Advocamp: Francesca Krihely
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This document discusses launching a formal advocacy program to encourage customers to create content for and with the company. It recommends tactics to reach, educate, engage, and convert advocates. Key performance indicators to track include content production, social sharing, and leads generated. The goal is to scale engagement through advocates who drive website visits and leads through shared content. Tracking systems can measure the impact of content efforts on conversions.
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Advocamp: Francesca Krihely
- 2. ADVOCACY Your new Content Marketing strategy
- 3. of marketers use content marketing as part of their marketing and lead generation strategy. 88% 76%of marketers believe they need to be creating more content in 2016 than 2015.
- 8. PROBLEM
- 10. PROBLEM Competitive market Strong legacy vendors Engaged community but with no way to scale
- 11. SOLUTION Launch a formal advocacy program Encourage our customers to become the center of the conversation by creating content for and with us
- 17. PROBLEM
- 19. Content Production GET YOUR ADVOCATES INVOLVED NOW
- 20. SHARING Social sharing Consumption after sharing
- 22. In 4 Months Advocates drove over 50,000 website visits through social sharing
- 23. LEADS How often do content consumers turn into leads?
- 24. Track leads from Content Efforts Leverage UTM codes or another system to measure attribution
- 26. TAKEAWAYS Offboard content creation to your advocates Leverage your advocates in disseminating content Track and optimize how leads convert
Editor's Notes
- How do you leverage those relationships with advocates to accomplish your business goals How do you identify who and what to do? What is MongoDB? What is an advocate? What can an advocate to for you? 6 months ago we were not encouraging the type of content production that we’ve been able to inspire in our advocates. And we’ve come a long way and we have been seeing great results. Be clear about the value the audience will get from the talk – recycle the “When you get the leads” Putting what works on Steriods – when you know something is working, make it work better!
- The first thing I wanna share with you is two remarkable content marketing statistics You’re probably familiar with these! I know you think we need to be creating more. It doesn’t make sense to be constantly producing more work You got to work smarter, not harder. Leverage your advocates to make these things work
- Now it took Herman Melville 1.5 years to write Moby Dick, a really powerful book. Now as a marketing team, you can’t write a Moby Dick every month. But you don’t have to work so hard. You don’t need to write an epic every month. What you need are powerful advocates who are going to do amazing things and write amazing commentary with Moby Dick.
- Moby Dick was written in 1851, and in 2014, Emoji dick was posted to kickstarter. I think your advocates can do this.
- By show of hands, how many of you are doing content marketing?
- Housekeeping TABLE OF CONTENTS I did this at MongoDB Funnel and how advocacy is your solution for the funnel How to do it and how to measure it How do you leverage those relationships with advocates to accomplish your business goals? It’s easy to say work smarter not harder, I’ll tell you how I was working way too hard
- I work at MongoDB, the company that builds the database for giant ideas. MongoDB unleashes the power of software and data for innovators everywhere. I’ve been with the company since 2011, when most of our users were startups, and now some of the largest financial institutions in the world, like MetLife, Adobe and Facebook use our database for their giant ideas. My team at MongoDB had a problem.
- Competitive Database market with strong legacy vendors Differentiate MongoDB in the market through strong customer advocates
- As you can see, we are competing with big companies whose technologies have been around for over 40 years
- Competitive Database market with strong legacy vendors Differentiate MongoDB in the market through strong customer advocates -Community Programs Organizing user groups Writing content and blog posts – took forever and was hard to find writers Product reviews – never happening But we did have a strong asset. We could differentiate MongoDB in the market through strong customer advocates Massive community, small marketing department -Community Programs * Organizing user groups * Writing content and blog posts – took forever and was hard to find writers * But things like, Product reviews, regular surveys, content feedback– never happening
- Launch a formal advocacy program Get our customers to become the center of our conversation by creating content for and with us
- So we launched a formal advocacy program and have been able to see some pretty exciting results in the first 5 months! And the Hub could help
- Now let’s move on to the mandatory marketing funnel slide. After working on launching this program, I am convinced that the key to unlocking the best results at each stage of the funnel is advocacy. How did we do this? How did we enrich our community, create a solid content strategy and build a solid flow of leads through advocacy.
- Our three metrics we are going to look through today are Production Metrics, Sharing Metrics and Lead Metrics. These will help you gauge the success of your content marketing efforts once you’ve engaged your advocates. There are other metrics you can measure in content marketing but these are the three we will discuss here today.
- When we talk about production metrics we focus on measuring the effectiveness of your content creation. How many pieces do you create? How many authors do you have? How many topics are you covering?
- Some examples on how you can use your advocates to engage with you. This is one of our most popular challenges. It’s been completed 175 times by 42 different advocates. We are continually inspired by their ideas and I think this is such an easy win to better understand what your community is looking for.
- Competitive Database market with strong legacy vendors Differentiate MongoDB in the market through strong customer advocates
- Another example of using your advocates to aid in your content production. We wanted to write a post on technology in retail. Now I don’t know anything about retail. I go shopping a lot, but that’s about all I know about retail. So I called on my advocates for retail. I posted this challenge because I know a lot of the advocates work in retail, building new applications I got a lot of cool responses with predictions on the prevalence of virtual fitting rooms, drone-based delivery, and advanced logistical analytics for distribution centers. From their insight I was able to write a very good post with information and it should be published in the next week.
- How do you leverage those relationships with advocates to accomplish your business goals How do you identify who and what to do? What is MongoDB? What is an advocate? What can an advocate to for you? 6 months ago we were not encouraging the type of content production that we’ve been able to inspire in our advocates. And we’ve come a long way and we have been seeing great results. Be clear about the value the audience will get from the talk – recycle the “When you get the leads” Putting what works on Steriods – when you know something is working, make it work better!
- How often do consumers of your content share it with others? At MongoDB we wanted to maximize the amount of value we go out of our advocates by encouraging them to share as much content as possible. My personal goal was to eclipse the amount of traffic driven to our website from our social channels through our advocacy program.
- So we asked our Advocacy Coach, Stephanie, to pull some number for us and see how much traffic was coming to our website as social referrals from the Hub! It turns out it’s quite a lot! It’s not as much traffic as our social networks drive to our website, but it makes a dent. In 4 months, our advocates were able to drive over 5,000 links to our website!
- How often do content consumers turn into leads? Learn a lot from getting more traffic to your website Remember to track everything you do! Leverage UTM codes on your links to track your conversions
- Our three metrics we are going to look through today are Production Metrics, Sharing Metrics and Lead Metrics. These will help you gauge the success of your content marketing efforts once you’ve engaged your advocates.
- Invest in offloading content creation to your advocates Leverage your community in disseminating content Watch and optimize how leads convert through these content channels
- How do you leverage those relationships with advocates to accomplish your business goals How do you identify who and what to do? What is MongoDB? What is an advocate? What can an advocate to for you? 6 months ago we were not encouraging the type of content production that we’ve been able to inspire in our advocates. And we’ve come a long way and we have been seeing great results. Be clear about the value the audience will get from the talk – recycle the “When you get the leads” Putting what works on Steriods – when you know something is working, make it work better!
- Customer story (Case study)
- Customer story (Case study)
- By show of hands, how many of you are doing content marketing?