This week in #CMGR class we read about social brands and building ambassador programs, which are two topics I consider myself being familiar with. In fall 2012, during my sophomore year in college, I enrolled in IDS (idea, design, technology and startups) 401. The IDS program is a hands-on experience that guides you through idea curation and execution. After completing all three classes, I now have a startup company, Soulscarf that focuses on giving back.
Soulscarf is a scarf company and we donate 20% of the proceeds to the charity that corresponds with the color heart on your tag. We just hit our one year anniversary (yay!). Although we are growing, we are no where near where we aspire to be. Each day, I learn more and more and I have a feeling that my learning process is going to be never ending.
While reading Britt Michaelian’s piece, I was able to connect with what he was saying. Michaelian brought up a lot of good points about how social brands connect with their audience and in my opinion, everything he said was correct. I found that not only do social brands connect with their audience, but we also connect with other social brands. We believe that helping others is the key to success. For example, TOMS recently launched the TOMS marketplace. A marketplace full of social brands where customers can shop their products. By creating this marketplace, TOMS has given social brands a new selling avenue as well as a new window of opportunity.
I have also learned that social brands are willing to share more information about their company to other social brands. When speaking with another social brand startup, we usually end up sharing every detail. Our “secret sauce” is not a secret. We want other social brands to be just as successful as we are.
As a startup, having an ambassador program is an opportunity that I jumped on. Mack Collier wrote a piece that explains how to build a successful ambassador program. I also agree on everything that Collier wrote. Here at Soulscarf, we have an ambassador program that we call “Campus Reps.” The Soulscarf Campus Representatives act as a liaison between their school and Soulscarf. They have their own email portal and are also featured on our website. When a new product comes out, they get a sneak peak and also a free sample.
When building the Campus Rep program, I wanted to start small and gather reps from a concentrated area. I started in my home state of Michigan and was able to work with a rep from every large university. Right away, I noticed that most of my sales were coming from Michigan. I believe that having a majority of our reps from Michigan as well as having grown up in Michigan gave Soulscarf the opportunity to have vast growth within those areas.
Building a social brand is something you need to be extremely passionate about in order to succeed. Appropriate content and communication are a must and should not be overlooked. You are not just representing your brand, but you are also representing the cause(s) that you give back to.
Below are some of my favorite social goods. They’re perfect gifts that keep on giving for the holidays!