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Research Outline
Prepared for Natan | Delivered November 4, 2019
Community Ambassador Programs
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Goals
To find 4-6 brands that have the best community ambassador programs.
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Early Findings
Some examples of brands that have developed community ambassador programs are given below.
Salesforce
Erica Kuhl, VP of Community at Salesforce, saw the value of
ambassadors
as opposed to hiring people.
Ambassadors are
real people
who may be working for the company or are just fans.
Members of the Salesforce MVP program were found to be generating
5-7%
of the Twitter mentions and people who were active in the community spent
twice as much time
and had an adoption rate
33%
higher than non-community members.
Adidas
Adidas developed "
Tango Squads
" to develop more authentic and long-term brand connections using micro-influencers.
The communities were made up of "
hyper-connected
" football fans aged 16-19 years old.
Adobe
One of Adobe's employees was found to be driving
more revenue
through his social channel than the company's Twitter itself. This discovery was made by the Head of Adobe’s Social Business Center of Excellence, Cory Edwards.
Consequently, the
Adobe Social Shift Program
was launched by Cory, which featured Adobe's own employees.
Other brands
that have launched community ambassador programs include TheSkimm, Course Hero, Pearson Education, Serengetee, Lululemon, MongoDB, and Namely.
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