SMB Seattle Ant's Eye View
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SMB Seattle Ant's Eye View

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Sean O'Driscoll on building brand advocates. Accompanying livestream video here: http://www.ustream.tv/channel/smbseattle

Sean O'Driscoll on building brand advocates. Accompanying livestream video here: http://www.ustream.tv/channel/smbseattle

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SMB Seattle Ant's Eye View Presentation Transcript

  • 1. Building Brand Advocates
    SMB Seattle, Jan. 19th
    Sean O’Driscoll
    CEO, Ant’s Eye View
    sean@antseyeview.com
    @seanodmvp, @antseyeview
  • 2. What is the “Ant’s Eye View”
    Intimacy
    Relationships
  • 3. Ant’s Eye Who?
    AEV principals directly lead significant Community and Social initiatives at Microsoft, Dell and Lego before founding AEV to bring those proven practices to our clients…
  • 4. Ant’s Eye Who?
    Welcome Joann Jen!
  • 5. Our Clients
  • 6. What we do
    How will you organize for engagement?
    What are you trying to accomplish?
  • 7. Let’s start with a premise…
    “The purpose of a business is to create a customer.”
  • 8. …and end with a mission
    “The purpose of a business is to create customers who create customers!”
  • 9. Who are these influencers?
  • 10. The evolution of business - small
    <Your Company>
    Individuals
    Individuals
    Individuals
  • 11. Grow
    Consumers
    <Your Company>
    Developers
    Partners
    IT Professionals
  • 12. Scale
    Europe
    North America
    <Your Company>
    Enterprise
    Japan
    Small Business
    South America
    Mid Market
    Africa & ME
    Partners
    Asia Pacific
  • 13. More scale
    <Your Company>
    Partners
  • 14. You get the idea…
    <Your Company>
    Partners
  • 15. Scale means “getting organized”
    Service & Support
    Research & Development
    Sales & Marketing
    The Masses
    Feedback
    Brand Engagement
    Conversations
  • 16. ROI you say?
  • 17. Looking inside these conversations
    Speaker
    Answer Person
    <Your Company>
    Blogger
    Feedback Provider
    User Group Leader
    Author
    Fan
    Partners
  • 18. The Grassroots Age
    • Creators
    • 19. Critics
    • 20. Collectors
    • 21. Joiners
    • 22. Spectators
  • A Planning Framework
    1
    Define your Objective: Loyalty, Quality, Reach, Efficacy, Engagement, Adoption…
    3
    5
    4
    Organize
    Measure
    Engage
    2
    Listen
    Company Resources
    Track Impact
    Unstructured Conversations
    Custom Online Experience
    Product Group Engagement
    Influencer Feedback
    Reward and Recognition
    Influence
    Sales, Marketing & Evangelism
    Events and Networking
    Sentiment
  • 23. Influencer Engagement Framework
  • 24. Case Study: Microsoft MVP Award
    • Strategy
    • 25. Drive Loyalty, Adoption and Reach
    • 26. Objectives
    • 27. Radically improve self service & Product Quality
    • 28. Groundswell (Supporting, Embracing and Energizing)
    • 29. Tactics
    • 30. Find, Thank and Engage the influencers
    • 31. Social Listening / Integrated Listening (and responding) System
    • 32. Measurement
    • 33. Reach, Satisfaction, Cost, Feedback and Community Health
  • MVP Program numbers: 2008
    Independent Experts
    Real World Answers
    The Microsoft MVP award recognizes exceptional technology community
    leaders who foster the free and objective exchange of knowledge by
    actively sharing their real world expertise with users and Microsoft.
    • D
    • 34. Recognized
    • 35. Credible
    • 36. Annual in Scope
    • 37. Global
    • 38. Community & Microsoft nominated
    • 39. D
    • 40. Relationship
    • 41. Early Access
    • 42. Private & Peer Connections
    • 43. Global Summit, Industry & Local Events
    • 44. Reputation & Brand
    • 45. D
    • 46. 4000+ MVPs
    • 47. 90+ Countries
    • 48. 90+ Products
    • 49. 7000+ bugs (Vista/012)
    • 50. 500+ product Reviews
    • 51. 70% Author, Speak, Blog
    • 52. 1M+ Answers (NG/Forum)
    Selection
    Benefits
    The Numbers
  • 53. Summary: 3 Step Program
    Thank
    Find
    Engage
  • 54. Happy?
    Text 90999 to donate $10 to @RedCross #haiti relief efforts
  • 55. Thank You!
    Sean O’Driscoll
    CEO, Ant’s Eye View
    sean@antseyeview.com
    @seanodmvp
    Psst!
    Tweet it!
    Blog it!
    Tell your boss!
    Hire Us!