It’s a green day! It’s a red day! No matter where you wake up in the world, your first glance at the crypto market’s movement will give you a glimpse into what kind of day you’re going to have. Will it be a GIF party with dancing girls and rocket ships? Or, will there be trolls telling you your token is dead? The life of a crypto ambassador, gripped by the rollercoaster of a token’s elementary years of growth, is nothing short of an unfolding adventure.

I am an ambassador, not to be confused with an influencer. While the two might appear similar to a newcomer or an outsider, it’s important for me to explain how they’re different. Influencers have steady online platforms with an audience that is often waiting with bated breath for the announcement of the influencer’s latest token interest or crypto price pump news. Sometimes, influencer content can be sponsored. Ambassadors, such as myself, rise into the position by proof of passion and a consistent positive presence in a crypto project’s community. Sometimes, ambassadors are eventually rewarded or hired by the crypto project they promote. Fortunate companies with a strong vision can find ambassadors multiplying within their communities with the contagious energy that comes with ongoing loyalty and consistent progress in the project’s development.

My name is Jen, but I also go by Bitcuriousmom. I became a token ambassador for Pillar Project after many months of being active in the token’s Telegram community. At first, I was cautious about my decision to support the token so wholeheartedly. However, the more that I came to know Pillar and see the vision behind it, I became more passionate about supporting the team during the most challenging days of the recent bear market(s). Other members of the community asked the team to promote me to an admin status in the official Telegram room when token prices were coming down off of all-time highs during 2018. Looking back, it was actually during this difficult time that the Pillar community strengthened its bond and got to know each other’s personalities as if we were neighbors, despite the many miles, oceans, and time zones represented in the chat rooms. Now that sentiment is turning around, and progress is being made at a quicker pace, the community is beginning to celebrate together with a deeper connection.

All about that ambassador life

For new crypto projects trying to handpick their own ambassadors, it is important to watch how they communicate and find someone who knows how to navigate the fluctuating and topsy-turvy moods of the crypto community with a steady combination of objective support and genuine enthusiasm. I like to start by simply reminding myself that changing moods within the space, both positive and negative, have a profound impact on those invested and involved. I try to take the temperature of the room and the crypto space when I wake up and get a sense of how people are feeling. If it’s a red day and the price of the cryptocurrency is dropping, some of the community members could be stressed. I have found that one of the best antidotes to a stressed-out community is actual communicating with the team. New information, progress, or even kind words and interaction from high-level members of the team, can alleviate stress. If it’s a green day, and the price of the cryptocurrency is rising, the same interaction is welcome, but it’s easier to light a fire of fun and good humor with pics, gifs, and cheers when everyone in the room is in a good mood.

If it’s sideways action - these can be the most boring days on social media. Community members might be less active, but the upside for ambassadors and admin is that it is less time-consuming. To get ready for all mood swings, I actively watch the team I’m cheerleading and research current progress on the roadmap, newsletter updates, and the latest content on YouTube, Medium, Twitter, and Instagram. I try to “like,” retweet, and share content across a variety of their community platforms. These types of shares, in the shape of articles, videos, pictures, quotes, and other team resources, keep the community’s mood more consistent. Steady content from the team is a tasty recipe for steady engagement in the community.

Even though an ambassador is not a member of the official team, it is still important to keep them up to date with all developments. This is crucial because customer service type questions often arise, and ambassadors can answer beginner questions faster than team members can due to time zone differences. If I “know my stuff,” it can make the act of stabilizing chat rooms a lot simpler. For example, it is important to remember that when token prices deflate, the community gets scared. Token ambassadors, such as myself, have become well-known for serving as mood stabilizers in the space. One of the things that has really worked with Pillar’s ambassadors is having our own private chat room where we can work with the team behind the scenes.

Ambassadors have direct access to the marketing team to address needs, challenges, and get inspiration and support that can help us in our ongoing task of increasing awareness and token advocacy. Some of the support that is needed ranges from embargoed information before an upcoming update, to marketing collateral like branded stickers, t-shirts, or even financial support, to attending blockchain conferences and meetups so that we are armed to build awareness with a sense of professionalism.

Ultimately, ambassadors can choose how far their roles reach based on how much time they want to devote to the team, especially if it’s volunteered. Ambassador personalities can vary. Some ambassadors might have a greater interest in grassroots community meetups to introduce the project to people in their region, while others might want to play an online role, and still others could be talented artists or programmers who could create fan products. In terms of community impact and companies such as Pillar, the more involved the team is in supporting their ambassadors, the more outreach can be achieved.

Personally, I like to be included in team conferences, events, and relevant networking opportunities where I can learn more about the tokenomics and technology of crypto, allowing my knowledge to grow in the process. In person, meetings can build more trustworthy relationships within the team. When a crypto team gets to know their ambassadors, giving tried and true feedback on a product feature, beta test, or UX function, has proven to be welcomed and valuable to the team as well.

My advice to ambassadors who are just beginning their journey is to educate yourselves on the vast variety of projects out there in the space. Then, choose one that you have a genuine interest in. Do not force your participation or relationships in an established community. Build an online presence in the different groups associated with that company’s token and show sincere interest in the project. Do not expect to get immediately hired on. It is important to fuel relevant conversation and be patient with community members that do not share your own personal or political views. Trustworthy ambassadors are those who are present and objective in online discussions and engage with well-informed opinions and updates. My advice to companies working with ambassadors is to not take them for granted. Remember, ambassadors, while not the same as influencers, are undeniable advocates for the project and do have the power to influence a project’s growth.

I enjoy being attached to a project that I feel passionately about. I get to practice my public tone and the diplomacy of being a well-respected figure, constantly reminding myself that my voice is recognized and requires a type of integrity and voice that appeals to many people at once. It is my personal belief that learning how to inform and address a community of supporters, without sounding like a marketing expert, is a valuable skill set in today’s professional cryptocurrency space.

About the author: Jen Leo is a Token Ambassador at Pillar Project

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