Influitive San Francisco User Group 2013 Presentation Deck

1. Influitive San Francisco User
Group
October 9, 2013

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Get your tweet on!
#influitivesf

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Today‟s Agenda
• 2:30-2:45 – Opening remarks
• 2:45-3:15 – Shortel‟s customer advocacy journey
• 3:15-3:45 – Breakout sessions
• 3:45-3:55 – Break
• 3:55-4:15 – AdvocateAnywhere
• 4:15-4:45 – Influitive Roadmap (Fall & Winter Releases)
• 4:45-5:00 – Closing remarks
• 5:00+ – Head to Town Hall for appetizers and
refreshments!
#influitivesf

4. Opening Remarks
Chad Horenfeldt
Director of Customer Operations

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In One Year…
Over 5000 advocates over across all hubs
Completed nearly 65,000challenges
Sent out 8600+ tweets
Shared over 5300+ links
Generated over 1300referrals
#influitivesf

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Thank You!

7. VIP Updates
Truman Tang
Customer Marketing Manager

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VIP Challenge Completions
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VIP Engagement
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#influitivesf

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Tip 1 – Hi My Name Is...
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Tip 2 – Lights, Camera, Action!
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Tip 3 – Keep it nice and easy
#influitivesf

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Tip 4 – Perk Fairly
#influitivesf

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Tip 5 – Stick to a Schedule
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Tip 6 – Switch Up Your Communication
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Tip 7 & 8 – Know What You Want Then Ask
Ask Engagement Info
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Who are you hanging out with?Tip 9 – Mix Up The Experience

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Tip 10 – Hangout With Your Advocates
#influitivesf

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One more thing...
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A Few Marketing Announcements

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Stay tuned for Amber!

23. ShoreTel Sky
Our Customer Advocacy Journey
Amber Newman
Senior Marketing Communications Manager
anewman@shortel.com

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About ShoreTel and ShoreTel Sky
We make phone systems and applications with
an experience that businesses love.

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Our Journey in Three Parts
Failure Breakthrough Vision

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What We Were Trying to Achieve
References Referrals
Social Engagement Attention

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What Went Wrong?
Lack of Committed
Resources
Limited Executive Buy In
Approach Not Aligned with
Customers
No Employee Engagement

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Breakthrough
Complete Re-launch
New Tone and Style
New Rewards
Executive Enthusiasm

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Employee Advocacy
Not Stock Photography – Actual ShoreTel Employees

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To Give or Not to Give?

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Statistics
126
240
1105
0
200
400
600
800
1000
1200
July Aug Sept
25 30
341
0
50
100
150
200
250
300
350
400
July Aug Sept
New Advocates
Challenge Completions
Average Points Per Advocate
326
Average Completions Per Month
2.3
Redeeming Advocates
26
Total Redemptions
49

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Results
References Referrals
Social Engagement Attention
64 New References 8 Prospect Referrals
289 Links Posted 401 New Advocates

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Vision – Maintain Momentum
Make “Game Time”
Adjustments
Publicize Success
Build Culture
Involve Partners
Become Advocates for
Companies we Love

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Questions?
Amber Newman
Sr. Director of Marketing
Communications
anewman@shoretel.com
www.shoretelsky.com

35. Breakout Sessions
Advocate Marketing Metrics (ROI) – Chad Horenfeldt
Sustaining Advocate engagement & recruitment – Sydney Strader

36. Tips & Tricks
AdvocateAnywhere
Aaron Rothschild
Product Manager
aaron@influitive.com

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Questions marketers ask us….
• How do we find the people willing to perform advocacy for
us?
• How can we engage users with urgent challenges, when
they don‟t come to the hub that often?
TIPS AND TRICKS

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AdvocateAnywhere allows you to keep
your customer “asks” in context of what
they are currently doing
‒ Logging In to your app
‒ Finished Salesforce Integration with your app
‒ Reading a Blog Post
‒ Reading Customer Stories on your website
‒ Etc.
Context

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A widget that lets you bring challenges to your customers -
rather than making them visit the hub.
What is AdvocateAnywhere?

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Notifier – currently a
customizable image
If there is another
challenge available to the
user – this will be
displayed
You advocacy program
name (Ie:
champions, Rockstars, et
c)
The trim color is
customizable to match
your web pages/site

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AdvocateAnywhere - Inline
This is a section of content
– no pop-up. It is also
personalized to the current
user.

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After….
If we don’t recognize the visitor
(not a current advocate) – we ask
for email address
If we recognize them
- don’t ask for email
AND
If there are no other
challenges available
for them – thank
them!
We make it easy for you to invite
these users to your full hub

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Customer Success Story Pages:
• Ask current advocates to provide their customer story.
• Ask current advocates about their favorite feature in your
product - and why.
Your Blog
• Ask visitors if they wanted to work with you on a guest
post.
• Ask Advocates to post ideas for future blog posts
Some Ideas: Your Website

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Referral/Partner Pages
• Ask any web visitor to provide a referral lead
• Ask partners to perform another challenge (while they are
visiting their portal to register a lead)
Support Portals
• Ask advocates in your portal if they'd like to join the "Early
Beta Access program" --> a lead-in to becoming an
advocate.
• Ask users to fill out a simple NPS survey
Other Web Properties

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• You can specify WHERE a challenge will appear
‒ Your Blog, Customer success Story Page, Within your App
• You can specify WHO will see the embedded challenge
‒ Registered Advocates who are in a particular group
‒ Unknown Web Visitors
Targeting

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Targeting: Where
Enter the URL of the webpage where you
want the embed to be displayed

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Targeting: Who
Include unknown
webvisitors

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1. Create a challenge that is visible to anyone who lands on a particular
URL/webpage
2. Create a challenge visible only to people who are already registered
advocates
3. Create a challenge that is visible only after Challenge #1 has been
completed
Go to Settings: System : AdvocateAnywhere
How can I experiment with it?

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• You can automatically “pass” us the user‟s email if your
app already knows it - so we don‟t ask for their email.
• You can trigger the “pop-open” with some JS magic
(speak to me)
• You can build your own version of this pop-up with an API
we‟ve built for this
Improvements Coming Up:
‒ Text label instead of image
‒ More Reporting
‒ More stage types
Bonus: Cool Things

50. Influitive Roadmap
Fall & Winter Release
Eran Aloni
VP Products
eran@influitive.com

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Developments
#influitivesf

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Referrals
Simple and Powerful Workflow
Reflecting leads‟ progress in Salesforce.com in the
Advocate Hub
Flexible Integration
Create referral leads in Salesforce.com, either directly
or through you marketing automation system.
Keep your Advocates in the Loop
Allow advocates to see the status of their referrals in
the hub.
New & Improved User Experience
Visible & accessible from anywhere in the hub

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Great user experience
Better exposure of
referral challenges
Detailed explanation of
the referral process.
Advanced tracking
Allow advocates to track
the status of all their
referrals.
Referrals
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Target challenges in the hub, mobile (Maven) and embedded on your site
(Advocate Anywhere)
Advanced Challenge Targeting Options

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Allow groups to have private
leaderboards such that advocates can
only see and communicate with other
advocates in their group.
E.g. Employees, Partners, etc.
Private Leaderboards

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Advocate to Advocate Messaging
Allow Advocates to
communicate with each
other in the hub

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Get advocates to review for your AppExchange reviews and
track when the review gets published.
Get advocates to post comments on Disqus-enabled Blogs and
automatically track when comments are published.
New Challenge Stage Types
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58. Winter 2014
Tentative Roadmap

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Expand and refine Fall release capabilities
(great UX, track referral lifecycle in SFDC,
end to end visibility to advocate and admin)
‒ Refer by email
Allow advocates to send a referral by email (e.g. to
referral@influitive.com or referral@friends.xactly.com ), receive email
confirmations and status updates and track the status of their referral in
the hub.
‒ Multiple referral challenges (tentative)
Have multiple referral challenges using the same business workflow
and tracking mechanisms
Referrals
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‒ Improved Email Templates
• Optimize and create new templates to increase engagement.
• Add new data and call to action in templates – e.g.
After a challenge is approved, suggest another similar challenge to
the advocate.
‒ Redesigned Advocate „Dashboard‟
• Updated visual design
• Improved layout to accommodate allow adding new engagement
mechanisms such as missions, contests, content, etc.
‒ Maven
• Add push notifications, points, badges; Test and update UX.
• Test the impact of stub hubs and advocacy across hubs
Advocate Engagement
#influitivesf

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‒ Goals
• Allow admins to set goals, track their status and increase their
engagement by pushing them to meet and exceed their goals.
E.g. # of referrals, # of case studies, # of product review per month
‒ Health Meter / Alerts & Tips
• Define a standard health meter tracking the performance of the
customer‟s Hub.
E.g. number of available challenges per advocate, number of new
challenges create over the past week, number of new advocates in
hub, etc.
• Suggest corrective action using best practices.
E.g. Create 5 new challenges and target them to the Partners group.
Customer Value
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‒ Syndicate Best Practices Content in Hub
Take CS knowledge base and make it available, in context, in the hub
E.g. Show articles about reporting features and best practices on the
Reporting tab
Best Practices
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The Maven Mobile App (Available now)
Allows advocates to help you on the go with the Maven iOS app.
Allows the entire Influitive advocate network to discover your advocacy
program.
Questions?