The Spin Sucks Brand Ambassador Program: A Case Study

Interesting results and learnings. A great case study. Thanks for sharing.. Also thank you for letting me be part of the Ambassador program. It’s been great fun. As you know, I loved the book. And YAY! Finally got to meet you IRL.

This is great information, Gini. I couldn’t be more disappointed that so many people took such a great opportunity and did nothing with it. Yes, getting the book is great but how can you, having read it and agreed to do the ambassador thing, not follow up on that? It makes me mad. Grrrrr. Anyway, I hope people will read your book, it’s so good and you deserve to sell over 100,000 copies not just because you are a fabu person but because the book is fabu and people can really benefit from the info it contains.

The thing that’s not included in this description, and the thing that’s so hugely important to the brand ambassador program, is all the community building that’s done BEFORE you even announced that there would be a brand ambassador program. It’s the most important part – you and the AD team put years of time and energy into developing the community and the loyalty before ever asking for anything in return.

Eleanor Pierce  So true! Well put.

It really was so much fun. I still can’t get over the number of people who gave of themselves to help you try and reach your goal. There really are some INCREDIBLE people in this world, and while I “know” and love many of them, and wish I could thank each one personally, I also have to add how proud I am to be part of an organization that can rally that kind of support, and to have a lady-boss who garners that level of respect and teamwork, as was shown those two weeks (or so) in April. The list??… Read more »

I feel your pain, Gini. As I was preparing for my own book launch, I offered mine free to my email subscribers in exchange for (honest) Amazon reviews. I got the idea from another author who said she got a 50% compliance rate … and that’s exactly what I got, too. It’s one thing when strangers don’t live up to their commitment; it’s tougher when people you know don’t. After a couple of reminders, one actually said that he hadn’t gotten to it yet, but is working on his own book and would be coming to me for help when… Read more »

Eleanor Pierce  Truth! Gini, I think you sell yourself short on starting “late,” because you’ve been working for years to build this platform—one that many authors don’t have.

RobBiesenbach Eleanor Pierce  Well, keep in mind that two KEY, nay, ESSENTIAL, players on the Arment Dietrich team didn’t start until March. (I say that only kind of joking – these guys definitely had their hands full before Mary Anne and I got here).

Thank you for the open and honest case study. I’m sad we didn’t make the list. I was really hoping we would. Still, that doesn’t discredit the book (because it’s freaking amazing) or you (because you’re super freaking amazing) nor your team and faithful crazies. I’m baffled by those that didn’t participate — mostly by the number being so high. I didn’t expect that. And, you can use your earned media experience to reinforce the advice you give to clients — one, two, three weeks is NOT enough notice to hope for results. If you get something, praise the good… Read more »

Eleanor Pierce  True! So, BUILD relationships people!

It was so much fun being a part of the ambassador program and as you know, I think your community is AMAZING. I’m sure you’ll reach your goal of 10,000 as people keep sharing how much they love the book.  Yesterday I was talking to someone reading the book for our book club and she said she was reading it while getting a pedicure and didn’t have a pen or a highlighter so was folding over pages she needed to come back to later because there were actions she had to take.  Then she says, “but I was folding every… Read more »

I truly felt honored to be a part of this and was showing an author friend of mine what an incredible job you and your team did of equipping us for launch week. I also appreciate the occasional reminder to keep talking about the book…as @katefinley mentioned, it’s not over. Forge ahead, Gini.

It was such a privilege to be part of the Ambassador team, and mentioned in the book too (what a lovely surprise that was). I think all of us crazies will come together over the coming months to make sure you blow right past that 10,000 book number!

LSSocialEngage  Which, in my opinion, was one of the best parts of the launch!

Eleanor Pierce  True…it would have been impossible had we not had such a great engaged community already.

belllindsay  Well, I care. But I’ll get over it.

RobBiesenbach  Don’t you just love when people come to you for help yet haven’t helped you when you needed them? Ugh! BTW, I have to buy YOUR book next. Sorry I missed the Q&A in real time last week.

RobBiesenbach  I think that’s what was most disappointing to me. Some (not all) of the people who didn’t end up participating have had no problem asking me for favors in the past. I certainly don’t do things for people with the idea that I’ll need something from them in the future, but a little courtesy to say, “Hey, can you give my slot to someone else?” would have been appreciated.

KateFinley  Oh we’ll definitely see results from the earned media efforts. Mary Anne is kicking butt on that front. We just should have started earlier to orchestrate all that stuff coming out at once.

Lara Wellman  LOL!! That makes me so happy to hear. Andy Crestodina’s book is like that for me. I love that.

Word Ninja  It’s a really good case study, even if we didn’t meet our goal. And that’s my fault. I didn’t realize how important the bulk orders are. Lesson learned.

I so appreciate your honesty. I am really stunned that many people committed to being an ambassador and didn’t pull through. That’s just plain rude. But, you learn a lot about yourself and your connections/community when you do something grandiose like this. As you’ve so eloquently done here, you’ve analyzed what worked, what didn’t and what you will do better next time. I am SO grateful to have been part of this journey. 🙂

rosemaryoneill  I love you for that and I love that I finally got to meet you – and spend AN HOUR with you in San Diego.

Nikki Little I hope you got your copy from Verizon! Next time I see you, I”ll draw a picture in it for you. And I hope whirly ball was fun!

I´ve said it before, but it´s worth repeating (every time I got the chance, actually :)): I loved being in the brand ambassador program. I got to meet (online) amazing people, I´ve made friendships with incredible talented people and had so much fun in the process. I´ll write about it on my blog ;).  What I did not expect Gini, was to find out that only half of the brand ambassadors participated. Really people?!! Let me ask you this: why did you bother subscribing??? I don´t get it, really. Is as simple as saying: “I´ve change my mind” or “No,… Read more »

ginidietrich I just got it yesterday! My coworker is currently reading it. And whirly ball was ridic…I’ll stick with tennis and running. 🙂

ginidietrich Thank you for giving me an opportunity to be an ambassador! Being outside of the core PR world, I truly appreciate making the cut. The book is fantastic and has yet to be placed on a bookshelf. It’s permanent home may be my desk. If you ever venture south of I-80, I’d love an autograph. 🙂

Thanks for sharing your open and honest insights on the ambassador program. Some great recommendations for others to follow. I can’t wait to read my copy of the book!

ginidietrich Thanks again for sharing your experience and learnings so openly on the blog. Do you have a sense of the social amplification as a result of the launch campaign?  Thanks ginidietrich and the AD team for allowing me to participate in the Spin Sucks Brand Ambassadors program and become more engaged in the @spinsucks community. It was a wonderful opportunity and I had a blast. I signed up for an advanced copy of Spin Sucks The Book. Writing a review and blog post were a small price to pay in exchange. Little did I know I would gain so much more getting to know the other… Read more »

It was a lot of fun and I loved the book. Thanks for making me part of the team

I’m one of the failed ambassadors and I’m sorry for that.  Life gave me a big kick in the head a couple of months ago that threw off everything I was supposed to be doing.

I am really sorry.

Thanks Gini! It was an amazing example of the benefits of community (and what a community it is . . .  I had no idea!), and how to launch a book. Good book too : ) Congratulations on your success!

Jason_LiveRealNow  That darn life getting in the way! I appreciate you coming clean. And don’t worry…the goal is to sell 10,000 by the end of the year. So if you can help out later this year, I will be forever indebted.

Nikki Little LOL!

I thoroughly enjoyed the interaction on that Private Group…and Eden/Stacey and company were tremendously creative with the “photo bombs”. I’ve been swamped for the last few months, while our company went through acquisition, and I still made time to check out that group.

Oh yeah, the book was pretty good, too! I did write a blog, but I need to write a subset of that review on Amazon and Good Reads.

Kara I would LOVE to do that for you!

EdenSpodek I’m sure the social amplification was gigantic. Even I was tired of hearing about it by the end of the week. I couldn’t open Facebook without seeing it. I”m not sure how/if we tracked it, but I’ll find out!

mikekmcclure  Of all the people who had a great excuse, it was you. I was shocked to receive your review. You’re one of the good guys forever!

Brent@Echelonseo.com  Thanks, Brent! You’ve always been super supportive. I appreciate it.

dbvickery  LOL! Gee, thanks? And you had another grandbaby during that time. It was crazy!

It’s been a stacked couple of months for me, so I probably did something in the average range compared to Eden and other folks who worked it like Crazies. And I’m not even on the Facebooks… but still, such a pleasure to see you knock this out and we’ll get the next on one NYT list (I’d be happy to help orchestrate the bulk book buying outreach, pretty sure I could kick that can far down the road).

JoeCardillo  That was the biggest lesson. Without the bulk buys, it’s impossible to make The List. I mean, 15,000 books in one week? That’s crazy.

ginidietrich JoeCardillo  Totally. There’s a whole subset of people who’ve written about what it takes, and also you have to keep in mind there are people / publishers who buy huge chunks of their own book so you have to really hustle if you’re being ethical about the whole matter.

ginidietrich Yeah, what is with people? I try to help just about anyone who asks for it, for a variety of reasons—generosity and the old Karma thing. When people repeatedly don’t reciprocate it’s mind-boggling. And when they don’t bother to thank you?? It’s a deal-breaker. I gave up 45 minutes to do an informational interview with some kid and he didn’t thank me. I spent nearly an hour on the phone with a pretty senior-level person providing ideas and advice and heard nothing back. Anyway, a good learning from next time is to include that language in future ambassador groups—that if… Read more »

ginidietrich Awwww, shucks. Thanks.

JoeCardillo Yes…many, many people cheat. But, I don’t have a quarter of a million dollars so I’ll have to do it ethically.

RobBiesenbach He didn’t thank you? I’m astounded.

RobBiesenbach ginidietrich  I always file that away when people can’t be bothered to help, it’s information for the future for sure. Also, jab jab jab jab jab jab jab jab jab jab, right hook. =)

EdenSpodek Yes, Eden! Long ago I was promoting a show I was in and a friend wrote back a single word: UNSUBSCRIBE!! She had a point, I suppose. Maybe my promotion had gotten out of hand.
But then she starts sending me emails promoting HER shows. After that, I never went. When you’re on my blacklist, you’re pretty much there for a decade or so, which is as long as it takes me to forget or get over it.

ginidietrich mine too! 😉