Advocamp: Gunil Chung

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Getting Started with Advocacy

Day 3 // March 9th, 2016

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“It’s True. All of it.” (well, mostly)

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That’s how I feel about enterprise gamification

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What I learned about enterprise gamification…

• You tap into something innate in people (intrinsic motivations)• “Choice” matters – people do stuff b/c they want to• It’s not about the money (“SAPS”)• You can achieve extraordinary results• It has to be embedded into business processes

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How does that relate to today (customer advocacy)?

• You tap into the intrinsic motivations of customers• “Choice” matters – customers do stuff b/c they want to• It’s not about the money (“SAPS”)• You can achieve surprising results• It has to be embedded into business processes

Customer Advocacy at Box

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First: we have amazing customers and advocates (so do you)

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Our overall goals with customer advocacy

• How do we up-level to CIOs?• How do we scale across all segments of customer base?• How do we “give back” to customers?• How do we help increase awareness and adoption of Box?• How do we focus to deliver real business results?

Influitive is a part of the enablement with “BoxStars”

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Our first test with Influitive: BoxWorks 2015

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Our first test with Influitive: BoxWorks 2015

Goals:• Drive overall registrations• Increase BoxStars engagement prior to event• Increase BoxStars engagement during the event• Increase BoxStars sign-up for post-event engagement

What worked + What didn’t

First, what did not work

Overall registration targets were met:

• We hit our overall registration target (6000) ✔• Advocates registered ✔• But could not get their friends to register ✗

Some highlights of what worked

• BoxStars engagement during BoxWorks• VIP treatment of BoxStars• Special perks (SAPS) of membership• CIO level engagement

CIO level engagement

Special Perks of Membership for BoxStars

• Named Seats at front of Keynote room• VIP lanes for registrations and sessions• Special lounge area for BoxStars• Networking opportunities at the BoxStars booth• Redeem Points for:

‒ Special Prizes‒ Uber ride to/from the event‒ Tesla Factory Tour

Box + Tesla for BoxStars

BoxWorks engagement stats

Overall engagement stats

Key Takeaways

• It works (in surprising ways)• Effective for a variety of “asks” (challenges)• Helps automate the process of asking• You must “feed the engine”

‒ Need critical mass of advocates‒ Regular challenges and activities‒ More work than advertised

• Influitive team was Excellent

My Ask:

Let’s Collaborate!• Customer Advocacy• Customer Communities• ROI and Business Impact

Gunil Chunggchung@box.com

Q&A

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