You don’t have to search far and wide to find an aspiring brand ambassador program on social media.
That’s because modern businesses want to reach customers beyond traditional advertising campaigns.
With the growing popularity of unfiltered content and “everyday” influencers, brands want to build relationships with happy customers who can promote them.
Your customers not only already know the specifics of your brand, but also present your products to your target audience.
And by setting up your own ambassador program, you can do the same.
However, a successful program is no accident.
In this guide, we are going to show you what you need to do to start your own brand ambassador program.
What is a brand ambassador program anyway?
Let’s start with a few quick definitions!
At a high level a Brand ambassadors is simply someone who speaks positively about your company. Brand ambassadors on social media will shout out your business, show off their latest purchases, and recommend you to their followers.
Your ambassadors are your ride-or-die fans. They know you They “get” you. You’ll be the first to “like” and comment on your latest posts.
Meanwhile a Brand ambassador program is a company-wide initiative to find people who meet the above criteria and encourage them to promote your brand.
Ambassador programs are traditionally by invitation only, but larger brands accept applications or run competitions to find trademark attorneys.
AND THE WINNER IS… 🏆 We introduce our Ambassador Alegria Jimenez, who was born this way! 🎉 Congratulations on winning our Born This Way Perfect Match Challenge, Gorgeous! #tfbornthiswaycontest #toofaced
Posted by Too Faced Cosmetics on Saturday 15th Aug 2020
Brand ambassador programs are understandably all the rage right now.
Based on what we know about Millennials and Gen Z, the average consumer relies on recommendations from social media when researching products and services. You want to hear from people first and then from brands.
Since ambassadors are really unfiltered and authentic, they can advertise your products without being very profitable. Conventional wisdom also states that your attorney’s followers are likely to fit in with your company’s audience. It’s a win-win situation.
How is a social media brand ambassador different from an influencer?
Good question! At first glance, influencer marketing campaigns and brand ambassador programs appear to be identical.
That is, they are not the same.
General, ambassador represent longer-term relationships. While a company might work with one influence In a one-time or multiple campaign, an ambassador will typically work with a brand for months, if not longer.
Relationships with influencers are also usually more transactional. Although brand ambassador programs usually include financial compensation, real ambassadors would be willing to spread your product organically.
In addition, many brand ambassadors only work with one company at a time. For example, notice how this GoPro ambassador’s entire Instagram bio and presence is tied to the brand.
What Types of Companies Have Social Brand Ambassador Programs?
The nice thing about brand ambassador programs is that they are a fair game for any industry.
Of course, such programs are massive in ecommerce, considering how competitive the space is. Retail and beauty brands in particular have robust social media ambassador programs because their products are easy to showcase to customers.
Even so, new programs keep popping up. From SaaS and gaming to technology and medicine, brands like Twitch, NectarSleep, Zenni Optical and Xbox offer ambassador programs.
Take that away? If your brand has a decent social following and an audience willing to overdo you, chances are your own program has potential.
How do I find brand ambassadors?
The easiest way to identify a potential ambassador is to find fans and followers who are already engaged in your brand.
For example, check your @mentions and # hashtags to see who gets the most engagement when you call them out. If there’s a particular customer you recognize or who has walked back and forth with you in the past, they’re likely a candidate.
You can also meet potential trademark attorneys using tools like Sprout Social. For example, with social listening you can search for specific terms and hashtags related to your business.
Beyond social media, you can cross-reference your customer data or CRM to identify your biggest funders and most dedicated customers. From there, you can assess their social following to see if there is potential for partnership.
Alternatively, you can create a brand ambassador program that requires an application process. For example, Pura Vida’s social media ambassador program works much like a traditional referral program with commissions.
However, there are some downsides to allowing your ambassadors to apply for your program.
Obviously, to get started, it is time-consuming to both create an application process (think of admission forms, legal) and sift through applications.
Many ambassador programs also attract people who are more interested in building their own social following or gaining free loot than actually building a relationship with your brand.
In contrast, an invite-only ambassador program ensures that you are only working with people who are legitimately dedicated to your business and who actually understand what your brand is about.
5 steps to setting up a brand ambassador program on social media
The good news is that there is no one-size-fits-all approach to putting together an ambassador program. This gives your brand some flexibility in starting your own.
Do you want to keep your circle of supporters relatively small with only a handful of members? Do you want to assemble an army of ambassadors to promote your brand more aggressively? It’s your decision.
Either way, here’s a quick rundown of how to create an ambassador program from scratch.
1. Define the goals of your ambassador program
We talk a lot about setting social media goals, and rightly so.
You shouldn’t start a brand ambassador program “just because”. This requires an investment of your time and energy: you need to understand what you are getting out of your program before starting it.
Most programs focus on increasing brand awareness versus sales. Hence, you will likely be tracking metrics related to mentions, hashtag usage, and follower growth as you roll out your program.
For example, AverMedia has special hashtags that are tied to the ambassador program …
… who share their ambassadors to exaggerate their products.
And if you’re looking for more sales, you need to tie your branding campaigns to specific tracking links and campaigns.
Knowing your endgame ahead of time will help you identify ambassadors who can help you achieve these goals.
2. Establish your criteria for your brand ambassador
Not everyone and everyone should be part of your program.
No two brands will make the same demands on their ambassadors. Nevertheless, there are some criteria to consider as to which people should be selected:
- How long have you been a customer?
- How much have they engaged with your brand in the past?
- What is your engagement rate on social media?
- How many followers do you have?
For example, Paul Mitchell’s requirements as a brand ambassador are pretty simple: You have to be US based, have 10,000+ social followers, and be “passionate” whatever you define it to be.
3. Create guidelines and guidelines for brand ambassadors
Probably the biggest advantage of working with brand ambassadors over influencers is that ambassadors need less hand posture.
You don’t have to create all of your messages or micromanage them. Ideally, they already understand your business and your approach to promotions.
Even so, it helps to associate them with a style guide and set of expectations. For example, you obviously want them to keep their personal voice, but you also don’t want them to unnecessarily destroy competitors.
Of course, you need to make sure that they are promoting the right products and hashtags for a specific campaign.
Also, remember that ambassadors are a reflection of your brand. As with any other partnership, you need to check their social presence to make sure their values and beliefs align with those of your company. In short, do your homework.
4. Promote, empower and motivate your ambassadors
Remember: working with a brand ambassador is a long-term relationship.
Make sure the ambassadors understand what’s in for them by working with you on everything from freebies and financial compensation to shouting out for your own account.
For example, Twitch regularly promotes its own ambassadors to its over 7 million Twitter and over 5 million Instagram followers. This helps ambassadors expand their own channels and social presence.
5. Track the progress of your ambassador program
As with anything social media, you need to assess what works and what doesn’t.
For example, tracking hashtag analytics with Sprout Social can keep an eye on the performance of hashtags on ambassadors.
As your campaigns grow, you can find out if your campaigns are meeting their engagement goals.
Would you like to put together your own brand ambassador program?
Anything you can do to get more people talking to you on social media is a plus.
And an ambassador program is the perfect way to do just that.
Hopefully, these brand ambassador best practices can serve as a solid starting point for building your own program.
Additionally, be sure to check out the latest Sprout Social Index for the latest trends to help grow your social presence!