Transcript
Hello Palo Alto!
1
Jim WilliamsVP Marketing, Influitive
@jimcwilliams
3
4
#advocacyadv
5
6
7
8
The internet and social Web have made it possible for any voice to be heard, but to be truly heard
you have to be authentic. If not, you will be discovered, you will be exposed, and you’ll be derided.
9
71% of buyers who see a personal value in a B2B purchase will end up buying.
Personal value had 2X the impact over business impact.
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
Consumers trust people the most
Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014
To what extent do you trust each of the following types of promotion?
(Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)
11
There’s a Silent Killerin your Sales Pipeline
Of buying happens ‘belowthe surface’
75%
12
Self-ish Marketing• Company talking about itself• Pushing products• Handful of go-to references• Companies control brands• Noise
Advocate Marketing • Customers raving in public• Building lifetime relationships • Army of advocates • Brands built by customers• Cut through the noise
The winners embrace a new model
13
TO
Access Power
14
Status Belonging
Social triggers that drive advocacy
15
The Advocacy Imperativeactivate your advocates with a rigorous, systematic approach
17
A central organizing principle
embedded in the fabric of the company
Human experience authentic, deeply
personalized, sense of community
Everywhere advocacy happenspersistent engagement of 100s to 1000s of advocates
the best spark a
movementpowered by a
groundswell of advocates
18
19
Spark the movement
20
Today’s Agenda
2:00PM Opening Remarks: Sparking The Movement with Jim Williams (Influitive)
2:20PM How To Spark The Customer Movement with Lori Bush Shepard (Mobify)
2:50PM Authentically Engaging Advocates To Tell Your Story with Mia Dand (Lighthouse)
3:15PM Networking Break
3:40PM Being Human Is The New Business Imperative with Bryan Kramer (PureMatter)
4:05PM Building A High Performance Community Team with Jennifer Sable Lopez (previously MOZ)
4:30PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive
4:55PM Closing Remarks
5:05PM Networking and Appetizers#advocacyadv
Lori Bush ShepardVP Marketing, Mobify
@LBShepard
21
How to spark the customer movement
Lori Bush Shepard, VP Marketing
Once upon a time…
... there was shelfware
Then came this.
Customer marketing can change your business.
So, who am I to talk?
Expand usage
Increase advocacy
Improve renewals
Customer marketing is your strategic weapon
Expand usage with customer nurture
Lifecycle-based
• Welcome email• Tour of community• Thought leadership (change
management, etc.) • Implementation satisfaction
surveys• Top tips and tricks
Program-based
• New release updates• Quarterly webinars• Training invitations/videos • Newsletters • What your peers are doing
Top tips: - Hire smart- Partner with CS
Increase advocacy through online/offline programs
Pre-event Challenges• Content suggestions• Q&A for Adam Savage• Promote registration
At Event • Guru lounge• Sign-ups for Advocate Hub• Live challenges for reviews
Did it work? 400100%28%44%93%
First-year attendees (Box had 200 at their first)
Increase in reviews
Increase in active advocates
Increase in monthly challenge completions
Satisfaction with event
$2.8M in influenced revenue
in just 9 months
Top tips: - Use online to promote events- Use events to expand online
Is this your champion?
Improve renewals by expanding loyalty and reach
Expand your network
• Customer nurture to all users• User (non-admin) training and
content• LinkedIn programs before & after
• Move up
• Executive sponsor programs• Customer Advisory Boards • Innovators Circle exec track • Exclusive access to content
97-99% renewal rate across engaged participants
Top tips:- Leverage your execs- Add value to each user
Expand usage
Increase advocacy
Improve renewals
Customer marketing is your strategic weapon
One last tip
Q&A
Mia Dand - No SlidesCEO, Lighthouse3
@MiaD
43
Networking Time
44
Influitive EDGEBe. Customer. Obsessed.
Be. Customer. Obsessed.Learn the advocate marketing skills that will drive your career forward.
SELF PACEDMOVE AT A SPEED THAT IS COMFORTABLE FOR YOUOn-line, interactive training courses, covering the fundamentals of advocate marketing and the Influitive platform.
CERTIFICATE COURSESGAIN CONFIDENCE AND BECOME AN ADVOCACY PROGet certified and be ready for today's and tomorrow's marketing challenges.
*NEW COURSE*BulletProof Advocacy
Building an Advocacy Program Your Customers &
CMO Will Love
edge.influitive.com
46
Bryan Kramer - No Slides
President & CEO, PureMatter@bryankramer
47
Jennifer Sable LopezCommunity Leader & Consultant, Previously at MOZ
@jennita
48
@jennita
Building a High Performance Community Team
By Jennifer Sable Lopez
Jen Sable Lopez
Formerly: Sr. Director of Community at Moz★ Colon cancer survivor★ Built HireMoz.com to showcase laid off
coworkers★ Tweets in Harry Potter .gif soundbites
Community Consultantjensablelopez.com
Building a High Performance Community Team
Social
Building a High Performance Community Team
Inbound
Building a High Performance Community Team
Marketing
2011
2012
2011
2011
2012
2013
2011
2012
2013
2014
2011
2012
2013
2014
2016
Start with YOU
Understand your goals
63
Understand your goals
@jennita http://www.gallup.com/poll/157679/americans-strengths-stress-less.aspx
Focus on your strengths
@jennita https://www.gallupstrengthscenter.com/
Gallup StrengthFinder
@jennita
What? You’re a manager… of Community?!
Gallup StrengthFinder
@jennita
Break up tasks by type
@jennita
Create a calendar
@jennita
Create backups and train
@jennita
http://bit.ly/personaltasks
Use this template
Take an actual vacation
Use this process with the teamUse this process with the team
@jennita
Love/Like/Hate
@jennita
Painful process caused this “hate”
Learn each person’s tasks
@jennita
We found tasks that weren’t
needed!
Learn each person’s tasks
@jennita
Discover openings
@jennita
Someone out there who *loves* this?
Discover openings
@jennita
Break down team tasks
@jennita
Create backups for EVERY task
@jennita http://bit.ly/teambackup
Download this template
@jennita
Combine your strengths
@jennita
Combine your strengths
@jennita
Remember, as an individual I was 0%
Relationship Building
Combine your strengths
Get your job done
AND have a life
Now you can grow the team!
Find someone internal!
No budget?
@jennita
Remember these?
Which skillsets are needed?
@jennita
Need more execution?
Missing any strengths?
@jennita
Need more execution?
And/or another
influencer
Missing any strengths?
@jennita
Too task focused?
@jennita
Too task focused?
@jennita
Take all these tasks
Check in each
quarter
Make necessary changes
Do it all
again
Continuous process
❑ Know yourself
❑ Know yourself❑ Know the team
❑ Know yourself❑ Know the team❑ Grow the team
Lay the foundati
on
Build your high performing community team
Resources
➢ Personal Task Worksheethttp://bit.ly/personaltasks
➢ Team Backup Worksheethttp://bit.ly/teambackup
➢ Gallup StrengthFinder Testhttps://www.gallupstrengthscenter.com/
Thank you! Thank you!
Jen Sable Lopezjensablelopez.com@jennita
Deena ZenykPrincipal Consultant, Customer Marketing & Advocacy, Influitive
@DeenaZenyk
100
What is Your Advocacy Advantage?
102
Once Upon an Advocate Marketer
103 #advocacyadv
104 #advocacyadv
105 #advocacyadv
106
107 #advocacyadv
Validated
AccomplishedSupported Importa
nt
108
?
?
?
?
Transactional or Transformative?
You Decide.
109 #advocacyadv
Advocacy isYour Advantage
Thank You!
@DeenaZenyk
ca.linkedin.com/in/deenazenyk
#advocacyadv
112
Spark the movement
Influitive, the Advocate Marketing Platform
113
Our Approach: Help Deploy Your Advocacy Program
1. Establish Advocacy Program Plan Collaborate to help define goals, team, approaches, and timelines for your overall advocacy program.
2. Create BlueprintVia Influitive Services or a certified partner, establish a blueprint and deploy your advocacy program within Influitive’s Advocate Hub.
3. Manage Success Plan Via our Advocacy Coach, meet quarterly to monitor program, KPIs, plans and adjustments to approach.
Have 2 Minutes? Would love your feedback.
bit.ly/AARsurvey
115
top related