Turn fans into advocates through influencer engagement

Turning fans into advocatesAdvocate engagement

Ant’s Eye View: Who we are

Credentials and experience Quote about Citizen Marketers

Our clients, B2B and B2C B2C B2B

Influencers and advocates An influencer is someone who actively An advocate is someone who proactively shares their opinions, passions and defends, promotes and participates in expertise through their (large) personal the public conversation for a particular and professional networks. brand, product, service or cause.

Definition of advocacy

Advocates are defenders of the brand

There are five key drivers of advocacy source: http://www.flickr.com/photos/alarzy/4231225160/

The three types of online communities 911 411 511

Finding them: The 90-9-1 conventional wisdom 1% 9% 90%

The 90-9-1 reality 1% 9% 15% 75%

Background Business Objectives For more than 15 years, The Microsoft Most Valuable • Decrease support costs Professional (MVP) Award program has been recognizing • Increase customer satisfaction independent technical influencers for their contributions to • Gather high-quality, actionable product feedback community support, product improvement and brand • Deepen the relationship between the company and key advocacy. More than 4000 influencers are awarded annually customers WW, with MVPs in 90 countries representing nearly 100 Microsoft technologies.A case study Business Impact Criteria • Objective criteria include: number of questions answered in • Nearly 10M answers provided through support channels online forums, reach through blogs, Websites and social • Community provides more than 60% of solutions on MSDN, channels, bugs filed, offline presentations and training TechNet and Microsoft Answers sessions conducted, books sold, etc. • $1M+ in savings from reduction of content creation staffing • Subjective criteria include: quality of answers, customer • MVPs contribute 5x more bugs than the average Beta service skills, demonstration of technical expertise and participant community leadership. • MVPs contribute 10x more validated solutions on support forums than active participants • MVPs represent Microsoft technologies at more than 700 events WW each year

Who else is thriving through advocacy programs?

Why this matters - The social engagement journey

Companies on the social engagement journey

What next?Download this presentation from:http://www.slideshare.net/antseyeviewDetermine what you are trying to accomplish:• Web self-service?• Product feedback?• Loyalty?• Recommendations and word-of-mouth?Determine what online behaviors are you trying to encourage:• Drive answers?• Drive connections?• Drive relationships?Build a Plan!

http://www.socialcustomer.com	3780
http://productmarketing.com	2286
http://www.spatiallyrelevant.org	518
http://charneyconsulting.wordpress.com	148
http://feeds.feedburner.com	104
http://brightbearmedia.com	79
http://translate.googleusercontent.com	21
http://widget.swippeng.com	13
http://www.customerthink.com	5
http://us-w1.rockmelt.com	3
http://www.netvibes.com	2
http://webcache.googleusercontent.com	2
http://www.twylah.com	2
http://www.hanrss.com	1
http://seoautomated.com	1

Turn fans into advocates through influencer engagement

by Ant's Eye View on May 09, 2012

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Turn fans into advocates through influencer engagement Presentation Transcript