How to launch a brand ambassador program
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How to Launch a Brand Ambassador Program Brand ambassadors are a force that shouldn’t 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
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How to launch a brand ambassador program
- 1. BUILDING YOUR BRAND AMBASSADOR PROGRAM BUILDING YOUR BRAND AMBASSADOR TEAM
- 2. BUILDING YOUR BRAND AMBASSADOR PROGRAM Roger Lopez VP Marketing Sideqik @digitalsmb www.sideqik.com Linkedin.com/in/imroger
- 3. Structuring Program Launching in Sideqik Benefits of Brand Ambassadors Managing within Sideqik Reviewing Results 1 2 4 5 ROAD MAP 3
- 4. THE BENEFITS A brand ambassador is 50% more likely to influence an average customer 68% of consumers trust other consumers’ opinions online 70% of consumers have acted after reading users’ 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 ★ More likely to be loyal ★ More profitable ★ Spend 2x more money with the company ★ 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 ● Organize in a content calendar 3. Set expectations ● Posting requirements ● Trial and review of new products ● Blog post creations
- 8. Structuring a Program: Maintain Influence
- 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 ● Cash - similar to affiliate programs ● Early entry into contests ● Inherently rewarding partnership ● Sneak peeks and member-only events ● Exclusive discounts and branded swag Decide on the reward structure ● Tiered? ● Criteria (i.e. performance, points, etc.) Rewarding ambassadors helps procure and retain them.
- 11. 3 Steps to Building Brand Advocacy 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
- 12. Building your Ambassador Team Evaluate your existing customers, users, employees, even Facebook fans and Twitter followers. Don’t 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 consumers’ opinions online, and 70% have acted after reading users’ 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 friend’s 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 “know”. 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. You’ll be happy you did! Why wait until they’re 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 they’re 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 friends—either 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. You’ll be happy you did! Why wait until they’re 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 they’re 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 friends—either 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