The document discusses how to build and manage an effective ambassador program by leveraging an organization's most engaged community members. It recommends starting small by identifying super fans within existing online forums or communities. The program should then grow gradually over time through clear communication, recognition of ambassadors, and by empowering ambassadors to promote the organization's message in their own words within set guidelines. Building the program requires a long-term time commitment from the organization to cultivate relationships and momentum.

1. Finding, Embracing and Engaging
your Biggest Fans
Bea Dominguez
Online Community Curator
bea@techsoupglobal.org
@trichetriche

2. Today’s Agenda
• TechSoup’s Forum Royalty – How forums
helped inspire our own Ambassador Program
• Lessons Learned - Steps to Build and Manage
and Ambassador Program
• Open Forum – Moderated Discussion and
Q&A

3. TechSoup Forums
• TechSoup forums background
• How we first engaged an identified
the first forum leaders and stars
• Where are we now? What the
TechSoup forums look like today

4. Why Should You Build an
Ambassador Program?
To create an active & passionate community of
followers that can talk about your organization
and can help activate other community
members

5. Building and Managing an
Ambassador Program
1. Make Time, Give it Time
2. Know your Community: Identify Potential
Ambassadors
3. Start Small, Grow Big
4. Communicate & Define Guidelines
5. Recognize your Ambassadors

6. Make Time, Give it Time
Turning active community members into loyal
promoters and evangelists is a focused effort
that will take time. Not only staff time during
the planning and research stage, but also time
to “get going”. An ambassador program takes
time to build momentum and create results, so
be willing to give it the time to reach its full
potential.

7. Know Your Community:
Identify Potential Ambassadors
Chances are you already have people who love
your organization and brand. This inner circle of
super fans are already active and connected.
Who are they? What do they have in common?
What do they need/want?

8. Start Small, Grow Big
You don’t have to have a million members in
your ambassador program. In fact, it is better to
have 10 truly passionate community
ambassadors than 10,000 “meh” members.
However, always think about how you can best
engage those “mehmbers” and move them up
the ladder of engagement.

9. Talk the Talk: Communicate
Effectively with Ambassadors
• Give your ambassadors the tools to
communicate your message effectively
and give them the freedom to make the
message their own.
• Give guidelines, but don’t restrict.

10. Recognize your Ambassadors
• Help them build their network: Connect them
with advocates and leaders, and create ways
for them to connect with each other
• Create exclusive ambassador experiences &
perks
• Encourage/further their learning
• Recognize their leadership. Feature them on
spotlights and thank them often