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

1. Ambassador Marketing
Madoka Chiyoda (Chomado)
Cloud Developer Advocate
Microsoft

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. 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. My manga art

5. BTW, what is “DevRel”?
ところで “DevRel” って何？ Bing でググってみた

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. 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. 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. 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. 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. 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. 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. Survey: When looking for information about the products you
want and need, to what extent are the following advertising most
relevant to you?

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. 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. Word of Mouth Marketing is important
It works on SNS too

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. Some ranks of ambassadors

19. Some ranks of ambassadors
Consumer / Neutral (一般消費者)

20. Some ranks of ambassadors
Consumer / Neutral (一般消費者)
Fan (好んで買う)

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. 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. 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. 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. 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. 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. Influencer Marketing v.s. Ambassador Marketing

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. 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. When I was little,

31. Now

32. Marketing style has also
changed

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. Ambassador Marketing with SNS
今のマーケティングは「双方向発信」

35. Case studies

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Ambassador Marketing works on DevRel
’t you meet
the product team of
Azure Functions?
They want your
feedback

52. Ambassador Marketing works on DevRel
’t you meet
the product team of
Azure Functions?
They want your
feedback

53. Ambassador Marketing works on DevRel
’t you meet
the product team of
Azure Functions?
They want your
feedback

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. Big thank you

56. © 2018 Microsoft Corporation