Community Advocates 101 Essential Ingredient for Success

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.

Your Workshop Facilitators

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


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

http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 3

ADVOCATES
1. Defends or maintains
a cause or proposal

2. Supports or promotes
interests of another

http://www.merriam-webster.com/dictionary/advocate

Ant s Eye View Advocacy Planning Framework
1.(Segment(by(Behavior(

Connector( Cri2c( Creator( Collector(
Ampliﬁes(conversa2ons,( Provides(feedback,( Answers(ques2ons,( Organizes.(Tags,(rates,(
Word(of(Mouth( ideas(and(insights( creates(new(content( ranks(and(moderates(

2.(Measure(&(Monitor(by(Objec2ve( 3.(Reward(with(
(Currencies (
Build" Sell" Support"
+((( ( =(((
Access

+((( ( =(((
Listen

+((( tatus( =(((
Quality''
Loyalty'
Innova3on' Resources' S

Build( Sell( Support(
Collec
tor(
+(((Tools( =(((

Reprinted with permission Ant s Eye View
http://www.antseyeview.com 5"

Advocates
WHAT DO THEY DO?
WHY DO YOU NEED THEM?


1. SHARE
COMMUNITY WORK

© 2011 Computer Sciences Corporation
© 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc 7
http://cmtybc.com @cflanagan @ericakuhl @cmtybc || 7

2. INCREASE REACH

& WOM


3. PROVIDE
MEMBER
SUPPORT


4. PRUNE
& CURATE

5. SOURCE OF TRUSTED
FEEDBACK


Advocates: How Do You Find Them?

1.(Appoint(Volunteers(

2.(Find(Natural(Champions(

3.(Ask(for(Volunteers(
© 2011 Computer Sciences Corporation http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 12

Advocates: What Motivates Them?

1.(Access(

2.(Recogni2on(/(Reputa2on(

3.(Inﬂuence(

2. Advocates: How To Reward Them?

VIP ACCESS RECOGNITION &
VISIBILITY

BRANDED ITEMS PERSONAL TOUCHES


CASE STUDY
SALESFORCE.COM
COMMUNITY MVP PROGRAM

© Copyright 2011 Salesforce.com

Number of Voices Online Growing Fast

© Copyright 2011 Salesforce.com http://cmtybc.com @cflanagan @ericakuhl @cmtybc | 16

Challenge: Keeping Up with Growth


Harness Energy of Top Contributors


Contributors: Post,
Unique Visitors Comment, Share

MVPs MVPs
Enthusiasts

Dabblers

Lurkers Enthusiasts
Dabblers

Small % of the Population... ...Fuels the Community

Enthusiasts

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


What Does It Mean to Be a MVP?


Rewards our MVPs Receive

Inside Access to Product Managers Inside Access to Marketing Teams

An easy way to spot a MVP A Place to Connect Year Round


Soft Rewards our MVPs Receive

Personal Gifts for Special Occasions Exclusive MVP Outings

Front Row Seating at Events Executive Meet & Greets

CASE STUDY
CSC EMPLOYEE COMMUNITY
“LIFEGUARD” PROGRAM


CSC Life Guards

12(Assigned,(100(Total(

Seeded(200(Use(Cases,(Topics(Prior(to(Launch(


CSC Life Guards

Planning(Partners,(Story(Tellers(

Engaged(Local(Execu2ves,(Teams(

Source(of(Peer(Support,(Answers(

Life Guard Tiers
Lifeguard( Senior(Lifeguard(
Recogni2on(
KRA(Credit( X" X"
Answers(Members(Ques2ons( X" X"
Leadership(of(Use(Cases,(Topics( X" X"
Speaking(Opportuni2es(to(Leaders,(
X" X+"
Project(Teams,(Peers(
Access(
Early(Access(to(New(Features( X" X+"
Direct(Access(to(Planning(Team(( X" X"
Inﬂuence(
Release(Priori2es( X" X+"
User(Acceptance(Tes2ng( X"

CSC Life Guards: Other Tactics

• How-To’s / Weekly Calls
• Communication Templates / Tools
• “Master Lifeguard” Community Manager
• Certificates of accomplishment
• Targeted Training
• Avatar Badges
• Exclusive Lifeguard Space
• Speaking Opportunities

Breakout Activity: 15 Minutes
• 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
Group
1. How will you locate advocates in
this industry?
Activity
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 ?

Top Five Ways to Get Started

1 Deﬁne(program(objec2ves(

Locate(and(engage(credible(
2 advocates(

Match(“community”(work(to(
3 advocate(mo2va2on(

4 Measure(advocate(impact(

5 Reward(and(recognize(


Questions and Answers

QUESTIONS


Your Feedback = Help Those In Need!

•  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


THANK YOU
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

© Copyright 2011 Community BackChannel. All rights reserved. 33

Community Advocates 101 Essential Ingredient for Success

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