{"id":1913,"date":"2017-06-06T07:16:06","date_gmt":"2017-06-06T07:16:06","guid":{"rendered":"http:\/\/feverbee.staging.wpengine.com\/superusers\/?p=1913"},"modified":"2017-06-06T07:16:06","modified_gmt":"2017-06-06T07:16:06","slug":"structure","status":"publish","type":"post","link":"https:\/\/www.feverbee.com\/superuser\/structure\/","title":{"rendered":"Structure"},"content":{"rendered":"<section class=\"content standard\"><div>\n<aside class=\"\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1533\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/uploads\/sites\/4\/2016\/10\/feverbee-logo-yellow-1.png\" width=\"116\" height=\"100\" \/><\/p>\n<h1 style=\"text-align: center\">Structure<\/h1>\n<h5 style=\"text-align: center\">Planning<\/h5>\n<p><\/aside>\n<article class=\"\">\n<h3>Once you\u2019ve established your objectives and defined what success will look like you\u2019re ready to figure out how to structure your program to best achieve those goals.<\/h3>\n<ul class=\"simple\">\n<li>How many program members do you need?<\/li>\n<li>Will all members perform the same role and have the same responsibilities?<\/li>\n<li>Do they all carry equal responsibility for achieving your goal?<\/li>\n<li>Are there ranks that members can work their way up through?<\/li>\n<li>Will you need separate groups or teams to cover different areas or tasks?<\/li>\n<li>How will those teams interact?<\/li>\n<\/ul>\n<p><\/article><br \/>\n<\/div><\/section><br \/>\n<section class=\"content flipped grey\"><div><\/p>\n<aside class=\"\"><\/p>\n<p><div class=\"ctaDownload \"><a href=\"http:\/\/superuser.feverbee.com\"><span>Download Template<\/span><\/a><\/div><\/p>\n<p><div class=\"boxout warning\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-warning.png\"\/><\/p>\n<p>A hierarchical structure works well in large established programs where the level of responsibility is high and depth of knowledge takes time to acquire. It is also a good choice for communities that respond favourably to gamification.<\/p>\n<p>It won\u2019t work well in small programs or those with only one role or task set.<\/p>\n<p><\/div><\/p>\n<p><\/aside>\n<article class=\"\">\n<h2>Hierarchical Structure<\/h2>\n<p>Hierarchical programs have several tiers and are structured according to member experience or tenure. Members work their way up through the ranks as they gain experience.<\/p>\n<p>Here are some examples of hierarchical structures:<\/p>\n<hr \/>\n<h3>GOOGLE TOP CONTRIBUTORS<\/h3>\n<p><a href=\"https:\/\/topcontributor.withgoogle.com\/\">Google Top Contributors<\/a> are recruited from the Google Help Forums. Members who perform well move up through the ranks. This is a good example of a self-sustaining and scalable structure, with top-ranked members recruiting and mentoring new members.<\/p>\n<div class=\"boxout table\"><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"33%\"><strong>Rising Stars<\/strong><\/td>\n<td width=\"33%\"><strong>Top Contributors<\/strong><\/td>\n<td width=\"33%\"><strong>Mentors<\/strong><\/td>\n<\/tr>\n<tr>\n<td>The first step in the program. Rising Stars help others by answering questions in the <a href=\"https:\/\/productforums.google.com\/forum\/#!forum\/en\">Google Help Forums<\/a> and <a href=\"https:\/\/goo.gl\/helponsocial\">Help on Social<\/a>. They are generally shoulder tapped by Mentors and asked to join the program.<\/td>\n<td>Rising Stars that stand out are invited to become Top Contributors, where they are publicly recognized for their product expertise.<\/td>\n<td>These are experienced Top Contributors who advise Rising Stars and help to recruit others into the program.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/div>\n<hr \/>\n<h3>LITHIUM STARS<\/h3>\n<p>The <a href=\"https:\/\/community.lithium.com\/t5\/Lithium-Stars-program\/ct-p\/Lithium-Stars-Program\">Lithium Stars<\/a> program has three \u2018types\u2019 of membership. Two are hierarchical, based on engagement levels (called Lithium Star Scores) and the third is made up of hand-picked \u2018brand advocates\u2019.<\/p>\n<div class=\"boxout table\"><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"33%\"><strong>All-Stars<\/strong><\/td>\n<td width=\"33%\"><strong>Rockstars<\/strong><\/td>\n<td width=\"33%\"><strong>Heroes<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Top contributors who actively participate in ideation, engage with other customers, share their insights and provide constructive feedback in the Lithium community.<\/td>\n<td>The top 1% of Lithium Certified contributors based on their Star Scores.<\/td>\n<td>Hand-picked brand advocates and influencers in their industry. These are customers that participate in case studies, provide references, attend events, etc. but aren\u2019t necessarily active in the community.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/div>\n<p>One of the most intricate hierarchical based structures that we came across while researching programs is that of <a href=\"https:\/\/foursquare.com\/superusers\">FourSquare<\/a>. They have a 10-level structure where qualification into the lower levels is automated based on activity. Members are handpicked for invitation to levels 9 and 10, where they are considered brand ambassadors and work closely with FourSquare staff.<\/p>\n<p><\/article><br \/>\n<\/div><\/section><\/p>\n<section class=\"content standard\"><div><br \/>\n<aside class=\"\"><\/p>\n<p><div class=\"boxout warning\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-warning.png\"\/><\/p>\n<p>A role based structure works well if you have several products that require specialist knowledge or in situations where the social reach is diverse (e.g. your audience is active on a varying range of platforms or mediums).<\/p>\n<p><\/div><\/p>\n<p><div class=\"boxout example\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-example.png\"\/><\/p>\n<p>You may want to consider recruiting people with specific product knowledge as beta testers, or with a wide social network as influencers or brand advocates. Make sure you provide documentation outlining required knowledge, experience and expectations, so that you match people that are a good fit for the job.<\/p>\n<p><\/div><\/p>\n<p><\/aside><\/p>\n<p><article class=\"\"><\/p>\n<h2>Role Based Structure<\/h2>\n<p>Some programs have a role based structure with teams performing different tasks.<\/p>\n<p>If you choose this structure make sure you recruit based on skill sets or interests. Collect information about prior experience, skills, interests and motivations at recruitment time in order to effectively assign roles.<\/p>\n<p>Here are some examples of role based structures:<\/p>\n<hr \/>\n<h3>SALESFORCE MVPs<\/h3>\n<p>The <a href=\"http:\/\/www.salesforce.com\/mvp\/\">Salesforce MVPs<\/a> program has a complex and well developed structure. It consists of <a href=\"http:\/\/www.slideshare.net\/Salesforce\/mvp-team-structure\">four role-based teams<\/a> that are each tasked with self-managing an aspect of the wider program. This is the ultimate scalable solution.<\/p>\n<p><div class=\"boxout table\"><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"25%\"><strong>MVP Engagement Team<\/strong><\/td>\n<td width=\"25%\"><strong>MVP Mentorship Team<\/strong><\/td>\n<td width=\"25%\"><strong>MVP Care Team<\/strong><\/td>\n<td width=\"25%\"><strong>MVP Strategy Team<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Tasked with maintaining engagement across Salesforce communities and to identify new engagement opportunities for other MVPs.<\/td>\n<td>Tasked with working with the engagement team to identify other MVPs requiring mentorship and with recruiting new MVPs.<\/td>\n<td>Tasked with providing support and assistance for existing MVPs, and structure and guidance for new MVPs.<\/td>\n<td>Tasked with working with internal Salesforce teams to define and execute the MVP program strategy.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/div><\/p>\n<hr \/>\n<h3>MAGENTO MASTERS<\/h3>\n<p><a href=\"https:\/\/magento.com\/blog\/magento-news\/introducing-new-magento-community-initiative-magento-masters\">Magento Masters<\/a> receive recognition based on the type of activity they performed in the past year.<\/p>\n<p><div class=\"boxout table\"><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"33%\"><strong>Movers<\/strong><\/td>\n<td width=\"33%\"><strong>Mentors<\/strong><\/td>\n<td width=\"33%\"><strong>Makers<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Top advocates and ecosystem thought leaders and influencers, delivering best-of-class Magento implementations and advocate for Magento at industry events.<\/td>\n<td>Top contributors to the community, highly active at educating others and developing resources. They have proven expertise on building successful Magento implementations.<\/td>\n<td>Frequent contributors valued by Magento and other community members. Active in the community, sharing ideas, insights, and constructive feedback.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/div><\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n<section class=\"content flipped grey\"><div><br \/>\n<aside class=\"\"><br \/>\n<div class=\"boxout warning\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-warning.png\"\/><\/p>\n<p>Hybrid programs can be structured in many ways to suit many needs but don&#8217;t try one unless you have a large and well established community or pool of potential members from which to draw. You need numbers to support the gamification of a hierarchy within the individual role based subsets.<\/p>\n<p>An overcomplicated structure which depends on a community that hasn&#8217;t reached maturity will put too much pressure on the program, potentially ending in failure.<\/p>\n<p><\/div><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/uploads\/sites\/4\/2017\/02\/Artboard-hawk1.png\" \/><br \/>\n<\/aside><br \/>\n<article class=\"\"><\/p>\n<h2>Hybrid Structure<\/h2>\n<p>The third type of program combines both hierarchical and role based structures.<\/p>\n<hr \/>\n<h3>SPOTIFY<\/h3>\n<p>Spotify have a hybrid hierarchy\/role based model. Staff invite community members into the <a href=\"https:\/\/support.spotify.com\/nz\/using_spotify\/the_user_community\/what-is-the-community-rock-star-program\/\">Spotify Rockstar<\/a> program from the pool of Potential Stars.<\/p>\n<p><div class=\"boxout table\"><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"33%\"><strong>Potential Stars<\/strong><\/td>\n<td width=\"33%\"><strong>Rising Stars<\/strong><\/td>\n<td width=\"33%\"><strong>Rockstars<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Members that are actively helping other customers, gaining kudos, posting accepted solutions, and establishing relationships with Moderators.<\/td>\n<td>Highly engaged Potential Stars who have to pass a test to move into this trial phase. They remain a Rising Star for a minimum of 3 months before being eligible for promotion to a Rock Star.<\/td>\n<td>Official program members receiving full benefits.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/div><\/p>\n<p>Nested within this hierarchy is a role based structure \u2013 Rockstars choose <a href=\"https:\/\/community.spotify.com\/t5\/Spotify-Community-Blog\/Post-of-the-Week-What-s-it-like-to-be-a-Rock-Star\/ba-p\/1027333\">specialized roles<\/a> such as \u2018Idea Guardians\u2019, \u2018Fun Masters\u2019, \u2018Community Mentors\u2019 or \u2018Blog Mavericks\u2019<\/p>\n<hr \/>\n<h3>THERMOMIX<\/h3>\n<p><a href=\"http:\/\/thermomix.vorwerk.com\/service\/online-service\/community\/\">Thermomix<\/a> are working on a super user program structured around research on existing roles.<\/p>\n<p><div class=\"boxout table\"><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"25%\"><strong>Influencers<\/strong><\/td>\n<td width=\"25%\"><strong>Communicators<\/strong><\/td>\n<td width=\"25%\"><strong>Conributors<\/strong><\/td>\n<td width=\"25%\"><strong>Value Makers<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Instead of usual mass marketing, all sales for the kitchen appliance are from word of mouth referrals and sold through a network of advisors who, post sale, also act as <strong>influencers<\/strong> and brand advocates within the community.<\/td>\n<td>When a new model or product is released, <strong>communicators<\/strong> are mobilized to help discuss, review and spread the word.<\/td>\n<td>Once the members become more familiar with the new product content (recipes) <strong>contributors<\/strong> are engaged to provide reviews and votes.<\/td>\n<td>If certain recipe categories are under-developed, <strong>value makers<\/strong> could be incentivized to create new recipes.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/div><\/p>\n<hr \/>\n<h3>VINTED<\/h3>\n<p><a href=\"https:\/\/www.vinted.com\/forum\">Vinted<\/a> had an interesting model. Rather than ranks or tiers within one program they ran two distinctly different programs which complemented each other. The <strong>Brand Ambassadors<\/strong> (60 members globally) were responsible for running meet-ups with the twin objectives of strengthening the brand and and acquiring new members.<\/p>\n<p>A separate recognition program called <strong>Top Sellers<\/strong> (15k members globally) was tasked with creating content for the Vinted site. There was a subset of Top Sellers called <strong>Trendsetters<\/strong>. They were influencers with a much larger social media following and were deployed to run workshops for Brand Ambassadors. These workshops were aimed at helping the ambassadors \u201cmove up the foodchain\u201d in a similar way that the Salesforce MVP Mentorship team supports and trains other program members.<\/p>\n<p>A hybrid structure such as the Vinted model works to support the scalability of your program. Hybrid structures tend to work better in established environments where the values and motivations of members are well understood.<\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1913","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/posts\/1913","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/comments?post=1913"}],"version-history":[{"count":0,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/posts\/1913\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/media?parent=1913"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/categories?post=1913"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/tags?post=1913"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}