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ADVOCATES 1. Defends or maintains a cause or proposal 2. Supports or promotes interests of another http://www.merriam-webster.com/dictionary/advocatehttp://cmtybc.com @cflanagan @ericakuhl @cmtybc | 4
Ant s Eye View Advocacy Planning Framework 1.(Segment(by(Behavior( Connector( Cri2c( Creator( Collector( Ampliﬁes(conversa2ons,( Provides(feedback,( Answers(ques2ons,( Organizes.(Tags,(rates,( Word(of(Mouth( ideas(and(insights( creates(new(content( ranks(and(moderates( 2.(Measure(&(Monitor(by(Objec2ve( 3.(Reward(with( (Currencies ( Build" Sell" Support" +((( ( =((( Access +((( ( =((( Listen +((( tatus( =((( Quality LoyaltyInnova3on Resources S Build( Sell( Support( Collec tor( +(((Tools( =((( Reprinted with permission Ant s Eye View http://www.antseyeview.com 5"
AdvocatesWHAT DO THEY DO?WHY DO YOU NEED THEM? http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 6
Breakout Activity: 15 Minutes• Scenario – You re launching a customer community in the manufacturing industry (Pick a sample company) – You know success depends upon a vibrant advocate program• Discuss Group 1. How will you locate advocates in this industry? Activity 2. What top 5 tasks do you hope your advocates will perform? 3. What advocate rewards or incentives will you provide to accomplish the tasks in #2 ? http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 29
Top Five Ways to Get Started1 Deﬁne(program(objec2ves( Locate(and(engage(credible(2 advocates( Match(“community”(work(to(3 advocate(mo2va2on(4 Measure(advocate(impact(5 Reward(and(recognize( http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 30