Deployed in many companies, brand ambassador programs, or employee advocacy programs have become increasingly popular over the years. But what are the indicators that determine the success of such an approach? Discover them all in this article.
1. What is a brand ambassador program?
A brand ambassador program, or employee advocacy, relies on “employee ambassadors”. It is an approach that consists of transforming employees into spokespeople for their company.
Indeed, employees are nowadays considered as one of the most efficient communication channels. It is generally on social media that employees express themselves, and this is especially the case on their LinkedIn accounts.
Employee advocates share content about both their professional and personal lives to promote the company they work for.
A brand ambassador program is a very effective approach in B2B, but it also adapts to B2C; B2B decision makers as well as final customers can be influenced through employee ambassadors.
2. Why is a brand ambassador program important?
Employee social media posts generate 8x more engagement than executive posts, according to the 2021 Edelman Trust Barometer study.
An ambassador group of just 20 employees equals a potential audience of 5,000! These are numbers that a company cannot ignore. This is because a message is more credible when it is delivered by someone you know.
This idea is also confirmed by the Nielsen Global Online Customer Survey: 90% of customers trust the advice of people they know.
When a brand transmits the same message to its customers, it is often perceived as advertising or marketing in the broadest sense, and therefore, viewed with a potentially negative impact.
This is important because employees, with their frequent comments on social media, reach an audience that is not necessarily the main target of a brand. Who doesn’t have, among their contacts, study buddies or acquaintances made outside their professional framework?
All of these people can potentially be exposed to a brand’s content if it is shared via this relationship. This would not be the case if the brand shared the same content. Employee brand ambassadors therefore have the power to make it more visible and reach a wider audience.
The benefits of an employee advocacy program for a brand are huge.
Also read:Social Media Advocacy: What It Means and Why Your Brand Needs It
3. What is the best way to measure the impact of a brand ambassador program?
It’s undeniable: we are all micro-influencers, even on Sundays during a family meal, when we share an anecdote or a moment of professional life with our loved ones.
But it is on social media that advocacy is most powerful. Let’s see what the indicators are to determine if your brand ambassador program is an effective communication channel.
Organic reach is simply the number of people who have seen a content piece on their news wall. We distinguish the gross reach (an imprecise number, which takes into account the people exposed to the content, regardless of the number of times it has been broadcast) and the net reach (number of people who have been exposed only once).
The calculation of the net reach requires specific values for each social network, but also for the sector of activity, the geographical area, etc.
The engagement rate is the most common indicator used by professionals to measure content performance. It is measured in clicks, shares, comments, reactions, and mentions.
If a content piece gets good results in terms of engagement, it means that it corresponds to the interests of the audience it is intended for. In other words, social media users appreciate the content you publish!
Also read:How to Engage your Audience on Social Media?
Content shared by ambassadors can drive their audience to your company’s website. It depends on the content: a job offer, the release of a new product, an event, etc.
Many measurement tools allow you to monitor the number of people who land on a website from the content of employee advocates. This is true if the content has been shared from an employee advocacy tool capable of injecting tracking information.
Conversion and bounce rate
Once the audience has landed on your website, you need to be able to analyze their behavior. Did they download the document? Consult the job offer? Purchase the product? Leave their contact information?
If the conversion rate is too low, you should analyze the bounce rate. Is the message of the social media content consistent with that of the web page? Does the web page live up to the audience’s expectations? The important thing is not to frustrate the people who land on your site.
As they say, you only get one chance to make a first impression! If you disappoint your employee advocates’ audience, they will be disappointed too. And their engagement will suffer.
Also read:How to Increase Online Sales through Social Media
Equivalent Paid Media (EPM)
Today, the algorithms of social media platforms promote people’s content to the detriment of corporate posts. Hence a large portion of them are invisible to your brand audience. As a result, you have to pay to make your target audience click, and the click is expensive!
Indeed, if the unit value of a click is low, it is necessary to generate thousands, even tens of thousands of clicks for the ROI to be positive. The bill can quickly become expensive—and reduce your margin.
When an ambassador shares content with their network, not only will it be more visible (because the algorithm favors it), but it will also generate more engagement, thanks to the trust relationship between the contributor and their audience. Therefore, the benefits of an brand ambassador program are significant in terms of EPM.
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4. What other indicators should you consider, and how can you improve employee advocacy?
It is important to remember that a true social media ROI number only makes sense if it is linked to a “bigger picture.”
When deploying a brand ambassador program, the temptation may be to seek a short-term benefit and result. This would risk losing sight of the longer-term objectives that determine the value and uniqueness of a company.
Taking advantage of a trend just to get likes and comments doesn’t bring value if it annoys the audience or blurs the brand image. It can even be detrimental in the long run.
Besides, social media ROI on a brand ambassador program is not limited to the marketing department. There are other variables that need to be taken into account in the overall calculation.
A brand ambasador program also offers advantages to employee ambassadors. Indeed, highlighting one’s employer brand is rewarding for an employee.
It is an important sign of trust when a company lets them express themselves publicly on its behalf. It is a very motivating employee advocacy strategy that naturally increases the feeling of belonging of employees and the engagement of teams.
Also read:Employee Recognition and Social Media: Creating Solidarity
Increase in digital skills
Often, it is necessary to train employees on social networks so that they know how to promote a brand. This allows them to adopt best practices and become “digital champions”, while permitting them to add their own personal touch.
By developing new skills, you value employees, and you also empower them. Thanks to an employee advocacy program, top performing ambassadors can even establish themselves as thought leaders on social media. Thus they contribute to the digital transformation within the company, and it is a win-win situation.
The need to recruit is a crucial issue for many companies at the moment. More and more specific profiles are in demand. Hence the importance of giving maximum visibility to your job offers, especially on LinkedIn.
But visibility of employer branding is not the only issue: in order for a candidate to consult a job offer, he or she must have confidence in the company offering it.
A brand ambassador program is an excellent way to promote the employer brand. The relationship of trust between the employee and his or her relationships on social media can only be beneficial to a company as a potential employer.
Many tools exist to monitor the rate of leads generated on a brand’s recruitment page from employee posts.
The strength of a brand lies, among other things, in its image. While building a good brand image is a long and laborious process, its destruction can occur quite suddenly. Bad buzz on the internet can happen to anyone.
This is why marketing teams constantly monitor the e-reputation of their brands. E-reputation is the image conveyed or experienced on the web on different media such as search engines, review platforms, social networks, etc.
Brand perception, brand awareness, percentage of positive feelings towards the company, number of mentions of the company on social networks… employee ambassadors can play a role in any system that aims to improve these indicators.
An effective employee advocacy platform can lead to very good results in terms of e-reputation, as they can influence it in a positive way.
Also read:Social Media Management Tools that Everyone Can Use
5. Sociabble, the effective employee advocacy platform for your brand ambassador program
The implementation of a brand ambassador program can be done by simply asking employees to share content. But as soon as you want to adopt a professional approach that can be deployed on a company-wide scale and, above all, measured, the use of a dedicated employee advocacy tool becomes essential.
Sociabble is an employee advocacy tool that allows you to aggregate company and employee-generated content, organize it by interest, and make it shareable on virtually any social media channel with a single click.
Thanks to Sociabble, you can track several indicators such as content performance, ambassadors’ behavior (with segmentation by department or geographic area, for example), the evolution of your company page followers, lead generation, paid media equivalent, and more.
Available on desktop and as a mobile app, Sociabble offers a cutting-edge employee communication and employee advocacy platform. It comes backed up with expert consulting, launch assistance, training, and CSM support. We’ve already helped industry leaders like Renault Group, Edenred, and L’Occitane perfect their communications and advocacy, and we’re always happy to chat.
Want to see Sociabble in action? We’d be happy to discuss how we can help you, share examples, and explain more about tracking metrics through our employee advocacy platform. Drop us a line to schedule a personalized demo today!
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Brand ambassadors can be customers, fans, influencers, your employees, industry experts or anyone who loves your brand and wants to recommend it to other people.What to consider when choosing brand ambassador? ›
- 1- A brand ambassador is someone who truly appreciates you. ...
- 2- A brand ambassadors is not part of the company. ...
- 3- A quality brand ambassador is an influential person. ...
- 4- A brand ambassadors acts voluntarily. ...
- 6- A brand ambassadors is ready to participate in your events.
- Define the goals of your ambassador program. ...
- Establish your criteria for your brand ambassadors. ...
- Create brand ambassador policies and guidelines. ...
- Promote, empower and incentivize your ambassadors. ...
- Track the progress of your ambassador program.
Brand ambassadors can be customers, fans, influencers, your employees, industry experts or anyone who loves your brand and wants to recommend it to other people.What are the qualities of a good ambassador? ›
Five highly desired traits are: being reliable, possessing a positive attitude, being skilled at conversation, being able to enjoy talking to strangers, and being able to think on your feet.What makes you a good brand ambassador answer? ›
Successful brand ambassadors are social butterflies who can easily begin engaging conversations with people and find ways to make them interested in a brand's products. They should demonstrate confidence in their ability to entertain others.What is the brand ambassador strategy? ›
Ambassador marketing is a strategy where brands transform their most loyal customers, followers, and fans into influential salespeople. When researching social media marketing, you've probably come across the term ambassador marketing.How do I sell myself as a brand ambassador? ›
- Discover compatible brands.
- Build engagement.
- Create a cohesive online personality.
- Get your audience involved.
- Build a following.
- Contact relevant brands.
- Apply to be a brand ambassador.
Recruit Ideal Candidates
It is better to have 10 ambassadors who are extremely passionate and represent your brand perfectly than to have 100 who may only be interested in your program for their own personal gain.
Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns. Target audience may be dictated by age, gender, income, location, interests or a myriad of other factors.
A Brand Ambassador, or Corporate Ambassador works as the public face of a company or brand. Their primary duties include creating awareness for a company's service or product, interacting with customers to listen to their feedback and developing new ways to market products. Your go-to guide to finding your ideal hire.What is the goal of the ambassador program? ›
The primary purpose of an ambassador program is to identify, engage, and retain top talent by developing authentic relationships with candidates. While members of ambassador programs and recruiting teams share the same goals, ambassador programs offer a different type of value.What are two of the most important roles of an ambassador? ›
The primary duties of ambassadors are to maintain diplomatic relations with the receiving state and promote foreign policy strategies through international organizations.What strengths do you need to be an ambassador? ›
Ambassadors must hold high authority within a niche, among an audience, or both. They must have built this authority through a strong social media presence, and/or through a solid network of offline connections. Their expertise will make prospective customers even more likely to trust their recommendations.What skills can you bring as a brand ambassador? ›
- Knowledge of (and Appreciation for) Marketing. ...
- An Established Online Presence. ...
- A High Level of Professionalism. ...
- Natural Leadership Skills. ...
- A Passion for Building and Growing Relationships. ...
- The Ability to Gather Feedback and Provide Innovative Insight.
Being a brand ambassador allows you to become an expert on a brand and effectively share the brand's voice and perspective. Brand ambassadors typically align with the values and message of the company, which can help humanize a brand.What is the personality of an ambassador? ›
Ambassadors tend to be predominantly artistic individuals, meaning that they are creative and original and work well in a setting that allows for self-expression. They also tend to be enterprising, which means that they are usually quite natural leaders who thrive at influencing and persuading others.How do I prepare for a brand ambassador interview? ›
- What experience do you have as a brand ambassador? ...
- How would you connect with our target audience? ...
- Why do you think brand ambassadors are vital to organizations? ...
- Do you have experience recruiting people to help with your brand ambassador role?
Usually, to become a brand ambassador, there are no follower restrictions. The key is to have an engaged audience, even if small. And sometimes, if your role as brand ambassador is not online, then the social media presence doesn't matter.Is it hard being a brand ambassador? ›
Being a brand ambassador is certainly not for everyone. One misperception is that all it takes to be a good ambassador is to be a “people” person. This is not the case. The position of brand ambassador comes with a great deal of responsibility and high expectations for performance.
How much does a Brand Ambassador make hourly in the United States? The average hourly wage for a Brand Ambassador in the United States is $24 as of March 28, 2023, but the salary range typically falls between $20 and $27.Do brand ambassadors get free products? ›
How companies pay them: Brand ambassadors may receive hourly payment, commissions or free products. Some types of influencing, like affiliate marketing on social networks, are also paid via commissions, but influencers may receive compensation for a particular advertising campaign for, let's say, a new product.How long do brand ambassadors last? ›
The contract can last as low as one week and for five years. However, most brands prefer to hire an ambassador for six months or a year.How many hours a week do brand ambassadors work? ›
Brand Ambassadors are expected to work up to 29 hours a week and will be eligible for mileage reimbursements. Brand Ambassador's work on a part-time, W-2 basis, based on availability, typically…What are four 4 key ways to identify a target audience? ›
Geographic, demographic, psychographic and behavioral are the four levels of segmentation that can help define your business's primary target audience.What are three main target audiences? ›
Generally speaking, target markets usually fall into one of three segments: demographic, geographic, and psychographic.What are the three types of target audiences? ›
Types of target audiences
For the best research results, divide these audiences into three categories – demography, interests, and purchasing intentions.
A brand ambassador program is a marketing campaign that puts your company's message in the hands of ambassadors with specific goals in mind, such as improving sales, cultivating a reputation, and building brand recognition.How effective are ambassador programs? ›
Effectiveness of Brand Ambassadors
User-generated content results in 4x more click-through rates and double the sales of traditional advertising. People are much more likely to spend money on a brand that comes highly recommended by a friend. Ambassadors provide marketing that is effective and well worth the cost.
Conclusion. Brand ambassadors are a way for a brand to make a real, genuine connection with their audience. Their ability to create a community, engage customers, deliver brand messages, provide feedback, and drive visibility makes them invaluable. In return for this, they should be fully rewarded.
Most of you will have seen brand ambassadors who are celebrities. For example, Beyoncé is a brand ambassador for Pepsi. George Clooney is an ambassador of Nespresso. David Beckham has endorsed Adidas, Samsung, and Breitling.What is the goal of a brand ambassador program? ›
A brand ambassador program is a marketing campaign that puts your company's message in the hands of ambassadors with specific goals in mind, such as improving sales, cultivating a reputation, and building brand recognition.How many followers do you need to be a brand ambassador? ›
How many followers do you need to be a brand ambassador? Usually, to become a brand ambassador, there are no follower restrictions. The key is to have an engaged audience, even if small. And sometimes, if your role as brand ambassador is not online, then the social media presence doesn't matter.How do you become a high end brand ambassador? ›
- Build a strong online brand. ...
- Engage your audience. ...
- Discover compatible brands. ...
- Collaborate with fashion ambassadors and influencers. ...
- Use cross-channel marketing. ...
- Contact brands.
Highest salary that a Brand Ambassador can earn is ₹16.0 Lakhs per year (₹1.3L per month).What tasks do brand ambassadors do? ›
Brand Ambassadors are employed by a company or organisation to help raise brand awareness and increase sales. They complete a variety of tasks ranging from promoting products or services in-store to implementing marketing campaigns. They can also be known as influencers or corporate ambassadors.What benefits should brand ambassadors get? ›
Brands almost always give their advocates discounts on their purchases. The amount of reduction varies, but some companies even reward ambassadors with deep discounts that only cover their costs. Beyond personal discounts, advocates get personalized discount codes to share.Is being a brand ambassador a big deal? ›
A brand ambassador role can be a great addition to your resume because you can showcase your experience and professional skills, which may help increase your confidence as a professional. Showing how you've helped a brand grow may be valuable to potential employers, which might allow you to find job opportunities.Can you make a living as a brand ambassador? ›
The short answer is, brand ambassadors are paid in a variety of ways. Some ambassadors are just compensated with free products, while others can make up to hundreds of thousands of dollars a month.What is the average age of brand ambassadors? ›
An influencer is someone who has influence over the opinions of a given market or industry. Whereas a brand ambassador represents a company and can speak to media outlets on behalf of the brand.