At the most basic level, a brand ambassador is someone who represents a brand in a positive way. Their role is to communicate a brand’s message and educate consumers on various products. Brand ambassador programs require several moving parts, the most important being your data.
ROI for brand ambassadors is dependent upon accurately tracking and documenting key metrics. The more figures you have on your side, the better. Knowing what’s working and what’s not working shouldn’t be a guessing game. Take the time to plan and measure the following metrics so you can clearly and accurately identify the success of your program.
Impressions & Engagements
The first and most obvious metrics you should be tracking are how many people saw the brand ambassador’s post and how many of those people engaged with the content (i.e. likes, comments, shares, etc.). Also decide if you care about keeping track of who specifically engaged with a post, such as a social influencer or one of your most loyal fans.
Brand Reach & Inbound Traffic
Track how many people on social media are seeing your brand-relevant content. It’s possible you’re getting more exposure and mentions due to your brand ambassador’s posts. Come up with a hashtag for your campaign and see how many posts contain this specific hashtag across social media platforms.
Promotional posts exist to drive awareness about your brand, but also to attract new and returning customers to your events and website. Equip your ambassadors with a UTM tracking code to help you monitor the sources of your online traffic.
Quantity of Content Posted
The volume of content shared on social media matters, and it’s important to track it. When you’re setting up your brand ambassador campaign, outline your content goals and how many items you want to be seen and shared. Identify how many times your ambassadors post to social during your campaign and confirm it matches your initial goals.
Brand ambassadors are not only useful for spreading the word about a brand, but they have the ability to drive more sales through influencer marketing. Tracking revenue is one of the best ways to measure the success of an ambassador program. Creating brand ambassadors is not only smart, but it’s also a budget-friendly way to spread your message to a larger audience on social and, ultimately, influence purchasing decisions.
Measuring brand ambassador ROI is key to a successful program. Evaluating performance is the only way to determine if you’re headed in the right direction. Tracking the metrics outlined in this article are a few of the best ways to measure progress and come out profitable at the end of a campaign.