We live in a new business world. One where Word of Mouth referrals and social engagement have eclipsed traditional marketing and push messaging. The new ‘Connected Consumer’ wants to be HEARD. Because of this shift in communications companies, brands and leaders have had to discover new ways to get their messages out. I have had the FABULOUS honor to be included on the front end of an Ambassador model movement. My very dear friend and Social Media Director at Inman News Katie Lance introduced the Inman Ambassador program a few years ago and it has grown leaps and bounds ever since creating an engaged and connected community. She’s set the bar and modeled the behaviour and trained us all well to spread the Inman Gospel, amplified and shared among our audiences far and wide. Our collective reach is immeasurable!
I am a natural promoter when I love a brand, and that’s what being an ambassador is all about. As such I have also become affiliated with Coffee with Krisstina Membership program built by Krisstina Wise, Founder of The Good Life Team in Austin Texas. As a natural fan and promoter of the amazing work they’re doing I was offered the opportunity to formalize it. Affiliations are really nothing more than ambassador programs where you lean into your natural fans; your brand evangelists – the ones who are spreading the good word about you and set them free!
A strong Ambassador strategy looks like this: Shower your evangelists with love! Shine the light on them! Raise their profile and bring them into the fold and they will be brand loyalists for life! Arm them with well crafted messages they can easily promote/tweet and provide them with fabulous content they’re proud to share! Katie Lance does this exceptionally well!
Brian Solis celebrated his 1st year anniversary as Principal Analyst with the Altimeter Group with his report: The Rise of Digital Influence where he says this:
“Social Capital is the key that unlocks digital influence and new customer touchpoints. Like loyalty programs where customers are rewarded for their repeat businesses, brands can now reach connected customers to build relationships, recruit into ambassador programs, involve them in important events, or reward them with exclusive content, access, or products and promotions as recognition for their social stature and support.”~ Brian Solis
Brian Solis also hosts the Pivot Conference in New York City and you guessed it – I’m an Ambassador! I’ll be sitting front row in NYC this October (2012) tweeting and sharing (with the hashtag #PivotCon) the sound bytes from the best of the best in Social Biz strategy for major brands! VERY exciting! AND watch for #ICSF tweets coming at you from San Francisco August 1 – 3 for Inman Connect!
Have you identified who your natural ambassadors are? Might be time to lean in. 
About Teri Conrad
I love the Ambassador model and agree with you that Katie and her team at Inman have really raised the bar on the concept. I reall felt honored to have been a part of the Inman Connect event in NYC last January and am sorry that I had to turn down an opportunity to represent again in san Francisco. I know that my fellow Badassadors will carry the flag and keep the conference alive and well, both in person and on the social streams. I’ll be following from way over here in Ohio.
The concept it actually very simple and you don’t even need an event, conference or convention to make it happen. Just find your greatest advocates (some call them “raving fans”) ,take good care of them and continue to deliver memroable experiences and the hymns will echo forth from the choir.
Have fun at ICSF. say hello to all my fellow “RTB” crew.
Sean ~ You ROCK! Probably why so many people love you and we are devastated that you won’t be joining your fellow Badassadors in San Fran! We’ll all be thinking about you and chanting #WeWantTheCarp! Ain’t no lie!
I wasn’t able to attend the last inman connect in NYC, and the ambassador program helped me still feel like a part of it. Of course, it can’t replace actually being there….so excited to be able to make the trip to SFO this month! Good luck with your duties at Connect!
PS- Katie rocks!
Sara! SO glad you’re coming to #ICSF! Let’s connect IRL and YES – Katie ROCKS! Thanks so much for dropping by!