Also make impact visible. Link results back and regularly compliment your employees on the extra reach and traffic they generate. For example, do this during certain evaluation moments within the entire company, so that you also encourage others to become ambassadors. And like and share content that is distributed by your employees yourself, as a token of appreciation for their efforts.
Get started yourself
Are you excited? Lam's book offers a 7-step plan that you can use as a guideline in transforming employees into ambassadors.
Map out the themes on which you want to be recognized as an organization. Choose themes that fit the 'why' or the mission and vision of your company. Look for relevance: for your brand, for your customer and for the ambassadors.
Choose the employees you want to involve in your ambassador program. Match the chosen themes with the employees of your choice as best as you can. Ask them if they are willing to join the ambassador program and if they want to do it dedicatedly .
Determine the roles they will play. Lam distinguishes the following roles: social savvy's (for whom social media holds no secrets), subject matter experts (specialists in a certain area), thought leaders (employees who are an authority in a certain area) and spokespersons.
Observe the world outside your organization indonesia mobile number list and determine the connection between your ambassadors and the (external) influencers in their field of expertise. Ask the ambassador to follow these people, read their articles and get in touch with them where possible.
Help and support your ambassadors: with building a professional image, expanding and maintaining their network and creating and sharing content. This can be done in various ways, for example via wikis, videos, tutorials, webinars, workshops and trainings.
Finally, measure the success of the activities you have developed together with the ambassadors. Try to determine the best possible baseline measurement for each goal (see step 1) before you start the program to compare the results against. Measure how many people have seen or can see certain content (reach), how the recipient has interacted with the content (engagement) and whether you have reached the right people (audience). Share these statistics with the ambassadors themselves. This way they see that their time is paying off, and that can be motivating.
networking
Tools
One more thing: online ambassadorship or employee advocacy is not the same as rolling out a tool. There is more to it. Tools can help you execute your program. There are several (free and paid) content sharing tools that allow ambassadors to discover and share third-party content.