Community Advocates 101      Essential Ingredient for Success       Community Management Toolkit Workshop       Enterprise...
Your Workshop Facilitators                                    Erica Kuhl                                    Community Mana...
Agenda  TIMING TOPIC  10 minutes Advocacy 101  10 minutes Case Study: Salesforce.com  10 minutes Case Study: CSC  10 minut...
ADVOCATES              1. Defends or maintains                 a cause or proposal              2. Supports or promotes   ...
Ant s Eye View Advocacy Planning Framework                                               1.(Segment(by(Behavior(          ...
AdvocatesWHAT DO THEY DO?WHY DO YOU NEED THEM?            http://cmtybc.com   @cflanagan   @ericakuhl @cmtybc | 6
1. SHARE                                             COMMUNITY WORK© 2011 Computer Sciences Corporation© 2011 Computer Sci...
2. INCREASE REACH& WOM © 2011 Computer Sciences Corporation © 2011 Computer Sciences Corporation   http://cmtybc.com @cfla...
3. PROVIDEMEMBERSUPPORT © 2011 Computer Sciences Corporation © 2011 Computer Sciences Corporation   http://cmtybc.com @cfl...
4. PRUNE& CURATE © 2011 Computer Sciences Corporation    http://cmtybc.com @cflanagan @ericakuhl @cmtybc 10               ...
5. SOURCE OF TRUSTED                                             FEEDBACK© 2011 Computer Sciences Corporation    http://cm...
Advocates: How Do You Find Them?                                         1.(Appoint(Volunteers(                           ...
Advocates: What Motivates Them?                                         1.(Access(                                        ...
2. Advocates: How To Reward Them?  VIP ACCESS                                                 RECOGNITION &               ...
CASE STUDYSALESFORCE.COMCOMMUNITY MVP PROGRAM  © Copyright 2011 Salesforce.com                                    http://c...
Number of Voices Online Growing Fast   © Copyright 2011 Salesforce.com   http://cmtybc.com   @cflanagan   @ericakuhl @cmty...
Challenge: Keeping Up with Growth   © Copyright 2011 Salesforce.com   http://cmtybc.com   @cflanagan   @ericakuhl @cmtybc ...
Harness Energy of Top Contributors             http://cmtybc.com   @cflanagan   @ericakuhl @cmtybc | 18
Contributors: Post,  Unique Visitors                                            Comment, Share           MVPs             ...
Recognize Exceptional Individuals Within theSalesforce.com Community for their Leadership,    Knowledge, and Ongoing Contr...
What Does It Mean to Be a MVP?   © Copyright 2011 Salesforce.com   http://cmtybc.com   @cflanagan   @ericakuhl @cmtybc | 21
Rewards our MVPs Receive  Inside Access to Product Managers                    Inside Access to Marketing Teams  An easy w...
Soft Rewards our MVPs Receive Personal Gifts for Special Occasions                 Exclusive MVP Outings Front Row Seating...
CASE STUDYCSC EMPLOYEE COMMUNITY“LIFEGUARD” PROGRAM © 2011 Computer Sciences Corporation   http://cmtybc.com   @cflanagan ...
CSC Life Guards                                           12(Assigned,(100(Total(                                         ...
CSC Life Guards                                           Planning(Partners,(Story(Tellers(                               ...
Life Guard Tiers                                                            Lifeguard(          Senior(Lifeguard(         ...
CSC Life Guards: Other Tactics• How-To’s / Weekly Calls• Communication Templates / Tools• “Master Lifeguard” Community Man...
Breakout Activity: 15 Minutes• Scenario  –  You re launching a customer     community in the manufacturing     industry (P...
Top Five Ways to Get Started1   Define(program(objec2ves(    Locate(and(engage(credible(2   advocates(    Match(“community”...
Questions and Answers                             QUESTIONS              http://cmtybc.com   @cflanagan   @ericakuhl @cmty...
Your Feedback = Help Those In Need!         •  For each completed            evaluation a donation will be            made...
THANK YOU                       Erica Kuhl                       Community Manager                       Salesforce.com | ...
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Community Advocates 101 Essential Ingredient for Success

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E20 Santa Clara Community Management Toolkit Workshop

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Community Advocates 101 Essential Ingredient for Success

  1. 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. 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. 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. 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. 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. 6. AdvocatesWHAT DO THEY DO?WHY DO YOU NEED THEM? http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 6
  7. 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. 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. 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. 10. 4. PRUNE& CURATE © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc 10 http://cmtybc.com @cflanagan @ericakuhl @cmtybc || 10
  11. 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. 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. 13. Advocates: What Motivates Them? 1.(Access( 2.(Recogni2on(/(Reputa2on( 3.(Influence( © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 13
  14. 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. 15. CASE STUDYSALESFORCE.COMCOMMUNITY MVP PROGRAM © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 15
  16. 16. Number of Voices Online Growing Fast © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 16
  17. 17. Challenge: Keeping Up with Growth © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 17
  18. 18. Harness Energy of Top Contributors http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 18
  19. 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. 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. 21. What Does It Mean to Be a MVP? © Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 21
  22. 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. 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. 24. CASE STUDYCSC EMPLOYEE COMMUNITY“LIFEGUARD” PROGRAM © 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 24
  25. 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. 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. 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. 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. 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. 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. 31. Questions and Answers QUESTIONS http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 31
  32. 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. 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
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