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Hoe Xbox games ambassadeurs en gamers bij elkaar brengt

Xbox brings Xbox ambassadors program and ‘gaming for everybody’ together

In deze video wordt uitgelegd hoe Xbox-ambassadeurs en ‘Games for everybody’ obstakels gaan weg nemen om iedereen ‘fun’ te laten hebben. Malik Prince ging zitten met Ivory Harvey van het #XboxAmbassadors-team en Benjamin Williams, de #GamingForEveryone PM, om hun recente samenwerking te bespreken en hoe dat een positieve impact zal hebben op de Xbox-community.

 

Interessante links:

https://ambassadors.microsoft.com/xbox

Join Xbox’s biggest fans, join Xbox Ambassadors 

 

Heineken goes viral with ‘heinekenhakkie’

Heineken goes viral with ‘heinekenhakkie’

#Heinekenhakkie goes worldwide

Heineken started on the 17th of May the social activation action #heinekenhakkie. A few macro influencers were asked to promote the #Heinekenhakkie action on Instagram. And these actions are going viral right now.

Heinekenhakkie, what is it?

What is the concept? Simple. We all know the moment you want to open a bottle of beer without an opener. What do you do? You are looking for a table and put the bottle on the edge with the serrated edge of the cap on the table and you hit the cap. Or you ask a lighter. That is more rare because less people smoke. You use your thumb as turning point of the lever and wip the cap of the bottle. The third variant is most common. You grab two bottles, put both bottle caps against each other and use your hand to pry the bottle cap of the other bottle.

Heinekenhakkie kick off

Heineken has among others Yuki from KRIS KROSS, Jan Kooijman, Lizzy van der Ligt, Merrith van den Bosch, Koen Kardashian, Manuel Broekman who boost this social Heineken campaign. Influencers with high followers and the effect can be seen immediately. Hundreds of thousands impressions and tens of thousands engagements. The action goes viral and over boundaries.

First Heinekenhakkie by webcare employee Picnic Supermarkets

The first post with the ‘hakkie’ action has first been posted on Instagram by Quirine Bruijninckx. She is a customer care employee at Picnic Supermarkets and she shows her action at the vrijmibo at the company. Picnic is an online supermarket that delivers the products to your home. It is very likely it has already been showed in other posts but she was the first who uses the hashtag heinekenhakkie on Instagram. Probably, at Picnic, different brands of beer are poured on Friday if you look at the hashtags of the post.

heinekenhakkie

Success Heinekenhakkie

This promotion has all ingredients to go worldwide:

  1. High fun factor
  2. Participating is easy and challenging
  3. Nominate others for the challenge
  4. Top influencers as boosters
  5. Video/stories content = king
  6. Accessible for everybody

Source: Adformatie

Set KPI’s for an influencer campaign

Set KPI’s for an influencer campaign

What are KPIs for an influencer campaign?

Influencer marketing has become an essential part of the marketing communications strategy to brands and organizations. This asks for a professional approach of influencer agencies. An important part of the professionalization is defining measurable goals. How do we determine with KPIs measurable performances of the campaign? Or what is the Return on Investment if we deploy influencer marketing? And how do we determine this?

Determine KPIs for ROI | Return On Investment

To determine ROI it is important prior to the campaign to set goals upon which we can ‘pay off’: the KPIs. These result driven indicators are a guideline to determine what the worth of the campaign is and if this has been successful. In every campaign the question is central: what do you want to achieve. Is it eyeballs, engagement or for example sales.
Below we give a set indicators where we can determine the success of an influencer:

  • Visibility

    • Central in many influencer campaigns is increasing the reach. Did we draw enough attention of the brand, product or service to the followers. How many people have seen the brand or the product. Who have processed the message and what were the reactions. And are the followers who know the product strengthens in their brand/product image in response to this campaign.
    • How do we measure visibility? The Youtube channel provides us with this info. The amount of views is indicated per video. The worth can be calculated with VPV = Value per view of CPM = Cost per 1k impressions. For other social channels, Twitter, Facebook, Instagram, Twitch we can also continue with these indicators.
  • Engagement

    • Engagement begins to play an increasing role in determining the effect of an influencer campaign. With engagement you know that the followers have observed the message. There is given a reaction in the form of shares, clicks, likes or comments. To measure the engagement we need 2 indicators. De CPE  = Cost per Engagement en de Engagement Rate/Percentage.
    • The Cost Per Engagement is measured as: CPE = total made of costs/measured engagements
    • The Engagement Percentage is measured as: EP = measured engagement/total amount of followers x 100%
    • The costs per engagement can be specified Value per Click, Comment, Like of Share.
  • Trust

    • Measuring the trust is not an easy assignment. For web analysis criteria such as length of time on a page, bounce rate, repeating page views, leaving moments are used. On social media we infer the trust from the degree of engagement: amount of reactions, sentiment of the reactions, clicks and shares. Trust of the followers in the authenticity of the influencer is determinative for the credibility of the campaign. Unfortunately this is only derivable from the data we feature. Research by which we measure the credibility, knowledge/expertise and detail of the influencer under his or her followers is still in its infancy. General numbers are available.
  • Quality

    • The quality and attraction of the content determines if the followers note the post. Our experience is the more qualitatively or more attractive content the higher the engagement.
    • And an additional benefit is that the qualitatively content also can be replaced by the brand or organisations on owned of earned media channels. Pay attention: the content of the influencer is not royalty free and is often bought out.
  • Referrals

    • Visit to the webpage can be tracked using Google Analytics. Intercourse from influencer channels can also be ‘tracked’ or ‘monitored’. This can produce valuable data about the behaviour of the followers of the influencers as long as it concerns conversions and repeated visits. This is a fine KPI to measure loyalty, for example when someone visits the web page after clicking a link on Facebook. Tracking can provide information about a purchase that takes place months later.
  • Followers

    • Did the campaign deliver more followers on your own social media channels? Or did the influencers inspire their followers with the content of your brand or product. An increase of the amount of followers indicates the success of the influencer campaign.
  • Conversions

    • Promo codes are mostly used in determining as on the basis of the post had been a purchase.
    • Google Analytics offers the possibility to set and track conversion goals. The customer journey of the client can be followed.
    • Unique affiliate-links for an influencer we can keep up and measure ROI and conversions. These can be used when an influencers works on the base of commission.

Do you also want to determine KPI’s for your influencer campaign, contact Lisa on 020-7370328. Do you have a reaction on this article let us know.

Which influencers are still fascinating and reliable for millennials?

Which influencers are still fascinating and reliable for millennials?

Millennials: Who are fascinating and reliable: mega, macro, meso or micro influencers?

Fascinating and reliable, one of the most important qualifications an influencer can get. American research shows that the reliability and attraction from posts of an influencer can be quite different.

In this American research are 1200 Millennials and from the Gen-Z generation questioned about the influence of influencers on their buying behaviour:

  • 42% of the respondents indicated that they would buy a product on recommendation of an influencer
  • 26% of the respondents suggested that they would buy a product on the base of the influencer her or his recommendation
  • Of the respondents, who follow micro influencers, says 45%! that they would be very likely to try a recommended product.
  • Of the followers of macro and mega influencers 30% indicated that they would want to buy the product.

Pay attention to these results from the American research. Here the celebrities are more pleased to take large amount for endorsing the product. Many people and especially young people are aware of this. This determines the ‘credibility’ of the sender/social influencer.  This is supported by an American research into the influence of celebrities on millennials.

78% of the millennials thinks they are not influenced by celebrity endorsements

The huge American research points out that approximately 78% of the respondents have a negative image about celebrity endorsement. And even stand indifferent against recommending a product! This research shows that the millennials are hard to connect with the ‘celebrity’ category.

But not just the credibility of celebrities is under pressure. But also the impression under millennials exists that online influencers do not set the importance of the followers prior. The personal or commercial importance is distrust. Even 4 of the 10 respondents indicated that paid endorsements affect the credibility of celebrities and social influencers.

millennials credibility
millennials credibility

The perfect match

It is therefore very important that there has been made a choice for the RIGHT influencers in a campaign. The perfect match determines largely the credibility and reliability of the influencer and the production of attractive and relevant content. Would you like to know more how we realize the perfect match? Contact us 020-7370328

The difference between mega, macro, meso, micro and nano influencers

The difference between mega, macro, meso, micro and nano influencers

What is a mega, macro, meso, micro or nano influencer?

First of all the question what is an influencer? We stick to the English definition: “A person who has the power to influence many people, as through social media or traditional media.” This is a spacious description. To indicate what influencer categories we distinguish, we focus on the reach of the influencer. Either, how many people the influencer knows how to influence. The easiest way is looking to the amount of followers of the influencer, or else the amount of ‘followers’ on social media. We also call this social reach.

We distinguish 5 influencer categories: mega, macro, meso, micro and nano

  • Mega influencer (more than 1.000.000 followers)
    • Mega influencers are influencers with more than 1.000.000 followers on social media. Often you find celebrities such as (Kardashians) and athletes (Ronaldo) in this categorie, but also social influencers from the first hour such as Negin Mirsalehi. You can ‘collect’ many followers  if you know how to produce new or original content. Our Dutch make-up artist Nikki de Jager knew how to build international reach with her tutorial videos within a year.
      • Advantages: High reach. The reach of mega influencing is quantitative high, the engagement percentage is around 2-4%.
      • Disadvantages: Often see influencer marketing in the form of endorsement. Pay per deposit is the standard. For running a campaign is needed a large budget. The engagement percentage is very low, but the reach is high.
  • Macro influencer (100.000 – 1.000.000 followers) 
    • Macro influencers have a high number of followers on different kind of social media channels. They have a high publicity. These macros are often active on TV channels (StukTV) and work a lot with macro influencers. Their method is professional. They often have their own team and spend their time making and publishing of usually their self-invented content.
      • Advantages: High reach. Professional approach. The reach of macro influencers is quantitative high, the engagement percentage is average around 5%.
      • Disadvantages: Because this is their daily activity they are dependent of the income that is generated. The chance is high that the authenticity gets lost and that creating a commercial message becomes the starting point. So the content can lose credibility. Unfortunately passion becomes production.
  • Meso influencer (50.000.100.000 followers)
    • Meso influencers are with the amount of followers between the micro and macro influencers. That does not mean they are nor fish nor fowl. Meso influencers are a very interesting group for companies and brands who want to explore the influencer marketing. They have a pretty high reach, are often starting and have an average higher engagement than macro influencers. Why? They take the time to reach out to their followers. They are also open for several collaborations.
      • Advantages: Reasonable reach. Authenticity and relevance is key. The engagement of meso influencing is high and lies around 6-10%. They have good contact with their followers and know who they are and what keeps them busy. The collaborations are affordable.
      • Disadvantages: Less reach and less professional than macro influencers.
  • Micro influencer (5.000 – 50.000 followers)
    • Micro influencers have a strong connection with their followers. Because giving reactions and comments on the messages of their followers is still ‘manageable’, the micro influencer knows very well what the followers expect. This produces high engagement. Some micro’s just started and others choose a niche to make their content (for example eating vegan). Their content is also more personal and more varied.
      • Advantages: Low reach. Authenticity and relevance is important. The engagement of the micro’s is way higher and lies average above 10%. They have excellent contact with their followers. They know who they are and what keeps them busy have value for the content. Barters and unboxing mechanism are possible.
      • Disadvantages: Less high reach
  • Nano influencer (100 – 5.000 followers)
    • Nano influencers are people who do not see themselves as influencer. But they are! Nano’s have a brand or product preference that they would like to share with the environment. They have a passion for this brand or product. Actually, they are brand or product fans. We call them brand advocates.
      • Advantages: Reach is not relevant. Authenticity and relevance are important. The sources are reliable, also called experts. They know the products or services very well and love to share their knowledge with their followers from the immediate area. Involvement is the most important connection. Cherish these influencers. The trust in the ‘nano’ of their followers is especially high.
      • Disadvantages: Less attention to the quality of the content. Sometimes need steering, namely it is not their daily activity.

Would you like to know more how you can insert mega, macro, meso, micro or nano influencers for your brand, contact us to our number 0207370328 or mail to hello@brandambassadors.nl

Influencer marketing in the PESO model?

Influencer marketing in the PESO model?

Does influencer marketing fit in the PESO model?

Marketing and PR strategies regularly use the PESO model. This model indicates how you can communicate with the target audience through several media channels. Our question is: how does influencer marketing relate to the PESO model?

What is the PESO model and what does it stand for?

It is the indication for the different forms of communication in the several media channels. But our question is where we can place ‘influencer marketing’ in this model?

  • Paid media; These are the channels where we pay to place an advertisement message and by which the distribution of the message can be checked. For example of paid media channels are: radio, television, printed media, but also advertisements on search engines (SEA), advertising on social channels and on channels where the advertisers reward their partners for spreading the message (affiliates).
  • Earned media: The message of a company or brand is told by a third part; a credible source. That could be a journalist, a social influencer or someone with expertise. These messages are created and spread by ‘other’ parties for free. Examples are press releases, reviews from customers and shared messages (referrals).
  • Shared media. We understand passing along and sharing comments, reactions on the message by people (read followers) through social channels. It is about the interaction and participation (engagement) of people on these social channels such as Facebook, Instagram, Twitter, Snapchat, Youtube but also a game channel such as Twitch.
  • Owned media. Passing on messages or content that is spread by the company or brand or in commission by the company through channels (for example your own web page, blog, press release, your own social channels or other channel) where the sender has control over.

PESO model: De position of influencer  marketing

Influencer marketing, at which influencers use their personal social channels to spread the message of a company or service, does not fit between one domain of the PESO model. Influencer marketing transcends the ‘traditional’ layout of the PESO model. In different channels can influencers be used:

  • Paid: influencers are paid to spread a message through social channels or are inserted as credible messengers in advertisements or paid content.
  • Earned: Influencers make by means of tags clear what they are a fan of special brands or products. The placing of these tags are on own initiative and are unpaid. Next brands send (test) products to influencers for reviews or attention in their channel. This is without an obligation to place and is not paid for.
  • Shared: The posts of influencers are ‘liked’, ‘shared’ or provided from comments by their followers. The influencers are in this case transmitters of their personal message and sometimes provided of a specific brand or product message.
  • Owned: Some companies and brands close long-term contracts with influencers with who they connect for example a year to the brand. The content, that they make, is being spread through the channels of the companies or brands.

Influencer marketing takes place in the heart of the PESO model. The ‘authority’ is not, like in the original model is indicated, the company or the brand. It is the trust of the followers in the one spreading the message. And we have seen past year that the trust has been shifted from big companies to people you know and/or trust, thus influencers!

Would you like to know more how we can realize your marketing communication goals using influencers in the communication mix of the PESO model? Call Remas 020-7370328 or mail to hello@brandambassadors.nl for the optimal mix!

 

Source header picture http://iterativemarketing.net/peso-model-marketing/

 

Product testing with qualitative influencers

Product testing with qualitative influencers

Qualitative influencers test (new) products!

Influencer product testing. Why should you let your products be tested by influencers?

In our current fleeting society new products barely get the time to share their real value. Realizing ‘adhesive strength’ and fame with the consumer takes time and requires a big investment. This can be different! How? With inserting persons who have a lot of trust by their potential users, also known as influencers. With testing by influencers you get more critical consumers. It won’t be the first time that they test a product. It is even possible to do this test for introduction. The experiences are collected and possibly there can still be changes. After the introduction date influencers share their (positive) experiences on social media.

We higher the publicity of the new product or brand with the deployment of BN’ers, BV’- or BW’ers (in Belgium) and mega or macro social influencers. This has shown that it is an efficient strategy. Many brands have enrolled this approach successful. Not just the fame has increased but also the trust that the influencer gets from the constituency contributes to a positive attitude to the new products. Success guaranteed!

The testing process

How do we enroll this? First, we select the influencers and advocates to their ‘fit’ with the brand or product.  We look to the profile of the followers of the influencers. On the basis of the prepared criteria we select the right influencers for this first meeting. We ask the influencers to try the products. It is important to ask questions about their personal experiences. Namely, they give valuable feedback, make analysis and criticize the new product for his functionality, usability, attractive design and taste. Eventually we ask them to share their personal experiences after the campaign. This produces extraordinary information.

Influencer product testing can lead to brand fans/advocates

Letting the product be tested by influencers or brand advocates can be carried out in different phases

For the introduction:

  • This test can help with improving the product or defining the message before the future consumers get in touch with it.
  • It offers the possibility to monitor reactions from potential target audiences and users.

The introduction

  • The first posts shall be positive because the ‘influencer testers’ share their experiences on their social channels first.
  • These influencers are a credible source for the followers as a first experience with the new product or brand.
  • The influencers have, because they are the first to introduce the product or brand, the role of  ambassadors.

Investment for influencer product trails & testing

The investment for testing the product by influencers is structured as follows:

  1. base investment (search & selectie)
  2. amount per sent product (seeding)
  3. monitoring the action (trial & testen)
  4. evaluation

For more information about influencer product testing you can get in touch with Remas through mail hello@brandambassadors.nl or call to 020-7370328. He would like to tell you more about the possibilities.

Brands build on trust

Brands build on trust

Research shows: building on trust is essential

IPG, Sanoma and Mediabrands have done research to the trust in the media. Fake news, objectivity from journalists and the independence of the media is taken into doubt. Also the belief in brands decreases. In this research 1.000 peoples in the age of 15-65 year in the Netherlands are interrogated to their trust in media channels and the messages are distributed through these channels.

Social media, bankers and political parties are losing trust

The research shows that elderly are particularly critical. Since the economic crisis in 2009 it is a matter of course that the bankers have come in a bad light. Political parties are because of the increasing openness easier to control and are in the spotlights. And on social media is demonstrated that the messages spread through these channels, are fake or can not be trusted.

What is tested?

The summary shows, that in the research is asked for the trust in concepts such as social media, the internet, newspapers, TV-channels, magazines and a personal variable ‘my partner’. The last one is obviously most trustable. If we look further we see that there is an increased interest to the source of the message. Either, where does this message come from? Is it a fake message? The attention of the source is a sign that the sender has become important (also influencer on social media). And the trust in the channel decreases.

The thesis of Marshal McLuhan ‘the medium is the message’ is being underminded. McLuhan wanted to make clear that the medium in which or on which the information is presented, is decisive for the image and awareness. The research shows that the source becomes more important.

The importance of the reliable source

But with some extra attention to the source and losing trust from elderly in traditional channels we cannot clearly distract that the old media still gains more trust than new media. In particular the different age groups requires a clear and profound analysis to draw these generic conclusions.

It is clear that the importance of a reliable source has become more important in a world where the channels can spread not checked and fake news. To keep the trust from the audience as a brand it is important to keep spreading honest and reliable messages. Or with inserting people with a high degree of credibility and trust.

Our recommendation is: Insert ambassadors and concerned influencers to keep building the trust in brands.

Influencer marketing: The 10 most important reasons to insert influencers

Influencer marketing: The 10 most important reasons to insert influencers

Influencer marketing: check these 10 arguments to insert influencers

  1. Word of Mouth is an important factor in 20-50% of the purchase decisions. Mostly when you buy the product for the first time (McKinsey). Influencers are the school example of effective WOM. They are aspirational and are seen as reliable.
  2. Brands are closer to the consumer thanks to the internet. Consumers expect an active, concerned attitude from brands. Think of active participating in conversations. Influencers can be an important role in this process.
  3. Influencers create brand awareness or even hypes around a brand or product. The watch brand Daniel Wellington does not spend money to advertisement, but gives their products to populair influencers ‘for free’ to reach their audience this way. And with huge success: a business with more than 200 million dollar revenue.
  4. The costs of influencer campaigns are comparing with advertisement campaigns cheaper. The content is usually produced by the influencer and the value of the campaign corresponds to advertising in traditional media.
  5. Pay attention: because influencer marketing had become a buzz, the prices rise and there is a chance the quality of the content decreases. That is why it is important to measure the ROI to determine the real value of the content in a campaign.
  6. Consumers are media savvy and know nowadays how marketing and advertisement works. The current consumer is looking for an honest and authentic message. Moreover they become overwhelmed by advertisements. That is why many people have installed ad blockers to avoid the commercial messages. Influencer content is showed on the other hand!
  7. The content, used by influencers, is organic and tells a personal experience what is more accessible and more powerful than the traditional advertising.
  8. Influencers are largely active in a digital world. The digital surrounding produces for brands a lot of data about interests, buying arguments, product innovations, of their (potential) buyers. Besides, search behavior can be followed and the decisions are monitored.
  9. On the basis of interests of the followers of influencers there can be made a match between your target audience and the followers of influencers. This way the target audience gets in contact directly! Also, on the basis of interesting profiles of followers there can be made match between equal or aspirational brands.
  10. Finally: influencer marketing realizes sell!! The e-commerce produces influencer marketing daily evidence. The sell is directly visible by using links, couponcodes or thread influencers place by their posts.

Wondering how influencer marketing can boost your brand? 

Call us at +31 20 737 03 28, mailing is also possible to mail@brandambassadors.nl or fill in the fields below and we will contact you directly!

10 redenen om brand ambassadors in te zetten voor uw merk

10 redenen om brand ambassadors in te zetten voor uw merk

Wat zijn de 10 belangrijkste redenen om een brand ambassadors programma te beginnen?

Allereerst natuurlijk de vraag wat zijn brand ambassadors of merkambassadeurs?

Wat is een brand ambassador?

Merkambassadeurs zijn mensen die graag praten over de organisatie, het merk of producten. En vanzelfsprekend niet tegen een persoon, maar het liefst tegen een grote groep mensen of potentiële klanten. Dat kunnen vrienden zijn, familie, collega’s ‘s, personen met wie je dezelfde liefde deelt, volgers op sociale media. Eigenlijk iedereen met passie, power en populariteit.

Een brand ambassador is je supporter, vertelt persoonlijke brand experiences met liefde, straalt vertrouwen uit, maakt het merk zichtbaar en deelt dit met anderen. Ofwel de brand ambassador vertegenwoordigt je organisatie, het merk of product op momenten dat je er zelf niet bij bent. Zij bouwen aan en versterken het positieve beeld van je organisatie, dragen bij aan de verkoop door je merk of producten aan te bevelen .

Waarvoor kun je brand ambassadors inzetten?

Wij verstaan onder brand ambassador iemand die het merk of product lief heeft en promoot. De producten aanbeveelt in zijn netwerk met als gevolg (sommigen zien het als doel) het verhogen van merkbekendheid of zelfs het aanzetten tot aankoop. Ofwel brand ambassadors kunnen ook naast het vertellen van positieve verhalen ook aanzetten tot verkoop. Wilt u hierover meer weten, vraag ons naar deze strategy!

Waarom zijn de merk ambassadeurs goed voor de business en waarom zou je ze inzetten?

Hierbij 10 redenen:

1. Brand ambassadors ‘humaniseren’ het merk of product

Mensen kopen graag van mensen. Merken gedragen zich daarom graag als persoonlijkheden en maken gebruik maken van menselijke waarden en signalen. Maar de impact van persoonlijke betrokkenheid (van de ambassadeurs) is meestal groter dan de merkbelofte. Het persoonlijk informatie delen, problemen oplossen, anderen te helpen, is krachtiger dan welke andere vorm van communicatie. En als deze boodschap plaats vindt in een positieve omgeving, dat is dit de beste communicatie die je je kan wensen.

2. Brand ambassadors brengen het merk in onbekende gebieden.

Brand ambassadors komen op plekken waar het merk waarschijnlijk nooit kan komen. Zij vertellen de brand stories via hun eigen (sociale) kanalen. Dus buiten de traditionele kanalen van de merken! Mensen luisteren naar ambassadeurs over de kwaliteit van producten of de kracht van het merk. Hun invloed reikt verder en vindt plaats op basis van persoonlijk motivatie en aanbevelingen. Hoe krachtig is dat!

3. Brand ambassadors beschermen je (online) reputatie!

Brand ambassadors zijn loyaal en betrokken. Zij nemen het op voor het merk bij negatieve publiciteit. Zij zijn als het ware advocaten die het merk verdedigen, die hun mening geven en argumenten aanleveren waarom de kritiek onterecht is. Hierdoor kan er een evenwicht ontstaan in voor- en tegenargumenten, waardoor de negatieve kritiek kan verstommen.

4. Brand ambassadors verhogen de merk/product bekendheid.

Brand ambassadors praten graag over merken of producten waar ze van houden. Hierdoor vergroten ze de merk- of productbekendheid. Mede dank zij de ontwikkelingen in sociale media is hun invloed nog groter geworden en kunnen sommige ambassadeurs (personalities/influencers) zelfs massa’s mensen bereiken.

5. Brand ambassadors worden door hun betrokkenheid loyaler aan het merk.

Door het versterken en cultiveren van de betrokkenheid zal de brand ambassador uit zichzelf gaan participeren in bijvoorbeeld het serviceproces. Zij geven van adviezen of bieden hulp, helpen in het zoeken naar oplossingen of assisteren in het uitvoeren van taken dat normaal door het personeel uitgevoerd wordt. Ze creëren waarde voor zichzelf (persoonlijke satisfactie) en tegelijkertijd waarde voor de organisatie. Dit kan voor het bedrijf kosten besparend zijn.

6. Het merendeel van de Word of Mouth boodschappen zijn positief.

Het is bijzonder dat het grootste deel van de word of mouth gesprekken positief zijn. Meer dan 66% van de gesprekken over merken zijn positief en slechts 8% zijn negatief. En wat blijkt uit onderzoek, positieve gesprekken wordt geloofwaardiger ervaren dan negatieve word of mouth gesprekken. Als mensen iets positiefs horen over een merk dan zegt 66% dit als zeer geloofwaardig te beschouwen en wel met een hoge beoordeling van 9 op de schaal van 10.

7. Met komst van social brand ambassadors neemt de vraag naar goede product kennis en verbeterde customer care toe.

Door de impact van social media is het voor werknemers niet meer toereikend om te reageren met enkele kernboodschappen. Zij moeten weten wat het merk vertegenwoordigt, waar het bedrijf voor staat en waarin het zich onderscheid van anderen. De real time communicatie van sociale media dwingt het personeel in de rol van ambassadeur. Menig bedrijf start daarom nu met ambassadeurs trainingen voor net aangenomen werknemers.

8. Brand ambassadors helpen mee in de strijd.

In een sterk concurrerende omgeving heb je alle manschappen nodig om de wedstrijd te winnen. Het is geen game van 9-5 of binnen de muren van het kantoorgebouw. Het is een lange en intensieve strijd van real-time marketing en branding en je ambassadeurs kunnen, mits effectief ingezet, daarbij helpen. En omdat de bijdrage vaak voortkomt uit een persoonlijke motivatie, is de inzet van ambassadeurs op de lange termijn zeer kosten effectief gebleken.

9. Brand ambassador bouwen mee aan een sterke geloofwaardigheid van het merk.

Na 2000 is de generatie opgegroeid in een mediarijke omgeving. Zij kennen de werkwijze van de on- en offline media en kunen worden gezien als een groep consumenten die sceptisch staat tegenover advertising. Bij hen is het vertrouwen in de media niet zo groot. Bovendien bereikt de traditionele media niet alle consumenten meer. Door de toegenomen fragmentatie en de toename van sociale media is het bouwen aan bereik niet meer kosten effectief. En uit Nielsen onderzoek blijkt dat slechts 33% van de consumenten de media slechts vertrouwt en dat 92% van de onderzochten aanbevelingen vertrouwt van mensen uit de ‘peer group’, de persoonlijk omgeving.

10. ‘Brand ambassadors are there for life’.

Brand ambassadors zijn meestal klanten voor het leven. Zij voelen zich onderdeel van de organisatie en persoonlijk betrokken. Zij ondersteunen het merk levenslang, kopen producten en blijven trouw aan hun gevoelens. Hun loyaliteit is hoog, schaadt deze dan niet maar biedt hun een speciale positie in uw organisatie. Het resultaat zal verbluffend zijn.

Wilt u meer weten over de opzet en realisatie van ons brand ambassadors programma, de voordelen voor uw organisatie en onze aanpak. Neem dan contact met ons op +31 20 737 03 28 of mail hello@brandambassadors.nl en wij delen onze ervaringen graag.

Wat is het verschil tussen ambassadeurs, influencers, brand advocates, fans & followers?

Wat is het verschil tussen ambassadeurs, influencers, brand advocates, fans & followers?

Influencers, bloggers, brand ambassadors, brand advocates en fans/followers.

Influencers, bloggers, ambassadeurs van een merk, brand advocates en fans/followers.Deze termen worden vaak door elkaar gebruikt. Maar wat zijn de grote verschillen? Wat betekenen zij  voor een merk, wat is de invloed die zij uitoefenen, wat krijgen ze betaald en wat kan hun rol zijn voor het merk.

Hieronder een overzicht van de verschillende rollen die zij spelen in het huidige reclame- en medialandschap.

Gigi-Hadid-BMW-Car-Commercial01
Gigi-Hadid BMW Commercial

1. Brand ambassadors
Merkambassadeurs van het merk zijn personalities die zich verbinden aan merken voor de lange termijn. Ze zijn als het ware het gezicht voor het merk (ook wel ‘face branding’ genoemd). Ze verschillen van influentials, die met name worden gebruikt voor een korte-termijn campagnes. Zij ondersteunen (endorsement) het merk en vertegenwoordigen het waar mogelijk. Ambassadeurs worden veelvuldig ingezet door fashion en beauty merken. maar ook in de non-profit business worden personalities veelvuldig gevraagd.

De brand ambassador

  • Krijgt achtergrond informatie over het merk of heeft een sterke persoonlijke voorkeur voor het merk.
  • Wordt doorgaans betaald op een voorschot basis (ambassadeurs fee), maar ook op prestatie basis.
  • Zijn meestal een deskundige die ervaring heeft met het merk  of product.
  • Draagt het ambassadeurschap voor het merk of organisatie uit met trots in de (persoonlijke) media.
  • Wordt met name uitgevoerd door (tv-) personalities, sporters, filmsterren en deskundigen.
  • Heeft een breed bereik in diverse (sociale) media, zijn geloofwaardig en stralen vertrouwen uit.
BMW-Instagram-Influencer-Marketing-Campaign-Strategy-Blogger-Instagrammer-He-Spoke-Style
BMW Instagram Influencer Marketing

2. Influencers
De invloed van influencers wordt vanuit verschillende invalshoeken bekeken. vanuit bereik op het web of sociale media kanalen of invloed in een bepaalde community. Influencers communiceren vaak via meerdere platforms en hebben, omdat het hun dagelijks werk is geworden, steeds vaker behoefte aan het betaald zaken doen.

De influencer

  • Schrijft over merken of producten waarmee ze affiniteit hebben.
  • Zorg voor ‘eyeballs’ met deelbare content via sociale kanalen
  • Beschermen hun persoonlijke merk, want dat is net zo belangrijk als het merk dat ze   vertegenwoordigen.
  • Kiest voor merken of producten die passend of waardevol zijn voor zowel de influential als het merk.
  • Ziet de blog en andere sociale media kanalen als merk en ziet het als business.
  • Werkt voor een compensatie, wat betekent dat het merk kan producten beschikbaar kan stellen in ruil voor content, een vergoeding betalen op basis van de performance of een influential fee.
  • Hebben een grote, betrokken aanhang en deskundigheid op specifieke gebieden.
  • Bieden vertrouwen en expertise

BMW blogger
BMW blogger

3. Bloggers
Bloggers schrijven over hun dagelijks leven en/of wat hun bezighoudt. Deze artikelen (ook wel (weblogs genoemd) worden gepubliceerd op een website of via social media kanalen Voor de lezers er de mogelijkheid zich te abonneren op deze blog en de blogger te volgen. Hoe groter de aanhang, hoe invloedrijker de blogger.

Het onderwerp van de blog kan zeer divers zijn. Fashion, beauty en lifestyle zijn de meest voorkomende onderwerpen. maar ook het schrijven over interieur, games, wijn, koken, tech, auto’s en financiële blogs zijn populaire. Belangrijk te vermelden is dat bloggers ook influencers zijn, maar influencers niet altijd bloggers!!

Influencers kunnen zich van divers kanalen (Facebook, Twitter, Instagram, Youtube, Pinterest, enz. bedienen om hun posts te delen. En blogger schrijft zijn of haar persoonlijk verhaal op een blog en dele deze met de volgers.

De blogger:

  • Creëert persoonlijke content
  • Bouwt gestructureerd aan een relatie met hun lezers en volgers.
  • Deelt verhalen in een blog (=weblog) waaronder persoonlijke ervaringen (en met merken of producten).
  • Werkt voor merken op basis van waarde uitwisseling: geld, gratis product, erkenning en zichtbaarheid.
  • Niveau en zijn of haar betrokkenheid varieert sterk en is afhankelijk van het onderwerp.
  • Invloed is minder dan van een influencer, maar biedt persoonlijke relevante content/informatie.
BMW brand advocate
BMW brand advocate

4. Brand Advocates
Brand advocate is een persoon of klant die met grote liefde praat over een merk of een product. Via WOM (Word of Mouth) vertelt hij of zij aan zijn (directe) omgeving zijn mening over merken en producten. Vanzelfsprekend zijn het bijna altijd positieve bewoordingen.

De brand advocate:

  • Is een heel tevreden klant of consument.
  • Is gepassioneerd over het merk, dienst of product.
  • Beveelt het merk, dienst of product aan bij mensen in zijn directe omgeving (familie, vrienden, kennissen, collega’s, community leden)
  • Is betrouwbaar en adviseert bij het maken van keuzes voor een bepaalt product, dienst of merk.
  • Heeft een sterk loyaliteitsgevoel
BMW fans
BMW fans

5. Fans and followers
Fans en followers voelen zich betrokken bij het merk omdat ze dit echt geweldig vinden. Ze voelen zich verbonden met het merk en als er iets aan ze wordt gevraagd zullen ze actie ondernemer. Fans en followers willen graag de laatste nieuwtjes weten, innovaties, product ontwikkelingen en kopen als eerste de primeurs. Zij laten graag deze trofeeën zien aan andere fans. Niet allen fans zijn sterk betrokken. De 10% sterkst betrokken fans kunnen we plaatsen in de ‘brand advocate’ categorie.

De fan & follower:

  • Zijn vaak loyale en zeer tevreden klanten.
  • Praten over  het merk met mede fans en followers en beveelt content aan op social media.
  • Afficheren zichzelf sterk met het merk en -waarden (ze kunnen zelfs het logo van uw merk tatoeëren op hun arm).
  • Tonen betrokkenheid en verwachten erkenning van het merk dat ze volgen.
  • Verwachten geen directe compensatie.
  • Zijn beïnvloeders binnen hun peer group en in de community.

De eerste stap in het selecteren van influencers begint met het begrijpen van de grote verschillen in wat elk van deze invloedrijke categorieën voor uw merk kunnen betekenen. Merken zullen een duidelijk influencers strategie moeten ontwikkelen. Doelstellingen en vooraf key performance indicators (KPI’s) bepalen. Als deze in kaart zijn gebracht kunnen wij  helpen uw juiste beïnvloeders selecteren.

Influencer marketing wordt een belangrijk onderdeel van de marketing mix bij merken. Deze personen zijn van onschatbare waarde voor het krijgen betrokkenheid en het connecten van nieuw doelgroepen. Daarom is het essentieel om je huiswerk goed te doen en de beste vertegenwoordigers voor je merk te selecteren.