Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media

2021 ◽  
pp. 485-502
Author(s):  
Markus Weinländer
Keyword(s):  
Social Media ◽  
Brand Ambassadors

scholarly journals Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain

2020 ◽  
Author(s):  
Pablo Medina-Aguerrebere ◽  
Toni González-Pacanowski ◽  
Eva Medina
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Reputation Management ◽  
Communication Model ◽  
Scientific Content ◽  
The Usa ◽  
Social Media Platforms ◽  
Online Reputation ◽  
Brand Ambassadors

Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values.

Creating Brand Ambassadors

2015 ◽  
pp. 153-183 ◽  
Author(s):  
Erin K. Nemenoff ◽  
Julia Schenk
Keyword(s):  
Social Media ◽  
Logic Model ◽  
Fraternal Organizations ◽  
Support Organization ◽  
Brand Recognition ◽  
The Social ◽  
Membership Associations ◽  
Membership Association ◽  
Brand Ambassadors ◽  
Vast Network

Membership associations can face specific challenges when it comes to marketing and brand recognition. This case describes how the National Panhellenic Conference (NPC), a membership association for 26 national and international women's fraternal organizations, or “sororities,” addresses these challenges. NPC's mission is to be the premiere advocacy and support organization for the advancement of the sorority experience. However, NPC has traditionally struggled with brand recognition and identity, hampering their mission fulfillment. This chapter illustrates the social media techniques used to engage and inform NPC's key constituents through a virtual event, using a two-pronged approach. The first prong involves deepening engagement to move stakeholders to higher levels of interaction with the association. NPC must effectively communicate with its vast network of members and stakeholders to help generate greater awareness of NPC and promote sorority life in general. The second prong involves using its existing network to amplify NPC's key messages and spread it to those beyond its current network. Outputs and outcomes for the virtual event were used to determine that a defined strategy, as provided in the organization's strategic plan and logic model, impacted overall outcomes.

scholarly journals From CSR to CSI

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Agostino Vollero ◽  
Maria Palazzo ◽  
Alfonso Siano ◽  
Pantea Foroudi
Keyword(s):  
Social Media ◽  
Virtual Communities ◽  
Empirical Studies ◽  
Content Type ◽  
Original Intent ◽  
Communication Campaign ◽  
Starting Point ◽  
Practical Standpoint ◽  
Corporate Social ◽  
Brand Ambassadors

Purpose The purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand communication campaign on social media by a leading Italian company in the energy industry that came to be perceived as a reactive corporate social irresponsibility performance. Design/methodology/approach Taking Palazzo and Basu’s framework of scapes (2007) as a starting point, the paper explores the intersection between branding and CSR studies. After consideration of the lack of empirical studies on this subject, a content analysis of tweets generated from the campaign “Guerrieri” of Enel is performed. Findings Findings show the dialogic bottom-up approach results are ineffective because of the hijacking of original intent of the company in implementing its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scape from an opposing perspective, raising the risk of digital hijacking and boycotting initiatives. Practical implications From a practical standpoint, the study informs managers so that they can evaluate complex problems implicated in the creation of CSR activities aimed at engaging consumers and virtual communities. Besides, the paper would like to aid managers when they face discontent or activism, suggesting they should turn the attention of their stakeholders through a re-evaluation of relevant CSR activities, potentially leveraging on a loyal public, which has completely interiorised CB values and can act as brand ambassadors. Originality/value The paper is one of the first attempts to study the nexus between CSR and CB in digitally empowering contexts, clarifying the crucial role of social media-scape.

Leadership Communication, Internal Marketing, and Employee Engagement

2016 ◽  
pp. 311-329
Author(s):  
Karen E. Mishra ◽  
Aneil K. Mishra ◽  
Khaner Walker
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Employee Engagement ◽  
Internal Marketing ◽  
Internal Communication ◽  
Leadership Communication ◽  
Marketing Social ◽  
Communication Practices ◽  
Brand Ambassadors ◽  
Internal Communications

This chapter examines the internal communication practices of Lenovo, a $39 billion Fortune Global 500 technology company, and the world's largest PC vendor. In particular, this study examines how this company uses social media as a form of internal marketing to foster employee engagement. Internal communications (or internal marketing) is generally led by marketing or PR professionals with expertise in human resources, public relations, marketing, social media, and/or employee engagement. One new way that companies are extending internal communication is by developing the use of their company intranets. Intranets can support an organization by sharing accurate leadership communication and company information on a timely basis to develop trust with employees and encourage them to act as brand ambassadors. This chapter describes how Lenovo has developed and uses its Lenovo Central intranet to engage employees in its mission and vision.

Creating Brand Ambassadors

2018 ◽  
pp. 508-532
Author(s):  
Erin K. Nemenoff ◽  
Julia Schenk
Keyword(s):  
Social Media ◽  
Logic Model ◽  
Fraternal Organizations ◽  
Support Organization ◽  
Brand Recognition ◽  
The Social ◽  
Membership Associations ◽  
Membership Association ◽  
Brand Ambassadors ◽  
Vast Network

Membership associations can face specific challenges when it comes to marketing and brand recognition. This case describes how the National Panhellenic Conference (NPC), a membership association for 26 national and international women's fraternal organizations, or “sororities,” addresses these challenges. NPC's mission is to be the premiere advocacy and support organization for the advancement of the sorority experience. However, NPC has traditionally struggled with brand recognition and identity, hampering their mission fulfillment. This chapter illustrates the social media techniques used to engage and inform NPC's key constituents through a virtual event, using a two-pronged approach. The first prong involves deepening engagement to move stakeholders to higher levels of interaction with the association. NPC must effectively communicate with its vast network of members and stakeholders to help generate greater awareness of NPC and promote sorority life in general. The second prong involves using its existing network to amplify NPC's key messages and spread it to those beyond its current network. Outputs and outcomes for the virtual event were used to determine that a defined strategy, as provided in the organization's strategic plan and logic model, impacted overall outcomes.

The Role of Social Media Influencers on the Consumer Decision-Making Process

2021 ◽  
pp. 138-154
Author(s):  
Ana Cristina Antunes
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Decision Processes ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Digital Era ◽  
Brand Ambassadors ◽  
Consumer Journey

The digital era has introduced many changes in the consumer marketplace. Social media and especially social networking sites redefined how consumers relate to and behave towards brands, as well as the brand-consumer relationship. Within this context and the heightened resistance to brand communication through traditional media, marketeers are turning to other strategies to connect with their customers and influence their consumer journey. One of these strategies is influencer marketing. In the last years, brands have used social media influencers as endorsers of their products and services, and as brand ambassadors. Digital influencers connect consumers and brands, strengthening their bond and allowing the brand to reach their target in a more natural way to influence the consumer buying process. In this chapter we will provide a narrative review on the role of digital influencers on the consumer decision processes.

Social media and the world of work

2014 ◽  
Vol 19 (4) ◽  
pp. 344-356 ◽  
Author(s):  
Sonja Dreher
Keyword(s):  
Social Media ◽  
Strategic Management ◽  
Media Use ◽  
Management Approach ◽  
Social Media Use ◽  
Training And Education ◽  
Content Type ◽  
The Social ◽  
Key Steps ◽  
Brand Ambassadors

Purpose – The purpose of this paper is to explore the risks and benefits of employees’ social media use for an organization's reputation, and delivers suggestions for a strategic management approach. Design/methodology/approach – The findings of this research paper are based on a comprehensive literature review and supported by a leading practice example. Findings – Through social media, employees function as powerful brand ambassadors who shape reputation with everything they do and say online. This requires a strategic management approach to employees’ social media use, including research, internet access at the workplace, a strong commitment from the C-suite, the establishment of social media teams, the implementation of guidelines and policies, training and education, integration, as well as goal setting and measurement. These eight key steps will help communications professionals to better prevent the risks and leverage the benefits of their employees’ participation in the social web. Originality/value – This research project is built upon significant deficits in the management approach to employees’ social media use and provides eight strategic key steps to better handle employees’ participation in social conversations.

scholarly journals Komunikasi Interaktif Nikon Ambassador Dalam Mempertahankan Citra Merek (Studi Kasus Akun Media Sosial Instagram @Sukiminthio)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 365
Author(s):  
Ignacia Ardelia ◽  
Gregorius Genep Sukendro
Keyword(s):  
Social Media ◽  
Marketing Communication ◽  
Case Study Method ◽  
Interactive Communication ◽  
The Public ◽  
Additional Information ◽  
Positive Image ◽  
Digital Era ◽  
Brand Ambassadors

In today's digital era, marketing communication activities are supported by the presence of social media. Social media, one of which is Instagram, allows users to get additional information about a brand through contents uploaded by Brand Ambassadors. Brand Ambassador as a bridge of communication between brands and users, is one important factor in maintaining a positive image of a brand. This study aims to find out how interactive communication is carried out by Nikon Ambassador’s Sukimin Thio on Instagram. This research uses descriptive qualitative approach and case study method. Instagram is very suitable as Nikon marketing communication media that target Millenials (young people), besides that interactive communication carried out by Sukimin as Nikon Ambassador plays an important role in maintaining a positive brand image. Sukimin's interactive communication is done every day by replying to each comment, Direct Message, presenting content that is liked by followers, and utilizing the features found on Instagram to the fullest. The conclusion from the results of this study is through interactive communication, the public become more convinced that Nikon is a good product and get comfort in discussing Nikon products. Sukimin's image as someone inspiring and fun on social media and also his youthful personality is the same as the image that Nikon Indonesia wants to form. With the presence of Nikon Ambassador helping Nikon Indonesia to increase credibility, selling points, as well as maintaining a positive image. Di era digital saat ini, kegiatan komunikasi pemasaran didukung oleh hadirnya media sosial. Media sosial salah satunya Instagram memungkinkan pengguna untuk mendapatkan informasi tambahan mengenai suatu merek melalui konten yang diunggah oleh para Brand Ambassador. Brand Ambassador sebagai jembatan komunikasi antara merek dan pengguna, menjadi salah satu faktor penting dalam mempertahankan citra positif sebuah merek. Penelitian ini bertujuan untuk mengetahui bagaimana komunikasi interaktif yang dilakukan oleh Nikon Ambassador Sukimin Thio di Instagram. Penelitian ini menggunakan pendekatan kualitatif deskriptif dan metode studi kasus. Instagram sangat cocok sebagai media komunikasi pemasaran Nikon yang targetnya Millenials (anak muda), selain itu komunikasi interaktif yang dilakukan Sukimin sebagai Nikon Ambassador berperan penting dalam mempertahankan citra positif merek. Komunikasi interaktif dilakukan Sukimin setiap hari dengan cara membalas tiap-tiap komentar, Direct Message, menyajikan konten yang disukai pengikut, serta memanfaatkan fitur yang terdapat pada Instagram secara maksimal.  Simpulan dari hasil penelitian ini adalah melalui komunikasi interaktif khalayak menjadi lebih yakin bahwa Nikon adalah produk yang bagus dan mendapatkan kenyamanan dalam berdiskusi mengenai produk Nikon. Citra Sukimin sebagai seseorang menginspirasi dan menyenangkan di media sosial serta kepribadiannya yang anak muda sama seperti citra yang ingin dibentuk Nikon Indonesia. Dengan adanya Nikon Ambassador membantu Nikon Indonesia untuk meningkatkan kredibilitas, nilai jual, juga mempertahankan citra yang positif.

Where Social Media Meets AAC

ASHA Leader ◽  
2015 ◽  
Vol 20 (7) ◽  
Author(s):  
Vicki Clarke
Keyword(s):  
Social Media
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