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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).”.

 

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Stock Photos from VectorMine & Spirit Boom Cat / Shutterstock

Hello Business, Do you notice that your People are your Brand?

 

 

Well, that's the way it is: your people are your brand. An advertiser says so. The data do not lie: Only 33% of consumers trust brands. Instead, a 90% of the same consumers trust on peer' recommendations (source: Nielsen).

If you have just a minute, In this video I make a summary (in Spanish):

The Mad Men era is over

Many ask me if the agencies were like this, as in Don Draper's fiction in Mad Men. Advertising agencies were very important at that time and until the end of the 80. The reason is that they were providers not only of creativity, but also of research, marketing (many companies didn't have that department then), strategic planning, media buying ... As you see, nothing to do with what they are now, basically creative and strategic "boutiques".

And now advertising is something our millennials skillfully avoid. They use AD blockers, don't watch conventional TV, few listen to the radio and basically consume the Internet without barriers. More info in the study SmartMe Analytics of IAB Spain.

That's right, the Mad Men era is over. Now agencies are looking for alternative formulas to traditional advertising, to that which interrupts what we want to see, read or hear.

People trust people. If it seems logical to you, why don't you apply it?

The Edelman Trust study our top trusted sources are people like us, business technical experts and academic experts. .

So, why do many companies insist on "drilling" us with old-fashioned advertising, with unlikely testimonials (I guess you don't think Rafa Nadal really drives a Kia), with unbearable messages inserted in YouTube videos, with long boring newsletters with corporate blogs that aren't signed and don't admit comments, with the same false corporate values devised by a great consultant, ...?

Is it so difficult to humanize our relationship with the market? The market, according to the Cluetrain Manifesto, is made up of human beings, not demographic sectors. And businesses are made up of people, not demographic sectors. It is crystal clear… The Pope is Catholic: Your people are your brand.

company and brand ambassadors

Photo: Burst in Stocksnap

Empowering your people is vital, that should be the strength of a brand, of a company

There are many companies that are dedicated to creating applications for employees to share corporate content on their people networks. This is good business. But that's not about asking your people to share content. A good internal brand ambassadors program (employee advocacy programs) requires empowering (You do not know how I hate that word) the in-house professionals.

If a company asks me to share content created by someone without a name, why should I? What's in it for me?

Many entrepreneurs are afraid. "If I empower my people, they will take away my best professionals," they say. Of course. And if you don't empower them, they will stay with you forever. There's no choice, it's not just about getting employees to amplify the brand message. It's about giving them tools to understand the purpose and values, to make them their own, to manage their personal brand, to collaborate on the content each brand creates,… Do not forget: Your people are your brand.

Your people are your brand. It's your turn to move

In this game, In this game, if everyone doesn't win, no one wins. You can't ask without giving.

If you want to know more about how to successfully run a program of internal brand ambassadors, , invite you to subscribe to this blog and as a gift you get an ebook that explains it from top to bottom. Have a happy week..

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

 

Cover Stock Photo from chattanongzen / Shutterstock

 

Crisis y embajadores de marca internos, un refuerzo de lujo

Programs internal brand ambassadors (employee advocacy programs) They are often carried out as corporate branding reinforcement. But as I wrote in another post, one of the functions to take into account these programs is to help combat a crisis.

¿Crisis? Until now fear prevailed over the opportunity

Typically in business is to think that employees are can cause a crisis; theory half empty has been imposed to the half full. But today, you have to be blind not to see it with a contrary perspective: the (misnamed) employees are professionals committed to a project, excellent spokespeople and carriers of corporate values.

The challenge of a crisis (and all enterprises suffer) it is always easier when the defense has prepared beforehand. Organizations often have a crisis manual that usually have protocols and responsible for implementing Crisis.

But the manual has become outdated if you do not take into account the main factor of business confidence between the organization and the market: employees, people like us and technical experts and academics (view summary Edelman Trust 2017).

The secret: humanize brands and organizations

The idea is clear, people want to communicate with people, not by abstract entities such as companies or brands. That puts business professionals as the main drivers of trust. As paper and bits endure it all, rather illustrate a real example:

A crisis with Banco Sabadell

I manage my finances with Banco Sabadell since the demise of the Banca Jover, my former Trust Bank, on 1999. I have always tried to wonder. In 2013, nevertheless, I suffered an unexpected setback: wordlessly, I canceled a credit via burofax.

In fact, I never asked for the policy, They offered me insisting that it would cost if not used. After more than 10 years without using, on 2013 and different circumstances cash, I used. And it was then when it was canceled without notice.

I decided to act in the same way as the bank, and I published a post in this blog denouncing this practice surprising. logically, I shared the post on social networks.

The alert system online reputation Banco Sabadell quickly detect the possible crisis that could arise. Two minutes to issue the tweet, el community manager, from their own staff, He asked me "follow back" to send a direct message. I asked in a phone message. They did not pass 10 minutes to give the phone when I contacted the bank branch manager apologizing for the error, a communication error.

It seems that the bank had no intention to cancel the policy arbitrarily. What happened is that there was a change in the interest rate, and they forgot to communicate it. By failing to respond, CRM understood that I was not interested to continue with the policy, and the rest is the burofax.

Obviously, the policy was restored and everyone is happy. A few days later I removed the post.

What I can say is that I had not responded to a tweet issued by Banc Sabadell. I did it because he addressed me a person like me, with name, surname and soul.

My current relationship with Banco Sabadell is not only good but, By life things, I've even given talks to some of its directors working with the team content.

Bidirectional communication or death

This example highlights the importance of avoiding at all costs one-way communication that still prevails -Unfortunately- in many organizations.

Like people, companies can make mistakes, but they can not respond with a bot to something that affects the values ​​and beliefs of a person, and less in a crisis situation. The bot can be helpful as a first ultra-fast response "in a few moments a professional of our company will contact you". But after peer communication is required to equal. And here comes the role of the professional as an ambassador and spokesperson for the brand.

Assign responsibilities and protocols crisis

With the above I do not mean that all responsibility is placed on employees to resolve a crisis. Obviously there is a communication department that is who should take charge of the matter.

The employee acts here as reinforcement reinforcement brings credibility and confidence. Crisis under special measures required. It is time to show that all companies are human and that companies are the sum of the people who support them.

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