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How to turn micro influencers into brand ambassadors

BRANDAMBASSADORS
BRANDAMBASSADORS

Presentation by Brandambassadors at Nationaal Influencer Marketing Event (NIME2017) at June 27th in Amsterdam. If you want to have a look at our successful micro-influencers case, you have to contact us;)

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How to turn micro influencers into brand ambassadors 息 2017 BRANDAMBASSADORS
Introduction Remas Haverkamp Ambassador of BRANDAMBASSADORS
Brand Ambassadors are People with Passion, Power & Presence
3 LEVERS OF AMBASSADORS MICRO INFLUENCERSCELEBRITIES MACRO INFLUENCERS 息 2017 BRANDAMBASSADORS Beauty Influencer Hoog online bereik, overtuigende & aansprekende content Enthusiastics Echte verhalen, laag bereik, hoge post frequentie Dutch TV Personality Hoog online & offline bereik Ruud Feltkamp Cynthia HoubenNikkie de Jager
BRAND AMBASSADORS EXAMPLES AMANDA SCHOTHORSTCRISTIANO RONALDO HUMBERTO TAN 息 2017 BRANDAMBASSADORS AMBASSADOR FOR CANON 1 miljoen volgers AMBASSADO FOR BABYLISS 3K volgers AMBASSADOR FOR NIKE 106 miljoen volgers
WHAT ARE MICRO-INFLUENCERS
Micro influencers are influencers with lower reach 10.000 -100.00 followers with higher engagement rates
REACH & DOMAINS
HIGHER ENGAGEMENT Engagement rate %= Average interactions per post : amount of followers x 100
Negin Mirsalehi 4.000.00 followers Instagram 85k engagement= 1,8 % engagement rate ENGAGEMENT
ENGAGEMENT Ik vrouw van jouw Instagram 24.6 k followers1.5k engagement 6% engagement rate
Source: The Key Faller Ka Gfroup : Micro-influencers have 22.2 times more conversations weekly about recommendations on what to buy when compared to an average consumer, the research found, pointing out their potential reach.
Some 70% percent of US online adults trust brand or product recommendations from friends and family 46% trust consumer-written online reviews, while just 10% trust ads on websites and 9% trust text messages from companies or brands Bron: Forrester Research
82% of survey respondents said they were highly likely to follow a micro-influencers recommendation Bron: Keller Fay Group
SALES 37% They help me overcome concerns 44% They help me make decisions 45% They warn me about the risks 75% of peers influence purchase decision at the moment of truth BRON 2016 Edelman Trust barometer
CREDIBLE According to people receiving advice, influencers were seen as more impactful compared to an average person based on the following characteristics: more credible and believable (94 percent vs. 83 percent), more knowledgeable (94 percent vs. 84 percent) and better at explaining how the product works or could be used (92 percent vs. 83 percent).
EFFICIENT With the same amount of budget, brands can collaborate with 20 or 40 power micro-influencers to reach different demographics and see better engagement, compared to 1or 2 top influencers.
START cmo.com Brands have started to realize that its important to make authentic connections with their target audiences, and micro-influencers are a powerful way for them to make those connections.
Florian Alt of Adidas argued that while you can give a piece of content to one global influencer with a million followers, the message is far more authentic if you give it to 500 kids, each with 2,000 followers. Florian Alt | Senior. director of global Communications Adidas
WHY START AN AMBASSADORS PROGRAM - Ambassadors help to increase brand awareness and realize business goals - Ambassadors can be the tastemakers to connect to your target group - Get qualitative and authentic content to use in your campaigns - They will be your evangelist and advocate in social media channels - They can help you with your business process and give feed back on product launch and communication
SUMMARY BRAND AMBASSADORS KEYSTONES INVOLVE EXPERIENCE PROMISE REWARD PROOF WHY MICRO INFLUENCERS RELIABLE HIGHER ENGAGEMENT EFFICIENT KNOWS THE BRAND REVIEWS & TEST
CelbritiesBRANDS Celebrities Social Influencers Brand Fans Micro Influencers Employees Engagement Sales Reach Contribution Collaboration Experience Content Conviction Expertise Inspiration Trust Promotion SUMMARY BRANDAMBASSADORS STRATEGY Traffic Loyalty
THANK YOU FOR YOUR ATTENTION ANY QUESTIONS? MORE INFORMATION ABOUT BRANDAMBASSADORS AND OUR SERVICES? MAIL@BRANDAMBASSADORS.NL OR CALL +31 20 737 03 28 息 2017 BRANDAMBASSADORS

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How to turn micro influencers into brand ambassadors

  • 1. How to turn micro influencers into brand ambassadors 息 2017 BRANDAMBASSADORS
  • 3. Brand Ambassadors are People with Passion, Power & Presence
  • 4. 3 LEVERS OF AMBASSADORS MICRO INFLUENCERSCELEBRITIES MACRO INFLUENCERS 息 2017 BRANDAMBASSADORS Beauty Influencer Hoog online bereik, overtuigende & aansprekende content Enthusiastics Echte verhalen, laag bereik, hoge post frequentie Dutch TV Personality Hoog online & offline bereik Ruud Feltkamp Cynthia HoubenNikkie de Jager
  • 5. BRAND AMBASSADORS EXAMPLES AMANDA SCHOTHORSTCRISTIANO RONALDO HUMBERTO TAN 息 2017 BRANDAMBASSADORS AMBASSADOR FOR CANON 1 miljoen volgers AMBASSADO FOR BABYLISS 3K volgers AMBASSADOR FOR NIKE 106 miljoen volgers
  • 7. Micro influencers are influencers with lower reach 10.000 -100.00 followers with higher engagement rates
  • 9. HIGHER ENGAGEMENT Engagement rate %= Average interactions per post : amount of followers x 100
  • 10. Negin Mirsalehi 4.000.00 followers Instagram 85k engagement= 1,8 % engagement rate ENGAGEMENT
  • 11. ENGAGEMENT Ik vrouw van jouw Instagram 24.6 k followers1.5k engagement 6% engagement rate
  • 12. Source: The Key Faller Ka Gfroup : Micro-influencers have 22.2 times more conversations weekly about recommendations on what to buy when compared to an average consumer, the research found, pointing out their potential reach.
  • 13. Some 70% percent of US online adults trust brand or product recommendations from friends and family 46% trust consumer-written online reviews, while just 10% trust ads on websites and 9% trust text messages from companies or brands Bron: Forrester Research
  • 14. 82% of survey respondents said they were highly likely to follow a micro-influencers recommendation Bron: Keller Fay Group
  • 15. SALES 37% They help me overcome concerns 44% They help me make decisions 45% They warn me about the risks 75% of peers influence purchase decision at the moment of truth BRON 2016 Edelman Trust barometer
  • 16. CREDIBLE According to people receiving advice, influencers were seen as more impactful compared to an average person based on the following characteristics: more credible and believable (94 percent vs. 83 percent), more knowledgeable (94 percent vs. 84 percent) and better at explaining how the product works or could be used (92 percent vs. 83 percent).
  • 17. EFFICIENT With the same amount of budget, brands can collaborate with 20 or 40 power micro-influencers to reach different demographics and see better engagement, compared to 1or 2 top influencers.
  • 18. START cmo.com Brands have started to realize that its important to make authentic connections with their target audiences, and micro-influencers are a powerful way for them to make those connections.
  • 19. Florian Alt of Adidas argued that while you can give a piece of content to one global influencer with a million followers, the message is far more authentic if you give it to 500 kids, each with 2,000 followers. Florian Alt | Senior. director of global Communications Adidas
  • 20. WHY START AN AMBASSADORS PROGRAM - Ambassadors help to increase brand awareness and realize business goals - Ambassadors can be the tastemakers to connect to your target group - Get qualitative and authentic content to use in your campaigns - They will be your evangelist and advocate in social media channels - They can help you with your business process and give feed back on product launch and communication
  • 21. SUMMARY BRAND AMBASSADORS KEYSTONES INVOLVE EXPERIENCE PROMISE REWARD PROOF WHY MICRO INFLUENCERS RELIABLE HIGHER ENGAGEMENT EFFICIENT KNOWS THE BRAND REVIEWS & TEST
  • 23. THANK YOU FOR YOUR ATTENTION ANY QUESTIONS? MORE INFORMATION ABOUT BRANDAMBASSADORS AND OUR SERVICES? MAIL@BRANDAMBASSADORS.NL OR CALL +31 20 737 03 28 息 2017 BRANDAMBASSADORS