Agenda

Introduction

Benefits of Social Media Brand Ambassadors

Using Social Media Brand Ambassadors

Wrap Up and Feedback

According to ‘Global Trust In Advertising’ by Nielsen:

92% of consumers trust earned media, such as recommendations from friends and family, above all other forms of advertising.

‘Global Trust In Advertising’

Social Media Brand Ambassadors

Social Media Brand Ambassador (SMBA) is a term used in reference to a person who represents and promotes a brand on Social Media.

A SMBA will endorse products / services as well as embody the corporate identity in demeanor, values and voice.

Credible SMBAs provide visibility to brands, boosting brand awareness and ultimately sales.

Social Media Brand Ambassadors

SMBAs market a brand through social media and essentially create buzz for the brand.

Their strength lies in their ability to strengthen the customer-brand relationship and influence their own audience.

They promote, provide customer service, and act as general cheerleaders for a brand. 

Benefits of SMBAs Humanize a Brand

Increase Reach and Engagement

Protect Online Reputation

Increase Traffic to Website

Increase Global Awareness 

Drive New Donors

Cost Effective

Benefits of SMBAs

Humanize a brand

SMBAs will not only help customers but they can help translate and promote the brand promise to the consumer. 

Benefits of SMBAs

Increase SM Reach and Engagement

By default, the more people reached and engaged by a brand, the better.

SMBAs have solid online reputations and a strong social network. When they come on board the brand’s reach and engagement grows exponentially.

SMBAs Exponential Growth

Benefits of SMBAs Protect Online Reputation

Brands are not managing their online reputation, their customers are.

SMBAs help build a positive image of a brand through positive comments, good reviews and referrals.

 

Benefits of SMBAs Increase traffic to website

SMBAs can help increase traffic to a website by linking to it.

Not only does these links help increase views of the website, but if they have a high domain authority, those links can also help increase SEO ranking.

Benefits of SMBAs 

Increase Global Awareness

When companies target regions that they are not present, those intended messages don’t always land.

Having SMBAs in different regions is the best and most cost-effective way to get word-of-mouth advertising. 

Benefits of SMBAs Drive new customers

Research shows that word-of-mouth is at least five times more effective than traditional advertising.

People pay more attention to their friends than ads.

The most effective way to break through the marketing clutter is to work through people’s social networks and SMBAs can do just that. 

Benefits of SMBAs

Cost Effective Marketing

SMBAs are extremely cost-effective. 

According to research and our own experience spending €500 on SMBAs will get the same results as spending €3,000 on Facebook marketing.

Creating a SMBAs Program

Set Goals

Find Ideal SMBAs

Tasks and Responsibilities

Success Factors

Track and Measure Success

SMBAs Program GoalsSMBAs can help reach both awareness and revenue goals for a brand. Program goals should be based around quantity and quality of SMBAs.

From a quantity perspective, the goals can be based on covering various locations.

Influence, commitment and contribution would form the basis for quality goals.

SMBAs Program - Ideal SMBAs SMBAs can be targeted based on existing

customers, social audience and influencers.

Use different types of SMBAs to target different audiences in a proper manner.

Consider qualitative aspects such as broader social influence, social engagement and quality and frequency of content creation along with demographic aspects.

SMBAs Program TasksSMBAs’ requirements should be aligned with the business process and tasks should be easy to complete.

Share brand messages on social networks

Engage with targeted audience

Answer questions on social networks or via direct messaging.

SMBAs Program Success Factors Support business goals.

Be reflective of model customers and influencers.

Maintain ongoing communication with SMBAs

Encourage SMBAs to interact with each other

Make the program easy to follow and use

Don’t let SMBAs experience ‘brand fatigue’

Enable friendly competition among ambassadors

Start with a few SMBAs and scale it based on results and needs.

Track and Measure SMBAs ProgramThe success metrics will differ for each brand. Take these key metrics into consideration:

Content - Number of posts, photos, videos shared

Reach - SMBAs reach across social networks

Traffic - The number of clicks that came in through content sharing by SMBAs

Conversions and Revenue - Number of conversions due to content shared by SMBAs

Case Study: SAT-7SAT-7 is a Christian Nonprofit satellite television station.

They reached out to us because Social Media engagement was low and followers were stagnant. They asked us to come up with a strategy that would engage their community and reach new followers. We developed a Social Media Brand Ambassadors Marketing Strategy. The Strategy implementation is a great success, and a pleasure to “watch!”

Case Study Results

Facebook Page Followers increased by 84% from 19,520 to 36,040

Case Study ResultsPost Reach increased by 18,900% from 548 to 103,310

Case Study Results

For 25/8-21/09 Reach was 2.5 million and Engagement 1.09 million