Influitive San Francisco User
Group
October 9, 2013
2
Get your tweet on!
#influitivesf
3
Today‟s Agenda
• 2:30-2:45 – Opening remarks
• 2:45-3:15 – Shortel‟s customer advocacy journey
• 3:15-3:45 – Breakout se...
Opening Remarks
Chad Horenfeldt
Director of Customer Operations
5
In One Year…
Over 5000 advocates over across all hubs
Completed nearly 65,000challenges
Sent out 8600+ tweets
Shared ove...
6
Thank You!
VIP Updates
Truman Tang
Customer Marketing Manager
8
VIP Challenge Completions
#influitivesf
9
VIP Engagement
#influitivesf
10
#influitivesf
11
Tip 1 – Hi My Name Is...
#influitivesf
12
Tip 2 – Lights, Camera, Action!
#influitivesf
13
Tip 3 – Keep it nice and easy
#influitivesf
14
Tip 4 – Perk Fairly
#influitivesf
15
Tip 5 – Stick to a Schedule
#influitivesf
16
Tip 6 – Switch Up Your Communication
#influitivesf
17
Tip 7 & 8 – Know What You Want Then Ask
Ask Engagement Info
#influitivesf
18
Who are you hanging out with?Tip 9 – Mix Up The Experience
19
Tip 10 – Hangout With Your Advocates
#influitivesf
20
One more thing...
#influitivesf
21
A Few Marketing Announcements
22
Stay tuned for Amber!
ShoreTel Sky
Our Customer Advocacy Journey
Amber Newman
Senior Marketing Communications Manager
anewman@shortel.com
24
About ShoreTel and ShoreTel Sky
We make phone systems and applications with
an experience that businesses love.
25
Our Journey in Three Parts
Failure Breakthrough Vision
26
What We Were Trying to Achieve
References Referrals
Social Engagement Attention
27
What Went Wrong?
Lack of Committed
Resources
Limited Executive Buy In
Approach Not Aligned with
Customers
No Employee E...
28
Breakthrough
Complete Re-launch
New Tone and Style
New Rewards
Executive Enthusiasm
29
Employee Advocacy
Not Stock Photography – Actual ShoreTel Employees
30
To Give or Not to Give?
31
Statistics
126
240
1105
0
200
400
600
800
1000
1200
July Aug Sept
25 30
341
0
50
100
150
200
250
300
350
400
July Aug S...
32
Results
References Referrals
Social Engagement Attention
64 New References 8 Prospect Referrals
289 Links Posted 401 Ne...
33
Vision – Maintain Momentum
Make “Game Time”
Adjustments
Publicize Success
Build Culture
Involve Partners
Become Advocat...
34
Questions?
Amber Newman
Sr. Director of Marketing
Communications
anewman@shoretel.com
www.shoretelsky.com
Breakout Sessions
Advocate Marketing Metrics (ROI) – Chad Horenfeldt
Sustaining Advocate engagement & recruitment – Sydney...
Tips & Tricks
AdvocateAnywhere
Aaron Rothschild
Product Manager
aaron@influitive.com
37
Questions marketers ask us….
• How do we find the people willing to perform advocacy for
us?
• How can we engage users ...
38
AdvocateAnywhere allows you to keep
your customer “asks” in context of what
they are currently doing
‒ Logging In to yo...
39
A widget that lets you bring challenges to your customers -
rather than making them visit the hub.
What is AdvocateAnyw...
40
Notifier – currently a
customizable image
If there is another
challenge available to the
user – this will be
displayed
...
41
AdvocateAnywhere - Inline
This is a section of content
– no pop-up. It is also
personalized to the current
user.
42
After….
If we don’t recognize the visitor
(not a current advocate) – we ask
for email address
If we recognize them
- do...
43
Customer Success Story Pages:
• Ask current advocates to provide their customer story.
• Ask current advocates about th...
44
Referral/Partner Pages
• Ask any web visitor to provide a referral lead
• Ask partners to perform another challenge (wh...
45
• You can specify WHERE a challenge will appear
‒ Your Blog, Customer success Story Page, Within your App
• You can spe...
46
Targeting: Where
Enter the URL of the webpage where you
want the embed to be displayed
47
Targeting: Who
Include unknown
webvisitors
48
1. Create a challenge that is visible to anyone who lands on a particular
URL/webpage
2. Create a challenge visible onl...
49
• You can automatically “pass” us the user‟s email if your
app already knows it - so we don‟t ask for their email.
• Yo...
Influitive Roadmap
Fall & Winter Release
Eran Aloni
VP Products
eran@influitive.com
51
Developments
#influitivesf
52
Referrals
Simple and Powerful Workflow
Reflecting leads‟ progress in Salesforce.com in the
Advocate Hub
Flexible Integr...
53
Great user experience
Better exposure of
referral challenges
Detailed explanation of
the referral process.
Advanced tra...
54
Target challenges in the hub, mobile (Maven) and embedded on your site
(Advocate Anywhere)
Advanced Challenge Targeting...
55
Allow groups to have private
leaderboards such that advocates can
only see and communicate with other
advocates in thei...
56
Advocate to Advocate Messaging
Allow Advocates to
communicate with each
other in the hub
57
Get advocates to review for your AppExchange reviews and
track when the review gets published.
Get advocates to post co...
Winter 2014
Tentative Roadmap
59
Expand and refine Fall release capabilities
(great UX, track referral lifecycle in SFDC,
end to end visibility to advoc...
60
‒ Improved Email Templates
• Optimize and create new templates to increase engagement.
• Add new data and call to actio...
61
‒ Goals
• Allow admins to set goals, track their status and increase their
engagement by pushing them to meet and excee...
62
‒ Syndicate Best Practices Content in Hub
Take CS knowledge base and make it available, in context, in the hub
E.g. Sho...
63
The Maven Mobile App (Available now)
Allows advocates to help you on the go with the Maven iOS app.
Allows the entire I...
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Influitive San Francisco User Group 2013

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  • Over 45 clients and we are growing quickly
  • Which takes us to our fall product release. Now I am going to hand it over to Eran our new VP of Product to tell us a bit more on how we’re going to help you generate more referrals through your advocate program.
  • We could demo this portion. Actually, we could demo a majority of these
  • We could demo this portion. Actually, we could demo a majority of these
  • Influitive San Francisco User Group 2013

    1. 1. Influitive San Francisco User Group October 9, 2013
    2. 2. 2 Get your tweet on! #influitivesf
    3. 3. 3 Today‟s Agenda • 2:30-2:45 – Opening remarks • 2:45-3:15 – Shortel‟s customer advocacy journey • 3:15-3:45 – Breakout sessions • 3:45-3:55 – Break • 3:55-4:15 – AdvocateAnywhere • 4:15-4:45 – Influitive Roadmap (Fall & Winter Releases) • 4:45-5:00 – Closing remarks • 5:00+ – Head to Town Hall for appetizers and refreshments! #influitivesf
    4. 4. Opening Remarks Chad Horenfeldt Director of Customer Operations
    5. 5. 5 In One Year… Over 5000 advocates over across all hubs Completed nearly 65,000challenges Sent out 8600+ tweets Shared over 5300+ links Generated over 1300referrals #influitivesf
    6. 6. 6 Thank You!
    7. 7. VIP Updates Truman Tang Customer Marketing Manager
    8. 8. 8 VIP Challenge Completions #influitivesf
    9. 9. 9 VIP Engagement #influitivesf
    10. 10. 10 #influitivesf
    11. 11. 11 Tip 1 – Hi My Name Is... #influitivesf
    12. 12. 12 Tip 2 – Lights, Camera, Action! #influitivesf
    13. 13. 13 Tip 3 – Keep it nice and easy #influitivesf
    14. 14. 14 Tip 4 – Perk Fairly #influitivesf
    15. 15. 15 Tip 5 – Stick to a Schedule #influitivesf
    16. 16. 16 Tip 6 – Switch Up Your Communication #influitivesf
    17. 17. 17 Tip 7 & 8 – Know What You Want Then Ask Ask Engagement Info #influitivesf
    18. 18. 18 Who are you hanging out with?Tip 9 – Mix Up The Experience
    19. 19. 19 Tip 10 – Hangout With Your Advocates #influitivesf
    20. 20. 20 One more thing... #influitivesf
    21. 21. 21 A Few Marketing Announcements
    22. 22. 22 Stay tuned for Amber!
    23. 23. ShoreTel Sky Our Customer Advocacy Journey Amber Newman Senior Marketing Communications Manager anewman@shortel.com
    24. 24. 24 About ShoreTel and ShoreTel Sky We make phone systems and applications with an experience that businesses love.
    25. 25. 25 Our Journey in Three Parts Failure Breakthrough Vision
    26. 26. 26 What We Were Trying to Achieve References Referrals Social Engagement Attention
    27. 27. 27 What Went Wrong? Lack of Committed Resources Limited Executive Buy In Approach Not Aligned with Customers No Employee Engagement
    28. 28. 28 Breakthrough Complete Re-launch New Tone and Style New Rewards Executive Enthusiasm
    29. 29. 29 Employee Advocacy Not Stock Photography – Actual ShoreTel Employees
    30. 30. 30 To Give or Not to Give?
    31. 31. 31 Statistics 126 240 1105 0 200 400 600 800 1000 1200 July Aug Sept 25 30 341 0 50 100 150 200 250 300 350 400 July Aug Sept New Advocates Challenge Completions Average Points Per Advocate 326 Average Completions Per Month 2.3 Redeeming Advocates 26 Total Redemptions 49
    32. 32. 32 Results References Referrals Social Engagement Attention 64 New References 8 Prospect Referrals 289 Links Posted 401 New Advocates
    33. 33. 33 Vision – Maintain Momentum Make “Game Time” Adjustments Publicize Success Build Culture Involve Partners Become Advocates for Companies we Love
    34. 34. 34 Questions? Amber Newman Sr. Director of Marketing Communications anewman@shoretel.com www.shoretelsky.com
    35. 35. Breakout Sessions Advocate Marketing Metrics (ROI) – Chad Horenfeldt Sustaining Advocate engagement & recruitment – Sydney Strader
    36. 36. Tips & Tricks AdvocateAnywhere Aaron Rothschild Product Manager aaron@influitive.com
    37. 37. 37 Questions marketers ask us…. • How do we find the people willing to perform advocacy for us? • How can we engage users with urgent challenges, when they don‟t come to the hub that often? TIPS AND TRICKS
    38. 38. 38 AdvocateAnywhere allows you to keep your customer “asks” in context of what they are currently doing ‒ Logging In to your app ‒ Finished Salesforce Integration with your app ‒ Reading a Blog Post ‒ Reading Customer Stories on your website ‒ Etc. Context
    39. 39. 39 A widget that lets you bring challenges to your customers - rather than making them visit the hub. What is AdvocateAnywhere?
    40. 40. 40 Notifier – currently a customizable image If there is another challenge available to the user – this will be displayed You advocacy program name (Ie: champions, Rockstars, et c) The trim color is customizable to match your web pages/site
    41. 41. 41 AdvocateAnywhere - Inline This is a section of content – no pop-up. It is also personalized to the current user.
    42. 42. 42 After…. If we don’t recognize the visitor (not a current advocate) – we ask for email address If we recognize them - don’t ask for email AND If there are no other challenges available for them – thank them! We make it easy for you to invite these users to your full hub
    43. 43. 43 Customer Success Story Pages: • Ask current advocates to provide their customer story. • Ask current advocates about their favorite feature in your product - and why. Your Blog • Ask visitors if they wanted to work with you on a guest post. • Ask Advocates to post ideas for future blog posts Some Ideas: Your Website
    44. 44. 44 Referral/Partner Pages • Ask any web visitor to provide a referral lead • Ask partners to perform another challenge (while they are visiting their portal to register a lead) Support Portals • Ask advocates in your portal if they'd like to join the "Early Beta Access program" --> a lead-in to becoming an advocate. • Ask users to fill out a simple NPS survey Other Web Properties
    45. 45. 45 • You can specify WHERE a challenge will appear ‒ Your Blog, Customer success Story Page, Within your App • You can specify WHO will see the embedded challenge ‒ Registered Advocates who are in a particular group ‒ Unknown Web Visitors Targeting
    46. 46. 46 Targeting: Where Enter the URL of the webpage where you want the embed to be displayed
    47. 47. 47 Targeting: Who Include unknown webvisitors
    48. 48. 48 1. Create a challenge that is visible to anyone who lands on a particular URL/webpage 2. Create a challenge visible only to people who are already registered advocates 3. Create a challenge that is visible only after Challenge #1 has been completed Go to Settings: System : AdvocateAnywhere How can I experiment with it?
    49. 49. 49 • You can automatically “pass” us the user‟s email if your app already knows it - so we don‟t ask for their email. • You can trigger the “pop-open” with some JS magic (speak to me) • You can build your own version of this pop-up with an API we‟ve built for this Improvements Coming Up: ‒ Text label instead of image ‒ More Reporting ‒ More stage types Bonus: Cool Things
    50. 50. Influitive Roadmap Fall & Winter Release Eran Aloni VP Products eran@influitive.com
    51. 51. 51 Developments #influitivesf
    52. 52. 52 Referrals Simple and Powerful Workflow Reflecting leads‟ progress in Salesforce.com in the Advocate Hub Flexible Integration Create referral leads in Salesforce.com, either directly or through you marketing automation system. Keep your Advocates in the Loop Allow advocates to see the status of their referrals in the hub. New & Improved User Experience Visible & accessible from anywhere in the hub
    53. 53. 53 Great user experience Better exposure of referral challenges Detailed explanation of the referral process. Advanced tracking Allow advocates to track the status of all their referrals. Referrals #influitivesf
    54. 54. 54 Target challenges in the hub, mobile (Maven) and embedded on your site (Advocate Anywhere) Advanced Challenge Targeting Options
    55. 55. 55 Allow groups to have private leaderboards such that advocates can only see and communicate with other advocates in their group. E.g. Employees, Partners, etc. Private Leaderboards
    56. 56. 56 Advocate to Advocate Messaging Allow Advocates to communicate with each other in the hub
    57. 57. 57 Get advocates to review for your AppExchange reviews and track when the review gets published. Get advocates to post comments on Disqus-enabled Blogs and automatically track when comments are published. New Challenge Stage Types #influitivesf
    58. 58. Winter 2014 Tentative Roadmap
    59. 59. 59 Expand and refine Fall release capabilities (great UX, track referral lifecycle in SFDC, end to end visibility to advocate and admin) ‒ Refer by email Allow advocates to send a referral by email (e.g. to referral@influitive.com or referral@friends.xactly.com ), receive email confirmations and status updates and track the status of their referral in the hub. ‒ Multiple referral challenges (tentative) Have multiple referral challenges using the same business workflow and tracking mechanisms Referrals #influitivesf
    60. 60. 60 ‒ Improved Email Templates • Optimize and create new templates to increase engagement. • Add new data and call to action in templates – e.g. After a challenge is approved, suggest another similar challenge to the advocate. ‒ Redesigned Advocate „Dashboard‟ • Updated visual design • Improved layout to accommodate allow adding new engagement mechanisms such as missions, contests, content, etc. ‒ Maven • Add push notifications, points, badges; Test and update UX. • Test the impact of stub hubs and advocacy across hubs Advocate Engagement #influitivesf
    61. 61. 61 ‒ Goals • Allow admins to set goals, track their status and increase their engagement by pushing them to meet and exceed their goals. E.g. # of referrals, # of case studies, # of product review per month ‒ Health Meter / Alerts & Tips • Define a standard health meter tracking the performance of the customer‟s Hub. E.g. number of available challenges per advocate, number of new challenges create over the past week, number of new advocates in hub, etc. • Suggest corrective action using best practices. E.g. Create 5 new challenges and target them to the Partners group. Customer Value #influitivesf
    62. 62. 62 ‒ Syndicate Best Practices Content in Hub Take CS knowledge base and make it available, in context, in the hub E.g. Show articles about reporting features and best practices on the Reporting tab Best Practices #influitivesf
    63. 63. 63 The Maven Mobile App (Available now) Allows advocates to help you on the go with the Maven iOS app. Allows the entire Influitive advocate network to discover your advocacy program. Questions?

    ×