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Influitive San Francisco User Group 2013 Presentation Deck
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Influitive San Francisco User Group
October 9, 2013
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Get your tweet on!
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Today’s Agenda
•2:30-2:45 – Opening remarks
•2:45-3:15 – Shortel’s customer advocacy journey
•3:15-3:45 – Breakout sessions
•3:45-3:55 – Break
•3:55-4:15 – AdvocateAnywhere
•4:15-4:45 – Influitive Roadmap (Fall & Winter Releases)
•4:45-5:00 – Closing remarks
•5:00+ – Head to Town Hall for appetizers and refreshments!
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Opening RemarksChad Horenfeldt
Director of Customer Operations
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In One Year…
Over 5000 advocates over across all hubs
Completed nearly 65,000
challenges
Sent out 8600+ tweets
Shared over 5300+ links
Generated over 1300 referrals#influitives
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Thank You!
VIP UpdatesTruman Tang
Customer Marketing Manager
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VIP Challenge Completions
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VIP Engagement
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Tip 1 – Hi My Name Is...
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Tip 2 – Lights, Camera, Action!
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Tip 3 – Keep it nice and easy
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Tip 4 – Perk Fairly
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Tip 5 – Stick to a Schedule
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Tip 6 – Switch Up Your Communication
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Tip 7 & 8 – Know What You Want Then Ask
Ask EngagementInfo
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Who are you hanging out with?Tip 9 – Mix Up The Experience
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Tip 10 – Hangout With Your Advocates
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One more thing...
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A Few Marketing Announcements
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Stay tuned for Amber!
ShoreTel SkyOur Customer Advocacy Journey
Amber NewmanSenior Marketing Communications [email protected]
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About ShoreTel and ShoreTel Sky
We make phone systems and applications with an experience that businesses love.
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Our Journey in Three Parts
Failure Breakthrough Vision
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What We Were Trying to Achieve
References Referrals
Social Engagement Attention
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What Went Wrong?
Lack of Committed Resources
Limited Executive Buy In
Approach Not Aligned with Customers
No Employee Engagement
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Breakthrough
Complete Re-launch
New Tone and Style
New Rewards
Executive Enthusiasm
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Employee Advocacy
Not Stock Photography – Actual ShoreTel Employees
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To Give or Not to Give?
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Statistics
July Aug Sept0
200
400
600
800
1000
1200
126
240
1105
July Aug Sept0
50
100
150
200
250
300
350
400
25 30
341New Advocates
Challenge Completions
Average Points Per Advocate
326
Average Completions Per Month
2.3
Redeeming Advocates
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Total Redemptions
49
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Results
References Referrals
Social Engagement Attention
64 New References 8 Prospect Referrals
289 Links Posted 401 New Advocates
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Vision – Maintain Momentum
Make “Game Time” Adjustments
Publicize Success
Build Culture
Involve Partners
Become Advocates for Companies we Love
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Questions?
Amber Newman
Sr. Director of Marketing Communications
www.shoretelsky.com
Breakout SessionsAdvocate Marketing Metrics (ROI) – Chad Horenfeldt
Sustaining Advocate engagement & recruitment – Sydney Strader
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Questions marketers ask us….
•How do we find the people willing to perform advocacy for us?
•How can we engage users with urgent challenges, when they don’t come to the hub that often?
TIPS AND TRICKS
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AdvocateAnywhere allows you to keep your customer “asks” in context of what they are currently doing
‒ Logging In to your app‒ Finished Salesforce Integration with your app‒ Reading a Blog Post‒ Reading Customer Stories on your website‒ Etc.
Context
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A widget that lets you bring challenges to your customers - rather than making them visit the hub.
What is AdvocateAnywhere?
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Notifier – currently a customizable
image
If there is another challenge available
to the user – this will be displayed
You advocacy program name (Ie:
champions, Rockstars, etc)
The trim color is customizable to match your web
pages/site
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AdvocateAnywhere - Inline
This is a section of content – no pop-up. It is also personalized to the current user.
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After….
If we don’t recognize the visitor (not a current advocate) – we ask
for email addressIf we recognize them - don’t ask for email
AND
If there are no other challenges available
for them – thank them!
We make it easy for you to invite these users to your full hub
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Customer Success Story Pages:•Ask current advocates to provide their customer
story. •Ask current advocates about their favorite feature
in your product - and why.
Your Blog•Ask visitors if they wanted to work with you on a
guest post.•Ask Advocates to post ideas for future blog posts
Some Ideas: Your Website
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Referral/Partner Pages•Ask any web visitor to provide a referral lead•Ask partners to perform another challenge (while
they are visiting their portal to register a lead)
Support Portals
•Ask advocates in your portal if they'd like to join the "Early Beta Access program" --> a lead-in to becoming an advocate.
•Ask users to fill out a simple NPS survey
Other Web Properties
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•You can specify WHERE a challenge will appear‒ Your Blog, Customer success Story Page, Within your App
•You can specify WHO will see the embedded challenge‒ Registered Advocates who are in a particular group‒ Unknown Web Visitors
Targeting
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Targeting: Where
Enter the URL of the webpage where you want the embed to be displayed
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Targeting: Who
Include unknown webvisitors
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1. Create a challenge that is visible to anyone who lands on a particular URL/webpage
2. Create a challenge visible only to people who are already registered advocates
3. Create a challenge that is visible only after Challenge #1 has been completed
Go to Settings: System : AdvocateAnywhere
How can I experiment with it?
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•You can automatically “pass” us the user’s email if your app already knows it - so we don’t ask for their email.
•You can trigger the “pop-open” with some JS magic (speak to me)
•You can build your own version of this pop-up with an API we’ve built for this
Improvements Coming Up:‒ Text label instead of image‒ More Reporting‒ More stage types
Bonus: Cool Things
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Developments
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Referrals
Simple and Powerful Workflow
Reflecting leads’ progress in Salesforce.com in the Advocate Hub
Flexible Integration
Create referral leads in Salesforce.com, either directly or through you marketing automation system.
Keep your Advocates in the Loop
Allow advocates to see the status of their referrals in the hub.
New & Improved User Experience
Visible & accessible from anywhere in the hub
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Great user experience
Better exposure of referral challengesDetailed explanation of the referral process.
Advanced trackingAllow advocates to track the status of all their referrals.
Referrals
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Target challenges in the hub, mobile (Maven) and embedded on your site (Advocate Anywhere)
Advanced Challenge Targeting Options
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Allow groups to have private leaderboards such that advocates can only see and communicate with other advocates in their group.
E.g. Employees, Partners, etc.
Private Leaderboards
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Advocate to Advocate Messaging
Allow Advocates to communicate with each other in the hub
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Get advocates to review for your AppExchange reviews and track when the review gets published.
Get advocates to post comments on Disqus-enabled Blogs and automatically track when comments are published.
New Challenge Stage Types
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Winter 2014Tentative Roadmap
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Expand and refine Fall release capabilities (great UX, track referral lifecycle in SFDC, end to end visibility to advocate and admin)
‒ Refer by emailAllow advocates to send a referral by email (e.g. to [email protected] or [email protected] ), receive email confirmations and status updates and track the status of their referral in the hub.
‒ Multiple referral challenges (tentative)Have multiple referral challenges using the same business workflow and tracking mechanisms
Referrals
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‒ Improved Email Templates• Optimize and create new templates to increase engagement.• Add new data and call to action in templates – e.g.
After a challenge is approved, suggest another similar challenge to the advocate.
‒ Redesigned Advocate ‘Dashboard’• Updated visual design• Improved layout to accommodate allow adding new
engagement mechanisms such as missions, contests, content, etc.
‒ Maven• Add push notifications, points, badges; Test and update UX.• Test the impact of stub hubs and advocacy across hubs
Advocate Engagement
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‒ Goals• Allow admins to set goals, track their status and increase their
engagement by pushing them to meet and exceed their goals.E.g. # of referrals, # of case studies, # of product review per month
‒ Health Meter / Alerts & Tips• Define a standard health meter tracking the performance of
the customer’s Hub.E.g. number of available challenges per advocate, number of new challenges create over the past week, number of new advocates in hub, etc.
• Suggest corrective action using best practices.E.g. Create 5 new challenges and target them to the Partners group.
Customer Value
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‒ Syndicate Best Practices Content in Hub
Take CS knowledge base and make it available, in context, in the hub
E.g. Show articles about reporting features and best practices on the Reporting tab
Best Practices
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The Maven Mobile App (Available now)
Allows advocates to help you on the go with the Maven iOS app.Allows the entire Influitive advocate network to discover your advocacy program.
Questions?
