Managing a brand ambassador program can be a daunting task. With so many different platforms to monitor, it can be difficult to maintain awareness on a channel by channel basis.
This blog post will explore the challenges of overseeing a brand ambassador program and provide a clear, step-by-step guide on how to alleviate or completely solve this pain point using new technologies and tools.
Using tools to continuously check your brand ambassador program can help you to:
Often the day to day of ambassador programs isn’t managed by the same team that set up the program. For this to work, your brand safety, marketing, comms, and legal teams all need a way of feeding into the processes and governance of running the program on an ongoing basis.
Simply leaving it to run itself is inviting significant risk and potential brand damage.
Imagine this in a real-world day-in-the-life of an agency campaign manager.
You're responsible for managing a brand ambassador program for a major client. You have 100+ individual content creators to manage, and they're active on all the major social video platforms.
Over the weekend, half of them posted content resulting in 180 videos on 4 platforms and 50 hours of content.
There was also a major news event over the weekend which is dividing public opinion, and your ever-alert comms team has circulated guidance that all brand representatives must follow.
You have two hours before the heads of department meeting to discover potential risk within the program, and 50 hours of video to review in that time.
You could ask another 24 people to come and help you, but it would be much easier to identify a few keywords and search the content of those videos, and focus in on the few that may need intervention.
This may not be a daily occurance, but it’s a problem most ambassador programs will encounter quickly once they reach a reasonable size.
People often look for the ROI in Brand Safety, and in this case it couldn’t be more obvious; with the tools to constantly look out for your brand’s reputational interests, there’s a tonne of information you can be feeding into other departments!
Imagine being able to look back historically at competitor activity, reactions around social events, or even compare the language used at certain times in a campaign’s lifecycle to discover what landed most favourably.
What about having the evidence in a contractual or compliance dispute when legal comes knocking on your door?
But, hey, NOTHING beats the recognition of running an amazing ambassador program that’s delivering results - except, maybe, building on that success.
So now…
You're responsible for managing a brand ambassador program for a major client. You have 1000+ individual content creators to manage, and they're active on all the major social video platforms.
Over the weekend, half of them posted content resulting in 2,734 videos on 4 platforms and 500 hours of content…
Yeah, you get the point 😀
Automated monitoring solutions can help you to:
Q: How much does automated brand ambassador program monitoring cost?
A: The cost of automated brand ambassador program monitoring varies depending on the features and functionality that you need. However, there are a variety of affordable solutions available. Here are RippleXn there are a range of solutions available. Talk to the team for a demonstration.
Q: What should I do if a potential problem is detected?
A: If a potential problem is detected, you will receive an alert from the monitoring solution. You should then review the content for the context of that individual mention, and take appropriate action.
Q: Who in the organisation should be responsible?
A: This varies by organisation. Larger organisations may have brand safety teams inhouse, a brand team, or it may be everyone and simultaneously no one. There was a trend to try and contract the responsibility onto marketing agencies, but that is becoming much less common.
Automated brand ambassador program oversight and social video listening is a powerful tool that can help you to save time and resources, reduce the risk of brand safety issues, ensure compliance with all relevant regulations, and gain insights into your program's performance.
If you're serious about managing a successful brand ambassador program, then having 100% visibility on all applicable content is a must-have!
Contact RippleXn today to learn more about our brand ambassador program and social video listening solutions. We offer a free demo so that you can see how our solution can help you outperform the competition and maximise returns.