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Building An Advocate Community

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The next phrase of marketing is to build an advocate community for your brand. Here are 8 different ways you can build your community.

The next phrase of marketing is to build an advocate community for your brand. Here are 8 different ways you can build your community.

Published in: Business, Technology, Education

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Transcript

  • 1. Building an Advocate Community
    • Model One: Innovation
    • 2. Model Two: Corporate Voices
    • 3. Model Three: User-Generated Campaign
    • 4. Model Four: Loyalty
    • 5. Model Five: Enthusiasts
    • 6. Model Six: Association/Subcription
    • 7. Model Seven: Peer Support
    • 8. Model Eight: Events
  • 9.
      Model One: Innovation
    T he Objective
    • Creation of a new product
    • 10. Creation of a new service
    • 11. Major changes to a new product or service
    • 12. Market research into customer preferences
    • 13. Exploration of how to improve a business program (e.g., subscriber program, partner program, etc.)
    How Success is Measured
    • Number of Members vs. Number of Ideas
    • 14. Number of Acted on Ideas
    • 15. Latest Ideas
  • 16. Case Study – My Starbucks Idea
  • 17.
      Model Two: Corporate Voices
    The Objective
    • Executive dialogue: CEO, CTO, CMO, etc.
    • 18. Product or technology areas: direct communication between a product team and its users to keep them informed about news and activities and hear what they think.
    • 19. Corporate topics: provides a way to have a personal dialog with your market about topical issues (e.g., environmental, brand-related, etc.)
    How Success is Measured
    • Page Views Trend
    • 20. Number of Comments against Post Dates
    • 21. Number of Registered Users Trend
  • 22. Case Study – CNA Blogs
  • 23.
      Model Three: User-Generated Campaign
    The Objective
    • Branding campaign
    • 24. Product launch or major new release
    • 25. Lead generation program
    • 26. Launch of new company or division
    • 27. PR event or campaign
    How Success is Measured
    • Number of Contributions vs. Viewers Trend
    • 28. Number of Registered Users
    • 29. Most Recent Contributors (5 or 10)
  • 30. Case Study – NTUC Fairprice
  • 31.
      Model Four: Loyalty
    The Objective
    • You have a loyal base of customers with whom you would like to engage and reward
    • 32. You have a formal loyalty program that you’d like to build on
    How Success is Measured
    • Number of Members vs. Member Participation graph
    • 33. Number of Page Views Trend
    • 34. Top Contributing Members
  • 35. Case Study – Converse Japan
  • 36.
      Model Five: Enthusiasts
    The Objective
    • To stimulate a common passion in your audience
    • 37. Encourage members to share their thoughts and ideas on anything related to the theme as well as invite others that share the same interest.
    How Success is Measured
    • Number of Registered Users vs. Participation
    • 38. Page View Trend
    • 39. Profile Completeness
  • 40. Case Study – HungryGoWhere.com
  • 41.
      Model Six: Association/Subcription
    The Objective
    • Private community for your customers
    How Success is Measured
    • Number of Members vs. Member Activity Chart
    • 42. New Members this month (By level)
    • 43. Most Active Members
  • 44. Case Study - StartUp.biz
  • 45.
      Model Seven: Peer Support
    The Objective
    • Members can support each other
    • 46. Members who like to solve others’ problems
    How Success is Measured
    • Questions vs. Answers Trend Graph
    • 47. Total Questions vs. Open
    • 48. Total Answers ($ amount per answer option)
    • 49. Top Supporters
  • 50. Case Study – Hardware Zone
  • 51.
      Model Eight: Events
    The Objective
    • Builds and maintains buzz around an event
    How Success is Measured
    • Registrants vs. Participation graph
    • 52. Top Participants/Most Active Registrants
  • 53. Case Study - Twestival
  • 54. Contact Me
    • Email @ [email_address]
    • 55. Facebook: facebook.com/rodericklow
    • 56. Facebook Page: facebook.com/kinetiqbuzz
    • 57. Twitter: twitter.com/rodericklow
    • 58. Blog: expeditusmedia.com