The concept of brand ambassadors isn’t groundbreaking. Most brands have used influencers in one way or another, from celebrity endorsements to testimonials from everyday consumers. What’s new in the realm is the scale those ambassadors now have through the use of social media. Ambassadors or influencers personify the brand identity in appearance, character and values – and can reach their followers easily with a tweet, snap, or link share.
If your brand doesn’t use influencers yet, you are missing out on a big opportunity. Some businesses receive up to 30 times their return on investment by tapping brand influencers and ambassadors. That’s a pretty big number, especially when small business needs are considered.
Before you build your own brand ambassador program, consider these questions:
What are your goals?
An ambassador can help with brand awareness and sales goals. Base your goals around quality and quantity of ambassadors. Quantity goals can be determined by location, whereas quality goals should be reflected in your ambassador’s influence and contribution.
Who are your brand ambassadors?
These people need to have influence on your target audience. Consider both traditional demographic aspects (gender, age, location), as well as the level of social engagement and influence this person has. Pick ambassadors that make sense with your brand – not just those that have a lot of followers.
Will you have different types of ambassadors?
From celebrity endorsers to “fans,” you can select varying types of ambassadors. You may wish to work with sponsored talent such as athletes or musicians, influencers such as bloggers or media personnel, or even already established customers. Each level comes with different perks for tapping that channel of influence.
How will you select your ambassadors?
Ambassadors may be determined based on your current customers or social community. You can devise ads or promotions and even contests or sweepstakes to recruit ambassadors. Pay attention to your social channels and see who is already expressing positive experiences with your brand. Once you determine who you’d like your ambassadors to be, invite them to participate and clearly outline your expectations and the rewards involved.
What will your brand ambassadors do?
Brand ambassador tasks should be clear and easy to complete. An example of tasks may be to:
- Create buzz for a new campaign or product. Ambassadors receive product to test out and write about their experience. Posts, blogs, pictures and video can be uploaded to social networks.
- Post a specific message or call to action on their social networks.
- Answer community questions regarding products on social networks.
- Provide feedback on marketing and advertising campaigns.
- Provide new product design, features and ideas.
- Give editorial commentary on products.
- Presenting live product demos on social networks or product description pages.
If you have not seen a particular influencer do the tasks you want done, you may fare better with a more experienced one.
What incentives should you offer?
The type of ambassador will determine the incentive given. Sponsored talent will be under contract and will likely be provided compensation for their specific involvement with your brand. However, recognition and rewards are key incentives for influencers. Feature ambassador photos on your social networks or website, host VIP events and gift your ambassadors with free or heavily discounted products and services. Get creative with incentives – and make sure your influencers always disclose their relationship with your brand.
If you take the time and consideration to pre-plan your ambassador program, you have a better chance of launching a successful initiative. The end goal is brand awareness and higher sales, so choose your influencers and their tasks carefully.