Categories
Ambassador Programs Influencers Marketing Tips Social Media

Seven Habits of a Highly Effective Brand Ambassador

On-campus brand ambassadors are a highly effective way to reach to college students and young professionals. Their awareness of interpersonal connections and ability to create genuine experiences ensures that they will make a lasting impact on the day to day lives of their peers, and allow their audience to make a personal connection with the brand.

They’re at all the events, not just their own.

Successful Brand Ambassadors aren’t afraid to put themselves out there, and they’re down to go to all sorts of events. People will probably know who they are before their first conversation, and they’re personable and approachable to everyone, not just their clique.

Social media expertise.

It’s not just about the follower count, it’s about knowing what clicks and sticks on each social platform. One of the most important KPIs for Brand Ambassadors is follower engagement. On top of that, they need to be able to create content on the fly. They know how to post consistently, but without spamming their followers.

They know their brand, through and through.

Brand ambassadors are tasked with representing the personality and image of the brand accurately towards everyone they meet, but to be “always on” is not an easy task. It’s important that they know what the brand stands for and how it wants to be perceived. If you’re lucky, they’ll know how to integrate the brand they are reping with their own personal brand effortlessley.

They’re Involved in organizations on-campus.

It’s important that campus ambassadors are well-rounded and involved in activities besides their jobs. Campus organizations are an important source of connections and a great way to get your voice out to large groups of people.

They make their interactions organic.

When they talk to their peers, they believe in the brand they are promoting, and talk about it because they genuinely like it. Just like longtime customers, they have their own unique insights about the brand and favorite products that they don’t mind sharing.

Accurate & honest data tracking.

Clear communication between the brand and ambassador is key for long term success. In order for clients to get the best information from their ambassadors, they need to be tracking their data accurately. Without this info, brands won’t know if their efforts are paying off and what future methods will work the best for the campus dynamics.

Work hard, play hard.

The ideal ambassador is organized and knows how to maintain a work-life balance. Ultimately the most successful people are the ones who have fun doing it and make the program work for them and their lifestyle.

Categories
Ambassador Programs Influencers Marketing Tips

Micro-Influencers: The Best of Both Worlds?

If you have been paying attention to business news in the last couple months, you’ve probably seen some of the drastic effects that influencers can have on businesses. The prime example? A single tweet by Kylie Jenner contributes to the stock value of Snap Inc. dropping by $1.3 billion.

sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.

— Kylie Jenner (@KylieJenner) February 21, 2018

According to NBC, Jenner makes about $1 Million per paid instagram post, and is widely known as the highest paid instagram influencer. But are these brands really getting what they paid for? For $1 million, many of these brands could have easily gone the traditional route and launched an entire agency campaign.

But instead they’ve kept faith in the effectiveness of this costly influencer marketing trend for two simple reasons. The first is the belief that organic, trackable social reach is better than paid social media ads, and the second is that these influencers carry built-in credibility that simply cannot be bought through a traditional creative campaign.

If Jenner’s followers took her suggestions as seriously as analysts on Wall Street did, this spending might be worthwhile, but this isn’t the case. However, what if there was a way to get the same trackable, organic social reach without the enormous price tag? Enter the micro-influencer.

These social media personalities are often found on Instagram & Youtube. They range from having 2,000 to 10,000 followers, which is a high, but not quite celebrity-level follower count. What makes them special is that they have a higher engagement percentage than most celebrities, and they can be used to target specific communities or subcultures that they may be a leader in.

Many of these micro-influencers are used to creating and editing their own content, which means less work and a lower budget for you. Gone is the need for a production team or even a photographer to shoot content for your product; the micro-influencer will do it all.

While you won’t get the same massive reach by employing just one, by spreading out your social media reach to multiple micro-influencers, you can target multiple cities and communities. The best part, as mentioned before, is the lower cost. Your company won’t have to spend millions, or even six-figures to engage a wide, yet targeted audience.

Categories
Influencers Marketing Tips Uncategorized

Personal Branding: Word-of-Mouth for Gen Z

Before social media, one of the most valuable promotions a brand could get was word of mouth. That is, real customers telling people they know about their favorite products, and why they like them so much. But it seems that recently, social media has now taken over this role in many ways. It’s on these social platforms that we notice what people wear, what they eat, where they go on vacation, and more.

Gen Z is especially talented at using these different preferences to curate their personal brand. They create and release content that represents them and all aspects of their personality. One of the ways they develop this brand is by associating oneself with popular corporate brands, in the hopes that an element of that tone or message is incorporated with their own.

Plenty of people on Instagram are willing to post themselves wearing the brand names they really like without being paid, it’s a natural occurrence not unlike word-of-mouth. The difference with social media is that the reach and impressions are much larger– and the communication is instant.

While people can involve a unique blend of styles and integrate the tone of multiple brands, corporate brands are limited in some ways to their own identity. Every brand has certain connotations that people associate with them, they also have the ability to embrace or resist new connotations, and new audiences as they come and go. So what makes Gen Z want to include a brand as part of their personal image? The key is getting them to identify with the brand.

Arguably the most important aspect of identification is personalization. Gen Z in particular wants to feel as though a brand is speaking directly to them, as individuals. This makes knowing and embracing your specific audience more important than ever. Blanket strategies simply aren’t effective for a generation made up of extremely individualized young people. If you want to see more people embrace your brand, your brand needs to embrace more individuals and their unique qualities.

Values are extremely important to Gen Z as well. You need to support the causes that your target audience supports, but more importantly, make these causes and values part of your mission and brand identity. If Gen Z can help support the causes they love by also supporting a brand they like, they are much more likely to integrate it into their personal brand and even help promote it.

Building this personal connection to members of Gen Z pays off. When a celebrity is paid to post about a product, your audience understands that they are being sold to, and they lose credibility and authenticity. But people understand that young people love to share what they love, and when they share on their own terms, they don’t lose credibility. This natural awareness and acceptance is a sign of brand success that could save you millions in creative and PR and it’s all part of positioning correctly and knowing how to speak to your audience.