Building Successful Superuser Programs

Best Practices

Benchmarking best practices




World Class

Communication * A complete lack of communication, leaving users confused and unsure what is expected.

* Ad-hoc communication via the main community platform.

* A private forum or area on the main community platform.

* Regular unscheduled contact from the program manager.

* A dedicated real-time communication tool (e.g. Slack or Mobilize).

* Regular scheduled email or on platform communication initiated by program manager.

* Scheduled monthly calls or Skypes with program manager.

* Dedicated real-time communication tool (e.g. Slack or Mobilize).

* Annual in person workshops.

External Program Documentation – Casual or no formal documentation.

* Documentation that is difficult to find.

* Documentation around expectations, incentives and a Code of Conduct readily available to members. * Formal documentation around application processes, selection criteria, time commitments, expectations, incentives, Code of Conduct, and removal policy, available to members in a private forum. * A central repository of publicly available documentation around application processes, selection criteria, time commitments, expectations, incentives, Code of Conduct, and removal policy.

* Include revision dates.

Member Selection and Application Process * No formal application or nomination process, making it difficult or awkward for potential members to join.

* Ad-hoc selection based on personal relationships, with no documentation.

* Publicly documented application or nomination process.

* A list of member traits or requirements.

* Publicly available nomination or application form.

* Documented process including timeframes and a contact.

* Publicly documented application or nomination process.

* Accessible form gathering all data required for future planning (including motivations for applying).

* Timely and ongoing communication with applicants, regardless of outcome.

* A publicly available description of the selection criteria, including any weighting algorithm (note: not always appropriate if gamification is a concern).

Onboarding * An informal process and/or unreliable communication, leaving new members feeling unsupported and unsure about what tasks or responsibilities they are expected to perform. * No formal process but clear and regular communication. Members need to take the initiative to ask questions and instigate action. * A clear induction process including introductions to key staff members, other program members, communication channels and escalation processes. * A personal call to understand goals and motivations.

* A welcome pack including training material, style or voice guides, content templates, role descriptions, benchmarks, metrics, KPIs, learnings.

* Introduction to a buddy or program mentor.

* An introduction to the wider organisation with direct support channels where appropriate.

* An early token of respect and appreciation (e.g. implementing feedback, swag).

Incentives * Not delivering on promised incentives, resulting dissatisfaction and a breakdown of trust. * No documented incentives, but an informal process of rewarding members e.g. running competitions for prizes. * Clearly documented incentives which are tailored to the audience and delivered when promised. * Incentives which support members to be better at what they want to do (e.g. training in relevant fields, collateral for self-marketing)

* Incentives which are tailored to the individual member’s needs (e.g. personalised swag).

Structure and Roles * An unclear definition of structure, hierarchy or roles, leaving members unsure about responsibilities or the chain of command. * A documented hierarchy with differentiated responsibilities (e.g. an engagement specialist, someone tasked with responding to unanswered questions, product testers). * A structure (either tiered or flat) of roles, taking into account the strengths and motivations of the individual members.

* A clear job description for each role, outlining responsibilities, and expectations.

Resources * Some dedicated community resource.

* A small budget for incentives.

* Access to reporting resources.

* 50% of one community FTE while establishing the program.

* 10-20% of one community FTE once the program is established.

* A moderate budget ($100-500 per member annually) for incentives.

* Access to reporting resources.

* A private forum or similar communication platform.

* A dedicated member of the community team available at all times (in each geographic region if applicable).

* A CRM to keep track of members, their abilities, interests, motivations, skills.

* Financial resources for swag, dedicated software, events, gifts, travel.

* Access to reporting and technical resources.

Metrics * No data collection pertaining to the program, resulting in the inability to communicate program efficacy and assign resource. * Access to data which anecdotally or indirectly demonstrates the value of the program. * Readily available data from the user platform and the ability to segment by user group. * Pre-defined key metrics tied directly to the primary objective/s of the program.

* Data pulled from external platforms to support efficacy, if appropriate.



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