Ten Tips for Using Brand Ambassadors in a Social Media Campaign

By
Colin
– 07/12/2010Posted in: Featured, Social Media

Lately, it seems to be all the rage (+1) to create social media campaigns for companies that feature influential brand ambassadors.

These campaigns, which typically come in some form of contest, can do a phenomenal job of creating awareness and interest for a brand or product – so much so, that when done properly, it can be many times more effective than a traditional media blitz.

And with the visibility provided by social media, it’s easier then ever to identify who the influential people are within a given community or geographic area.

That said, there are some guidelines brands should follow when deciding to implement one of these campaigns:

  1. Don’t take too much of your ambassador’s time
    Your chosen ambassador’s likely have other responsibilities outside of the campaign.  Be mindful of this to avoid overstepping any boundaries.  The last thing you want is a time-strapped and stressed ambassador, who can’t fully participate in the campaign.
  2. Make the scoring mechanisms fair & easy
    If your social campaign involves a scoring element, be sure that the mechanisms you choose are simple for your ambassador to obtain.  Make this too difficult, and your ambassadors will tune out.   Also, be sure the mechanisms are fair to all competing parties.  For example – if your campaign targets general audiences, don’t rely on emerging technologies and services that have not yet reached critical mass.
  3. Don’t request too much from your ambassador’s network
    One of the benefits of running a social campaign with influencers is that you then have access to those influencer’s networks. Be mindful of what you’re asking your ambassadors to do – too much network outreach is liable to do more harm than good.  Social media etiquette generally entails giving more than you take.  If your social media campaign requires that your ambassador take too much from their network, it could foster ill will towards the ambassador and the associated brand.
  4. Compensate your ambassador fairly
    Remember to compensate your ambassadors fairly for their work.  Social media campaigns are not an excuse for brands to get free or low cost labor.  Use a creative incentive package, featuring a mix of attainable awards and monetary compensation, if necessary.
  5. Communicate proactively
    These campaigns tend to have a lot of moving parts.  And as most marketers know, risk is near proportional to complexity.  Frequently, however, issues that arise during a complex campaign can be corrected through regular and proactive communication.  Address issues as you see them, lest they spiral out of control and reduce the effectiveness of your campaign.
  6. Be transparent
    For this style of social media campaign to be successful, your ambassador must be 100% on board.  They’ll likely notice problems before you do, so you’ll need to be fully transparent.  If a part of the campaign isn’t going as planned, be sure to communicate what went wrong, and how it’s being fixed.
  7. Create a compelling incentive
    Make sure your incentive (if you have one) is compelling enough for your ambassador to want to promote your brand.  While this may be an expensive proposition for some, the ends will justify the means (and still come in cheaper then a traditional media blitz!)
  8. Make it fun
    This one should be a no-brainer.  If your campaign isn’t fun, your ambassador won’t participate at a high level.  Your campaign should be structured in such a way that your ambassadors are consistently engaged and interested.
  9. Provide ample support
    Your selected ambassador will need help bringing your brand message to life.  Make plans to provide your ambassadors with all the resources they’ll need to succeed.
  10. Integrate other media channels
    To really shine, your social media campaign needs to be supported by other media channels.  If your budget allows, try to find ways to incorporate content marketing, public relations, paid search, and even traditional advertising in the mix.  By integrating  several different channels into your mix, you’ll not only expand your reach, but if done strategically, you’ll maximize your return as well.

How would you run this type of campaign?  What would you do differently or change?  Are these types of campaigns still effective, or have they mostly run their course?  Leave your thoughts in the comments!

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About Colin

Colin Alsheimer is an Account Supervisor for Weber Shandwick and the VP of Promotions for the Social Media Club of Dallas, among other things.