Norman Ng

Posts Tagged ‘brand ambassadors’

A “Bottoms Up” PR Approach in 2012 – Converting Brand Ambassadors

In Uncategorized on January 11, 2012 at 11:03

Large enterprises always had an upper hand in resources to shell out big budget PR & Advertising Campaigns to drum up their brand identity and reputation. In the all too recent decade, we’ve seen the wake of huge corporate PR disasters (& sometimes even total financial collapse) – from Bear Sterns, BOA, Olympus, United Airlines, Citigroup…the list goes on. 

My point is this – No amount of PR & Advertising spending will fully insulate you from siesmic shifts in corporate branding and reputation in the increasingly democratic information highway. Stakeholders have asymetrical sources of information; people believe more in peer recommendations rather than advertising…PR & advertising ain’t what it used to be, where they were the de-facto go-to folks.

In came the online netizen communities; born and bred in the social media renaissance, with digital voices and at times influential conversations have more impact on a corporate’s brand equity rather than it’s CEO. (Recall the Dave Caroll jingle on “United Breaks Guitar? Well it reportedly caused a $180m stock nosedive in 4 days)

Now imagine “converting” these digital voices and netizens into your brand ambassadors. Yes, that’s the core approach organisations ought to look at in 2012. It’s time they recalibrated efforts and shift resources and commitment towards looking at how to garner online communities, build brand equity, and shape the overall experience of its stakeholders – THE RIGHT WAY….FROM THE BOTTOMS UP.

Because like it or not, conversations will take place irrespective of whether you’ve adopted social media communication channels. Every day an organisation fails to listen to these conversations, and genuinely act or “buy-in” these conversations, is an opportunity forgone to claim a favourable presence in effectively shaping their brand equities.

So in 2012, it’s essential that organisations start to employ deep listening (social media monitoring / analysis), and strategise conversions and build a robust network of influential, engaging and credible brand ambassador base….from the BOTTOMS UP.

In the next article, we’ll discuss how organisations can strategise and convert brand ambassadors.

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