Netlog: How To Create Brand Ambassadors?

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Netlog: How To Create Brand Ambassadors?

  1. 1. How To Create Brand Ambassadors? Business Development Steven Kraal
  2. 2. Agenda The Story The Audience The Motive Social Brands
  3. 3. The Story
  4. 4. 8 Years ago
  5. 5. Two Years Ago
  6. 6. 2009
  7. 7. 2009
  8. 8. This is Netlog now Two Years Ago
  9. 9. The Audience
  10. 10. Social Networking Worldwide Percentage of time internet users spent online Social networking worldwide monthly at number of unique visitors (mm) User Generated Company Generated +32% 567 563 538 535 516 510 49% 506 489 484 65% 66% 473 73% 464 77% 454 60% 431 51% 35% 34% 27% 23% Apr-07 Aug-07 Jul-07 Sep-07 Oct-07 Nov-07 Dec-07 Mar-08 Apr-08 May-07 Jun-07 Jan-08 Feb-08 0) 5) ts 4) ) 41 en -6 -7 -2 5- 42 1 3 nd (6 (1 (2 s( po es als X er es ur n ni om lr io at ille Al at M Bo M er en by G Ba 13-24 year olds spend over 50% of their online Over 500 Million people engage in time on Social Media sites Social Networks globally Growing 32% p.a. Source: ComScore / eMarketer
  11. 11. The Audience Target = Young! % of users younger than 25 = key success factor Top 10 Languages E SIT OF ITY LAR OPU P nl tr ro es en fr ar sl it de
  12. 12. It’s all about being...
  13. 13. Masters of ‘our’ Popularity Quantity of friends & feedback Authenticity Real friends, real feedback Engagement Frequent friends, regular feedback Belonging Cool friends, cool visitors REPUTATION
  14. 14. What is more important? Poll Netlog Users: 13-25y Country: Belgium Month:December 2008 Answers:5131 Many friends 44% Popularity Real friends Authenticity 27% “Cool” visitors Belonging 18% Visits of friends 11% Engagement 10% 20% 30% 40% 50
  15. 15. Brands on Social Nets + LIFETIME VALUE CORE BUYERS AMBASSADORS MISERS INFLUENCERS - - + SOCIAL VALUE SOURCE : FORRESTER
  16. 16. Brands Ambassador Count 5.000.000 3.750.000 2.500.000 1.250.000 0 8 08 8 8 8 08 8 08 08 8 8 0 0 0 -0 -0 -0 -0 n- g- n- l- b- r- p- ct ov ar ay Ju Ap Ju Ja Au Fe Se O M M N Brands on Netlog
  17. 17. 5 C’s of Brands Socialization CONTRIBUTE CONTENT BRAND SOCIALIZATION CONVERSATE CONTEXT CONTINUOUS
  18. 18. 5 C’s of Brands Socialization - Content Content What ? Give access to unique content. How ? On Netlog there are original formats for brand content.
  19. 19. 5 C’s of Brands Socialization - Conversation Conversate What ? Guide the user through non-stop interaction from interest into action. How ? Netlog oers conversation up to next chapter in decision making process.
  20. 20. 5 C’s of Brands Socialization - Continuously Continuous What ? Brand conversations are taking place anytime involving people from anyplace around the world. How ? Netlog is accessible 24/7 on multiple devices.
  21. 21. 5 C’s of Brands Socialization - Contextualization Context What ? No more is a brand what the company says about its product. It’s what a friend tells a friend. How ? Netlog allows al sorts of content sharing, from friend to friend. Brands become a part of people’s daily conversations.
  22. 22. 5 C’s of Brands Socialization - Contribution Contribute Click here to take MM’s skin on your profile What? User generated content makes your brand promise genuine and utterly convincing. How ? Netlog oers an experience-sharing platform.
  23. 23. Case Heineken Know the Signs
  24. 24. Case Heineken Know the Signs
  25. 25. Case Nike Id Vincent Kompany
  26. 26. Case Nike Id Vincent Kompany Very high interaction rate: over 1550 designs submitted in first 3 days
  27. 27. The Power of Social Media !quot;#$%$'(%)$ /)'01)$#(- *+,('-. 2(quot;1$%$'(%)$ *+,('-. !quot;# +, !quot;# ()* 0 ' $% /)%3($!)$4'+#$#( !quot;#$%$'(%)$*+,('-. )2%)$05$!1$%$'(%) !quot;#$%$'(%)$*+,('-. *+,('-. !quot;#$%$'(%)$*+,('-. ,2 1quot; - !quot;# !quot;# *+, ) +( *(+ */ ) -.( 3 %
  28. 28. WANT TO KNOW MORE? en.netlog.com/go/about/advertisers en.netlog.com/go/developer http://corporate.netlog.com steven.kraal@netlog.com http://nl.netlog.com/stevokay

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