In our previous post we talked about how to define and reach influencers through your social media channels. Moving on to ambassadors it is worthwhile distinguishing this group of people from your influencers.While blogs like Mashable has suggested finding the socalled 1%, which is more an influencer strategy, we suggest grounding your ambassador identification work with your network of friends and business partners across all your active social networks.

We treated our potential ambassadors like we’d treat any influencer – with personal, customized emails, tweets, and Facebook messages, and our ambassador goal was to find a group that would likely inspire others in their closest network to listen, learn, and engage.

For the ambassador group we also used parameters such as geolocation, age, sex, network size, number of Twitter followers, response rate on profiles, types of friend engagement with posts, etc. to single out a core group of roughly 30 people.

We then contacted each of the ambassadors with a brief outline of the content we were about to start sharing through their chosen social media channels. And we added personal encouragements to share the upcoming films, photos, and stories, and to give all shared content a personal spin that would personalize the outgoing message.

This produced a group of strong ambassadors, all of whom we knew personally and were connected to in our immediate networks, and they helped us spread each film to a much larger audience than we could have hoped to do on our own.

While this may sound purely focused on the quantity of views, shares, likes, etc., the wider goal was to use that quantifiable reach to create a platform to spread content beyond the borders of Greenland, hence improving awareness of the Rough. Real. Remote. brand.

Once we had the films circulating in the social media sphere we found it much easier to identify potentially valuable connections that we had not seen before since people and companies we had not reached before were now engaging with our content.