10 QUESTIONS TO ASK when setting up your

ambassador program

1. GOALS? 3. WHO? 4. TYPES? 5. RECRUIT?2. STRUCTURE?

6. ACTIVITY? 8. FREQUENCY?7. INCENTIVE? 10. SUCCESS?9. MEASURE?

1. What are the goals of your brand ambassador program ?

Your ambassador program should have a place in your business strategy. Ambassadors can drive awareness or revenue, but you need to align the program with the overall strategy of the company.

BUSINESS STRATEGY

Ambassadors

BUSINESS STRATEGY

Ambassadors

2. How do you structure your brand ambassador program?

PUBLIC?

participation quantity brand awareness bond brand - ambassador …

PRIVATE?

interaction quality relationship bond ambassador - ambassador …

3. Who is your brand ambassador?

At a very high-level, a brand ambassador can be anyone who is willing to root for your brand. But, a brand must be able to answer the question of who their ideal brand ambassador is, the person that will influence your target audience the most. Customer segmentation and social engagement with your brand may influence the persona of the brand ambassador.

3. Who is your brand ambassador?

Develop your brand ambassadors’ persona: consider qualitative aspects such as broader social influence, social engagement with your brand on social networks and quality and frequency of content creation along with traditional demographic aspects such as age, gender, location, race/ethnic origin and income group.

4. Should you have different types of ambassadors?

Having different types of ambassadors such as sponsored talent (athletes, musicians, dancers, etc), influencers (such as bloggers and media personnel), customers and employees allows you to scale and message your different types of ambassadors in a proper manner. In addition, different tiers of your program allows you to have different agreement with varying degrees of gives and gets.

There are many ways to go about identifying and recruiting brand ambassadors:

- your existing customers - your social audience - your industry influencers - recruit with social ads or competitions - monitor who’s talking about you already - …

Identify your ambassadors and invite them.

5. How do you recruit your ambassadors?

Brand ambassador requirements should be aligned with your business process and tasks should be easy to complete. Here are some useful tasks:- Create content and buzz for a new

product launch or for a seasonal campaign

- Share brand message on social networks - networks or via direct messaging - Give feedback on marketing messaging

for product launch - Give ideas for new product design

- Write editorial commentary on products - Vote on the new product designs - Identify your ambassadors interests to

find complementary marketing opportunities.

- Ask ambassadors to present a real-time product demo via video conferencing.

6. What should you ask your brand ambassadors to do?

Based on the type of ambassador, the incentive will be different. A mix of incentives is required to keep the quality of your ambassador performance high. All ambassadors want to receive recognition, so a good place to start would be featuring a fan photo on your social networks or website. Get creative when planning your incentives, not all ambassadors are motivated by rewards only!

7. What types of incentives should you offer your brand ambassadors?

You must determine the right frequency of asks based on your goals and ambassadors to avoid ‘brand fatigue’. In the case of sponsored ambassadors (like athletes), the frequency is well documented within the agreement. In cases of non-contractual obligations, such as social ambassadors, the frequency should be around 2 campaigns per quarter.

8. What should be the frequency of ambassador participation in campaigns?

The success metrics will differ for each brand. Take these key metrics into consideration:

9. How should I measure the success of the brand ambassador program?

• Value - Content Number of photos and videos shared by ambassadors

• Value - BuzzAmbassador reach across their social networks

• Shares of the content produced/shared by ambassadors

• Value - Traffic Influenced clicks: the number of clicks that came in through content sharing by ambassadors

• Value - Conversions and Revenue Number of conversions due to content shared by ambassadors. This is calculated as the number of conversions that were influenced by ambassador produced content such as their personal photos and videos displayed on e-commerce sites or any other conversion pages (such as sign-up pages).

✓ Have a clear answer for ‘why should your brand have a brand ambassador program and how does it support your business goals?’

✓ Answer the question “what’s in it for my ambassadors?”

✓ Nurture emotional connection between your brand and the ambassador

✓ Focus on the right personas for your brand ambassadors that is reflective of your model customer and influencer

✓ Connect the dots between sponsorship programs and brand ambassador programs to use existing investments

✓ Add contractual obligations for your sponsored talent to be apart of your brand ambassador program

✓ Maintain ongoing communication from your brand to your ambassadors

✓ Encourage ambassadors to interact with each other

✓ Make the program easy to follow and use

✓ Don’t let ambassadors experience ‘brand fatigue’

✓ Enable friendly competition among ambassadors

✓ Start with a few ambassadors and scale it based on results and need

10. What are your key success factors for your brand ambassador program?

1. GOALS? 3. WHO? 4. TYPES? 5. RECRUIT?2. STRUCTURE?

6. ACTIVITY? 8. FREQUENCY?7. INCENTIVE? 10. SUCCESS?9. MEASURE?

CHEAT SHEET: SETTING UP YOUR AMBASSADOR PROGRAM 1. What are the goals of our brand ambassador program ?

2. How do we structure our brand ambassador program?

3. Who is our brand ambassador?

4. Should we have different types of ambassadors?

5. How do we recruit your ambassadors?

6. What should we ask our brand ambassadors to do?

7. What types of incentives should we offer our brand ambassadors?

8. What should be the frequency of ambassador participation in campaigns?

9. How should we measure the success of the brand ambassador program?

10. What are the key success factors for our brand ambassador program?

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10 QUESTIONS TO ASK when setting up your

ambassador program