advocate and influencer program strategy
DESCRIPTION
Although the terms are often used interchangeably, advocates and influencers are NOT the same. This presentation discusses the difference between advocate and influencer programs, and delves into the motivations and needs of both customers and brands when engaging in setting up and scaling a successful brand advocate program.TRANSCRIPT
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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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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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