In December 2021, Andy Guttormsen, Circle’s co-founder, and Mathilde Leo, the community lead, asked me how I’d approach building a super user program for their product (which I use literally every day). As I thought about this question — both as an active participant of many online communities and the creatorof my own at Soapbox Project — is that it’s not new to me at all — I’ve been a super user for over a decade! And I didn’t even realize it!

Story time will come later on, though. Let’s start with grounding ourselves in some common language.

If you’re not familiar with what a super user program is, check out this post by Feverbee. Here’s how I’m defining some key terms:

Later in this post, I’m going to tell you a story as promised. It’s cute, unexpected, and demonstrates how much value you can provide as a community steward when you recognize the members who are contributing beyond your wildest dreams.

Let’s get started! Here’s what to expect.

Getting clear on the problem is key to launching a super user program. Pinpoint what your community is already solving for specific members, what these members are missing, and the delta between the two! Here’s how I would go about it.

Here are two examples using the community I’ve started and a community I consider myself a super user of:

Example 1: Soapbox community

Example 2: Circle community

Now you try!

Make sure you’ve duplicated this resource in Notion to get the most value out of it.

Someone who...

✅ Posts a lot (digital forum)

✅ Attends a lot (events attendance)

✅ Does a lot (gives feedback, connects 1:1 with members, speaks at events)

When you determine eligibility, you can use specific criteria for your super user program. E.g. they must have done one of the following in the past six weeks 1) posted/commented in the community, 2) attended an event, or 3) connected 1:1 with another member

This can be different based on what your community is and does. If you already have a recognition system for members, like badges or points on a leaderboard, this can help guide you to find your existing super users.

Let me tell you a story.

In 2012, I started my first job ever. A friend told me that Camp Galileo was hiring and that I should apply (I’d worked with kids in a volunteer capacity for 5+ years by this point).

So I applied. A magical journey began.

The summer of 2012 changed my life. I never expected it to be more than a job, and I sure as hell never expected to come back to it, because I was on the Corporate Path to Success.

I worked there for 5 summers. And last year, the CEO Glen Tripp called me to ask if I would throw my hat in the ring for the Seattle Territory Director as they expand their reach. (I obviously didn’t get it because I am NOT as much of an experienced badass as Jill Reimer, but the fact that I was asked?!?!!?!)

How did this happen?

Well, lots and lots of magic and fun. And most importantly, connection.

The summer of 2012, I made friends I’m still in touch with. I was a mere Summer Intern but people checked in on me! Listened to the challenges I was facing! Heard my insecurities and gave me tools to address them!

The next summer, my camp director (Michael Lane, the best boss I’ve ever had) approached all us returners during training. He gave us a new assignment: SECRET BUDDIES.

Each of us returning staff was assigned 3 names of new staff, regardless of their/our experience level in the “real world”. We would sneakily check in on them. Make sure they got what they needed. Listened to the challenges they were facing! Gave them tools to address them!

IMAGINE MY SURPRISE WHEN I LEARNED MY FRIENDSHIPS WERE ORCHESTRATED BY THIS GENIUS PUPPET MASTER!!!

Magic doesn’t just happen. It’s made. And the Secret Buddies mission was grounded in love and collaboration, so it felt like a happy little surprise instead of a weird manipulation tactic.

The last time I worked at Galileo was 2016... but I am STILL active in their network, referring friends, applying for roles, and helping them expand in Seattle (where I live) with any free time I’ve had.

In other words, it’s the most effective super user program I’ve ever been a part of. Or ever even heard of.

Y’all it took me literally all day to figure out how to make this framework stand for BUDDY. I totally cheated on the Y, but it is what it is.

Whether or not you choose to use a Secret Buddy-style framework for your community or not, you want to consider your members’:

as you develop your super user program. Remember back when we talked about who is a potential super user? These are the behaviors you can note down to understand the types of members in your community.

If you want your super user program to go beyond just giving out points and badges, it’s important to understand why these top users are interacting and engaging the way they are! What motivates them to be a leader in the community you’re building?

Finally, what incentives would align with their behavior and continue to motivate them? I’ll reiterate this again below, but it’s important that you understand intrinsic vs. extrinsic motivation and plan incentives that appeal to intrinsic motivation. Otherwise, you run the risk of a community that feels transactional or just plain spammy.

Let’s take the BUDDY framework and apply this to the two communities I’ve been referencing throughout — Soapbox Project’s, which I’m building, and Circle’s, which I actively participate in.

My favorite thing about this super user approach is that it creates a community flywheel and empowers each super user to create more, constantly adding value back into the community you’re stewarding.

Here’s the silly lil flywheel I’m illustrating with the BUDDY framework applied to Soapbox!

Alt text is in the caption. View this in Notion to see the image full-screen.

It’s important to be clear on what your expectations are from your super users and what they will get in return. Rewards should appeal to intrinsic motivation vs. extrinsic. You want to show your super users you appreciate them, but not that you only view them as a resource!

Questions to ask:

Success should be measured qualitatively and quantitatively. Community is a human game, so you do have to capture the ✨vibes✨ you’re putting out.

Here are some guidelines you could use as a starting point. Pleeeeeease contact me if you would add to this!

OOOoooookay that’s it for now!