Learn everything about using Ambassador Marketing to spread the word and promote your brand and business. In this webinar, you will get: - An understanding of ambassador marketing and how it can help you promote your brand - The logic behind ambassador marketing and why it works - Real-life examples of companies who are already benefitting from ambassador marketing Watch the full recording here: https://youtu.be/TrDnkWpKWy0

1. HOW TO BOOST
YOUR BRAND
with ambassador marketing

2. INDEX
BENEFITS OF BOOSTING YOUR BRAND WITH AMBASSADORSHIP
HOW TO STRATEGYZE AND DEPLOY AN AMBASSADOR PROGRAM
IS AMBASSADORSHIP A GOOD FIT FOR YOU?
USE CASES
TAKEAWAYS

4. BENEFITS
1

5. ORGANIC REACH ON SOCIAL MEDIA
16%
2012
1-2%
2017
Source: HubSpot

6. ORGANIC REACH ON SOCIAL MEDIA
WHEN YOUR COMPANY SHARES CONTENT ON YOUR SOCIAL MEDIA
50.000 Likes
2% Organic Reach
1,000 Reach
1.000 Likes
2% Organic Reach
20 Reach

7. “Do you still believe
that people watch
traditional ads?“

8. 36%

9. 92%
36%

10. PEOPLE
TRUST
PEOPLE

11. BACK TO THE PREVIOUS EXAMPLE
WHEN YOUR COMPANY SHARES CONTENT ON YOUR SOCIAL MEDIA
WHEN YOUR AMBASSADORS SHARE YOUR CONTENT ON SOCIAL MEDIA
50.000 Followers
2% Organic Reach
1,000 Reach
5 People
317 peers reach per person
1500 Reach

12. Awareness is fine, but
ADVOCACY will take your
business to the NEXT LEVEL
Joe Tripodi, Chief marketing Officer
The Coca – Cola Company

13. INFLUENCERS OF THE COMMON PEOPLE
vs

14. ONE AMBASSADOR
SHARES ON
2,4 NETWORKS
REACHES
317 PEERS
INFLUENCES 4,96%
TO CLICK ON
BRANDED CONTENT
1.8

15. An ambassador is an internal or
external person who loves to
spread the word about your
brand on a “voluntary” basis.

16. BENEFITS FOR THE BRAND
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

17. BENEFITS FOR AMBASSADORS

18. HOW TO STRATEGYZE AND
DEPLOY AMBASSADORSHIP
2

19. GOALS
What challenges do you want to overcome?
HARVEST
Define which KPIs you will use to measure
the effectiveness or your campaigns?
ACTIVATE
What will you ask them?
What will be the frequency?
ENGAGE
What kind of relationship do you aim to build with
your ambassadors?
What will you give them and when?
TIMING
When will you start?
AMBASSADOR’S
PROGRAM NAME
OWNERSHIP
RECRUIT
Who are your ambassadors?
How will you recruit them?
VERSION:DATE:DESIGNED FOR:DESIGNED BY:
AMBASSADOR CANVAS

20. GOALS
AWARENESS IMAGE CONVERSION RETENTION
Making people aware
of the organization
and giving them an
opportunity to buy
Creating a brand
image and a
personality for your
organization
Compelling people to
buy for the first time
and to become
paying customers
Compelling existing
customers to
continue buying

21. YOU ALREADY HAVE
AMBASSADORS EVEN IF YOU
DON’T KNOW IT YET

22. IDENTIFY AND RECRUIT YOUR
AMBASSADORS
LATENT
RECEIVE ENGAGE
VIEW
DISCOVER
LIKE
FOLLOW
I KNOW I LIKE
SEEDERS
SHARE
RETWEET
REBLOG
I SEED
POWER AMBASSADORS
INPUT BECOME
COMMENT
HASHTAG CREATE
I ACT I FEED
A matter
of asking

23. TYPES OF AMBASSADORS

24. CONTENT: STRATEGY’S FUEL
HUMAN
INTEREST
THIRD
PARTY
CONTENT
LOCAL
CONTENT
NOSTALGIA
PRODUCT
MARKETING
EXPERTISE
BEHIND THE
SCENES
TOP
TOPICALS
ANTICIPATE
ACTUALITY
“NEW(S)”!

25. “9 OUT OF 10 POSTS
SHOULD NOT BE ABOUT
YOUR PRODUCT”

26. Inspiration From
Cases
2

27. GOALS
Recruit new colleagues for the HR department with a specific profile in a low cost but highly efficient way
TIMING
3 weeks
TALENT WARS
HR DEPARTMENT
RECRUIT
All our employees
Send email invitation explaining about the initiative and
give them the opportunity to find their new colleague
Via coffee talks
VERSION:DATE:DESIGNED FOR:DESIGNED BY:
AMBASSADOR CANVAS
ACTIVATE
Activate departments composed into teams with Star
Wars themed names
ENGAGE
The team with the best analytics would receive
teambuilding budget: Weekend in the Ardennes
HARVEST
Find and hire 2 new colleagues
Charlie Dataflow December 2016 Final

28. DataFlow went searching for a
creative solution to spread their RAF
project with the aim of recruiting at a
low cost for a specific HR profile
with greater involvement of their
department.
?
!
Searching for a job profile takes time
+ recruitment companies that can
speed up the process charge high
fees.
PROJECT CONTENT
• Manage and create teams and campaigns in
one tool: Social Seeder
• Departments were composed into teams
with Star Wars themed names.
• Ambassadors would spread several
campaign messages through social media
platforms
• The team with the best analytics would
receive teambuilding budget
• The target page provides a recruitment form
• Timeline of three weeks
33 167 1989 5128
Ambassadors that shared Total shares Unique hits Reach
HIRING SPREAD THE MESSAGE
GAMIFICATION TEAMS HIRED

29. CASE: DATAFLOW ACHIEVMENTS
ALL COLLEAGUES WERE ABLE TO TAKE PART IN THE RECRUITMENT
PROCESS
GAMIFICATION MADE IT FUN
A GREAT ROI IN COMPARISON TO OTHER RECRUITMENT
PROCESSES
BRAND AWARENESS ON SOCIAL MEDIA
INTEGRATION OF SOCIAL SEEDER IN THE COMPANY

30. CASE: STAD KORTRIJK
STAD KORTRIJK

31. CASE: INTERNAL COMMUNICATION –
STAD KORTRIJK
CAMPAIGN: INTERNAL & EXTERNAL
AMBASSADORSHIP
AMBASSADORS: 23 (INTERNAL)
FREQUENCY: 1 PER WEEK
SEEDER: 30 – 40 %
SOCIAL MEDIA: 90% FACEBOOK
10% TWITTER

32. CASE: STAD KORTRIJK

33. CASE: STAD KORTRIJK
The city of Kortrijk went
searching for a creative solution
to inform co-workers about new
projects they were launching and
a way for citizens to expres their
proud ‘Kortrijkenaren’ feeling.
?
!
Co- workers didn’t get first to know
info about projects. Also the citizen
questionnaire pointed out that
people didn’t have the right tools to
express their feelings about their
city.
PROJECT CONTENT
• Inform and recruit internal and external
ambassadors
• Segmentize the ambassadors matching them
to themes: Service, events, culture, sports.
• The copy and content was adjusted to the theme
of interest. Also the value and appreciation
of being an ambassador was emphasized
• People got first to know content and were
able to share on all social media.
• The ultimate goal to have the internal and
external ambassadors as a central point of
the ‘Kortrijkenaren’ feeling and feedback.
58 % 21 900
Average Sharerate Average hits per seed Average Reach
RESULT
WHAT’S NEW IN OUR
CITY?
SPREAD THE MESSAGE

34. CASE: STAD KORTRIJK ACHIEVMENTS
EVERYONE WHO VALUED PROJECT INFORMATION GOT INFORMED
FIRST
A GREAT ROI TOWARDS THE CO-OPERATION BETWEEN BRAND
AND AMBASSADORS
BRAND AWARENESS ON SOCIAL MEDIA
EXPANDING AMBASSADORSHIP OFFLINE

35. CASE: BOOST EVENTS - REED MIDEM
REED MIDEM

36. CASE: REED MIDEM
CAMPAIGN: PUSH TO SPEAKER LIST
AMBASSADORS: 70 MIPCOM SPEAKERS
REACH: 100K+ PEOPLE
BENCHMARK: +745 PEOPLE REACHER PER
AMBASSADOR (PLATFORM AVERAGE = 317)

37. CASE: REED MIDEM
CAMPAIGN: OPEN AMBASSADOR
AMBASSADORS: ANYONE CAN SIGN UP VIA
DEDICATED PAGE
REACH: 200K+ PEOPLE
ADVANTAGE: MORE EFFICIENT PROCESS
(LISTS AUTO – POPULATED)

38. CASE: SOCIAL SELLING - BELFIUS
BELFIUS

39. CASE: BELFIUS
CAMPAIGN: EMPLOYEE ADVOCACY
AMBASSADORS: 1000 PEOPLE
FREQUENCY: 1 – 2 PER MONTH
SEEDER: +/- 30%
SOCIAL MEDIA: 55% FACEBOOK,
15% TWITTER, 30% LINKEDIN

40. Take-aways
3

41. TAKE AWAYS
YOU ALREADY HAVE AMBASSADORS (EVEN IF YOU DON’T KNOW IT YET)
THE POWER OF TRUE AMBASSADORS IS BIG
AMBASSADORSHIP CAN BE STARTED EASILY
IT CAN BE A FULL COMPANY STRATEGY
CONTENT AND CONTEXT PLAYS A BIG PART OF THE SUCCESS

42. Do you want to learn
more?
Visit our website at socialseeder.com
Get in touch in community@socialseeder.com