How To Create Brand Ambassadors?
Business Development
Steven Kraal

Agenda
The Story
The Audience
The Motive
Social Brands

The Story

8 Years ago

Two Years Ago

2009

2009

This is Netlog now
Two Years Ago

The Audience

Social Networking Worldwide
Percentage of time internet users spent online
Social networking worldwide monthly
at
number of unique visitors (mm)
User Generated Company Generated
+32%
567
563
538
535
516
510 49%
506
489
484 65% 66%
473 73%
464 77%
454 60%
431
51%
35% 34%
27% 23%
Apr-07
Aug-07
Jul-07
Sep-07
Oct-07
Nov-07
Dec-07
Mar-08
Apr-08
May-07
Jun-07
Jan-08
Feb-08
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13-24 year olds spend over 50% of their online
Over 500 Million people engage in
time on Social Media sites
Social Networks globally
Growing 32% p.a.
Source: ComScore / eMarketer

The Audience
Target = Young!
% of users younger than 25 = key success factor
Top 10 Languages
E
SIT
OF
ITY
LAR
OPU
P
nl tr
ro es en fr ar sl it de

It’s all about being...

Masters of ‘our’
Popularity
Quantity of friends & feedback
Authenticity
Real friends, real feedback
Engagement
Frequent friends, regular
feedback
Belonging
Cool friends, cool visitors
REPUTATION

What is more important?
Poll Netlog Users: 13-25y
Country: Belgium
Month:December 2008
Answers:5131
Many friends 44%
Popularity
Real friends Authenticity 27%
“Cool” visitors Belonging 18%
Visits of friends 11% Engagement
10% 20% 30% 40% 50

Brands on Social Nets
+
LIFETIME VALUE
CORE BUYERS AMBASSADORS
MISERS INFLUENCERS
-
- +
SOCIAL VALUE SOURCE : FORRESTER

Brands Ambassador Count
5.000.000
3.750.000
2.500.000
1.250.000
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Brands on Netlog

5 C’s of Brands Socialization
CONTRIBUTE CONTENT
BRAND
SOCIALIZATION
CONVERSATE
CONTEXT
CONTINUOUS

5 C’s of Brands Socialization - Content
Content
What ?
Give access to unique content.
How ?
On Netlog there are original formats for
brand content.

5 C’s of Brands Socialization - Conversation
Conversate
What ?
Guide the user through non-stop
interaction from interest into action.
How ?
Netlog oers conversation up to next
chapter in decision making process.

5 C’s of Brands Socialization - Continuously
Continuous
What ?
Brand conversations are taking place
anytime involving people from anyplace
around the world.
How ?
Netlog is accessible 24/7 on multiple
devices.

5 C’s of Brands Socialization - Contextualization
Context
What ?
No more is a brand what the company
says about its product. It’s what a friend
tells a friend.
How ?
Netlog allows al sorts of content sharing,
from friend to friend. Brands become a
part of people’s daily conversations.

5 C’s of Brands Socialization - Contribution
Contribute
Click here to take M&M’s skin
on your profile
What?
User generated content makes your brand
promise genuine and utterly convincing.
How ?
Netlog oers an experience-sharing
platform.

Case Heineken Know the Signs

Case Heineken Know the Signs

Case Nike Id Vincent Kompany

Case Nike Id Vincent Kompany
Very high interaction rate:
over 1550 designs submitted in first 3 days

The Power of Social Media
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WANT TO KNOW MORE?
en.netlog.com/go/about/advertisers
en.netlog.com/go/developer
http://corporate.netlog.com
steven.kraal@netlog.com
http://nl.netlog.com/stevokay