1. The Power of
Online Ambassadors
@jcaudron
FUTURELAB
Net Promotor Score:
a way of measuring
ambassadorship
Jan Van Aken
2. FUTURELAB Brussels
Jo Caudron
°1968
Founder & CEO
Digital Consulting Firm
Co-Founder
Social Media
Campaigning Platform
Jan Van Aken
°1960
Founder & Partner
Consulting in Customer Centricity
Former CEO
FUTURELAB Brussels
3. @jcaudron
Media are transportation tubes
to bring messages from A to B
in order to influence people’s
opinions.
And media need content to
disguise the messages.
4. @jcaudron
Traditional media are eroding.
Their future is uncertain.
Brands are looking for
alternatives to bring
messages across.
5. @jcaudron
Exit 1: the web
“if we build it,
they will come”.
Not.
(if we want them to
come we still need to
buy their attention …)
6. @jcaudron
Exit 2: Social Media
“people love us, they will share
everything we say, everything
will go viral”.
Not.
(even the best brands only reach a small
fraction of their client base via social
media.
Having clients share something remains
quite a challenge, even for the best-in-
class-brands)
7. @jcaudron
Exit 3: Content Marketing
“Let’s create great
content and everyone
will want to read this”.
Not.
20. FUTURELAB Brussels
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
21. FUTURELAB Brussels
LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
NEED FOR
ACTIVATION
Collaboration
Don’t be demanding
from the start.
Become one
22. FUTURELAB Brussels
Interest Love Advocacy Cocreation
Receive Engage Share Input
LATENT MANIFEST
Many people
Low threshold
Few people
High threshold
Collaboration
Become one
23. FUTURELAB Brussels
Interest Love Advocacy Cocreation Collaboration
Receive Engage Share Input
Social Media
strategy
Content Marketing
strategy
LATENT MANIFEST
NEED FOR
ACTIVATION
Become one
Ambassador
strategy
NPS
measures
advocacy
26. FUTURELAB Brussels
Getting the basics right is the foundation to
differentiate.
Satisfaction
The basics: eliminating defects
Product meets
customer needs
Product works
as expected
Problems resolved
as expected
Differentiators: creating the WOW factor
Loyalty
Ordinary services
delivered
exceptionally
Exceptional services/
features
delivered well
27. FUTURELAB Brussels
Wat is er mis met klassieke klantentevredenheid ?
• NIETS
• Een tevreden klant is het strikte olympisch minimum.
• Niemand verwacht om ontevreden te zijn van een aankoop of dienst
• Door een customer centric strategie streven we naar klanten als promotoren van
ons merk die door hun aanstekelijk enthousiasme anderen aanmoedigen om dat
ook te zijn.
29. FUTURELAB Brussels
⇒ spend more
⇒ negotiate less
⇒ stay longer as customers
⇒ are more open to upselling
⇒ are easier to service
⇒ upgrade quicker
⇒ are ready to refer to others
⇒ etc.
Customers that are so
happy they are likely to
recommend a company
0 1 2 3 4 5 6 7 8 9 10
Happy Customers Are More Profitable
It’s about recommendation
30. FUTURELAB Brussels
of defectors
ARE satisfied
80%
NPS is about recommendation
Are You Satisfied?
0 1 2 3 4 5 6 7 8 9 10
How Likely are You to Recommend?
Net Promoter™ Score
Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain Company, and Fred Reichheld.
% promoters - % detractors = Net Promoter Score
31. FUTURELAB Brussels
Interest Love Advocacy Cocreation Collaboration
Receive Engage Share Input
Social Media
strategy
Content Marketing
strategy
LATENT MANIFEST
NEED FOR
ACTIVATION
Become one
Ambassador
strategy
NPS
measures
advocacy
32. FUTURELAB Brussels
Relationeel en transactioneel
• Transactionele NPS meet het aanbevelingsgedrag (NPS score) bij klanten op basis van
hun laatste aankoop (zowel bij de sales rep, in de POS als online, zowel B2B als B2C).
- Daartoe wordt op een steekproef van de (aan)kopers (of de DMU in een B2B context) een
email verstuurd die doorstuurt naar een landing page waarop zich de NPS vragenlijst bevindt.
• Merk NPS: meet het aanbevelingsgedrag op merkniveau, één à 2 maal per jaar, eventueel
in een benchmark studie met de concurrentie
• In beide gevallen is de score belangrijk, maar het antwoord op ‘waarom gaf u deze score’
is zo mogelijk nog belangrijker
33. FUTURELAB Brussels
Typische NPS score
42 44 109 88 41 36
10
9
3
6
10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
10 9 8 7 6 5 4 3 2 1 0
Q.: How likely would you be to recommend xxx stores to your friends or family?
Nr
%
Promoters
86
22%
Passives
197
49%
Detractors
115
29%
34. FUTURELAB Brussels
NPS: Tips om af te sluiten
• Weet bij wie je meet ! Don’t fool yourself !
• Geraak niet gefixeerd op de score !! Verbatims zijn belangrijker.
• Staaf je interpretatie op grond van gedegen statistiek. % kunnen soms bedrieglijk
zijn indien ze op onvoldoende observaties zijn geschoeid.
• Als je NPS laat meespelen in de verloning van medewerkers, doe dit dan op een
voldoende cijfermatig stabiele basis
• Escaleer detractor scores, vooral de allerlaagste, naar de klantendienst of de
verantwoordelijke sales mgr zodat er actie kan ondernomen worden.
= creëer de feedbackloop !
37. FUTURELAB Brussels
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-set!
Clients, fans,…!
exclusivity!
status!
rewards!
In practice
38. FUTURELAB Brussels
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-set!Clients, fans,…!
exclusivity!
status!
rewards!
1. Social Audit 2. Seeding calendar 3. Social Seeder
In practice
39. FUTURELAB Brussels
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
40. FUTURELAB Brussels
Live tracking
the full impact
of the seeding
campaign, per
seeder, per
social
network, ...
Measuring the impact in social media
41. The Power of
Online Ambassadors
@jcaudron
FUTURELAB
Net Promotor Score:
a way of measuring
ambassadorship
Jan Van Aken
