This document discusses how to activate online ambassadors to promote brands on social media. It suggests that most potential ambassadors are latent and need activation to share brand messages. It recommends identifying internal and external ambassadors, defining social objects to engage them, and using a seeding calendar and tool to invite ambassadors to participate in targeted seeding campaigns. Tracking the impact in social media allows measurement of how well the campaigns perform. The goal is to have ambassadors easily share brand messages authentically as the most effective form of ambassadorship.
By most accounts, marketing automation is the greatest thing since… well, since email marketing. The ability to qualify leads and build demand in a fully automated workflow frees us marketers from the high-pressure requirements of constant writing, email development, and deployment tasks.
It also enables us to more appropriately personalize content and send messages that are both timely and relevant. In this guide, we define the differences between email blasts, drip emails, and nurture emails and how you can use your automated-marketing solution to subjugate these tasks.
This is without a doubt, the worst presentation I have ever seen. An agency (name hidden to protect privacy) walked in and presented this gem to us over 45 minutes that I will never ever be able to recover.
What started out as a BTL activity pitch for a daily deals site (Groupon India), morphed into the world's worst crash course in marketing.
There is a something bizarre on each and every slide. Enjoy.
Ryan Thompson and Jordan Wollman, the partners of agency Aria, present the best practices to produce results on digital platforms and websites for 2014
How to Grow a Product with a User JourneyBrandon Owens
How to Grow a Product with a User Journey
Brandon Owens - http://linkedin.com/in/brandonowens
Mauricio Estrella - http://linkedin.com/in/mestrella
Too often growth is assumed to be a marketing problem but the overall pace of growth is frequently governed by how well the product converts new users into heavy users.
This presentation highlights how you can create a User Journey to identify the most important parts of a product experience that drive or inhibit growth.
i. How we related a User Journey to Growth
ii. 3 things to focus your teams on for Growth
iii. Then what? User Journey
iv. What is the “aha moment”
v. Things you can do to build a user journey
vi. Final recommendations
Presented at Barcamp Shanghai, Spring 2014
Designing Strategy: Realign Your Mission and Values With Your Digital PresenceBryan Merica
The idea behind “Designing Strategy” isn’t simply about building a slick-looking website with all the latest bells, whistles, and social media plug-ins. Instead, it’s about asking oneself all of the questions that need to be answered when building an online presence, and using those answers to form an outreach, engagement, or marketing game plan.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
By most accounts, marketing automation is the greatest thing since… well, since email marketing. The ability to qualify leads and build demand in a fully automated workflow frees us marketers from the high-pressure requirements of constant writing, email development, and deployment tasks.
It also enables us to more appropriately personalize content and send messages that are both timely and relevant. In this guide, we define the differences between email blasts, drip emails, and nurture emails and how you can use your automated-marketing solution to subjugate these tasks.
This is without a doubt, the worst presentation I have ever seen. An agency (name hidden to protect privacy) walked in and presented this gem to us over 45 minutes that I will never ever be able to recover.
What started out as a BTL activity pitch for a daily deals site (Groupon India), morphed into the world's worst crash course in marketing.
There is a something bizarre on each and every slide. Enjoy.
Ryan Thompson and Jordan Wollman, the partners of agency Aria, present the best practices to produce results on digital platforms and websites for 2014
How to Grow a Product with a User JourneyBrandon Owens
How to Grow a Product with a User Journey
Brandon Owens - http://linkedin.com/in/brandonowens
Mauricio Estrella - http://linkedin.com/in/mestrella
Too often growth is assumed to be a marketing problem but the overall pace of growth is frequently governed by how well the product converts new users into heavy users.
This presentation highlights how you can create a User Journey to identify the most important parts of a product experience that drive or inhibit growth.
i. How we related a User Journey to Growth
ii. 3 things to focus your teams on for Growth
iii. Then what? User Journey
iv. What is the “aha moment”
v. Things you can do to build a user journey
vi. Final recommendations
Presented at Barcamp Shanghai, Spring 2014
Designing Strategy: Realign Your Mission and Values With Your Digital PresenceBryan Merica
The idea behind “Designing Strategy” isn’t simply about building a slick-looking website with all the latest bells, whistles, and social media plug-ins. Instead, it’s about asking oneself all of the questions that need to be answered when building an online presence, and using those answers to form an outreach, engagement, or marketing game plan.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
Building A Customer Journey Map PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Building A Customer Journey Map Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with seventeen slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Building A Customer Journey Map Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
A UX Design that Creates a Branding Experience for Financial CompaniesLogo Design Guru
User experience relates to user involvement with your brand in any way. It could be online as well as offline. This includes the environment that you provide to your audience and how you make their interaction with your brand easy and smooth. Designers invest a great amount of thought and efforts in order to increase the proficiency of UX. An excellent UX design can be created only, by providing your clients with distinct brand experience.
Ever thought how a billboard with food visuals, evokes feelings of hunger? This is because a brand connects with you and provokes you to take a decision.
Brand experience is theorized as the emotional responses triggered by brand. Feelings and sensations evoked by brand design related stimuli, forms audience perceptions and behavior. Stimuli can be brand packaging, design, identity, communications and environment.
You can provide a distinct brand experience to your customers with good user experience design. If you are an owner or marketing head of financial firm, UX design becomes even more important. Financial companies rely on customer loyalty and trust. Therefore, it is crucial for you to focus on providing distinct brand experience through exceptional UX design. If a client leaves with satisfaction that eventually guarantees profit and customer retention.
This slide share discusses visual design elements that will help your financial company to provide customers with extraordinary UX design.
How to deconstruct your agency's business model to better understand the value you deliver to clients and better position for firm to work for the types of clients you really want.
A pay-per-click copywriting lesson by Kyle Angeles.
In this deck, we discuss the habits of average user-behaviour on digital platforms and how to utilize proper writing technique when advertising for better engagement and conversions.
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
In our ever-increasingly digital society, whether you ‘exist’ depends upon whether you have a digital presence. And if you have a digital presence, the next question is, “How effective is your brand experience online, in attracting customers and creating tangible leads?”
It’s not just about making things look good, it’s about solving your business problem. How to use Purpose, Strategy and Design in meaningful ways, that differentiate your business with intent, vision, relevance and clarity.
The internet is one of the easiest ways to make money,particularly if you want to make money from your home, or make money in a way that costs little and returns many-fold on your investment of little or nothing. It has allowed people from all walks of life to make money—big money—and quit their day jobs (or in many cases, never start one to begin
with). And surprisingly, making money on the internet does not require the sort of background, education, or experience that most people think it does. Making money on the internet has been made increasingly easier, opening the door for more and more people to sit back, relax, and let the ethereal World Wide Web make their money for them.
StraTools - easy-to-digest and simple-to-apply strategy & planning toolsAndreas Krasser
I am currently Chief Strategy Officer at DDB Group in Hong Kong. My job often requires me to facilitate strategic and creative thinking among larger groups, for which I have used and created multiple tools over the years. In an effort to more openly share knowledge and receive larger scale feedback, I have decided to condense some of my more frequently used methodologies into simple one-pagers.
Some StraTools are remixes of classic marketing models, others are original creations. Either way, I hope you find them interesting, inspiring, and somewhat useful. If you happen to actually use them, please do let me know your feedback. I’d be also curious to see if you find ways to build on and enhance any of the StraTools.
Are you feeling the itch to refresh your inbound marketing campaigns, but unsure where to begin? Inbound is all about publishing helpful and interesting content your audience wants to consume, but with the infinite number of approaches and ever-increasing creative standards, the possibilities of how your campaigns might take shape can be overwhelming.
To help get the inspiration flowing, we’ve collected 32 examples of truly enviable inbound marketing. Whether you want to rethink your approach to social media, email, or blogging, we’ve curated top-notch examples to expand your thinking. Or, perhaps you are ready to experiment with a new medium for your content. Explore the video and microsite chapters to discover what the leaders in multimedia marketing are creating to share their stories.
Maximize How You Individualize: because the Journey and Outcome Matter Nicholas Kontopoulos
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays marketers, but also explore some of the ways in which innovative brands are adapting to this 'New Reality’.
A practical guide to crafting amazing digital experiencesCaroline Petersen
Don’t roll the dice on customer satisfaction. In this guide, we’ll discuss how to create strategic digital customer experiences that drives lead generation and customer retention.
How we generated an ROI of 10:1 by Bringing Data to Lifejpritchard2
This is a presentation that was amde by Jonathan Pritchard of Tangent Snowball and Hannah Leyland of Plumb Center at the Marketing Week LIVE show 2012, 27th June 2012.
Tangent and Plumb Center have worked together for several years. Tangent origianlly created the Branch Marketing Toolbox to help local branch marketing. Tangent then began working with the customer data to really undersatnd how to best drive footfall locally into branches.
This campaign is one of the most succesful that has been run (it's success has just been repeated as of 1st July 2012) and really showed how, by using insight, innovation and influence, we could all really help to make a financial difference in a very competitive market place.
Many PPC and SEO professionals spend their days justifying their work by using tracking information that is, at best, misleading and, at worst, completely wrong. In this session, Bart Burggraaf, Partner at MediaGroup Worldwide, discusses the pitfalls of digital marketing tracking, how we got into this mess and what to do about it (hint: it involves statistical analysis!).
Three key takeaways: 1. Understanding what the tracking data REALLY tells you. 2. Understanding how we got to the point that we are tracking all the wrong things. 3. Understanding how to get reliable, accurate data that measures actual incremental business.
Building A Customer Journey Map PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Building A Customer Journey Map Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with seventeen slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Building A Customer Journey Map Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
A UX Design that Creates a Branding Experience for Financial CompaniesLogo Design Guru
User experience relates to user involvement with your brand in any way. It could be online as well as offline. This includes the environment that you provide to your audience and how you make their interaction with your brand easy and smooth. Designers invest a great amount of thought and efforts in order to increase the proficiency of UX. An excellent UX design can be created only, by providing your clients with distinct brand experience.
Ever thought how a billboard with food visuals, evokes feelings of hunger? This is because a brand connects with you and provokes you to take a decision.
Brand experience is theorized as the emotional responses triggered by brand. Feelings and sensations evoked by brand design related stimuli, forms audience perceptions and behavior. Stimuli can be brand packaging, design, identity, communications and environment.
You can provide a distinct brand experience to your customers with good user experience design. If you are an owner or marketing head of financial firm, UX design becomes even more important. Financial companies rely on customer loyalty and trust. Therefore, it is crucial for you to focus on providing distinct brand experience through exceptional UX design. If a client leaves with satisfaction that eventually guarantees profit and customer retention.
This slide share discusses visual design elements that will help your financial company to provide customers with extraordinary UX design.
How to deconstruct your agency's business model to better understand the value you deliver to clients and better position for firm to work for the types of clients you really want.
A pay-per-click copywriting lesson by Kyle Angeles.
In this deck, we discuss the habits of average user-behaviour on digital platforms and how to utilize proper writing technique when advertising for better engagement and conversions.
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
In our ever-increasingly digital society, whether you ‘exist’ depends upon whether you have a digital presence. And if you have a digital presence, the next question is, “How effective is your brand experience online, in attracting customers and creating tangible leads?”
It’s not just about making things look good, it’s about solving your business problem. How to use Purpose, Strategy and Design in meaningful ways, that differentiate your business with intent, vision, relevance and clarity.
The internet is one of the easiest ways to make money,particularly if you want to make money from your home, or make money in a way that costs little and returns many-fold on your investment of little or nothing. It has allowed people from all walks of life to make money—big money—and quit their day jobs (or in many cases, never start one to begin
with). And surprisingly, making money on the internet does not require the sort of background, education, or experience that most people think it does. Making money on the internet has been made increasingly easier, opening the door for more and more people to sit back, relax, and let the ethereal World Wide Web make their money for them.
StraTools - easy-to-digest and simple-to-apply strategy & planning toolsAndreas Krasser
I am currently Chief Strategy Officer at DDB Group in Hong Kong. My job often requires me to facilitate strategic and creative thinking among larger groups, for which I have used and created multiple tools over the years. In an effort to more openly share knowledge and receive larger scale feedback, I have decided to condense some of my more frequently used methodologies into simple one-pagers.
Some StraTools are remixes of classic marketing models, others are original creations. Either way, I hope you find them interesting, inspiring, and somewhat useful. If you happen to actually use them, please do let me know your feedback. I’d be also curious to see if you find ways to build on and enhance any of the StraTools.
Are you feeling the itch to refresh your inbound marketing campaigns, but unsure where to begin? Inbound is all about publishing helpful and interesting content your audience wants to consume, but with the infinite number of approaches and ever-increasing creative standards, the possibilities of how your campaigns might take shape can be overwhelming.
To help get the inspiration flowing, we’ve collected 32 examples of truly enviable inbound marketing. Whether you want to rethink your approach to social media, email, or blogging, we’ve curated top-notch examples to expand your thinking. Or, perhaps you are ready to experiment with a new medium for your content. Explore the video and microsite chapters to discover what the leaders in multimedia marketing are creating to share their stories.
Maximize How You Individualize: because the Journey and Outcome Matter Nicholas Kontopoulos
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays marketers, but also explore some of the ways in which innovative brands are adapting to this 'New Reality’.
A practical guide to crafting amazing digital experiencesCaroline Petersen
Don’t roll the dice on customer satisfaction. In this guide, we’ll discuss how to create strategic digital customer experiences that drives lead generation and customer retention.
How we generated an ROI of 10:1 by Bringing Data to Lifejpritchard2
This is a presentation that was amde by Jonathan Pritchard of Tangent Snowball and Hannah Leyland of Plumb Center at the Marketing Week LIVE show 2012, 27th June 2012.
Tangent and Plumb Center have worked together for several years. Tangent origianlly created the Branch Marketing Toolbox to help local branch marketing. Tangent then began working with the customer data to really undersatnd how to best drive footfall locally into branches.
This campaign is one of the most succesful that has been run (it's success has just been repeated as of 1st July 2012) and really showed how, by using insight, innovation and influence, we could all really help to make a financial difference in a very competitive market place.
Many PPC and SEO professionals spend their days justifying their work by using tracking information that is, at best, misleading and, at worst, completely wrong. In this session, Bart Burggraaf, Partner at MediaGroup Worldwide, discusses the pitfalls of digital marketing tracking, how we got into this mess and what to do about it (hint: it involves statistical analysis!).
Three key takeaways: 1. Understanding what the tracking data REALLY tells you. 2. Understanding how we got to the point that we are tracking all the wrong things. 3. Understanding how to get reliable, accurate data that measures actual incremental business.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
This presentation aimed at small businesses and entrepreneurs talks about how to be strategic with marketing. There are several bonus slides discussing how to use social media at the end of the presentation.
Seminar on developing a digital start-up PPT given at Menta as part of the "Deeper into Digital" course, as part of the Digital Enterprise Engagement Programme (DEEP). DEEP is a pioneering new programme offering local businesses and those who are self-employed, access to a wealth of free digital courses, has been launched by the Menta - Enterprise Engagement Programme (EEP), funded by new Anglia Local Enterprise Partnership (LEP), as part of the Regional Growth fund Programme.
Conversant what the bleep does personalized marketing really meanConversant, Inc.
Outlines the essential components of a personalized marketing strategy and solution. Simplifies the process of identifying the right approach to personalization for any brand.
Social media branding for organizationsTodd Nilson
Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing von Shankho Mukherjee auf der virtuellen AFBMC.
https://conference.allfacebook.de/
While it's impossible to see the future, it is possible to prepare for it.
In this guide, we’ll explore some of the biggest marketing trends that you’ll be likely to encounter in the next few years, along with some tips for how you can capitalise on them.
Specifically, we'll help you prepare for a future that's...
personalised
integrated
native
Data-driven
mobile (and beyond)
From smart content, to integrated sales/services/marketing platforms, to internet-enabled refrigerators, this guide will help you prepare for the technology (and corresponding tactics) that lie ahead.
In 2017, native advertising revenues are predicted to reach about $17.5 billion. The number of internet-connected devices in the world, meanwhile, is expected to grow beyond 20 billion.
Are you ready for the future?
Mastering the Dynamic Landscape of Digital Marketing: Strategies, Tools, and ...Syed Rehan Ali
Digital marketing tools and techniques are constantly evolving. In this course, instructor Brad Batesole helps you keep up with this fast-moving field, covering what you need to know to help your business cut through the noise, engage potential customers, and adapt with the times. Brad begins by discussing the building blocks of online marketing, including how it's used, where it's been, and where it's headed. He then steps through how to define your value proposition, identify your target market, and establish your goals and KPIs. Next, he covers how customers evaluate the entirety of a brand's online presence, as well as how to decide on a marketing channel, optimize your website, and leverage SEO, paid advertising, and social media to help your target audience find you. Plus, learn how to develop an email marketing plan, get started with video marketing, and create easy-to-understand marketing reports that help you assess your progress.
Judging creative idea guide, this material will help the marketer especially those who work on advertising or brand to be able to formulate rational and structured thinking of judging creative idea
#FIRMday 15th nov 2013 tom chesterton, tonic agency how being useful will m...Gary Franklin
HelpMarketing means actively supporting the people we need before they know they need us. Tonic will look at the way in which
Kevin Green, REC “Adapting to collaborating in 21st Century”
Looking at what good practice looks like when working together with recruitment agencies
- Managing the risk
- Building the trust
restructure, transformation and change.
Learn from her BIG mistake and glean some hints and tips along the way!
we can take the latest marketing thinking and apply that to talent acquisition.
- The art of building community
- Why power has shifted irrevocably to candidates
- Being useful means better engagement, broader advocacy and a more authentic employer reputation
- Useful examples
Presentation Rob Flaherty (Ketchum) at the STIMA Congress of 4 December 2015. "Release your brand into the wild - or it will soon be an endangered species."
1. The Power of
Online Ambassadors
@jcaudron
FUTURELAB
Net Promotor Score:
a way of measuring
ambassadorship
Jan Van Aken
2. FUTURELAB Brussels
Jo Caudron
°1968
Founder & CEO
Digital Consulting Firm
Co-Founder
Social Media
Campaigning Platform
Jan Van Aken
°1960
Founder & Partner
Consulting in Customer Centricity
Former CEO
FUTURELAB Brussels
3. @jcaudron
Media are transportation tubes
to bring messages from A to B
in order to influence people’s
opinions.
And media need content to
disguise the messages.
4. @jcaudron
Traditional media are eroding.
Their future is uncertain.
Brands are looking for
alternatives to bring
messages across.
5. @jcaudron
Exit 1: the web
“if we build it,
they will come”.
Not.
(if we want them to
come we still need to
buy their attention …)
6. @jcaudron
Exit 2: Social Media
“people love us, they will share
everything we say, everything
will go viral”.
Not.
(even the best brands only reach a small
fraction of their client base via social
media.
Having clients share something remains
quite a challenge, even for the best-in-
class-brands)
7. @jcaudron
Exit 3: Content Marketing
“Let’s create great
content and everyone
will want to read this”.
Not.
20. FUTURELAB Brussels
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
21. FUTURELAB Brussels
LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
NEED FOR
ACTIVATION
Collaboration
Don’t be demanding
from the start.
Become one
22. FUTURELAB Brussels
Interest Love Advocacy Cocreation
Receive Engage Share Input
LATENT MANIFEST
Many people
Low threshold
Few people
High threshold
Collaboration
Become one
23. FUTURELAB Brussels
Interest Love Advocacy Cocreation Collaboration
Receive Engage Share Input
Social Media
strategy
Content Marketing
strategy
LATENT MANIFEST
NEED FOR
ACTIVATION
Become one
Ambassador
strategy
NPS
measures
advocacy
26. FUTURELAB Brussels
Getting the basics right is the foundation to
differentiate.
Satisfaction
The basics: eliminating defects
Product meets
customer needs
Product works
as expected
Problems resolved
as expected
Differentiators: creating the WOW factor
Loyalty
Ordinary services
delivered
exceptionally
Exceptional services/
features
delivered well
27. FUTURELAB Brussels
Wat is er mis met klassieke klantentevredenheid ?
• NIETS
• Een tevreden klant is het strikte olympisch minimum.
• Niemand verwacht om ontevreden te zijn van een aankoop of dienst
• Door een customer centric strategie streven we naar klanten als promotoren van
ons merk die door hun aanstekelijk enthousiasme anderen aanmoedigen om dat
ook te zijn.
29. FUTURELAB Brussels
⇒ spend more
⇒ negotiate less
⇒ stay longer as customers
⇒ are more open to upselling
⇒ are easier to service
⇒ upgrade quicker
⇒ are ready to refer to others
⇒ etc.
Customers that are so
happy they are likely to
recommend a company
0 1 2 3 4 5 6 7 8 9 10
Happy Customers Are More Profitable
It’s about recommendation
30. FUTURELAB Brussels
of defectors
ARE satisfied
80%
NPS is about recommendation
Are You Satisfied?
0 1 2 3 4 5 6 7 8 9 10
How Likely are You to Recommend?
Net Promoter™ Score
Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain Company, and Fred Reichheld.
% promoters - % detractors = Net Promoter Score
31. FUTURELAB Brussels
Interest Love Advocacy Cocreation Collaboration
Receive Engage Share Input
Social Media
strategy
Content Marketing
strategy
LATENT MANIFEST
NEED FOR
ACTIVATION
Become one
Ambassador
strategy
NPS
measures
advocacy
32. FUTURELAB Brussels
Relationeel en transactioneel
• Transactionele NPS meet het aanbevelingsgedrag (NPS score) bij klanten op basis van
hun laatste aankoop (zowel bij de sales rep, in de POS als online, zowel B2B als B2C).
- Daartoe wordt op een steekproef van de (aan)kopers (of de DMU in een B2B context) een
email verstuurd die doorstuurt naar een landing page waarop zich de NPS vragenlijst bevindt.
• Merk NPS: meet het aanbevelingsgedrag op merkniveau, één à 2 maal per jaar, eventueel
in een benchmark studie met de concurrentie
• In beide gevallen is de score belangrijk, maar het antwoord op ‘waarom gaf u deze score’
is zo mogelijk nog belangrijker
33. FUTURELAB Brussels
Typische NPS score
42 44 109 88 41 36
10
9
3
6
10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
10 9 8 7 6 5 4 3 2 1 0
Q.: How likely would you be to recommend xxx stores to your friends or family?
Nr
%
Promoters
86
22%
Passives
197
49%
Detractors
115
29%
34. FUTURELAB Brussels
NPS: Tips om af te sluiten
• Weet bij wie je meet ! Don’t fool yourself !
• Geraak niet gefixeerd op de score !! Verbatims zijn belangrijker.
• Staaf je interpretatie op grond van gedegen statistiek. % kunnen soms bedrieglijk
zijn indien ze op onvoldoende observaties zijn geschoeid.
• Als je NPS laat meespelen in de verloning van medewerkers, doe dit dan op een
voldoende cijfermatig stabiele basis
• Escaleer detractor scores, vooral de allerlaagste, naar de klantendienst of de
verantwoordelijke sales mgr zodat er actie kan ondernomen worden.
= creëer de feedbackloop !
37. FUTURELAB Brussels
Identify Trigger
Social
objects
Timing Roll-out
Employees!
belonging!
pride!
define your !
„social objects”!
define a !
frequency!
!
ambassador
segmentation
planning!
think about a
community
manager!
!
install your !
tool-set!
Clients, fans,…!
exclusivity!
status!
rewards!
In practice
38. FUTURELAB Brussels
Identify Trigger
Social
objects
Timing Roll-out
Employees!
belonging!
pride!
define your !
„social objects”!
define a !
frequency!
!
seeder
segmentation
planning!
think about a
community
manager!
!
install your !
tool-set!Clients, fans,…!
exclusivity!
status!
rewards!
1. Social Audit 2. Seeding calendar 3. Social Seeder
In practice
39. FUTURELAB Brussels
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.
http://www.socialseeder.com
40. FUTURELAB Brussels
Live tracking
the full impact
of the seeding
campaign, per
seeder, per
social
network, ...
Measuring the impact in social media
41. The Power of
Online Ambassadors
@jcaudron
FUTURELAB
Net Promotor Score:
a way of measuring
ambassadorship
Jan Van Aken