Fred Bals, Customer Advocacy Manager at Ektron and Jim Williams, VP, Marketing at Influitive discuss how to identify, nurture and mobilize your advocates by designing an interactive community for your fans, evangelists and advocates from among employees, customers, brand newbies and partners. Six tips you will take away from this webinar: • Why advocacy is an essential part of marketing in 2013 • How to identify and engage your best advocates • How to mobilize your advocates with activities they will embrace • Reward or recognition - What motivates your super fans? • Identifying ownership for your advocate marketing program • How to measure results and secure executive buy-in.

1. 6 Tips to Mobilizing Brand Super Fans
I’m not
really
I’m
Fred
definitely
Jim
Jim Williams
Influitive
Fred Bals
Ektron

2. HOUSEKEEPING
How to participate
• For audio choose “Use Mic
& Speakers” or “Use
Telephone” in your Audio
window
• Submit your text question
using the Questions pane
• Note: A recording will be
made available
Tweet with #superfans to win a
Starbucks gift card!

3. The Big 6 Tips
1. Why advocacy is an essential part of marketing in 2013
2. How to identify and engage your best advocates
3. How to mobilize your advocates with activities they will
embrace
4. Reward or recognition - What motivates super fans?
5. Identifying ownership for your advocate marketing program
6. How to measure results and secure executive buy-in.

4. Fred Bals:
Customer Advocacy Manager at
 Enterprise  Digital
Content Experience
Management Software
#superfans

5. About Ektron
• Founded in 1998
• Headquarters in Nashua, NH
- Worldwide offices in Australia, Canada, and the United Kingdom
• 200+ Employees
• Over 3,800 customers and 12,000 sites
MISSION: Empower marketers to connect content to revenue
through best-in-class solutions for WCM and DXM
WEB CONTENT MANAGEMENT
Create, deploy, and manage enterprise-scale, global,
dynamic websites.
DIGITAL EXPERIENCE MANAGEMENT
Personalize, analyze, and optimize content delivery
to digital channels – web, mobile, and social.

6. LEADING COMPANIES AND ANALYSTS AGREE…
12,000
9,000
6,000
3,000
-
Sites Companies

7. • A community for Ektron fans
followers
Ektron Inner
Circle • Influence Ektron through
Program participation in surveys and
questions
• Recognition from Ektron through
perks and special programs
• Join today!
• http://www.ektron.com/Community/Nominate/
• Fred.bals@ektron.com
#superfans

8. Advocate Marketing Experts
Influitive helps B2B
marketers
recruit, mobilize and
recognize an army of
advocates that outsell
their best sales reps.
• Founded in 2010
• HQ in Toronto, San
Francisco
• Private, VC
backed, >$11M
raised

9. Tip: #1 Start paying attention to
advocacy today
“…their top priority
is to enhance
customer loyalty
and encourage
satisfied customers
to advocate their
brands.1”
1. IBM Global CMO Study, 2011

10. You’re Not in Control of the Buying
Process
of the buying process is complete before
75% a B2B prospect contacts a company
Reliance on knowledgeable peer
2X references has more than doubled
in the past 5 years
4/5 Reference process is considered a
“fire drill” in over 80% of
companies surveyed.

11. Buyers don’t trust corporate
marketing and sales
Pe e r s
&
u s e r s

Ad s , a d s
& mo r e
a d s 

13. Tip #2
How to identify and engage
advocates
#superfans

14. All companies have Champions.
The trick is to organize and acknowledge them.

15. Tip #2 Redux
How to engage advocates
#superfans

16. The Inner Circle helps Ektron
recruit, manage, and acknowledge its
advocates
Invite Mobilize them to Recognize
customers, part complete their
ners, employee „challenges‟ achievements
s
“I could not do my job
without the Inner Circle” #superfans

17. "Our first job in marketing is to help empower our fans to bring others on-board. That's
what makes us grow.“
~ Ken Gullicksen, Evernote COO
OUR GOALS
Who are Ektron’s advocates?
• Nurture our advocates
Customers –
• Grow our relationships Developers, Designers, Content
with them Authors, Administrators, Marketing and
other roles
• Learn from them
Partners – Developers, Sales, Marketing
• Broadcast their and other roles
advocacy of Ektron to
our markets Employees – Everyone at Ektron

18. Tip #3
How to Mobilize Your Advocates
#superfans

19. THE OBJECTIVE:
Ektron‟s annual SYNERGY Customer Conference:
We needed to make it more Customer-Centric

20. CHALLENGE: VIDEOS
Crowd-source the “I am Ektron” customer videos to
be shown at the opening keynote.
No Recruiting!
Videos collected
on the spot.
40 “I am Ektron”
Videos Collected.
#superfans

21. CHALLENGE: FUN
Mobilize attendees to build “one great song” for
keynote breaks.
“…One of the
most popular
challenges we‟ve
ever done.”
#superfans

22. CHALLENGE: AWARDS
Generate huge increase in customer submissions for
“Site of the Year” award.

23. CHALLENGE: TESTIMONIALS
Video interviews.
Hours of footage
Dozens of interviews
#superfans

24. EIC in Action
• Over 200 reference contacts
coordinated through EIC
• 50+ nominations for 2012 Site of
the Year
• 73 sign-ups to participate in
Beta Programs
• Feedback on Aloha
Editor, eSync, Ektron Support
• 247 Tweets, 25 LinkedIn
recommendations, Dozens of
survey
responses, testimonials, quotes,
etc.
#superfans

25. Tip #4: How to motivate
Superfans
Hint: It’s
not about
rewards
#superfans

26. Capital not Cash
We See You We’re Listening to You We’re Behind You

27. 10 ways to love your advocates back
1. Guest blogging opps
2. Media interviews
3. Invitations to executive retreats
4. Invitations to industry
conferences
5. Special status at user
conferences
6. Participation in product sprints
7. Job recommendations
8. Social media love
9. Introductions & connections
10. Linked-in skills &
recommendations

28. Tip #5
Start with an owner, but it
takes a village

29. Getting Everyone Involved
GOALS
Product Mgt. Sales
&
• Create a stronger Engineering
Marketing
connection between Support
internal teams and
References
external brand Feedback
Referrals
advocates to help drive Desired Product Features
Participation in
What’s Working
success. Marketing Activities
• Create goals for Other
departments so they
participate, contribute
and create challenges. ?
• Drive revenue to
demonstrate program’s
worth to management

30. Tip #4: measuring your advocate
marketing program
Three factors ROA:
1. Revenue impact
2. Cost deflection
3. Earned media
(eyeballs & traffic)
#superfans

31. R.O.A. Map
References
Analyst
interviews
Revenue
Referrals
Product reviews
Blog Customer
surveys
comments
Cost
Traffic
Retweets, like
s, shares
Deflection
Media
interviews Beta
programs

32. Fred Bals Jim Williams
fred.bals@ektron.com jim@influitive.com
@fredatektron
#superfans