Building a Superfan Community

Discussion Topics THE BIRDS & IDENTIFY, TRACK THE SUPERFAN SUPERFAN SUPERFAN THE SUPERFANS & ENGAGE VIP TREATMENT DON’TS DO’S@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 2

Superfans Defined • Superfans are customers/enthusiasts who engage, praise or recommend your brand – and they do so without getting paid! • Superfans are brand ambassadors • Superfans are your brand’s WOM@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 4

Why Are Superfans Important? 140,000,000 active users on Twitter 950,000,000 active users on Facebook 36% of social networkers post about brands 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising, up from 74% in 2007. (Nielsen, April 2012)@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 5

Identify Superfans ENGAGEMENT: FEEDBACK: KUDOS: PROMOTION: SUPPORT: People who People who People who post People who People who stand by respond regularly provide about positive recommend your your brand even to brand posts suggestions for experiences with brands product during tough times improvement the brand and or service@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 6

Keep Track of Superfans • Create Twitter lists/streams for Superfans • Maintain record of engaged people in other active channels • Flag Superfans in your CRM system • Subscribe to blogs written by Superfans@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 7

Engage With Superfans • Read Superfan blogs and leave comments • Converse with Superfans on relevant topics • Get to know Superfan interests outside the brand, converse on their topics • Always thank Superfans for kudos and ask for feedback • Be genuine and likeable@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 8

The Superfan VIP TreatmentGive Superfan Support Feature Ask Superfans Surprise Provideshout-outs and Superfans by Superfans on for input on fun Superfans Superfans withencouragement sharing their social channels stuff, like with gifts exclusive posts and events contests information @baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 9

RingCentral Superfans in Action I received your package a couple of days ago and just opened it last night. What a pleasant surprise! It’s not every day that Yes! I’m a superfan and you receive a box of goodies from a company that recommend RingCentral to all! appreciates your business. Thank you ever so much. Don’t – Dawn worry; I plan on remaining a customer for many years to come. – Sharon Moore Just wanted to let you know we got a package from you today, it was filled with the coolest stuff! Thank you so much, we truly appreciated it. It’s great being a Superfan. – Frankie Fiedler Yes…thank you for your appreciation. I truly am a Superfan…I was incurring $200 plus per month in AT&T business phone charges before switching completely to RingCentral in January. I am a mobile lawyer and the mobile plan has been a tremendous value and provides exceptional service to my business. I really want RingCentral to succeed. – Rich@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 11

Superfan Don’ts • Don’t choose superfans based on number of followers • Don’t be inauthentic • Don’t make your superfans feel obligated • Don’t engage too frequently • Don’t overdo the public superfan hype@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 12

Superfan Do’s • Do loop in your legal department • Do take a no-strings attached approach • Do welcome customers who ask to join the Superfan program • Do be extra-responsive when a Superfan needs help with product/service • Do provide a public definition about the Superfan program • Do engage with potential Superfans – they don’t grow on trees • Do connect your Superfans to each other@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 13

Building a Superfan Community

by RingCentral, Inc. on Oct 11, 2012

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