Brand Ambassador - Frequently Asked Questions
Q: If I can use the free social media tool bars and "Tell a
Friend" programs, why should I consider developing a Brand
Ambassador Program too?
A: Our Brand Ambassador Program energizes and extends the
use of social media and viral marketing strategies to stimulate
online and offline conversations, as well as organizes fan bases to
drive and enhance consumer loyalty, expand relationships and
generate online buzz.
Q: Don't the social media tool bars work?
A: Yes, they do work as the first stage for customer
engagement. However, you'll usually find a bit of a longer
lag time for generating loyalty with these tools. The Brand
Ambassador Program typically leads to a more immediate and
sustained exchange between the brand and its
customer-base.
Q: What makes the Brand Ambassador Program different?
A: The primary difference between these approaches is that
one is passive and the other is highly active and constantly
stimulated. The Brand Ambassador Program helps you to create a
non-paid, organized community that is passionate about your brand
and encouraged (by incentives, in some cases) to say "good things"
to their network of peers.
Q: What is a Brand Ambassador?
A: Brand Ambassadors are a group of customers that are
recruited from your customer base. They are enthusiastic and
well-connected, and actively promote, recommend and refer your
product or brand to their circle of influence, using online and
offline tools and tactics. They are viewed by their peers as a
credible, trusted source.
Q: Does the Brand Ambassador Program only work on a younger
audience who "grew up" with the digital world and relies heavily on
social media tools to communicate with their peers?
A: Not necessarily. Brand Ambassadors are typically
people who like to act as the authority or the "maven" for almost
any age group. Ambassadors are people who take great pleasure in
sharing information to their connections of like-minded
individuals. They like to be the ones who "heard it first" who
others turn to for "what's new", "hot" or just plain
"newsworthy". We all have people in our lives that look and
act like the description above. In some cases it is our own Mom or
a friend's Mom.
Q: If people are already sharing information with their peers,
why do we need to create a Brand Ambassador Program?
A: The Brand Ambassador Program enables you to control and
supervise what is being said about your product or brand. We
provide the Ambassadors with prewritten scripts and compelling
information to ensure that the right information is being dispersed
in the manner and tone that we deem appropriate. We also give
the Ambassadors a variety of ways to freely and easily share this
information, along with the ability to modify the content to some
degree.
Q: Once the Brand Ambassador Program is set-up and Ambassadors
begin sharing information, does the program pretty much run by
itself?
A: To ensure the best results, the driving force behind the
Brand Ambassador Program is what we call "missions". Our
experience shows, that in order to get the best desired results, we
need to continually spur activity by organizing clearly defined and
measurable missions for the Ambassadors to participate in.
Q: What's a mission?
A: Missions are clearly defined activities and tasks we
request - almost "require" the brand ambassador to engage
in.
Q: Are all Brand Ambassadors driven by incentives?
A: No, not all. Even when there is an incentive we are
primarily trading on one's intrinsic need to be a purveyor of
information. Ambassadors enjoy being the first to inform, while
taking pleasure involving others. They truly enjoy sharing with
their community, while it heightens their reputation within their
peer network.
Q: How do we know if the Brand Ambassador Program is
working?
A: We provide you with a secure online environment, complete
with comprehensive reporting tools that assist all of us in
monitoring and measuring the growth and success of the
campaigns.