Begin by identifying the right people for your program. What sector of your population do you want to target? Do you want top influencers, leaders, customers, partners, vocal community members or event organizers? What makes them champions? Is it tenure, product knowledge, engagement and activity, or your relationship with them?
You need to think about what kind of people you want representing your brand, what kind of tasks they are going to be required to perform, and what skills or traits they will need in order to perform those tasks.
Refer back to your planning document and fill in the objectives, tasks and skills sections.
Most people can learn the necessary skills to competently answer support questions or moderate a forum community, but true leaders are more difficult to find. Superusers need to be effective when it comes to forming and nurturing relationships (both with other members and with your organization), modeling behavior, commanding respect and motivating their peers.
You need people that share your brand’s vision – people you can trust to act as a public-facing extension of your organization.
Select a diverse group that represents the full range of member archetypes. This helps the group to gain the trust of other members across the spectrum. The outcome will be a community that feels well represented, and advocates that feel validated.