Community Advocates 101 Essential Ingredient for Success
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E20 Santa Clara Community Management Toolkit Workshop

E20 Santa Clara Community Management Toolkit Workshop

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Community Advocates 101 Essential Ingredient for Success Presentation 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