Driving Product Advocacy

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This document discusses strategies for driving customer advocacy and engagement. It begins by explaining why customer advocacy matters, as most customers trust recommendations from friends over advertising. It then discusses identifying early adopter "champions" from executives, employees, and satisfied customers. The document provides various mobilization strategies for champion networks, such as creating customer love packages with swag, social media campaigns, exclusive events, gamification, and advocacy platforms. It emphasizes continuous engagement through communities, certification programs, testimonials, and reviews. The document concludes by recommending starting an engagement program with a mission, identifying champions at scale, using enabling technology, and creating an action plan.

Technology

Driving Product
Advocacy:
Jumpstart your
Customer Engagement
Program

2
About Me
Emilia D’Anzica, MBA, PMP
Customer Growth Advisors, Principal
@emiliadanzica
• Proud Canadian - Image
• UBC Graduate - Image
• Customer Success & Customer Marketing Strategic Advisor - CGA

Agenda
Why? Customer Advocacy Matters
How do you Identify Champions
Strategies for ‘Mobilizing’ Your Champion Network
Actions to Take Today

Source: Jeanne Bliss, CCO & VIPCrowd
91% of B2C & 92% of B2B
customers worldwide trust
recommendations from
friends & peers more than
any form of advertising.
Up 74% from 10 Years ago.

Source: VIPCrowd
78% of buyers
have used case
studies to
research B2B
purchasing
decisions in the
past 12 months.

What’s in it for
Your Customer?
Network:
30%
Advocacy:
30%
Education
30%
Fun 10%
Top Reasons

96%of buyers surveyed expressed a
willingness to participate in
reference/advocacy activities when
satisfied with products & services
Source: Crowdvocate & Gartner
Your
Customers
14

Net Promoter Scores
When To Ask?
15
ChampionsPassivesDetractors

Customer
Relationship
Management
(CRM) Platforms
Scale, Align, Grow
16

Technology to Identify Your Early
Adopters & Champions
17
Source: https://getcatalyst.io/

Strategies for
‘Mobilizing’ Your
Champion Network

SWAG! Of course
Example Customer Love Packages

Social Media
Campaigns
• LinkedIn & Twitter Campaigns: story
contents, photo contents
• Ask your customers to ‘share’

Networking:
Exclusive
Events
Belonging: My
Domain Community

Advocacy
Platforms
Increase
Engagement
throughout your
Customer Journey
✓ Online/
mobile
community
✓ Mobile App
✓ Community
channels
✓ Notifications
✓ Email
✓ Mobile
✓ Chrome
✓ Messenger
✓ SMS
Source: Crowdvocate.com

Results when ‘Advocacy’ is a
Priority
• A ‘Cult’
• Name Dropping
• From CEO
• Loyal Customers

Start Your Engagement Program Today
Mission Who
Scale
Tech
Stack
Source: VIPCrowd

Thank you!
Emilia D’Anzica
edanzica@gmail.com
@emiliadanzica

This document discusses how to build a champion network by identifying advocates and mobilizing them. It recommends identifying champions among executives, employees, customers with high satisfaction and net promoter scores. Strategies suggested for engaging champions include providing swag, authentic social media campaigns, exclusive events, gamification, advocacy platforms, communities and continuous engagement through certification programs and online reviews. The key takeaway is that champion networks and customer advocacy are the fastest ways to grow a brand through trusted peer recommendations.

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Driving Product Advocacy

1. Driving Product Advocacy: Jumpstart your Customer Engagement Program

2. 2 About Me Emilia D’Anzica, MBA, PMP Customer Growth Advisors, Principal @emiliadanzica • Proud Canadian - Image • UBC Graduate - Image • Customer Success & Customer Marketing Strategic Advisor - CGA

3. Agenda Why? Customer Advocacy Matters How do you Identify Champions Strategies for ‘Mobilizing’ Your Champion Network Actions to Take Today

4. Why An Engagement Program

5. Source: Crowdvocate

6. Source: Jeanne Bliss, CCO & VIPCrowd 91% of B2C & 92% of B2B customers worldwide trust recommendations from friends & peers more than any form of advertising. Up 74% from 10 Years ago.

8. Source: VIPCrowd 78% of buyers have used case studies to research B2B purchasing decisions in the past 12 months.

9. Your Champion Network & Content are the Fastest Way to Grow Your Brand

10. What’s in it for Your Customer? Network: 30% Advocacy: 30% Education 30% Fun 10% Top Reasons

11. Other Motivators Centralization: brand engagement Contribution: to product/ company ‘I like & admire’ Marketplace : career opportunities Value: personal growth, education More Reasons

12. Your Executives Image Source 12

13. Your Employees 13

14. 96%of buyers surveyed expressed a willingness to participate in reference/advocacy activities when satisfied with products & services Source: Crowdvocate & Gartner Your Customers 14

15. Net Promoter Scores When To Ask? 15 ChampionsPassivesDetractors

16. Customer Relationship Management (CRM) Platforms Scale, Align, Grow 16

17. Technology to Identify Your Early Adopters & Champions 17 Source: https://getcatalyst.io/

18. Strategies for ‘Mobilizing’ Your Champion Network

19. SWAG! Of course Example Customer Love Packages

20. Social Media Campaigns • LinkedIn & Twitter Campaigns: story contents, photo contents • Ask your customers to ‘share’

21. Networking: Exclusive Events Belonging: My Domain Community

22. Gamification of the Experience = Fun + Perks while promoting your brand. Source: Crowdvocate

23. Advocacy Platforms Increase Engagement throughout your Customer Journey ✓ Online/ mobile community ✓ Mobile App ✓ Community channels ✓ Notifications ✓ Email ✓ Mobile ✓ Chrome ✓ Messenger ✓ SMS Source: Crowdvocate.com

24. Communities

25. Continuous Engagement

26. Certification Program

27. Results when ‘Advocacy’ is a Priority • A ‘Cult’ • Name Dropping • From CEO • Loyal Customers

28. Video Testimonials

29. Online Reviews

30. Your Action Plan

31. Start Your Engagement Program Today Mission Who Scale Tech Stack Source: VIPCrowd

32. Thank you! Emilia D’Anzica edanzica@gmail.com @emiliadanzica