Laura Kimball - How To Give & Get Value from a Power User Community
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The document discusses how to build and maintain a successful power user community. It identifies key characteristics of advocates that make them influential like being honest and authentic. It also outlines mutual motivations for both companies and advocates, such as insider access, recognition, and exclusive offers. The document recommends identifying your target community, determining what value you want from them, and ensuring you deliver on promises in order to cultivate long-lasting relationships.
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Laura Kimball - How To Give & Get Value from a Power User Community
- 1. @lamiki #socialfresh Laura Kimball @lamiki #socialfresh HOW TO GIVE & GET VALUE FROM A POWER USER COMMUNITY
- 2. @lamiki #socialfresh @lamiki #socialfresh
- 4. @lamiki #socialfresh WHY DO ADVOCATES MATTER? •83% more likely to share information about a product than typical web users •50% more likely to influence a purchase •92% of consumers trust recommendations from friends & family over all other forms of advertising Sources: •Field Guide to Brand Advocates, BzzAgent, May 2011 •Global Trust in Advertising report, Nielsen, April 2012
- 5. @lamiki #socialfresh CONNECTED PERSONAL PASSIONATE HONEST AUTHENTIC CRITICAL
- 7. @lamiki #socialfresh YOUR MOTIVATIONS Word-of- mouth Social Activation Innovation New Products Insights Research, Feedback
- 8. @lamiki #socialfresh THEIR MOTIVATIONS INSIDER ACCESS SHARETHEIR OPINIONS OPPORTUNITY TO INFLUENCE THE COMPANY EXCLUSIVE OFFERS & PERKS SEEING RESULTS RECOGNITION & SMALL THANK YOUS
- 9. @lamiki #socialfresh Laura Kimball / @lamiki HOW THE MAGIC HAPPENS
- 10. @lamiki #socialfresh PLATFORM & PARTNER
- 11. CULTIVATE COMMUNITY @lamiki #socialfresh
- 12. @lamiki #socialfresh DELIVER ON YOUR PROMISES
- 13. @lamiki #socialfresh HOW TO GET & GIVE VALUE 1.Who are your power users? 2.What value are you looking to get from them? 3.What will they want in exchange? 4.What tools and resources do you need? 5.How can you continue to cultivate this community? 6.Are you delivering on what you promised?
- 14. @lamiki #socialfresh Not sure what they want? Just ask.
- 15. @lamiki #socialfresh THANK YOU Laura Kimball @lamiki laura_kimball@htc.com elevate.htc.com