advocacy advantage austin - kevin mangum

The Starr Conspiracy | Confidential

The enclosed material is proprietary to The Starr Conspiracy Tech Unit. This material may not be disclosed in any manner to anyone other than the addressee and authorized representatives of the client organization. 1

July 28, 2016

Gearing Up for a Successful Launch

Kevin MangumOwner/Partner, The Starr Conspiracy

The Starr Conspiracy | Confidential

About The Starr Conspiracy

The Starr Conspiracy | Confidential 2

The Starr Conspiracy | Confidential

Getting Your Hub On Point1. Articulate your objectives...be specific

2. Identify your advocate personas

3. Create your program goals

4. Get buy-in throughout your organization

5. Create your engagement strategy

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The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential 4

Program Objectives

The Starr Conspiracy | Confidential

Identify Your ObjectivesWhat are you trying to achieve?

• Referrals• References• Retention• Social amplification• Customer engagement• Product development• Brand reputation

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* R “Ray” Wang, Principal Analyst and CEO at Constellation Research

Companies who have improved customer engagement increase cross-sell by 22%, drive up-sell revenue from 13% to 51%, and also increase order sizes from 5% to 85%.

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For Instance...

1. Networking

2. Education

3. Influence Company X

4. Recognition

Year 1 ObjectiveCustomer Engagement

Year 2 ObjectiveIncrease Advocate-Influenced Deals

1. Shorten Sales Cycle

2. Increase Profit Margin

3. Get to Revenue Faster

4. Social Amplification

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Advocate Personas

The Starr Conspiracy | Confidential

Identifying Your Advocates

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The Starr Conspiracy | Confidential

Advocate PersonasWho’s going to help you achieve your objectives?

• Buyer OR Influencers OR End Users• Demographic vs Psychographic • Should you include detractors?

9CFO ClairePersonnel PeteExecutive Eddie

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Persona DevelopmentWhat should be considered when developing advocate personas?

• Role in the Organization• Motivating Factors: Goals, Values, Fears and Frustrations, and Pain Points• Compelling Product Features and Benefits for This Buyer• Best Approach and Inclusion Factors for This Buyer• Role in the Buying Journey

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The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential 11

Program Goals

The Starr Conspiracy | Confidential

Defining Program GoalsCreate specific goals for each objective.

• Goals may vary over first 90 dayso First 30 days - High engagemento 60-day mark - Reviews and brand promotiono Ongoing - Referrals

• Goals might vary by personao Drive 2 referrals a month through CFO groupo Increase engagement in IT groupo Get 20 social shares from the Operations group

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The Starr Conspiracy | Confidential

Goals Will Impact Engagement Strategy

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GOAL: Engagement GOAL: # of ReviewsGOAL: # of Referrals

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Organizational Buy-in

The Starr Conspiracy | Confidential

Buy-In Across Multiple Departments

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AdvocateHub

Customer Service - NPS

Product Development - Beta

Marketing - Testimonials/Leads

Sales - Referrals

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Engagement Strategy

The Starr Conspiracy | Confidential

Engagement StrategyHow are you going to drive engagement within the Hub?

• What’s in it for the advocate?• Develop a theme for the program• Provide opportunities for advocates to network within the hub• Create challenges that are in line with your advocate’s psychographic profile• Start out with fun, easy to complete challenges...then work in your asks• Balance out your asks (⅓ fun, ⅓ educational, ⅓ asks)• But most importantly, create a community you’d want to be a part of

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The Starr Conspiracy | Confidential

Recap1. Articulate your objectives...be specific

2. Identify your advocate personas

3. Create your program goals

4. Get buy-in throughout your organization

5. Create your engagement strategy

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The Starr Conspiracy | Confidential

Thank you!Questions?

Kevin MangumEmail: kevin@thestarrconspiracy.comTwitter: @KevinLMangum

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