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The Game Has Changed: Engaging Partners through Communities in the New Normal

by Maritz

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In marketing and channel sales, vendors who connect with their partners in meaningful ways can foster stronger relationships that, in turn, drive business results. Vendors can encourage partner ...

In marketing and channel sales, vendors who connect with their partners in meaningful ways can foster stronger relationships that, in turn, drive business results. Vendors can encourage partner loyalty by better understanding their partners as people and use innovative engagement techniques in order to create a stronger “community” of trusted partners.

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The Game Has Changed: Engaging Partners through Communities in the New Normal Presentation Transcript

The Game Has Changed: Engaging Partners through Communities in the New Normal Melissa Fruend VP – Channel Loyalty Solution Leader Mark Alt VP – Technology Market Leader HR Summit March 30, 2011

What We’ll Cover Today

The New Normal for Business

Channel must Change

Impact of Neuroscience

Reframing how we look at partners

5 Principles for Success in Communities

Putting It Into Practice

Peter Drucker “ Businesses are social systems. All social systems are underpinned with assumptions about human behavior. The problem is many of our current assumptions are wrong or out-of-date.” Proprietary and Confidential © 2011 Maritz

Nitin Nohria Dean of Harvard Business School “ Society needs to reexamine our fundamental assumptions about human nature and what it takes to build sustainably healthy lives and organizations.” Proprietary and Confidential © 2011 Maritz

The Channel Must Change One size fits all Organic Closed, Rational Predictable, Formulaic Dominate, Extract Value Open, Rational and Emotional Anticipatory, Experiential Engaging, Creative Personal

People are rational and emotional .

People are individual and social .

People are driven by multiple motivators .

The Four-Drive Model Acquire Bond Defend Create Based on the work of Paul Lawrence & Nitin Nohria, Harvard Business School Choice

Reframe

What makes a partner community meaningful?

Channel Partners are People FIRST

Understand what makes them tick

One size doesn’t fit all

Genuinely see partner as the center of community

Community is an extension of Brand

Know your brand values

Ripple effect

Collective experience

Cult Loyalty True Loyalty Mercenary Loyalty Inertia Loyalty

Engagement/Enrichment

Meaningful Content

Value beyond Product

Make it fun!

Define what is meaningful + motivating for your audience.

Personalize the Experience

Creating a gold mine of content

Virtual vs. Face to Face

The time and place for Virtual

The Case for Face to Face

Connecting as HUMANS

Make it a “Go To” Place

Elicit active participation

Increasing engagement

Social aspects

ga∙mi∙fi∙ca∙tion [gay-m uh -fi- kay -sh uh n] integrating game dynamics into your site, service, community, content or campaign, in order to drive more participation and engagement. Rajat Paharia, Bunchball.com

Competition

Status

Play

Reward

Mastery

Goal Setting

Thank You! Melissa Fruend VP – Channel Loyalty Solution Leader [email_address] Mark Alt VP – Technology Market Leader [email_address]