Building Ambassador Programs in Web3

Introduction to Ambassador Programs

You do not rise to the level of your goals. You fall to the level of your systems. — James Clear, Atomic Habits

Effective ambassador programs are created as a system of empowerment within a community. Founders launch an ambassador program as one of the first steps towards broader community activation. Ambassadors play a central role in community operations by providing onboarding, promoting important events, and fostering a sense of belonging.

Ambassador programs seek to activate the most participatory members of the community. The challenge for Web3 organizations is designing systems that coordinate a wide range of contributors towards a shared mission and vision for the project.

The 90/9/1 Rule of the Internet

• 90% of users are lurkers (i.e., read or observe, but don’t contribute).
• 9% contribute occasionally, but other priorities dominate their time
• 1% participate substantially and account for most contributions.

Each community is unique, and exploring the right fit is based on community culture and will be largely driven by the 10% of active community members.

Community Roles within Ambassador Programs

Effective ambassadors provide consistency across community channels and lay the foundations for later stages of decentralized governance.

• Moderators: They oversee community rules, manage discussions, and keep the community active.
• Content Creators: These ambassadors generate engaging content to educate and inform the community about project updates.
• Event Organizers: They plan and execute events, both online and offline, to foster community interaction and engagement.
• Community Managers: They maintain the health of the community by addressing concerns, facilitating conversations, and ensuring a positive environment.

These roles often involve answering community questions, driving engagement, and providing space for members to connect. A key element is managing announcements and promoting the flow of information which become increasingly challenging and vital as web3 organizations scale.

Sourcing Ambassador Candidates

There are several methods to source candidates for ambassador programs:

• Relationship: Direct recruitment through existing connections. This approach leverages pre-existing trust and familiarity to integrate community members or known individuals to spearhead community initiatives.
• Tiered Acceptance: Create opportunities for community members to submit content and ideas and graduate them through a tiered system of integration.
• Open Application: Encourage applications for potential ambassadors to highlight your importance and skills. This requires a well-crafted pitch to stand out.

There isn’t a set milestone or time for when a project should start an ambassador program. As the community begins to take shape including ambassadors is a way to establish community rhythm and source valuable feedback.

Setting up ambassadors for success requires core teams to implement structure while following up with a series of routines to ensure proper feedback loops.

Founders Operating Checklist

• Define Clear Roles and Responsibilities: Clearly outline the duties and expectations for each role. Provide detailed descriptions and guidelines to ensure everyone understands their responsibilities. Work with ambassadors to take their input on what they believe will be impactful.
• Create a Structure: Establish a structure with lead ambassadors or coordinators for each role. These leads can oversee and manage smaller teams, ensuring smooth communication and coordination. Designate a clear point of contact with a core team member to serve as a program director.
• Set Goals and KPIs: Establish clear goals and key performance indicators (KPIs) for each role. This helps measure success and identify areas for improvement. This could be content production, Discord retention, community activation planning, and more.
• Provide Training and Resources: Offer training sessions and access to resources to ensure ambassadors are well-prepared and confident in their roles. Continuous education helps maintain high standards and effectiveness and serves as additional incentives for their participation.
• Host Regular Meetings and Updates: Hold regular meetings to discuss goals, address issues, and plan upcoming activities. This keeps everyone aligned and informed about the project’s developments.
• Encourage Collaboration: Foster a collaborative environment where ambassadors can share ideas, support each other, and work together on projects. Ensure Ambassadors have a dedicated channel in Slack/Discord/Monday, etc. Teamwork enhances creativity and problem-solving.
• Recognize and Reward Contributions: Regularly acknowledge and reward the efforts of ambassadors. Recognition can be in the form of shout-outs, badges, or other incentives.

Tools and Platforms for Engagement

Discord: Discord facilitates direct interaction between project teams and their communities, offering a space for announcements, discussions, and community support. It is crucial founders and core team leaders take time to engage in community channels here.

Telegram: A messaging app known for speed and security, Telegram allows for the creation of large groups and channels where projects can share updates, engage with their audience. Telegram’s API and bot support also enable automated updates and interactions. Telegram is particularly useful for pushing out announcements to a large community.

Twitter: Despite being a centralized platform, Twitter is crucial for content distribution, engagement, and brand building. It serves as a primary channel for announcements, thought leadership, and community interaction. Building a solid presence on Twitter serves as a top of funnel connection for users to dive deeper into community activities.

Why Programs Vary

Ambassador programs vary widely due to several factors. Diverse objectives, unique cultures, and the distinct roles ambassadors are expected to play. Each program is tailored to meet specific goals such as increasing brand visibility, promoting community initiatives, or offering support. The structure of these programs often reflects the project’s stage of development, with early-stage projects possibly focusing more on grassroots community building and mature projects emphasizing broader outreach and education. The decentralization inherent in web3 allows for more creative and varied approaches to how ambassador roles are structured and rewarded, making each program distinct in its operation and impact.

Conclusion

Whether it’s a small, dedicated group or a large, dynamic team, the principles of shared vision, active engagement, and continuous learning remain the same. By developing ambassadors, founders build not only a community — they enable the future of their project.

We are proud to support founders in crafting these programs and leading them to success. If you’re building in web3 we encourage you to reach out to us.