Your SlideShare is downloading. ×
Community Advocates 101 Essential Ingredient for Success
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Community Advocates 101 Essential Ingredient for Success

599

Published on

E20 Santa Clara Community Management Toolkit Workshop

E20 Santa Clara Community Management Toolkit Workshop

Published in: Career, Technology, Business
1 Comment
2 Likes
Statistics
Notes
  • Thanks for sharing
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
599
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
1
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Community Advocates 101 Essential Ingredient for Success Community Management Toolkit Workshop Enterprise 2.0 Santa Clara November 2011 #e2conf #cmtybc© Copyright 2011 Community BackChannel. All rights reserved.
  • 2. Your Workshop Facilitators Erica Kuhl Community Manager Salesforce.com | Social Media & Community Linkedin: http://www.linkedin.com/in/ericakuhl Blog: blogs.salesforce.com Twitter: @ericakuhl Claire Flanagan Director, Social Business Collaboration & Community Strategy CSC LinkedIn: http://www.linkedin.com/in/cflanagan Blog: http://cflanagan.wordpress.com Twitter: @cflanagan© Copyright 2011 Community BackChannel. All rights reserved.
  • 3. Agenda TIMING TOPIC 10 minutes Advocacy 101 10 minutes Case Study: Salesforce.com 10 minutes Case Study: CSC 10 minutes Workshop Breakout Activity 5 minutes Wrap Up & Q/A http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 3
  • 4. 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
  • 5. 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"
  • 6. AdvocatesWHAT DO THEY DO?WHY DO YOU NEED THEM? http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 6
  • 7. 1. SHARE COMMUNITY WORK© 2011 Computer Sciences Corporation© 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc 7 http://cmtybc.com @cflanagan @ericakuhl @cmtybc || 7
  • 8. 2. INCREASE REACH& WOM © 2011 Computer Sciences Corporation © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc 8 http://cmtybc.com @cflanagan @ericakuhl @cmtybc || 8
  • 9. 3. PROVIDEMEMBERSUPPORT © 2011 Computer Sciences Corporation © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc 9 http://cmtybc.com @cflanagan @ericakuhl @cmtybc || 9
  • 10. 4. PRUNE& CURATE © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc 10 http://cmtybc.com @cflanagan @ericakuhl @cmtybc || 10
  • 11. 5. SOURCE OF TRUSTED FEEDBACK© 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc 11 http://cmtybc.com @cflanagan @ericakuhl @cmtybc || 11
  • 12. Advocates: How Do You Find Them? 1.(Appoint(Volunteers( 2.(Find(Natural(Champions( 3.(Ask(for(Volunteers( © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 12
  • 13. Advocates: What Motivates Them? 1.(Access( 2.(Recogni2on(/(Reputa2on( 3.(Influence( © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 13
  • 14. 2. Advocates: How To Reward Them? VIP ACCESS RECOGNITION & VISIBILITY BRANDED ITEMS PERSONAL TOUCHES © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 14
  • 15. CASE STUDYSALESFORCE.COMCOMMUNITY MVP PROGRAM © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 15
  • 16. Number of Voices Online Growing Fast © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 16
  • 17. Challenge: Keeping Up with Growth © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 17
  • 18. Harness Energy of Top Contributors http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 18
  • 19. Contributors: Post, Unique Visitors Comment, Share MVPs MVPs Enthusiasts Dabblers Lurkers Enthusiasts DabblersSmall % of the Population... ...Fuels the Community Enthusiasts © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 19
  • 20. Recognize Exceptional Individuals Within theSalesforce.com Community for their Leadership, Knowledge, and Ongoing Contributions © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 20
  • 21. What Does It Mean to Be a MVP? © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 21
  • 22. Rewards our MVPs Receive Inside Access to Product Managers Inside Access to Marketing Teams An easy way to spot a MVP A Place to Connect Year Round © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 22
  • 23. Soft Rewards our MVPs Receive Personal Gifts for Special Occasions Exclusive MVP Outings Front Row Seating at Events Executive Meet & Greets © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 23
  • 24. CASE STUDYCSC EMPLOYEE COMMUNITY“LIFEGUARD” PROGRAM © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 24
  • 25. CSC Life Guards 12(Assigned,(100(Total( Seeded(200(Use(Cases,(Topics(Prior(to(Launch( © 2011 Computer Sciences Corporation © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 25
  • 26. CSC Life Guards Planning(Partners,(Story(Tellers( Engaged(Local(Execu2ves,(Teams( Source(of(Peer(Support,(Answers( © 2011 Computer Sciences Corporation © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 26
  • 27. Life Guard Tiers Lifeguard( Senior(Lifeguard( Recogni2on( KRA(Credit( X" X" Answers(Members(Ques2ons( X" X" Leadership(of(Use(Cases,(Topics( X" X"Speaking(Opportuni2es(to(Leaders,( X" X+" Project(Teams,(Peers( Access( Early(Access(to(New(Features( X" X+" Direct(Access(to(Planning(Team(( X" X" Influence( Release(Priori2es( X" X+" User(Acceptance(Tes2ng( X" © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 27
  • 28. CSC Life Guards: Other Tactics• How-To’s / Weekly Calls• Communication Templates / Tools• “Master Lifeguard” Community Manager• Certificates of accomplishment• Targeted Training• Avatar Badges• Exclusive Lifeguard Space• Speaking Opportunities © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 28
  • 29. 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
  • 30. 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
  • 31. Questions and Answers QUESTIONS http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 31
  • 32. Your Feedback = Help Those In Need! •  For each completed evaluation a donation will be made to DonorChoose.org and Second Harvest Food Bank of Santa Clara and San Mateo Counties •  Check your email for a feedback form for this session© Copyright 2011 Community BackChannel. All rights reserved.
  • 33. THANK YOU Erica Kuhl Community Manager Salesforce.com | Social Media & Community Linkedin: http://www.linkedin.com/in/ericakuhl Blog: blogs.salesforce.com Twitter: @ericakuhl Claire Flanagan Director, Social Business & Community Strategy CSC LinkedIn: http://www.linkedin.com/in/cflanagan Blog: http://cflanagan.wordpress.com Twitter: @cflanagan© Copyright 2011 Community BackChannel. All rights reserved. 33

×