Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Amplification - Secrets of the trade

1,409 views

Published on

Influencer marketing, brand advocates, brand ambassadors or social amplification, it's all the same. But it only works if you set things up right. How does it work?
I gave this keynote at the Social Media Day event at Proximus on March 17.

Published in: Marketing
  • Be the first to comment

Social Amplification - Secrets of the trade

  1. 1. In The Age Of Consumer Empowerment MIEL VAN OPSTAL | 2016, MARCH 17 SOCIAL AMPLIFICATION: SECRETS OF THE TRADE
  2. 2. linkedin.com/in/mielvo @coolz0r Hello! :)
  3. 3. SECRETS OF THE TRADE – HOW TO PIMP OUT YOUR AUDIENCE HOW DO YOU ACTIVATE A CORE GROUP OF SATISFIED CUSTOMERS TO DO YOUR WORK ALMOST FOR FREE?
  4. 4. NO MATTER HOW MANY RAVING REVIEWS YOU PAY FOR, IN THE END YOU STILL NEED TO GET YOUR STORY STRAIGHT
  5. 5. ONLY 15% OF CONSUMERS TRUST MESSAGES PUBLISHED BY COMPANIES
  6. 6. CONSISTENCY GROWS PERCEPTION DEDICATION CREATES LOYALTY TRANSPARENCY BUILDS PURPOSE
  7. 7. THE VALIDATION OF SOCIAL MEDIA FOR BUSINESS CAN BE FOUND IN THE EXPECTATIONS source
  8. 8. MEANINGFUL CONTENT MARKETING IS THE FOUNDATION FOR SUCCESSFUL BRAND ENGAGEMENT source
  9. 9. CUSTOMER ENGAGEMENT TACTICS ARE A SIGNIFICANT ESSENTIAL PART OF YOUR CORPORATE BRAND STRATEGY
  10. 10. THE DECLINE OF ORGANIC REACH CREATED THE PERFECT CASE FOR A SOCIAL AMPLIFICATION STRATEGY
  11. 11. DATA COLLECTION AND DATA OWNERSHIP RARELY HAPPENS ON BORROWED MEDIA AND REQUIRES INBOUND MARKETING
  12. 12. THE LONG TAIL EFFECT ON INBOUND TRAFFIC IS NEGLIGIBLE WHEN THE CONTENT FOCUS ONLY TARGETS BULWARK SOCIAL NETWORKS
  13. 13. THE AMPLIFICATION OF YOUR MARKETING CONTENT STARTS WITH YOUR EMPLOYEES source
  14. 14. THE S.M.A.R.T. GOALS CLEARLY OUTLINE THE EXPECTATIONS AND ADD CORPORATE PURPOSE source
  15. 15. 4 CORNERSTONE VALUES WILL DETERMINE THE RESULTS OF SUCCESSFUL AMPLIFICATION source
  16. 16. 40% TO 80% OF CUSTOMER SATISFACTION IS AFFECTED BY EMPLOYEE ATTITUDES source
  17. 17. HAPPY STAFF BUILDS POSITIVE CUSTOMER EXPERIENCES, WHICH LEADS TO HAPPY AND LOYAL, VOCAL BRAND ADVOCATES
  18. 18. ORGANIC AMPLIFICATION OF CONTENT IS THE ULTIMATE PROOF OF LOYALTY BUT ONLY HAPPENS AFTER CONVERSION
  19. 19. MULTIPLE PROGRAMS NEED TO BE SET UP TO ENGAGE WITH POTENTIAL AUDIENCES THROUGH DIFFERENT INFLUENCER LEVELS source
  20. 20. THE CONVERSION OF LOYAL CUSTOMERS TO DEDICATED INFLUENTIAL ADVOCATES HAPPENS BEFORE SOCIAL AMPLIFICATION
  21. 21. WORD OF MOUTH NATIVE ADVERTISING SPONSORED CONTENT CO-CREATION THE CORE OF INFLUENCERS IS EFFECTIVE BUT SMALL IN SCALE AND LIMITED IN POTENTIAL - A THANKFUL GROUP OF LOYAL CUSTOMERS
  22. 22. ENRICHING SOCIAL AD CAMPAIGNS WITH CUSTOMER EXPERIENCES WILL INCREASE THE CTR AND ROI
  23. 23. source
  24. 24. PAID AMPLIFICATION IS COMPLIMENTARY TO THE ORGANIC PROCESS OF LEVERAGING CUSTOMER FEEDBACK source
  25. 25. DEFINING YOUR AMPLIFICATION GOALS WILL REVEAL WHICH METRICS CAN BE USED TO MEASURE SUCCESS
  26. 26. THE PRODUCT EXPERIENCE AND SURPLUS SERVICE AFTER SALES ARE THE FOUNDATION OF A CONSTRUCTIVE AND ENGAGED COMMUNITY source
  27. 27. INFLUENCER COMMUNITY MANAGEMENT IS AN ORGANIC PROCESS THAT NEEDS TO BE NURTURED CONTINUOUSLY source
  28. 28. REACH BEYOND THE STARS AND ALLOW CUSTOMER PRODUCT REVIEWS BUT GET AN OPT-IN FOR REDISTRIBUTION
  29. 29. AS LONG AS THERE IS A PURPOSE OR EVEN AN INCENTIVIZED COMMERCIAL INTENT CONSUMERS WILL ENGAGE & PARTICIPATE 1. Referral Program (Rewarding both parties involved) 2. Tryvertising 3. Empowered Involvement 4. Ambassador Program 5. Causal Campaigns 6. Influencer Outreach / Advisory Panel 7. Advocacy Tracking (churn reduction) 8. Innovation / Product and Service Differentiation
  30. 30. THERE ARE THE FIVE ESSENTIAL VALUES TO TURN TO FOR A DIFFERENTIATED MEANINGFUL CUSTOMER EXPERIENCE
  31. 31. USING CRM SOLUTIONS TO CONNECT SMART DATA COLLECTED FROM DIFFERENT DIGITAL TOUCH POINTS
  32. 32. BECOMING CUSTOMER CENTERED REQUIRES AN OPTIMIZED DIGITAL INTERNAL ORGANIZATION
  33. 33. THE IDEAL BRAND RELATIONSHIP COMPLEMENTS A CONSUMER IN THE SEARCH FOR PURPOSE
  34. 34. source
  35. 35. • Take-Aways for Today • Collecting and processing real-time analytics • Responsive, personalized customer - & conversion journeys • Intelligent Data Management, Smart Data Collection • Inbound marketing strategies • From omni-channel to right-channel • B2B, B2C, C2B & O2O
  36. 36. linkedin.com/in/mielvo @coolz0r +32 472 675 692 miel@wavelab.be MIEL VAN OPSTAL Much obliged!

×