ECOMMERCE SUMMIT PATRICK DE PAUWSOCIAL SEEDER

The Business Importance ofONLINE AMBASSADORSHIP

?Patrick De PauwHead Ambassador Social Seeder18 yrs commercial director

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?“ DO YOU STILL BELIEVE THAT PEOPLE WATCH TRADITIONAL ADS? ”

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” THEY AREN’T EVEN PAYING ATTENTION TO THE ROAD ANYMORE ! ”

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NEWS FLASH: THE WORLD IS CHANGING

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Mobile

Social

DigitalAnalog

Internet

THE SPEED OF CHANGE

MARKETERS RUIN EVERYTHING

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I’ve been one for 18 years ;-)

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Mobile

Social

DigitalAnalog

Internet

“ HOW DID ONLINE ADVERTISING WORK FOR YOU? ”

S

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2015 average CTR on banner ads 0.06%

” LET’S POST CONTENT ON SOCIAL MEDIA! ”

12 %

ORGANIC REACH

20133 %

2015

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AND WE STILLINVEST IN THIS?

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And, a lot!

We believe in AMBASSADORSHIP

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“ WHO IS AN AMBASSADOR?”

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An ambassador is an internal or external person who loves to spread the word about your brand on a

voluntary basis.

“ WHO IS AN AMBASSADOR?”

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VS

“ WHY AMBASSADORSHIP?”

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84% says friends & family are most influential to their behavior

“ WHY AMBASSADORSHIP?”

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Who do you believe most?

“ WHY AMBASSADORSHIP?”

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“ WHY AMBASSADORSHIP?”

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BUT IT IS MORE THAN A GIMMICK…IT’S BUSINESS CRITICAL!

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1 AMBASSADOR

SHARES ON2,4 NETWORKS

REACHES317 PEERSINFLUENCES 4,96% TO CLICK ON BRANDED CONTENT

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“ WHY AMBASSADORSHIP?”

“ WHY AMBASSADORSHIP?”

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50,000 FOLLOWERS 1,500 REACHED3% ORGANIC REACH

5 AMBASSADORS 1,500 REACHED317 PEERS REACH PER AMBASSADOR

WHEN YOU SHARE CONTENT ON YOUR SOCIAL MEDIA

WHEN YOUR AMBASSADORS SHARE YOUR CONTENT ON SOCIAL MEDIA

“ WHY AMBASSADORSHIP?”

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MORE ENGAGEMENT

EXTERNAL AMBASSADORS

AMBASSADORSHIP = ENGAGEMENTCUSTOMER ENGAGEMENT =

RETENTION

INTERNAL AMBASSADORS

➜ AMBASSADORSHIP = ENGAGEMENTEMPLOYEE ENGAGEMENT =

MOTIVATION➜ ➜

➜

➜ ➜

A LOYAL CUSTOMER = A RETURNING CUSTOMER

A HAPPY EMPLOYEE = A PROFITABLE EMPLOYEE

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HIGHER EFFECTIVENESS

BROADER REACH

HIGHER IMPACT

MORE ENGAGEMENT

Traditional marketing isn’t enough

You’re not the only one spreading the news

People are far more likely to trust messages fromfriends over any type of brand communication

People really feel part of the cause

“ WHY AMBASSADORSHIP?”

HOW DO WE DO THIS?

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?THE CONNECTION FUNNEL

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LATENT MANIFEST

Interest Love Advocacy Cocreation

Receive Engage Share Input

Collaboration

Become one

Source: Duval Union Consulting

?1. ASSESS THE STAGE OF YOUR AMBASSADORS

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LATENT MANIFEST

Interest Love Advocacy Cocreation

Receive Engage Share Input

Collaboration

Become one

Source: Duval Union Consulting

?2. ACTIVATE YOURAMBASSADORS

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LATENT MANIFEST

Interest Love Advocacy Cocreation

Receive Engage Share Input

Collaboration

Become one

Source: Duval Union Consulting

NEED FORACTIVATION

A matter of asking

RECRUITMENT

MESSAGE

SHAREREACH

LEARN & OPTIMISE

OURSOCIAL WHEEL

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YOU CAN DO THIS ON YOUR OWN

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But we’ve built something better ;-)

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RECRUIT & INVITEAMBASSADORS

1

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CREATESHAREABLECONTENT

2

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PREPARE THEMESSAGE FOR YOUR AMBASSADOR

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ACTIVATE YOURAMBASSADORS

4

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A matter of asking

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AMPLIFY YOURBRAND MESSAGE

5

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MEASURE THESEEDING RESULTS

6

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S

BOOST YOURAWARENESS

7

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RECRUIT & INVITEAMBASSADORS

1

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CREATESHAREABLECONTENT

2

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RECRUITMENT

MESSAGE

SHAREREACH

LEARN & OPTIMISE

OURSOCIAL WHEEL

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TAKE-AWAYS

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- TRADITIONAL MARKETING ISN’T ENOUGH- 5 AMBASSADORS = 50.000 Facebook FANS- AMBASSADORSHIP IS BUSINESS CRITICAL- IT’S A NEVER ENDING STORY, IF DONE WELL

SOME OF OUR AMBASSADORS

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?QUESTIONSPRESENTATION I

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