Hello Palo Alto!

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Jim WilliamsVP Marketing, Influitive

@jimcwilliams

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#advocacyadv

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The internet and social Web have made it possible for any voice to be heard, but to be truly heard

you have to be authentic. If not, you will be discovered, you will be exposed, and you’ll be derided.

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71% of buyers who see a personal value in a B2B purchase will end up buying.

Personal value had 2X the impact over business impact.

© 2016 Forrester Research, Inc. Reproduction Prohibited 10

Consumers trust people the most

Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014

To what extent do you trust each of the following types of promotion?

(Answered 4 or 5 on scale of 5, where 5 = “trust completely, 1 = “Do not trust at all”)

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There’s a Silent Killerin your Sales Pipeline

Of buying happens ‘belowthe surface’

75%

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Self-ish Marketing• Company talking about itself• Pushing products• Handful of go-to references• Companies control brands• Noise

Advocate Marketing • Customers raving in public• Building lifetime relationships • Army of advocates • Brands built by customers• Cut through the noise

The winners embrace a new model

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TO

Access Power

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Status Belonging

Social triggers that drive advocacy

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The Advocacy Imperativeactivate your advocates with a rigorous, systematic approach

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A central organizing principle

embedded in the fabric of the company

Human experience authentic, deeply

personalized, sense of community

Everywhere advocacy happenspersistent engagement of 100s to 1000s of advocates

the best spark a

movementpowered by a

groundswell of advocates

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Spark the movement

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Today’s Agenda

2:00PM Opening Remarks: Sparking The Movement with Jim Williams (Influitive)

2:20PM How To Spark The Customer Movement with Lori Bush Shepard (Mobify)

2:50PM Authentically Engaging Advocates To Tell Your Story with Mia Dand (Lighthouse)

3:15PM Networking Break

3:40PM Being Human Is The New Business Imperative with Bryan Kramer (PureMatter)

4:05PM Building A High Performance Community Team with Jennifer Sable Lopez (previously MOZ)

4:30PM What Is Your Advocacy Advantage? with Deena Zenyk, Influitive

4:55PM Closing Remarks

5:05PM Networking and Appetizers#advocacyadv

Lori Bush ShepardVP Marketing, Mobify

@LBShepard

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How to spark the customer movement

Lori Bush Shepard, VP Marketing

Once upon a time…

... there was shelfware

Then came this.

Customer marketing can change your business.

So, who am I to talk?

Expand usage

Increase advocacy

Improve renewals

Customer marketing is your strategic weapon

Expand usage with customer nurture

Lifecycle-based

• Welcome email• Tour of community• Thought leadership (change

management, etc.) • Implementation satisfaction

surveys• Top tips and tricks

Program-based

• New release updates• Quarterly webinars• Training invitations/videos • Newsletters • What your peers are doing

Top tips: - Hire smart- Partner with CS

Increase advocacy through online/offline programs

Pre-event Challenges• Content suggestions• Q&A for Adam Savage• Promote registration

At Event • Guru lounge• Sign-ups for Advocate Hub• Live challenges for reviews

Did it work? 400100%28%44%93%

First-year attendees (Box had 200 at their first)

Increase in reviews

Increase in active advocates

Increase in monthly challenge completions

Satisfaction with event

$2.8M in influenced revenue

in just 9 months

Top tips: - Use online to promote events- Use events to expand online

Is this your champion?

Improve renewals by expanding loyalty and reach

Expand your network

• Customer nurture to all users• User (non-admin) training and

content• LinkedIn programs before & after

• Move up

• Executive sponsor programs• Customer Advisory Boards • Innovators Circle exec track • Exclusive access to content

97-99% renewal rate across engaged participants

Top tips:- Leverage your execs- Add value to each user

Expand usage

Increase advocacy

Improve renewals

Customer marketing is your strategic weapon

One last tip

Q&A

Mia Dand - No SlidesCEO, Lighthouse3

@MiaD

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Networking Time

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Influitive EDGEBe. Customer. Obsessed.

Be. Customer. Obsessed.Learn the advocate marketing skills that will drive your career forward.

SELF PACEDMOVE AT A SPEED THAT IS COMFORTABLE FOR YOUOn-line, interactive training courses, covering the fundamentals of advocate marketing and the Influitive platform.

CERTIFICATE COURSESGAIN CONFIDENCE AND BECOME AN ADVOCACY PROGet certified and be ready for today's and tomorrow's marketing challenges.

*NEW COURSE*BulletProof Advocacy

Building an Advocacy Program Your Customers &

CMO Will Love

edge.influitive.com

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Bryan Kramer - No Slides

President & CEO, PureMatter@bryankramer

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Jennifer Sable LopezCommunity Leader & Consultant, Previously at MOZ

@jennita

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@jennita

Building a High Performance Community Team

By Jennifer Sable Lopez

Jen Sable Lopez

Formerly: Sr. Director of Community at Moz★ Colon cancer survivor★ Built HireMoz.com to showcase laid off

coworkers★ Tweets in Harry Potter .gif soundbites

Community Consultantjensablelopez.com

Building a High Performance Community Team

Social

Building a High Performance Community Team

Inbound

Building a High Performance Community Team

Marketing

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Start with YOU

Understand your goals

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Understand your goals

@jennita http://www.gallup.com/poll/157679/americans-strengths-stress-less.aspx

Focus on your strengths

@jennita https://www.gallupstrengthscenter.com/

Gallup StrengthFinder

@jennita

What? You’re a manager… of Community?!

Gallup StrengthFinder

@jennita

Break up tasks by type

@jennita

Create a calendar

@jennita

Create backups and train

@jennita

http://bit.ly/personaltasks

Use this template

Take an actual vacation

Use this process with the teamUse this process with the team

@jennita

Love/Like/Hate

@jennita

Painful process caused this “hate”

Learn each person’s tasks

@jennita

We found tasks that weren’t

needed!

Learn each person’s tasks

@jennita

Discover openings

@jennita

Someone out there who *loves* this?

Discover openings

@jennita

Break down team tasks

@jennita

Create backups for EVERY task

@jennita http://bit.ly/teambackup

Download this template

@jennita

Combine your strengths

@jennita

Combine your strengths

@jennita

Remember, as an individual I was 0%

Relationship Building

Combine your strengths

Get your job done

AND have a life

Now you can grow the team!

Find someone internal!

No budget?

@jennita

Remember these?

Which skillsets are needed?

@jennita

Need more execution?

Missing any strengths?

@jennita

Need more execution?

And/or another

influencer

Missing any strengths?

@jennita

Too task focused?

@jennita

Too task focused?

@jennita

Take all these tasks

Check in each

quarter

Make necessary changes

Do it all

again

Continuous process

❑ Know yourself

❑ Know yourself❑ Know the team

❑ Know yourself❑ Know the team❑ Grow the team

Lay the foundati

on

Build your high performing community team

Resources

➢ Personal Task Worksheethttp://bit.ly/personaltasks

➢ Team Backup Worksheethttp://bit.ly/teambackup

➢ Gallup StrengthFinder Testhttps://www.gallupstrengthscenter.com/

Thank you! Thank you!

Jen Sable Lopezjensablelopez.com@jennita

Deena ZenykPrincipal Consultant, Customer Marketing & Advocacy, Influitive

@DeenaZenyk

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What is Your Advocacy Advantage?

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Once Upon an Advocate Marketer

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Validated

AccomplishedSupported Importa

nt

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?

?

?

?

Transactional or Transformative?

You Decide.

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Advocacy isYour Advantage

Thank You!

@DeenaZenyk

ca.linkedin.com/in/deenazenyk

#advocacyadv

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Spark the movement

Influitive, the Advocate Marketing Platform

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Our Approach: Help Deploy Your Advocacy Program

1. Establish Advocacy Program Plan Collaborate to help define goals, team, approaches, and timelines for your overall advocacy program.

2. Create BlueprintVia Influitive Services or a certified partner, establish a blueprint and deploy your advocacy program within Influitive’s Advocate Hub.

3. Manage Success Plan Via our Advocacy Coach, meet quarterly to monitor program, KPIs, plans and adjustments to approach.

Have 2 Minutes? Would love your feedback.

bit.ly/AARsurvey

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