Past: Stewarded support and infrastructure issues and concerns to relevant internal teams and responses and updates to external community. Ambassadorship was on more of a micro community level rather than a macro community and business level.
Present:Stewards large community issues, pain points, needs, wants, and general feedback inside the walls of the organization. Also stewards company initiatives to community.
Future: Powerful, influential, and connected. Familiar to customers and internal teams, and are trusted to get things done and tell it like it is for benefit of community and brand.
Past: Facilitated story creation through activating community discussions, sharing member stories within the community. In the past, storytelling on an internal level wasn’t heavily emphasized.
Present: Seeks out and shares the most relevant and meaningful stories of community members with the entire community and within company walls.
Future: Will be soughtout more heavily and will work to show internal and external community players not only how things are being done, but why they’re being done and their impact on the bigger picture.
Past: Represented companywithin confines of the online community, not necessarily in a larger context (i.e., offline, across other forms of media).
Present: Represents brand message, promise, tone, and experience. We are the moving, dynamic face of our brand and everything it stands for.
Future:Brand will be represented by every employee. Faces of the brand will be human and diverse, not required to be on-brand 100% of the time or know all the answers but will be honest and multi-faceted.