Engaging Advocates by Vertical

KNOW YOUR AUDIENCE: ENGAGING ADVOCATES FROM DIFFERENT VERTICALS

•  Information Technology •  Programming/Development •  Human Resources •  Sales •  Education •  Project Management/Consulting •  Executives

In designing and running an effective and engaging Advocate Marketing Program, it’s key to know your audience. Understanding the persona(s) you are targeting with your program will help you design invitations, challenges, rewards, and messaging that appeal to your audience, generating higher levels of engagement. In this playbook we discuss a selection of advocate verticals:

Each vertical has its own section with the following focus points: •  Persona – What does the audience like/dislike? What motivates them? •  Positioning – How to structure the value proposition & recommendations for the tone of

messaging in invitations, challenges, and notifications •  Challenges you may face – Potential roadblocks in appealing to the audience and how to

overcome them •  Examples – Challenges that have worked in real life with the audience

Information Technology 3

Programming/Development 7

Human Resources 11

Sales 16

Education 21

Project Management/Consulting 25

Executives 29

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INFORMATION TECHNOLOGY

IT Professionals are the quiet, hard-working individuals operating behind the scenes at every company, focused on keeping things running. Without them, businesses wouldn’t function and employees wouldn’t be efficient, however oftentimes their efforts go unnoticed. Those in the field of IT are generally very comfortable with a wide variety of technologies and have a thorough understanding of how each piece contributes to the overall productivity of the organization. IT professionals are genuinely interested in growing their knowledge and understanding of different technologies, providing feedback on current technologies used, as well as weighing in on their technological needs for the future. They appreciate recognition but not in a ‘spotlight’ sense. Subtlety with meaning delivers the recognition they want and deserve.

The Persona

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Security concerns - Given the importance of security within IT environments, it makes sense that IT professionals would be concerned for the security of their own personal data. Overcome this concern by clearly communicating how (if) their personal information will be used. Make them feel secure and indicate clearly that nothing will be published without their consent. Not attracted to the spotlight - IT professionals are not necessarily the type that enjoys being in the spotlight. That doesn’t mean they don’t want to be recognized and appreciated for their accomplishments. Understand on a personal level how your audience prefers to be rewarded. Introverted by nature - IT professionals can be quiet and reserved, often times not conversation starters. With that said, they will engage in conversation regarding topics that have meaning and relevance to them. Help facilitate these types of conversations, and do your homework to make sure the topics you are promoting are engaging and interesting.

Challenges you may face

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To the point - Be transparent. Don’t try to convince your audience of something that isn’t a reality. Be factual and open during all interactions. What’s in it for them? - Always position your interactions with IT professionals in a way that delivers them value. If you are trying to engage your audience for product feedback, position the ask in a way that communicates “we want you to dictate the direction of our products future. What features and functionality do you need most?” Make it light - IT professionals are quirky. They like what you may call “geeky” things. Don’t shy away from this. Present the longstanding debate of Star Wars vs. Star Trek and watch everyone weigh in. Give them a platform - IT professionals want and should be heard, however they are often the busy bees working behind the scenes. Make them feel valued and stress that you are interested in their personal opinions. Make your surveys specific and show you are aware of their advanced expertise.

Positioning

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Examples

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Start engaging your IT audience with some simple asks about their daily work.

Show you care about their input by giving exclusive access to new features.

Start conversations about specific hot topics in IT. Direct your advocates to debates where they can showcase their expertise and help others.

PROGRAMMERS/DEVELOPERS

Software developers are amidst an ever-evolving environment that is often complex and difficult to understand. Since developers constantly have to stay abreast of the latest technologies, an eagerness to learn and keep up with the most recent trends is key for building a successful software developer career. Generally somewhat introverted in nature, developers are focused on continuous learning to improve their skillset, often referred to as their “craft.” Even though to some people IT and development might seem to belong under the same umbrella, developers do generally not appreciate being put into the IT bucket. Keep this in mind in your communications. Developers are respected but often underappreciated. If they are made to feel special they are much more likely to stick around.

The Persona

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Marketing Skepticism - Developers don’t want to be sold to, nor do they want to be approached with marketing jargon and fluff. In addition to overcoming marketing skepticism you will need to develop trust. Better understanding your advocates challenges and needs will help break down their guard and build a strong relationship. Noise - Developers live in a noisy world with numerous competing technologies, forums, communities, etc. Time is scarce. Make your program relevant by delivering direct value to your audience. Buy-in - Once bought-in, developers are a loyal bunch. Buy-in happens when you demonstrate immediate value (think back to their desire of perfecting their craft). Show appreciation and demonstrate you’ve made the effort to understand 1) their craft – enough to serve up relevant content, and 2) their personal interests.


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To the point - Developers are skeptical of marketing. As a result you need to ensure your communication with them is honest, factual and concise. What’s in it for them - With a focus on education and continuous learning you have the opportunity to deliver significant value to your advocates. Provide them with insights, tips & tricks and educational material. To do this well, you need some knowledge of the industry – if you don’t have it, it’s probably worth it to pick the brain of a developer you know. Let them be heard - Don’t mistake developers’ collected demeanor for reluctance to share opinions. Developers want to be heard. Ask for their views on hot topics, in surveys, or in the form of community/forum contributions. All of these are right in the wheelhouse of a developer. There is also generally a strong culture of sharing and mentorship among developers. Give your advocates the opportunity to help others and establish themselves as an expert. Facilitate conversations amongst a network of developers is sure to deliver value.

Positioning

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Examples

Get their input. Make them feel heard.

Broaden their knowledge, share current content.

Channel their inner geek! Create relevant fun challenges.

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HUMAN RESOURCES

Human Resources managers and executives are generally highly invested and committed to HR as a career; by the time they reach the level of seniority of an HR manager position, they’ll likely have worked in HR specialist roles for a significant time period.

The HR function is rapidly changing with factors like globalization, increasing competition, labour market regulation, technological advances, and the demographic shift in the workforce. This places a strong emphasis on emotional resilience and change management as key skills in HR.

Leaders in the HR field are also generally extroverts, skilled at building relationships with both internal and external company stakeholders. In the recruitment capacity, network building and nurturing are essential focus points for HR professionals. Areas of interest include:

•  Time management •  Networking •  Change management •  Coaching & mentorship •  Negotiation •  Communication •  Conflict Management & problem solving •  Strategic planning

The Persona

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HUMAN RESOURCES

•  Busy schedules - HR professionals’ calendars are often packed with meetings, so getting them to spend time in your AdvocateHub can be challenging.

–  Make sure you periodically remind them about your program to build habits of advocacy - You can use the Challenge Digest, but personalized individual challenge notifications may be more effective as you can remind your advocates about the benefits of returning to the hub

–  Highlight some challenges with the expected duration in the headline to lower the participation threshold; e.g. ‘Lunchbreak challenge’, ‘Earn 100 points in 1 minute’

•  Reward acceptance policies - Some companies have stringent rules for the acceptance of cash rewards.

–  Make sure your Rewards catalogue is diverse and focused on rewards other than gift cards. Mentorship sessions with industry experts, conference passes, professional development courses, or a LinkedIn Premium membership can be great alternatives.

•  Getting lost in the noise - HR in most organizations makes more decisions than all other departments. This means they are bombarded by a ton of different communications daily.

–  Make sure you message stands out. Instead of email, consider sending an actual mailed invite and possibly including a small gift/perk.

–  Pick up the phone. A HR email inbox is probably among the fullest in a company, so differentiate yourself with a personal phone call.


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HUMAN RESOURCES

•  Professional development & learning opportunities - With the constantly evolving and expanding landscape of HR, learning is a vital part of the job. Position your hub as a central place of knowledge sharing, industry best practices, high-quality content, and useful resources to help your advocates become better at what they do. Also stress the opportunity for your advocates to position themselves as thought leaders in the space

•  Networking - Recruitment and talent management is a core KPI for HR. Emphasize the role of your advocacy program as a platform to boost your advocates’ professional network; not only will they connect with others in your program, but also be able to multiply their 2nd and 3rd level connections

•  Efficiency - Regardless of what your product or service does, stress the increased productivity your advocates will experience through the best practices, tips, and support you offer through your program. HR people are busy - let them know how much time they will save by having one central location for all the information they need as your customer

•  Don’t forget to entertain - HR professionals are required to frequently deal with serious matters like layoffs, personal improvement plans, and organizational restructurings. Make sure your program offers something to brighten up their day (playful fun challenges) and make them feel appreciated (use perks!)

Positioning

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HUMAN RESOURCES

Examples

Match advocates with each other for 1-on-1 discussions on specific topics.

Share interesting content and get advocates talking.

Start a best practices discussion. 14

HUMAN RESOURCES

Examples

Share useful tips for productivity, workplace health, time management, networking, etc. topics of interest.

Offer interesting, quality content for your advocates to consume & share via their networks.

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SALES

Sales representatives are responsible for persuading clients, buyers and purchasing agents to buy a product or service. Their duties include demonstrating products or services, advising clients on the benefits of a product or service and traveling to meet with current and prospective clients. A great deal of travel is often involved in this occupation. Reps may be under considerable pressure to meet sales quotas, and their income is directly dependent on their work performance - This means they are very sensitive about how they spend their time. However, it also means that they are looking for tools, content, and methods to improve their performance. In addition, because they are in a high-stress role, they can use a fun outlet to make their day more enjoyable and help them refocus. Reps are seeing a shift in how buyers buy and are relying more and more on technology and social media to engage their buyers.

The Persona

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SALES

•  Busy schedules - Sales reps have calendars full of meetings and may also be on the road. –  Periodically remind them about your advocate program. Use challenge notifications to

inform about new trends, product updates and other important resources that will help them close more deals. Take the time to make notifications catchy and spark interest.

–  Be sure to include some challenges that suit a busy schedule. Some ideas: •  Quick and easy survey and quiz challenges •  Daily challenges such as retweet of the day and article share

–  Mention the expected duration in the headline of “challenges” to lower the participation threshold; e.g. ‘Lunchbreak challenge’, ‘Earn 100 points in 1 minute’

–  Be cognizant of the “end of the quarter crunch time” and don’t ask too much of advocates at that time. Keep your challenges more on the light side and provide valuable content. Give tips on tools, apps and techniques that will save time and help close more deals. The higher the perceived value, the higher the engagement

–  Remind your advocates that they can participate via their mobile device - this can save them time and allow them to advocate while on the go

–  Make the experience fun. Take advantage of the competitive nature of salespeople with contests to help them advance on the leaderboard

•  The face of the sales force is changing. With the rise of millennials, you can’t paint all sales

reps with the same brushstroke. Appeal to all by including a variety of challenges and rewards.


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SALES

•  Earn awesome rewards - Sales reps like rewards. You should cater to this. Besides the ever-popular gift cards, sales reps favor tech gadgets (iPads, Fitbits, TVs etc…) and sales books as examples. It’s powerful to ask what rewards your advocates would like, add new ones to the catalogue, and advertise they came from advocate suggestions in a challenge.

•  You now have a voice - Sales depends on you to help them sell. They have lots of product

feedback so give, facilitate this. Consider letting them join a beta testing program.

•  Professional development & learning opportunities - With the constantly evolving and expanding landscape of sales and the changes to the way people buy, learning is a vital part of the job. Position your hub as a central place of knowledge sharing, industry best practices, high-quality content, and useful resources to help your advocates become better at what they do. Offer something books can’t – a network to learn tips from.

•  Networking - Salespeople like to network to help them generate prospects and close deals. Emphasize the role of your advocacy program as a platform to boost your advocates’ professional network; not only will they connect with others in your program, but also be able to multiply their 2nd and 3rd level connections.

•  Don’t forget to entertain - Salespeople have very stressful jobs. Make sure your program

offers something to brighten up their day (playful fun challenges) and make them feel appreciated (use perks!)

Positioning

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SALES

Examples

Have advocates share their tricks of the trade - what makes them better reps?

Offer interesting, quality content for your advocates to consume & share via their networks.

Start a best practices discussion and encourage advocates to share their favourite resources. 19

SALES Examples

Give reps a voice - ask them for their input on their processes and solicit product/general feedback to cater to their needs better.

Encourage reps to take a breather from the daily grind to refocus. They will thank you with advocacy!

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EDUCATORS

Educators don’t necessarily have lofty career goals, but most are dedicated to being educators as a lifetime career, or calling. They are respected but often underappreciated, so if they can be made to feel special through your program, they are much more likely to stick around. Educators also love to have their programs, lessons, or classes showcased. As promotions are few and far between, gaining credibility among peers is a very important aspect of many teachers’ careers. There are a few types of educators, so you’ll have to be aware of which type(s) are in your audience.

-  Young and eager: A new educator who is trying to find new tools, methods, and teaching philosophies

-  Experienced and innovative: A veteran who is willing and eager to adapt as generations change

-  Traditional: Created lesson plans 25 years ago, and will always stick to them.

The Persona

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EDUCATORS

•  Ebb and Flow - Educators have periods throughout the school year where they are very busy, and during these times they may not have time to be active in your Hub. They can also become disengaged during the long summer vacation, spring break, winter break, etc. Use these times as themes for fun engagement (vacation photo sharing, the funniest exam responses you’ve seen, etc.)

•  School Firewalls - Many sites are blocked by school firewalls. Depending on how strict a school/school district is, your AdvocateHub can end up on that list as well.

•  Gamification - Some educators have no interest in points, badges, or rewards.

They may not feel “fulfilled” by earning points. Let these types of educator advocates know that they can get value in other areas, such as professional development or showcasing their expertise.

•  Priorities - Educators’ #1 priority is always their students. They are hesitant to do

things that take the focus away from their classroom. Having them attend conferences, user groups, and other events can be extremely disruptive to their schools / institutions.


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EDUCATORS

•  Professional development & learning opportunities - Educators understand the need to always be learning and most are always looking for opportunities to gain new skills. Early, discounted, or free access to courses and certifications will go a long way.

•  Product Licenses - It can be difficult to educators to make the case for software purchases to their supervisors, principals, or school boards. Giving advocates the opportunity to get product upgrades or licenses through your hub will help them show their superiors what they can do with your product or service.

•  Community - Teachers love to discuss strategies for classroom management and education philosophy with their peers. Encouraging these discussions in the AdvocateHub Community or in public response challenges will ensure that advocates check back frequently.

•  Small tokens of appreciation - Educators may not be able to receive rewards such as gift cards, but they will be very appreciative of swag rewards. This includes things like hats, shirts, mugs, and travel mugs. Allow them to show of your brand around the workplace, and they will be more than happy to.

•  Conferences/User Groups - Educators (especially teachers) are rarely able to attend

conferences in distant places. Assisting them in any way will help build loyalty. This could happen through discounts, flights, or even helping create user groups in their region.

Positioning

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EDUCATORS

Examples

Give your advocates a chance to become experts in your product through training, certification, and collaboration opportunities.

Educators love to show off and share their work. Encourage this in your Hub.

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PROJECT MANAGERS/CONSULTANTS

Project Managers & Consultants are highly dedicated leaders. They are their team representatives who direct assignments from start to finish. Their role within the team setting is to provide a balance between their own vision, the team’s abilities and the company’s needs. Their biggest motivating factors are personal and professional growth, and they best achieve this through the success of their team members.

In order to stay atop of their careers, they are tech savvy. They have an interest in technology that will bolster their ability to effectively communicate and improve their efficiency. Dealing with constantly changing demands and resources means that PMs/Consultants need to be flexible in their approach. Top Project Managers & Consultants are extroverts who have an ability to build rapport with their team members and other colleagues. Some of their top skills are in communication, leadership, organization and advanced subject matter expertise.

The Persona

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· Busy schedules – Project Managers/Consultants are often tied up with multiple tasks throughout the day: meetings, planning initiatives and research for example.

· Make the hub your advocates’ one stop shop for fun activities, interesting reads and professional advice. Challenges that are entertaining and related to the industry will bode well with the PM/Consultant community as they provide a direct benefit to the advocate. This can be in the form of tips, an article about a great new technology they would find useful, or even interesting videos. Catching their attention is key.

· Challenge notifications and email digests can be used to remind the the advocates to visit your hub. Take the time to personalize the challenge notifications to make them relevant to the activity you’re notifying about and use an attention-grabbing headline for the message (‘How to double your productivity today’ or ‘Do you know the top skills that will make your boss notice you?’)

· Finding the right rewards – PMs/Consultants are as diverse a crowd as any when it comes to rewards. Gift cards, eBooks, conference tickets, and freebies of your product/ service will all be valuable. The best way to determine which rewards will motivate your advocates is by asking them. Setting up a survey challenge will generate ideas and identify your advocates’ pain points (use this intel and perk your advocates!)


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· Professional development & learning opportunities – Staying on top of their career and expanding industry knowledge is vital for a PM’s professional success. You can assist them in their careers and attract them to your AdvocateHub by providing trending industry stories and useful resources related to their role. Assist them in gaining recognition as a knowledge leader in their industry.

· Efficiency – Project Managers/Consultants are very busy throughout the day. Their

schedules are loaded with meetings and planning sessions. Finding personal time can be a bit challenging. You can turn this into an opportunity by sharing content that will help your advocates be more efficient (top productivity apps, networking tips, prioritization tactics, etc.)

· Have fun with it - These professionals have stressful days, pretty much everyday. It’s

important to keep that in mind when you create a theme in your hub. You can add entertainment value without it being fluffy; get advocates to share their funniest work mishap or weirdest assignment worked on.

· Choose a strong value prop – Your advocates can learn by reading books, but you can offer

real people to share best practices and strategies with. Don’t forget to stress this benefit.

Positioning

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Examples

Project Managers & Consultants are full of great ideas, and they know what they want. Help them make the most of your product and contribute as a member of the team.

Combining entertainment and education will make for popular challenges that increase your advocates’ trust in the program, as you are doing more than simply asking for favors.

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EXECUTIVES

Executives are a highly ambitious bunch by nature and often possess an impressive balance of both emotional and intellectual intelligence. Their personas can vary quite drastically from one situation to the next; impacted by factors like company history, company size, industry, tenure, etc. Despite the wide array of characteristics you can find across Executives, there are some themes that hold true across the board. All Executives, regardless of unique circumstance, are generally motivated by three distinct things: 1) Personal Growth: As a result of the same ambition that led them to their Executive roles, these individuals are always looking to push their careers forward. Due to their established success up the proverbial corporate ladder, this personal growth tends to be more horizontally oriented. They are often looking to broaden and deepen their skill sets and expertise. 2) Corporate Growth: One of the top indicators of Executive performance is the performance of the companies that they lead. Executives are in constant pursuit of new ways they drive success in their organizations. They tend to consult with other leaders and reputable resources to uncover new insights on how to generate more value for all stakeholders. 3) Employee Growth: One of the key qualities of Executives is their ability to look beyond their personal growth and focus on the nurturing and development of their teams. They are very aware that people are the key ingredient to success and they are motivated by having a positive impact on the development of others.

The Persona

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EXECUTIVES

•  Busy schedules - Due to the demanding nature of leadership positions, Executives are often (if not always) spread thin. Their time is very carefully budgeted and planned to ensure they are driving value for themselves, their teams, or the organization at all times.

–  While Executives may have busy schedules they are capable of managing multiple tasks simultaneously. As a result, to have then engage with your program, you must ensure it is helping them grow personally, drive value for their organization, or advance members of their teams.

–  It is also important to be build challenges that are quick and easy to complete. Allowing executives to budget their participation with as minimal commitment as possible can go a long way. Remember, the depth of their engagement is not defined by how much time they attribute to your program (Think about the short and abrupt email responses your typically receive from an Executives).

•  Typical rewards ain’t worth much - Executives are not as motivated by rewards that are

commonly seen in advocacy programs. Their desire for growth and success means that they are motivated by far more abstract and less tangible things than many other advocate personas.

–  Make sure your Rewards catalogue offers resources or opportunities for them to personally enhance their own professional toolkits, or alternatively, the toolkits of others

–  Keep low value tangible rewards to a minimum, focus on experience-driven things like a lunch with a known industry expert


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EXECUTIVES

•  Growth, development, and more growth - Every executive-focused component of your advocacy program must clearly show the opportunities for growth. This must include how they can grow themselves and how their participation will assist them in helping others grow.

•  Be clear and concise - Executives don’t care much for verbosity and flare in communication. Time is of the essence in their worlds, so clarity and brevity are the keys to speaking their language. Feel free to have some fun in your dialogue, but on the aggregate, keep it simple and succinct.

•  Facilitate thought leadership – C-levels look to establish themselves as experts in their field. Direct them to interesting industry-specific blog posts, reports, and other relevant content they can comment on. If possible, segment based on industry to ask very specific questions and create a valuable discussion.

•  Show you appreciate the expert advice – With their business experience, executives will have valuable feedback on your products and services. Make sure to channel this; give exclusive access to beta releases, let advocates vote up features, and communicate back when you incorporate the feedback you’ve received into your roadmap.

•  Transparency and branding - Don’t forget the potential of including your own executives in your advocacy program. This will 1) boost the credibility of the program, 2) encourage your customer executives to join, and 3) send your other advocates a message this is a company-wide initiative with high priority.

Positioning

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EXECUTIVES

Examples

Pro-tip: Embed challenges directly on blog posts/other web pages you control using AdvocateAnywhere, to make executive advocates’ participation as quick and seamless as possible.

Facilitate mentorship/coaching relationships through the hub.

Share interesting content that is relevant to the C-levels’ interests and the challenges they face.

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EXECUTIVES

Examples

Position your hub as a place of learning; Give executives early access to relevant & interesting content, and encourage them to showcase their expertise in the discussions happening on industry-specific blogs.

Give exclusive access to beta releases and capture improvement ideas – Executives are generally keen on influencing your roadmap .

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