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THE ULTIMATE GUIDE TO BRAND AMBASSADOR
MARKETING IN 2020
2
Table of Contents
Chapter 1: Introduction to Ambassador Marketing 3
What is Ambassador Marketing? 4
Why are most referral programs destined to fail? 6
Test Your Company for Ambassador Marketing 7
Chapter 2: Brand Ambassadors vs. Influencers:
How to find and recruit the best Ambassadors for your Brand 9
Ambassador Marketing vs. Influencers 9
User-Generated Content 11
How to Find Brand Ambassadors? 13
How to Determine High Engagement? 14
Chapter 3: How to Build a Successful Brand Ambassador Program 16
What Exactly is a Brand Ambassador Program? 16
Types of Brand Ambassador Programs 17
11 Steps to Your Brand Ambassador Program 19
KPIs to Define Success of Your Brand Ambassador Program 23
Chapter 4: How to Engage and Incentivize your Brand Ambassadors 24
How to Keep Your Ambassadors Engaged? 24
Tips to Maintain Engagement 28
Chapter 5: Conclusion & How to Promote your Brand Ambassador Program 29
Key Takeaway Points 29
Wrap Up 32
3
CHAPTER 1: Introduction to Ambassador Marketing
In this ebook we are going to share valuable information about Brand Ambassador
Marketing. So, why did we write this ebook? And why should you read it?
For the past few years we have worked closely with businesses across many different
sectors from fashion to sports to automotive to hospitality with the goal of helping
our customers implement successful ambassador marketing strategies.
Whenever we meet with marketers to discuss their requirements we come across several common insights which are worth noting:• Marketers tend to overlook ambassador
marketing as it can appear overly
complicated
• Many marketers don’t understand how
ambassador marketing is different from
affiliate or referral marketing or influencer
marketing
• Ambassador marketing is an underutilized
channel by many brands
• Brands that set up ambassador marketing
programs experience great success
• When done correctly, ambassador
marketing outperforms most other online
marketing channels including PPC, SEO,
content marketing and email marketing
So, why are these insights valuable
and why should you complete this
ebook?
We would like to show you how
to harness the awesome power of
ambassador marketing with minimum
effort to help you maximize your
marketing spend.
4
Here is an outline of what to expect from this ebook:• Chapter 1: Introduction to Ambassador Marketing
• Chapter 2: Brand Ambassadors vs. Influencers: How to find and recruit the best
Ambassadors for your Brand!
• Chapter 3: How to Build a Successful Brand Ambassador Program
• Chapter 4: How to Engage and Incentivize your Brand Ambassadors
• Chapter 5: Conclusion & How to Promote your Brand Ambassador Program
Great, so let’s get started!
What is Ambassador Marketing?Ambassador marketing is Word of Mouth Marketing (WoMM) on scale. Sounds a bit
like a referral program right… wrong! So, how does ambassador marketing differ to
traditional referral programs?
Marketers who implement ambassador marketing programs understand that
traditional referral programs are very difficult to sustain.
There are only very few companies who consistently implement successful referral
programs, Uber, Dropbox and Airbnb are among them. Essentially, companies that
already have huge market share.
So, how do you know if your referral program is actually working?
5
There is a commonly used formula to measure the success of a referral program,
called K factor or Viral coefficient:
(Number of Existing Customers x Number of invites sent by all your customers) X
CVR of those invites
Number of customers
=
K factor/Viral Coefficient
For example, if you have:
1. 100 customers
2. Each of them sends 10 people to your business
3. Out of those 10, 1 becomes a customer, then your CVR is 10%
4. You can insert all these numbers into the formula
100x10x0.10
= 1 K factor
100
Side note: You can also use this free tool to calculate your K factor
If your K factor is 1 or less than 1, then your referral efforts are not paying off. And
let us share a secret with you: most referral programs simply don’t work!
If you do have a K factor that is higher than 1, that’s amazing, well done! Keep on
reading though because we can help you improve even further!
6
Why are most referral programs destined to fail?Based on our research and the data collected from companies we have worked with
(other than not fitting the criteria due to lack of social currency in your product - if
you don’t know what social currency is, we will cover it later in this chapter), the fact
is most referral programs tend to treat everyone the same.
When a customer who recommends your product, service or brand doesn’t convey
trust or doesn’t fit with your brand’s voice or values, their recommendation can
often cause more harm than good.
With a traditional referral program, It doesn’t matter if your customers are very
influential people or people with a small group of friends, they all receive the same
treatment.
People are different, this is one reason why personalization became so big in the
past few years. It simply works!
Companies that incentivize customers with a lot of social influence (e.g. customers
and employees with a big audience of followers and friends and great engagement)
the same way they would incentivize your average Joe, are missing out on a great
opportunity!
7
This opportunity is Brand Ambassador Marketing.
Ambassador marketing relies on one of the oldest known principles, the Pareto
principle, also known as the 80/20 rule.
Those who use this rule in their marketing efforts focus on 20% of their followers
(customers, employees and prospects) to drive a K factor that is larger than all of
their followers combined.
This 20% of followers are people who fit your brand voice and have influence
over others either in real life or online on social media platforms. These people of
influence can drive amazing results with a minimum budget.
You can, and should, incentivize these people differently (we will focus on this topic
in Chapter 4).
The bad news though, is that this channel does not necessarily fit all businesses.
Test Your Company for Ambassador MarketingHere’s a quick test to see if your company
is a great fit for ambassador marketing:
1. Can you reach at least 1000 people?
(Unique monthly visitors and/or Social
media followers and/or email list and/or
number of customers and/or number of
employees).
2. Does your product, service or brand
transfer social currency? Does it make
people look or feel any of the following
when they talk about it:
i. Cooler
ii. Healthier
iii. Smarter
iv. Trendier
v. Exclusive
vi. Professional
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If your answer to these 2 questions are Yes, for sure! - then ambassador marketing
is right for your business!
To summarize, ambassador marketing is an approach that allows you to recruit
brand ambassadors who resonate with your brand’s voice and can represent you.
These customers, employees or prospects will help promote your brand and can be
incentivized in various forms.
In Chapter 2 we will explore how to differentiate influencers from brand
ambassadors, how to set the criteria for your brand ambassador, how to find brand
ambassadors and recruit the right ones for your brand.
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CHAPTER 2: Brand Ambassadors vs. Influencers:
How to find and recruit the best Ambassadors for your Brand
People often ask us about the difference between brand ambassadors and
influencers. This is an important question, so let’s jump right in!
Brand Ambassador vs. InfluencersOften when we engage with marketers, customers and brand advocates at
conferences or online, we are told that a brand ambassador is just another term for
an influencer.
This is not entirely true.
An influencer can be a brand ambassador, but not all influencers are brand
ambassadors for the brand which they are promoting.
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This points to the heart of the matter. A brand ambassador is someone who is
invested in your product, service or brand. Whereas an influencer is someone you
might hire to launch a new product or promote something online.
Brand ambassadors are a long term investment whereas influencers are usually
hired for short specific campaigns. Influencers are more extrinsically motivated
(for example by monetary rewards) compared to brand ambassadors who possess
intrinsic values, share common goals and are motivated beyond financial gains.
If you have previously dealt with influencer marketing, 2 things are abundantly clear. Hiring an influencer can be an expensive exercise and not all influencers deliver results:• Many of them have poor engagement
• They are extremely expensive
• The performance aspect is lacking
• It’s hard to find good influencers
• Good influencers are hard to recruit
• They are not very loyal and will usually go for the higher bidder
On the other hand, your brand ambassador is generally a customer, employee or product user who:• Likes your product and brand and
is likely to recommend it to others
regardless of your efforts
• Is loyal
• Will be there when you need him or
her for any activity, from promotions
to product design, reviews or to
generate content
• Will consistently generate content for
your brand, sometimes even without
being asked to
• Can be remunerated with freebies
and other forms of non-monetary
compensation
11
Brand ambassadors authentically like the product and brand and really believe in
it! These are your true fans. And there is no better form of marketing!
Don’t take our word on it, ask Kevin Kelly the chief editor of wired magazine or Seth
Godin, a world renowned marketing guru.
User-Generated ContentLet’s dig a little deeper.
Brand ambassadors tend to create User Generated Content (UGC) to share
information and spread influence.
User-Generated Content is an incredibly effective method of online marketing. Here are 7 statistics showing why you should be paying attention to UGC:1. UGC posts shared on social media channels
see a 28% higher engagement rate than
standard brand posts.
2. UGC-based ads get 4x higher click-through
rates and a 50% drop in cost-per-click than
average.
3. Videos created by (and featuring) users get
10x more views on YouTube than content
created by brands.
4. Brand messages are reshared up to 24x more
when disseminated through your brand
ambassadors versus published to your brand
page.
5. According to one study, an ambassador
program with 1,000 participants can generate
up to $1,900,000 in advertising value.
6. 48% of customers say that UGC is a great way
to discover new products.
7. UGC campaigns are shown to result in a 29%
increase in web conversions over campaigns
or websites without it.
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WOW! Right?
So, how would we define a brand ambassador? A brand ambassador is a customer
or “super-user” of your product or brand who generates content or regularly shares
positive brand experiences.
So now that you know the difference between brand ambassador marketing and
influencer marketing, where can you find ambassadors for your brand and how do
you go about recruiting them?
The best place to find brand ambassadors is among your existing customers or
employees. Smaller brands and businesses may find this pool of potential brand
ambassador to be too small, in which case we recommend you look to your followers
on social media.
This pool of true fans are people who already know your brand and understand
its values and share in your common goals. Authenticity is key and will have a
tremendous impact on the success of your ambassador program.
13
How to Find Brand Ambassadors?Here are a few methods to help you find your brand ambassadors:• Social media: Look out for users who engage with your content regularly in a
positive and constructive way. Also look out for users who post about your brand
regularly on their own platforms using hashtags, mentions or related keywords.
• Product review sites: Find customers who make a real effort to write reviews.
• Forums and groups: Facebook groups, SubReddits, LinkedIn, Quora, and other
forums are a great place to find customers who are actively discussing your
products.
• Your own database: data enrichment tools can make this part simple and
accurate by plugging into your data or mailing lists and reviewing individual social
profiles to pick up brand mentions.
The next step is to recruit your true fans to be your brand ambassadors. We suggest
you build an application page. Something similar to what Adidas did here.
This is a great way to encourage people to apply so you can review their application.
Another option is to use influencer marketing platforms and post ads looking for
long term brand ambassadors.
We do however see much better results and acceptance rates with existing
followers.
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Now that you have some candidates, it’s time to choose the best ones to be your brand ambassadors. Here are some criteria to help you review your candidates:• Social media reach: look at the platforms you care about.
• Engagement rate: is it any good?
• The topics your candidates post about: Do they talk about things that resonate
with you and your brand?
• Hashtags: are they related to your brand?
• Ambassador location: are candidates in the same or similar geographics location
as your target audience?
How to Determine High Engagement?Let’s talk about Engagement!
We generally see better results when working with micro or even nano influencers
who have higher engagement. These are people who tend to have fewer followers
but these followers are more engaged. So anything below 500k followers is a good
starting point.
How do I determine high engagement?
Each platform is different, facebook and twitter see between 0.5%-1% engagement
rate while instagram has a baseline of 3%-6% engagement.
Here is a method to calculate the engagement rates of your candidates in 4 easy steps:1. Choose a post
2. Sum up the number of likes and
comments of this post
3. Divide this number by the number of
followers/friends
4. Multiply it by 100 to get the %
To make sure your candidates are the
real deal, this tool can be used to find
out whether candidates use bots to
increase followers and engagement.
15
Once you have chosen your brand ambassadors, it’s time to start working with them
to test their true value. In the next chapter we will show you how to build a brand
ambassador program that attracts a lot of quality applications for your brand.
16
CHAPTER 3: How to Build a Successful Brand
Ambassador Program
By now you should have a good understanding of what brand ambassador marketing
is, why it’s a valuable exercise for your business and how to find and recruit your true
fans to be your next brand ambassadors.
Now it’s time to get down to business as we layout the steps to building your own
brand ambassador program!
What Exactly is a Brand Ambassador Program?As we know, Word of Mouth Marketing is one of the most effective tools a brand can
employ. A brand ambassador program is designed to utilize the passion of a brand’s
most enthusiastic or loyal customers by giving them exclusive benefits, and the
autonomy to carry out the brand’s messaging to other consumers.
In other words, it is basically creating a word-of-mouth program that helps a brand,
product or service receive optimal recognition. Brand ambassador programs are
designed to suit the personal needs of a specific brand. A brand ambassador
program that works for one brand may not necessarily work for another.
17
Types of Brand Ambassador ProgramsThere are several types of Brand Ambassador Programs, we will focus on the 4 most
common:
1. Affiliate Brand Ambassador ProgramThis type of brand ambassador program is modeled on the affiliate marketing
structure. This program involves a partnership between the brand and a few
individuals usually influencers or bloggers.
These individuals function as affiliate marketers. This means they promote a
brand and in exchange they get a commission whenever a purchase is made
through their promotion.
This type of brand ambassador program is a win-win for both sides, as both
brand and affiliate marketer profit from resulting sales.
Pura Vida Bracelets is a great example of a successful affiliate brand ambassador
program.
2. Informal Brand Ambassador Program (also known as referral program)
The informal brand ambassador
program is less structured. Anyone
who shows unwavering loyalty or
love for a brand can join this brand
ambassador program. All they need
to do is spread the word about the
brand to family and friends.
As we covered earlier in the ebook,
these programs don’t usually see
great success.
18
3. College Brand Ambassador Program
College ambassador programs are ideal for brands
whose target consumers fall within the college or
university demography.
This type of brand ambassador program simply
involves a partnership between a brand and
enrolled students. The brand leverages the
internal connections between students on
campus and in study groups to raise awareness
for an organization or product, thereby increasing
sales.
Other marketing strategies include wearing
outfits that advertise the brand they represent,
hosting on-campus events, handing out product
samples, putting up posters or coming up with
ingenious ways to promote the brand they work
for.
Brands involved in college ambassador programs
include Red Bull, Coca-Cola and Victoria’s Secret.
4. Requirement-Driven Brand Ambassador Program
Requirement-driven brand ambassadors perform
certain actions for a brand within a specific time
frame.
This is an economical way to develop a brand
since the company only hands out free products
or stipends to their brand ambassadors.
Mostly, requirement-driven brand ambassadors
are influencers with high content engagement
rates.
19
11 Steps to Your Brand Ambassador ProgramNow that you know the different types of Brand Ambassador Programs, it’s time to
create one of your own!
We have put together a unique 11-step formula to help you get started!
1. Define your objectives and budgetOutline what you want your ambassador program to achieve for your company.
Ask yourself what is your main objective: is it to sell more products, up-sell
current members, or generate more brand awareness? Lock in your objectives
and assign a budget. Remember to include a budget for incentives.
Make sure to give your ambassador program time to prove itself. After 3-6
months you should be seeing results. Start by developing a timeline and include
all of the following steps we will now discuss in it.
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2. Create a rewards structureTake a lesson from Pura Vida Bracelets and their 3-tiered system which motivates
their brand ambassadors to sell more products, by increasing the incentives at
each level.
Think about how you can recognise your top users – the Xbox ambassador
program does this really well by publishing leaderboards and issuing daily
challenges.
3. Create a brand ambassador program pageBrands that build a dedicated program page see better results.
Here are a few examples for inspiration:
• Addias
• Lululemon
• Makersmark
We strongly recommend you to
be as general as possible with
your offer, as it will give you the
option to test different incentives
and approaches with your various
ambassadors.
Here is a template to use for your
page:
Get the latest [YOUR PRODUCTS]
from [YOUR USP] before anyone
else. Do you have what it takes
to become [YOUR BRAND] brand
ambassador?
Apply now!
4. Identify your SuperstarsLook through your existing customer base and find users who are loyal and
passionate about your brand (see chapter #2). Choose a few customers/
prospects that you wish to have as your program leaders:
1. Add them to your CRM
21
2. Like them and comment on their social media pages
3. Send them a freebie
4. Contact them and show your interest in them becoming your ambassadors
Recruiting program leaders is a definite way to help your program succeed
immensely. But don’t stop there!
5. Invite your employeesDon’t forget that your own employees can make great brand ambassadors.
Take a look at Coca-Cola and Heineken who turned their employees into a highly
profitable acquisition channel.
6. Invite a small percentage of your email listStart with a small pilot program and refine the model before opening it up to
a larger group. This will reduce the amount of support you need to provide
while also allowing you to connect directly with individuals and build a strong
foundation.
7. Provide resources and marketing materialsArm your brand ambassadors with marketing material and products
to help them curate and create content that reflects your
brand. For example: look at how Red Bull created an
online resource portal for their student marketers
while allowing them to have the kind of
creative freedom that has propelled
their brand. At first, you
won’t need to go that far, a
brochure with all the key
messages and values
of your brand will be
enough.
8. Monitor, but don’t dictateKeep a close eye on your
ambassadors but don’t
interfere in their content
creation process. Create
22
a style guide if you need to. Monitor their progress and sales through your
analytics or referral tools.
Assign personalised tracking numbers or codes for your ambassadors, this way
you can track the online sales they refer or generate.
9. Keep your promisesHonour your agreement with successful ambassadors within the agreed upon
time frame. Fulfilling your part of the deal too late will have a serious impact
(word-of-mouth travels, remember!).
10. Review the numbersReview your sales figures and the performance of your pilot program. Apply any
actionable insights or learnings to your larger strategy.
11. Go big!After you get the first few positive results, it’s time to increase the scope of your
program. Send your program pages to your entire email list, post it on your social
media channels, and ask your current ambassadors to help you promote the
program by sharing it with their audience.
23
KPIs to Define Success of Your Brand Ambassador ProgramSo, how do you measure the efficiency of your ambassador program?
Here are the most common KPIs to use when evaluating your ambassador efforts:
• # Number of UGC / Ambassador or Month
• # New website traffic / Ambassador or Month
• # Conversions (lead / sale) / Ambassador or Month
• # Engagement (comments & likes) on UGC / Month
And most importantly ROI. You can calculate your ROI by tracking the number of
sales generated by your ambassadors and deducting the budget you invested in your
ambassadors (incentives + commission).
In the next chapter, you will learn how to incentivize your ambassadors, best
practices, and how to keep them engaged with your brand and product to drive
better results!
24
CHAPTER 4: How to Engage and Incentivize your
Brand Ambassadors
In this penultimate chapter (great job for getting this far!), we will be looking at ways
to engage your brand ambassadors to ensure you make the most of your marketing
efforts.
How to Keep Your Ambassadors Engaged?Now that you have great ambassadors lined up and a program all set up and ready
to go, the question arises: how to keep your true fans engaged in your ambassador
program?
There are several ways to achieve this, from commission based to monetary and non-
monetary methods which we will cover here in detail.
25
1. CommissionOne of the most common ways to incentivize your brand ambassadors is to
simply compensate them for every sale they generate. If you have an affiliate or
referral program in place, it’s easy to create a unique link for them and measure
the revenue they generate.
If you have a public affiliate program in place, make sure the commission you
offer to your brand ambassadors is higher.
They will expect higher commissions than other affiliates since they generate
more sales, increase your brand awareness, provide feedback and are loyal to
your brand. Successful ambassadors deserve special treatment.
The commission amount depends on profit margins, but we would suggest
starting with a lower commission (it still needs to be lucrative enough for them
to keep promoting your brand). You can raise the commission afterwards to
reward your best performing ambassadors.
2. Fixed rateSome brands prefer a tactic where they select fewer ambassadors, very
influential ones in most cases, and offer them an exclusive deal.
An example of an exclusive deal is when select ambassadors are required to post
a specified number of times on social media and publish a few articles on their
personal blogs in exchange for a monthly retainer.
When you deploy this strategy, you need to pay special attention to the
ambassadors you work with and the content they create. According to our
experience, the quality of the content unfortunately deteriorates with time.
Warning: When using the first and second compensation tactics, you motivate your
ambassadors extrinsically. There is nothing wrong with that, but your true fans
are likely to recommend you without payment. By getting them accustomed to
compensations for every referral you may have to either keep increasing your budget,
or combine other compensation tactics to scale your operation.
$
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3. FreebiesBy sending free products to your ambassadors you show them your appreciation.
Here are four ways to use freebies successfully:
• Send a free product to your ambassadors and ask them to share their
experience with it to their audience
• Send gifts on a regular basis to your best performing ambassadors
• Send a product bundle to an ambassador every time they reach a milestone
(social media post engagement or referrals in most cases)
• Use a leaderboard and define specific milestones and offer unique rewards
for each milestone
As your ambassadors are also customers who love
your products, promising them free products is
a sure way to keep them motivated. Sending
ambassadors products instead of paying them
works on both extrinsic and intrinsic motivations
and usually result in a higher ROI on your
ambassador efforts.
4. Non-monetary compensationThere are many things you can do to
make sure your ambassadors feel
special. Your goal is to increase
their social currency (their
perceived value among their
friends and family). Let’s
take DELL and their
ambassador program as
an example.
DELL does not pay their
brand ambassadors, but it
does go above and beyond
to make them feel special.
For example, every time DELL
organizes an event, they send VIP
tickets to their brand ambassadors.
27
As soon as DELL employees see a brand ambassador during one of their events,
they are instructed to give them special treatment and greet them with a smile.
In this case, they are also invited to meet top level executives and even the CEO.
Brand ambassadors can then brag to their friends and family, “I just met their
CEO a week ago and gave them my feedback about the new line of computers,
so I hope you enjoy it”. This way the brand ambassador feels special.
Things to keep in mind when using this tactic:• Create an exclusive event for your brand ambassadors, a dinner at your office
for example
• Surprise them with random gifts (they do not have to be in your catalog)
• Send them VIP tickets to your next event or any interesting industry event
• Mention them on your social media channels and on your website
• Ambassador of the month, week or year reward
The key here is acknowledgement and you should
do as much as possible to acknowledge your
ambassadors and their efforts to promote
your brand.
Lululemon does a great job by sharing
their best ambassadors on social
media regularly.
They even have their pictures on
their website!
When it comes to compensation there
is no right or wrong, you just need to
choose the compensation tactics that fit
your budget and available resources.
The most successful brand ambassador
programs often combine non-monetary and
monetary compensations to achieve the best results.
The second ingredient in the recipe for a successful brand ambassador
program is engagement.
28
It’s very important to keep engagement going over time or even your best brand
ambassadors will lose interest. We see this time and time again, so ensure to
maintain momentum through continuous engagement.
Tips to Maintain EngagementHere are a few tips to maintaining engagement:
• Create a facebook group or slack workspace or any other community
management tool, and encourage your ambassadors to communicate with each
other. In this group you should also send requests, ask questions, and participate
in conversations
• Create a new list in your email marketing tool just for your ambassadors, and
make sure you send them a special treat on their birthdays and holidays
• Invite your ambassadors to take part in the process of inviting and screening
new ambassadors
• Appoint community leaders to share content and engage with other
ambassadors
• If your budget allows, have a few private yearly events that include your
ambassadors
• Make sure your social media team mentions your ambassadors every once in a
while
• Use NPS surveys regularly with your ambassadors to gauge the success and
satisfaction of your program. Use these scores to reach out to unsatisfied
ambassadors and optimize your program accordingly
Your ultimate goal should be to eventually hand over control of your ambassador
program and let your ambassadors manage it for you. It’s their program, not yours.
We see many brands trying to enforce rules or have as much control as possible at
the beginning, but a better approach is to recruit great ambassadors, incentivize
them and let them show your brand their love.
An engaged and happy ambassador will help make your brand thrive.
In our next and final chapter we will conclude this ebook by summarizing the
key takeaway points and explain how you can quickly build and promote your
ambassador program.
29
CHAPTER 5: Conclusion & How to Promote your
Brand Ambassador Program
Congratulations! You have almost completed our Ambassador Marketing Email
Ebook!
In our final chapter, we will summarize the key takeaway points to help you build and
promote a successful brand ambassador program.
Key Takeaway Points 1. Ambassador marketing focuses on 20% of your influential customers, employees
or prospects. These are your true fans and this approach ensures better results
than traditional referral programs.
2. Use the K Factor to measure the success of both your referral program and your
ambassador marketing efforts.
3. Use ambassador marketing when your product transfers social currency. Does
talking about your brand/product make your potential ambassadors seem better/
smarter/cooler to others? Do you know of a 1,000 people who are already familiar
with your brand?
30
4. The best ambassadors are not necessarily those with high reach on social media.
Micro and even nano influencers with high engagement and high brand affinity
produce much better results and are more authentic voices.
5. Find your brand ambassadors by going through your existing customer and
employee pool, identifying people who fit well with your brand voice and have a
high online reach. This reach may be either a personal blog, youtube channel or
many followers on social media.
6. Focus more on engagement than on reach and utilize a “fake followers detector”
to eliminate inauthentic candidates.
7. Keep your ambassadors engaged and motivated. Compensate them with
monetary, freebies and non monetary incentives such as exclusive events, t-shirts,
linkedin titles, free social media promotions.
8. A brand ambassador program is designed to utilize the passion of your most
enthusiastic customers to spread the message to other consumers.
31
9. There are different types of brand ambassador programs. Each program suits
different needs. You should be aware of the individual objectives you wish to
achieve with your program before you start constructing it.
10. Assign personalised tracking numbers or codes to your ambassadors. This way
you can calculate the ROI by tracking the number of sales they generate and by
deducting the budget you invest in your ambassadors.
11. Monitor your ambassadors’ activity but don’t interfere with their content
creation process. Incentivize them and let them show you their love.
12. There are different ways to incentivize brand ambassadors: Commission, fixed
rates, freebies or non-monetary compensations. You can combine different
techniques depending on your budget and available resources.
13. Use community management tools, regular email sequences and events to
increase engagement of your ambassadors.
14. Regularly gauge the success and satisfaction rate of your program. Reach out to
unsatisfied ambassadors and optimize your program accordingly.
15. Let your ambassadors manage your program, reward them and let them sell for
you.
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Wrap UpBefore wrapping up, we would like to share a few ways to promote your ambassador
program
1. Add a link to the page on your website - you want to grab the attention of your
visitors to the program so adding a link in the footer won’t really do it, but a link in
the top navigation bar will
2 Add an exit intent pop up for return customers
3. Send a newsletter to your customers and let them know you launched an
ambassador program
4. Promote it across your Social Media channels
If you don’t have a big audience, it’s advised to invest a small budget in social media
ads to give your program a boost.
Thanks for reading our ebook, we hope you enjoyed it as much as we enjoyed
creating it.
Good luck with your Brand Ambassador
Program!
Let your true fans sell for you.