Advocacy Advantage: Palo Alto
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The document summarizes a conference on advocacy and customer marketing. It includes an agenda for the conference with presentations on topics like sparking the customer movement, engaging advocates, and building a community team. Session speakers are from companies like Influitive, Mobify, and Moz. The goal of the conference is to discuss how companies can activate advocates through systematic programs that are embedded in their operations and engage hundreds to thousands of advocates.
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Advocacy Advantage: Palo Alto
- 3. Jim Williams VP Marketing, Influitive @jimcwilliams 3
- 5. 5
- 6. 6
- 7. 7
- 8. 8 The internet and social Web have made it possible for any voice to be heard, but to be truly heard you have to be authentic. If not, you will be discovered, you will be exposed, and you’ll be derided.
- 9. 9 71% of buyers who see a personal value in a B2B purchase will end up buying. Personal value had 2X the impact over business impact.
- 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 10 Consumers trust people the most Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014 To what extent do you trust each of the following types of promotion? (Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)
- 11. There’s a Silent Killer in your Sales Pipeline Of buying happens ‘below the surface’ 75%
- 12. 12
- 13. Self-ish Marketing • Company talking about itself • Pushing products • Handful of go-to references • Companies control brands • Noise Advocate Marketing • Customers raving in public • Building lifetime relationships • Army of advocates • Brands built by customers • Cut through the noise The winners embrace a new model 13 TO
- 14. Access Power 14 Status Belonging Social triggers that drive advocacy
- 15. 15
- 17. The Advocacy Imperative activate your advocates with a rigorous, systematic approach 17 A central organizing principle embedded in the fabric of the company Human experience authentic, deeply personalized, sense of community Everywhere advocacy happens persistent engagement of 100s to 1000s of advocates
- 18. the best spark a movement powered by a groundswell of advocates 18
- 20. 20 Today’s Agenda 2:00PM Opening Remarks: Sparking The Movement with Jim Williams (Influitive) 2:20PM How To Spark The Customer Movement with Lori Bush Shepard (Mobify) 2:50PM Authentically Engaging Advocates To Tell Your Story with Mia Dand (Lighthouse) 3:15PM Networking Break 3:40PM Being Human Is The New Business Imperative with Bryan Kramer (PureMatter) 4:05PM Building A High Performance Community Team with Jennifer Sable Lopez (previously MOZ) 4:30PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive 4:55PM Closing Remarks 5:05PM Networking and Appetizers #advocacyadv
- 21. Lori Bush Shepard VP Marketing, Mobify @LBShepard 21
- 22. How to spark the customer movement Lori Bush Shepard, VP Marketing
- 23. Once upon a time…
- 25. Then came this.
- 27. So, who am I to talk?
- 28. Expand usage Increase advocacy Improve renewals Customer marketing is your strategic weapon
- 29. Expand usage with customer nurture Lifecycle-based • Welcome email • Tour of community • Thought leadership (change management, etc.) • Implementation satisfaction surveys • Top tips and tricks Program-based • New release updates • Quarterly webinars • Training invitations/videos • Newsletters • What your peers are doing
- 30. Top tips: - Hire smart - Partner with CS
- 31. Increase advocacy through online/offline programs
- 32. Pre-event Challenges • Content suggestions • Q&A for Adam Savage • Promote registration At Event • Guru lounge • Sign-ups for Advocate Hub • Live challenges for reviews
- 33. Did it work? 400 100% 28% 44% 93% First-year attendees (Box had 200 at their first) Increase in reviews Increase in active advocates Increase in monthly challenge completions Satisfaction with event
- 34. $2.8M in influenced revenue in just 9 months
- 35. Top tips: - Use online to promote events - Use events to expand online
- 37. Improve renewals by expanding loyalty and reach Expand your network • Customer nurture to all users • User (non-admin) training and content • LinkedIn programs before & after • Move up • Executive sponsor programs • Customer Advisory Boards • Innovators Circle exec track • Exclusive access to content
- 38. 97-99% renewal rate across engaged participants
- 39. Top tips: - Leverage your execs - Add value to each user
- 40. Expand usage Increase advocacy Improve renewals Customer marketing is your strategic weapon
- 41. One last tip
- 42. Q&A
- 43. Mia Dand - No Slides CEO, Lighthouse3 @MiaD 43
- 45. Influitive EDGE Be. Customer. Obsessed. Be. Customer. Obsessed. Learn the advocate marketing skills that will drive your career forward. SELF PACED MOVE AT A SPEED THAT IS COMFORTABLE FOR YOU On-line, interactive training courses, covering the fundamentals of advocate marketing and the Influitive platform. CERTIFICATE COURSES GAIN CONFIDENCE AND BECOME AN ADVOCACY PRO Get certified and be ready for today's and tomorrow's marketing challenges. *NEW COURSE* BulletProof Advocacy Building an Advocacy Program Your Customers & CMO Will Love edge.influitive.com
- 46. 46
- 47. Bryan Kramer - No Slides President & CEO, PureMatter @bryankramer 47
- 48. Jennifer Sable Lopez Community Leader & Consultant, Previously at MOZ @jennita 48
- 49. @jennita Building a High Performance Community Team By Jennifer Sable Lopez
- 50. Jen Sable Lopez Formerly: Sr. Director of Community at Moz ★ Colon cancer survivor ★ Built HireMoz.com to showcase laid off coworkers ★ Tweets in Harry Potter .gif soundbites Community Consultant jensablelopez.com
- 51. Building a High Performance Community Team
- 52. Building a High Performance Community Team
- 53. Building a High Performance Community Team
- 57. 2011
- 58. 2012 2011
- 59. 2011 2012 2013
- 62. Start with YOU
- 63. Understand your goals 63 Understand your goals
- 64. @jennita http://www.gallup.com/poll/157679/americans-strengths-stress-less.aspx Focus on your strengths
- 66. @jennita What? You’re a manager… of Community?! Gallup StrengthFinder
- 67. @jennita Break up tasks by type
- 69. @jennita Create backups and train
- 72. Use this process with the teamUse this process with the team
- 74. @jennita Painful process caused this “hate” Learn each person’s tasks
- 75. @jennita We found tasks that weren’t needed! Learn each person’s tasks
- 77. @jennita Someone out there who *loves* this? Discover openings
- 78. @jennita Break down team tasks
- 79. @jennita Create backups for EVERY task
- 83. @jennita Remember, as an individual I was 0% Relationship Building Combine your strengths
- 84. Get your job done AND have a life
- 85. Now you can grow the team!
- 86. Find someone internal! No budget?
- 87. @jennita Which skillsets are needed?
- 88. @jennita Need more execution? Missing any strengths?
- 89. @jennita Need more execution? Missing any strengths?
- 92. @jennita Take all these tasks Check in each quarter Make necessary changes Do it all again Continuous process
- 93. ❑ Know yourself
- 94. ❑ Know yourself ❑ Know the team
- 95. ❑ Know yourself ❑ Know the team ❑ Grow the team
- 97. Build your high performing community team
- 98. Resources ➢ Personal Task Worksheet http://bit.ly/personaltasks ➢ Team Backup Worksheet http://bit.ly/teambackup ➢ Gallup StrengthFinder Test https://www.gallupstrengthscenter.com/
- 99. Thank you! Thank you! Jen Sable Lopez jensablelopez.com @jennita
- 100. Deena Zenyk Principal Consultant, Customer Marketing & Advocacy, Influitive @DeenaZenyk 100
- 101. What is Your Advocacy Advantage?
- 102. 102
- 103. Once Upon an Advocate Marketer 103 #advocacyadv
- 104. 104 #advocacyadv
- 105. 105 #advocacyadv
- 106. 106
- 108. 108 ? ? ? ?
- 109. Transactional or Transformative? You Decide. 109 #advocacyadv
- 113. Influitive, the Advocate Marketing Platform 113
- 114. Our Approach: Help Deploy Your Advocacy Program 1. Establish Advocacy Program Plan Collaborate to help define goals, team, approaches, and timelines for your overall advocacy program. 2. Create Blueprint Via Influitive Services or a certified partner, establish a blueprint and deploy your advocacy program within Influitive’s Advocate Hub. 3. Manage Success Plan Via our Advocacy Coach, meet quarterly to monitor program, KPIs, plans and adjustments to approach.
- 115. Have 2 Minutes? Would love your feedback. bit.ly/AARsurvey 115