Date post: | 21-Jan-2018 |
Category: |
Marketing |
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Kevyn Klein
VIPKID Head of Community & Growth, US
Start with an Empowered Community
The Advocate Dream Meet Sheryl Place…
“I always push my students to take risks and be the best students they can be. So when I saw the call for presenters…I thought, ‘Why not?’ Then to be chosen as a finalist, and finally a presenter, was truly joyful.”
• Florida ESL Teacher
• Support Ambassador
• Speaker
• Social Media Influencer
• Job Offer
Sheryl’s Story
The Teacher Leader Network
Teacher Leader Network
800 Support Ambassadors
200 Certified Trainers
200 Content Creators
87 Million Users
SAAS & Social Network
The Hutong
VIPKID Community
30,000 Teachers
550 Teacher Evaluators
130 Coaches
200 Local Leaders
1:1 Teaching Platform
Keys to an Empowered Community
Start EarlySolve Mission
Critical Problems Get out of the Way
Start Advocacy Early The Community Starts at Onboarding
Community Starts at Onboarding
• Build Habits - Your community hub is where the key info lives.
• Early Interaction – Don’t just push content; interact early.
• Community Generated Content – Use insights to produce better material for the community.
Time-Based Onboarding Challenges
What Does This Look Like?
The Results
- 40% share an article/video
about us in their first month
- Decreased ticket volume
- Time to 1st referral has
decreased
Mission Critical Let the Community Solve Hard Problems
Let the Community Solve Hard Problems
• Be Transparent – What is the problem you are trying to solve?
• Resources & Attention – Give them a budget or resources to make it happen.
• Share Success of Peers – Share their work with the rest of the community.
Problem: Difficult interview. Low conversion.
Community Solution - In-person event - Coach teachers trying to get
the job
Result - 900% increase in conversion- Using their knowledge to
impact product experience
VIPKID Coaching Days
Edmodo Ambassadors Problem: Support tickets increased during Back to School.
Community Solution - Let them answer them! Yes,
actual tickets!
Results - Decreased cost - Maintained CSAT during peak
time
Get out of the Way Unleash the Creativity of the Community
Empower & Get out of the Way
My First Meetup…
Trust – Your community is really smart and has other skills.
Monitor – Keep an eye on community health and engagement.
Amplify – Share their best practices with others.
35 Meetups/Month
The Results
• 35 meetups/ month
• 40 states. 10 different countries
• Local press coverage
• Local partnerships
• Attendees have significantly higher NPS score
How Does This Affect the Bottom Line?
• Early: Teachers have already done at least 1 act of advocacy in their first month.
• Problems: We increased our conversion rate and fixed a hiring need.
• Get out of the Way: Scaled events across the United States and made them more suitable for our community.
3 Key Takeaways
Reflect:
• Where does community advocacy start?
• Can your advocates solve a mission critical problem?
• Where are you inserting too much control?
USE AN IMAGE,
ICON(s), ANIMATED
GIF, VIDEO