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Building Brand Advocates<br />SMB Seattle, Jan. 19th<br />Sean O’Driscoll<br />CEO, Ant’s Eye View<br />sean@antseyeview.c...
What is the “Ant’s Eye View”<br />Intimacy<br />     Relationships<br />
Ant’s Eye Who?<br />AEV principals directly lead significant Community and Social initiatives at Microsoft, Dell and Lego ...
Ant’s Eye Who?<br />Welcome Joann Jen!<br />
Our Clients<br />
What we do<br />     How will you organize for engagement?<br />	What are you trying to accomplish?<br />
Let’s start with a premise…<br />	“The purpose of a business is to create a customer.”<br />
…and end with a mission<br />	“The purpose of a business is to create customers who create customers!”<br />
Who are these influencers?<br />
The evolution of business - small<br />&lt;Your Company&gt;<br />Individuals<br />Individuals<br />Individuals<br />
Grow<br />Consumers<br />&lt;Your Company&gt;<br />Developers<br />Partners<br />IT Professionals<br />
Scale<br />Europe<br />North America<br />&lt;Your Company&gt;<br />Enterprise<br />Japan<br />Small Business<br />South A...
More scale<br />&lt;Your Company&gt;<br />Partners<br />
You get the idea…<br />&lt;Your Company&gt;<br />Partners<br />
Scale means “getting organized”<br />Service & Support<br />Research & Development<br />Sales & Marketing<br />The Masses<...
ROI you say?<br />
Looking inside these conversations<br />Speaker<br />Answer Person<br />&lt;Your Company&gt;<br />Blogger<br />Feedback Pr...
The Grassroots Age<br /><ul><li>  Creators
  Critics
  Collectors
  Joiners
  Spectators</li></li></ul><li>A Planning Framework<br />1<br />Define your Objective:  Loyalty, Quality, Reach, Efficacy,...
Influencer Engagement Framework<br />
Case Study:  Microsoft MVP Award<br /><ul><li>Strategy
  Drive Loyalty, Adoption and Reach
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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

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Transcript of "SMB Seattle Ant's Eye View"

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