The document discusses using a "Peaks & Valleys Method" and campaigns-based approach to advocate engagement. It outlines reasons why campaigns are effective, including allowing strategic alignment to core metrics and improved workflow planning. The method involves curating periods of low activity and using that time for planning. Campaigns should have a theme or focus designed to achieve success metrics. Examples of campaigns for different engagement goals are provided, along with a sample campaign calendar and how reporting can showcase value over just metrics.

1. Deena Zenyk
Director, Center of Excellence
Old Meets New:
A Strategic, Campaigns-Based Approach to Advocate
Engagement

2. In this session:
Ø Peaks & Valleys Method
Ø Six Reasons Why Campaigns are Effective
Ø Planning Your Campaigns

3. Ø Not sure what to do
Ø Reactive versus proactive
Ø Scrambling to hit metrics
Ø Juggling stakeholders
Ø Struggling to surface value
Ø Never. Enough. Time.

4. Find >
Invite >
Engage >
Huh?
4

5. Panic Mode!

6. What if there is a better
way?
More robust & predictable
More strategic & targeted
More manageable & mindful
More value driven

7. Peaks & Valleys
What goes up
must come down

8. Ø Working to a strategic plan
Ø Curating periods of low advocate activity
Ø Using “down time” wisely
Ø Aligning the budget to value
Peaks & Valleys Method

9. Campaigns are a coordinated series of
challenges or activities with a theme or
focus that is designed to achieve one or
more core success metrics.

10. 6REASONS WHY
CAMPAIGNS ARE EFFECTIVE

11. 1Looking ahead allows you to strategically align
advocate activity to your core metrics

12. 2A monthly program plan allows for improved
workflow planning and more predictable
resourcing.

13. 3This is a highly organized approach.
You’ll know what to do and when to do it.

14. 4Budget and program value are linked, making
measuring and reporting easier

15. 5Focus your time on building relationships,
not daily challenge creation.

16. 6Let’s you and your advocates focus when
and where it matters most.

17. Planning Campaigns

18. Planning Launch Peak Wrap Up Reporting
Align internal
resources and budgets
Teaser of campaign
Challenge building
Start of campaign
Launch of activities
Interactions with
advocates
Most exciting part of
the campaign
Result driving actions
Highest engagement
Campaign follow-up
Announcement of
winners & thank you
messages for
advocates
Gather feedback
Reporting results
Showcase results to
executive team
Use feedback for future
planning
The Hum
Daily program maintenance: Engagement with advocates, reporting, department one off requests, etc.
70% of the time you have allotted for advocate program
30% of the time you have allotted for advocate program
Five Phases of Campaign Execution

19. Campaign Examples
Goal: Increase product education
Theme: Vintage video games
Metric: Increase product education
by 25% over last quarter
Story: Advocates will navigate
through different vintage computer
games. Each game will be themed
around a different product and
advocates must complete a series of
themed challenges to win and
advance to the next game
Advocate role: Advocate will play the
hero in each game
February - Nurture
Goal: Drive referrals
Theme: March Madness / basketball
Metric:
1. 100 referral lead - end of Day.
2. 30 qualified leads - end Mar.
3. 10 closed deals - end of Apr.
Story: Advocates will compete to win
a new bracket each week (ask
challenges). If they complete the task
correctly, they will move on to the next
bracket / set of challenges.
Advocate role: Advocate will pick
their favorite basketball team
March - Mobilize

20. DNM in Action
FEBRUARY
Nurture
JANUARY
Discover
Launch Campaign:
Invite a new batch of
advocates into the
program
MARCH
Nurture
Education Tips &
Tricks Campaign:
Share best practices
with your advocates
Program Feedback
Campaign: Solicit
input from your
advocates
APRIL
Mobilize
Advocacy Objective
Campaign: Design a
campaign aligned
with one of your goals
JUNE
Nurture
MAY
Mobilize
Advocacy Objective
Campaign: Design a
campaign aligned
with one of your goals
JULY
Mobilize
Spotlight Campaign:
Design a campaign
that highlights your
advocates
Advocacy Objective
Campaign: Design a
campaign aligned
with one of your goals
AUGUST
Nurture
Engagement
Campaign: Design a
campaign purely
around engagement!

21. Campaigns & Reporting
What did I spend? What Metric Did I
Support?
What Value do I
report?
10 advocate-authored
blog posts
I spent $500 to
reduce our content
creation costs by
$7,500 in 15 days
$500 on a grand prize
and two runner up
prizes

22. What to Pack
Out with You
• Embrace the Peaks & Valleys
• Use a campaigns-based approach
• Keep DNM in balance
• Report value not metrics