The concept of a brand ambassador is that a company/business empowers an individual who is extremely vocal about products and services without having to take them on as an employee. These individuals are so passionate about their brands that they feel they are part of the actual company – almost like joining a political campaign.
Brand ambassadors, for the longest time, had been generally anonymous. Companies and businesses would use quotes from a die-hard fan on their site or even in a commercial (but with a professional actor in their place). Today things have changed, and by including the actual person to say what they will, it creates a powerful impact, particularly on social media.
The ambassadors, in many ways, become more important than much of the effort coming out of the advertising and marketing departments because what these people are able to deliver is a real sense of ownership that others want to experience.
If you feel everyone has a great branding model in place and you are still get lost behind the scenes, be sure to run through these quick branding questions to see where you might be going wrong.
Here is the question: How does one put a face to a brand ambassador so that the company or business can reap the great rewards found through social media participation?
When at Events
Events are the perfect opportunity to finally meet hardcore fans face-to-face. These individuals will certainly be the type that are obsessively taking photographs, videos, and live blogging the event.
A fantastic, inexpensive way to get these types of individuals to connect and share their experience with social platforms is through a photo booth kiosk, much like the ones you’d find at malls or fairs. These additions to the floor make connections very easy and fun; since the diehards are most likely looking for your employees and others like them, it would make perfect sense as to why they’d use these booths not only for memories but also to get those pictures up on their social feeds.
In the screenshot below you can see how a photo booth kiosk at your next event could deliver branding for you years after the event takes place. Not only would your logo and message be seen on the photos, but also through online social share and digital photos as well.
When going Beyond the Review
Reviews are the make or break when it comes to user acquisition for many businesses and companies across the Web (and in brick and mortar). Ask yourself how many times you’ve done business with another business that had little to no reviews? Likely never.
Reviews can be very personalized, but sometimes the writing comes across as simply too promotional. It’s hard to tell whether the individual was paid for the review or if editors later touched up the comments to fill in more joyous wording.
The best way you could maximize those brand ambassadors and put a face to those reviews is to create passion and authenticity is by providing them with the tools and resources to create video reviews.
Video reviews connect sight and sound which, when combined, have a significant impact on building emotion. When you arm brand ambassadors with the right tools (going even as far as providing them with an inexpensive camera and items to review) – it will increase ROI once these videos spread on YouTube, Facebook, and get embedded into the content of the business blog.
Use contests to promote and nurture creativity
And, of course, there is the idea of giving users full creativity when conducting a well-thought-out contest. See just a few amazing samples here and the many different types of promotional services offered through Wishpond.
User generated content (when paired with contests) becomes incredibly powerful in terms of spreading the brand image, encouraging social interaction and drawing awareness to campaigns – all of which funnel interested parties into possibly becoming customers.
Pair the passion of the brand ambassadors, general community, and even the nay-sayers, and you will generate something amazing for your business with the efforts of others creating content for the brand.
Allow users to design, create commercials, suggest new products and changes to services, fun campaigns, charity work, and more. Allow them to show who they are and why they want this change for the business or company. Place them in the spotlight, reward them for their effort, and champion the winner after allowing the community to vote.
Through all this, the community will come together, feel more as one, and become stronger at being vocal and adamant about your brand.
You have a Brand… Now it’s time to put it to use!
Brand ambassadors benefit because they are able to utilize the human effect. Seeing and hearing other individuals talk about what they love and how a product/service has changed their lives can have a significant impact. It’s word-of-mouth marketing at its core, but multiplied due to the reach of social media and more.
Any business that neglects the die-hard fans when they know they can be the ones producing content, fighting the competition, and marketing the business, is going about it all wrong. Empower the brand ambassadors and the business will certainly reap those social wins (and growth gains).