Building an Advocacy Ecosystem
Shanann KlaverManager, Customer Advocacy @ Optimizely
What is Optimizely?
Our Story
My Journey
CREATING ANADVOCACY ECOSYSTEM
How many hours do you spend giving the same trainings?
Customer Advocacy
Customer Advocacy Ecosystem
Optiforce
Customer Advisory Council
VIP at Opticon
Executive Sponsor Program
Power Users
Brand building
Customer appreciation
Attendees
Enterprise relationships
C-level Executives
Product Feedback
Program Manager
Optimizely’s exclusive advocacy hub where we can connect with and reward champion customer, partners
and employees
Optiforce
Scalable
Benefits
Central
Fun and engaging
Metrics• 50 advocates/quarter in 2015• Target audience: paying $1k/month and up
Customers• CSM recommendations (challenge in Optiforce)• Top community users• Customer Advisory Board members• User Group Leaders• Opticon speakers
Who’s Invited: Quality over Quantity
Challenge favorites: brand building + feedback
Utilizing Experiences
Getting Employees Involved
RewardsCustomers: Focus on professional perks
Employees: Focus on gifting and fun
Small membership with high engagementEmployee advocacy excitementCreative use cases for the hub
Results (and surprises!)
Customer Advisory CouncilEngaging with sophisticated users for product feedback and vision
Product focus
Benefits
Advanced users
Deep-dive sessions
• Meeting cadence =- Twice/year and ½ day sessions
• Meeting format- Intro and vision from CEO- Intimate roundtable discussions- New product demos- Customer presentation
• VIP dinner
Program Overview
VIP at OpticonCreating an amazing experience for our VIP Opticon
attendees
Optie Awards
VIP Track
NPS SwatApp
Engagement
Executive Sponsor ProgramProviding a formal executive-to-executive relationship
for our most strategic enterprise customers
Executive engagement
Benefits
Enterprise connections
Industry vision
Program Overview