The power of online ambassadors and nps

The Power of Online Ambassadors

@jcaudron

FUTURELAB

Net Promotor Score: a way of measuring

ambassadorship Jan Van Aken

FUTURELAB Brussels

Jo Caudron°1968

Founder & CEO

Digital Consulting Firm

Co-Founder

Social Media Campaigning Platform

Jan Van Aken°1960

Founder & Partner

Consulting in Customer Centricity

Former CEO

FUTURELAB Brussels

@jcaudron

Media are transportation tubes to bring messages from A to B in order to influence people’s

opinions.

And media need content to disguise the messages.

@jcaudron

Traditional media are eroding. Their future is uncertain.

Brands are looking for

alternatives to bring messages across.

@jcaudron

Exit 1: the web

“if we build it, they will come”.

Not.

(if we want them to come we still need to buy their attention …)

@jcaudron

Exit 2: Social Media

“people love us, they will share everything we say, everything

will go viral”.

Not.

(even the best brands only reach a small fraction of their client base via social

media. Having clients share something remains quite a challenge, even for the best-in-

class-brands)

@jcaudron

Exit 3: Content Marketing

“Let’s create great content and everyone will want to read this”.

Not.

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So, what can you do about this?

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We can ask key influencers

Or use other forms of sponsoring

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Is this authentic? What’s the alternative?

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Solution: !Activate your real ambassadors !

on social media!

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Internal... Employees

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External... Clients, fans,…

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Situation: !Most of them don’t actively share !

on social media. !And therefore need to be activated. !

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That’s me, I’m a big fan!

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Interest Love Advocacy Cocreation

Receive Engage Share Input Become one

Collaboration

The connection funnel

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LATENT MANIFEST


Receive Engage Share Input

Collaboration

Become one


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LATENT MANIFEST



Collaboration

I’m here ! Not here !

Become one


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LATENT MANIFEST



NEED FOR ACTIVATION

Collaboration

A matter of asking.

Become one

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Ambassadors are overloaded with intensive tasks (writing stories, creating movies, …).

Asking them to just seed your (brand) message is the easiest form of ambassadorship.

Yet it is highly effective

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LATENT MANIFEST



NEED FOR ACTIVATION

Collaboration

Don’t be demanding from the start.

Become one

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LATENT MANIFEST

Many people Low threshold

Few people High threshold

Collaboration

Become one

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Interest Love Advocacy Cocreation Collaboration


Social Mediastrategy

Content Marketing��strategy

LATENT MANIFEST

NEED FOR ACTIVATION

Become one

Ambassadorstrategy NPS

measures

advocacy

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Practical: !How do you measure advocacy?!

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It’s all about customer centricity isn’t it?

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Getting the basics right is the foundation to differentiate.

Satisfaction

The basics: eliminating defects

Product meets customer needs

Product works��as expected

Problems resolved ��as expected

Differentiators: creating the WOW factor

LoyaltyOrdinary services��

delivered exceptionally

Exceptional services/features

delivered well

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Wat is er mis met klassieke klantentevredenheid ?

•  NIETS

•  Een tevreden klant is het strikte olympisch minimum.

•  Niemand verwacht om ontevreden te zijn van een aankoop of dienst

•  Door een customer centric strategie streven we naar klanten als promotoren van ons merk die door hun aanstekelijk enthousiasme anderen aanmoedigen om dat ook te zijn.

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Happy Customers Are More Profitable

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⇒  spend more⇒  negotiate less

⇒  stay longer as customers⇒  are more open to upselling

⇒  are easier to service⇒  upgrade quicker

⇒  are ready to refer to others⇒  etc.

Customers that are so happy they are likely to recommend a company

0 1 2 3 4 5 6 7 8 9 10

Happy Customers Are More Profitable

It’s about recommendation

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of defectors ARE satisfied

80%

NPS is about recommendation

Are You Satisfied?

0 1 2 3 4 5 6 7 8 9 10

How Likely are You to Recommend?Net Promoter™ Score

Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

% promoters - % detractors = Net Promoter Score

FUTURELAB Brussels

Interest Love Advocacy Cocreation Collaboration


Social Mediastrategy

Content Marketing��strategy

LATENT MANIFEST

NEED FOR ACTIVATION

Become one

Ambassadorstrategy NPS

measures

advocacy

FUTURELAB Brussels

Relationeel en transactioneel

•  Transactionele NPS meet het aanbevelingsgedrag (NPS score) bij klanten op basis van hun laatste aankoop (zowel bij de sales rep, in de POS als online, zowel B2B als B2C).

-  Daartoe wordt op een steekproef van de (aan)kopers (of de DMU in een B2B context) een email verstuurd die doorstuurt naar een landing page waarop zich de NPS vragenlijst bevindt.

•  Merk NPS: meet het aanbevelingsgedrag op merkniveau, één à 2 maal per jaar, eventueel in een benchmark studie met de concurrentie

•  In beide gevallen is de score belangrijk, maar het antwoord op ‘waarom gaf u deze score’ is zo mogelijk nog belangrijker

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Typische NPS score

42 44 109 88 41 36

10

9

3

6

10

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Total

10 9 8 7 6 5 4 3 2 1 0

Q.: How likely would you be to recommend xxx stores to your friends or family?

Nr % Promoters 86 22% Passives 197 49% Detractors 115 29%

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NPS: Tips om af te sluiten

•  Weet bij wie je meet ! Don’t fool yourself !

•  Geraak niet gefixeerd op de score !! Verbatims zijn belangrijker.

•  Staaf je interpretatie op grond van gedegen statistiek. % kunnen soms bedrieglijk zijn indien ze op onvoldoende observaties zijn geschoeid.

•  Als je NPS laat meespelen in de verloning van medewerkers, doe dit dan op een voldoende cijfermatig stabiele basis

•  Escaleer detractor scores, vooral de allerlaagste, naar de klantendienst of de verantwoordelijke sales mgr zodat er actie kan ondernomen worden. => creëer de feedbackloop !

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Practical: !How do you start?!

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Strategy

Mature Experimental

Corporate/BrandStrategy

OnlineStrategy

SocialStrategy

AmbassadorStrategy

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Identify Trigger Social objects Timing Roll-out

Employees! belonging!pride!

define your !„social objects”!

define a !frequency!

!ambassador

segmentation & planning!

think about a community manager!

!install your !

tool-set!Clients, fans,…!

exclusivity!status!

rewards!

In practice

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Identify Trigger Social objects Timing Roll-out

Employees! belonging!pride!

define your !„social objects”!

define a !frequency!

!seeder

segmentation & planning!

think about a community manager!

!install your !

tool-set!Clients, fans,…!exclusivity!

status!rewards!

1. Social Audit 2. Seeding calendar 3. Social Seeder

In practice

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Invitation email. A selected group of ambassadors

gets an email, inviting them to participate in a specific seeding

campaign.

Landing page. The link in the email leads to a landing page. There, people can choose on which platform they want to seed the message. They are free to participate and are

free to seed the message on one or multiple platforms.

Seeding. People can add a personal note

and the message is posted to the platform of choice. In the

backend, conversion is tracked in a live dashboard.

http://www.socialseeder.com

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Live tracking the full impact of the seeding campaign, per seeder, per social network, ...

Measuring the impact in social media

The Power of Online Ambassadors

@jcaudron

FUTURELAB

Net Promotor Score: a way of measuring

ambassadorship Jan Van Aken

The power of online ambassadors and nps

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