Digital influencers have 12x more impact when they post social proof of brands and their products. Social proof is the primary cause of 50% of purchases made by consumers, because it gives them the proof they need to feel confident making a purchase (McKinsey). Does your brand know who your brand advocates are, how to leverage them to extend your brand's reach, and how to increase sales with their power of influence? Get the answers to these questions and many more from Ambassadors: Your Brand's New Social Network. WOMMA and ReadyPulse share their insights on how opt-in brand ambassador programs are changing the way brands engage, interact, and activate their best customers as part of a customer centric marketing strategy. This Presentation Covers: - Why brand advocacy is crucial for your 2015 marketing strategy - What qualities to look for when recruiting the best brand advocates for your brand ambassador program - How to create an online branded community to increase brand authenticity, trust, and loyalty - How to measure the effectiveness of your ambassadors to determine your most influential advocates - How to leverage your best advocates in your marketing to drive more engagement, conversions, and revenue

1. Ambassadors:
Your Brand’s New Social Network
1

2. Speaker: Dennis O’Malley
ReadyPulse CEO
@dennis_omalley
2
Moderator: Lauren Gould
ReadyPulse Marketing Manager
@laurenmgould
Speaker: Chelsea Hickey
WOMMA Marketing &
Membership Manager
@ChelseaRhane

3. Ambassadors:
Your Brand’s New Social Network
3
ü Why brand advocacy is crucial for your 2015 marketing strategy
ü What qualities to look for when recruiting the best brand advocates for your brand ambassador program
ü How to create an online branded community to increase brand authenticity, trust, and loyalty
ü How to measure the effectiveness of your ambassadors to determine your most influential advocates
ü How to leverage your best advocates in your marketing to drive more engagement, conversions, and revenue
This webinar will be recorded and available to WOMMA Members on www.womma.org

4. 4
WOMMA, http://www.womma.org, is the official
trade association in the word of mouth and
social media marketing industries. WOMMA
and its members are committed to developing
and maintaining appropriate ethical standards
for marketers and advertisers engaging in
such marketing practices, identifying
meaningful measurement standards, and
defining "best practices" for the industry.
WOMMA benefits are extended to your entire
staff including marketing, social media, digital,
advertising, legal, ethics/compliance and
consumer research departments.
Want to learn more about WOMMA? Contact
membership@womma.org

5. WOMMA Governing Members +200 Members WW
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6. Ask Questions
6
Questions may be asked at any
time during the session.
Use the Question Tab in the
GoToWebinar control panel or
tweet to #WOMMwednesday to
submit
Will leave 10 minutes at the end
to address all questions

7. WE DELIVER SOCIAL PROOF ON DEMAND & @ SCALE
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8. Pulse Marketing Suite Enterprise Class SaaS Platform
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For Digital Marketers in e-Commerce Brand and Retailers
Pulse Ambassadors
Recruit, Manage, and Activate your
opt-in Ambassadors to generate high
quality and relevant content for
digital marketing, product launches,
and e-commerce.
Pulse Stories
Easily identify the coolest, most –
engaging photos, videos and testimonials
generated by ambassadors and influential
customers to user
in your marketing campaigns.

9. 9
How has social
changed the WOM
landscape?

10. 10
2010-2013 2014+

11. We call “Social WOM” – Social Proof
Huge Impact for Consumer Decision Journey
11
=12X
DIGITAL
INFLUENTIALS
SOCIAL PROOF *
UP TO 50%
SOCIAL PROOF
= PRIMARY INFLUENCE
OF
PURCHASES *
200M+ US
Digital Shoppers
Take 100M+
Social Photos Daily
Spend $1B+
a day on
e-Commerce
* McKinsey

12. Hence our Marketing Budgets Follow…
12
U.S. marketers spend an
average of 2.5% of their total
company revenue on digital
marketing activities
*www.gartner.com
Worldwide social network ad
spending reached $16.10
billion in 2014
*www.emarketeer.com

13. 13
Word of Mouth is so powerful that
it’s the most trusted source of
product, content, and experience
information
for almost every consumer in the world.

14. Why is brand
advocacy crucial for
your 2015 marketing
strategy? 14

15. 15
Trust is 58% higher for experts and
peers when forming opinions about
brands
Credibility 90% of internet users
consider consumer recommendations
to be the most redible form of
advertising
Engagement 67% of shoppers spend
more online after recommendations from
an online community of friends
Impressions 65% of consumers need to
be exposed to something 3-5 times
before they believe it’s true
*The Power of Brand Advocacy Ciceron Nov. 2013
Social Advocacy: How does social engagement with
customers effect your brand buzz?

16. 16
32%
of Advocates
recommend 10 or
more brands per
year
18%
of brand advocates
have more than 500
people in their
networks
50%
of advocates
recommend a brand
because they had a
good experience with
a product or service
*The Power of Brand Advocacy Ciceron Nov. 2013
Social Advocacy: How does social engagement with
customers effect your brand buzz?

17. Social Advocacy: Why Do Millennials Engage with Brands on
Facebook?
17
*Millennials Transform Social Commerce: Hashtag “Buy” Buttons? Nora Ganim Barnes, Ava M.
Lescault Center for Marketing Research University of Massachusetts Dartmouth December 2014
84% 83% 66% 31%
liked a company’s
Facebook page did so as
a way to show their
support for the brand.
who have liked a
company’s Facebook page
did so to receive updates
Of Millennials who have
liked a company’s
Facebook page did so to
get coupons and discounts
purchased a product after
liking it on Facebook
40% 36% 31% 17%
To research brands when
looking for specific
products/service
Seeing my friends are
always a fan/follower
Someone recommended
me to like/follow brand
purchased a product after
tweeting about it

18. Paid, owned, and earned advocacy?
Advocates, Influencers, Ambassadors?
18

19. www.chiefmartec.com
19
The brand is paying
influencers to spread
their message.
The brand is the original content
creator.
Influencers post about your brand
because they are advocates.
The influencers give the brand
the rights to use their content at
no cost.

20. Everyone’s Mix & Focus is Different
20
Ambassadors
Influencers
Advocates

21. What’s a digital
marketer to do?
21

22. 22
ActivationIdentification
Marketing &
Commerce

23. Successful Strategies
1. Determine what desired end result is (impressions, engagement, sales)
2. Develop Multiple Campaigns to support Strategies
3. Set Benchmark and Measure Results
4. Start Small, Start Easy, Seed the Campaigns
5. Go Multi Channel, Mobile App, Text, Email, On-Site, Retailers In-Store
23

24. 24
Successful Strategies
1. Determine what desired end result is (impressions, engagement, sales)
2. Develop multiple campaigns to support strategies
3. Set benchmark and measure results
4. Start small, start easy, seed the campaigns
5. Go multi channel, mobile app, text, e-mail, on-site, retailers in-store

25. Why do I need brand
ambassadors?
25

26. Brand Ambassadors are “the
right” people to break, tell, and
carry your brand or product story
26

27. How do I identify my
brand ambassadors?
27

28. 28
For today’s marketer the mission
is pretty simple:
find a bunch of digital influencers, give them
something to do, sit back, and watch your sales
increase.

29. The Tipping Point: Gladwell’s Model
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Marketing
Success
CONNECTORS
Naturally social, well
connected, knack
for making
introductions
MAVENS
Information
specialists, solve
problems, share
knowledge
+ =

30. Brand Ambassador Identification: People
30
• Best Customers
• Digital Influencers
• Fans
• Employees
• Athletes
• Celebrities

31. Brand Ambassador Identification: Qualities
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• High Social Audience Engagement Rate
• Consistent High-Quality Photos
• Positive Toward the Brand
• Creative
• Established Presence (Online or Offline)

32. How do brand
ambassadors help you
market your products?
32

33. 33
Facebook attempts to surface
organic content it believes you will
find most interesting, but you often
miss some of the best content.
With your own brand ambassador network you will
see all content, in the best order.

34. How do I recruit brand
ambassadors?
34

35. 35
The majority of ambassador
recruiting happens on social,
engaging with them on their networks shows you
are listening and care about what they have to say.

36. Brand Ambassador Recruitment
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• Use customer data to identify loyal customers
• Social listening
• Pulse Score
• Over achieving employees
• Social promotions
• Newsletter campaigns
• Survey

37. Do you know the
worth of your best
customers?
37

38. 38
Of marketing leaders
don’t know how
much their
customers are worth
Potential increase in
sales from identifying
and maximizing top
value customers
66% 17%
*What does it mean to be customer centric? Monetate 2014

39. 39
The more socially savvy the
athlete
the more buzz, and revenue they will drive for your
brand.

40. 40
Athlete
Sponsorship:
Fundamental Shift

41. How do I make my
brand ambassador
program successful?
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42. Consistent Engagement With Brand Ambassadors
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On-Demand Campaigns
• Show off your style
• Submit a visual product review
• Try a new recipe with brand
ingredients
Communication
• Survey your ambassadors
• Email segmented groups
• Allow ambassadors to collaborate
with each other
Exclusivity
• Invite Ambassadors
• Incentivize/Send Products
• Referral Program
Personal
• Remember special events
• Communicate on their own social
network
• Recognize those putting in the
extra effort

43. How do I increase
brand authenticity, trust,
and loyalty?
43

45. How do I measure the
effectiveness of my
ambassadors?
45

46. # of Ambassadors
Impressions
Engagement
Emails
Conversions
Campaign Adoption
Content Produced
Content Used
46

47. How do I leverage my best
ambassadors to drive more
engagement, conversions,
and revenue?
47

48. 48

49. 49

50. we have the answers to all your questions, and more
“How do I turn my ambassador
program into a brand
community?”
“Is there a tool to manage
my brand ambassador
program?”
“Do I have to give my
ambassadors free products?”
“How do I know which
ambassador photo to use?”
“What incentives
work best?”
“Can brand
ambassadors really
increase sales?”
“Do I need a multi-million dollar
budget to create and manage
my program?”
“How do I know who my best
ambassador is?”
50

51. 51
Thanks for Attending!
dennis@readypulse.com
lauren@readypulse.com
@womma
womma.org