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Social ambassador

hoe stakeholders van Exact geactiveerd worden tot ambassadeur op social media

Rechten:

Social ambassador

hoe stakeholders van Exact geactiveerd worden tot ambassadeur op social media

Rechten:

Samenvatting

This report provides an analysis and evaluation of a survey into how stakeholders (employees and
customers) of Exact can be activated to become ambassadors on social media. Exact wants to
obtain insight in how internal and external stakeholders can have more engagement on how Exact
presents itself to increase its brand awareness. This report answers the main question:
• What factors activate the stakeholders of Exact on social media to become brand
ambassadors?
This study contains a qualitative research in the form of in-depth interviews. A total of 13
respondents participated in the survey, representing three target groups: employees, customers
and B2B-organizations.
By using Cialdini’s principles of influence as theoretical framework, is investigated how people can
be influenced to share content on social media and so understand how the stakeholders of Exact
can be activated to become ambassadors on social media. As recognised by Cialdini, stakeholders
share content because of sympathy and because they want to be consistent in their statements.
However, the stakeholder’s interviews indicated that the most important motivation is that
content must be interesting and relevant for their followers.
Furthermore, the interviews showed that half of all stakeholders do not want to become an
ambassador at all, whereas the other half has the intrinsic motivation to become an ambassador.
For the latter group, in some cases additional support is required.
A benchmark with B2B-organisations was performed to gain insight into their approach towards
ambassadorship. It showed that commitment from management and having the financial means
are of utmost importance for the employees to develop themselves into good ambassadors. The
B2B-organisations also developed relevant themes (trending topics) that were linked to a
potential ambassador.
The main factors that activate the stakeholders of Exact on social media to be brand ambassadors
are:
• The presence of an intrinsic motivation.
The interviews showed that Cialdini’s principles of influence are not considered the most
important factors to activate stakeholders to become an ambassador. Ambassadorship comes
from intrinsic motivations. Nevertheless, Cialdini can encourage sharing, via the principles of
sympathy and commitment and consistency.
• The content should be interesting and relevant for their followers to share with.
• Stakeholders who are fan of the Exact brand want to act as ambassador.
Based on the above mentioned factors, roadmaps have been defined in order to activate the
stakeholders with intrinsic motivation, both for employees and clients. Key elements in the
employees’ roadmap are providing support by management, offering social media training,
involving ambassadors, defining specific themes and providing the necessary tooling. For clients,
in general the same steps can be identified as for employees, but here the search for ambassadors
with the Net Promotor Score is also very important.

Toon meer
OrganisatieHogeschool Leiden
OpleidingCommerciële Economie
AfdelingFaculteit M&B
PartnersExact
Datum2016-08-09
TypeBachelor
TaalNederlands

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