Influencer marketing, brand advocates, brand ambassadors or social amplification, it's all the same. But it only works if you set things up right. How does it work? I gave this keynote at the Social Media Day event at Proximus on March 17.

1. In The Age Of Consumer Empowerment
MIEL VAN OPSTAL | 2016, MARCH 17 SOCIAL AMPLIFICATION: SECRETS OF THE TRADE

2. linkedin.com/in/mielvo
@coolz0r
Hello! :)

3. SECRETS OF THE TRADE –
HOW TO PIMP OUT
YOUR
AUDIENCE
HOW DO YOU ACTIVATE A CORE GROUP
OF SATISFIED CUSTOMERS
TO DO YOUR WORK ALMOST FOR FREE?

4. NO MATTER HOW MANY RAVING REVIEWS
YOU PAY FOR, IN THE END YOU STILL NEED TO
GET YOUR STORY STRAIGHT

5. ONLY 15% OF CONSUMERS
TRUST MESSAGES
PUBLISHED BY COMPANIES

6. CONSISTENCY GROWS PERCEPTION
DEDICATION CREATES LOYALTY
TRANSPARENCY BUILDS PURPOSE

7. THE VALIDATION OF SOCIAL
MEDIA FOR BUSINESS CAN BE
FOUND IN THE EXPECTATIONS
source

8. MEANINGFUL CONTENT MARKETING
IS THE FOUNDATION FOR
SUCCESSFUL BRAND ENGAGEMENT
source

9. CUSTOMER ENGAGEMENT TACTICS
ARE A SIGNIFICANT ESSENTIAL PART OF
YOUR CORPORATE BRAND STRATEGY

10. THE DECLINE OF ORGANIC REACH
CREATED THE PERFECT CASE FOR A
SOCIAL AMPLIFICATION STRATEGY

12. DATA COLLECTION AND DATA OWNERSHIP
RARELY HAPPENS ON BORROWED MEDIA
AND REQUIRES INBOUND MARKETING

13. THE LONG TAIL EFFECT ON INBOUND TRAFFIC
IS NEGLIGIBLE WHEN THE CONTENT FOCUS
ONLY TARGETS BULWARK SOCIAL NETWORKS

14. THE AMPLIFICATION OF YOUR
MARKETING CONTENT
STARTS WITH YOUR EMPLOYEES
source

15. THE S.M.A.R.T. GOALS CLEARLY
OUTLINE THE EXPECTATIONS
AND ADD CORPORATE PURPOSE
source

16. 4 CORNERSTONE VALUES WILL
DETERMINE THE RESULTS
OF SUCCESSFUL AMPLIFICATION
source

17. 40% TO 80% OF CUSTOMER SATISFACTION
IS AFFECTED BY
EMPLOYEE ATTITUDES
source

20. HAPPY STAFF BUILDS POSITIVE CUSTOMER
EXPERIENCES, WHICH LEADS TO HAPPY
AND LOYAL, VOCAL BRAND ADVOCATES

21. ORGANIC AMPLIFICATION OF CONTENT
IS THE ULTIMATE PROOF OF LOYALTY
BUT ONLY HAPPENS AFTER CONVERSION

22. MULTIPLE PROGRAMS NEED TO BE SET UP
TO ENGAGE WITH POTENTIAL AUDIENCES
THROUGH DIFFERENT INFLUENCER LEVELS
source

23. THE CONVERSION OF LOYAL CUSTOMERS
TO DEDICATED INFLUENTIAL ADVOCATES
HAPPENS BEFORE SOCIAL AMPLIFICATION

24. WORD OF MOUTH
NATIVE ADVERTISING
SPONSORED CONTENT
CO-CREATION
THE CORE OF INFLUENCERS IS EFFECTIVE BUT
SMALL IN SCALE AND LIMITED IN POTENTIAL
- A THANKFUL GROUP OF LOYAL CUSTOMERS

25. ENRICHING SOCIAL AD CAMPAIGNS
WITH CUSTOMER EXPERIENCES
WILL INCREASE THE CTR AND ROI

26. source

27. PAID AMPLIFICATION IS COMPLIMENTARY
TO THE ORGANIC PROCESS
OF LEVERAGING CUSTOMER FEEDBACK
source

28. DEFINING YOUR AMPLIFICATION GOALS
WILL REVEAL WHICH METRICS
CAN BE USED TO MEASURE SUCCESS

29. THE PRODUCT EXPERIENCE AND SURPLUS SERVICE
AFTER SALES ARE THE FOUNDATION OF A
CONSTRUCTIVE AND ENGAGED COMMUNITY
source

31. INFLUENCER COMMUNITY MANAGEMENT IS
AN ORGANIC PROCESS THAT
NEEDS TO BE NURTURED CONTINUOUSLY
source

32. REACH BEYOND THE STARS AND ALLOW
CUSTOMER PRODUCT REVIEWS BUT
GET AN OPT-IN FOR REDISTRIBUTION

33. AS LONG AS THERE IS A PURPOSE OR EVEN
AN INCENTIVIZED COMMERCIAL INTENT
CONSUMERS WILL ENGAGE & PARTICIPATE
1. Referral Program (Rewarding both parties involved)
2. Tryvertising
3. Empowered Involvement
4. Ambassador Program
5. Causal Campaigns
6. Influencer Outreach / Advisory Panel
7. Advocacy Tracking (churn reduction)
8. Innovation / Product and Service Differentiation

34. THERE ARE THE FIVE ESSENTIAL VALUES
TO TURN TO FOR A DIFFERENTIATED
MEANINGFUL CUSTOMER EXPERIENCE

35. USING CRM SOLUTIONS TO CONNECT
SMART DATA COLLECTED FROM
DIFFERENT DIGITAL TOUCH POINTS

36. BECOMING CUSTOMER CENTERED
REQUIRES AN OPTIMIZED
DIGITAL INTERNAL ORGANIZATION

37. THE IDEAL BRAND RELATIONSHIP
COMPLEMENTS A CONSUMER
IN THE SEARCH FOR PURPOSE

38. source

39. • Take-Aways for Today
• Collecting and processing real-time analytics
• Responsive, personalized customer - & conversion journeys
• Intelligent Data Management, Smart Data Collection
• Inbound marketing strategies
• From omni-channel to right-channel
• B2B, B2C, C2B & O2O

40. linkedin.com/in/mielvo
@coolz0r
+32 472 675 692
miel@wavelab.be
MIEL VAN OPSTAL
Much obliged!