The Apple Music Ambassadors Use Twitter to Promote the Service
Katherine Pendrill — July 13, 2017 — Marketing
References: appleinsider & 9to5mac
In an effort to promote its streaming service, Apple has hired a third-party marketing company called Social Chain to begin hiring Apple Music Ambassadors at universities across the UK. However, instead of simply running on-campus events or handing out flyers, all of the marketing efforts on concentrated on social media.
The Apple Music Ambassador program involves students sharing links to various Apple Music content on Twitter. Each ambassador is given a unique affiliate link, which is programmed to track the number of people that the ambassador recruits. Based on the number of other people they convince to sign up for the service, these ambassadors can receive rewards such as a 3 months of free Apple Music of other branded perks.
With many of the Apple Music Ambassadors having been hand-picked by Apple to leverage their online following to promote the service, the program demonstrates how campus marketing has shifted to social media.
The Apple Music Ambassador program involves students sharing links to various Apple Music content on Twitter. Each ambassador is given a unique affiliate link, which is programmed to track the number of people that the ambassador recruits. Based on the number of other people they convince to sign up for the service, these ambassadors can receive rewards such as a 3 months of free Apple Music of other branded perks.
With many of the Apple Music Ambassadors having been hand-picked by Apple to leverage their online following to promote the service, the program demonstrates how campus marketing has shifted to social media.
Trend Themes
1. Social Media Ambassador Programs - Businesses are leveraging the online influence of social media users to promote their brand and offerings through ambassador programs.
2. Micro-influencer Marketing - Companies are targeting individuals with smaller but more engaged social media followings to promote their brand, as opposed to using high-profile influencers.
3. Affiliate Marketing on Social Media - Businesses are using affiliate marketing programs on social media to incentivize users to promote their products or services to their followers for a commission or reward.
Industry Implications
1. Streaming Services - Streaming services, like Apple Music, can leverage social media ambassador programs to expand their customer base and drive subscriptions through word-of-mouth marketing.
2. Marketing Agencies - Marketing agencies can help businesses create and manage social media ambassador programs to drive brand awareness and sales through targeted and authentic influencer marketing.
3. Higher Education Institutions - Higher education institutions can collaborate with businesses to provide valuable marketing and branding opportunities for students through social media ambassador programs and sponsored events.
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