1. Building a Superfan Community

2. Discussion Topics
THE BIRDS & IDENTIFY, TRACK THE SUPERFAN SUPERFAN SUPERFAN
THE SUPERFANS & ENGAGE VIP TREATMENT DON’TS DO’S
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 2

3. The Birds and the Superfans
Where do Superfans come from?
Great Product
Great Service
Great Community
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 3

4. Superfans Defined
• Superfans are
customers/enthusiasts who
engage, praise or recommend
your brand – and they do so
without getting paid!
• Superfans are brand
ambassadors
• Superfans are your brand’s WOM
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 4

5. Why Are Superfans Important?
140,000,000 active users on Twitter
950,000,000 active users on Facebook
36% of social networkers post about brands
92% of consumers worldwide trust recommendations
from friends and family more than any form of advertising,
up from 74% in 2007.
(Nielsen, April 2012)
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 5

6. Identify Superfans
ENGAGEMENT: FEEDBACK: KUDOS: PROMOTION: SUPPORT:
People who People who People who post People who People who stand by
respond regularly provide about positive recommend your your brand even
to brand posts suggestions for experiences with brands product during tough times
improvement the brand and or service
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 6

7. Keep Track of Superfans
• Create Twitter lists/streams for Superfans
• Maintain record of engaged people in
other active channels
• Flag Superfans in your CRM system
• Subscribe to blogs written by Superfans
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 7

8. Engage With Superfans
• Read Superfan blogs and leave
comments
• Converse with Superfans on relevant
topics
• Get to know Superfan interests outside
the brand, converse on their topics
• Always thank Superfans for kudos and
ask for feedback
• Be genuine and likeable
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 8

9. The Superfan VIP Treatment
Give Superfan Support Feature Ask Superfans Surprise Provide
shout-outs and Superfans by Superfans on for input on fun Superfans Superfans with
encouragement sharing their social channels stuff, like with gifts exclusive
posts and events contests information
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 9

10. The RingCentral Superfan VIP Treatment
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 10

11. RingCentral Superfans in Action
I received your package a couple of days ago and just opened it
last night. What a pleasant surprise! It’s not every day that Yes! I’m a superfan and
you receive a box of goodies from a company that recommend RingCentral to all!
appreciates your business. Thank you ever so much. Don’t – Dawn
worry; I plan on remaining a customer for many years to come.
– Sharon Moore
Just wanted to let you know we got a package from
you today, it was filled with the coolest stuff! Thank
you so much, we truly appreciated it. It’s great being
a Superfan.
– Frankie Fiedler
Yes…thank you for your appreciation. I truly am a Superfan…I was
incurring $200 plus per month in AT&T business phone charges before
switching completely to RingCentral in January. I am a mobile lawyer
and the mobile plan has been a tremendous value and provides
exceptional service to my business. I really want RingCentral
to succeed.
– Rich
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 11

12. Superfan Don’ts
• Don’t choose superfans based on number
of followers
• Don’t be inauthentic
• Don’t make your superfans feel obligated
• Don’t engage too frequently
• Don’t overdo the public superfan hype
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 12

13. Superfan Do’s
• Do loop in your legal department
• Do take a no-strings attached approach
• Do welcome customers who ask to join the
Superfan program
• Do be extra-responsive when a Superfan
needs help with product/service
• Do provide a public definition about the
Superfan program
• Do engage with potential Superfans – they
don’t grow on trees
• Do connect your Superfans to each other
@baoch | @ringcentral ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 13

14. ©2012 RingCentral, Inc. All rights reserved. RingCentral Confidential 14