Building Effective Ambassador and Advocacy Programs

Transcript

1. Building Effective Ambassador and Advocacy Programs CMX Delta, August 2024
2. Mfonobong Umondia Head of Community and Marketing at Phase @the_ladybella
3. What we will cover in this session: Q Understanding my audienc1 Q Who is an Ambassador/Advocate$ Q Benefits of Ambassador and Advocacy ProgramS Q Creating Advocacy ProgramS Q Identifying and Nurturing AmbassadorS Q Recognizing and Rewarding AdvocateS Q Measuring ImpacD Q Successful Ambassador and Advocate Programs
4. What do you do and why are you here? # Marketing professional9 # Nonprofit leader9 # Startup founder9 # Community manager9 # Marketing and Outreach Coordinator9 # Social Media Manager9 # Program Coordinators
5. Who is an Ambassador/Advocate? A brand ambassador is a representative who is passionate about a product or service and actively promotes it to their network. An advocate is someone who publicly supports or recommends a particular cause. Positive experiences. Both ambassadors and advocates are essential for building a strong brand community and generating organic word-of-mouth marketing.
6. Benefits of Ambassador and Advocacy Programs Increased brand awareness These programs can significantly boost brand recognition by leveraging the reach and influence of advocates to introduce the brand to new audiences. Improved brand reputation It is crucial for building trust and credibility. Advocates can help shape positive perceptions of a brand by sharing their experiences and recommendations, leading to a better overall brand image. Cost-effective marketing They offer a cost-effective alternative by leveraging the power of word-of-mouth marketing. Advocates become brand ambassadors without requiring significant financial investment. Enhanced customer loyalty When customers feel a personal connection to a brand, they are more likely to remain loyal. Ambassador and advocacy programs build this connection by giving customers a platform to share their enthusiasm and feel valued. Expanded reach Advocates can help a brand reach new markets and demographics. By partnering with influencers or customers who have a different audience, a brand can expand its customer base and increase its market share.
7. Creating Advocacy Programs Designing a structured program c Define what you want to achieve with the programG c Create a roadmap for ambassador/advocate involvementG c Align program goals with overall business objective@ c Define clear program structure and tiers (e.g., levels of ambassador involvement6 c Establish communication channels and engagement strategie@ c Create a compelling value proposition for ambassador@ c Providing necessary resources and support. E.g tools etc. Implementing the Program c Develop a recruitment plan to attract qualified ambassador@ c Onboard new ambassadors effectivel‡ c Provide ongoing support and resource@ c Foster a sense of community among ambassadors I usually divide this into two categories:
8. Identifying and Nurturing Ambassadors 1 Define key characteristics of ideal ambassadors (passionate, influential, aligned with brand values$ 1 Establish clear expectations and roles for ambassador6 1 Utilize social media channels to attract potential candidate6 1 Consider employee referrals for internal ambassador program6 1 Provide comprehensive training and resource6 1 Offer mentorship and coaching opportunitie6 1 Empower ambassadors to share their stories and experiences
9. Recognizing and Rewarding Advocates P Public recognition6 P Featured testimonials and case studie$ P Exclusive invitations to events and product launche$ P Personalized thank-you notes and merchandise6 P Exclusive discounts, products, or experience$ P Provide opportunities for ambassadors to earn commissions or referral fee$ P Create a points-based system to track and reward advocacy efforts
10. Measuring Impact Key Performance Indicators (KPI’s) c Social media reach and engagemenD c Website traffic and conversion9 c Sales attributed to ambassador referral9 c Customer satisfaction and loyalt5 c Brand sentiment and reputation Evaluation c Conduct surveys and feedback sessions with ambassador9 c Analyze social media data and sentimenD c Track ROI on ambassador program investment9 c Compare program performance to industry benchmarks Demonstrating Value c Quantify the impact of ambassador programs on business outcome9 c Create compelling case studies and success storie9 c Communicate program results to stakeholders
11. Successful Ambassador and Advocate Programs Google: GDG, WTM, GDE, GDSC Figma Advocates, Experts, Educators Atlassaian Ambassadors Notion Ambassadors Phase Ambassadors
12. "The only way to do great work is to love what you do.” Steve Jobs "The best leaders are those who develop more leaders." Larry Bolden