The Advocacy Advantage slides for Palo Alto 2016

1. Hello Palo Alto!
1

3. Jim Williams
VP Marketing, Influitive
@jimcwilliams
3

4. 4
#advocacyadv

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The internet and social Web have made it possible for
any voice to be heard, but to be truly heard
you have to be authentic.
If not, you will be discovered, you will be exposed, and
you’ll be derided.

9. 9
71% of buyers who see a
personal value in a B2B
purchase will end up
buying.
Personal value had 2X the
impact over business
impact.

10. © 2016 Forrester Research, Inc. Reproduction Prohibited 10
Consumers trust people the most
Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014
To what extent do you trust each of the following types of promotion?
(Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)

11. There’s a Silent Killer
in your Sales Pipeline
Of buying happens ‘below
the surface’
75%

12. 12

13. Self-ish Marketing
• Company talking about itself
• Pushing products
• Handful of go-to references
• Companies control brands
• Noise
Advocate Marketing
• Customers raving in public
• Building lifetime relationships
• Army of advocates
• Brands built by customers
• Cut through the noise
The winners embrace a new model
13
TO

14. Access Power
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Status Belonging
Social triggers that drive advocacy

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17. The Advocacy Imperative
activate your advocates with a rigorous, systematic approach
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A central organizing
principle
embedded in the fabric
of the company
Human
experience
authentic, deeply
personalized, sense of
community
Everywhere
advocacy happens
persistent engagement of
100s to 1000s of advocates

18. the best spark a
movement
powered by a
groundswell of advocates
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Spark the movement

20. 20
Today’s Agenda
2:00PM Opening Remarks: Sparking The Movement with Jim Williams (Influitive)
2:20PM How To Spark The Customer Movement with Lori Bush Shepard (Mobify)
2:50PM Authentically Engaging Advocates To Tell Your Story with Mia Dand (Lighthouse)
3:15PM Networking Break
3:40PM Being Human Is The New Business Imperative with Bryan Kramer (PureMatter)
4:05PM Building A High Performance Community Team with Jennifer Sable Lopez (previously MOZ)
4:30PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive
4:55PM Closing Remarks
5:05PM Networking and Appetizers
#advocacyadv

21. Lori Bush Shepard
VP Marketing, Mobify
@LBShepard
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22. How to spark the customer movement
Lori Bush Shepard, VP Marketing

23. Once upon a time…

24. ... there was
shelfware

25. Then came this.

26. Customer
marketing
can change
your
business.

27. So, who am I to talk?

28. Expand
usage
Increase
advocacy
Improve
renewals
Customer marketing is
your strategic weapon

29. Expand usage with customer nurture
Lifecycle-based
• Welcome email
• Tour of community
• Thought leadership (change
management, etc.)
• Implementation satisfaction
surveys
• Top tips and tricks
Program-based
• New release updates
• Quarterly webinars
• Training invitations/videos
• Newsletters
• What your peers are doing

30. Top tips:
- Hire smart
- Partner with CS

31. Increase advocacy through
online/offline programs

32. Pre-event Challenges
• Content suggestions
• Q&A for Adam Savage
• Promote registration
At Event
• Guru lounge
• Sign-ups for Advocate Hub
• Live challenges for reviews

33. Did it work?
400
100%
28%
44%
93%
First-year attendees (Box had 200 at their first)
Increase in reviews
Increase in active advocates
Increase in monthly challenge completions
Satisfaction with event

34. $2.8M
in influenced revenue
in just 9 months

35. Top tips:
- Use online to
promote events
- Use events to
expand online

36. Is this your
champion?

37. Improve renewals by
expanding loyalty and reach
Expand your network
• Customer nurture to all users
• User (non-admin) training and
content
• LinkedIn programs before & after
• Move up
• Executive sponsor programs
• Customer Advisory Boards
• Innovators Circle exec track
• Exclusive access to content

38. 97-99%
renewal rate across
engaged participants

39. Top tips:
- Leverage your execs
- Add value to each user

40. Expand
usage
Increase
advocacy
Improve
renewals
Customer marketing is
your strategic weapon

41. One last tip

42. Q&A

43. Mia Dand - No Slides
CEO, Lighthouse3
@MiaD
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44. Networking Time
44

45. Influitive EDGE
Be. Customer. Obsessed.
Be. Customer. Obsessed.
Learn the advocate marketing skills that will drive
your career forward.
SELF PACED
MOVE AT A SPEED THAT IS
COMFORTABLE FOR YOU
On-line, interactive training courses,
covering the fundamentals of
advocate marketing and the Influitive
platform.
CERTIFICATE COURSES
GAIN CONFIDENCE AND
BECOME AN ADVOCACY PRO
Get certified and be ready for today's
and tomorrow's marketing
challenges.
*NEW COURSE*
BulletProof Advocacy
Building an Advocacy Program
Your Customers & CMO Will Love
edge.influitive.com

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47. Bryan Kramer - No Slides
President & CEO, PureMatter
@bryankramer
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48. Jennifer Sable Lopez
Community Leader & Consultant, Previously at MOZ
@jennita
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49. @jennita
Building a High Performance
Community Team
By Jennifer Sable Lopez

50. Jen Sable Lopez
Formerly:
Sr. Director of Community at Moz
★ Colon cancer survivor
★ Built HireMoz.com to showcase laid off coworkers
★ Tweets in Harry Potter .gif soundbites
Community Consultant
jensablelopez.com

51. Building a High Performance
Community Team

52. Building a High Performance
Community Team

53. Building a High Performance
Community Team

57. 2011

58. 2012
2011

59. 2011
2012
2013

60. 2011
2012
2013
2014

61. 2011
2012
2013
2014
2016

62. Start with
YOU

63. Understand your goals
63
Understand your goals

64. @jennita http://www.gallup.com/poll/157679/americans-strengths-stress-less.aspx
Focus on your strengths

65. @jennita https://www.gallupstrengthscenter.com/
Gallup StrengthFinder

66. @jennita
What? You’re a
manager… of
Community?!
Gallup StrengthFinder

67. @jennita
Break up tasks by type

68. @jennita
Create a calendar

69. @jennita
Create backups and train

70. @jennita
http://bit.ly/personaltasks
Use this template

71. Take an
actual
vacation

72. Use this process with
the teamUse this process with the team

73. @jennita
Love/Like/Hate

74. @jennita
Painful process
caused this “hate”
Learn each person’s tasks

75. @jennita
We found tasks
that weren’t
needed!
Learn each person’s tasks

76. @jennita
Discover openings

77. @jennita
Someone out there
who *loves* this?
Discover openings

78. @jennita
Break down team tasks

79. @jennita
Create backups for EVERY task

80. @jennita
http://bit.ly/teambackup
Download this template

81. @jennita
Combine your strengths

82. @jennita
Combine your strengths

83. @jennita
Remember, as an
individual I was 0%
Relationship
Building
Combine your strengths

84. Get your
job done
AND
have a life

85. Now you can grow the team!

86. Find someone internal!
No budget?

87. @jennita
Which skillsets are needed?

88. @jennita
Need more
execution?
Missing any strengths?

89. @jennita
Need more
execution?
Missing any strengths?

90. @jennita
Too task focused?

91. @jennita
Too task focused?

92. @jennita
Take all
these tasks
Check in
each
quarter
Make
necessary
changes
Do it all
again
Continuous process

93. ❑ Know yourself

94. ❑ Know yourself
❑ Know the team

95. ❑ Know yourself
❑ Know the team
❑ Grow the team

96. Lay the
foundation

97. Build your high performing
community team

98. Resources
➢ Personal Task Worksheet
http://bit.ly/personaltasks
➢ Team Backup Worksheet
http://bit.ly/teambackup
➢ Gallup StrengthFinder Test
https://www.gallupstrengthscenter.com/

99. Thank you!
Thank you!
Jen Sable Lopez
jensablelopez.com
@jennita

100. Deena Zenyk
Principal Consultant, Customer Marketing & Advocacy, Influitive
@DeenaZenyk
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101. What is Your
Advocacy Advantage?

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103. Once Upon an
Advocate Marketer
103 #advocacyadv

104. 104 #advocacyadv

105. 105 #advocacyadv

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107. 107 #advocacyadv
Validated
AccomplishedSupported Important

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?
?
?
?

109. Transactional or Transformative?
You Decide.
109 #advocacyadv

110. Advocacy is
Your Advantage

111. Thank You!
@DeenaZenyk
ca.linkedin.com/in/deenazenyk
#advocacyadv

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Spark the movement

113. Influitive, the Advocate Marketing Platform
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114. Our Approach: Help Deploy Your Advocacy Program
1. Establish Advocacy Program Plan
Collaborate to help define goals, team,
approaches, and timelines for your overall
advocacy program.
2. Create Blueprint
Via Influitive Services or a certified partner,
establish a blueprint and deploy your advocacy
program within Influitive’s Advocate Hub.
3. Manage Success Plan
Via our Advocacy Coach, meet quarterly to
monitor program, KPIs, plans and adjustments
to approach.

115. Have 2 Minutes?
Would love your feedback.
bit.ly/AARsurvey
115