6 Tips to Mobilizing Brand Super Fans
I’m not
really
Fred

I’m
definitely
Jim

Jim Williams
Influitive
Fred Bals
Ektron
HOUSEKEEPING
How to participate
• For audio choose “Use Mic
& Speakers” or “Use
Telephone” in your Audio
window

• Submit ...
The Big 6 Tips
1. Why advocacy is an essential part of marketing in 2013
2. How to identify and engage your best advocates...
Fred Bals:
Customer Advocacy Manager at

 Enterprise
Content
Management

 Digital
Experience
Software

#superfans
About Ektron
• Founded in 1998

• Headquarters in Nashua, NH
- Worldwide offices in Australia, Canada, and the United King...
LEADING COMPANIES AND ANALYSTS AGREE…
12,000

9,000

6,000

3,000

-

Sites

Companies
Ektron Inner
Circle
Program

• A community for Ektron fans
followers
• Influence Ektron through
participation in surveys a...
Advocate Marketing Experts
Influitive helps B2B
marketers
recruit, mobilize and
recognize an army of
advocates that outsel...
Tip: #1 Start paying attention to
advocacy today
“…their top priority
is to enhance
customer loyalty
and encourage
satisfi...
You’re Not in Control of the Buying
Process

75%

of the buying process is complete before
a B2B prospect contacts a compa...
Buyers don’t trust corporate
marketing and sales

Pe e r s
&
u s e r s


Ad s , a d s
& mo r e
a d s 
Tip #2
How to identify and engage
advocates

#superfans
All companies have Champions.
The trick is to organize and acknowledge them.
Tip #2 Redux
How to engage advocates

#superfans
The Inner Circle helps Ektron
recruit, manage, and acknowledge its
advocates

Invite
customers, part
ners, employee
s

Mob...
"Our first job in marketing is to help empower our fans to bring others on-board. That's
what makes us grow.“
~ Ken Gullic...
Tip #3
How to Mobilize Your Advocates

#superfans
THE OBJECTIVE:
Ektron‟s annual SYNERGY Customer Conference:
We needed to make it more Customer-Centric
CHALLENGE: VIDEOS
Crowd-source the “I am Ektron” customer videos to
be shown at the opening keynote.

No Recruiting!
Video...
CHALLENGE: FUN
Mobilize attendees to build “one great song” for
keynote breaks.

“…One of the
most popular
challenges we‟v...
CHALLENGE: AWARDS
Generate huge increase in customer submissions for
“Site of the Year” award.
CHALLENGE: TESTIMONIALS
Video interviews.

Hours of footage
Dozens of interviews

#superfans
EIC in Action
•

Over 200 reference contacts
coordinated through EIC

•

50+ nominations for 2012 Site of
the Year

•

73 ...
Tip #4: How to motivate
Superfans

Hint: It’s
not about
rewards
#superfans
Capital not Cash
We See You

We’re Listening to You

We’re Behind You
10 ways to love your advocates back
1.
2.
3.
4.

Guest blogging opps
Media interviews
Invitations to executive retreats
In...
Tip #5
Start with an owner, but it
takes a village
Getting Everyone Involved
GOALS
•

•

•

Create a stronger
connection between
internal teams and
external brand
advocates ...
Tip #4: measuring your advocate
marketing program
Three factors ROA:
1. Revenue impact
2. Cost deflection
3. Earned media
...
R.O.A. Map
Analyst
interviews

References

Revenue
Referrals

Product reviews

Blog
comments

Traffic
Retweets, like
s, sh...
Fred Bals
fred.bals@ektron.com
@fredatektron

#superfans

Jim Williams
jim@influitive.com
6 Tips To Mobilizing Brand Super Fans
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6 Tips To Mobilizing Brand Super Fans

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Loyalty and satisfaction are important, but truthfully, it’s old news. You need to start tapping into the enthusiasm and passion of your customers to build your brand and ignite revenue growth. See how Ektron did it in this on demand webinar!

Six tips you will take away from this webinar:

• Why advocacy is an essential part of marketing in 2013

• How to identify and engage your best advocates

• How to mobilize your advocates with activities they will embrace

• Reward or recognition – What motivates your super fans?

• Identifying ownership for your advocate marketing program

• How to measure results and secure executive buy-in.

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  • Ektron overview
  • Ektron was founded in 1998 with headquarters in Nashua NH. We have more than 200 employees in offices around the world, and more than 130 partners. Ektron has more than 3800 customers powering more than 12000 sites, with a wide range of businesses and organizations in that community. And our approach and vision is supported and validated by the analyst community.
  • Influitive is the advocate marketing company. Our AdvocateHub app makes it easy for marketers to recruit, mobilize and recognize an army of customer advocates that support marketing campaigns, refer new clients and help close deals faster.
  • So what is on the Boss’s Agenda? The top priority is to encourage satisfied customers to advocate. So why is that? It’s very simple. Your advocates are an extraordinarily effective yet unpaid sales force. In fact, I don’t think that a company can be profitable without advocates and the advocate leader in most industries are almost always the category leader.CEOs want you to create advocates. Even better, a predictable process for recruiting and adding value to advocates. Notice that I didn’t say references. This conference used to be about references but nobody is talking about references any more, they are talking about advocates. What is going on with that?
  • In today’s connected world, the last person your buyer is going to talk to is your sales rep. They’re going to talk to your customers – so it seems kinda crazy to leave those conversations to chance! Advocate Marketing is a discipline that puts your best customers at the center of your marketing and sales efforts – where they can sell on your behalf. It involves tools and best practices that are proven to accelerate revenue growth and offer a better buyer experience. What are the benefits of advocate marketing?People trust their peers more than salespeople. Tapping into trust can benefit your business in so many ways:Faster sales cyclesBetter buy experienceBetter brand recognition & reputationMore high quality referral leadsHigher customer lifetime valueBigger deal sizes Lower lead generation & sales costsSimpler management & mobilization of customer referencesHigher customer satisfaction
  • Identify – Use Your Internal Resources to find `emCase studies/PRThe obvious – Sales and referencesServices, SupportEverybody else in the organizationExternal – Use Social to find themTwitter, FB, LinkedIn
  • EngageShow them that you careRespond, thank them, comment on what they’re doingBuild a community with them at the centerEarn their trustServices, SupportEverybody else in the organizationExternal – Use Social to find themTwitter, FB, LinkedIn
  • Animoca – game dev, testing 400 android devices
  • 6 Tips To Mobilizing Brand Super Fans

    1. 1. 6 Tips to Mobilizing Brand Super Fans I’m not really Fred I’m definitely Jim Jim Williams Influitive Fred Bals Ektron
    2. 2. HOUSEKEEPING How to participate • For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window • Submit your text question using the Questions pane • Note: A recording will be made available Tweet with #superfans to win a Starbucks gift card!
    3. 3. The Big 6 Tips 1. Why advocacy is an essential part of marketing in 2013 2. How to identify and engage your best advocates 3. How to mobilize your advocates with activities they will embrace 4. Reward or recognition - What motivates super fans? 5. Identifying ownership for your advocate marketing program 6. How to measure results and secure executive buy-in.
    4. 4. Fred Bals: Customer Advocacy Manager at  Enterprise Content Management  Digital Experience Software #superfans
    5. 5. About Ektron • Founded in 1998 • Headquarters in Nashua, NH - Worldwide offices in Australia, Canada, and the United Kingdom • 200+ Employees • Over 3,800 customers and 12,000 sites MISSION: Empower marketers to connect content to revenue through best-in-class solutions for WCM and DXM WEB CONTENT MANAGEMENT Create, deploy, and manage enterprise-scale, global, dynamic websites. DIGITAL EXPERIENCE MANAGEMENT Personalize, analyze, and optimize content delivery to digital channels – web, mobile, and social.
    6. 6. LEADING COMPANIES AND ANALYSTS AGREE… 12,000 9,000 6,000 3,000 - Sites Companies
    7. 7. Ektron Inner Circle Program • A community for Ektron fans followers • Influence Ektron through participation in surveys and questions • Recognition from Ektron through perks and special programs • Join today! • http://www.ektron.com/Community/Nominate/ • Fred.bals@ektron.com #superfans
    8. 8. Advocate Marketing Experts Influitive helps B2B marketers recruit, mobilize and recognize an army of advocates that outsell their best sales reps. • Founded in 2010 • HQ in Toronto, San Francisco • Private, VC backed, >$11M raised
    9. 9. Tip: #1 Start paying attention to advocacy today “…their top priority is to enhance customer loyalty and encourage satisfied customers to advocate their brands.1” 1. IBM Global CMO Study, 2011
    10. 10. You’re Not in Control of the Buying Process 75% of the buying process is complete before a B2B prospect contacts a company 2X Reliance on knowledgeable peer references has more than doubled in the past 5 years 4/5 Reference process is considered a “fire drill” in over 80% of companies surveyed.
    11. 11. Buyers don’t trust corporate marketing and sales Pe e r s & u s e r s  Ad s , a d s & mo r e a d s 
    12. 12. Tip #2 How to identify and engage advocates #superfans
    13. 13. All companies have Champions. The trick is to organize and acknowledge them.
    14. 14. Tip #2 Redux How to engage advocates #superfans
    15. 15. The Inner Circle helps Ektron recruit, manage, and acknowledge its advocates Invite customers, part ners, employee s Mobilize them to complete „challenges‟ “I could not do my job without the Inner Circle” Recognize their achievements #superfans
    16. 16. "Our first job in marketing is to help empower our fans to bring others on-board. That's what makes us grow.“ ~ Ken Gullicksen, Evernote COO OUR GOALS • Nurture our advocates • Grow our relationships with them • Learn from them • Broadcast their advocacy of Ektron to our markets Who are Ektron’s advocates? Customers – Developers, Designers, Content Authors, Administrators, Marketing and other roles Partners – Developers, Sales, Marketing and other roles Employees – Everyone at Ektron
    17. 17. Tip #3 How to Mobilize Your Advocates #superfans
    18. 18. THE OBJECTIVE: Ektron‟s annual SYNERGY Customer Conference: We needed to make it more Customer-Centric
    19. 19. CHALLENGE: VIDEOS Crowd-source the “I am Ektron” customer videos to be shown at the opening keynote. No Recruiting! Videos collected on the spot. 40 “I am Ektron” Videos Collected. #superfans
    20. 20. CHALLENGE: FUN Mobilize attendees to build “one great song” for keynote breaks. “…One of the most popular challenges we‟ve ever done.” #superfans
    21. 21. CHALLENGE: AWARDS Generate huge increase in customer submissions for “Site of the Year” award.
    22. 22. CHALLENGE: TESTIMONIALS Video interviews. Hours of footage Dozens of interviews #superfans
    23. 23. EIC in Action • Over 200 reference contacts coordinated through EIC • 50+ nominations for 2012 Site of the Year • 73 sign-ups to participate in Beta Programs • Feedback on Aloha Editor, eSync, Ektron Support • 247 Tweets, 25 LinkedIn recommendations, Dozens of survey responses, testimonials, quotes, etc. #superfans
    24. 24. Tip #4: How to motivate Superfans Hint: It’s not about rewards #superfans
    25. 25. Capital not Cash We See You We’re Listening to You We’re Behind You
    26. 26. 10 ways to love your advocates back 1. 2. 3. 4. Guest blogging opps Media interviews Invitations to executive retreats Invitations to industry conferences 5. Special status at user conferences 6. Participation in product sprints 7. Job recommendations 8. Social media love 9. Introductions & connections 10. Linked-in skills & recommendations
    27. 27. Tip #5 Start with an owner, but it takes a village
    28. 28. Getting Everyone Involved GOALS • • • Create a stronger connection between internal teams and external brand advocates to help drive success. Create goals for departments so they participate, contribute and create challenges. Drive revenue to demonstrate program’s worth to management Sales & Marketing Product Mgt. Engineering Support References Referrals Participation in Marketing Activities Feedback Desired Product Features What’s Working Other ?
    29. 29. Tip #4: measuring your advocate marketing program Three factors ROA: 1. Revenue impact 2. Cost deflection 3. Earned media (eyeballs & traffic) #superfans
    30. 30. R.O.A. Map Analyst interviews References Revenue Referrals Product reviews Blog comments Traffic Retweets, like s, shares Media interviews Cost Deflection Beta programs Customer surveys
    31. 31. Fred Bals fred.bals@ektron.com @fredatektron #superfans Jim Williams jim@influitive.com
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