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