Right this minute, there could be someone who just discovered and fell in love with your product or service and is talking about you on Social Media. And that person could be in a niche that aligns really well with your brand, making them a potential Brand Ambassador.
Do you have someone on your team monitoring Social Media for mentions? Probably yes, but are they monitoring 24/7 and responding to such mentions in real time, striking while the iron is hot?
If not, you could be missing a major opportunity to turn a happy customer into the highly coveted brand ambassador – the person who is a recognized authority aligned with your brand, and willing to promote your brand for free because they love your company, product, or service so much they want you to succeed and for people in their network to enjoy your brand as much as they do.
Potential customers are 71% more likely to make a purchase based on Social Media referrals.Neil Patel
Brand Ambassadors may have a smaller network versus a paid influencer, but their network is highly targeted. And unlike a paid influencer, they often come to you, and will continue to promote your brand long after the contract and budget has run out for an influencer campaign.
When people post positive messages about a brand on Social Media, whether a potential Brand Ambassador or not, their loyalty to the brand can really be secured by a quick, public response from the brand. This is just human nature. The brain loves reciprocation. Imagine someone giving you a compliment in a face to face interaction and you just ignored it for days, or worse, never acknowledged it at all!
These days, people expect a response on Social Media anywhere from six hours to as little as an hour, but most companies take more than 24 hours to respond. While that data is for more standard customer service, like questions or complaints, the underlying reason applies for any type of “call and response”. To the brain, Social Media is happening in real time. Most posts are responded to within minutes to hours by a person’s network, so if your company falls into this response window, it sends the message that you’re real and part of the tribe.
Companies tend to think of Social Media monitoring services as a safeguard layer against negative sentiment or complaints getting out of control and turning into a PR disaster, but there are very positive reasons to outsource a team to monitor brand mentions on Social Media.
Delighting your happy customers with a quick response time increases brand loyalty and can increase future purchases by 20-40%, and a few of those happy customers may turn out to be excellent Brand Ambassadors in the process. Don’t let them slip through your fingers!
Jennifer Williams is a Marketing Behaviorist at Verilliance.com, building lean marketing strategies based on consumer and decision science.
photo credit: US Library of Congress
Abraham Lincoln has certainly been on our radar these days. A small piece of his presidency is highlighted in the Golden Globe-nominated film Lincoln by director Steven Spielberg, featuring a tour-de-force performance by Daniel Day-Lewis as Honest Abe.
While the film covers the last four months of Lincoln’s presidency as he worked to abolish slavery in 1865, it also depicts Lincoln’s gift for making memorable speeches. The 16th president of the United States was very quotable, to say the least. Many sayings attributed to him still resonate today, including these words he once made famous: “He who represents himself has a fool for a client.”
photo credit: Frontier Scout Calamity Jane – Library of Congress
The internet is the new Frontier, but unlike the Wild West, it is limitless. There are countless people, groups and websites – sure we could count them today, but the number will just be bigger tomorrow. The boundaries don’t lie where we can see them, like where California became the Pacific Ocean. And the boundaries, well, they aren’t really boundaries as technology continues to expand at an accelerated rate.