Post on 09-May-2015
description
How salesforce.com Marshalls an Army of Advocates
February 28th 2012
Erica Kuhl: Salesforce.com
Who is salesforce.com?
100,000+ customers
275 Customer Showcase stories
10,000+ Weekly Community Visitors
70 Salesforce MVPs
140 Local User Groups
Enterprise cloud computing company leading the shift
to the Social Enterprise
Who am I?
Erica KuhlCommunity ManagerSalesforce.com | Social Media & CommunityLinkedin: http://www.linkedin.com/in/ericakuhlBlog: blogs.salesforce.com/community/mvps/Twitter: @ericakuhl
Agenda
What is Advocacy?
Creating an Advocacy Program Framework
Building an MVP Program to Manage Social Growth
MVP Program Overview & Highlights
Demonstrating Program ROI
Q & A
Advocacy Definition
Active support of an idea or cause
Supports or promotes interests of another
ConnectorAmplifies conversations,
Word of Mouth
CriticProvides feedback, ideas and insights
CreatorAnswers questions, creates new content
CollectorOrganizes. Tags, rates, ranks and moderates
1. Segment by Behavior
2. Measure & Monitor by Objective 3. Reward with“ Currencies”
+ Listen =
+ Status =
+ Tools =
+ = Access
Reprinted with permission Ant’s Eye Viewhttp://www.antseyeview.com
Build Sell Support
Collector
BuildBuild SellSell SupportSupport
LoyaltyQuality
ResourcesInnovation
Ant’s Eye View Advocacy Planning Framework
Why We Build an Advocacy Program
The Number of Voices Online is Growing Fast
The Challenge is Keeping Up With the Growth
Harness the Energy of Your Top Contributors
Unique Visitors
Lurkers
Dabblers
Small % of the Population...
Contributors: Post, Comment, Share
MVPs
Enthusiasts Dabblers
...Fuels the Community
MVPsEnthusiasts
Recognize Exceptional Individuals Within the Salesforce.com Community for their Leadership, Knowledge, and Ongoing
Contributions
What Does It Mean to Be an MVP?
MVP Program Design
New set of participants awarded 3x a year based on activities in the online and offline communities during the prior year
Year long term with the opportunity to be re-rewarded based upon the prior year’s contribution
Inside Access to Product Managers Inside Access to MarketingTeams
Inside Access to Product Managers A Place to Connect Year Round
Rewards our MVPs Receive
Personal Gifts for Special Occasions Exclusive MVP Outings
Front Row Seating at Events Executive Meet & Greets
“Soft” Rewards our MVPs Receive
Demonstrating ROI
MVP Program ROI Measures
Engagement growth on all social channels
Advocates to call on to defend the brand
Customer driven relevant content
Speaking spots at key events
Voice of the community to salesforce.com
Don’t forget….
Processes & Procedures
Q & A