Activating Advocates Who Aren’t Your Customers: The...

Activating Advocates Who Aren’t Your Customers: The “Custo-User”

Daniel PalayManager, Global Customer Programs

March 1, 2015 | @danielpalay

Agenda

Introduction Why This Talk? The Custo-User

aka: What makes Wikimedia different from NASA? Democratizing Story-ing

The Power of Centralized Knowledge The Future What It All Means

Questions

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Me…Daniel PalayManager, Global Customer Programs(+ I dabble in sarcasm, hugs, &Social Media )

Started: March 31, 2014Fun Facts

Proud UC San Diego Triton (American Politics & History)

I play ice hockey

I’ve shaken the hands of two Presidents but never while they were President

What is ?

Source: Gray Calibri 10pt

+ + 25 OtherCountries

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Open Source Software

Quick Poll

Look it’s free5

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Why This Talk?

Source: Gray Calibri 10pt

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Simple Answer…

Great Conference, but everything was about the customer

The question is…what happens when your best references don’t necessarily pay you to use your software?

Source: Gray Calibri 10pt

Introducing…

The Custo-User

What’s in a word… The word is self explanatory, but the concept is

daunting…and takes a while to perfect (or fake it at least ;-) )

So what do you do first?

50 million+downloads

XCustomers

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vs.

Step 1

...Don’t worry, we’ve all be there

Freak out...

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Step 2 Ready, set go…

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Step 2 (cont.) Presenting the Spreadsheet of Awesome (or pain…)

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What we learned… FOCUS...FOCUS...FOCUS

On only things that build the funnel But what part of the funnel?

On making life easier for the team Give them a system that has the least resistance

SPREADSHEETS ARE TERRIBLE Comand+F only goes so far Try making everyone contribute

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The Open Source Funnel…

USER

CUSTO

Custo-User

Topic Custo User

Open Source Product Usage

✔ ✔

CommercialPlugins

✔ ✔*

Value of Support / Services

✔

Approval Needed ✔ *

Value Added ✔ ✔

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Custo-User

Funnel Stage Custo User

Awareness ✔ ✔

Interest ✔ ✔Action ✔ ✔

Action for Users = Adoption, Trust, Commitment

Action for Customers = Long Term $$ Commitment, Mission Criticality, X-Pack Needs, Meeting Corporate Needs

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What Does It Look Like?

Videos

CUSTO USER

Case Studies

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What Does It Look Like?

Guest Blogs

CUSTO USER

Slides

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What Does It Look Like?Conference Speakers

CUSTO USER

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Democratizing Story-ing So…we’ve activated our custo-users…now what?

How do we make this accessible to people in 27 countries acros the world? Remember SPREADSHEETS ARE TERRIBLE...

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Centralizing Knowledge

Where it began: Marketing: Customer Programs, Events, DevRel,

DemandGen Field Ops: Inside, Outside, & Direct Sales, Sales

Engineers & BD Product Management

What’s there? All that content (in multiple languages) Internal knowledge sharing (call notes, descriptions,

etc.)

Reference Edge

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The Future

Customer Care & Training That’s right our Engineers are getting access…but why?

Real-time updates based on Customer happiness Notifications to Reference Team

Meet Corporate Story Requirements and Priorities Happy Support Encounters

Reference Edge

What It All Means?

More Stories

That Are Better Targeted

And Shared in Streamlined and Centralized Way

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Questions?

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Daniel Palaydaniel@elastic.co

danielpalay | @danielpalay

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