This week’s #SundayMusings focuses on a topic that doesn’t get as much publicity as it probably should across social media. Building brand advocacy and brand ambassadors is an immensely powerful channel to growing your brand or company. Their ability to promote your brand to a broader audience, while aiding your word-of-mouth advertising can go a long way towards success. The following stories caught my attention over the past few weeks.
#1 – “Find Brand Ambassadors by Monitoring Social Media” – via DigitalDoughnut.com
Premise: Social Media Week was two weeks ago and coming out of that was a real good example of why you need to be monitoring social media and how to take advantage of it. There are at least a couple of ways that you can help strengthen your relationship with brand ambassadors through social media. The author also quotes a few numbers from one particular event during Social Media Week, saying that 22% of ‘fans’ are ambassadors and 55% of ambassadors aren’t following said brand on their social media.
Thoughts: Interesting example provided in this write-up about a company having no idea what was being said about them and missing the opportunity to engage with a potential brand ambassador. It happens all of the time. The three tips on how or where to celebrate ambassadors all make sense. You simply need to pick the route that you are comfortable with and stick with it over time.
#2 – “Making the Leap From Brand Ignorance to Brand Advocacy” via smeweb.com
Premise: It is hard enough to get people to notice your brand, but it is just as hard to turn people over to become advocates for your brand/company. This is particularly true for new brands and market entrants. The author puts together three steps (or jobs) for new brands/products to manufacture brand advocacy.
Thoughts: This write-up is specific to products that live on a shelf, but very interesting nonetheless. The first two steps are standing out on shelf at the first moment of truth and driving a level of desirability with potential consumers. That’s all well and good and heavily relies on packaging and staying up to speed on market trends.
The third step is all about building that brand advocacy through a story that people can connect with and be willing to share with their friends, family, and/or audience. Their enthusiasm for your story and your brand can lead to endless ripples of success.
#3 – “The secret to getting me to become your brand advocate” via businessesgrow.com
Premise: Mark Schaefer believes that influence marketing has become a nuisance and offers up several tips and ideas for how to get your brand or product mentioned on his blog. Interested in having Mark become an ambassador for your product? Simply put, make it worth his while, be willing to spend the appropriate amount of time and show/create the value your product offers.
Thoughts: Great thoughts and feedback from Mark Schaefer here that can be reapplied to virtually any arena, i.e. product, service, and/or brand. The first time reading through this write-up I thought to myself that he was looking to be paid for his time … and then, he came out and simply said that at the end of #3. Honesty goes a long way in my book. Speaking of books, this article puts another read into my queue as I’m not interested in checking out his book, “Return on Influence”.
#4 – “Why Social Employee Brand Advocate Programs Power Up Your Brand” via SocialZoomFactor.com
Premise: A 13 minute podcast from Pam Moore that takes a look into the importance of building brand advocacy among/through your employees and focuses on how to do so. Through a partnership with Everyone Social, a new series is beginning to provide tips and support on how to build a better brand advocacy program with your employees.
Thoughts: To close out this week’s #SundayMusings let’s pivot out of building external brand ambassadors and focus on building them from within your own doors. Employee engagement is critical to your long term success. Employees are, or should be, your greatest asset.
While I have yet to participate, I would recommend keeping an eye on the “#Getrealchat” that tackles subjects like this on Twitter. There is a good amount of communication going on and a lot of interesting feedback on each topic. These chats happen every Tuesday night on Twitter.
Tweet of the Week:
— Social Media Today (@socialmedia2day) October 8, 2014
While this week’s ‘Tweet of the Week’ links to an article that was posted two years ago, the article and content itself remains relevant. The author puts together a quick summary on why advocacy is important, driving and identifying your brand ambassadors, and several (good) ideas regarding building an advocacy program.
Branderati put together the slideshare presentation above that includes twenty great quotes when thinking about brand advocacy and brand ambassadors. My personal favorites are on slide 4 from Joe Chernov and slide 12 from Dave Kerpen. What is your favorite quote here?
That wraps up this week’s #SundayMusings. What are your thoughts on brand advocacy? How have brand ambassadors helped your brand grow? How can you better work with these people moving forward?
Let us know in the comments below. Have a great week ahead!