Kevyn Klein

VIPKID Head of Community & Growth, US

Start with an Empowered Community

The Advocate Dream Meet Sheryl Place…

“I always push my students to take risks and be the best students they can be. So when I saw the call for presenters…I thought, ‘Why not?’ Then to be chosen as a finalist, and finally a presenter, was truly joyful.”

• Florida ESL Teacher

• Support Ambassador

• Speaker

• Social Media Influencer

• Job Offer

Sheryl’s Story

The Teacher Leader Network

Teacher Leader Network

800 Support Ambassadors

200 Certified Trainers

200 Content Creators

87 Million Users

SAAS & Social Network

The Hutong

VIPKID Community

30,000 Teachers

550 Teacher Evaluators

130 Coaches

200 Local Leaders

1:1 Teaching Platform

Keys to an Empowered Community

Start EarlySolve Mission

Critical Problems Get out of the Way

Start Advocacy Early The Community Starts at Onboarding

Community Starts at Onboarding

• Build Habits - Your community hub is where the key info lives.

• Early Interaction – Don’t just push content; interact early.

• Community Generated Content – Use insights to produce better material for the community.

Time-Based Onboarding Challenges

What Does This Look Like?

The Results

- 40% share an article/video

about us in their first month

- Decreased ticket volume

- Time to 1st referral has

decreased

Mission Critical Let the Community Solve Hard Problems

Let the Community Solve Hard Problems

• Be Transparent – What is the problem you are trying to solve?

• Resources & Attention – Give them a budget or resources to make it happen.

• Share Success of Peers – Share their work with the rest of the community.

Problem: Difficult interview. Low conversion.

Community Solution - In-person event - Coach teachers trying to get

the job

Result - 900% increase in conversion- Using their knowledge to

impact product experience

VIPKID Coaching Days

Edmodo Ambassadors Problem: Support tickets increased during Back to School.

Community Solution - Let them answer them! Yes,

actual tickets!

Results - Decreased cost - Maintained CSAT during peak

time

Get out of the Way Unleash the Creativity of the Community

Empower & Get out of the Way

My First Meetup…

Trust – Your community is really smart and has other skills.

Monitor – Keep an eye on community health and engagement.

Amplify – Share their best practices with others.

35 Meetups/Month

The Results

• 35 meetups/ month

• 40 states. 10 different countries

• Local press coverage

• Local partnerships

• Attendees have significantly higher NPS score

How Does This Affect the Bottom Line?

• Early: Teachers have already done at least 1 act of advocacy in their first month.

• Problems: We increased our conversion rate and fixed a hiring need.

• Get out of the Way: Scaled events across the United States and made them more suitable for our community.

3 Key Takeaways

Reflect:

• Where does community advocacy start?

• Can your advocates solve a mission critical problem?

• Where are you inserting too much control?

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