What are Community Groups?

To help you build and maintain a healthy, sustainable influencer marketing program, Tribe Dynamics developed Ambassador Community Groups which automatically segments influencers you're tracking into groups based on their posting behavior over time.

The goal of the Community Groups is to allow you to see the proportion of your Ambassadors who are posting consistently, and to help you increase this proportion through targeted activation.

Below, we've illustrated how the Community Groups describe your Ambassadors' relationship with the brand. Please note that the time periods can be flexible, so you can measure weekly, monthly, quarterly, or even annual retention amongst the influencers in your account.

What does this framework allow me to focus on?

Ambassador Community Groups allow you to track and report on your progress towards promoting consistent posting activity from the creators in your community. Our research has shown that influencers who post about your brand regularly are your most effective advocates, and recruit new brand fans with their enthusiasm, sparking community growth. Leveraging this insight, we developed these Groups to help you build effective influencer marketing programs by providing clear Ambassador segments that you can target different types of relationship-building activities.

The specifics on how your brand can increase Ambassador Retention likely depend on your the constraints of your brand's influencer strategy, but the overarching goal should always be to drive your Ambassadors towards the Retained Group, as outlined in the illustration above.

Where can I make use of Community Groups in the software?

There are two places where you can leverage this framework in your Tribe Dynamics account:

① Brand Buzz - Reporting and Acting on Retention Metrics

Depending on your selected date range, the software will automatically assign Ambassadors who posted both in the period you've selected, as well as the corresponding prior period, to the Retained Group, Similarly, those Ambassadors who posted within your selected period, but not the corresponding prior period, will be assigned to the New Group.

You'll also have access to those who didn't post this period, but posted in the prior period via the Lost Group. To view this group and the content that they created in the prior period, try toggling off Retained and New.

② Ambassadors - Segmenting your influencer community
The software will automatically segment all of the Ambassadors you are following in your account into the Retained, New, Lost, or Potential Groups based on the last 3 months of posting behavior compared to the prior 3 months.

Note that Brand Buzz Groups can be defined on flexible date ranges, whereas the Groups on the Ambassadors page will be defined based on fixed, 3-month periods.

The views are updated on an ongoing basis as your dashboard collects posts. This means that a Potential Ambassador is re-assigned to the New Ambassador category once new content is collected. Similarly, a New or Lost Ambassador becomes a Retained Ambassador once content is collected in a the current period.

Ambassadors who do not post consistently will likely slip into the Lost and Potential categories, so we recommend planning targeted re-engagement Campaigns on a regular basis to ensure that your brand is maintaining or growing your Retained Group.

How do I leverage the Community Groups in my program?

Toggling a group "off" will exclude them from the list. Layer filters on top of the Group selections to further define and target segments within your Ambassador community. Below are some thought starters on how you might deploy Community Groups when reporting or building Ambassador lists for your future activations.

Reporting on weekly, monthly, or quarterly retention

When reporting on your program, leverage the Community Groups on Brand Buzz to measure changes in your Ambassador retention and their impact on top line metrics by applying the below filters:

Toggle off the New group to report on the contributions of your Retained group
Toggle off the Retained group to report on the contributions of your New group

Measuring Campaign impact

Let's say you wanted to show the impact of a recent initiative on your community retention; you could do so by going to Brand Buzz and filtering for:

Date Range Last 30 Days
Where Campaign Participation "Campaign Name" is true

Identify your `Lost` Ambassadors

If you want to re-engage your Lost Ambassador to bring them back into your Retained community, you can adjust to your desired date range on Brand Buzz and:

Toggle off both the New and Retained Groups

Rewarding your organic creators

You may have recently followed some Ambassadors because they've mentioned your brand, and you haven't had a chance to activate them yet. Next time you're building an Ambassador list for an initiative, try filtering for:

Date Range Last 30 Days
Leave both the New and Retained Groups toggled on
Filter for Campaign Assignment is Empty

Cleaning up your account

If you are looking to see which Ambassadors have not posted about your brand in over a year, you can

Set the appropriate Date Range (e.g. Year to Date or a Custom Range for the past 12 months)
Toggle off the New and Retained group
Where Campaign Assignment is any of Select all Campaigns from the last Year (i.e. they have been engaged in one or more recent activations)
Review the Ambassadors who have not posted, despite being activated
Unfollow selected Ambassadors

Looking for more guidance?

For more reading material, read about specific recommendations for activating (or re-engagement) each Community Group: