1.
Social Media Day
PATRICK DE PAUW
SOCIAL SEEDER
The Business Importance of
ONLINE AMBASSADORSHIP

2.
Patrick De Pauw
Head Ambassador Social Seeder
18 yrs commercial director
PRESENTATION I

3.
“ DO YOU STILL BELIEVE THAT
PEOPLE WATCH TRADITIONAL ADS? ”
PRESENTATION I

4.
” THEY AREN’T EVEN PAYING ATTENTION
TO THE ROAD ANYMORE ! ”
PRESENTATION I

5.
NEWS FLASH:
THE WORLD IS CHANGING
PRESENTATION I

6.
PRESENTATION I
Mobile
Social
Digital
Analog
Internet
THE SPEED OF CHANGE

7.
MARKETERS
RUIN EVERYTHING
PRESENTATION I
I’ve been one for 18 years ;-)

8.
PRESENTATION I
Mobile
Social
Digital
Analog
Internet

9.
“ HOW DID
ONLINE
ADVERTISING
WORK FOR
YOU? ”
S
PRESENTATION I
2015
average CTR on banner
ads 0.06%

10.
” LET’S POST CONTENT
ON SOCIAL MEDIA! ”
12 %
ORGANIC REACH
2013
3 %
2015
PRESENTATION I

11.
AND WE STILL
INVEST IN THIS?
PRESENTATION I
And, a lot!

12.
We believe in
AMBASSADORSHIP
PRESENTATION I

13.
“ WHO IS AN AMBASSADOR?”
PRESENTATION I
An ambassador is an internal or
external person who loves to spread
the word about your brand on a
basis. voluntary

14.
“ WHO IS AN AMBASSADOR?”
PRESENTATION I
VS

15.
“ WHY AMBASSADORSHIP?”
PRESENTATION I

16.
84% says friends & family are
most influential to their
behavior
“ WHY AMBASSADORSHIP?”
PRESENTATION I

17.
“ WHY AMBASSADORSHIP?”
PRESENTATION I

18.
BUT IT IS MORE THAN A GIMMICK…
IT’S BUSINESS CRITICAL!
PRESENTATION I

19.
1
AMBASSADOR
SHARES ON
2,4 NETWORKS
REACHES
317 PEERS
INFLUENCES
4,96%
TO CLICK ON
BRANDED
CONTENT
PRESENTATION I
“ WHY AMBASSADORSHIP?”

20.
“ WHY AMBASSADORSHIP?”
PRESENTATION I
50,000 FOLLOWERS 1,500 REACHED
3% ORGANIC REACH
5 AMBASSADORS 1,500 REACHED
317 PEERS REACH PER AMBASSADOR
WHEN YOU SHARE CONTENT ON YOUR SOCIAL MEDIA
WHEN YOUR AMBASSADORS SHARE YOUR CONTENT ON SOCIAL MEDIA

21.
“ WHY AMBASSADORSHIP?”
PRESENTATION I
MORE ENGAGEMENT
EXTERNAL AMBASSADORS
AMBASSADORSHIP = ENGAGEMENT
CUSTOMER ENGAGEMENT =
RETENTION
INTERNAL AMBASSADORS
➜
AMBASSADORSHIP = ENGAGEMENT
EMPLOYEE ENGAGEMENT =
MOTIVATION
➜
➜
➜
➜
➜
A LOYAL CUSTOMER =
A RETURNING CUSTOMER
A HAPPY EMPLOYEE =
A PROFITABLE EMPLOYEE

22.
PRESENTATION I
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 from
friends over any type of brand communication
People really feel part of the cause
“ WHY AMBASSADORSHIP?”

23.
HOW DO WE
DO THIS?
PRESENTATION I

24.
THE CONNECTION FUNNEL
PRESENTATION I
LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
Become one
Source: Duval Union Consulting

25.
1. ASSESS THE STAGE OF
YOUR AMBASSADORS
PRESENTATION I
LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
Become one
Source: Duval Union Consulting

26.
2. ACTIVATE YOUR
AMBASSADORS
PRESENTATION I
LATENT MANIFEST
Interest Love Advocacy Cocreation
Receive Engage Share Input
Collaboration
Become one
Source: Duval Union Consulting
NEED FOR
ACTIVATION
A matter of asking

27.
RECRUITMEN
T
MESSAG
E
SHAR
E
REAC
H
LEARN &
OPTIMISE
OUR
SOCIAL WHEEL
PRESENTATION I

28.
YOU CAN DO THIS
ON YOUR OWN
PRESENTATION I
But we’ve built something better ;-)

29.
S
RECRUIT
& INVITE
AMBASSADORS
1
PRESENTATION I

30.
S
CREATE
SHAREABLE
CONTENT
2
PRESENTATION I

31.
S
PREPARE THE
MESSAGE FOR
YOUR
AMBASSADOR
3
PRESENTATION I

32.
S
ACTIVATE YOUR
AMBASSADORS
4
PRESENTATION I
A matter of asking

33.
S
AMPLIFY YOUR
BRAND
MESSAGE
5
PRESENTATION I

34.
S
MEASURE THE
SEEDING
RESULTS
6
PRESENTATION I

35.
S
BOOST YOUR
AWARENESS
7
PRESENTATION I

36.
S
RECRUIT
& INVITE
AMBASSADORS
1
PRESENTATION I

37.
S
CREATE
SHAREABLE
CONTENT
2
PRESENTATION I

38.
RECRUITMEN
T
MESSAG
E
SHAR
E
REAC
H
LEARN &
OPTIMISE
OUR
SOCIAL WHEEL
PRESENTATION I

39.
TAKE-AWAYS
PRESENTATION I
- TRADITIONAL MARKETING ISN’T ENOUGH
- 5 AMBASSADORS = 50.000 Facebook FANS
- AMBASSADORSHIP IS BUSINESS CRITICAL
- IT’S A NEVER ENDING STORY, IF DONE WELL

40.
SOME OF OUR
AMBASSADORS
PRESENTATION I

41.
PRESENTATION I

42.
PRESENTATION I