ckSuperfans! Everyone likes to feel appreciated. This simple fact of life especially holds true for brands like HP and Autodesk who have perfected the art of unlocking the power of their superfans. Join Bill and Jason as they describe their unique approaches to forming online and offline programs to build and sustain advocates. You will get a chance to learn about their most successful strategies and potential pitfalls as you think about how to honor and nurture your own superfans.
Developing an Online Community Advocacy (MVP) Program
Community Sizing & Participation ModelLevel Descriptors Annual Conversion Estimates Notes / AssumptionsCustomers RateGlobalCustomersGlobal Customers40,000,000* •Base000,000RegisteredMembers(Base)Members 5% Conversion Rate2,000,000•5% • Based on 5% activated customer base.Casual MembersParticipants 10% Conversion Rate200,000•10% • Assuming 10% of registered based will be active.Active MembersEngaged 4% Conversion Rate8,000•4% • Assuming 4% of registered base will perform at a highlyengaged level – multiple contributions per monthAdvocatesa.k.a. MVPs200•2.5%ov „12) • Assuming 2.5% of highly engaged members will qualify forAdvocate status• 44% of total accepted solutions contributed by 150 SUs &Mentors@billjohnston | #linc
• No formal VIP/MVP member program in place; our bestmembers are going unacknowledged• Community ranking complex & without a tie into a morerobust reward & recognition system• PR & Social teams working on “influencer” programs• Recent survey data: perception of lack of ADSKparticipationNet: An opportunity to formally engage our most valuable &active members, catalyze their efforts and groom futureadvocates.Autodesk Advocacy - The Beginning75 Dell Rockstarscontribute 45% of allcontent in Dell’sCommunitiesMicrosoft assigns avalue of $180k per MVPannually@billjohnston | #linc
Expanding our Community Advocates to 200+ members - Feb FY15• Integrate Student Expert Program adding students to the program• Formal nomination process w/ board review• Enhance presence at AU Las Vegas• Participate in AU International events (Brazil and China)Increase Program Value for Members• New Licensing Program = access to all products during term• Host 1st annual Expert Elite Summit May 8 & 9 – San Francisco• Monthly Autodesk Speaker SeriesAutodesk Expert Elite – Looking Forward@billjohnston | #linc