smb seattle ant's eye view

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Building Brand Advocates SMB Seattle, Jan. 19th Sean O’Driscoll CEO, Ant’s Eye View [email protected] @seanodmvp, @antseyeview

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Sean O'Driscoll on building brand advocates. Accompanying livestream video here: http://www.ustream.tv/channel/smbseattle

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Page 1: SMB Seattle Ant's Eye View

Building Brand AdvocatesSMB Seattle, Jan. 19th

Sean O’DriscollCEO, Ant’s Eye View

[email protected]@seanodmvp, @antseyeview

Page 2: SMB Seattle Ant's Eye View

What is the “Ant’s Eye View”

Intimacy

Relationships

Page 3: SMB Seattle Ant's Eye View

Ant’s Eye Who?

AEV principals directly lead significant Community and Social initiatives at Microsoft, Dell and Lego before founding AEV to bring those proven practices to our clients…

Page 4: SMB Seattle Ant's Eye View

Ant’s Eye Who?

Welcome Joann Jen!

Page 5: SMB Seattle Ant's Eye View

Our Clients

Page 6: SMB Seattle Ant's Eye View

What we do

What are you trying to accomplish?

How will you organize for engagement?

Page 7: SMB Seattle Ant's Eye View

Let’s start with a premise…

“The purpose of a business is to create a customer.”

Page 8: SMB Seattle Ant's Eye View

…and end with a mission

“The purpose of a business is to create customers who create customers!”

Page 9: SMB Seattle Ant's Eye View

Who are these influencers?

Page 10: SMB Seattle Ant's Eye View

The evolution of business - small

Individuals

Individuals

Individuals

<Your Company>

Page 11: SMB Seattle Ant's Eye View

Grow

IT Professionals

Developers

Consumers

Partners

<Your Company>

Page 12: SMB Seattle Ant's Eye View

Scale

<Your Company>

Mid Market

Small Business

Enterprise

Partners

Europe

South America

Asia Pacific

Africa & ME

Japan

North America

Page 13: SMB Seattle Ant's Eye View

Partners

<Your Company>

More scale

Page 14: SMB Seattle Ant's Eye View

You get the idea…

<Your Company>

Partners

Page 15: SMB Seattle Ant's Eye View

Research & Development

Service & Support

Sales & Marketing

The Masses

Conversations

Conversations

Brand Engageme

nt

Feedback

Scale means “getting organized”

Page 16: SMB Seattle Ant's Eye View

ROI you say?

Page 17: SMB Seattle Ant's Eye View

<Your Company>

Partners

SpeakerAnswer Person

Feedback Provider

Author

User Group Leader

Blogger

Fan

Looking inside these conversations

Page 18: SMB Seattle Ant's Eye View

The Grassroots Age

Creators Critics Collectors Joiners Spectators

Page 19: SMB Seattle Ant's Eye View

A Planning Framework

Unstructured Conversations Unstructured Conversations

Company Resources

EngageEngage44

Custom Online Experience

Product Group Engagement

Reward and Recognition

Sales, Marketing & Evangelism

Events and Networking

OrganizeOrganize33

MeasureMeasure55

Track Impact

Influ

ence

Sentiment

Define your Objective: Loyalty, Quality, Reach, Efficacy, Engagement, Adoption…Define your Objective: Loyalty, Quality, Reach, Efficacy, Engagement, Adoption…11

ListenListen22

Influencer FeedbackInfluencer Feedback

Page 20: SMB Seattle Ant's Eye View

Influencer Engagement Framework

Page 21: SMB Seattle Ant's Eye View

Case Study: Microsoft MVP Award

Strategy Drive Loyalty, Adoption and Reach

Objectives Radically improve self service & Product Quality Groundswell (Supporting, Embracing and Energizing)

Tactics Find, Thank and Engage the influencers Social Listening / Integrated Listening (and responding) System

Measurement Reach, Satisfaction, Cost, Feedback and Community Health

Page 22: SMB Seattle Ant's Eye View

MVP Program numbers: 2008

Independent Experts Real World Answers

•D

• Recognized• Credible• Annual in Scope• Global• Community & Microsoft nominated

Selection•D

• Relationship• Early Access• Private & Peer Connections• Global Summit, Industry & Local Events• Reputation & Brand

Benefits•D

• 4000+ MVPs• 90+ Countries• 90+ Products• 7000+ bugs (Vista/012)• 500+ product Reviews• 70% Author, Speak, Blog• 1M+ Answers (NG/Forum)

The Numbers

The Microsoft MVP award recognizes exceptional technology community leaders who foster the free and objective exchange of knowledge by actively sharing their real world expertise with users and Microsoft.

Page 23: SMB Seattle Ant's Eye View

Summary: 3 Step Program

Find

Thank

Engage

Page 24: SMB Seattle Ant's Eye View

Happy?

Text 90999 to donate $10 to @RedCross #haiti relief efforts

Page 25: SMB Seattle Ant's Eye View

Thank You!

Sean O’DriscollCEO, Ant’s Eye View [email protected] @seanodmvp

Psst!Tweet it!Blog it!

Tell your boss!Hire Us!