A session about advocate marketing for The House of Marketing
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The document discusses the evolving landscape of marketing, emphasizing that traditional advertisements are no longer trusted by consumers who are more engaged in communities and peer recommendations. It highlights the importance of brand advocates and influencers, showcasing strategies for leveraging customer relationships to enhance marketing effectiveness. Key statistics are provided to support the significance of word-of-mouth and community-driven growth in shaping consumer purchasing decisions.
A session about advocate marketing for The House of Marketing
- 1. Ambassify Community-driven growth Pieter Moens (+32) 477 75 89 79 [email protected] Rik Lagey (+32) 476 22 76 00 [email protected]
- 3. “ Marketing used to be simple! One message, drinking and smoking heavily… "
- 5. Ambassify - Customer-driven growth 76% of people don’t believe advertisements to be true Yankelowich“
- 6. Ambassify - Customer-driven growth A brand is no longer what we tell the customer it is - it is what customers tell each other it is Scott Cook“
- 7. Ambassify - Customer-driven growth Can you remember the last ad you have seen, read or heard? ?
- 8. Marketing is getting COMPLEXAND EXPENSIVE to stand out
- 9. Ambassify - Customer-driven growth People are FED UP with intrusive ads
- 10. Ambassify - Customer-driven growth Both 14% Mobile 17%Desktop 32% Don't use 36% Source: emarketer.com US Millennial internet users WHO USE ad blockers
- 11. We live in an era WHERE ADS ARE NO LONGER TRUSTED by customers
- 12. And where people want to belong TO A CLOSED COMMUNITY more then ever before
- 14. It’s time to SHIFT UPA GEAR and revisit the essence of marketing
- 15. Ambassify - Customer-driven growth An influencer has - a broad reach - domain knowledge - influential opinions - paid is a genuine fan - has direct brand experience - has a long-term relationship - rewarded for his behaviour - An advocate Influencers VERSUS advocates
- 16. Ambassify - Customer-driven growth A small group of people MAKES THE DIFFERENCE Find them!
- 17. Ambassify - Customer-driven growth YES you can!
- 18. Find the people with THE RIGHT DNA for a great success
- 19. Net Promotor ScoreNot everyone is willing to ENGAGE WITH YOU even if they happen to be very positive
- 20. Ambassify - Customer-driven growth Four STRATEGICAL steps
- 23. Based on the scores you receive, you can divide your audience in 3 groups: Net Promoter Score (NPS) % Promotors - % Detractors 0 1 2 3 4 5 6 7 8 9 10 DETRACTOR PASSIVE PROMOTOR Net promotor score
- 24. Case study Check Point
- 25. Social Share
- 26. Poll
- 27. Ambassify - Customer-driver growth A dozen of challenges to build relationships
- 28. Ambassify - Customer-driven growth through LANDING PAGES
- 29. Ambassify - Customer-driven growth or in a COMMUNITY
- 30. Analytics Time to put ADVOCATE MARKETING into practice Case study
- 31. Ambassify - Customer-driven growth Engagor Employees Claimers Orders Contests Freedelity 67% 52% 16% 13% 11% 11% Conversion rates % that truly became ambassadors Stars 37.3% Opens 14.3% Votes Net Promotor Score
- 32. Ambassify - Customer-driven growth The actual NPS 6,9 % 47,2 % 38,9 % 45,8% 6,9% - = 38,9 %
- 33. Ambassify - Customer-driven growth Collect testimonials write your MOST PERSONAL Bongo story Publish rates with incentive: 22,7% without incentive: 22,9% 1/4 creates a story
- 34. Ambassify - Customer-driven growth Collect testimonials Share your BONGO LOVE through a discount 16,8% Revenue increase Bongo Webshop 8,9% sales increase Bongo Webshop
- 35. Ambassify - Customer-driven growth And many more TO TRACKAND TRACE
- 36. Ambassify - Customer-driven growth Global community activity
- 37. Ambassify - Customer-driven growth ROI calculations per challenge
- 38. Ambassify - Customer-driven growth Overall community ROI calculations
- 39. Ambassify - Customer-driven growth Advanced ambassador profile overview
- 40. Ambassify - Customer-driven growth Mail digest
- 44. Ambassify - Customer-driven growth Consider us as WORD-OF-MOUTH ARCHITECTS Who help companies like THoM ENGAGING WITH THEIR AUDIENCE from a customers’ POINT OF VIEW
- 45. Ambassify - Customer-driven growth 25 FACTS about AMBASSSADOR MARKETING REFERRALTRUST VALUEREACH EMPLOYEES VARIOUS Marketingland.com 90% of consumers admit that their purchase decisions are influenced by ratings and reviews Offers shared by trusted ambassadors convert at higher rate than offers sent by brands 4x - 10x Branderati A recommendation from a trusted friend conveying a relevant message is likely to trigger a purchase up to 50x more Branderati Social Media Examiner 83%of consumers trust recommendations from people they know 33%of buyers trust the brand whilst only Nielsen Global Trust in Advertising Deloitte, Forrester and Zuberance 20% 50% Word of mouth is the primary factor in purchasing decisions of all McKinsey McKinsey of consumers are influenced by their friends’ social media posts 81 % Referring customers refer on average leads each 3.5 Journal of strategic marketing & Wharton School of Business Journal of strategic marketing & Wharton School of Business Referred leads convert 30%better leads than regular Branderati 37 % Customers referred by other customers have a higher retention rate Wharton School of Business 16% Referred leads have a life-time valuehigher Brand messages are shared 24 times more frequently when distributed by employees MSL Group Cisco of employees’ Twitter followers are new to a brand further when shared by employees versus the same message share via the official channels of a brand of reach from today’s marketing campaigns comes from amplification through advocacy Brand advocates create and curate more than twice as many communications about brands as the average web user Brand messages reached 561% 80% MSL Group Leads developed through employee social marketing convert 7 timesmore frequently than other leads IBM twitter.com/ambassifyfacebook.com/ambassifywww.ambassify.com slideshare.net/ambassifylinkedin.com/company/ambassify Content shared by employees receives 8 timesmore engagement than content shared through the brands channel When it comes to community size 54% of ambassadors agree that the smaller the community, the greater the influence Social Media Today BranderatiR&G Technologies University of Chicago Non-cash incentives are at boosting performance than cash incentives 24% more effective Branderati of people choose to engage with brands because of their desire to join a community of brand fans 83 %are willing to talk about a product / service, yet only 27 %does it because of a lack of tools 25 % Brand ambassadors reach 150people in social media every time they advocate for a product or service 10x more Employees have on average social connections than a brand does Social Chorus Business 2 Community They spend at least 2 times as much as an average customer BarnRaisers 5 times more valuable than Brand ambassadors are average customers BarnRaisers till 92%
- 46. Follow us on SOCIAL MEDIA /ambassify @ambassify /company/ambassify
- 47. Pieter Moens (+32) 477 75 89 79 [email protected] @pirreke Questions? Rik Lagey (+32) 476 22 76 00 [email protected] @rik_lagey