{"id":1959,"date":"2017-06-19T05:36:48","date_gmt":"2017-06-19T05:36:48","guid":{"rendered":"http:\/\/feverbee.staging.wpengine.com\/superusers\/?p=1959"},"modified":"2017-06-19T05:36:48","modified_gmt":"2017-06-19T05:36:48","slug":"success-factors","status":"publish","type":"post","link":"https:\/\/www.feverbee.com\/superuser\/success-factors\/","title":{"rendered":"Success Factors"},"content":{"rendered":"<section class=\"content standard\"><div><\/p>\n<p><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\">Success Factors<\/h1>\n<h5 style=\"text-align: center\">Building Superuser Programs That Succeed<\/h5>\n<p><\/aside><\/p>\n<p><article class=\"\"><\/p>\n<h3>There are many different ways to run a superuser program, but there are a few factors that the successful ones have in common. <\/h3>\n<h2>Have processes in place to measure success<\/h2>\n<p>Tracking metrics from the day you launch sounds logical, but it\u2019s amazing how many organizations don\u2019t. It is important to benchmark your baselines before launch so that you have comparative data down the line. Many established programs publicize \u2018success\u2019 metrics but very few demonstrate value that can be attributed directly to their program. If the desired behavior was occurring prior to launch you need to be able to demonstrate that the program drove effective growth. For instance, if your program objective is to stimulate engagement you need to record engagement levels before launch to have comparative data.<\/p>\n<p>Many organizations claim to be tracking data, but are vague when pressed on details. Frequently they will provide growth statistics as a percentage but aren\u2019t transparent around how many data points are included or how the data was gathered.<\/p>\n<p>Successful programs can clearly demonstrate their value to both the organization and their wider audience. If you can\u2019t sell the benefits to the wider organization you won\u2019t have the support of stakeholders. If you can\u2019t demonstrate the value of membership to your ambassadors, they won\u2019t stick around.<\/p>\n<p><div class=\"boxout table\"><\/p>\n<p><em>&#8220;The program was formalized when it became clear that the benefits of being of a Super User were intangible (feedback gleaned by mods when they reached out to super users).&#8221;<\/em><\/p>\n<p>Spotify Rockstars<\/p>\n<p><\/div><\/p>\n<p><\/article><\/p>\n<p><\/div><\/section>\n<section class=\"content flipped grey\"><div><\/p>\n<p><aside class=\"\"><br \/>\n<div class=\"boxout quote\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-info.png\"\/><\/p>\n<p><em>&#8220;I\u2019ve learnt that you have to refresh your scheme and its members regularly. Research what does and doesn\u2019t work for other schemes. I\u2019m in the process of doing a full overhaul of our scheme \u2013 how we market it to our visitors to maximize conversion from the first time visitor to super user.&#8221;<\/em><\/p>\n<p>Stephen Fell \u2013 TalkTalk<\/p>\n<p><\/div><br \/>\n<\/aside><br \/>\n<article class=\"\"><\/p>\n<h2>Test and Iterate<\/h2>\n<p>It is highly unlikely that you\u2019ll write and execute a perfect strategy on the first run. As with any community based project, it is easy to make assumptions about what members will want or how they will behave.<\/p>\n<p>Programs that last the distance are managed by people that aren\u2019t afraid to try new ideas and throw them away if they don\u2019t work. Think of your program as a product \u2013 commit to an ongoing cycle of testing and iteration.<\/p>\n<p>As your program grows, the needs of your members will change. Think of new ways to involve them and to leverage their expertise.<\/p>\n<p><div class=\"boxout table\"><\/p>\n<p><em>&#8220;Programs that last the distance are managed by people that aren\u2019t afraid to try new ideas and throw them away if they don\u2019t work. Think of your program as a product \u2013 commit to an ongoing cycle of testing and iteration.<\/p>\n<p>As your program grows, the needs of your members will change. Think of new ways to involve them and to leverage their expertise.&#8221;<\/em><\/p>\n<p>Claudius Henrichs \u2013 Skype<\/p>\n<p><\/div><\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n<section class=\"content standard\"><div><br \/>\n<aside class=\"\"><br \/>\n<div class=\"boxout quote\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-info.png\"\/><\/p>\n<p><i>\u201cPrograms like this succeed if they can offer value for the business and for the audience. You can\u2019t force people to change their behavior \u2013 success comes from harnessing existing behavior.\u201d <\/i><\/p>\n<p>Ro Hensley \u2013\u00a0Vinted<\/p>\n<p><\/div><br \/>\n<\/aside><br \/>\n<article class=\"\"><\/p>\n<h2>Don&#8217;t have a program just because you think you should<\/h2>\n<p>It is amazing how many organizations decide to start an ambassador program with no real vision of why or what. They put together vague (or no) guidelines, shoulder tap members to join, and then leave them floundering around, unsure of what to do.<\/p>\n<p>Successful programs are either designed to solve a challenge (low engagement, driving referrals, finding reliable content sources) or used to harness and encourage healthy behavior that is already being demonstrated.<\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n<section class=\"content flipped grey\"><div><br \/>\n<aside class=\"\"><br \/>\n<div class=\"boxout quote\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-info.png\"\/><\/p>\n<p><em>\u201cI have yet to see a superuser program be sustained if there is not SOMEONE at some percentage staying &#8220;in charge&#8221; of the superuser program.\u201d<\/em><\/p>\n<p>Doug Whittle \u2013 SAP <sup>1<\/sup><\/p>\n<p><\/div><\/p>\n<p><sup>1<\/sup> <a href=\"http:\/\/sapinsider.wispubs.com\/Assets\/Q-and-As\/2011\/October\/Building-Super-User-Programs-QA-with-Doug-Whittle-transcript\">SAP insider<\/a><\/p>\n<p><\/aside><\/p>\n<p><article class=\"\"><\/p>\n<h2>Work hard to maintain relationships<\/h2>\n<p>Superuser programs are all about strong, trust based, mutually beneficial relationships. It is these relationships that are at the heart of every successful program. Programs that do well tend to be affiliated with community-centric brands. <\/p>\n<p>People will work hard for you if they feel an affinity for the brand and the teams behind the brand and they want to see the brand and\/or teams succeed. <\/p>\n<p>Have a primary contact \u2013 someone that cares about the community and takes a personal approach. Many programs flounder when organizations restructure, especially if there is no clearly defined ownership of the program.<\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n<section class=\"content standard\"><div><br \/>\n<aside class=\"\"><br \/>\n<div class=\"boxout quote\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-info.png\"\/><\/p>\n<p><i>\u201cWe overhauled our program because we needed to ensure we had ways to measure success, had the tools to simplify daily tasks (CRM tools, reporting, etc) and that our program strategy always aligned with business objectives.  It was incredibly important that the programs had the right balance of fun and value (for both the members and the company).  Previously, we were heavily tilted towards fun, without enough value.\u201d <\/i><\/p>\n<p>Ro Hensley \u2013\u00a0Vinted<\/p>\n<p><\/div><br \/>\n<\/aside><br \/>\n<article class=\"\"><\/p>\n<h2>Align member success with the organizations objectives<\/h2>\n<p>Smart programs align the ambassadors\u2019 primary motivations with the company\u2019s main objective. <\/p>\n<p>For example, Hootsuite\u2019s ambassadors are becoming better at social media while advocating for the brand at HootUps. The relationship is symbiotic and intrinsically motivating. The key here is identifying the right people for the role, and making an effort to deeply understand their motivations.<\/p>\n<h2>Get to the bottom of member motivations<\/h2>\n<p>Start by deciding on what kinds of people you want in the program and then figure out what motivates them. <\/p>\n<p>Google talked to their users and found that they were motivated by respect, recognition and access. They ensure that they continue to reinforce that message by using those words when talking about the program. If your members are looking at advancing their career, give them a title or certification for their resume. Or to take it one step further, employ members from your program. Salesforce frequently employs people that start out as MVPs.<\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n<section class=\"content flipped grey\"><div><br \/>\n<aside class=\"\"><\/p>\n<p><div class=\"boxout quote\"><img decoding=\"async\" class=\"boxoutIcon\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/themes\/feverbee-superuser-microsite\/images\/boxout-icon-info.png\"\/><\/p>\n<p><em>&#8220;Another problem with the program is that there are no assigned tasks or expectations. It is just a place for high-usage users to chat about their experiences within their carpools. The aim is to build it into an acquisition and influencer program.&#8221;<\/em><\/p>\n<p>Adam Faludi \u2013 Scoop<br \/>\n<\/div><\/p>\n<p><\/aside><\/p>\n<p><article class=\"\"><\/p>\n<h2>Create structure and stick to it<\/h2>\n<p>Think of your program as you would any business partnership. You need to come across as professional because people are hoping to learn from you. Clearly define your objectives, guidelines and expectations, and communicate those to your members. You want members to be proud and vocal about your program, not just your brand.<\/p>\n<p>Make the program sustainable by under promising and over delivering. Going in unprepared and failing may damage future efforts. <\/p>\n<p>Have clear lines of communication. Perform regular check ins to support the health of the community and keep members connected. Regular communication means that you can keep tabs on members, ensure that the brand messaging is on point, and get a jump on potential problems before they happen.<\/p>\n<p><\/article><br \/>\n<\/div><\/section>\n<section class=\"content standard\"><div><br \/>\n<aside class=\"\"><br \/>\n<img decoding=\"async\" src=\"https:\/\/www.feverbee.com\/superuser\/wp-content\/uploads\/sites\/4\/2017\/06\/promote.png\"><\/img><br \/>\n<\/aside><br \/>\n<article class=\"\"><\/p>\n<h2>Promote your program<\/h2>\n<p>If people don\u2019t know about your program, a large part of the value is lost. Those motivated by status won\u2019t have that motivation satisfied, and you\u2019ll have a very limited pool from which to recruit. <\/p>\n<p><div class=\"boxout table\"><\/p>\n<p><em>&#8220;I think now that we have officially launched, the biggest problem I&#8217;m facing is awareness both from customers\/potential advocates but also internally. I&#8217;m considering changing how we communicate the existence of the program and the audiences we target.&#8221;<\/em><\/p>\n<p>Robyn Jordan \u2013 New Relic<\/p>\n<p><\/div><\/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-1959","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\/1959","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=1959"}],"version-history":[{"count":0,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/posts\/1959\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/media?parent=1959"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/categories?post=1959"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.feverbee.com\/superuser\/wp-json\/wp\/v2\/tags?post=1959"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}