Digital Ambassadors. What are they?
The word-of-mouth is still one of the most effective marketing strategies, but in the online world is possible this type of strategy? Makes sense at all?
Let’s start with the following scenario in Linkedin:
- José has 3,000 followers
- Miguel has 2,000 followers
- Mariana has 4,000 followers
- Soraia has 6,000 followers
What do these people have in common? They all work in the same company.
Imagine now that this company has only these 4 employees as followers on its Linkedin page.
Whenever the company makes a publication in Linkedin, it has as potential reach these 4 people, however, if José decides to share this same publication, Miguel, Mariana and Soraia do the same, what is the result?
From 4 potential users we have now reached 15,000.
The math does not disappoint! (although the algorithm is not so linear, however, it is easy to see that sharing (and not only) increases the reach)
Being a digital ambassador for a brand is to contribute to the brand’s awareness, to spread its contents through interaction, sharing.
If we get someone to share our content, it is because we are able to spark action and thereby increase the reach of our publications. This is one of the essential points of the brand ambassadors, they share the content because they identify. They are a brand buzz.
Another point that characterizes the ambassador of a brand is called “employe advocacy“, that is, those who, in a way, are the defenders of the brand and exercise a type of advocacy when it comes to defending it.
We have a very own example between Apple and Samsung. We all watch the titanic struggle between Android and iOS aficionados whenever one of these brands launches a new smartphone. The marks are witnessing the exchange of pennants among their defenders without having to invest a penny, without needing to intrude even. For long periods their consumers wield arguments to justify that one is better than the other.
If a brand is able to put its consumers/employees to practice online advocacy before the competition, for free, it is a sign that it is impacting customers correctly and matching their expectations. They identify themselves in such a way that they spontaneously end up tackling everything and everyone to protect their “brand”.
Are these digital ambassadors then important to brands? Are they really necessary?
Undoubtedly, they are a very important point in a Social Selling strategy.
There are those who say (and I also agree) that the best marketing continues to be word of mouth. If we raise this to the digital field, we will now call it the “E-word of mouth” effected by these digital ambassadors.
Companies should not only look out, they must also focus on this issue internally and realize that their employees are the first to defend and value the brand in digital, either by sharing their content or by creating their own content , which, in turn, should add value to themselves and, consequently, to the company.
The main question is “What do I have to offer and how can I help?”
Share your own pictures and videos instead of sharing someone else’s content. Interact, relate, add value and nurture connections.
It is clear, once again, that content continues to be the differentiating factor.
If a company can get its employees to do this to their brand/products/services then it is clearly one step ahead of the competition.
I could also talk about “digital influencers” within this theme, but I’ll leave it to a next …