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How To Create Brand Ambassadors?


Business Development
Steven Kraal
Agenda




         The Story
         The Audience
         The Motive
         Social Brands
The Story
8 Years ago
Two Years Ago
2009
2009
This is Netlog now

Two Years Ago
The Audience
Social Networking Worldwide


                                                                                            ...
The Audience


                Target = Young!
    % of users younger than 25 = key success factor

      Top 10 Languages...
It’s all about being...
Masters of ‘our’
 Popularity
     Quantity of friends & feedback
 Authenticity
     Real friends, real feedback
 Engagemen...
What is more important?



                          Poll    Netlog Users: 13-25y
                                  Countr...
Brands on Social Nets




                   +
      LIFETIME VALUE

                               CORE BUYERS     AMBASS...
Brands Ambassador Count



5.000.000


3.750.000


2.500.000


1.250.000


       0




                                  ...
5 C’s of Brands Socialization




            CONTRIBUTE                             CONTENT




                         ...
5 C’s of Brands Socialization - Content


                  Content




What ?
Give access to unique content.

How ?
On Ne...
5 C’s of Brands Socialization - Conversation




                    Conversate




What ?
Guide the user through non-stop...
5 C’s of Brands Socialization - Continuously




     Continuous


What ?
Brand conversations are taking place
anytime inv...
5 C’s of Brands Socialization - Contextualization




Context



 What ?
 No more is a brand what the company
 says about ...
5 C’s of Brands Socialization - Contribution


Contribute

                                                    Click here ...
Case Heineken Know the Signs
Case Heineken Know the Signs
Case Nike Id Vincent Kompany
Case Nike Id Vincent Kompany




        Very high interaction rate:
 over 1550 designs submitted in first 3 days
The Power of Social Media


       !quot;#$%$'(%)$               /)'01)$#(-
          *+,('-.                2(quot;1$%$'(...
WANT TO KNOW MORE?
en.netlog.com/go/about/advertisers
en.netlog.com/go/developer




http://corporate.netlog.com
steven.kr...
Netlog: How To Create Brand Ambassadors?
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Netlog: How To Create Brand Ambassadors? Slide 1 Netlog: How To Create Brand Ambassadors? Slide 2 Netlog: How To Create Brand Ambassadors? Slide 3 Netlog: How To Create Brand Ambassadors? Slide 4 Netlog: How To Create Brand Ambassadors? Slide 5 Netlog: How To Create Brand Ambassadors? Slide 6 Netlog: How To Create Brand Ambassadors? Slide 7 Netlog: How To Create Brand Ambassadors? Slide 8 Netlog: How To Create Brand Ambassadors? Slide 9 Netlog: How To Create Brand Ambassadors? Slide 10 Netlog: How To Create Brand Ambassadors? Slide 11 Netlog: How To Create Brand Ambassadors? Slide 12 Netlog: How To Create Brand Ambassadors? Slide 13 Netlog: How To Create Brand Ambassadors? Slide 14 Netlog: How To Create Brand Ambassadors? Slide 15 Netlog: How To Create Brand Ambassadors? Slide 16 Netlog: How To Create Brand Ambassadors? Slide 17 Netlog: How To Create Brand Ambassadors? Slide 18 Netlog: How To Create Brand Ambassadors? Slide 19 Netlog: How To Create Brand Ambassadors? Slide 20 Netlog: How To Create Brand Ambassadors? Slide 21 Netlog: How To Create Brand Ambassadors? Slide 22 Netlog: How To Create Brand Ambassadors? Slide 23 Netlog: How To Create Brand Ambassadors? Slide 24 Netlog: How To Create Brand Ambassadors? Slide 25 Netlog: How To Create Brand Ambassadors? Slide 26 Netlog: How To Create Brand Ambassadors? Slide 27 Netlog: How To Create Brand Ambassadors? Slide 28 Netlog: How To Create Brand Ambassadors? Slide 29
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Netlog: How To Create Brand Ambassadors?

  1. 1. How To Create Brand Ambassadors? Business Development Steven Kraal
  2. 2. Agenda The Story The Audience The Motive Social Brands
  3. 3. The Story
  4. 4. 8 Years ago
  5. 5. Two Years Ago
  6. 6. 2009
  7. 7. 2009
  8. 8. This is Netlog now Two Years Ago
  9. 9. The Audience
  10. 10. Social Networking Worldwide Percentage of time internet users spent online Social networking worldwide monthly at number of unique visitors (mm) User Generated Company Generated +32% 567 563 538 535 516 510 49% 506 489 484 65% 66% 473 73% 464 77% 454 60% 431 51% 35% 34% 27% 23% Apr-07 Aug-07 Jul-07 Sep-07 Oct-07 Nov-07 Dec-07 Mar-08 Apr-08 May-07 Jun-07 Jan-08 Feb-08 0) 5) ts 4) ) 41 en -6 -7 -2 5- 42 1 3 nd (6 (1 (2 s( po es als X er es ur n ni om lr io at ille Al at M Bo M er en by G Ba 13-24 year olds spend over 50% of their online Over 500 Million people engage in time on Social Media sites Social Networks globally Growing 32% p.a. Source: ComScore / eMarketer
  11. 11. The Audience Target = Young! % of users younger than 25 = key success factor Top 10 Languages E SIT OF ITY LAR OPU P nl tr ro es en fr ar sl it de
  12. 12. It’s all about being...
  13. 13. Masters of ‘our’ Popularity Quantity of friends & feedback Authenticity Real friends, real feedback Engagement Frequent friends, regular feedback Belonging Cool friends, cool visitors REPUTATION
  14. 14. What is more important? Poll Netlog Users: 13-25y Country: Belgium Month:December 2008 Answers:5131 Many friends 44% Popularity Real friends Authenticity 27% “Cool” visitors Belonging 18% Visits of friends 11% Engagement 10% 20% 30% 40% 50
  15. 15. Brands on Social Nets + LIFETIME VALUE CORE BUYERS AMBASSADORS MISERS INFLUENCERS - - + SOCIAL VALUE SOURCE : FORRESTER
  16. 16. Brands Ambassador Count 5.000.000 3.750.000 2.500.000 1.250.000 0 8 08 8 8 8 08 8 08 08 8 8 0 0 0 -0 -0 -0 -0 n- g- n- l- b- r- p- ct ov ar ay Ju Ap Ju Ja Au Fe Se O M M N Brands on Netlog
  17. 17. 5 C’s of Brands Socialization CONTRIBUTE CONTENT BRAND SOCIALIZATION CONVERSATE CONTEXT CONTINUOUS
  18. 18. 5 C’s of Brands Socialization - Content Content What ? Give access to unique content. How ? On Netlog there are original formats for brand content.
  19. 19. 5 C’s of Brands Socialization - Conversation Conversate What ? Guide the user through non-stop interaction from interest into action. How ? Netlog oers conversation up to next chapter in decision making process.
  20. 20. 5 C’s of Brands Socialization - Continuously Continuous What ? Brand conversations are taking place anytime involving people from anyplace around the world. How ? Netlog is accessible 24/7 on multiple devices.
  21. 21. 5 C’s of Brands Socialization - Contextualization Context What ? No more is a brand what the company says about its product. It’s what a friend tells a friend. How ? Netlog allows al sorts of content sharing, from friend to friend. Brands become a part of people’s daily conversations.
  22. 22. 5 C’s of Brands Socialization - Contribution Contribute Click here to take MM’s skin on your profile What? User generated content makes your brand promise genuine and utterly convincing. How ? Netlog oers an experience-sharing platform.
  23. 23. Case Heineken Know the Signs
  24. 24. Case Heineken Know the Signs
  25. 25. Case Nike Id Vincent Kompany
  26. 26. Case Nike Id Vincent Kompany Very high interaction rate: over 1550 designs submitted in first 3 days
  27. 27. The Power of Social Media !quot;#$%$'(%)$ /)'01)$#(- *+,('-. 2(quot;1$%$'(%)$ *+,('-. !quot;# +, !quot;# ()* 0 ' $% /)%3($!)$4'+#$#( !quot;#$%$'(%)$*+,('-. )2%)$05$!1$%$'(%) !quot;#$%$'(%)$*+,('-. *+,('-. !quot;#$%$'(%)$*+,('-. ,2 1quot; - !quot;# !quot;# *+, ) +( *(+ */ ) -.( 3 %
  28. 28. WANT TO KNOW MORE? en.netlog.com/go/about/advertisers en.netlog.com/go/developer http://corporate.netlog.com steven.kraal@netlog.com http://nl.netlog.com/stevokay
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