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The Power of Online Ambassadors

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Presentation of @jcaudron at Social Media Forum 17/12/2013 #digimedia

Published in: Social Media, Technology, Business
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The Power of Online Ambassadors

  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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