Something we noticed while undertaking this research is the interchangeable way keywords are often used. It can all get a bit confusing. Before digging into the different types of programs, let’s define our terms.

Many brands have unique names for their programs. However, there are four terms that come up frequently when referring to the type of person the various programs target.

Let’s examine those:

• An advocate is someone who proactively defends, promotes and participates in the public conversation for an organization, brand or product in a positive way. They usually do this with no interference from the brand.
• An ambassador is a representative or promoter connected in some way to an organization, brand or product, usually with the goal of increasing brand awareness or sales.

Ambassador programs like Lululemon Ambassadors and Scoop Company Captains are about spreading brand recognition and often focus on bringing in referrals or leads. They tend to incentivise members to encourage a specific behavior.

Lululemon selects sportspeople with high public profiles as ambassadors and give them free clothing to wear at events which they host, or while working out. The primary objective is brand recognition.

Scoop financially incentivise drivers to act as internal spokespeople for the car-pooling service within their workplace or location.

Ambassador programs like the examples above can’t be classified as (and for legal reasons shouldn’t be referred to as) ‘volunteer’ programs because there are financial incentives.

Superuser or top contributor programs usually focus on digital engagement. This may mean content creation or answering questions via forums or social channels. Some extend to in-person engagement such as hosting meetups or events.

In some cases people apply to become members and have to meet expectations or achieve goals in order to stay. AllRecipes Allstars and Yelp Elite are two examples of Super User programs with formalized applications and performance requirements.

In others, like Dell EMC Elect and Magento Masters, members are chosen based on the merits of their past activity and are retrospectively rewarded for that behavior.

Done right, superuser programs can solve many challenges. The first step on the road to success is deciding which kind of program will solve your challenge.

¹Setting expectations needs to be done with caution in order to avoid illegalities surrounding employment law. See Legal Considerations for more information.