the game of advertising has changed!
TRANSCRIPT
Ambassify Community-driven growth
Pieter Moens (+32) 477 75 89 79
Rik Lagey (+32) 476 22 76 00 [email protected]
The game has CHANGED
“ Marketing used to be simple! One message,
drinking and smoking heavily… "
Tsunami of INFORMATION
Ambassify - Customer-driven growth
76% of people don’t believe
advertisements to be true Yankelowich“
Ambassify - Customer-driven growth
A brand is no longer what we tell the customer it is -
it is what customers tell each other it is Scott Cook“
Ambassify - Customer-driven growth
Can you remember the last ad you have seen,
read or heard? ?
Marketing is getting COMPLEX AND EXPENSIVE to stand out
Ambassify - Customer-driven growth
People are FED UP
with intrusive ads
Ambassify - Customer-driven growth
Both 14%
Mobile 17%Desktop
32%
Don't use 36%
Source: emarketer.com
US Millennial internet users WHO USE ad blockers
We live in an era WHERE ADS ARENO LONGER TRUSTED by customers
And where people want to belong TO A CLOSED COMMUNITY more then ever before
reactiveproactive
controlled
open minded
Smart people Convenience lovers
FunInspiration
It’s time to SHIFT UP A GEAR
and revisit the essence of marketing
Ambassify - Customer-driven growth
An influencer has
- a broad reach
- domain knowledge
- influential opinions
- paid
is a genuine fan -
has direct brand experience -
has a long-term relationship -
rewarded for his behaviour -
An advocate
Influencers VERSUS advocates
Ambassify - Customer-driven growth
A small group of people MAKES THE DIFFERENCE
Find them!
Ambassify - Customer-driven growth
YES you can!
Find the people with THE RIGHT DNA for a great success
Net Promotor ScoreNot everyone is willing to ENGAGE WITH YOU even if they happen to be very positive
Ambassify - Customer-driven growth
Four STRATEGICAL steps
Net promotor score
Based on the scores you receive, you can divide your audience in 3 groups:
Net Promoter Score (NPS)% Promotors - % Detractors
0 1 2 3 4 5 6 7 8 9 10DETRACTOR PASSIVE PROMOTOR
Net promotor score
Case study Check Point
Social Share
Poll
Ambassify - Customer-driver growth
A dozen of challenges to build relationships
Ambassify - Customer-driven growth
through LANDING PAGES
Ambassify - Customer-driven growth
or in a COMMUNITY
Analytics
Time to put ADVOCATE MARKETING
into practiceCase study
Ambassify - Customer-driven growth
Engagor
Employees
Claimers
Orders
Contests
Freedelity
67%
52%
16%
13%
11%
11%
Conversion rates
% that truly became ambassadors
Stars
37.3%Opens
14.3%Votes
Net Promotor Score
Ambassify - Customer-driven growth
The actual NPS
6,9 %
47,2 % 38,9 %
45,8% 6,9%- = 38,9 %
Ambassify - Customer-driven growth
Collect testimonials
write your MOST PERSONAL
Bongo story
Publish rates with incentive: 22,7%
without incentive: 22,9%
1/4 creates a story
Ambassify - Customer-driven growth
Collect testimonials
Share your BONGO LOVE
through a discount
16,8% Revenue increase Bongo Webshop
8,9% sales increase
Bongo Webshop
Ambassify - Customer-driven growth
And many more TO TRACK AND TRACE
Ambassify - Customer-driven growth
Global community activity
Ambassify - Customer-driven growth
ROI calculations per challenge
Ambassify - Customer-driven growth
Overall community ROI calculations
Ambassify - Customer-driven growth
Advanced ambassador profile overview
Ambassify - Customer-driven growth
Mail digest
How brands COMMUNICATE
How brands should COMMUNICATE
Ambassify - Customer-driven growth
Consider us as WORD-OF-MOUTH ARCHITECTS
Who help companies like THoM ENGAGING WITH THEIR AUDIENCE
from a customers’ POINT OF VIEW
Ambassify - Customer-driven growth
25 FACTS about AMBASSSADOR MARKETING
REFERRALTRUST
VALUEREACH
EMPLOYEES VARIOUS
Marketingland.com
90%
of consumers admit thattheir purchase decisionsare influenced byratings and reviews
Offers shared by trustedambassadors convert at
higher rate than offers sent by brands
4x - 10xBranderati
A recommendation from a trusted friend conveying a relevant message is
likely to trigger a purchase
up to 50x more
Branderati
Social Media Examiner
83% of consumers trust recommendations from people they know
33% of buyers trust the brand
whilst only
Nielsen Global Trust in Advertising
Deloitte, Forrester and Zuberance
20%
50%
Word of mouth is the primary factor in
purchasing decisionsof all
McKinseyMcKinsey
of consumers are influenced by their friends’ social media posts
81 % Referring customers refer on average
leads each
3.5
Journal of strategic marketing& Wharton School of Business
Journal of strategic marketing& Wharton School of Business
Referred leads convert
30% better leads than regular
Branderati
37 %Customers referred by other customers have a
higher retention rate
Wharton School of Business
16%
Referredleadshave a
life-time valuehigher
Brand messages are shared
24 times more frequentlywhen distributed by employees
MSL Group
Cisco
of employees’Twitter followersare new to a brand
further when shared by employees versus the same message share via the official channels of a brand
of reach fromtoday’s marketing campaigns comes from amplification through advocacy
Brand advocates create and curate more than twice as many
communications about brands as the average web user
Brand messages reached
561%
80%
MSL Group
Leads developed through employee social marketing convert
7 timesmore frequently than other leads
IBM
twitter.com/ambassifyfacebook.com/ambassifywww.ambassify.com slideshare.net/ambassifylinkedin.com/company/ambassify
Content shared by employees receives
8 timesmore engagement than content shared
through the brands channel
When it comes to community size
54% of ambassadorsagree that the smaller the community,
the greater the influence
Social Media Today
BranderatiR&G Technologies
Universityof Chicago
Non-cashincentivesare at boosting
performance than cashincentives
24%more effective
Branderati
of people choose to engage with brands because of their desire to join a community of brand fans
83 % are willing to
talk about a product / service,
yet only 27 % does it
because of a lack of tools
25 %
Brand ambassadors
reach 150 peoplein social media every time they advocate
for a product or service
10xmore
Employeeshave on average
social connectionsthan a brand does
Social Chorus
Business 2 Community
They spend at least
2 times as much as an average customer
BarnRaisers
5 timesmore valuable
than
Brandambassadorsare
average customers
BarnRaisers
till
92%
Follow us on SOCIAL MEDIA
/ambassify
@ambassify
/company/ambassify
Pieter Moens (+32) 477 75 89 79
[email protected] @pirreke
Questions?
Rik Lagey (+32) 476 22 76 00
[email protected] @rik_lagey