIFEST Receive Engage Share Input Become one Interest Love Advocacy Cocreation Collaboration A matter of asking.
  15. 15. 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 !
  16. 16. NEED FOR ACTIVATION LATENT MANIFEST Receive Engage Share Input Become one Interest Love Advocacy Cocreation Collaboration Don’t be demanding from the start.
  17. 17. LATENT MANIFEST Receive Engage Share Input Become one Interest Love Advocacy Cocreation Collaboration Many people Low threshold Few people High threshold
  18. 18. NEED FOR ACTIVATION LATENT MANIFEST Receive Engage Share Input Become one Interest Love Advocacy Cocreation Collaboration Content Marketing
 strategy Social Media strategy Ambassador strategy
  19. 19. Practical: How do you start?
  20. 20. Strategy Corporate/Brand Strategy Mature Online Strategy Social Strategy Ambassador Strategy Experimental
  21. 21. In practice Trigger Employees Timing Roll-out define your 
 „social objects” Identify Social 
 objects define a frequency ! ambassador segmentation & planning think about a community manager
 ! install your 
 tool-set belonging pride Clients, fans,… exclusivity status rewards
  22. 22. In practice Trigger Employees Timing Roll-out define your 
 „social objects” Identify Social 
 objects define a frequency ! seeder segmentation & planning think about a community manager
 ! install your 
 tool-set belonging pride Clients, fans,… exclusivity status rewards 1. Social Audit 2. Seeding calendar 3. Social Seeder
  23. 23. http://www.socialseeder.com 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.
  24. 24. Measuring the impact Live tracking the full impact of the seeding campaign, per seeder, per social network, ...
  25. 25. Case: Bloovi
  26. 26. http://www.bloovi.be/ ! Recruiting ambassadors
  27. 27. 50 
 people 
 subscribed
  28. 28. You don’t need thousands of ambassadors.
  29. 29. Seeding mails
  30. 30. Thomas Van den Elzen - Community Manager „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. ”
  31. 31. Thanks ;-) @jcaudron jo@dearmedia.be 00 32 475 43 80 98
  32. 32. About DearMedia
  33. 33. Our Services Our Domains Consulting Online Trendwatching Mobile Presentations Social Trainings Digital Transformation
  34. 34. Our Field of Activities Online Mobile Social Future Marcomm ! Digital Transformation Modeling: Digital impact on traditional communication, media, business, ...
  35. 35. More on www.DearMedia.be
  36. 36. DearMedia, twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem // twitter.com/ilsebollen// twitter.com/imkedielen linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/IlseBollen // linkedin.com/in/HelenaVanEykeren facebook.com/DearMedia youtube.com/DearMedia slideshare.com/DearMedia
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