The document outlines a strategy for using brand ambassadors on LinkedIn to achieve various marketing goals. It recommends identifying the best ambassadors, understanding why they matter, and amplifying the brand and business through them. It provides frameworks for selecting ambassadors, creating content, and managing the ambassador program, as well as tips for optimizing individual LinkedIn profiles. The overall aim is to increase awareness, attract prospects and clients, engage customers, attract and retain talent, and establish thought leadership through a well-executed ambassador initiative on LinkedIn.

3. Understand
why brand
ambassadors
matter
1
Identify
the best
ambassadors
2
Amplify
your brand &
business
3

5. No strategy,
goals, or plan
1
No idea of
current status
2
No clarity on
content or
audience
3

6. Goals Current Status What could LinkedIn do?
Increase Awareness  Employee profiles
 Evidence
 Content
Attract Prospects  IMPRESS
 Messaging & Calendar
 Call to Action
Engage with Clients  IMPRESS
 Messaging & Calendar
 Call to Action
Attract & Retain Talent  Empowerment
 Brand Ambassadors
 Professional Development
 Recognition
Be a Thought Leader  Clear perspective
 Provocative – not polarizing
 Intentional Leadership

8. 1. Get professional
headshots
2. Use keywords that
matter
3. Integrate personal and
professional evidence

10. IMPRESS
Framework™
Impact
Metrics
Proximity
Role
Engaging
Scope &
Scale

18. What are
the goals?
Do we have
the right
People?
How will
we
manage
this?

19. Voice &
Message
Expertise
Plan the
content
1
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