Guillem: Let me ask you a question, Nancy: Who you trust more, In a influencer you recommend a product or service, a convinced user, or the expert who created it thinking of you (Employee Advocate)?
Nancy: good question, Guillem. For me the ideal is the combination of "Brand lover "o"Brand advocate" with the most knowledgeable and expert of that product or service, what we know as the internal brand ambassador or "employee advocate”.
Guillem: For easier understanding about the different profiles, let's define better the motivations, behaviors and communication skills of each group of brand speakers.
If you do not have much time, We invite you to view a summary of this post on a one-minute video.
- The three types of brand ambassadors
- Your first customers are indoors
- El ebook “Employee Advocacy: The power of the brand ambassadors of the house "is here
The three types of brand ambassadors
External brand ambassador 1: the influencer profile
You can represent a brand, always in exchange for financial remuneration. his communication range It is important, as they are often people with strong level of influence and with very large communities. They are attractive to brand. maybe his weakness is his lack of service or product. David Ogilvy said "the consumer is not stupid, is my wife", and consumers are increasingly better informed and to be convinced by someone solely because of their fame.
External brand ambassador 2: the brand lover or brand advocate
Unlike the previous, their motivation is the positive experience with the brand, product or service. They are convinced that is the best brand, recommend it naturally your friends, family, colleagues… They are gold for brands, sometimes they are not easy to identify because they use more word-of-mouth, and They do not always use social networks to project its recommendations. Their communities are small (compared with the influencer), but its credibility is high, and make more than influencers.
The employee advocate: In-company brand ambassador
It is the domestic brand ambassador. The internal brand ambassador is a professional profound knowledge Product or service. Is the technical expert, a profile that includes R & D, marketing, sales, production ... and who knows more than anyone the benefits of using the product or service. They are influencers qualitative and experts, their communities are small, but its ability to multiply the scope and "engagement" of corporate communication is proportionally the highest. Are nurses and hospital doctors, are the engineers and mechanics of a car model, It is the designer and the guide of a tourist route, He is the architect and real estate specialist retailer. About his technical knowledge, others for their knowledge of the motivations and needs of its customers.
Your first customers are indoors
So says Richard Branson: the first is the one who convinced tested and improved the product before releasing it to the market. Y that is the maximum transmitter public trust, above advertising, public relations, promotions. The person-to-person communication is unbeatable. And there is now the perfect ecosystem for an insider, a internal brand ambassador, contact a prospective client out, talk you, reassure, will ensure your decision.
El ebook “Employee Advocacy: The power of the brand ambassadors of the house "is here
Nancy: Guillem, What information gives us this free ebook we have worked together since Integra Personal Branding with you?
Guillem: after a Foreword and one introduction, We can get into the context which favors the implementation of programs Employee Advocacy, with clear statistics. Then they analyzed one by one advantage of these programs for professionals in the organization and the brand name of the organization. Follow the content program, in a workshop of between 12 and 16 Hours of duration. Analyzes key data on the ROI or return investment. And ends with the keys when, how, where and who you can implement programs.
Nancy: Plus is free, you need only subscribe this blog using this form. that subscription, Besides this free ebook, will provide in the coming months new content on specific cases, Training formats, Main applications monitoring and much more. If you're in America, Also you can subscribe to Blog Integra Personal Branding and you will receive the same free ebook.
I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.
- Employee advocates: the secret of trust - 2 June, 2019
- Team Branding: the team spirit in front of your competitors - 13 December, 2017