How to Launch a Brand Ambassador Program
Brand ambassadors are a force that shouldnโt be ignored. Not only do they act as an extension of your marketing department, but they often add a layer of authentic eagerness around your brand.
The Course will include:
What's a Brand Ambassador
The Benefits of having Brand Ambassadors
Structuring a Brand Ambassador Program
Recruiting Brand Ambassadors
4. THE BENEFITS
A brand ambassador
is 50% more likely to
influence an average
customer
68% of consumers trust
other consumersโ
opinions online
70% of consumers
have acted after
reading usersโ post
about product
5. 90% of people
consider consumer recommendations to be the
most credible form of advertising
20% of existing
customers
80% of future
revenue
โ More likely to be loyal
โ More profitable
โ Spend 2x more money with the company
โ Provide 2x more sales than paid advertising
Brand Ambassadors
New customers attracted by
Brand Ambassadors are:
6. Structuring a Program: Create Influence
Define Outcomes and Strategies
Pinpoint Channels
Follow and listen to
audience
Engage Audience
Write content they want to
share
Encourage Discussion
Interact with them
7. Structuring a Program: Maintain Influence
1. Identify top ambassadors and
advocates
2. Create content themes based on
strategy
โ Organize in a content calendar
3. Set expectations
โ Posting requirements
โ Trial and review of new products
โ Blog post creations
9. Identifiers for Potential Brand Ambassadors
Highly satisfied customers
Active in at least one of the pinpointed channels
Large following on more than one platform
Shares positive experiences
Contributes actively and positively to brand communities
Can be partners, employees, or loyal customers
Associate with and embody the brand identity
Encourage others to try
Defend brand against dissatisfied users
10. Structuring a Program: Reward Influencers
Monetary and non-monetary incentives
โ Cash - similar to affiliate programs
โ Early entry into contests
โ Inherently rewarding partnership
โ Sneak peeks and member-only events
โ Exclusive discounts and branded swag
Decide on the reward structure
โ Tiered?
โ Criteria (i.e. performance, points, etc.)
Rewarding ambassadors helps procure and retain them.
11. 3 Steps to Building Brand Advocacy
Locate
โ 50% of population is active on social media
Encourage
โ 83% of ambassadors are more likely to share relevant content
from favorite brands
Reward
โ let them know you see them
โ maintain levels of quality that first attracted them
โ 92% of people trust word of mouth marketing
12. Building your Ambassador Team
Evaluate your existing customers, users, employees, even Facebook fans and Twitter followers.
Donโt wait till someone is a customer
Finding Ambassadors
Incentivize
Spend time figuring out what sort of incentives will mobilize customers. Monetary or non-
monetary
Evaluate
Once you have some active brand ambassadors, learn from them. Based on their activity, you
can better understand who you should be recruiting to be ambassadors and what sort of
rewards they prefer
Engage Them
Email updates (especially success stories), periodic contests and shout-outs via Facebook and
Twitter for those who are more deeply engaged.
13. Tools to Manage Campaigns
Once you have some active brand ambassadors, learn from them. Based on their activity, you
can better understand who you should be recruiting to be ambassadors and what sort of
rewards they prefer
Google Sheet -
Use it keep track of influencers
Drop Box - To give Ambassadors
access to creative
Bit.ly - Track Unique Links of Traffic
Driven
Google Analytics URL
Builder
Editor's Notes
- A brand ambassador is 50% more likely to influence an average customer
68% of consumers trust other consumersโ opinions online, and 70% have acted after
reading usersโ posts about products.
- Instead of trying to convince strangers to buy its product, a business could incentivize its
customers to send their friends.
- These new, referred customers would be loyal and profitable. They came without huge
marketing costs and did not need as much hands-on sales work, since they trusted their
friendโs recommendation. Once they were customers, they quickly adopted more and more products
- 80% of future revenue will come from 20% of existing customers
- Brand ambassadors are 3x more likely to discuss a product
- 90% of people consider consumer recommendations to be the most credible form of
advertising.
Other things to maybe mention:
Create Influence: 1. Identify your audience
Who are you potential brand ambassadors
2. Determine your positioning
3. Distinguish Yourself
4. Determine Why Your Target Audience Needs your product
pinpoint the channels to focus on by following and listening to your audience
engage your audience
encourage discussion
define what outcomes and strategies are best for those channels
amplification
insights/feedback
testing
content creation
extra customer support
Other things to maybe mention:
Maintain Influence:
1. Create content themes
2. Use different marketing channels
3. Create engageable content
4. Listen to the customer
Maintain influence:
identify top ambassadors and advocates
create content themes around content strategies
creating a content calendar
setting expectations for your advocates
Other things to maybe mention:
Maintain Influence:
1. Create content themes
2. Use different marketing channels
3. Create engageable content
4. Listen to the customer
Maintain influence:
identify top ambassadors and advocates
create content themes around content strategies
creating a content calendar
setting expectations for your advocates
Highly satisfied customers
Active in at least one of the pinpointed channels
Large following on more than one platform
Shares positive experiences
Contributes actively and positively to brand communities
Can be partners, employees, or loyal customers
Associate with and embody the brand identity
Encourage others to try
Defend brand against dissatisfied users
Make it about them. Figure out what will motivate them and make them want to participate. Most times, brand ambassadors value non-monetary rewards more than monetary rewards.
With inherently rewarding partnerships: it benefits both parties through audience growth, access to guest posters/bloggers, and so on
Other criteria might be years of dedication, and willingness to interact and advocate.
Other things to maybe mention:
Reward Influence: 1. Create loyalty programs
3. Incentivize ambassadors to spread your content. Remember, your most loyal and excited fans do not need money. They simply want to be part of the community and in the โknowโ.
Reward influence:
Decide on
monetary
non-monetary
Use rewards to create tier systems
Locate
50% of population is active on social media
Encourage
83% of ambassadors are more likely to share relevant content from favorite brands
Reward
let them know you see them
maintain levels of quality that first attracted them
92% of people trust word of mouth marketing
Find Ambassadors within your Sideqik Contacts. From customers, users and employees to Facebook fans and Twitter followers, ask them to be an Ambassador. Youโll be happy you did!
Why wait until theyโre customers to tell them about your Ambassador program? If you are offering a sweet deal for your ambassadors, make it a selling point of your product. It also helps get the word out about your Ambassador program from the moment theyโre exposed to your brand.
A referral program is only as good as its ability to attract brand ambassadors. Spend time figuring out what sort of incentives will mobilize customers. Monetary or non-monetary?
In your recruitment efforts, do not focus on the reward your customers will get for referring their friends. Instead, focus on the benefit your customers will be bringing their friendsโeither through a reward or through the benefits of your product.
Keep your ambassadors active by engaging them. Some great techniques include email updates (especially success stories), periodic contests and shout-outs via Facebook and Twitter for those who are more deeply engaged.
Once you have some active brand ambassadors, learn from them. Based on their activity, you can better understand who you should be recruiting to be ambassadors and what sort of rewards they prefer
Find Ambassadors within your Sideqik Contacts. From customers, users and employees to Facebook fans and Twitter followers, ask them to be an Ambassador. Youโll be happy you did!
Why wait until theyโre customers to tell them about your Ambassador program? If you are offering a sweet deal for your ambassadors, make it a selling point of your product. It also helps get the word out about your Ambassador program from the moment theyโre exposed to your brand.
A referral program is only as good as its ability to attract brand ambassadors. Spend time figuring out what sort of incentives will mobilize customers. Monetary or non-monetary?
In your recruitment efforts, do not focus on the reward your customers will get for referring their friends. Instead, focus on the benefit your customers will be bringing their friendsโeither through a reward or through the benefits of your product.
Keep your ambassadors active by engaging them. Some great techniques include email updates (especially success stories), periodic contests and shout-outs via Facebook and Twitter for those who are more deeply engaged.
Once you have some active brand ambassadors, learn from them. Based on their activity, you can better understand who you should be recruiting to be ambassadors and what sort of rewards they prefer