Advocate and Influencer Program Strategy

prem bgub idN e C r o a la PTurning fans into advocatesAdvocate engagementChristopher Carﬁ | ccarﬁ@antseyeview.com | antseyeview.com

Ant’s Eye View: Who we areExperienced practitioners Our team includes social engagement leaders from:Ant’s Eye View is a strategic managementconsulting firm that helps recognizablebrands transform into enterprises that fullyengage with their customers.Our practitioner heritage setsus apart. prem bgub idN e C r o a la PA platinum client list Our leadership team:Founded in 2009, our client listnow includes large, complex organizationssuch as AT&T, Autodesk, Cisco, EMC, Google,Jack in the Box, KPMG, Microsoft, P&G,Scotiabank, Unilever, USAA Sean O’Driscoll, CEO & co-founderand Wells Fargo. Jake McKee, SVP & co-founder Dustin Johnson, SVP & Managing Director, Seattle Sean McDonald, SVP & Managing Director, Austin Todd Shimizu, SVP & Managing Director, Mountain View ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 2

Credentials and experience Books we’ve written prem bgub idN e C r o a la P Quote about Ci#zen Marketers Books that feature our work ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 3

prem bgub idN e C r o a la PDefining influencers and advocates

Influencers and advocates prem bgub idN e C r o a la P An influencer is someone who actively An advocate is someone who proactively shares their opinions, passions and defends, promotes and participates in the expertise through their (large) personal public conversation for a particular brand, and professional networks. product, service or cause. ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 6

Influencers are amplifiers and accelerators INFLUENCERS message message prem bgub idN e C r o a la P message message message message ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 7

Definition of advocacy Advocacy (Ad-vo-ca-cy), noun 1. the act of pleading for, supporting, or recommending 2. aiding the cause or policy or interests of 3. a vehement and vociferous advocacy of a cause 4. the act of earnestly supporting or encouraging prem bgub idN e C r o a la P Advocate (Ad-vo-cate), noun 1. one that pleads the cause of another 2. one that defends or maintains a cause or proposal 3. one that supports or promotes the interests of another ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 8

Advocates are defenders of the brandThe vision: Find, connect and engage advocates to amplify messages and create lastingrelationships between your organization and a growing community of passionate users. prem bgub idN e C r o a la P I like you. I love you. I defend you. (That’s “satisfaction.”) (That’s “loyalty.”) (That’s “advocacy.”) Functional orientation Relationship orientation Aﬃnity orientation Expectations consistently met Products exceed expectations Products fuel creativity Transactional relationship Recommendation behavior Proactive brand defense Low engagement Active engagement Expectation for transparency Attached to a “higher calling” ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 9

From campaigns to always-on Year 1 Year 2 Year 3 prem bgub idN e C r o a la P Year 1 Year 2 Year 3 Traditional marketing Social-driven marketing Cyclical campaigns and press announcements yield Value-add products/services, supported by campaigns transactional relationships. and consistent social interaction, yield sustained relationships, helping to inspire loyalty and advocacy. Key Key Interest Interest Platform / service Campaign size Campaign size Advocacy base ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 10

Why?Adobe bleeds so we can have good softwarethat provides our daily bread and milk (andhoney). I bleed for Adobe.Even if Microsoft buys Adobe, even if Adobechanges logo, even if entire digital world prem bgub idN e C r o a la Pcollapses and everything goes to hell – thislogo was a part of my life during the last 12years, and by the looks of it, it will be for thenext 12 as well. It feeds me, it pays my bills, itdrives me, and it makes me a better person.As such, in my mindset, it deserves this. - Goran Daemon Peuc ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 12

There are five key drivers of advocacy TRUST BELONGING INVOLVEMENT A reputation for delivering Clearly defined membership, on its quality standards and with places and times that Anticipation of, and promises (functional, advocates can interact with enjoyment from, aesthetic and social), peers to exchange knowledge interacting regularly with providing a unique, and co-create experiences the brand, building authentic product and around the brand they share a familiarity and developing service experience passion for an ongoing human dialogue that is valued 4 5 3 prem bgub idN e C r o a la P IDENTITY Helps establish and communicate desired social KNOWLEDGE status in a way that coincides with a person’s own values, beliefs and Access to specialized and principles, enabling them to privileged information and achieve important current resources that deepen an and future personal life- advocate’s understanding, source: h*p://www.ﬂickr.com/photos/alarzy/4231225160/ goals and priorities experience and admiration for brand 2 values 1 ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 13

The three types of online communities911: Break/Fix 411: Learn & ImproveSomething is keeping the customer Additional knowledge/assistance can help afrom completing his/her current task. customer to optimize his/her current task &“DRIVE ANSWERS” expand value from the product. 911 411 “DRIVE CONNECTIONS” prem bgub idN e C r o a la P 511 511: Explore & Discover Understanding of how others are using the product resulting in change of customer’s perceptions & utilization of the product in new/interesting ways. “DRIVE RELATIONSHIPS” ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 14

prem bgub idN e C r o a la PAdvocacy case studies

Microsoft MVP: Activation and AdvocacyOrganizationMicrosoftQuestionHow to recognize and motivate over 4000 advocatesworldwide? prem bgub idN e C r o a la PKey insightDeeper relationships between brand and key customers yieldbenefits for bothTangible benefit•  Nearly 10MM answers provided through support channels•  $1MM+ in savings in content creation staﬃng•  MVPs contribute 5x more bugs than the average Beta participant•  MVPs contribute 10x more validated solutions than non-MVP participants ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 16

Aruba Networks: Activation and AdvocacyOrganizationAruba NetworksQuestionHow can a technically-focused brand connect withcustomer and industry MVPs for increased engagement? prem bgub idN e C r o a la PKey insightPut the customer’s needs firstThe solutionMVP program tightly integrated with community, eventand certification activitiesTangible benefitHighly engaged customers, market reach, increasedengagement ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 17

Lytro: Activation and AdvocacyOrganizationLytroQuestionHow does a new upstart scalably connect with itsadvocates? prem bgub idN e C r o a la PKey insightDifferent advocates have different needsThe solutionAdvocacy program that meets the needs of artists,scientists and activistsTangible benefitMovement from ad-hoc advocate engagement to ascalable, repeatable process Source: Lytro ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 18

prem bgub idN e C r o a la PAdvocate roles and tiers

What roles do your advocates have?•  Artist•  Hacker•  Hobbyist /Semi-Pro prem bgub idN e C r o a la P•  Customer•  Enthusiast•  Who are your advocates? Source: Lytro ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 21

prem bgub idN e C r o a la PAdvocate behaviors and actions

There are many different types of behaviors and actions Capture Explore Love Rate Like Create Defend Praise Taunt Discover prem bgub idN e C r o a la P View Post Greet Show oﬀ Customize Compare Win Comment Share Teach Assist Challenge Investigate Interact ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 24

The four core interaction types ACTING Killers Achievers prem bgub idN e C r o a la P PEOPLE ENVIRONMENT Socializers Explorers INTERACTING Source: Bartle ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 25

Motivators of the types ACTING Killers Achievers prem bgub idN e C r o a la P Power (Self-)Worth PEOPLE ENVIRONMENT Relationships Knowledge Socializers Explorers INTERACTING Source: Bartle ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 26

prem bgub idN e C r o a la PBenefits stack

Rewards and their relation to the benefits stack Source: Zichermann Status Identity Access prem bgub idN e C r o a la P Privileges Power Benefits Stuﬀ Reward types AEV benefits stack ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 28

Potential benefits stack items Discounts Badges / identity Peer networking Exclusive events Exposure / promotion Training prem bgub idN e C r o a la P Recognition Promotional items (swag) Executive access Technical presentations Early access Pre-release information ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 29

prem bgub idN e C r o a la POperational model

Operational model componentsDetermining eligibilityLength of eligibilityTracking membershipDistributing benefits prem bgub idN e C r o a la PCross-organizational advocateengagementOngoing relationship management

Why this matters - The social engagement journeyStage 1 Stage 2 Stage 3 Stage 4 Stage 5Traditional Experimental Operational Measurable Fully engagedTraditional, command and prem bgub idN e C r o a la P Social engagement drives Dabbling in social Social engagement Social engagement andcontrol business operations real business results, with engagement occurs but is becomes more embedded systems and tools fully customer experience is partusing one-way disconnected to business in business operations. optimized to support of the organization’s DNA.communication to drive operations. Fractured tools, Internal training, channel confident and competent Breakthrough businessbusiness outcomes. silo’d eﬀorts and disparate alignment and campaign employees and to more results – increased revenueLittle or no recognition of measures reign. integration begin to deliver fully harness online and loyalty are realized. tangible results. relationships.influencers and Ad-hoc relationships with Advocacy activities areadvocates. influencers and/or One or more “influencer” Clear influencer/advocate part of self-sustaining distinction. advocates. or “advocate” programs feedback loop with in place. Measurable advocacy customers. processes yield benefits Consistent benefits stack in marketing, support, across all programs. sales. Hub/Spoke CoE in place. ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 32

Moving advocacy through the StagesIdentify activities that deliver value to both customer and brandCreate a hub-and-spoke model for advocacyEnsure the branding and identity, privileges and benefits of community programs are alignedCreate a central/sharable customer profile prem bgub idN e C r o a la PDeploy a central playbook for community managers for program managementCreate a distributable handbook/playbook for activating program membersTie program to measurable benefitsCreate a feedback loopIterate and execute ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 33

DiscussionYou can download this presentation from: prem bgub idN e C r o a la Phttp://www.slideshare.net/antseyeview ©2012 Proprietary + Conﬁdential | antseyeview.com | Austin + Seattle + Mountain View 34

Austin 6600 N. Lamar Austin, TX 78752 Seattle 1932 1st Ave., Suite 814 Seattle, WA 98101Thank you! prem bgub idN e C r o a la P Silicon Valley 154 E. Dana St. Mountain View, CA 94041 antseyeview.com @antseyeview

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Advocate and Influencer Program Strategy

by Ant's Eye View on Jun 15, 2012

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