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?
25
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