Building an Advocate Community Model One: Innovation Model Two: Corporate Voices Model Three: User-Generated Campaign Model Four: Loyalty Model Five: Enthusiasts Model Six: Association/Subcription Model Seven: Peer Support Model Eight: Events

Model One: Innovation

Model Two: Corporate Voices

Model Three: User-Generated Campaign

Model Four: Loyalty

Model Five: Enthusiasts

Model Six: Association/Subcription

Model Seven: Peer Support

Model Eight: Events

Model One: Innovation T he Objective Creation of a new product Creation of a new service Major changes to a new product or service Market research into customer preferences 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 Number of Acted on Ideas Latest Ideas

Creation of a new product

Creation of a new service

Major changes to a new product or service

Market research into customer preferences

Exploration of how to improve a business program (e.g., subscriber program, partner program, etc.)

Number of Members vs. Number of Ideas

Number of Acted on Ideas

Latest Ideas

Case Study – My Starbucks Idea

Model Two: Corporate Voices The Objective Executive dialogue: CEO, CTO, CMO, etc. 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. 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 Number of Comments against Post Dates Number of Registered Users Trend

Executive dialogue: CEO, CTO, CMO, etc.

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.

Corporate topics: provides a way to have a personal dialog with your market about topical issues (e.g., environmental, brand-related, etc.)

Page Views Trend

Number of Comments against Post Dates

Number of Registered Users Trend

Case Study – CNA Blogs

Model Three: User-Generated Campaign The Objective Branding campaign Product launch or major new release Lead generation program Launch of new company or division PR event or campaign How Success is Measured Number of Contributions vs. Viewers Trend Number of Registered Users Most Recent Contributors (5 or 10)

Branding campaign

Product launch or major new release

Lead generation program

Launch of new company or division

PR event or campaign

Number of Contributions vs. Viewers Trend

Number of Registered Users

Most Recent Contributors (5 or 10)

Case Study – NTUC Fairprice

Model Four: Loyalty The Objective You have a loyal base of customers with whom you would like to engage and reward You have a formal loyalty program that you’d like to build on How Success is Measured Number of Members vs. Member Participation graph Number of Page Views Trend Top Contributing Members

You have a loyal base of customers with whom you would like to engage and reward

You have a formal loyalty program that you’d like to build on

Number of Members vs. Member Participation graph

Number of Page Views Trend

Top Contributing Members

Case Study – Converse Japan

Model Five: Enthusiasts The Objective To stimulate a common passion in your audience 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 Page View Trend Profile Completeness

To stimulate a common passion in your audience

Encourage members to share their thoughts and ideas on anything related to the theme as well as invite others that share the same interest.

Number of Registered Users vs. Participation

Page View Trend

Profile Completeness

Case Study – HungryGoWhere.com

Model Six: Association/Subcription The Objective Private community for your customers How Success is Measured Number of Members vs. Member Activity Chart New Members this month (By level) Most Active Members

Private community for your customers

Number of Members vs. Member Activity Chart

New Members this month (By level)

Most Active Members

Case Study - StartUp.biz

Model Seven: Peer Support The Objective Members can support each other Members who like to solve others’ problems How Success is Measured Questions vs. Answers Trend Graph Total Questions vs. Open Total Answers ($ amount per answer option) Top Supporters

Members can support each other

Members who like to solve others’ problems

Questions vs. Answers Trend Graph

Total Questions vs. Open

Total Answers ($ amount per answer option)

Top Supporters

Case Study – Hardware Zone

Model Eight: Events The Objective Builds and maintains buzz around an event How Success is Measured Registrants vs. Participation graph Top Participants/Most Active Registrants

Builds and maintains buzz around an event

Registrants vs. Participation graph

Top Participants/Most Active Registrants

Case Study - Twestival

Contact Me Email @ [email_address] Facebook: facebook.com/rodericklow Facebook Page: facebook.com/kinetiqbuzz Twitter: twitter.com/rodericklow Blog: expeditusmedia.com

Email @ [email_address]

Facebook: facebook.com/rodericklow

Facebook Page: facebook.com/kinetiqbuzz

Twitter: twitter.com/rodericklow

Blog: expeditusmedia.com