12 Reasons You Need Brand Ambassadors Now 12 Gründe, warum Sie jetzt Markenbotschafter brauchen 12 razones por las que necesita embajadores de marca 12 raisons pour lesquelles vous avez besoin d'ambassadeurs de marque maintenant ブランドアンバサダーが必要な12の理由 12 razões pelas quais você precisa de embaixadores da marca agora 12 причин, по которым вам нужны послы бренда прямо сейчас 12 dôvodov, prečo teraz potrebujete ambasádorov značky Marka Elçilerine Şimdi İhtiyacınız Olan 12 Neden 12 причин, чому вам потрібні амбасадори бренду зараз 您现在需要品牌大使的 12 个原因

What, exactly, is a brand ambassador? Was genau ist ein Markenbotschafter? O que, exatamente, é um embaixador da marca? Что такое посол бренда? Marka elçisi tam olarak nedir? Що таке амбасадор бренду?

Brand ambassadors are simply people who represent and talk about your company in a positive way, preferably in front of lots of potential customers (i.e. Markenbotschafter sind einfach Menschen, die Ihr Unternehmen positiv vertreten und darüber sprechen, vorzugsweise vor vielen potenziellen Kunden (z Os embaixadores da marca são simplesmente pessoas que representam e falam sobre sua empresa de forma positiva, preferencialmente na frente de muitos clientes em potencial (ou seja, Marka elçileri, şirketinizi olumlu bir şekilde, tercihen çok sayıda potansiyel müşterinin önünde temsil eden ve hakkında konuşan kişilerdir (örn. Посли бренду – це просто люди, які представляють вашу компанію та говорять про неї в позитивному ключі, бажано перед великою кількістю потенційних клієнтів (тобто their friends and family). ihre Freunde und Familie). seus amigos e familiares).

A brand ambassador is someone who embodies the brand he or she is endorsing. Ein Markenbotschafter ist jemand, der die Marke verkörpert, die er oder sie unterstützt. Um embaixador da marca é alguém que incorpora a marca que está endossando. Marka elçisi, desteklediği markayı somutlaştıran kişidir. Амбасадор бренду — це той, хто втілює бренд, який він або вона підтримує. They provide credible, trustworthy promotion and visibility to a brand. Sie bieten einer Marke glaubwürdige, vertrauenswürdige Werbung und Sichtbarkeit. Eles fornecem promoção e visibilidade credíveis e confiáveis para uma marca. Вони забезпечують надійне, надійне просування та видимість бренду. 它们为品牌提供可信、值得信赖的推广和知名度。 A social media brand ambassador (or SMBA as we like to call them) is someone who does this for your company on Facebook, Twitter and LinkedIn, and they are gold to your company. Ein Social-Media-Markenbotschafter (oder SMBA, wie wir ihn gerne nennen) ist jemand, der dies für Ihr Unternehmen auf Facebook, Twitter und LinkedIn tut, und er ist Gold für Ihr Unternehmen. Um embaixador da marca de mídia social (ou SMBA, como gostamos de chamá-los) é alguém que faz isso para sua empresa no Facebook, Twitter e LinkedIn, e eles são ouro para sua empresa. Посол бренду соціальних мереж (або SMBA, як ми їх називаємо) — це той, хто робить це для вашої компанії на Facebook, Twitter і LinkedIn, і вони є золотом для вашої компанії.

Why does using brand ambassadors work? Warum funktioniert der Einsatz von Markenbotschaftern? Por que usar embaixadores da marca funciona? There are lots of reasons why using brand ambassadors is effective. Es gibt viele Gründe, warum der Einsatz von Markenbotschaftern effektiv ist. Há muitas razões pelas quais o uso de embaixadores da marca é eficaz. Here are 12 great reasons to why we think brand ambassadors are invaluable to your business: Hier sind 12 gute Gründe, warum wir glauben, dass Markenbotschafter für Ihr Unternehmen von unschätzbarem Wert sind: Aqui estão 12 grandes razões pelas quais achamos que os embaixadores da marca são inestimáveis para o seu negócio:

1\\\\. 1\\\\\\\\. Brand ambassadors humanize your product Os embaixadores da marca humanizam seu produto

People like to buy from people. As pessoas gostam de comprar de pessoas. Although organizations traditionally brand themselves through logos and symbols, social media offers an opportunity to do more. Obwohl sich Unternehmen traditionell durch Logos und Symbole als Marke bezeichnen, bieten soziale Medien die Möglichkeit, mehr zu tun. Bien que les organisations se démarquent traditionnellement par le biais de logos et de symboles, les médias sociaux offrent la possibilité d'en faire plus. Embora as organizações tradicionalmente se marquem por meio de logotipos e símbolos, as mídias sociais oferecem uma oportunidade de fazer mais. Хоча організації традиційно брендують себе за допомогою логотипів і символів, соціальні мережі дають можливість зробити більше. Ambassadors are emotionally engaged with your company's brand promise and they espouse the brand value you promise to deliver to your customer, it is in the very fabric of their personalities to want to share information, solve problems and help others. Botschafter sind emotional mit dem Markenversprechen Ihres Unternehmens verbunden und treten für den Markenwert ein, den Sie Ihren Kunden zu liefern versprechen. Es liegt in ihrer Persönlichkeit, dass sie Informationen teilen, Probleme lösen und anderen helfen wollen. Os embaixadores estão emocionalmente engajados com a promessa da marca da sua empresa e defendem o valor da marca que você promete entregar ao seu cliente, está na própria estrutura de suas personalidades querer compartilhar informações, resolver problemas e ajudar os outros. Посли емоційно залучені до обіцянок бренду вашої компанії, і вони підтримують цінність бренду, яку ви обіцяєте надати своїм клієнтам. Бажання ділитися інформацією, вирішувати проблеми та допомагати іншим у самій структурі їхньої особистості. 大使对贵公司的品牌承诺充满情感，他们拥护您承诺向客户提供的品牌价值，希望分享信息、解决问题和帮助他人是他们个性的本质。 “Humans mimic other's expressions and behaviors, creating emotional contagion,” wrote freelancer Stephanie Booth in an article I recently read in Psychology Today magazine. „Menschen ahmen die Ausdrücke und Verhaltensweisen anderer nach und erzeugen so eine emotionale Ansteckung“, schrieb die Freiberuflerin Stephanie Booth in einem Artikel, den ich kürzlich in der Zeitschrift Psychology Today gelesen habe. “Os seres humanos imitam as expressões e comportamentos dos outros, criando um contágio emocional”, escreveu a freelancer Stephanie Booth em um artigo que li recentemente na revista Psychology Today. «Люди імітують вирази та поведінку інших, створюючи емоційне зараження», – написала фрілансер Стефані Бут у статті, яку я нещодавно прочитала в журналі Psychology Today. If you can positively engage someone with your brand, they could be your greatest marketing communications tool and sales person in your arsenal. Wenn Sie jemanden positiv mit Ihrer Marke in Kontakt bringen können, könnte er Ihr größtes Marketing-Kommunikationstool und Ihr bester Verkäufer in Ihrem Arsenal sein. Se você pode envolver positivamente alguém com sua marca, eles podem ser sua maior ferramenta de comunicação de marketing e vendedor em seu arsenal. Якщо ви можете позитивно залучити когось до свого бренду, вони можуть стати вашим найкращим інструментом маркетингових комунікацій і продавцем у вашому арсеналі. 如果您可以积极地与您的品牌互动，他们可能是您最强大的营销传播工具和您的武器库中的销售人员。

2\\\\. 2\\\\\\\\. Your brand ambassadors in turn will become more loyal to your product Ihre Markenbotschafter wiederum werden loyaler zu Ihrem Produkt Os embaixadores da sua marca, por sua vez, se tornarão mais leais ao seu produto

The “Loyalty Ripple Effect” suggest customers can contribute to their own satisfaction by their participation in the service delivery process. Der „Loyalty Ripple Effect“ legt nahe, dass Kunden durch ihre Teilnahme am Servicebereitstellungsprozess zu ihrer eigenen Zufriedenheit beitragen können. L'« effet d'entraînement de la fidélité » suggère que les clients peuvent contribuer à leur propre satisfaction en participant au processus de prestation de services. O “Loyalty Ripple Effect” sugere que os clientes podem contribuir para a sua própria satisfação através da sua participação no processo de prestação de serviços. «Ефект лояльності» передбачає, що клієнти можуть сприяти власному задоволенню своєю участю в процесі надання послуг. “忠诚度涟漪效应”表明客户可以通过参与服务交付过程来提高自己的满意度。 Moreover loyal customers often engage in positive customer behaviour labelled “customer voluntary performance” such as picking up trash, busing tables, or reporting burnt out light bulbs and messy changing rooms to an employee. Darüber hinaus zeigen treue Kunden oft ein positives Kundenverhalten, das als „freiwillige Leistung des Kunden“ bezeichnet wird, wie das Aufsammeln von Müll, das Platzen von Tischen oder das Melden von durchgebrannten Glühbirnen und unordentlichen Umkleidekabinen an einen Mitarbeiter. De plus, les clients fidèles adoptent souvent un comportement client positif appelé « performance volontaire du client », comme ramasser les ordures, ranger les tables ou signaler à un employé les ampoules grillées et les vestiaires en désordre. Além disso, os clientes fiéis geralmente se envolvem em um comportamento positivo do cliente rotulado de “desempenho voluntário do cliente”, como recolher lixo, transportar mesas ou relatar lâmpadas queimadas e vestiários bagunçados para um funcionário. 此外，忠诚的客户经常从事被标记为“客户自愿表现”的积极客户行为，例如捡垃圾、整理桌子或向员工报告烧坏的灯泡和凌乱的更衣室。

3\\\\. Most word of mouth advertising is positive Die meisten Mund-zu-Mund-Propaganda-Werbung ist positiv La plupart des publicités de bouche à oreille sont positives A maior parte da propaganda boca a boca é positiva

Overwhelmingly, most word of mouth is conversation is positive. Überwiegend sind die meisten Mundpropaganda-Gespräche positiv. Keller Fay Group's research shows that overall, only 8% of brand conversations are truly negative, and 66% of brand conversations are truly positive. Die Untersuchungen der Keller Fay Group zeigen, dass insgesamt nur 8 % der Markengespräche wirklich negativ und 66 % der Markengespräche wirklich positiv sind. More importantly, according to their research, positive WOM is more credible than negative WOM. Noch wichtiger ist, dass laut ihrer Forschung ein positives WOM glaubwürdiger ist als ein negatives WOM. When people hear something positive about a brand, 66% of them assign a high credibility rating to it, rating it 9 or 10 on a scale of 0-10.

4\\\\. Demand for product knowledge and excellence in customer care is greater than ever before Today, it's not enough to equip salespeople with sheets of marketing collateral, or the communications team with a wallet-sized card of key messages. La demande de connaissance des produits et d'excellence dans le service client est plus forte que jamais Aujourd'hui, il ne suffit pas d'équiper les vendeurs de feuilles de documentation marketing ou l'équipe de communication d'une carte de messages clés de la taille d'un portefeuille. Employees need to understand what their brand represents, what their company stands for, and what makes it different from every other company. Les employés doivent comprendre ce que représente leur marque, ce que représente leur entreprise et ce qui la différencie de toutes les autres entreprises. US-based clothier and retailer American Eagle starts to foster brand ambassadorship as soon as new team members join the company. Le fabricant de vêtements et détaillant américain American Eagle commence à promouvoir l'ambassadeur de la marque dès que de nouveaux membres de l'équipe rejoignent l'entreprise.

5\\\\. Battles aren't won with a single soldier, but an entire army Competition is fierce, and the battle for market share, profit and share-of-voice is not an easy one for companies to fight. La concurrence est féroce et la bataille pour les parts de marché, les bénéfices et la part de voix n'est pas facile à mener pour les entreprises. Business is not 9-to-5, and it's not relegated behind office walls. Just as social media has enabled real-time marketing and branding, it's also necessitated real-time customer service and community management. Tout comme les médias sociaux ont permis le marketing et l'image de marque en temps réel, ils ont également nécessité un service client et une gestion de communauté en temps réel. Having an “army” of social media brand ambassadors at your disposal will help you win the war.

6\\\\. Brand ambassadors let you use the viral nature of the Internet deliberately, without having to get lucky. Les ambassadeurs de marque vous permettent d'utiliser délibérément la nature virale d'Internet, sans avoir de chance.

The tools are already in place. Anyone can share anything with their entire circle of social media friends with just one click. N'importe qui peut partager n'importe quoi avec tout son cercle d'amis sur les réseaux sociaux en un seul clic. Enlisting brand ambassadors exposes your company's brand to multiple social circles made up of people who want what you have, and who already trust the messenger. 7\\\\. Trust

Consumer scepticism is growing about advertising, and trust in them is eroding. At the same time, mass paid for advertising no longer reaches as many people as cost effectively as it did previously. Dans le même temps, la publicité payée en masse n'atteint plus autant de personnes de manière aussi rentable qu'auparavant. This is due to both the fragmentation of media (due to greater choice of channels), and also due to the growth of online and social media. In a recent Nielson survey, only 33% of consumers said they trust paid advertisements, but a whopping 92% trust peer recommendations. Dans un récent sondage Nielson, seuls 33 % des consommateurs ont déclaré faire confiance aux publicités payantes, mais 92 % font confiance aux recommandations de leurs pairs. In un recente sondaggio Nielson, solo il 33% dei consumatori ha affermato di fidarsi delle pubblicità a pagamento, ma un enorme 92% si fida delle raccomandazioni dei colleghi.

In a recent Crowdtap survey 70% of people responded that a suggestion from a friend or family member directly lead them to a purchase decision. In un recente sondaggio di Crowdtap, il 70% delle persone ha risposto che un suggerimento di un amico o di un familiare li ha portati direttamente a una decisione di acquisto.

8\\\\. Cost Effective Rentable

There's tons of research out there showing that Word-of-Mouth is the most impactful and trusted form of marketing around. De nombreuses recherches montrent que le bouche-à-oreille est la forme de marketing la plus efficace et la plus fiable qui soit. What's more important is that SMBAs are extremely cost-effective. Most of them are happy to be compensated with perks, swag, and discounts, and some will even do it for free, just because they truly enjoy what your business has to offer. La plupart d'entre eux sont heureux d'être récompensés par des avantages, des cadeaux et des remises, et certains le feront même gratuitement, simplement parce qu'ils apprécient vraiment ce que votre entreprise a à offrir. La maggior parte di loro è felice di essere ricompensata con vantaggi, gadget e sconti, e alcuni lo faranno anche gratuitamente, solo perché apprezzano davvero ciò che la tua attività ha da offrire.

9\\\\. Brand Ambassadors are your online reputation You're not “managing your reputation online.” Your customers are. If you haven't figured it out yet, not everyone is saying nice things about your business (as much as you'd like to think that they are.) Si vous ne l'avez pas encore compris, tout le monde ne dit pas du bien de votre entreprise (même si vous aimeriez le penser.) More brand ambassadors means more positive comments, reviews and referrals to your business.

10\\\\. They drive new customers to you

It's no secret that word-of-mouth has power. Just how much power? Research shows that it's at least five times more effective than traditional advertising, paid search, email, and other marketing tools. La ricerca mostra che è almeno cinque volte più efficace della pubblicità tradizionale, della ricerca a pagamento, della posta elettronica e di altri strumenti di marketing. With the average person's “connectedness” being much greater than in the past, empowering your customers to refer their friends or help bring you new business is not just a nice marketing tool, it's critical for success in business today. La « connexité » de la personne moyenne étant beaucoup plus grande que par le passé, donner à vos clients les moyens de recommander leurs amis ou de vous apporter de nouvelles affaires n'est pas seulement un bon outil de marketing, c'est essentiel pour réussir en affaires aujourd'hui. 11\\\\. People pay more attention to their friends than they do your advertisements

The effective way for your business to “break through the marketing clutter” is to work through people's social networks online and off. Le moyen efficace pour votre entreprise de « briser le fouillis marketing » est de travailler à travers les réseaux sociaux des gens en ligne et hors ligne. Traditional media advertisements is being tuned out. Les publicités dans les médias traditionnels sont en train d'être supprimées. Think about whether you are really reaching people and if they are really listening. Demandez-vous si vous touchez vraiment les gens et s'ils vous écoutent vraiment. Pensa se stai davvero raggiungendo le persone e se stanno davvero ascoltando. Often with Google or Facebook advertising it takes thousands of ad impressions before you get just one click. Souvent, avec la publicité Google ou Facebook, il faut des milliers d'impressions publicitaires avant d'obtenir un seul clic. The average click through rate on the socialHP platform is 205% (based on 6,171 Blasts). Le taux de clics moyen sur la plateforme socialHP est de 205 % (sur la base de 6 171 Blasts). That means each time you Blast, at least 2.05 of their friends will click on your content. Cela signifie que chaque fois que vous Blast, au moins 2,05 de leurs amis cliqueront sur votre contenu. Ciò significa che ogni volta che fai Blast, almeno 2,05 dei loro amici faranno clic sul tuo contenuto. Another way to think about that is that you can expect two clicks per ad impression. Un altro modo per pensarci è che puoi aspettarti due clic per impressione dell'annuncio.

That's simply amazing. 12\\\\. They are usually there to stay Ils sont généralement là pour rester Di solito sono lì per restare

Brand ambassadors are typically customers for life. They feel a part of the businesses that they love. More brand ambassadors means more long-term customers, which means increased lifetime value (revenue.) More brand ambassadors means more long-term customers, which costs less, drives referrals, and improves your online reputation. Più ambasciatori del marchio significano più clienti a lungo termine, il che costa meno, guida i referral e migliora la tua reputazione online.