Building an Advocacy Ecosystem

Shanann KlaverManager, Customer Advocacy @ Optimizely

What is Optimizely?

Our Story

My Journey

CREATING ANADVOCACY ECOSYSTEM

How many hours do you spend giving the same trainings?

Customer Advocacy

Customer Advocacy Ecosystem

Optiforce

Customer Advisory Council

VIP at Opticon

Executive Sponsor Program

Power Users

Brand building

Customer appreciation

Attendees

Enterprise relationships

C-level Executives

Product Feedback

Program Manager

Optimizely’s exclusive advocacy hub where we can connect with and reward champion customer, partners

and employees

Optiforce

Scalable

Benefits

Central

Fun and engaging

Metrics• 50 advocates/quarter in 2015• Target audience: paying $1k/month and up

Customers• CSM recommendations (challenge in Optiforce)• Top community users• Customer Advisory Board members• User Group Leaders• Opticon speakers

Who’s Invited: Quality over Quantity

Challenge favorites: brand building + feedback

Utilizing Experiences

Getting Employees Involved

RewardsCustomers: Focus on professional perks

Employees: Focus on gifting and fun

Small membership with high engagementEmployee advocacy excitementCreative use cases for the hub

Results (and surprises!)

Customer Advisory CouncilEngaging with sophisticated users for product feedback and vision

Product focus

Benefits

Advanced users

Deep-dive sessions

• Meeting cadence =- Twice/year and ½ day sessions

• Meeting format- Intro and vision from CEO- Intimate roundtable discussions- New product demos- Customer presentation

• VIP dinner

Program Overview

VIP at OpticonCreating an amazing experience for our VIP Opticon

attendees

Optie Awards

VIP Track

NPS SwatApp

Engagement

Executive Sponsor ProgramProviding a formal executive-to-executive relationship

for our most strategic enterprise customers

Executive engagement

Benefits

Enterprise connections

Industry vision

Program Overview