adrian monoranu, brand ambassadors_smsiasi_2012
TRANSCRIPT
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
Adrian MONORANU - InOras.ro - All rights reserved
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
Adrian MONORANU - InOras.ro - All rights reserved
The Cheerleader BA
• Goes around talking about the brand
• Builds up audience
• Gets involved
• Creates positive image
• Creates buzz
Adrian MONORANU - InOras.ro - All rights reserved
The Client Service BA
• Creates relationships
• Handles customer complaints
• Tracks estimated sales in his groups
Adrian MONORANU - InOras.ro - All rights reserved
Official vs. Undisclosed
Adrian MONORANU - InOras.ro - All rights reserved
The Official BA
• Becomes an employee
• Gets trained
• Receives corporate support
• Follows brand strategy
• Gets promoted
• Becomes a “superstar”!
• Often stares in commercials
Adrian MONORANU - InOras.ro - All rights reserved
The Undisclosed BA
• It’s a “superfan”!
• Brand enthusiast
• Has it’s own opinions
• Vulnerable
• Non ethical
• Personal issues
• Easy to get rid of.
Adrian MONORANU - InOras.ro - All rights reserved
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
Adrian MONORANU - InOras.ro - All rights reserved
Identifying Internal BAs
• Voice – bloggers, twitter&facebook users
• Matching personalities
• Passionate
• Trustworthy
• Leaders with followers
Valuable Tip: Look outside the marketing department!
Adrian MONORANU - InOras.ro - All rights reserved
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.
Adrian MONORANU - InOras.ro - All rights reserved
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)
Adrian MONORANU - InOras.ro - All rights reserved
The Brand Fanatic BA
• Superfan
• Spreads the word
• Not necessarily computer friendly
• Strong opinion
• Often vulnerable
Adrian MONORANU - InOras.ro - All rights reserved
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.
Adrian MONORANU - InOras.ro - All rights reserved
Echipa URBAN PARTY
de Alexandra Ignat
Intern @
Adrian MONORANU - InOras.ro - All rights reserved
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
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.
Many thanks.
Adrian MONORANU - InOras.ro - All rights reserved