How Marshalls an Army of Advocates


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Erica Kuhl presents How Marshalls an Army of Advocates at the 2012 Summit on Customer Engagement

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  • Another way to look at advocates is thinking about “Word of Mouth Marketing”: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial peer-to-peer and customer-to-brand communications.
  • Ant’s Eye View has published a useful Advocacy Planning Framework. They suggest there are four main types of advocates distinguished by their primary behaviors and each of these segments can provide very important and tangible community and brand benefits.Connectors – help amplify your brand, providing necessary Word of MouthCritics – can help improve your brand or community’s offering, providing important insights or innovative ideasCreators – can help create important community content or help answer community member questionsAnd Collectors – can help organize community content by providing necessary tags, ranking content or moderating community contentThey suggest that once you understand these types of advocates, you can start planning engagement tactics and rewards that leverage the strengths of each of these advocate segments.For Instance, they suggest one of the key rewards critics appreciate is listening. When you listen to this audience, they can provide useful clues as to product improvements or innovation. And when you listen, you are valuing their opinions and encouraging their value to your brand. Rewards of access to key developers or influencers might be the currency that motivates community connectors as these advocates are motivated by expanding their reach and influence.NOT EVERY advocate is created equal.relate this to your audience (who are mostly customer reference professionals). Maybe something like, “OK, are you segmenting your customer references in this way?” “You might consider expanding your notion of what a “reference” is. There are a lot of people out there who can promote your firm, who aren’t necessarily your best buyers or traditional references.”
  • How Marshalls an Army of Advocates

    1. 1. How Marshalls anArmy of Advocates February 28th 2012 Erica Kuhl:
    2. 2. Who is Enterprise cloud computing company leading the shift to the Social Enterprise  100,000+ customers  275 Customer Showcase stories  10,000+ Weekly Community Visitors  70 Salesforce MVPs  140 Local User Groups
    3. 3. Who am I? Erica Kuhl Community Manager | Social Media & Community Linkedin: Blog: Twitter: @ericakuhl
    4. 4. Agenda  What is Advocacy?  Creating an Advocacy Program Framework  Building an MVP Program to Manage Social Growth  MVP Program Overview & Highlights  Demonstrating Program ROI  Q&A
    5. 5. Advocacy Definition  Active support of an idea or cause  Supports or promotes interests of another
    6. 6. Ant’s Eye View Advocacy Planning Framework 1. Segment by Behavior Connector Critic Creator Collector Amplifies Provides Answers Organizes. Tags, rates, conversations, Word of feedback, ideas questions, creates ranks and moderates Mouth and insights new content 2. Measure & Monitor by Objective 3. Reward with “ Currencies” Build Sell Support + Access = + Listen = Quality LoyaltyInnovation Resources + Status = Build Sell Support Colle ctor + Tools = Reprinted with permission Ant’s Eye View
    7. 7. Why We Build anAdvocacy Program
    8. 8. The Number of Voices Online is Growing Fast
    9. 9. The Challenge is Keeping Up With the Growth
    10. 10. Harness the Energy of Your Top Contributors
    11. 11. Unique Visitors Contributors: Post, Comment, Share MVPs MVPs Enthusiasts Dabblers Lurkers Enthusiasts DabblersSmall % of the Population... ...Fuels the Community
    12. 12. Recognize Exceptional Individuals Within Community for their Leadership, Knowledge, and Ongoing Contributions
    13. 13. What Does It Mean to Be an MVP?
    14. 14. MVP Program Design  New set of participants awarded 3x a year based on activities in the online and offline communities during the prior year  Year long term with the opportunity to be re-rewarded based upon the prior year’s contribution
    15. 15. Rewards our MVPs Receive Inside Access to Product Managers Inside Access toMarketingTeams Inside Access to Product Managers A Place to Connect Year Round
    16. 16. “Soft” Rewards our MVPs Receive Personal Gifts for Special Occasions Exclusive MVP Outings Front Row Seating at Events Executive Meet & Greets
    17. 17. Demonstrating ROI
    18. 18. MVPProgram ROI Measures  Engagement growth on all social channels  Advocates to call on to defend the brand  Customer driven relevant content  Speaking spots at key events  Voice of the community to
    19. 19. Don’t forget….
    20. 20. Processes & Procedures
    21. 21. Q&A