Have you ever had a customer track you down via Facebook, LinkedIn or Twitter to resolve a problem for them? What about a friend asking you for advice about a product that’s made by the brand you work for? If that’s happened to you, like it or not, that makes you a brand ambassador.
There are two options:
2. Embrace social media, train up all employees and build a strong network of brand ambassadors.
What is a brand ambassador”? A brand ambassador is a passionate advocate of your products and company. They are someone, in any part of the organisation (from frontline staff to the CEO) who is proud to work there and to recommend your products to customers. There’s one other requirement that’s important: they must not be afraid of using social media to engage customers.
It all starts with a social media customer engagement policy. Here are 3 great examples from Intel, Coca-Cola, and Dell. Define who you want to approach as the first generation of brand ambassadors. Is it the marketing team? Customer service team? Sales force? Or perhaps employees from any part of the organisation that are social media savvy? Ask for volunteers first, and then draft the right people as needed. Add customer/social engagement KPIs into each brand ambassador’s performance and importantly, make sure this is also a KPI of the executive team. If the CEO has these KPIs in his/her plan, then it will be clear organisational priority.