How our customers jump out of an airplane to avoid ad blockers and get closer to their clients. Social Media Day Brussels: Social Amplification Koen Stevens - BuboBox

1. HOW OUR CUSTOMERS JUMP
OUT OF AN AIRPLANE
TO AVOID AD BLOCKERS AND
GET CLOSER TO THEIR CLIENTS
Social Media Day: Social Amplification
17th of March 2016 - Proximus Towers - Koen Stevens

2. “ Marketing used to be simple! One message,
drinking and smoking heavily… "

3. Tsunami of
INFORMATION

4. INFORMATION OVERLOAD
“ 76% of people don’t believe
advertisements to be true. “ ( Yankelowich )

5. BLOCKED !

6. TRUST
0%
Looking for a solution
100%
I buy from your brand
I did lots of research before I
contacted a sales rep from your
brand.
57%
70%
Earned media
Recommendations from people I know
Consumer opinions posted online
83%
66%
Owned media
Content Marketing
Search Engine Ads
54%
38%
Social Media Ads
34%
SOURCE
Nielsen Global Trust in Advertising Survey
September 2015
The average buyer is 57% to 70% through the purchase decision
before engaging a supplier sales rep.

7. 4.7% of Your Customers Generate 100% of WOMM
BRAND LOYALTY
SIZEOFMARKET
New
customers
Existing
customers
Little Brand
Affinity
Brand
ambassadors
Most brands
focus here!
You should
focus here!
SOURCE
MackCollier.com

8. LOYALTY
ADVOCACY
VS
Rewarding consumers
who LIKE your brand for
their TRANSACTIONS.
Rewarding consumers
who LOVE your brand
for SOCIAL ACTIONS.

9. Social amplification is the concept
of spreading positive social actions

10. Facebook Twitter LinkedIn
“ Brands are no longer talking at consumers,
they are talking with them. “

12. My Hidden Treasure
Social Amplification Case
1200 8000+
user-generated but
inspiring social “ads”
number of total
social shares
media budget
of campaign
€0

13. “ The number one priority
according to CMOs
is enhancing customer
loyalty/advocacy. “ ( IBM )

14. “ If you haven't put structure
and process around
ambassador marketing, start
now. “
Richard Fouts
Gartner

15. 83% of consumers are willing to
refer after a positive experience
— yet only 29% actually do
Texas Tec

16. THE IDEAL PROCESS
according to us

17. 01
02
03
04
IDENTIFY
ambassadors BUILD
relationships
ACTIVATE
your ambassadors
ANALYSE
the numbers

18. How likely is it that you would recommend
BONGO to a friend or colleague ?
01
IDENTIFY
ambassadors

19. Net Promoter Score (NPS)
% Promotors - % Detractors
0 1 2 3 4 5 6 7 8 9 10
Detractors Passives Promoters
01
IDENTIFY
ambassadors
How likely is it that you would recommend
BONGO to a friend or colleague ?

21. 03
ACTIVATE
your ambassadors
Write your
most personal
BONGO story.

22. Incentives: cash is not king,
it’s about relationships
03
ACTIVATE
your ambassadors
PUBLISH RATE
with incentive 22.7%
without incentive 22.9%
1 / 4
Creates Stories

23. “ Software comparison websites
are the new SEO juice. “
SEO
juice

24. 4%
Event
LINK WITH OFFLINE
16%
Contest
participation
11%
Succes shouts
03
ACTIVATE
your ambassadors
“ Komaaaaaan Catherine!!! De kick van je
leven! Believe me!!! De vrije val is bangelijk,
maar de hemelse rust daarna... ZA-LIG!!
Succes! You can do it!! X. “ ( Sabine Dullars )

26. 04
ANALYSE
the numbers
Our customers can track their
ambassadors and all social
challenges they participate in.
Allowing them to learn from
the numbers, rinse and repeat.
0101100101110110110101
1110110101000101001011
10101 101 10101000111
110 1 100 01010010010
100 0 001 101011 1110
1 1 1 011 101001 1010
0 0 0 100 010110 0101
0 1 0 101 010101 0101
1 1 0 011 001100 1100
1 0 1 010 10 010 1010
0 0 1 100 11 001 1001
1 1 1 11 10 001 1010
0 0 0 00 01 110 010
0 1 0 01 01 101 010
1 0 11 00 100 110
1 10 10 010 101
1 00 11 001 100
0 10 10 101 101
0 00 11 001 100
1 11 11 111 111
0 00 00 000 000
1 10 01 100 110
1 11 01 1 1 010
0 1 11 0 0 101
1 0 01 1 0 011
1 1 11 0 0 111
0 1 00 1 1 01
1 1 10 0 1 10
0 0 00 1 1 10
0 0 11 0 1 10
1 0 0 1 1 01
1 1 1 0 10
0 1 1

27. CONCLUSION

28. WHY IS THIS IMPORTANT ?
25% of people choose to engage
with brands because of their
desire to join a community of
brand fans ( branderati.com )
Word-of-mouth is the
primary factor in 20-50% of
all purchasing decisions
( McKinsey )
Fans demand personal
interaction ( Social Media
Marketing Predictions 2015 )
Offers shared by trusted
advocates convert at 4-10x
higher rate than offers sent by
brands ( branderati.com )

29. “ If you haven't put structure
and process around
ambassador marketing, start
now. “
Richard Fouts
Gartner

30. WHY AMBASSADORS ARE
YOUR WEAPON OF CHOICE TO
AMPLIFY SOCIAL ACTIONS?
‣ not driven by monetary rewards only, recognition is key
‣ want to belong to a close-knit community
‣ want to build their personal brand through contributing
(social status)
‣ will go the extra mile, and humanize your brand

31. BUBOBOX
Koen Stevens
Word-Of-Mouth Director BuboBox
+32 496 25 09 47
koen@bubobox.com
@BuboBox
www.linkedin.com/in/koenstevens