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6 Tips to Mobilizing Brand Super Fans
Jim WilliamsInfluitive
Fred BalsEktron
I’m not really Fred
I’m definitely
Jim
• For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window
• Submit your text question using the Questions pane
• Note: A recording will be made available
HOUSEKEEPING
How to participate
Tweet with #superfans to win a Starbucks gift card!
The Big 6 Tips
1. Why advocacy is an essential part of marketing in 2013
2. How to identify and engage your best advocates
3. How to mobilize your advocates with activities they will embrace
4. Reward or recognition - What motivates super fans?
5. Identifying ownership for your advocate marketing program
6. How to measure results and secure executive buy-in.
Fred Bals: Customer Advocacy Manager at
Enterprise Content Management
Digital Experience Software
#superfans
• Founded in 1998
• Headquarters in Nashua, NH
- Worldwide offices in Australia, Canada, and the United Kingdom
• 200+ Employees
• Over 3,800 customers and 12,000 sites
MISSION: Empower marketers to connect content to revenue through best-in-class solutions for WCM and DXM
WEB CONTENT MANAGEMENT
Create, deploy, and manage enterprise-scale, global, dynamic websites.
DIGITAL EXPERIENCE MANAGEMENTPersonalize, analyze, and optimize content deliveryto digital channels – web, mobile, and social.
About Ektron
1998 2000 2002 2004 2006 2008 2010 2012 -
3,000
6,000
9,000
12,000
Sites Companies
LEADING COMPANIES AND ANALYSTS AGREE…
• A community for Ektron fans followers
• Influence Ektron through participation in surveys and questions
• Recognition from Ektron through perks and special programs
• Join today!
• http://www.ektron.com/Community/Nominate/
Ektron Inner Circle
Program
#superfans
Advocate Marketing Experts
Influitive helps B2B marketers recruit, mobilize and recognize an army of advocates that outsell their best sales reps.
• Founded in 2010 • HQ in Toronto, San
Francisco• Private, VC backed,
>$11M raised
Tip: #1 Start paying attention to advocacy today
“…their top priority is to enhance customer loyalty and encourage satisfied customers to advocate their brands.1”1. IBM Global CMO Study, 2011
You’re Not in Control of the Buying Process
Reliance on knowledgeable peer references has more than doubled in the past 5 years
75%of the buying process is complete before a B2B prospect contacts a company
Reference process is considered a “fire drill” in over 80% of companies surveyed.
2X
4/5
Buyers don’t trust corporate marketing and sales
Marketing
Peers & users
Ads, ads & more ads
Tip #2 How to identify and engage
advocates
#superfans
All companies have Champions.The trick is to organize and acknowledge them.
Tip #2 Redux How to engage advocates
#superfans
Invite customers, partners,
employees
Mobilize them to complete
‘challenges’
Recognize their
achievements
The Inner Circle helps Ektron recruit, manage, and acknowledge its
advocates
“I could not do my job without the Inner Circle” #superfans
"Our first job in marketing is to help empower our fans to bring others on-board. That's what makes us grow.“
~ Ken Gullicksen, Evernote COO
OUR GOALS
• Nurture our advocates
• Grow our relationships with them
• Learn from them
• Broadcast their advocacy of Ektron to our markets
Who are Ektron’s advocates?
Customers – Developers, Designers, Content Authors, Administrators, Marketing and other roles
Partners – Developers, Sales, Marketing and other roles
Employees – Everyone at Ektron
Tip #3 How to Mobilize Your Advocates
#superfans
THE OBJECTIVE:Ektron’s annual SYNERGY Customer Conference: We needed to make it more Customer-Centric
CHALLENGE: VIDEOS Crowd-source the “I am Ektron” customer videos to be shown at the opening keynote.
No Recruiting!
Videos collected on the spot.
40 “I am Ektron”Videos Collected.
#superfans
CHALLENGE: FUN Mobilize attendees to build “one great song” for keynote breaks.
“…One of the most popular challenges we’ve ever
done.”
#superfans
CHALLENGE: AWARDS Generate huge increase in customer submissions for “Site of the Year” award.
50 Submissions500% Increase in nominations
CHALLENGE: TESTIMONIALS Video interviews.
Hours of footage
Dozens of interviews
#superfans
• Over 200 reference contacts coordinated through EIC
• 50+ nominations for 2012 Site of the Year
• 73 sign-ups to participate in Beta Programs
• Feedback on Aloha Editor, eSync, Ektron Support
• 247 Tweets, 25 LinkedIn recommendations, Dozens of survey responses, testimonials, quotes, etc.
EIC in Action
#superfans
#superfans
Tip #4: How to motivate Superfans
Hint: It’s not about rewards
Capital not Cash
We See You We’re Listening to You We’re Behind You
10 ways to love your advocates back
1. Guest blogging opps2. Media interviews3. Invitations to executive retreats4. Invitations to industry
conferences 5. Special status at user
conferences6. Participation in product sprints7. Job recommendations8. Social media love9. Introductions & connections10. Linked-in skills &
recommendations
Tip #5 Start with an owner, but it
takes a village
Getting Everyone Involved
GOALS
• Create a stronger connection between internal teams and external brand advocates to help drive success.
• Create goals for departments so they participate, contribute and create challenges.
• Drive revenue to demonstrate program’s worth to management
Product Mgt.Engineering
Support
Sales &
Marketing
Other
FeedbackDesired Product Features
What’s Working
ReferencesReferrals
Participation in Marketing Activities
?
Tip #4: measuring your advocate marketing program
Three factors ROA:1. Revenue impact2. Cost deflection3. Earned media
(eyeballs & traffic)
#superfans
Retweets, likes, shares
Revenue
Cost DeflectionTraffic
Referrals
Product reviews
Blog comments
R.O.A. MapReferences
Media interviews
Customer surveys
Analyst interviews
Beta programs