Kevin Mangum, Owner/Partner of The Starr Conspiracy

1. The Starr Conspiracy | Confidential
The enclosed material is proprietary to The Starr Conspiracy Tech Unit. This material may
not be disclosed in any manner to anyone other than the addressee and authorized
representatives of the client organization.
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July 28, 2016
Gearing Up for a Successful Launch
Kevin Mangum
Owner/Partner, The Starr Conspiracy

2. The Starr Conspiracy | Confidential
About The Starr Conspiracy
The Starr Conspiracy | Confidential
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3. The Starr Conspiracy | Confidential
Getting Your Hub On Point
1. Articulate your objectives...be specific
2. Identify your advocate personas
3. Create your program goals
4. Get buy-in throughout your organization
5. Create your engagement strategy
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4. The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential
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Program Objectives

5. The Starr Conspiracy | Confidential
Identify Your Objectives
What are you trying to achieve?
• Referrals
• References
• Retention
• Social amplification
• Customer engagement
• Product development
• Brand reputation
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* R “Ray” Wang, Principal Analyst and CEO at Constellation Research
Companies who have
improved customer
engagement increase cross-
sell by 22%, drive up-sell
revenue from 13% to 51%,
and also increase order sizes
from 5% to 85%.
“
”

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For Instance...
1. Networking
2. Education
3. Influence Company X
4. Recognition
Year 1 Objective
Customer Engagement
Year 2 Objective
Increase Advocate-Influenced Deals
1. Shorten Sales Cycle
2. Increase Profit Margin
3. Get to Revenue Faster
4. Social Amplification

7. The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential
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Advocate Personas

8. The Starr Conspiracy | Confidential
Identifying Your Advocates
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9. The Starr Conspiracy | Confidential
Advocate Personas
Who’s going to help you achieve your objectives?
• Buyer OR Influencers OR End Users
• Demographic vs Psychographic
• Should you include detractors?
9CFO ClairePersonnel PeteExecutive Eddie

10. The Starr Conspiracy | Confidential
Persona Development
What should be considered when developing advocate personas?
• Role in the Organization
• Motivating Factors: Goals, Values, Fears and Frustrations, and Pain Points
• Compelling Product Features and Benefits for This Buyer
• Best Approach and Inclusion Factors for This Buyer
• Role in the Buying Journey
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11. The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential
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Program Goals

12. The Starr Conspiracy | Confidential
Defining Program Goals
Create specific goals for each objective.
• Goals may vary over first 90 days
o First 30 days - High engagement
o 60-day mark - Reviews and brand promotion
o Ongoing - Referrals
• Goals might vary by persona
o Drive 2 referrals a month through CFO group
o Increase engagement in IT group
o Get 20 social shares from the Operations group
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13. The Starr Conspiracy | Confidential
Goals Will Impact Engagement Strategy
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GOAL: Engagement GOAL: # of ReviewsGOAL: # of Referrals

14. The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential
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Organizational Buy-in

15. The Starr Conspiracy | Confidential
Buy-In Across Multiple Departments
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AdvocateHub
Customer Service - NPS
Product Development - Beta
Marketing - Testimonials/Leads
Sales - Referrals

16. The Starr Conspiracy | ConfidentialThe Starr Conspiracy | Confidential
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Engagement Strategy

17. The Starr Conspiracy | Confidential
Engagement Strategy
How are you going to drive engagement within the Hub?
• What’s in it for the advocate?
• Develop a theme for the program
• Provide opportunities for advocates to network within the hub
• Create challenges that are in line with your advocate’s psychographic profile
• Start out with fun, easy to complete challenges...then work in your asks
• Balance out your asks (⅓ fun, ⅓ educational, ⅓ asks)
• But most importantly, create a community you’d want to be a part of
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18. The Starr Conspiracy | Confidential
Recap
1. Articulate your objectives...be specific
2. Identify your advocate personas
3. Create your program goals
4. Get buy-in throughout your organization
5. Create your engagement strategy
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19. The Starr Conspiracy | Confidential
Thank you!
Questions?
Kevin Mangum
Email: kevin@thestarrconspiracy.com
Twitter: @KevinLMangum
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