Management and decision-makers in corporations as well as in medium-sized companies
Communications managers and their employees in companies
Human resources managers and their employees
Customer advisors and employees at the interface to customers and the company's target groups
Employees in companies who consciously shape their role as brand ambassadors and want to build and expand their own personal brand
Communication professionals, PR consultants, content strategists and social media managers
In short: In principle, everyone who wants to deal with the topic of brand ambassadors/corporate influencers needs the information in the book.
The book provides you with …
a practical, well-structured introduction to the topic of corporate influencers/brand ambassadors and their importance for companies.
a current overview of the state of digital communication, especially with regard to the topics of corporate influencers and social networks.
Clarification of terms and options for developing a brand ambassador strategy.
Information about what it means to identify, activate and build brand ambassadors in the company.
Decision criteria that you need to classify your forex data own company and define the need for action.
Decision-making and planning aids for the brand ambassador strategy in your company.
Argumentation aids for strategy-related internal communication at all company levels.
Guides and help to build a personal brand strategy for brand ambassadors.
concrete, practical approaches for implementation in (digital) media and for the selection of platforms.
Numerous examples from current practice in companies as well as from individual brand ambassadors.
First-hand practical reports from brand ambassadors in companies – from technicians to board members.
comprehensive further information , reading tips and links.
Answers to important legal questions .
Brand ambassador, corporate influencer, influencer: definition
What is a corporate influencer, what is a brand ambassador - and what does that have to do with influencer marketing? The terms have the potential to be confused. Employee influencers have little to do with the influencer as an advertising face who rents out his reach to various companies. But externally purchased advertising faces, such as celebrities, and even freelance promoters are also often referred to as brand ambassadors. In this context, however, I always mean brand ambassadors/corporate influencers from the company. If the context does not exist, one should always speak of "employee brand ambassadors" for the sake of completeness.
A brand ambassador is a person, a recognizable face that stands for a company and represents its values and messages to the outside world – in physical encounters, but also in digital media, on Facebook, Instagram or in a corporate blog.