3 Tips For Launching a Social Ambassador Program

By Rachel Pannullo In today’s competitive social marketplace, word-of-mouth marketing and referrals are valuable methods of increasing your customer base and potential purchasers.  More and more brands are launching social ambassador programs to more closely connect their brand with their customers. By identifying influential members within a target market, brands are capitalizing on the fact that in 2013 84% of people trust recommendations from people they know.  Below are 3 tips to keep in mind when launching a social ambassador program:

1.     Enlist the right people.

The big-name ambassador candidates don’t always correlate with the best fit for a brand. Brands can opt for a few big-name ambassadors, a network of bloggers, a selection of social influencers, or hand-picked members of their social community.  Once ambassador program objectives are set, take a step back and determine which type of ambassadors will enable the program to succeed.

2.     Feed the content machine.

Feature your ambassadors on brand social channels--this can be one, some, or all. In addition to utilizing ambassadors for social content, you will humanize the brand or featured product by linking actual users with honest testimonials. Once content is posted, don’t forget to encourage sharing across networks!

3.     Provide tools to empower others.

Supply ambassadors with the proper tools to succeed. Product, information, and access to a brand contact are three of the most important things that you can give your ambassadors to ensure that they have everything they need to empower others. When your ambassadors feel prepared, they will be vocal and confident--which will lead to increased word-of-mouth marketing and conversations around the brand.

What brands have you seen execute a successful social ambassador program?