In today's marketing world we're bombarded with automated solutions to help us meet our goals. For every objective we set there are ten platforms ready and waiting to assist. Ambassador Programs are no exception, and when vendors show you all their sparkles and bells and whistles it's tempting to jump on board. But how do you know if you're making the right decision? What do you look for when you're shopping for a solution? In this article I'll share three important guidelines to use when exploring Ambassador Program platforms. But first here are two important lessons I've learned.
Here are the Three Important Guidelines
Let's look at how you can apply these guidelines to your own Ambassador Program.
Ambassador Program Goals
Before deciding whether a 3rdparty automated platform is right for you, take a close look at your program goals. Do you want a cast of thousands amplifying your message across social? Do you want customer service or sales helpers? Do you want subject matter experts creating product or industry related content for the overall community? Do you want experts at your industry events? Do you want program members helping their local communities to use your products? Do you want thousands of online reviews?
If you want all of the above stop right there. Too many wants will dilute your program's effectiveness. Focus on your most important goals and make sure they feed and support each other.
Features and Functionality
A 3rdparty solution can look pretty, but if its capabilities don't help you achieve your goals, it's not going to work for you. Be sure you fully understand what the platform can and cannot do before signing on the dotted line. Let's look at some of the necessary features and functionality you'll need to achieve two potential goals.
Cast of Thousands:
If your goal is to activate acast of thousands to amplify your message across social, using an automated platform could be an effective solution. Just make sure the platform can support it.
Here are some of the features and capabilities you'll want to look out for:
Experts:
If you want to build ongoing relationships with stellar experts who can contribute at your industry events, beware of relying solely on automated tools. Social media monitoring platforms can help you find potential experts, but they shouldn't be your silver bullet. Once you discover potential experts, it's imperative that you reach out to them human to human and build relationships for the long term -not just a particular event.
That said, social monitoring tools can help you with initial research and discovery. There are many out there so be sure the tool's features and functionality align with your goals.
Here are some of the features and capabilities you'll want to look for:
Internal Resources
Before chasing after shiny new objects, consider your company's existing resources. In many cases your company already licenses social media tools that can support your goals. You just didn't know about them! Conduct a little research to find out what's already in place. Then decide whether or not that solution (or solutions) is relevant for your program.
You may also be asking a tool to perform a task that's better done by a human. Do you really need a sparkly solution to build relationships with ten experts? Or would your program be better served with a little old fashioned Search?
If you decide (after thorough research) that you don't have sparkle fever and that you really need this thing, go for it. And don't be stingy. These tools can be expensive but they can also play a key role in your program's success.
If you're short on budget try pooling your resources. Reach out to other departments and go in on the license together. Recruiting multiple internal stakeholders to fund and use the tool means cost savings and consistency, a big win for your program and your company!
My Final 2 Cents
When considering an automated tool for your Ambassador Program, take a second to understand your attitude towards shiny new technology, and apply it to your process. If you are an early adopter, focus on thorough research before jumping to a decision. If you're a late adopter, be open to how an automated tool could benefit your program.
Best of luck! I'm happy to answer questions and I welcome your 2 cents as well.