Community Advocates 101 Essential Ingredient for Success

© 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


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

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

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


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'


WHAT DO THEY DO? WHY DO YOU NEED THEM?

Advocates

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

1. SHARE COMMUNITY WORK

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


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


Advocates: What Motivates Them?

1.(Access(

2.(Recogni2on(/(Reputa2on(

3.(Influence(



RECOGNITION & VISIBILITY

PERSONAL TOUCHES

2. Advocates: How To Reward Them?

BRANDED ITEMS

VIP ACCESS



SALESFORCE.COM COMMUNITY MVP PROGRAM

CASE STUDY

© Copyright 2011 Salesforce.com


Number of Voices Online Growing Fast



Challenge: Keeping Up with Growth



Harness Energy of Top Contributors


Unique Visitors

Lurkers

Dabblers

Enthusiasts

Small % of the Population...

Contributors: Post, Comment, Share

MVPs

Enthusiasts Dabblers

...Fuels the Community

MVPs Enthusiasts



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

Knowledge, and Ongoing Contributions



What Does It Mean to Be a MVP?



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



�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


CSC EMPLOYEE COMMUNITY “LIFEGUARD” PROGRAM

CASE STUDY


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(



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


• 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


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 ?


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(


Questions and Answers

QUESTIONS


•  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!

© Copyright 2011 Community BackChannel. All rights reserved. 33

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

Career

Community Advocates 101 Essential Ingredient for Success