When trying to grow or maintain your community, it is essential to provide your audience with unique opportunities to interact with your brand. Comments, blogger outreach, and ambassador programs are all paths through which a CM can better connect with the community. Read on to see what I’m talking about.
Read between the lines
As if it hasn’t been said enough times, Buzzing Communities reminds us that the customer is always right! ALWAYS. Take it from someone who has angrily reached out to brands on social media many times, I always remember which brands were pleasant to deal with, and which were not. Online conflict resolution is not only vital in that it calms dissatisfied customers, but the manner in which this resolution is dealt with speaks highly to the brand — and the reason why it’s included on this list.
Why is this even necessary?
Unlike journalists, most bloggers are not constrained by traditional media models. In The Best Practice Guide for Effective Blogger Outreach, an eBook by InkyBee, it is noted that bloggers have instant and exponential reach. They are also a source of “earned media,” a relationship that is based on a real connection — both on and offline. PR professional Sally Falkow said that a BlogHer study showed that women in the US rank blogs as their “number one source of information.” That’s a lot of people. That’s a lot of power.
The first steps
Once you decide blogger outreach is the way you want to go, you need to devise a plan. First, consider all of the possible outcomes that, according to Jenn Pedde’s “Building Community in Blogger Outreach” presentation, blog outreach can yield:
- SEO/link building
- Increased sales
- Engaged customers/users
- Product testing
- Being the dominant voice in your industry
- Being the most trusted voice in your industry
Next, InkyBee recommends identifying the blogs where the target audience lives. And Pedde reminds us that not all blogs are created equal. In fact, according to a chart entitled “Blogger Outreach: Tiers of Blogging and Link Building” (Fig. 1) in her presentation, there are five tiers of blogs: news outlets, large blog outlets, influencers, specific subject, and everyone else.
Perhaps the most important piece of advice offered from InkyBee is to remember to personalize your pitch to the blogger. Investigate how they prefer to communicate — Twitter, Facebook, Quora — and capitalize on it. You need to offer something that mutually beneficial; no one likes to walk down a one-way street.
Keeping it going
Once this mutually beneficial relationship is established, be sure to not let the relationship die. You’ve worked this hard – so keep it up! Thank them, continue providing them with good content, and maybe treat them to a nice lunch 🙂 Be sure to also store his/her contact information and maintain and updated blogger database.
Brand Ambassador Programs
A brand ambassador program, as defined by Mack Collier:
… allows for an ongoing, working relationship with special customers who are fans of your brand. Their job is to stay in constant contact with your customers, not only promoting you to these customers, but also giving you invaluable feedback on what your customers think about your brand.
As a result, as a CM, you gain a greater understanding of your target and can pass along valuable insights to your marketing and advertising teams. Brand ambassador programs are especially helpful for larger companies, who find it overwhelming to connect with their consumers.
Collier offers 10 tips for creating a brand ambassador program. Three of my favorites are:
- Spread the world internally as well as externally
- If you don’t have the entire organization behind any given initiative, it’s doomed to fail
- Make membership exclusive
- You want to ensure that you are giving “membership” to the customers who are true advocates to the brand and who are truly committed. No phonies allowed!
- Give your advocates direct access to the brand
- Be sure that your ambassadors have access to some executives or people of significance at the company. These people are the “brand’s biggest defenders and advocates,” so it is essential that their voice is always heard by someone who has the power to enact change.
Buzzing Communities also recommends that brand ambassadors meet at least one of these criteria:
- High levels of activity
- High levels of expertise or passion for the topic
- Distinctive contributions
- Interesting real-life positions
- Emotional intelligence
- Great contacts
- Overall strategic fit
Which of these three avenues do you think best suites your brand? Try them out and let me know!