De kracht van online ambassadeurs
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Transcript of De kracht van online ambassadeurs
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De kracht van online ambassadeurs
Social Media Day
@dadovanpeteghem
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DearMedia Gent @dadovanpeteghem
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Situatie: De meeste content krijgt (organisch) weinig bereik.
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ROI?
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Dan maar via de influencers
Of andere vormen van sponsoring
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Is dit wel authentiek? Is er geen alternatief?
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Stap 1: Trigger interactie vanuit emotie: Laat content uit het hart komen. Toon je DNA.
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Laat meer mensen dan producten of services zien.
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Ook in B2B…
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B2B ≠ “Boring to Boring” :-)
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De Bedrijfsjournalist
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Bedrijfsjournalist > Copywriter
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Emotie triggert interactie.
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„De Gunfactor”http://www.frankwatching.com/archive/2013/02/28/activieer-de-gunfactor-van-je-organisatie-met-social-media-je-dna-als-usp/
Het is de eerste stap om ambassadeurs te krijgen.
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Stap 2: Activeer je ambassadeurs op sociale media.
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Intern... Medewerkers
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Extern... Klanten, fans,…
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Situatie: De meeste delen niet actief op sociale media. En moeten dus geactiveerd worden.
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Interest Love Advocacy Cocreation
Receive Engage Share Input Become one
Collaboration
The connection funnel
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LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
Become one
The connection funnel
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LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
I’m here Not here
Become one
The connection funnel
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LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
NEED FOR ACTIVATION
Collaboration
A matter of asking.
Become one
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Ambassadeurs worden vandaag meteen overladen met intensieve taken (verhalen schrijven, filmpjes maken, ….) !Terwijl het online helpen delen van boodschappen de meest laagdrempelige vorm van ambassadeurschap is.
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LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
NEED FOR ACTIVATION
Collaboration
Don’t be demanding from the start.
Become one
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Interest Love Advocacy Cocreation
Receive Engage Share Input
LATENT MANIFEST
Many people Low threshold
Few people High threshold
Collaboration
Become one
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Interest Love Advocacy Cocreation Collaboration
Receive Engage Share Input
Social Media strategy
Content Marketingstrategy
LATENT MANIFEST
NEED FOR ACTIVATION
Become one
Ambassador strategy
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Praktisch: Hoe ga je van start?
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Strategie
Mature Experimental
Corporate Strategy
Online Strategy
Social Strategy
Ambassador Strategy
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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-setClients, fans,…
exclusivity status
rewards
Praktische aanpak
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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-setClients, fans,…exclusivity
status rewards
1. Social Audit 2. Seeding calendar 3. Social Seeder / Engagor
Praktische aanpak
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Case: Bloovi
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Ambassadeurs recruteren
http://www.bloovi.be/
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50 mensen
ingeschreven
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Je hebt geen duizenden ambassadeurs nodig.
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6 seeding mails
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„Per seeding campagne haalden we makkelijk een extra trafiek van zo’n 800+
personen naar onze site. Bovenop de normale trafiek van die dag.”
Thomas Van den Elzen - Community Manager
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De return: Meer engagement, breder bereik, hogere impact.
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Meer Engagement mensen voelen zich betrokken in het verhaal
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je deelt niet alleen, maar samenBreder bereik
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mensen vertrouwen berichten van familie en vrienden een pak meer dan merk-communicatie.Hogere Impact
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vs.
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84% worldwide say friends and family are most
influential to their behaviorhttp://www.nielsen.com/us/en/newswire/2013/under-the-influence-consumer-trust-in-advertising.html
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1. Maak content vanuit het hart. Denk aan de
bedrijfsjournalist en de gunfactor.
2. Recruteer interne en externe ambassadeurs. Zorg voor de juiste triggers.
3. Zorg voor een ambassadeurs-strategie gelinkt aan de
content- en sociale media strategie.
Samengevat
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Over DearMedia
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Our Services Our Domains
Consulting
Trendwatching
Presentations
Trainings
Online
Mobile
Social
Digital Transformation
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twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem // twitter.com/ilsebollen// twitter.com/imkedielen
facebook.com/DearMedia
youtube.com/DearMedia
slideshare.com/DearMedia
linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/IlseBollen // linkedin.com/in/HelenaVanEykeren
DearMedia,