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@lamiki 
#socialfresh 
Laura Kimball 
@lamiki 
#socialfresh 
HOW TO GIVE & GET VALUE FROM A POWER USER COMMUNITY
@lamiki 
#socialfresh 
@lamiki 
#socialfresh
@lamiki 
#socialfresh
@lamiki 
#socialfresh 
WHY DO ADVOCATES MATTER? 
•83% more likely to share information about a product than typical web users 
•50% more likely to influence a purchase 
•92% of consumers trust recommendations from friends & family over all other forms of advertising 
Sources: 
•Field Guide to Brand Advocates, BzzAgent, May 2011 
•Global Trust in Advertising report, Nielsen, April 2012
@lamiki 
#socialfresh 
CONNECTED 
PERSONAL 
PASSIONATE 
HONEST 
AUTHENTIC 
CRITICAL
@lamiki 
#socialfresh
@lamiki 
#socialfresh 
YOUR MOTIVATIONS 
Word-of- mouth 
Social Activation 
Innovation 
New Products 
Insights 
Research, 
Feedback
@lamiki 
#socialfresh 
THEIR MOTIVATIONS 
INSIDER ACCESS SHARETHEIR OPINIONS 
OPPORTUNITY TO INFLUENCE THE COMPANY 
EXCLUSIVE OFFERS & PERKS 
SEEING RESULTS RECOGNITION & SMALL THANK YOUS
@lamiki 
#socialfresh 
Laura Kimball / @lamiki 
HOW THE MAGIC HAPPENS
@lamiki 
#socialfresh 
PLATFORM & PARTNER
CULTIVATE COMMUNITY 
@lamiki 
#socialfresh
@lamiki 
#socialfresh 
DELIVER ON YOUR PROMISES
@lamiki 
#socialfresh 
HOW TO GET & GIVE VALUE 
1.Who are your power users? 
2.What value are you looking to get from them? 
3.What will they want in exchange? 
4.What tools and resources do you need? 
5.How can you continue to cultivate this community? 
6.Are you delivering on what you promised?
@lamiki 
#socialfresh 
Not sure what they want? Just ask.
@lamiki 
#socialfresh 
THANK YOU 
Laura Kimball 
@lamiki 
laura_kimball@htc.com 
elevate.htc.com

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