Do you REALLY know "who" your brand ambassadors will be? Have you considered the demographics (gender, age, heritage, geography, wealth, health, education, etc.) and incorporated these factors into your communication plan? Learn which social and mobile technologies will be most effective for YOUR unique audience. Participants will come away with tangible messaging structures and marketing strategies.

1. don’t boil the ocean!
HOW TO BUILD BRAND AMBASSADORS
Lee Fox
PeerSpring
April, 2016

2. advocacyretentioncommitmentengagementawareness
LISTEN
CARE
TRUST
LOYAL
AMBASSADORS

3. Karissa Ann
advocacyretentioncommitmentengagementawareness
HOW CAN YOU GET PEOPLE TO LISTEN?

4. THERE’S A LOT OF NOISE OUT THERE!
8,333 vine videos
shared (and upload
12M to Twitter!)

5. Walter Lim
HOW DO YOU IDENTIFY INFLUENCERS?

6. Hurca!
BUILD RELATIONSHIPS WITH INFLUENCERS
who influences YOU (that is famous)?

7. David Martyn Hunt
BUILD RELATIONSHIPS WITH INFLUENCERS
who influences YOU (that is NOT famous)?

8. BUILD RELATIONSHIPS WITH INFLUENCERS

9. writer, videographer,
photographer,
animator
short-form writer,
interviewer, vignette
producer, remixer
reviews, comments,
responds to status
updates + in forums
interested in facts
interested in building
relationships
consume only
live events onlyFutUndBeidl
CREATOR
CRITIC
COLLECTOR
JOINER
SPECTATOR
CONVERSATIONALIST

10. Jason Howie
LONG FORM:
* Blogs / Podcasts / Newsletters
* Video / Billboards
* Live Events / Presentations
SHORT FORM:
* Posts / Tweets
* Photos / Vignettes
* Virtual Meet-Ups
ALT FORM:
* Surveys / Petitions
* Games / Jokes
* Quick Tips
where are the influencers most effective?

11. source: Yconic
CONVERSATIONALISTS
SUPPORTERS
INFLUENCERS:
Anyone can be part of
the conversation if
they’re willing to
share.
CREATE + SHARE
Online behaviors of young
adults:
Survey:
• 1,276 (13-to-34 yr olds)
• September 2015

12. the 60-30-10 rule
ZHAO !
CREATOR CURATOR
INFLUENCER
unique
knowledge
SUPPORTER
trusted
resource
60-RT’s
30-responses
10-promotional

13. JON_CF
advocacyretentioncommitmentengagementawareness
HOW CAN YOU GET PEOPLE CARE?

14. `
ARE ALL AUDIENCES THE SAME?

15. Robert McGoldrick
AUDIENCE SEGMENTATION
USE THE SAME “TONE” OF VOICE?

16. 1 2 3 4
Jesse Millan
Pink Sherbert Photography
College Degrees 360
Oakley Originals
David Shankbone
DEMOGRAPHICS
WHAT’S DIFFERENT ABOUT THESE PEOPLE?
5

17. 1 2 3 4
Jesse Millan
Pink Sherbert Photography
College Degrees 360
Oakley Originals
David Shankbone
DEMOGRAPHICS
• race
• religion
• educational attainment
• country of origin
• medical condition
• family dynamics
• issue / political affiliation
• etc
• age
• gender
• geography
• economic condition
WHAT’S DIFFERENT ABOUT THESE PEOPLE?
5

18. 1983
TCP/IP
protocol
Matures Boomers GenX GenY GenZ Alphas
Adopters Transformers
1972
1st video
game
1989
World Wide
Web
1993
1st Browser
for Personal
Use
1927 -1945 1946 -1964 1965 -1983 1984 -1996 1997 - 2009 2010 - now
1973
1st mobile
phone
1969
1st computer
message
1998
Google
launched
1947
Polaroid
camera
1936
1st TV
broadcast
(BBC)
2004
Facebook
launched
2007
iPhone
2010
Kickstarter
launched
2014
Bitcoin
emerging
generations

19. 0
22.5
45
67.5
FB YT TW IN
14-17 18-34 35-54
TRANSMEDIA
AGE DEFINES WHERE THEY ARE

21. how to find people in your conversation?
Be aware of
keywords and
hash-tags.

22. NATIONAL GUARD
advocacyretentioncommitmentengagementawareness
EARNING THEIR TRUST + PARTICIPATION

23. the idea of “viral” content

24. JD Hancock what is the “tone” of your voice?
BE
(in)CREDIBLE!
what makes YOU a “credible” source?

25. `
*FAIL*
vent especially
about celebs
CUTE
how could you
not?
LOL =P
humorous
content
WT…?
strange
curious
411
dialed IN
OMG!
shocking
content
TONE OF VOICE

26. funny stuff
random stuff
stuff you’re doing
stuff w/ friends
where you’re at
school stuff
family stuff
health
religion
politics
85
78
78
74
73
57
50
31
22
22

27. NicolaNDo_4532
advocacyretentioncommitmentengagementawareness
EARNING + RETAINING THEIR LOYALTY

28. Karissa Ann
your audience is hungry for the truth
KEEP FEEDING THEM!

29. • Cervical Health Awareness Month
• National Birth Defects Prevention
• National Folic Acid Awareness Week
(second week of January)
• National Breast and Cervical Cancer Early
Detection
• Intimate Partner Violence
• Presidential Proclamation — National
Stalking Awareness Month, 2015
• Presidential Proclamation — National
Slavery and Human Trafficking Prevention
Month, 2015
• International Prenatal Infection Prevention
Month
• Condom Week (week of Valentine's Day)
• National Teen Dating Violence Awareness
and Prevention Month
• National Girls & Women’s Sports Day
• National Women + Girls HIV / AIDS
awareness Day
• Sleep Awareness Month (promoted by the
National Sleep Foundation)
• Prom Season
• STD / STI Awareness Month
• Sexual Assault Awareness and
Prevention Month
• Every Kid Healthy Week (last full
week of April)
• World Immunization Week (last week
of April)
• Hepatitis Awareness Month
• Preeclampsia Awareness Month
• National Teen Pregnancy Prevention
Month
• National Women's Health Week (begins on
Mother's Day)
• National Women’s Check-Up Day
• National Alcohol- and Other Drug-Related
Birth Defects Awareness Week (begins on
Mother's Day)
• Men's Health Month
• National Congenital Cytomegalovirus
Awareness Month
• Cord Blood Awareness Month • National Breastfeeding Month
• National Immunization Awareness Month
• National Girlfriends Day
• World Breastfeeding Week (first week of
August)
• Ovarian Cancer Awareness Month
• Newborn Screening Awareness Month
• Sepsis Awareness Month
• National Breast Cancer Awareness
• Health Literacy Month
• SIDS Awareness Month
• Pregnancy and Infant Loss Awareness
Month
• Domestic Violence Awareness Month
• International Infection Prevention Week
(third full week of October)
• Red Ribbon Week (last week of October)
• Day of the Girl
• National Family Caregivers Month
• Prematurity Awareness Month
• World Prematurity Day (17)
• Safe Toys and Gifts Month
• World AIDS Day (1)
MONTHLY CAUSES

30. WHEN: how important is “time” or date?

31. CERTAIN TIMES ARE BETTER THAN OTHERS

33. David Simmonds
advocacyretentioncommitmentengagementawareness
GIVE YOUR AMBASSADORS “RECOGNITION”

34. SPECIFIC
MEASURABLE
David Villarreal Fernandez
ATTAINABLE
RELEVANT
TIMELY
advocacyretentioncommitmentengagementawareness
USE A SMART COMMUNICATION PLAN

35. THANK YOU!
INFO@PEERSPRING.COM