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don’t boil the ocean!
HOW TO BUILD BRAND AMBASSADORS
Lee Fox
PeerSpring
April, 2016
advocacyretentioncommitmentengagementawareness
LISTEN
CARE
TRUST
LOYAL
AMBASSADORS
Karissa Ann
advocacyretentioncommitmentengagementawareness
HOW CAN YOU GET PEOPLE TO LISTEN?
THERE’S A LOT OF NOISE OUT THERE!
8,333 vine videos
shared (and upload
12M to Twitter!)
Walter Lim
HOW DO YOU IDENTIFY INFLUENCERS?
Hurca!
BUILD RELATIONSHIPS WITH INFLUENCERS
who influences YOU (that is famous)?
David Martyn Hunt
BUILD RELATIONSHIPS WITH INFLUENCERS
who influences YOU (that is NOT famous)?
BUILD RELATIONSHIPS WITH INFLUENCERS
writer, videographer,
photographer,
animator
short-form writer,
interviewer, vignette
producer, remixer
reviews, comments,...
Jason Howie
LONG FORM:
* Blogs / Podcasts / Newsletters
* Video / Billboards
* Live Events / Presentations
SHORT FORM:
* P...
source: Yconic
CONVERSATIONALISTS
SUPPORTERS
INFLUENCERS:
Anyone can be part of
the conversation if
they’re willing to
sha...
the 60-30-10 rule
ZHAO !
CREATOR CURATOR
INFLUENCER
unique
knowledge
SUPPORTER
trusted
resource
60-RT’s
30-responses
10-pr...
JON_CF
advocacyretentioncommitmentengagementawareness
HOW CAN YOU GET PEOPLE CARE?
`
ARE ALL AUDIENCES THE SAME?
Robert McGoldrick
AUDIENCE SEGMENTATION
USE THE SAME “TONE” OF VOICE?
1 2 3 4
Jesse Millan
Pink Sherbert Photography
College Degrees 360
Oakley Originals
David Shankbone
DEMOGRAPHICS
WHAT’S DI...
1 2 3 4
Jesse Millan
Pink Sherbert Photography
College Degrees 360
Oakley Originals
David Shankbone
DEMOGRAPHICS
• race

•...
1983
TCP/IP
protocol
Matures Boomers GenX GenY GenZ Alphas
Adopters Transformers
1972
1st video
game
1989
World Wide
Web
1...
0
22.5
45
67.5
FB YT TW IN
14-17 18-34 35-54
TRANSMEDIA
AGE DEFINES WHERE THEY ARE
how to find people in your conversation?
Be aware of
keywords and
hash-tags.
NATIONAL GUARD
advocacyretentioncommitmentengagementawareness
EARNING THEIR TRUST + PARTICIPATION
the idea of “viral” content
JD Hancock what is the “tone” of your voice?
BE
(in)CREDIBLE!
what makes YOU a “credible” source?
`
*FAIL*
vent especially

about celebs
CUTE
how could you
not?
LOL =P
humorous
content
WT…?
strange

curious
411 

dialed ...
funny stuff
random stuff
stuff you’re doing
stuff w/ friends
where you’re at
school stuff
family stuff
health
religion
pol...
NicolaNDo_4532
advocacyretentioncommitmentengagementawareness
EARNING + RETAINING THEIR LOYALTY
Karissa Ann
your audience is hungry for the truth
KEEP FEEDING THEM!
• Cervical Health Awareness Month

• National Birth Defects Prevention

• National Folic Acid Awareness Week
(second week ...
WHEN: how important is “time” or date?
CERTAIN TIMES ARE BETTER THAN OTHERS
David Simmonds
advocacyretentioncommitmentengagementawareness
GIVE YOUR AMBASSADORS “RECOGNITION”
SPECIFIC
MEASURABLE
David Villarreal Fernandez
ATTAINABLE
RELEVANT
TIMELY
advocacyretentioncommitmentengagementawareness
U...
THANK YOU!
INFO@PEERSPRING.COM
How to build Brand Ambassadors
How to build Brand Ambassadors
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How to build Brand Ambassadors

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Do you REALLY know "who" your brand ambassadors will be? Have you considered the demographics (gender, age, heritage, geography, wealth, health, education, etc.) and incorporated these factors into your communication plan? Learn which social and mobile technologies will be most effective for YOUR unique audience. Participants will come away with tangible messaging structures and marketing strategies.

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How to build Brand Ambassadors

  1. 1. don’t boil the ocean! HOW TO BUILD BRAND AMBASSADORS Lee Fox PeerSpring April, 2016
  2. 2. advocacyretentioncommitmentengagementawareness LISTEN CARE TRUST LOYAL AMBASSADORS
  3. 3. Karissa Ann advocacyretentioncommitmentengagementawareness HOW CAN YOU GET PEOPLE TO LISTEN?
  4. 4. THERE’S A LOT OF NOISE OUT THERE! 8,333 vine videos shared (and upload 12M to Twitter!)
  5. 5. Walter Lim HOW DO YOU IDENTIFY INFLUENCERS?
  6. 6. Hurca! BUILD RELATIONSHIPS WITH INFLUENCERS who influences YOU (that is famous)?
  7. 7. David Martyn Hunt BUILD RELATIONSHIPS WITH INFLUENCERS who influences YOU (that is NOT famous)?
  8. 8. BUILD RELATIONSHIPS WITH INFLUENCERS
  9. 9. writer, videographer, photographer, animator short-form writer, interviewer, vignette producer, remixer reviews, comments, responds to status updates + in forums interested in facts interested in building relationships consume only live events onlyFutUndBeidl CREATOR CRITIC COLLECTOR JOINER SPECTATOR CONVERSATIONALIST
  10. 10. Jason Howie LONG FORM: * Blogs / Podcasts / Newsletters * Video / Billboards * Live Events / Presentations SHORT FORM: * Posts / Tweets * Photos / Vignettes * Virtual Meet-Ups ALT FORM: * Surveys / Petitions * Games / Jokes * Quick Tips where are the influencers most effective?
  11. 11. source: Yconic CONVERSATIONALISTS SUPPORTERS INFLUENCERS: Anyone can be part of the conversation if they’re willing to share. CREATE + SHARE Online behaviors of young adults: Survey: • 1,276 (13-to-34 yr olds) • September 2015
  12. 12. the 60-30-10 rule ZHAO ! CREATOR CURATOR INFLUENCER unique knowledge SUPPORTER trusted resource 60-RT’s 30-responses 10-promotional
  13. 13. JON_CF advocacyretentioncommitmentengagementawareness HOW CAN YOU GET PEOPLE CARE?
  14. 14. ` ARE ALL AUDIENCES THE SAME?
  15. 15. Robert McGoldrick AUDIENCE SEGMENTATION USE THE SAME “TONE” OF VOICE?
  16. 16. 1 2 3 4 Jesse Millan Pink Sherbert Photography College Degrees 360 Oakley Originals David Shankbone DEMOGRAPHICS WHAT’S DIFFERENT ABOUT THESE PEOPLE? 5
  17. 17. 1 2 3 4 Jesse Millan Pink Sherbert Photography College Degrees 360 Oakley Originals David Shankbone DEMOGRAPHICS • race • religion • educational attainment • country of origin • medical condition • family dynamics • issue / political affiliation • etc • age • gender • geography • economic condition WHAT’S DIFFERENT ABOUT THESE PEOPLE? 5
  18. 18. 1983 TCP/IP protocol Matures Boomers GenX GenY GenZ Alphas Adopters Transformers 1972 1st video game 1989 World Wide Web 1993 1st Browser for Personal Use 1927 -1945 1946 -1964 1965 -1983 1984 -1996 1997 - 2009 2010 - now 1973 1st mobile phone 1969 1st computer message
 1998 Google launched 1947 Polaroid camera 1936 1st TV broadcast (BBC)
 2004 Facebook launched
 2007 iPhone 
 2010 Kickstarter launched
 2014 Bitcoin emerging generations
  19. 19. 0 22.5 45 67.5 FB YT TW IN 14-17 18-34 35-54 TRANSMEDIA AGE DEFINES WHERE THEY ARE
  20. 20. how to find people in your conversation? Be aware of keywords and hash-tags.
  21. 21. NATIONAL GUARD advocacyretentioncommitmentengagementawareness EARNING THEIR TRUST + PARTICIPATION
  22. 22. the idea of “viral” content
  23. 23. JD Hancock what is the “tone” of your voice? BE (in)CREDIBLE! what makes YOU a “credible” source?
  24. 24. ` *FAIL* vent especially
 about celebs CUTE how could you not? LOL =P humorous content WT…? strange
 curious 411 
 dialed IN OMG! shocking content TONE OF VOICE
  25. 25. funny stuff random stuff stuff you’re doing stuff w/ friends where you’re at school stuff family stuff health religion politics 85 78 78 74 73 57 50 31 22 22
  26. 26. NicolaNDo_4532 advocacyretentioncommitmentengagementawareness EARNING + RETAINING THEIR LOYALTY
  27. 27. Karissa Ann your audience is hungry for the truth KEEP FEEDING THEM!
  28. 28. • Cervical Health Awareness Month • National Birth Defects Prevention • National Folic Acid Awareness Week (second week of January) • National Breast and Cervical Cancer Early Detection • Intimate Partner Violence • Presidential Proclamation — National Stalking Awareness Month, 2015 • Presidential Proclamation — National Slavery and Human Trafficking Prevention Month, 2015 • International Prenatal Infection Prevention Month • Condom Week (week of Valentine's Day) • National Teen Dating Violence Awareness and Prevention Month • National Girls & Women’s Sports Day • National Women + Girls HIV / AIDS awareness Day • Sleep Awareness Month (promoted by the National Sleep Foundation) • Prom Season • STD / STI Awareness Month • Sexual Assault Awareness and Prevention Month • Every Kid Healthy Week (last full week of April) • World Immunization Week (last week of April) • Hepatitis Awareness Month • Preeclampsia Awareness Month • National Teen Pregnancy Prevention Month • National Women's Health Week (begins on Mother's Day) • National Women’s Check-Up Day • National Alcohol- and Other Drug-Related Birth Defects Awareness Week (begins on Mother's Day) • Men's Health Month • National Congenital Cytomegalovirus Awareness Month • Cord Blood Awareness Month • National Breastfeeding Month • National Immunization Awareness Month • National Girlfriends Day • World Breastfeeding Week (first week of August) • Ovarian Cancer Awareness Month • Newborn Screening Awareness Month • Sepsis Awareness Month • National Breast Cancer Awareness • Health Literacy Month • SIDS Awareness Month • Pregnancy and Infant Loss Awareness Month • Domestic Violence Awareness Month • International Infection Prevention Week (third full week of October) • Red Ribbon Week (last week of October) • Day of the Girl • National Family Caregivers Month • Prematurity Awareness Month • World Prematurity Day (17) • Safe Toys and Gifts Month • World AIDS Day (1) MONTHLY CAUSES
  29. 29. WHEN: how important is “time” or date?
  30. 30. CERTAIN TIMES ARE BETTER THAN OTHERS
  31. 31. David Simmonds advocacyretentioncommitmentengagementawareness GIVE YOUR AMBASSADORS “RECOGNITION”
  32. 32. SPECIFIC MEASURABLE David Villarreal Fernandez ATTAINABLE RELEVANT TIMELY advocacyretentioncommitmentengagementawareness USE A SMART COMMUNICATION PLAN
  33. 33. THANK YOU! INFO@PEERSPRING.COM
  • BrigittaRubin

    May. 26, 2020

Do you REALLY know "who" your brand ambassadors will be? Have you considered the demographics (gender, age, heritage, geography, wealth, health, education, etc.) and incorporated these factors into your communication plan? Learn which social and mobile technologies will be most effective for YOUR unique audience. Participants will come away with tangible messaging structures and marketing strategies.

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