The Brand Ambassador Dilema

Adrian Monoranuadrian.monoranu@inoras.ro

monoranu@gmail.com www.monoranu.ro

www.twitter.com/monoranu

Adrian MONORANU - InOras.ro - All rights reserved

Adrian MONORANU - InOras.ro - All rights reserved

Cheerleader vs. Client Service

Adrian MONORANU - InOras.ro - All rights reserved

Brand Ambassador - BA

“The Brand Ambassador is meant to embody the corporate image in appearance, demeanor,

values, and ethics.”- wikipedia

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Brand Ambassador - BA

“It is a combination of using your time to create a positive image of the brand and to quickly and

skillfully handle customer complaints.”- EmployeeAmbassador.com

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The Cheerleader BA

• Goes around talking about the brand• Builds up audience• Gets involved• Creates positive image• Creates buzz

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The Client Service BA

• Creates relationships

• Handles customer complaints

• Tracks estimated sales in his groups

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Official vs. Undisclosed

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The Official BA

• Becomes an employee• Gets trained• Receives corporate support• Follows brand strategy• Gets promoted• Becomes a “superstar”!• Often stares in commercials

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The Undisclosed BA

• It’s a “superfan”!• Brand enthusiast• Has it’s own opinions• Vulnerable• Non ethical• Personal issues• Easy to get rid of.

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Internal vs. External

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The Internal BA

“a PR anxiety attack in the making”- inc.com

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The External BA

“not a paid spokesperson.”- gigaom.com

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Identifying Internal BAs

• Voice – bloggers, twitter&facebook users• Matching personalities • Passionate• Trustworthy• Leaders with followers

Valuable Tip: Look outside the marketing department!

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Rules for Internal BAs

• Set strict guidelines• Give them the right information• Make sure they not offend customers• Train them on social media• Offer corporate support• Don’t be “over possessive”• Don’t be a control freak.

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Social Media Freak vs. Brand Fanatic

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The Social Media Freak BA

• Connected• Uses different platforms• Involved in groups• Plenty of relationships• Good technical knowledge• Personal brand (not necessarily a good thing)

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The Brand Fanatic BA

• Superfan• Spreads the word• Not necessarily computer friendly• Strong opinion• Often vulnerable

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From Superfan to BA

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The Superfan BA

• Identify superfans.• Recognize superfans publicly.• Privately request that superfans respond to a

questionnaire to get a better sense of who they are.• Evaluate the responses to identify potential brand

ambassadors.• Approach superfans privately with a proposal to

become a brand ambassador.• Engage the new brand ambassadors to amplify their

passions around the brand.

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URBAN PARTY

By Alexandra Ignat

Echipa Urban PartyAmbasadori ai distractiei urbane

1. Joker Man - cel care cauta partea amuzanta din fiecare iesire in oras;

2. Glamourous Girl – ”fashionista” care este atenta la cum se imbraca lumea;

3. Wild Party Animal - cea care este interesata de atmosfera din club;

4. Dancer soul - cea care este atenta daca lumea danseaza si ce fel de muzica se asculta;

5. Cupidon Guy - cel care este la curent cu ultimele texte de agatat si are la el radarul pentru a depista fetele/baietii disponibili;

6. Drink Tester - cel pentru care bauturile non-alcoolice sau alcoolice nu mai au niciun secret!

Functiile membrilor echipei Urban Party

O pagina de Facebook personala pentru fiecare membru al echipei - subiectele abordate vor fi doar din aria de distractie urbana pe care o reprezinta el.

O pagina de facebook a echipei Urban Party – subiectele abordate vor ingloba intr-o concluzie generala toate aspectele legate de localurile iesene si distractia urbana.

Un blog care va reuni articolele fiecarui membru in parte pentru a creea o harta completa a vietii urbane iesene.

2 nivele de interactiune cu utilizatorii: - cu acel membru al echipei pe care utilizatorii Facebook il

indragesc mai mult si cu care simt ca au aceleasi interese -cu Echipa Urban Party ca entitate bine conturata.

Evolutia in timp a echipei Urban Party

Echipa Urban Party = un instrument de brand development:

• Asocierea fiecarui membru in parte cu brandul InOras.ro va aduce cu sine un aport de imagine din fiecare arie a distractiei in parte.

• “Ghid complet de distractii urbane” –echipa va da greutate sloganului prin actiuni nisate.

• Identificarea utilizatorilor cu unul din membrii echipei poate conduce la un atasament vis-a-vis de brand.

• Echipa va putea suferi modificari insa esenta fiecarui membru in parte va fi cea care va ramane constanta.

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Many thanks.