In the crush of digital and social media marketers eagerly seeking terminology to explain and justify what we do, have we rendered the term “engagement” meaningless through over- and misuse? What should it mean?
Much has been said over the past few years about the secret sauce involved in turning your employees into genuine – and effective – brand evangelists. But the best single piece of advice I can think of is this: Simply get out of their way.
(Written by me, but originally posted to my agency’s blog. Excerpt reposted here.)
“Brand ambassador” is one of those fungible terms in marketing – it could mean fans who are just really passionate about a brand or product and share their love on their own accord, or it could mean a branded, deliberate program by a company to find, embrace, and engage their biggest fans.
If your brand already has the former, then take a moment to consider rolling out the latter. Tap into all that enthusiasm and help serious fans of your brand to spread the word. How can you get started? One quick way to is learn from one of these great examples of successful, established brand ambassador programs. Each of them takes a different tact, ranging from cultivating technical expertise to rewarding passion to just spreading around some fun. Some are more complex (and expensive) than others, but all can teach valuable lessons.