How salesforce.com Marshalls an Army of Advocates

February 28th 2012

Erica Kuhl: Salesforce.com

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

Who am I?

Erica KuhlCommunity ManagerSalesforce.com | Social Media & CommunityLinkedin: http://www.linkedin.com/in/ericakuhlBlog: blogs.salesforce.com/community/mvps/Twitter: @ericakuhl

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

Advocacy Definition

Active support of an idea or cause

Supports or promotes interests of another

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

Why We Build an Advocacy Program

The Number of Voices Online is Growing Fast

The Challenge is Keeping Up With the Growth

Harness the Energy of Your Top Contributors

Unique Visitors

Lurkers

Dabblers

Small % of the Population...

Contributors: Post, Comment, Share

MVPs

Enthusiasts Dabblers

...Fuels the Community

MVPsEnthusiasts

Recognize Exceptional Individuals Within the Salesforce.com Community for their Leadership, Knowledge, and Ongoing

Contributions

What Does It Mean to Be an MVP?

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

Inside Access to Product Managers Inside Access to MarketingTeams

Inside Access to Product Managers A Place to Connect Year Round

Rewards our MVPs Receive

Personal Gifts for Special Occasions Exclusive MVP Outings

Front Row Seating at Events Executive Meet & Greets

“Soft” Rewards our MVPs Receive

Demonstrating ROI

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

Don’t forget….

Processes & Procedures

Q & A