advocate and influencer program strategy

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Christopher Carfi | [email protected] | antseyeview.com

Turning fans into advocates

Advocate engagement

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2 ©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View

Experienced practitioners Ant’s Eye View is a strategic management consulting !rm that helps recognizable brands transform into enterprises that fully engage with their customers. Our practitioner heritage sets us apart.

A platinum client list Founded in 2009, our client list now includes large, complex organizations such as AT&T, Autodesk, Cisco, EMC, Google, Jack in the Box, KPMG, Microsoft, P&G, Scotiabank, Unilever, USAA and Wells Fargo.

Ant’s Eye View: Who we are

Our leadership team:

Sean O’Driscoll, CEO & co-founder Jake McKee, SVP & co-founder Dustin Johnson, SVP & Managing Director, Seattle Sean McDonald, SVP & Managing Director, Austin Todd Shimizu, SVP & Managing Director, Mountain View

Our team includes social engagement leaders from:

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Credentials and experience

Books we’ve written

Quote about Ci#zen Marketers

Books that feature our work

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B2C

B2B

Our clients, B2B and B2C

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De"ning in#uencers and advocates

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In#uencers and advocates

An in!uencer is someone who actively shares their opinions, passions and

expertise through their (large) personal and professional networks.

An advocate is someone who proactively defends, promotes and participates in the public conversation for a particular brand,

product, service or cause.

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In#uencers are ampli"ers and accelerators

INFL

UEN

CERS

message message

message

message

message

message

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De"nition of advocacy

Advocacy (Ad-vo-ca-cy), noun 1. the act of pleading for, supporting, or recommending 2. aiding the cause or policy or interests of 3. a vehement and vociferous advocacy of a cause 4. the act of earnestly supporting or encouraging

Advocate (Ad-vo-cate), noun

1. one that pleads the cause of another 2. one that defends or maintains a cause or proposal 3. one that supports or promotes the interests of another

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Advocates are defenders of the brand

The vision: Find, connect and engage advocates to amplify messages and create lasting relationships between your organization and a growing community of passionate users.

I like you.

(That’s “satisfaction.”)

Functional orientation Expectations consistently met

Transactional relationship Low engagement

I defend you.

(That’s “advocacy.”)

Affinity orientation Products fuel creativity

Proactive brand defense Expectation for transparency Attached to a “higher calling”

I love you.

(That’s “loyalty.”)

Relationship orientation Products exceed expectations

Recommendation behavior Active engagement

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From campaigns to always-on

Social-driven marketing Value-add products/services, supported by campaigns and consistent social interaction, yield sustained relationships, helping to inspire loyalty and advocacy. Key

Interest Platform / service

Campaign size Advocacy base

Traditional marketing Cyclical campaigns and press announcements yield transactional relationships. Key

Interest

Campaign size

Year 1 Year 2 Year 3 Year 1 Year 2 Year 3

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Meet Goran

Source: nivas.hr

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Why?

Adobe bleeds so we can have good software that provides our daily bread and milk (and honey). I bleed for Adobe. Even if Microsoft buys Adobe, even if Adobe changes logo, even if entire digital world collapses and everything goes to hell – this logo was a part of my life during the last 12 years, and by the looks of it, it will be for the next 12 as well. It feeds me, it pays my bills, it drives me, and it makes me a better person. As such, in my mindset, it deserves this.

- Goran Daemon Peuc

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Helps establish and communicate desired social status in a way that coincides with a person’s own values, beliefs and principles, enabling them to achieve important current and future personal life-goals and priorities

IDENTITY

2source: h*p://www.flickr.com/photos/alarzy/4231225160/

There are "ve key drivers of advocacy

KNOWLEDGE

Access to specialized and privileged information and resources that deepen an advocate’s understanding, experience and admiration for brand values

BELONGING

Clearly de!ned membership, with places and times that advocates can interact with peers to exchange knowledge and co-create experiences around the brand they share a passion for

5

TRUST

A reputation for delivering on its quality standards and promises (functional, aesthetic and social), providing a unique, authentic product and service experience

4

INVOLVEMENT

Anticipation of, and enjoyment from, interacting regularly with the brand, building familiarity and developing an ongoing human dialogue that is valued

3

1

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The three types of online communities

411 911

511

911: Break/Fix

Something is keeping the customer from completing his/her current task.

“DRIVE ANSWERS”

511: Explore & Discover

Understanding of how others are using the product resulting in change of customer’s perceptions & utilization of the product in new/interesting ways.

“DRIVE RELATIONSHIPS”

411: Learn & Improve

Additional knowledge/assistance can help a customer to optimize his/her current task & expand value from the product.

“DRIVE CONNECTIONS”

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Advocacy case studies

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©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View 16

Microso$ MVP: Activation and Advocacy

Organization Microsoft Question How to recognize and motivate over 4000 advocates worldwide? Key insight Deeper relationships between brand and key customers yield bene!ts for both Tangible bene"t •  Nearly 10MM answers provided through support channels •  $1MM+ in savings in content creation staffing •  MVPs contribute 5x more bugs than the average Beta

participant •  MVPs contribute 10x more validated solutions than non-MVP

participants

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Aruba Networks: Activation and Advocacy

Organization Aruba Networks Question How can a technically-focused brand connect with customer and industry MVPs for increased engagement? Key insight Put the customer’s needs !rst The solution MVP program tightly integrated with community, event and certi!cation activities Tangible bene"t Highly engaged customers, market reach, increased engagement

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Lytro: Activation and Advocacy

Organization Lytro Question How does a new upstart scalably connect with its advocates? Key insight Different advocates have different needs The solution Advocacy program that meets the needs of artists, scientists and activists Tangible bene"t Movement from ad-hoc advocate engagement to a scalable, repeatable process

Source: Lytro

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Who else is thriving through advocacy programs?

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Advocate roles and tiers

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What roles do your advocates have?

•  Artist

•  Hacker •  Hobbyist /Semi-Pro •  Customer •  Enthusiast

•  Who are your advocates? Source: Lytro

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Approaches to program tiers can di%er by program

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Advocate behaviors and actions

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There are many di%erent types of behaviors and actions

Capture

Share

View

Rate

Comment

Post Customize

Assist Teach

Investigate

Create

Discover

Win Challenge

Compare

Praise Taunt

Show off

Like

Greet

Defend

Love Explore

Interact

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The four core interaction types

Killers Achievers

Socializers Explorers

ENVIRONMENT PEOPLE

ACTING

INTERACTING Source: Bartle

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Motivators of the types

Killers Achievers

Socializers Explorers

ENVIRONMENT PEOPLE

ACTING

INTERACTING Source: Bartle

Power (Self-)Worth

Relationships Knowledge

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Bene"ts stack

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Rewards and their relation to the bene"ts stack Source: Zichermann

Privileges

Identity

Bene!ts

AEV bene"ts stack

Status

Access

Power

Stuff Reward types

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Potential bene"ts stack items

Pre-release information

Discounts Peer networking

Training Recognition

Technical presentations Executive access

Exposure / promotion

Promotional items (swag)

Early access

Exclusive events

Badges / identity

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Operational model

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Determining eligibility Length of eligibility Tracking membership Distributing bene!ts Cross-organizational advocate engagement Ongoing relationship management

Operational model components

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Stage 1 Traditional Traditional, command and control business operations using one-way communication to drive business outcomes.

Little or no recognition of in!uencers and advocates.

Stage 4 Measurable Social engagement drives real business results, with systems and tools fully optimized to support con!dent and competent employees and to more fully harness online relationships.

Clear in!uencer/advocate distinction.

Measurable advocacy processes yield bene"ts in marketing, support, sales.

Stage 3 Operational Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

One or more “in!uencer” or “advocate” programs in place.

Consistent bene"ts stack across all programs.

Hub/Spoke CoE in place.

Stage 2 Experimental Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Ad-hoc relationships with in!uencers and/or advocates.

Stage 5 Fully engaged Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

Advocacy activities are part of self-sustaining feedback loop with customers.

Why this matters - The social engagement journey

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Moving advocacy through the Stages Identify activities that deliver value to both customer and brand Create a hub-and-spoke model for advocacy Ensure the branding and identity, privileges and bene"ts of community programs are aligned Create a central/sharable customer pro"le Deploy a central playbook for community managers for program management Create a distributable handbook/playbook for activating program members Tie program to measurable bene"ts Create a feedback loop Iterate and execute

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Discussion

You can download this presentation from: http://www.slideshare.net/antseyeview

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