Turn fans into advocates through influencer engagement

Sean O’Driscoll | [email protected] | antseyeview.com

Turning fans into advocates

Advocate engagement

2©2012 Proprietary + Confidential | antseyeview.com | Austin + Seattle + Mountain View

Experienced practitionersAnt’s Eye View is a strategic management consulting firm that helps recognizable brands transform into enterprises that fully engage with their customers. Our practitioner heritage sets us apart.

A platinum client listFounded in 2009, our client list now includes large, complex organizations such as AT&T, Autodesk, Cisco, EMC, Google, Jack in the Box, KPMG, Microsoft, P&G, Scotiabank, Unilever, USAA and Wells Fargo.

Ant’s Eye View: Who we are

Our leadership team:

Sean O’Driscoll, CEO & co-founderJake McKee, SVP & co-founderDustin Johnson, SVP & Managing Director, SeattleSean McDonald, SVP & Managing Director, AustinTodd Shimizu, SVP & Managing Director, Mountain View

Our team includes social engagement leaders from:


Credentials and experience

Books we’ve written

Quote about Citizen Marketers

Books that feature our work

http://online.wsj.com/article/SB116657125985555007.html?mod=todays_us_personal_journal


B2C

B2B

Our clients, B2B and B2C


Influencers and advocates

An influencer is someone who actively shares their opinions, passions and

expertise through their (large) personal and professional networks.

An advocate is someone who proactively defends, promotes and participates in the public conversation for a particular

brand, product, service or cause.


Definition of advocacyAdvocacy (Ad-vo-ca-cy), noun

1. the act of pleading for, supporting, or recommending

2. aiding the cause or policy or interests of3. a vehement and vociferous advocacy of

a cause4. the act of earnestly supporting or

encouraging

Advocate (Ad-vo-cate), noun1. one that pleads the cause of another2. one that defends or maintains a cause or

proposal3. one that supports or promotes the

interests of another


Advocates are defenders of the brand

The vision: Find, connect and engage advocates to amplify messages and create lasting relationships between your organization and a growing community of passionate users.

I like you.

(That’s “satisfaction.”)

Functional orientationExpectations consistently met

Transactional relationshipLow engagement

I defend you.

(That’s “advocacy.”)

Affinity orientationProducts fuel creativity

Proactive brand defenseExpectation for transparencyAttached to a “higher calling”

I love you.

(That’s “loyalty.”)

Relationship orientationProducts exceed expectations

Recommendation behaviorActive engagement


source: http://www.flickr.com/photos/alarzy/4231225160/

There are five key drivers of advocacy

KNOWLEDGEAccess to specialized and privileged information and resources that deepen an advocate’s understanding, experience and admiration for brand values

BELONGINGClearly defined membership, with places and times that advocates can interact with peers to exchange knowledge and co-create experiences around the brand they share a passion for 5

TRUST

A reputation for delivering on its quality standards and promises (functional, aesthetic and social), providing a unique, authentic product and service experience

4

INVOLVEMENTAnticipation of, and enjoyment from, interacting regularly with the brand, building familiarity and developing an ongoing human dialogue that is valued 3

Helps establish and communicate desired social status in a way that coincides with a person’s own values, beliefs and principles, enabling them to achieve important current and future personal life-goals and priorities

IDENTITY

21


The three types of online communities

411911

511

911: Break/Fix

Something is keeping the customer from completing his/her current task.

“DRIVE ANSWERS”

511: Explore & Discover

Understanding of how others are using the product resulting in change of customer’s perceptions & utilization of the product in new/interesting ways.

“DRIVE RELATIONSHIPS”

411: Learn & Improve

Additional knowledge/assistance can help a customer to optimize his/her current task & expand value from the product.

“DRIVE CONNECTIONS”


Finding them: The 90-9-1 conventional wisdom

• Creators

1%• Editors9%

• Audience90%


The 90-9-1 reality

• Experts1%

• Enthusiasts9%

• Dabblers15%

• Spectators75%


The 90-9-1 reality

• Experts1%

• Enthusiasts9%

• Dabblers15%

• Spectators75%


A case study Criteria

• Objective criteria include: number of questions answered in online forums, reach through blogs, Websites and social channels, bugs filed, offline presentations and training sessions conducted, books sold, etc.

• Subjective criteria include: quality of answers, customer service skills, demonstration of technical expertise and community leadership.

BackgroundFor more than 15 years, The Microsoft Most Valuable Professional (MVP) Award program has been recognizing independent technical influencers for their contributions to community support, product improvement and brand advocacy. More than 4000 influencers are awarded annually WW, with MVPs in 90 countries representing nearly 100 Microsoft technologies.

Business Objectives• Decrease support costs• Increase customer satisfaction• Gather high-quality, actionable product feedback• Deepen the relationship between the company and

key customers

Business Impact• Nearly 10M answers provided through support

channels• Community provides more than 60% of solutions on

MSDN, TechNet and Microsoft Answers• $1M+ in savings from reduction of content creation

staffing• MVPs contribute 5x more bugs than the average Beta

participant• MVPs contribute 10x more validated solutions on

support forums than active participants• MVPs represent Microsoft technologies at more than

700 events WW each year


Who else is thriving through advocacy programs?


Stage 1Traditional

Traditional, command and control business operations using one-way communication to drive business outcomes.

Stage 4Measurable

Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.

Stage 3Operational

Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration begin to deliver tangible results.

Stage 2Experimental

Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.

Stage 5Fully engaged

Social engagement and customer experience is part of the organization’s DNA. Breakthrough business results – increased revenue and loyalty are realized.

Why this matters - The social engagement journey


Companies on the social engagement journey

Stage 5Stage 1 Stage 3 Stage 4Stage 2


What next?

Download this presentation from:http://www.slideshare.net/antseyeview

Determine what you are trying to accomplish:• Web self-service?• Product feedback?• Loyalty?• Recommendations and word-of-mouth?

Determine what online behaviors are you trying to encourage:• Drive answers?• Drive connections?• Drive relationships?

Build a Plan!

http://www.slideshare.net/antseyeview

Austin6600 N. LamarAustin, TX 78752

Seattle1932 1st Ave., Suite 814Seattle, WA 98101

Silicon Valley154 E. Dana St.Mountain View, CA 94041

antseyeview.com@antseyeview

Thank you!

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