What Might A Social Media Planner Want From A Brand Ambassador | social.ogilvy.com


 

This post first appeared on Leo Ryan’s blog “Burning Head.” 

In the previous post I looked at what sorts of things a social planner might want to ask for when negotiating an event sponsorship. In this post I’ll explore what we might want to agree with a Brand Ambassador. Thanks to @Amymabin and @Vic_newlands for their significant input into to this.

As with the last post, this is not an exhaustive list of what can be done with an ambassador, but rather a check list of the kinds of permissions, rights and access that you might want to request when negotiating the partnership so that we can make the most of the relationship in social media.

Leaving aside all of the difficulties that sponsoring individuals can involve let’s just assume the ambassador is a great brand fit and is largely drugs free. Given this positive connection we’ll probably be trying to create social media occasions to amplify that and broadly this amplification will fall into categories of either paid social media, owned or earned media (although as I wrote this post those categories continued to undermine each other, merge and generally not be as helpful as I’d have liked).

Earned Social Media and what we might want from a brand ambassador
Often it is the case that a brand has developed a relationship with an ambassador not just for their image, but also for their own personal social media audience and reputation. If that’s the case we need to make sure that everyone; the brand, the ambassador, the brand’s followers and importantly the ambassador’s followers are all going to be comfortable with the association and see the benefits of it. Especially the followers.

If we are appointing an ambassador for the size of their audience we also need to be realistic about what that is. On twitter, not all followers are equal. In fact lots might just be porn-bots. There are some incredible audience figures out there; Lady Gaga has more than 33 million followers, Wayne Rooney more than five and a half million and David Cameron’s official Prime Minster’s handle has 2.2 million. Howeveran analysis of their top 100,000 followers by a UK company reveals that only a small percentage of their followers are ‘real’ people: Lady Gaga has only 29% “good” followers, Wayne Rooney 30% and David Cameron 37%. So you might want to do some authentication before paying an ambassador for their audience.

And while we’re on the subject of Wayne Rooney…this time last year Wayne Rooney and Jack Wilshire both tweeted #makeitcount and a link to the Nike campaign website which resulted in their sponsor Nike being censured by the ASA and the footballers being required to delete the tweets. Subsequently the ASA posted this article with the advice that the footballers should have used the hostage #ad or #spon in their tweets.

So with those two caveats in place we might want an ambassador to tweet hashtags related to campaigns and links to campaign sites. Similarly we might want them to share brand assets with their audience in other media specific channels; images up on Picassa, videos on YouTube and so on. Assuming a good fit bewteen the brand’s target audience and the ambassador’s followers, this can be really useful; if these assets are going to be of real value or interest to the ambassador’s audience they may then then re-share them with their networks with all of the added value and credibility that come from a friend’s recommendation. But make sure they are of real value. No quicker way to turn off a social audience than to spam them with unwanted commercial messages, and your ambassador certainly won’t thank you for pissing off their hard earned followers.

To leverage the ambassador’s existing social profile on the brand’s properties you’ll want permission to link to all of their public social profiles, permission to tag them in posts and permission to share their posts when appropriate.

Owned / Paid Social Media and what we might want from a brand ambassador
Recent media options like promoted posts and promoted tweets have made the whole owned / paid distinction a little murky. We can post to our owned Facebook Page audience (which will reach approx 16% of them) and then pay to have that post promoted to reach a larger audience. Of our own existing facebook audience. Which feels a bit like owned media…Promoted tweets are similar except that we can pay for our tweets to go to a new audience who don’t currently follow us, which feels a lot more like paid media, except that it’s also going to our owned audience…sigh. Oh for the days of a 30 second TVC.

Regardless, as a brand we may want to include the ambassador in our owned and paid social media. This could include using their image or quotes in adverts on Facebook or YouTube, but it might also include some of the newer paid media formats; promoted posts posts and promoted tweets. Which begs the question of whose tweets and posts are being promoted; the brand’s or the ambassador’s? If it’s the Brand’s it’s a little more straight forward; clearly there’s a commercial relationship. But if the brand is paying to promote the tweets or posts of the ambassador, we need to be completely transparent and make sure that we clearly signal this as per the Nike example above. Leer más “What Might A Social Media Planner Want From A Brand Ambassador | social.ogilvy.com”

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Life-saving new cancer drugs are being held back so the Government can save money, claims GlaxoSmithKline chief executive

Not an option: the drug Avastin, made by the firm Roche to treat breast cancer, was one of the drugs rejected by Nice and is therefore not available on the NHS

Sir Andrew accused governments of treating the pharmaceuticals industry as a ‘simple procurement business’ without understanding the wider implications of their decisions.

‘As governments have got more and more anxious about their debt positions and austerity agendas, what happened is quite predictable,’ he said.

‘If you are a minister and you need to cut costs, it is a lot easier to cut drug prices than it is to close a hospital or reduce the size of the Civil Service. I understand that.


http://www.dailymail.co.uk/
  • UK is delaying the approval of new treatments
  • Several new drugs have been blocked by Nice, says academic

    By DAILY MAIL REPORTER

The head of Britain’s biggest drugs company has accused the Government of systematically delaying the introduction of new cancer drugs in order to save money.

GlaxoSmithKline chief executive Sir Andrew Witty warned that ministers were making false economies as they tried to grapple with the deficit in the public finances.

In an interview with the BBC, he said that governments across Europe had already cut drug prices by 5 per cent a year – costing GSK around £300 million per annum.

Warning: Sir Andrew Witty, head of GSK, warns that government attempts to save money by delaying the introduction of new drugs is a false economyWarning: Sir Andrew Witty, head of GSK, warns that government attempts to save money by delaying the introduction of new drugs is a false economy

However, he said governments were now seeking to go further in an effort to achieve even bigger savings – and he highlighted Britain’s decision to delay new cancer treatments.

‘The bit I’m much more frightened about is that what’s now beginning to become clear is that, in addition to price reductions, governments are delaying the approval of innovative new drugs,’ he said.

‘So a second way they can save money, they think, is ‘Let’s just not buy the next round of innovation’.

‘Cancer in the UK is a good example where we’re seeing oncology drugs being systematically delayed from introduction and reimbursement. Leer más “Life-saving new cancer drugs are being held back so the Government can save money, claims GlaxoSmithKline chief executive”

David Beckham for England Manager

It sounds crazy but the FA could do worse than appoint David Beckham as their new England manager. Is there anywhere that he isn’t these days? Supporting the troops in Iraq, smoozing with Prince Harry and Price William, cheerleading England more than Fabio Capello was during yesterdays painful 4-1 defeat to Germany….

As well as being arguably the number one celebrity brand in the UK (and he’s up there in the world rankings), it made me think…

“In these tough times, people are more likely to trust David Beckham than David Cameron”.

Run the national football team, fix the economy, win us the world cup bid for 2018, help organise London 2012. At what point in the future might he also let us know that he’s actually planning to run for prime minister?


by jeremywaite

It sounds crazy but the FA could do worse than appoint David Beckham as their new England manager.  Is there anywhere that he isn’t these days? Supporting the troops in Iraq, smoozing with Prince Harry and Price William, cheerleading England more than Fabio Capello was during yesterdays painful 4-1 defeat to Germany….

As well as being arguably the number one celebrity brand in the UK (and he’s up there in the world rankings), it made me think…

“In these tough times, people are more likely to trust David Beckham than David Cameron”.

Run the national football team, fix the economy, win us the world cup bid for 2018, help organise London 2012. At what point in the future might he also let us know that he’s actually planning to run for prime minister? Leer más “David Beckham for England Manager”

10 tips to beat Capital Gains Tax before the budget

David Cameron was willing to offer racing tips to radio listeners today but little comfort for savers who fear coalition government plans to raise Capital Gains Tax (CGT) in next month’s emergency budget.

While the Prime Minister said he would “listen” to concerns about what could amount to retrospective taxation on long term savings and investments, he made no promises about what will happen to CGT on June 22.

So, people with substantial gains should consider taking action before then. Here are 10 tips for owners of second homes and buy to let landlords on how to minimise CGT liabilities under the current rules.


Assorted international currency notes.
Image via Wikipedia

David Cameron was willing to offer racing tips to radio listeners today  but little comfort for savers who fear coalition government plans to raise Capital Gains Tax (CGT) in next month’s emergency budget.

While the Prime Minister said he would “listen” to concerns about what could amount to retrospective taxation on long term savings and investments, he made no promises about what will happen to CGT on June 22.

So, people with substantial gains should consider taking action before then. Here are 10 tips for owners of second homes and buy to let landlords on how to minimise CGT liabilities under the current rules. Leer más “10 tips to beat Capital Gains Tax before the budget”

AdFreak: Ad agency is slap-happy about U.K. election


Slapometer

Ever wanted to slap a politician in the face? Well, now you can. A British ad agency came up with a clever way to gauge viewer reaction during the live debates ahead of the May 6 elections in the U.K.. It’s called the Slapometer. The site shows Conservative leader David Cameron, Liberal Democrat Nick Clegg and Prime Minister Gordon Brown—and you can slap any one of them when he says something you disagree with or find stupid. Finally, a constructive outlet for that controversial “Hit the Bitch” functionality! The Slapometer site keeps track of your particular slaps, all slaps today, all slaps ever—and also divides them up by debate. They’re into the tens of millions of slaps already, so I’d have to say Albion London really slapped a nerve with this one.

—Posted by Christine Hall


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