2. Who is salesforce.com?
Enterprise cloud computing
company leading the shift to the
Social Enterprise
100,000+ customers
275 Customer Showcase stories
10,000+ Weekly Community Visitors
70 Salesforce MVPs
140 Local User Groups
3. Who am I?
Erica Kuhl
Community Manager
Salesforce.com | Social Media & Community
Linkedin: http://www.linkedin.com/in/ericakuhl
Blog: blogs.salesforce.com/community/mvps/
Twitter: @ericakuhl
4. 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
5. Advocacy Definition
Active support of an idea or cause
Supports or promotes interests of another
6. Ant’s Eye View Advocacy Planning Framework
1. Segment by Behavior
Connector Critic Creator Collector
Amplifies Provides Answers Organizes. Tags, rates,
conversations, Word of feedback, ideas questions, creates ranks and moderates
Mouth and insights new content
2. Measure & Monitor by Objective 3. Reward with
“ Currencies”
Build Sell Support
+ Access =
+ Listen =
Quality
Loyalty
Innovation Resources
+ Status =
Build Sell Support
Colle
ctor
+ Tools =
Reprinted with permission Ant’s Eye View
http://www.antseyeview.com
11. Unique Visitors Contributors:
Post, Comment, Share
MVPs MVPs
Enthusiasts
Dabblers
Lurkers Enthusiasts
Dabblers
Small % of the Population... ...Fuels the Community
14. 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
15. Rewards our MVPs Receive
Inside Access to Product Managers Inside Access toMarketingTeams
Inside Access to Product Managers A Place to Connect Year Round
16. “Soft” Rewards our MVPs Receive
Personal Gifts for Special Occasions Exclusive MVP Outings
Front Row Seating at Events Executive Meet & Greets
18. MVPProgram 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
Another way to look at advocates is thinking about “Word of Mouth Marketing”: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial peer-to-peer and customer-to-brand communications. http://womma.org/wom101/
Ant’s Eye View has published a useful Advocacy Planning Framework. They suggest there are four main types of advocates distinguished by their primary behaviors and each of these segments can provide very important and tangible community and brand benefits.Connectors – help amplify your brand, providing necessary Word of MouthCritics – can help improve your brand or community’s offering, providing important insights or innovative ideasCreators – can help create important community content or help answer community member questionsAnd Collectors – can help organize community content by providing necessary tags, ranking content or moderating community contentThey suggest that once you understand these types of advocates, you can start planning engagement tactics and rewards that leverage the strengths of each of these advocate segments.For Instance, they suggest one of the key rewards critics appreciate is listening. When you listen to this audience, they can provide useful clues as to product improvements or innovation. And when you listen, you are valuing their opinions and encouraging their value to your brand. Rewards of access to key developers or influencers might be the currency that motivates community connectors as these advocates are motivated by expanding their reach and influence.NOT EVERY advocate is created equal.relate this to your audience (who are mostly customer reference professionals). Maybe something like, “OK, are you segmenting your customer references in this way?” “You might consider expanding your notion of what a “reference” is. There are a lot of people out there who can promote your firm, who aren’t necessarily your best buyers or traditional references.”