community advocates 101 essential ingredient for success
DESCRIPTION
E20 Santa Clara Community Management Toolkit WorkshopTRANSCRIPT
© Copyright 2011 Community BackChannel. All rights reserved.
Community Advocates 101 Essential Ingredient for Success Community Management Toolkit Workshop Enterprise 2.0 Santa Clara November 2011 #e2conf #cmtybc
© Copyright 2011 Community BackChannel. All rights reserved.
Erica Kuhl Community Manager Salesforce.com | Social Media & Community Linkedin: http://www.linkedin.com/in/ericakuhl Blog: blogs.salesforce.com Twitter: @ericakuhl
Claire Flanagan Director, Social Business Collaboration & Community Strategy CSC LinkedIn: http://www.linkedin.com/in/cflanagan Blog: http://cflanagan.wordpress.com Twitter: @cflanagan
Your Workshop Facilitators
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Agenda
TIMING TOPIC
10 minutes Advocacy 101
10 minutes Case Study: Salesforce.com
10 minutes Case Study: CSC
10 minutes Workshop Breakout Activity
5 minutes Wrap Up & Q/A
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1. Defends or maintains a cause or proposal
2. Supports or promotes interests of another
ADVOCATES
http://www.merriam-webster.com/dictionary/advocate
Ant�s Eye View Advocacy Planning Framework
5"
Connector(Amplifies(conversa2ons,(
Word(of(Mouth(
Cri2c(Provides(feedback,(
ideas(and(insights(
Creator(Answers(ques2ons,(
creates(new(content(
Collector(Organizes.(Tags,(rates,(
ranks(and(moderates(
1.(Segment(by(Behavior(
2.(Measure(&(Monitor(by(Objec2ve(
+(((
3.(Reward(with(�(Currencies�(
Listen( =(((
+(((Status( =(((
+(((Tools( =(((
+((( =(((Build" Sell" Support"
Collector(
Build( Sell( Support(
Loyalty' Quality''Resources'
Access(
Reprinted with permission Ant�s Eye View http://www.antseyeview.com
Innova3on'
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WHAT DO THEY DO? WHY DO YOU NEED THEM?
Advocates
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1. SHARE COMMUNITY WORK
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2. INCREASE REACH
& WOM
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3. PROVIDE MEMBER SUPPORT
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4. PRUNE & CURATE
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5. SOURCE OF TRUSTED
FEEDBACK
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Advocates: How Do You Find Them?
1.(Appoint(Volunteers(
2.(Find(Natural(Champions(
3.(Ask(for(Volunteers(
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Advocates: What Motivates Them?
1.(Access(
2.(Recogni2on(/(Reputa2on(
3.(Influence(
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RECOGNITION & VISIBILITY
PERSONAL TOUCHES
2. Advocates: How To Reward Them?
BRANDED ITEMS
VIP ACCESS
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SALESFORCE.COM COMMUNITY MVP PROGRAM
CASE STUDY
© Copyright 2011 Salesforce.com
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Number of Voices Online Growing Fast
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Challenge: Keeping Up with Growth
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Harness Energy of Top Contributors
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Unique Visitors
Lurkers
Dabblers
Enthusiasts
Small % of the Population...
Contributors: Post, Comment, Share
MVPs
Enthusiasts Dabblers
...Fuels the Community
MVPs Enthusiasts
© Copyright 2011 Salesforce.com
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Recognize Exceptional Individuals Within the Salesforce.com Community for their Leadership,
Knowledge, and Ongoing Contributions
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What Does It Mean to Be a MVP?
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Inside Access to Product Managers Inside Access to Marketing Teams
An easy way to spot a MVP A Place to Connect Year Round
Rewards our MVPs Receive
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�Soft� Rewards our MVPs Receive
Personal Gifts for Special Occasions Exclusive MVP Outings
Front Row Seating at Events Executive Meet & Greets © Copyright 2011 Salesforce.com
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CSC EMPLOYEE COMMUNITY “LIFEGUARD” PROGRAM
CASE STUDY
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CSC Life Guards
12(Assigned,(100(Total(
Seeded(200(Use(Cases,(Topics(Prior(to(Launch(
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CSC Life Guards
Planning(Partners,(Story(Tellers(
Engaged(Local(Execu2ves,(Teams(
Source(of(Peer(Support,(Answers(
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Lifeguard( Senior(Lifeguard(
Recogni2on(
KRA(Credit( X" X"Answers(Members(Ques2ons( X" X"
Leadership(of(Use(Cases,(Topics( X" X"Speaking(Opportuni2es(to(Leaders,(
Project(Teams,(Peers(X" X+"
Access(
Early(Access(to(New(Features( X" X+"
Direct(Access(to(Planning(Team(( X" X"
Influence(
Release(Priori2es( X" X+"
User(Acceptance(Tes2ng( X"
Life Guard Tiers
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• How-To’s / Weekly Calls • Communication Templates / Tools
• “Master Lifeguard” Community Manager
• Certificates of accomplishment
• Targeted Training
• Avatar Badges
• Exclusive Lifeguard Space
• Speaking Opportunities
CSC Life Guards: Other Tactics
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Breakout Activity: 15 Minutes
Group Activity
• Scenario – You’re launching a customer
community in the manufacturing industry (Pick a sample company)
– You know success depends upon a vibrant advocate program
• Discuss 1. How will you locate advocates in
this industry? 2. What top 5 tasks do you hope
your advocates will perform? 3. What advocate rewards or
incentives will you provide to accomplish the tasks in #2 ?
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Top Five Ways to Get Started
1 Define(program(objec2ves(
2 Locate(and(engage(credible(advocates(
3 Match(“community”(work(to(advocate(mo2va2on(
4 Measure(advocate(impact(
5 Reward(and(recognize(
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Questions and Answers
QUESTIONS
© Copyright 2011 Community BackChannel. All rights reserved.
• For each completed evaluation a donation will be made to DonorChoose.org and Second Harvest Food Bank of Santa Clara and San Mateo Counties
• Check your email for a feedback form for this session
Your Feedback = Help Those In Need!
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Erica Kuhl Community Manager Salesforce.com | Social Media & Community Linkedin: http://www.linkedin.com/in/ericakuhl Blog: blogs.salesforce.com Twitter: @ericakuhl
Claire Flanagan Director, Social Business & Community Strategy CSC LinkedIn: http://www.linkedin.com/in/cflanagan Blog: http://cflanagan.wordpress.com Twitter: @cflanagan
THANK YOU