how salesforce.com marshalls an army of advocates
DESCRIPTION
Erica Kuhl presents How salesforce.com Marshalls an Army of Advocates at the 2012 Summit on Customer EngagementTRANSCRIPT
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How salesforce.com Marshalls an Army of Advocates
February 28th 2012
Erica Kuhl: Salesforce.com
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Who is salesforce.com?
100,000+ customers
275 Customer Showcase stories
10,000+ Weekly Community Visitors
70 Salesforce MVPs
140 Local User Groups
Enterprise cloud computing company leading the shift
to the Social Enterprise
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Who am I?
Erica KuhlCommunity ManagerSalesforce.com | Social Media & CommunityLinkedin: http://www.linkedin.com/in/ericakuhlBlog: blogs.salesforce.com/community/mvps/Twitter: @ericakuhl
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Agenda
What is Advocacy?
Creating an Advocacy Program Framework
Building an MVP Program to Manage Social Growth
MVP Program Overview & Highlights
Demonstrating Program ROI
Q & A
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Advocacy Definition
Active support of an idea or cause
Supports or promotes interests of another
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ConnectorAmplifies conversations,
Word of Mouth
CriticProvides feedback, ideas and insights
CreatorAnswers questions, creates new content
CollectorOrganizes. Tags, rates, ranks and moderates
1. Segment by Behavior
2. Measure & Monitor by Objective 3. Reward with“ Currencies”
+ Listen =
+ Status =
+ Tools =
+ = Access
Reprinted with permission Ant’s Eye Viewhttp://www.antseyeview.com
Build Sell Support
Collector
BuildBuild SellSell SupportSupport
LoyaltyQuality
ResourcesInnovation
Ant’s Eye View Advocacy Planning Framework
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Why We Build an Advocacy Program
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The Number of Voices Online is Growing Fast
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The Challenge is Keeping Up With the Growth
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Harness the Energy of Your Top Contributors
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Unique Visitors
Lurkers
Dabblers
Small % of the Population...
Contributors: Post, Comment, Share
MVPs
Enthusiasts Dabblers
...Fuels the Community
MVPsEnthusiasts
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Recognize Exceptional Individuals Within the Salesforce.com Community for their Leadership, Knowledge, and Ongoing
Contributions
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What Does It Mean to Be an MVP?
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MVP Program Design
New set of participants awarded 3x a year based on activities in the online and offline communities during the prior year
Year long term with the opportunity to be re-rewarded based upon the prior year’s contribution
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Inside Access to Product Managers Inside Access to MarketingTeams
Inside Access to Product Managers A Place to Connect Year Round
Rewards our MVPs Receive
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Personal Gifts for Special Occasions Exclusive MVP Outings
Front Row Seating at Events Executive Meet & Greets
“Soft” Rewards our MVPs Receive
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Demonstrating ROI
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MVP Program ROI Measures
Engagement growth on all social channels
Advocates to call on to defend the brand
Customer driven relevant content
Speaking spots at key events
Voice of the community to salesforce.com
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Don’t forget….
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Processes & Procedures
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Q & A