@lamiki

#socialfresh

Laura Kimball

@lamiki

#socialfresh

HOW TO GIVE & GET VALUE FROM A POWER USER COMMUNITY

@lamiki

#socialfresh

@lamiki

#socialfresh

@lamiki

#socialfresh

@lamiki

#socialfresh

@lamiki

#socialfresh WHY DO ADVOCATES MATTER?

• 83% more likely to share information about a

product than typical web users

• 50% more likely to influence a purchase

• 92% of consumers trust recommendations from

friends & family over all other forms of advertising

Sources:

• Field Guide to Brand Advocates, BzzAgent, May 2011

• Global Trust in Advertising report, Nielsen, April 2012

@lamiki

#socialfresh

@lamiki

#socialfresh

CONNECTED

PERSONAL

PASSIONATE

HONEST

AUTHENTIC

CRITICAL

@lamiki

#socialfresh

@lamiki

#socialfresh

@lamiki

#socialfresh YOUR MOTIVATIONS

Word-of-mouth

Social Activation

Innovation

New Products

Insights

Research,

Feedback

@lamiki

#socialfresh THEIR MOTIVATIONS

INSIDER ACCESS SHARETHEIR OPINIONS

OPPORTUNITY TO INFLUENCE THE COMPANY

EXCLUSIVE OFFERS & PERKS

SEEING RESULTS RECOGNITION & SMALL THANK YOUS

@lamiki

#socialfresh

Laura Kimball / @lamiki

HOW THE MAGIC HAPPENS

@lamiki

#socialfresh

@lamiki

#socialfresh PLATFORM & PARTNER

CULTIVATE COMMUNITY @lamiki

#socialfresh

@lamiki

#socialfresh DELIVER ON YOUR PROMISES

@lamiki

#socialfresh HOW TO GET & GIVE VALUE

1. Who are your power users?

2. What value are you looking to get from them?

3. What will they want in exchange?

4. What tools and resources do you need?

5. How can you continue to cultivate this community?

6. Are you delivering on what you promised?

@lamiki

#socialfresh

Not sure what

they want?

Just ask.

@lamiki

#socialfresh

@lamiki

#socialfresh

THANK YOU Laura Kimball

@lamiki

laura_kimball@htc.com

elevate.htc.com