New influencers: the internal Brand Embassadors or Emfluencers

It seems that the world is turning around influencers. I recognize that this word is being wasted, at least in my brain. I wanted to title this post: New influential people: brand ambassadors, but I'm sure it's less powerfull as "influencers".

If you have little time, here's a video-summary of less than a minute (in Spanish):

Are influencers in decline?

If you Google search the term "decline influencer”, headlines as succulent as these appear::

All these sources agree that various studies warn of the decline of engagement in the publications of influencers with hundreds of thousands or millions of followers. The reasons are the saturation of the number of influencers, the tiredness of seeing the same advice repeated, the fact that many of the advice is insane, fake, absurd or irrelevant.

For example, the newspaper El Pais warned about the bad advice of 8 out of 9 health influencers, based on a study from the University of Glasgow.

Few are saved from burning: : micro-influencers rise

emfluencers by guillemrecolonsThe same previous sources agree that the micro-influencers (1.000 to 5.000 followers) are gaining credibility.

These are people who are not hired by any organisation and who give free and unconditional opinions about their experience as users of travel, fashion, health, cars, etc. with no further ambition.

The big influencers who have not "sold out" to the brands, are also kept at the top, although few remain. A good example is the youtuber Patry Jordan, who specialises in Fitness and DIY beauty advice (do it yourself). Patry Jordán has about 16 million subscribers between her different channels, and as she told me herself, the secret of success is that there are no brands recommended by her.

Emfluencers: the new influencers, internal brand ambassadors

I probably won't make a living as a creative. "As of"EM"from"Emfuencerscomes from "employees", and also, if you prefer, "ambassadors" or "ambassadors" “company”. Leaving the term aside, the truth is that in this blog I have been dealing with the power of internal brand ambassadors, those "of the house" for some time::

Either everyone wins or no one wins

This is a general principle that applies to any action that is taken to stimulate the emfluencers: either everyone wins or no one wins. This type of programs are known as "Employee Advocacy", and also as "Employee Branding"Employee Advocacy programs”, and also as"Employee Branding”.

It's not about hiring one of many apps for employees to share corporate information. That would only generate advantages for the organization, but not for its professionals. And that has its start, but no follow-up. There has to be a balance of benefits and an organizational culture change mentality for this to work well.

Applications are an instrument at the service of a strategy, but without strategy it's an ephemeral essay. In the article La fuerza de los embajadores de marca internos I explain how to develop an Employee Advocacy programs. From the selection of participants, the necessary pre-work, the advantages for each other, facilitators and major return on investment figures.

Emfluencers, the most credible influencers

Finally, I invite you to think: who do you think offers the greatest confidence- - and therefore credibility - when explaining the characteristics of a given product or service?

  1. Large external influencers
  2. Micro-influencers
  3. Satisfied user (Brand advocates)
  4. Technical experts who have created, tested and launched those products and services

Let me get ahead of your thinking. You're probably thinking about 3 and 4.

The brand advocate is one of the objects of the desire of organizations. Their only relationship with the brand is through the experience of use, and that's why they have so much value. They are not always easy to identify, that is why feedback is indispensable to identify them, and also the monitoring of social networks.

The technical expert, the N4, It is the perfect candidate to act as employee advocate, internal brand ambassador or emfluence. In companies, the most abundant person is the technical expert, that includes product or service developers, product and brand managers, communication specialists and, above all, the commercial network. They all know the products and services they deal with every day as if they were their own.

In any case, the technical expert is the professional over whom the organization has the most knowledge, proximity, and in a way, control. In my opinion, the Emfluencers Emfluencers are the new influencers, a role of greater value creation, trust, credibility, in, short lead generator.

If you want more information about Employee Advocacy programs, I invite you to download the free ebook "Employee Advocacy: The power of the brand ambassadors of the house " (in Spanish).

ebook brand ambassadors

 

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).”.

 

Subscriptions button blog guillem

 

Stock Photos from VectorMine & Spirit Boom Cat / Shutterstock

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

Want to see my TEDx talk?

Visit my site
See all my publications
2 replies
  1. Carla M. Martí
    Carla M. Martí says:

    Dear Guillem, I am a communications manager of a company that operates in Colombia and Mexico and I want to congratulate you for explaining in such a clear way the advantage that for my collective the program of brand ambassadors or emfluencers (I loved the term), I downloaded the ebook and thank you for sharing that content so generously.
    Carla

    Reply
    • Guillem Recolons
      Guillem Recolons says:

      Hello Carla! I must confess that where it's hard to get the idea of employee advocacy in the most.. There is an initial rejection due to two reasons I have inferred: on the one hand this looks like a human resources issue (the word employee despista) and on the other hand there is an exit from the comfort zone of the agencies, Creative, bells, conventional and guerrilla actions… Therefore I welcome the fact that an idea as the one of the Emfluecer has captured your attention. Thank you for your words and download the ebook, I hope that you will provide. a greeting!

      Reply

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *

  I agree with the Privacy Policy

Basic information on data protection

Head "William Recolons Argenter

Purpose »Management doubts and customer services

Legitimization "interested Consent

Rights "You have the right to access, correct and delete data, and other rights, as explained in the additional information

Additional information »You can see additional and detailed information on Personal Data Protection on my website guillemrecolons.com