Loyalty and satisfaction are important, but truthfully, it’s old news. You need to start tapping into the enthusiasm and passion of your customers to build your brand and ignite revenue growth. See how Ektron did it in this on demand webinar! Six tips you will take away from this webinar: • Why advocacy is an essential part of marketing in 2013 • How to identify and engage your best advocates • How to mobilize your advocates with activities they will embrace • Reward or recognition – What motivates your super fans? • Identifying ownership for your advocate marketing program • How to measure results and secure executive buy-in.

1. 6 Tips to Mobilizing Brand Super Fans
I’m not
really
Fred
I’m
definitely
Jim
Jim Williams
Influitive
Fred Bals
Ektron

2. HOUSEKEEPING
How to participate
• 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
Tweet with #superfans to win a
Starbucks gift card!

3. 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.

4. Fred Bals:
Customer Advocacy Manager at
 Enterprise
Content
Management
 Digital
Experience
Software
#superfans

5. About Ektron
• 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 MANAGEMENT
Personalize, analyze, and optimize content delivery
to digital channels – web, mobile, and social.

6. LEADING COMPANIES AND ANALYSTS AGREE…
12,000
9,000
6,000
3,000
-
Sites
Companies

7. Ektron Inner
Circle
Program
• 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/
• Fred.bals@ektron.com
#superfans

8. 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

9. 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

10. You’re Not in Control of the Buying
Process
75%
of the buying process is complete before
a B2B prospect contacts a company
2X
Reliance on knowledgeable peer
references has more than doubled
in the past 5 years
4/5
Reference process is considered a
“fire drill” in over 80% of
companies surveyed.

11. Buyers don’t trust corporate
marketing and sales
Pe e r s
&
u s e r s

Ad s , a d s
& mo r e
a d s 

13. Tip #2
How to identify and engage
advocates
#superfans

14. All companies have Champions.
The trick is to organize and acknowledge them.

15. Tip #2 Redux
How to engage advocates
#superfans

16. The Inner Circle helps Ektron
recruit, manage, and acknowledge its
advocates
Invite
customers, part
ners, employee
s
Mobilize them to
complete
„challenges‟
“I could not do my job
without the Inner Circle”
Recognize
their
achievements
#superfans

17. "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

18. Tip #3
How to Mobilize Your Advocates
#superfans

19. THE OBJECTIVE:
Ektron‟s annual SYNERGY Customer Conference:
We needed to make it more Customer-Centric

20. 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

21. CHALLENGE: FUN
Mobilize attendees to build “one great song” for
keynote breaks.
“…One of the
most popular
challenges we‟ve
ever done.”
#superfans

22. CHALLENGE: AWARDS
Generate huge increase in customer submissions for
“Site of the Year” award.

23. CHALLENGE: TESTIMONIALS
Video interviews.
Hours of footage
Dozens of interviews
#superfans

24. EIC in Action
•
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.
#superfans

25. Tip #4: How to motivate
Superfans
Hint: It’s
not about
rewards
#superfans

26. Capital not Cash
We See You
We’re Listening to You
We’re Behind You

27. 10 ways to love your advocates back
1.
2.
3.
4.
Guest blogging opps
Media interviews
Invitations to executive retreats
Invitations to industry
conferences
5. Special status at user
conferences
6. Participation in product sprints
7. Job recommendations
8. Social media love
9. Introductions & connections
10. Linked-in skills &
recommendations

28. Tip #5
Start with an owner, but it
takes a village

29. 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
Sales
&
Marketing
Product Mgt.
Engineering
Support
References
Referrals
Participation in
Marketing Activities
Feedback
Desired Product Features
What’s Working
Other
?

30. Tip #4: measuring your advocate
marketing program
Three factors ROA:
1. Revenue impact
2. Cost deflection
3. Earned media
(eyeballs & traffic)
#superfans

31. R.O.A. Map
Analyst
interviews
References
Revenue
Referrals
Product reviews
Blog
comments
Traffic
Retweets, like
s, shares
Media
interviews
Cost
Deflection
Beta
programs
Customer
surveys

32. Fred Bals
fred.bals@ektron.com
@fredatektron
#superfans
Jim Williams
jim@influitive.com