Incandescent Marketing

No.10 rule for a BA program:
CREATE DIFFERENT SUBTEAMS ALL THE TIME.

It is important to give everyone on the team a reason to work with everyone else. Cliques happen when the team structure is rigid. Think inside your organisation - if cliques happen there, as a program manager you have the power to prevent them in a BA brand community.

Rule no.9 for a Brand Ambassador program:
ALLOW UNSTRUCTURED TIME TOGETHER.

You, Brand Ambassadors and prospects are aiming to create a reall community. Therefore, remember to allow enough time for the community stuff to happen.

Rule #7 for brand ambassadors program coordinators who are naturally friendlier than most other professionals: DON'T BE TOO SOFT.

It's good to begin by cooperating and assuming trust, but if not reciprocated, discuss and create a more mutually beneficial situation.

Rule #6 addresses corporate brand managers or event managers who have to deal continuously with both internal work processes and real-life brand ambassadors:
CHECK THAT CORPORATE OBJECTIVES & PROCESSES DO NOT GET IN THE WAY.

Don't remember at all times that the corporate marketing world is totally different from a BA's life.

Rule no.4: CLARIFY MUTUAL EXPECTATIONS

Be explicit how you work together with Brand Ambassadors and what you (as an agency or marketeer) will deliver to one another.