# Community & Ambassador Program Playbook — Full SOP

> 🌍 **Language / 语言**: [中文](../../SKILL.md) | English | [日本語](../ja/README.md) | [한국어](../ko/README.md)
>
> Complete SOP for community building and ambassador program operations: pre-launch checklist, 6-step community setup, ambassador recruitment & tiered management, incentive design, event operations, content creation systems, health metrics, and governance. Built from Notion (20M users, real ambassador interviews), AFFiNE (60K GitHub stars), Asana Ambassador, and ClickUp Verified programs.

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## 1. Core Objectives & Value Proposition

| Dimension | Description |
|-|-|
| **Core objective** | Mutual Achievement |
| **User side** | Help users build personal influence, ultimately enabling monetization |
| **Product side** | Community-driven global product expansion, creating a user → content → product flywheel |
| **Operating philosophy** | Long-term companionship and co-growth, not one-off traffic harvesting |

### The True Nature of Ambassadors

| Common Perception | Reality |
|-|-|
| Brand evangelists | De facto free outsourced CSM/distributors |
| Motivated by swag | Motivated by KOL growth path + direct founder access + monetization runway |

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## 2. Pre-Launch Conditions

### Checklist (All Must Be True Before Starting)

| ☐ | Condition |
|-|-|
| ☐ | Everyone on the team dogfoods the product |
| ☐ | Product is embedded in internal workflows |
| ☐ | Product has reached "usable" state |
| ☐ | Content hosting capability exists |
| ☐ | Roadmap is shareable externally |
| ☐ | Dedicated team member is assigned |

### Product Stage Assessment

| Stage | Ready? | Strategy |
|-|-|-|
| Cold start (<PMF) | ❌ | Find 100 deep users first |
| Growth stage | ⚠️ | 5-10 seed ambassadors, no KPIs |
| Scale stage | ✅ | Formal program + points system |
| Mature stage | ✅✅ | Full ecosystem + Affiliate |

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## 3. Community Setup: Six-Step Method

### Step 1: Platform Selection

| Platform | Best For | Advantages |
|-|-|-|
| Discord | Developer communities | Rich bot ecosystem |
| Slack | International teams | Mature channel organization |
| Telegram | Real-time discussion | Fast reach |
| Feishu/Lark | Internal-external integration | Product-bound |

### Steps 2-6: Rules → Admin Standards → Sentiment Monitoring → Knowledge Base → Baseline Metrics

**Key Insight on Sentiment Monitoring:**
> Retweet/follow every account that mentions the product. Notion runs automated crawlers to monitor brand mentions. **Consistent output from regular users > single KOL posts.**

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## 4. Ambassador Recruitment & Management

### 4.1 Qualification Criteria (Must Meet Both A + B)

- **A:** Demonstrated ability to organize events/activities
- **B:** Content creation capability (video / writing / templates — pick one)

> Quality > Quantity: Notion has hundreds of nominal ambassadors, but only 25% are truly active.

### 4.2 Tier System

| Tier | Requirements | Core Benefits |
|-|-|-|
| Bronze | Apply and join | Recognition + badge |
| Silver | ≥100 pts/year | Priority beta access + official reshares |
| Gold | ≥300 pts/year | 1:1 access + annual events |
| Platinum | ≥600 pts/year | Custom support + grand prizes + sponsorship |

### 4.3 Point Earning

| Contribution | Points |
|-|-|
| Twitter post (mentioning @official) | 5 |
| Tutorial/long-form article | 20 |
| Video content | 30 |
| Community answer (accepted) | 3 |
| Bug report | 10 |
| Local meetup | 50 |
| Documentation translation | 15 |
| New user referral | 5 |

### 4.4 Churn Early Warning

| Signal | Response |
|-|-|
| No contribution for 2 months | Personal DM outreach |
| Quality decline | Training resources |
| Feeling overlooked | 1:1 meeting + reshare their content |
| Being poached | Provide more resources |

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## 5. Five Pillars of Incentive Design (Notion Insights)

| # | Pillar | Explanation |
|-|-|-|
| 1 | Product is genuinely great | Prerequisite for everything else |
| 2 | Beta priority access | "Insider" feeling |
| 3 | Direct founder conversation | The ultimate incentive |
| 4 | Help them become a KOL | Official reshares + announcements |
| 5 | Retweet everything | Encourages every creator |

> ⚠️ If the product isn't good, nothing else matters.

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## 6. Event Operations

| Type | Scale | Frequency |
|-|-|-|
| Workshop | 20-100 people | 1-2x/month |
| AMA | Unlimited | 1x/quarter |
| User showcase | 50-200 people | 1x/month |
| Ambassador seminar | 10-20 people | Weekly/biweekly |
| Meetup | 10-50 people | As needed |
| Hackathon | Unlimited | 1x/6 months |

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## 7. Health Metrics

| Category | Metric | Target |
|-|-|-|
| Growth | Total members | +15%/month |
| Activity | WAU | ≥30% |
| Content | Weekly UGC | ≥10 posts |
| Support | Response time | ≤24h |
| Ambassador activity rate | — | ≥25% |
| Churn rate | — | ≤20%/year |

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## 8. Governance & Risk Control

| Severity | Behavior | Action |
|-|-|-|
| Minor | First violation | Private communication |
| Moderate | Repeated violations | 1-month suspension |
| Severe | Fraud/harassment | Immediate removal |
| Critical | Illegal/scam | Legal action |

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## 9. Notion Core Insights — Top 10

1. Don't promote the ambassador program until the product is usable
2. Internal team dogfooding = signal that commercialization is ready
3. Ambassadors are essentially "free outsourcing" wrapped in values
4. Roadmap can sell the vision but must deliver on time
5. Retweet/follow every brand mention
6. Build crawlers to auto-monitor brand mentions
7. Qualification: A (event organizing) + B (content creation) both required
8. Hundreds in name, only 25% truly active
9. Set role models → gives others clear direction
10. Strongest incentive: direct conversation with the founder

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*Built from Notion (20M users), AFFiNE (60K stars), Asana Ambassador, ClickUp Verified. By @WeiYipei.*