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Why you need Ambassador Marketing for your DevRel business

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In this digital era, people output their opinions easily through internet, thus more and more companies are shifting towards ambassador marketing, the ultimate form of “word of mouth” marketing, which needs building good relationship between company and customer

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Why you need Ambassador Marketing for your DevRel business

  1. 1. Ambassador Marketing Madoka Chiyoda (Chomado) Cloud Developer Advocate Microsoft
  2. 2. • Send in your tweets with the hashtag #DevRelCon to let me know how you found my session!☺セッション中#DevRelCon ハッシュタグ付きでセッション内容をツイートよろしくお願 いします!セッション後に私が皆様の反応を確認したいです Your Tweets are Needed ツイートしてね
  3. 3. Madoka Chiyoda • Mobile App Developer at a startup → Evangelist at Microsoft → Software Engineer at Microsoft → Cloud Developer Advocate at Microsoft • Likes coding and creating something with other developers • Has 53.2K followers on Twitter (@chomado) • Engineer && Manga artist
  4. 4. My manga art
  5. 5. BTW, what is “DevRel”? ところで “DevRel” って何? Bing でググってみた
  6. 6. BTW, what is “DevRel”? ところで “DevRel” って何? Bing でググってみた marketing “DevRel” とは “Developer Relations” の略で、外部のエン ジニアと良い関係を構築し、自社サービスを知ってもらう マーケティング手法のこと
  7. 7. Agenda 1. What is a brand ambassador (corporate ambassador)? 2. What are the differences between Influencer Marketing and Ambassador Marketing 3. Traditional one-way marketing v.s. Ambassador marketing 4. Why you need Ambassador Marketing for your DevRel business
  8. 8. Agenda 1. What is a brand ambassador (corporate ambassador)? 2. What are the differences between Influencer Marketing and Ambassador Marketing 3. Traditional one-way marketing v.s. Ambassador marketing 4. Why you need Ambassador Marketing for your DevRel business
  9. 9. What is a brand ambassador? “Basically, a brand ambassador is someone who promotes a brand to people in their network to boost brand awareness and revenue.” 「基本的には、自分のネットワーク(人脈)内にその企業を広 めて、その企業の認知度と利益を上げる人のこと」
  10. 10. What is a brand ambassador? “Basically, a brand ambassador is someone who promotes a brand to people in their network to boost brand awareness and revenue.” 「基本的には、自分のネットワーク(人脈)内にその企業を広 めて、その企業の認知度と利益を上げる人のこと」 Microsoft Microsoft HoloLens 2 The promotion video was amazing! Have you seen that? ねえ聞いた?マイクロソフトが HoloLens 2 出したって!あのPV超良かったよ。
  11. 11. So then, what is Ambassador Marketing? じゃあアンバサダーマーケティングって何? フォロワー多い人を金で雇ってSNS投稿してもらうとか? いえ、それは『インフルエンサーマーケティング』に近いかな
  12. 12. BTW, what motivates you to buy? 買うならどっちを参考にする? マイクロソフトの Surface Go いいよ。俺いつも使って る。軽いしわりとパワーもあるしマジ最高
  13. 13. Survey: When looking for information about the products you want and need, to what extent are the following advertising most relevant to you?
  14. 14. Survey: When looking for information about the products you want and need, to what extent are the following advertising most relevant to you?
  15. 15. Survey: When looking for information about the products you want and need, to what extent are the following advertising most relevant to you? This means that • people trust what their friends say more than ads. (知人からの情報のほうが、広告よりずっと受け入れら れる) • Word-of-mouth is really important. (口コミはと ても大切)
  16. 16. Word of Mouth Marketing is important It works on SNS too
  17. 17. After all, ambassador marketing is… Ambassador marketing is kind of the ultimate type of Word of Mouth Marketing アンバサダーマーケティングは口コミマーケの究極版みたいな感じ who loves to spread the word about your brand (by Social Seeder, https://www.youtube.com/watch?v=TrDnkWpKWy0) needs to take care of its ambassadors importantly
  18. 18. Some ranks of ambassadors
  19. 19. Some ranks of ambassadors Consumer / Neutral (一般消費者)
  20. 20. Some ranks of ambassadors Consumer / Neutral (一般消費者) Fan (好んで買う)
  21. 21. Some ranks of ambassadors Consumer / Neutral (一般消費者) Fan (好んで買う) Unconscious ambassador (潜在的アンバサダー)
  22. 22. Some ranks of ambassadors Consumer / Neutral (一般消費者) Fan (好んで買う) Unconscious ambassador (潜在的アンバサダー) Active ambassador (意識的アンバサダー) I want to make this amazing café famous, so I post pictures to SNS and spread them. Every time this café announce new flavors, I always try them and tweet about it with photos.
  23. 23. Some ranks of ambassadors Consumer / Neutral (一般消費者) Fan (好んで買う) Unconscious ambassador (潜在的アンバサダー) Active ambassador (意識的アンバサダー) I want to make this amazing café famous, so I post pictures to SNS and spread them. Every time this café announce new flavors, I always try them and tweet about it with photos. I am passionate about being an ambassador for this café. I teach other ambassadors how to drink new flavors more deliciously, and how to take better pictures. I also send feedback to the café to make it better.
  24. 24. Agenda 1. What is a brand ambassador (corporate ambassador)? 2. What are the differences between Influencer Marketing and Ambassador Marketing 3. Traditional one-way marketing v.s. Ambassador marketing 4. Why you need Ambassador Marketing for your DevRel business
  25. 25. Agenda 1. What is a brand ambassador (corporate ambassador)? 2. What are the differences between Influencer Marketing and Ambassador Marketing 3. Traditional one-way marketing v.s. Ambassador marketing 4. Why you need Ambassador Marketing for your DevRel business
  26. 26. Influencer Marketing v.s. Ambassador Marketing インフルエンサーの方々 アンバサダーの方々(普通の人)
  27. 27. Influencer Marketing v.s. Ambassador Marketing
  28. 28. Agenda 1. What is a brand ambassador (corporate ambassador)? 2. What are the differences between Influencer Marketing and Ambassador Marketing 3. Traditional one-way marketing v.s. Ambassador marketing 4. Why you need Ambassador Marketing for your DevRel business
  29. 29. Agenda 1. What is a brand ambassador (corporate ambassador)? 2. What are the differences between Influencer Marketing and Ambassador Marketing 3. Traditional one-way marketing v.s. Ambassador marketing 4. Why you need Ambassador Marketing for your DevRel business
  30. 30. When I was little,
  31. 31. Now
  32. 32. Marketing style has also changed
  33. 33. Traditional one-way marketing 昔のマーケティングは「一方通行」だった cannot see ’ faces, their voice, nor what they think about our product.
  34. 34. Ambassador Marketing with SNS 今のマーケティングは「双方向発信」
  35. 35. Case studies
  36. 36. Case study 1: 7-Eleven Japan’s ambassador program 事例1) セブンスイーツアンバサダー
  37. 37. Case study 1: 7-Eleven Japan’s ambassador program 事例1) セブンスイーツアンバサダー membership cards first updates and coupons
  38. 38. Case study 1: 7-Eleven Japan’s ambassador program 事例1) セブンスイーツアンバサダー invite ambassadors to their tasting event raised my loyalty met many other ambassadors
  39. 39. Case study 2: Microsoft MVP Award 事例2) Microsoft のアンバサダープログラムの一種『Microsoft MVP』 MVP passionately share their knowledge with the community
  40. 40. Case study 2: Microsoft MVP Award 事例2) Microsoft のアンバサダープログラムの一種『Microsoft MVP』
  41. 41. Case study 2: Microsoft MVP Award 事例2) Microsoft のアンバサダープログラムの一種『Microsoft MVP』 Thanks! outstanding community leaders
  42. 42. Case study 2: Microsoft MVP Award 事例2) Microsoft のアンバサダープログラムの一種『Microsoft MVP』
  43. 43. Case study 2: Microsoft MVP Award 事例2) Microsoft のアンバサダープログラムの一種『Microsoft MVP』 multi-day MVP event technical discussions and feedback sessions networking opportunities Microsoft product groups Photo: https://twitter.com/TinaStenderup/status/971932421322031104 https://charbelnemnom.com/2018/03/its-time-to-take-off-to-the-microsoft-mvp-global-summit-2018-mvp-mvpsummit-mvpbuzz/
  44. 44. Case study 2: Microsoft MVP Award 事例2) Microsoft のアンバサダープログラムの一種『Microsoft MVP』 Photo: https://dev.classmethod.jp/etc/joined_shibata/ official logo credibility
  45. 45. Case study 2: Microsoft MVP Award 事例2) Microsoft のアンバサダープログラムの一種『Microsoft MVP』 Our employee got Microsoft MVP Award for 11 years in a row!
  46. 46. What you should do if you do ambassador marketing: アンバサダーマーケティングをやるなら、企業は以下のことに気を付けます: • Make sure to listen to your ambassadors. (This is really important!) • Build a strong relationship through communication and recognition. • Connect them with the product team and make your product better together. • Offer exclusives like membership, rewards and first updates.
  47. 47. Agenda 1. What is a brand ambassador (corporate ambassador)? 2. What are the differences between Influencer Marketing and Ambassador Marketing 3. Traditional one-way marketing v.s. Ambassador marketing 4. Why you need Ambassador Marketing for your DevRel business
  48. 48. Agenda 1. What is a brand ambassador (corporate ambassador)? 2. What are the differences between Influencer Marketing and Ambassador Marketing 3. Traditional one-way marketing v.s. Ambassador marketing 4. Why you need Ambassador Marketing for your DevRel business
  49. 49. So if you (company) focus more on ambassador marketing, • your ability to communicate with developers, the level and depth of communication, the reach of your message, will all increase and spread. • Not only strong relationship between you and developers but also between a developer and another one
  50. 50. As I mentioned, Consumer / Neutral (一般消費者) Fan (好んで買う) Unconscious ambassador (潜在的アンバサダー) Active ambassador (意識的アンバサダー)
  51. 51. Ambassador Marketing works on DevRel ’t you meet the product team of Azure Functions? They want your feedback
  52. 52. Ambassador Marketing works on DevRel ’t you meet the product team of Azure Functions? They want your feedback
  53. 53. Ambassador Marketing works on DevRel ’t you meet the product team of Azure Functions? They want your feedback
  54. 54. Wrap up! • People trust what their friends say more than ads • An ambassador is a person who loves to spread your brand on a voluntary basis • The power of ambassadors is big • Ambassador marketing has long term return • Building strong relationship through communication and recognition is the most important
  55. 55. Big thank you
  56. 56. © 2018 Microsoft Corporation

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