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© 2011 Computer Sciences Corporation Community Advocates | 1
COMMUNITY ADVOCATES 101 ESSENTIAL INGREDIENTS FOR COMMUNITY VIBRANCY
CLAIRE FLANAGAN
CSC, DIRECTOR SOCIAL BUSINESS & COMMUNITY
STRATEGY
DECEMBER 2011
© 2011 Computer Sciences Corporation Community Advocates | 2
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
3
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
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WHAT DO THEY DO? WHY DO YOU NEED THEM?
Advocates
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Advocates: How Do You Find Them?
1. Appoint Volunteers
2. Find Natural Champions
3. Ask for Volunteers
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Advocates: What Motivates Them?
1. Access
2. Recogni2on / Reputa2on
3. Influence
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RECOGNITION & VISIBILITY
PERSONAL TOUCHES
2. Advocates: How To Reward Them?
BRANDED ITEMS
VIP ACCESS
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CSC EMPLOYEE COMMUNITY “LIFEGUARD” PROGRAM
CASE STUDY
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CSC Life Guards
12 Assigned, 100 Total
Seeded 200 Use Cases, Topics Prior to Launch
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CSC Life Guards
Planning Partners, Story Tellers
Engaged Local Execu2ves, Teams
Source of Peer Support, Answers
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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
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• 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
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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