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The Brand Ambassador Dilema

          Adrian Monoranu
        adrian.monoranu@inoras.ro
          monoranu@gmail.com
             www.monoranu.ro
        www.twitter.com/monoranu
Adrian MONORANU - InOras.ro - All rights
             reserved
Cheerleader vs. Client Service



          Adrian MONORANU - InOras.ro - All rights
                       reserved
Brand Ambassador - BA


 “The Brand Ambassador is meant to embody
the corporate image in appearance, demeanor,
             values, and ethics.”
                                                        - wikipedia




             Adrian MONORANU - InOras.ro - All rights
                          reserved
Brand Ambassador - BA


“It is a combination of using your time to create
a positive image of the brand and to quickly and
      skillfully handle customer complaints.”
                                                  - EmployeeAmbassador.com




               Adrian MONORANU - InOras.ro - All rights
                            reserved
The Cheerleader BA

•   Goes around talking about the brand
•   Builds up audience
•   Gets involved
•   Creates positive image
•   Creates buzz


                 Adrian MONORANU - InOras.ro - All rights
                              reserved
The Client Service BA

• Creates relationships

• Handles customer complaints

• Tracks estimated sales in his groups


                Adrian MONORANU - InOras.ro - All rights
                             reserved
Official vs. Undisclosed



       Adrian MONORANU - InOras.ro - All rights
                    reserved
The Official BA
•   Becomes an employee
•   Gets trained
•   Receives corporate support
•   Follows brand strategy
•   Gets promoted
•   Becomes a “superstar”!
•   Often stares in commercials

                  Adrian MONORANU - InOras.ro - All rights
                               reserved
The Undisclosed BA
•   It’s a “superfan”!
•   Brand enthusiast
•   Has it’s own opinions
•   Vulnerable
•   Non ethical
•   Personal issues
•   Easy to get rid of.

                  Adrian MONORANU - InOras.ro - All rights
                               reserved
Internal vs. External



     Adrian MONORANU - InOras.ro - All rights
                  reserved
The Internal BA

“a PR anxiety attack in the making”
                                                     - inc.com




          Adrian MONORANU - InOras.ro - All rights
                       reserved
The External BA

“not a paid spokesperson.”
                                                - gigaom.com




     Adrian MONORANU - InOras.ro - All rights
                  reserved
Identifying Internal BAs
•   Voice – bloggers, twitter&facebook users
•   Matching personalities
•   Passionate
•   Trustworthy
•   Leaders with followers

Valuable Tip: Look outside the marketing department!


                     Adrian MONORANU - InOras.ro - All rights
                                  reserved
Rules for Internal BAs
•   Set strict guidelines
•   Give them the right information
•   Make sure they not offend customers
•   Train them on social media
•   Offer corporate support
•   Don’t be “over possessive”
•   Don’t be a control freak.

                 Adrian MONORANU - InOras.ro - All rights
                              reserved
Social Media Freak vs. Brand Fanatic



            Adrian MONORANU - InOras.ro - All rights
                         reserved
The Social Media Freak BA
•   Connected
•   Uses different platforms
•   Involved in groups
•   Plenty of relationships
•   Good technical knowledge
•   Personal brand (not necessarily a good thing)


                  Adrian MONORANU - InOras.ro - All rights
                               reserved
The Brand Fanatic BA
•   Superfan
•   Spreads the word
•   Not necessarily computer friendly
•   Strong opinion
•   Often vulnerable




                  Adrian MONORANU - InOras.ro - All rights
                               reserved
From Superfan to BA




    Adrian MONORANU - InOras.ro - All rights
                 reserved
The Superfan BA
• Identify superfans.
• Recognize superfans publicly.
• Privately request that superfans respond to a
  questionnaire to get a better sense of who they are.
• Evaluate the responses to identify potential brand
  ambassadors.
• Approach superfans privately with a proposal to
  become a brand ambassador.
• Engage the new brand ambassadors to amplify their
  passions around the brand.

                   Adrian MONORANU - InOras.ro - All rights
                                reserved
URBAN PARTY

By Alexandra Ignat




 Adrian MONORANU - InOras.ro - All rights
              reserved
Echipa Urban Party
                  Ambasadori ai distractiei urbane


1.   Joker Man - cel care cauta partea amuzanta din fiecare iesire in oras;

2.   Glamourous Girl – ”fashionista” care este atenta la cum se imbraca
     lumea;

3.   Wild Party Animal - cea care este interesata de atmosfera din club;

4.   Dancer soul - cea care este atenta daca lumea danseaza si ce fel de
     muzica se asculta;

5.   Cupidon Guy - cel care este la curent cu ultimele texte de agatat si are
     la el radarul pentru a depista fetele/baietii disponibili;

6.   Drink Tester - cel pentru care bauturile non-alcoolice sau alcoolice nu
     mai au niciun secret!
Functiile membrilor echipei Urban Party

   O pagina de Facebook personala pentru fiecare membru al echipei -
    subiectele abordate vor fi doar din aria de distractie urbana pe care o
    reprezinta el.
   O pagina de facebook a echipei Urban Party – subiectele abordate
    vor ingloba intr-o concluzie generala toate aspectele legate de
    localurile iesene si distractia urbana.
   Un blog care va reuni articolele fiecarui membru in parte pentru a
    creea o harta completa a vietii urbane iesene.

2 nivele de interactiune cu utilizatorii:
         - cu acel membru al echipei pe care utilizatorii Facebook il
   indragesc mai mult si cu care simt ca au aceleasi interese
          -cu Echipa Urban Party ca entitate bine conturata.
Evolutia in timp a echipei Urban Party

Echipa Urban Party = un instrument de brand development:

• Asocierea fiecarui membru in parte cu brandul InOras.ro va aduce cu sine
  un aport de imagine din fiecare arie a distractiei in parte.

• “Ghid complet de distractii urbane” –echipa va da greutate sloganului prin
  actiuni nisate.

• Identificarea utilizatorilor cu unul din membrii echipei poate conduce la un
  atasament vis-a-vis de brand.

• Echipa va putea suferi modificari insa esenta fiecarui membru in parte va
  fi cea care va ramane constanta.
Many thanks.




Adrian MONORANU - InOras.ro - All rights
             reserved

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Brand ambassadors

  • 1. The Brand Ambassador Dilema Adrian Monoranu adrian.monoranu@inoras.ro monoranu@gmail.com www.monoranu.ro www.twitter.com/monoranu
  • 2. Adrian MONORANU - InOras.ro - All rights reserved
  • 3. Cheerleader vs. Client Service Adrian MONORANU - InOras.ro - All rights reserved
  • 4. Brand Ambassador - BA “The Brand Ambassador is meant to embody the corporate image in appearance, demeanor, values, and ethics.” - wikipedia Adrian MONORANU - InOras.ro - All rights reserved
  • 5. Brand Ambassador - BA “It is a combination of using your time to create a positive image of the brand and to quickly and skillfully handle customer complaints.” - EmployeeAmbassador.com Adrian MONORANU - InOras.ro - All rights reserved
  • 6. The Cheerleader BA • Goes around talking about the brand • Builds up audience • Gets involved • Creates positive image • Creates buzz Adrian MONORANU - InOras.ro - All rights reserved
  • 7. The Client Service BA • Creates relationships • Handles customer complaints • Tracks estimated sales in his groups Adrian MONORANU - InOras.ro - All rights reserved
  • 8. Official vs. Undisclosed Adrian MONORANU - InOras.ro - All rights reserved
  • 9. The Official BA • Becomes an employee • Gets trained • Receives corporate support • Follows brand strategy • Gets promoted • Becomes a “superstar”! • Often stares in commercials Adrian MONORANU - InOras.ro - All rights reserved
  • 10. The Undisclosed BA • It’s a “superfan”! • Brand enthusiast • Has it’s own opinions • Vulnerable • Non ethical • Personal issues • Easy to get rid of. Adrian MONORANU - InOras.ro - All rights reserved
  • 11. Internal vs. External Adrian MONORANU - InOras.ro - All rights reserved
  • 12. The Internal BA “a PR anxiety attack in the making” - inc.com Adrian MONORANU - InOras.ro - All rights reserved
  • 13. The External BA “not a paid spokesperson.” - gigaom.com Adrian MONORANU - InOras.ro - All rights reserved
  • 14. Identifying Internal BAs • Voice – bloggers, twitter&facebook users • Matching personalities • Passionate • Trustworthy • Leaders with followers Valuable Tip: Look outside the marketing department! Adrian MONORANU - InOras.ro - All rights reserved
  • 15. Rules for Internal BAs • Set strict guidelines • Give them the right information • Make sure they not offend customers • Train them on social media • Offer corporate support • Don’t be “over possessive” • Don’t be a control freak. Adrian MONORANU - InOras.ro - All rights reserved
  • 16. Social Media Freak vs. Brand Fanatic Adrian MONORANU - InOras.ro - All rights reserved
  • 17. The Social Media Freak BA • Connected • Uses different platforms • Involved in groups • Plenty of relationships • Good technical knowledge • Personal brand (not necessarily a good thing) Adrian MONORANU - InOras.ro - All rights reserved
  • 18. The Brand Fanatic BA • Superfan • Spreads the word • Not necessarily computer friendly • Strong opinion • Often vulnerable Adrian MONORANU - InOras.ro - All rights reserved
  • 19. From Superfan to BA Adrian MONORANU - InOras.ro - All rights reserved
  • 20. The Superfan BA • Identify superfans. • Recognize superfans publicly. • Privately request that superfans respond to a questionnaire to get a better sense of who they are. • Evaluate the responses to identify potential brand ambassadors. • Approach superfans privately with a proposal to become a brand ambassador. • Engage the new brand ambassadors to amplify their passions around the brand. Adrian MONORANU - InOras.ro - All rights reserved
  • 21. URBAN PARTY By Alexandra Ignat Adrian MONORANU - InOras.ro - All rights reserved
  • 22. Echipa Urban Party Ambasadori ai distractiei urbane 1. Joker Man - cel care cauta partea amuzanta din fiecare iesire in oras; 2. Glamourous Girl – ”fashionista” care este atenta la cum se imbraca lumea; 3. Wild Party Animal - cea care este interesata de atmosfera din club; 4. Dancer soul - cea care este atenta daca lumea danseaza si ce fel de muzica se asculta; 5. Cupidon Guy - cel care este la curent cu ultimele texte de agatat si are la el radarul pentru a depista fetele/baietii disponibili; 6. Drink Tester - cel pentru care bauturile non-alcoolice sau alcoolice nu mai au niciun secret!
  • 23. Functiile membrilor echipei Urban Party  O pagina de Facebook personala pentru fiecare membru al echipei - subiectele abordate vor fi doar din aria de distractie urbana pe care o reprezinta el.  O pagina de facebook a echipei Urban Party – subiectele abordate vor ingloba intr-o concluzie generala toate aspectele legate de localurile iesene si distractia urbana.  Un blog care va reuni articolele fiecarui membru in parte pentru a creea o harta completa a vietii urbane iesene. 2 nivele de interactiune cu utilizatorii: - cu acel membru al echipei pe care utilizatorii Facebook il indragesc mai mult si cu care simt ca au aceleasi interese -cu Echipa Urban Party ca entitate bine conturata.
  • 24. Evolutia in timp a echipei Urban Party Echipa Urban Party = un instrument de brand development: • Asocierea fiecarui membru in parte cu brandul InOras.ro va aduce cu sine un aport de imagine din fiecare arie a distractiei in parte. • “Ghid complet de distractii urbane” –echipa va da greutate sloganului prin actiuni nisate. • Identificarea utilizatorilor cu unul din membrii echipei poate conduce la un atasament vis-a-vis de brand. • Echipa va putea suferi modificari insa esenta fiecarui membru in parte va fi cea care va ramane constanta.
  • 25. Many thanks. Adrian MONORANU - InOras.ro - All rights reserved