brand ambassadors
Post on 30-May-2015
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The Brand Ambassador Dilema
Adrian Monoranuadrian.monoranu@inoras.ro
monoranu@gmail.com www.monoranu.ro
www.twitter.com/monoranu
Adrian MONORANU - InOras.ro - All rights reserved
Adrian MONORANU - InOras.ro - All rights reserved
Cheerleader vs. Client Service
Adrian MONORANU - InOras.ro - All rights reserved
Brand Ambassador - BA
“The Brand Ambassador is meant to embody the corporate image in appearance, demeanor,
values, and ethics.”- wikipedia
Adrian MONORANU - InOras.ro - All rights reserved
Brand Ambassador - BA
“It is a combination of using your time to create a positive image of the brand and to quickly and
skillfully handle customer complaints.”- EmployeeAmbassador.com
Adrian MONORANU - InOras.ro - All rights reserved
The Cheerleader BA
• Goes around talking about the brand• Builds up audience• Gets involved• Creates positive image• Creates buzz
Adrian MONORANU - InOras.ro - All rights reserved
The Client Service BA
• Creates relationships
• Handles customer complaints
• Tracks estimated sales in his groups
Adrian MONORANU - InOras.ro - All rights reserved
Official vs. Undisclosed
Adrian MONORANU - InOras.ro - All rights reserved
The Official BA
• Becomes an employee• Gets trained• Receives corporate support• Follows brand strategy• Gets promoted• Becomes a “superstar”!• Often stares in commercials
Adrian MONORANU - InOras.ro - All rights reserved
The Undisclosed BA
• It’s a “superfan”!• Brand enthusiast• Has it’s own opinions• Vulnerable• Non ethical• Personal issues• Easy to get rid of.
Adrian MONORANU - InOras.ro - All rights reserved
Internal vs. External
Adrian MONORANU - InOras.ro - All rights reserved
The Internal BA
“a PR anxiety attack in the making”- inc.com
Adrian MONORANU - InOras.ro - All rights reserved
The External BA
“not a paid spokesperson.”- gigaom.com
Adrian MONORANU - InOras.ro - All rights reserved
Identifying Internal BAs
• Voice – bloggers, twitter&facebook users• Matching personalities • Passionate• Trustworthy• Leaders with followers
Valuable Tip: Look outside the marketing department!
Adrian MONORANU - InOras.ro - All rights reserved
Rules for Internal BAs
• Set strict guidelines• Give them the right information• Make sure they not offend customers• Train them on social media• Offer corporate support• Don’t be “over possessive”• Don’t be a control freak.
Adrian MONORANU - InOras.ro - All rights reserved
Social Media Freak vs. Brand Fanatic
Adrian MONORANU - InOras.ro - All rights reserved
The Social Media Freak BA
• Connected• Uses different platforms• Involved in groups• Plenty of relationships• Good technical knowledge• Personal brand (not necessarily a good thing)
Adrian MONORANU - InOras.ro - All rights reserved
The Brand Fanatic BA
• Superfan• Spreads the word• Not necessarily computer friendly• Strong opinion• Often vulnerable
Adrian MONORANU - InOras.ro - All rights reserved
From Superfan to BA
Adrian MONORANU - InOras.ro - All rights reserved
The Superfan BA
• Identify superfans.• Recognize superfans publicly.• Privately request that superfans respond to a
questionnaire to get a better sense of who they are.• Evaluate the responses to identify potential brand
ambassadors.• Approach superfans privately with a proposal to
become a brand ambassador.• Engage the new brand ambassadors to amplify their
passions around the brand.
Adrian MONORANU - InOras.ro - All rights reserved
URBAN PARTY
By Alexandra Ignat
Echipa Urban PartyAmbasadori ai distractiei urbane
1. Joker Man - cel care cauta partea amuzanta din fiecare iesire in oras;
2. Glamourous Girl – ”fashionista” care este atenta la cum se imbraca lumea;
3. Wild Party Animal - cea care este interesata de atmosfera din club;
4. Dancer soul - cea care este atenta daca lumea danseaza si ce fel de muzica se asculta;
5. Cupidon Guy - cel care este la curent cu ultimele texte de agatat si are la el radarul pentru a depista fetele/baietii disponibili;
6. Drink Tester - cel pentru care bauturile non-alcoolice sau alcoolice nu mai au niciun secret!
Functiile membrilor echipei Urban Party
O pagina de Facebook personala pentru fiecare membru al echipei - subiectele abordate vor fi doar din aria de distractie urbana pe care o reprezinta el.
O pagina de facebook a echipei Urban Party – subiectele abordate vor ingloba intr-o concluzie generala toate aspectele legate de localurile iesene si distractia urbana.
Un blog care va reuni articolele fiecarui membru in parte pentru a creea o harta completa a vietii urbane iesene.
2 nivele de interactiune cu utilizatorii: - cu acel membru al echipei pe care utilizatorii Facebook il
indragesc mai mult si cu care simt ca au aceleasi interese -cu Echipa Urban Party ca entitate bine conturata.
Evolutia in timp a echipei Urban Party
Echipa Urban Party = un instrument de brand development:
• Asocierea fiecarui membru in parte cu brandul InOras.ro va aduce cu sine un aport de imagine din fiecare arie a distractiei in parte.
• “Ghid complet de distractii urbane” –echipa va da greutate sloganului prin actiuni nisate.
• Identificarea utilizatorilor cu unul din membrii echipei poate conduce la un atasament vis-a-vis de brand.
• Echipa va putea suferi modificari insa esenta fiecarui membru in parte va fi cea care va ramane constanta.
Adrian MONORANU - InOras.ro - All rights reserved
Many thanks.
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