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Is a Destination-based or Destination-less customer marketing advocacy program best? This chat discussed the benefits and approaches for each. In a nutshell… A Destination-based program involves having an online gathering space for your customers to consistently engage in your program and participate in advocacy opportunities presented there. Versus... A Destination-less program, where there is not a central online gathering space, but communications via emails and surveys collect customer preferences that become advocate profiles. Then advocacy opportunities are presented to customers when their profiles match the opportunity criteria. So which is best?  The answer likely depends, but that’s what is explored in this chat.
Nick Venturella
Nick Venturella · Nov 21st, 2024
Customer Advocacy Programs: Destination-based or Destination-less?
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A discussion with Bri Leever on the world of community consultants to decide if, when, and how to bring on support to unlock the untapped potential of your community: + The benefits of bringing on support + Who should bring on a consultant and when + The different ways you can leverage your support team + Where to find the right consultant, coach, or support team member(s)
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When and How to Bring on Support for Your Community
1:00:00
Empower your community to take charge of their own experience and share their insights using roundtable discussions. We chat with Tim about creating and facilitating engaging roundtable discussions to foster engagement and build community and he'll share his insight on: The tips and tricks for inviting the right people to the discussion  Identifying the right people to host the first couple of sessions What does follow-up look like?  How to leverage AI technology to enhance the human experience as opposed to replacing it?
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Teach them how to fish: Empowering community self-sufficiency using roundtable discussions
40:27
Bri Leever
Laura Zug
Leslie Greenwood
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Bri Leever, Laura Zug, Leslie Greenwood & 1 more speaker · Feb 23rd, 2023
4 community leaders battle it out on the debate of how to handle lurkers in your community. They've taken their stance and will represent three approaches in a panel discussion. Leave them be: Laura Zug Try to get them active: Leslie Greenwood & Tim McDonald Kick them out: Bri Leever Each talks about their approach and when their approach is the right one to take.
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A Debate About Lurkers: Leave 'em, activate 'em, or kick 'em out
55:33
Alfredo Morresi and Van Riper have over a decade of experience at Google in developer relationship and community management. They will talk about their experiences in the context of the Google Developer Groups, a meta community program born in 2009 that has grown to 1,000+ chapters across 140 countries. They discuss how to build a program at that scale with benefits for the company, benefits for the developer community, and benefits for the world.
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Scaling communities through chapters - a case study of Google Developer Groups with Alfredo Morresi and Van Riper
52:15
We invest hours, days, months, maybe even years of time building a community space. After all that investment, do we have the ability to shut it down if it's not working? No matter how much effort we've put into a community space, we have to be honest about whether or not it's serving and supporting the community and be willing to let go. But that's easier said than done. This is an honest conversation with veteran community builder and current Head of Community at Nextdoor, Caty Kobe to where she explores her experiences shutting down community spaces. Caty shares insights from her own community journeys of what has worked, and what hasn't, and some tips and tricks to know when and how to move on.
# Community Roundtable
44:00
One of the most common mistakes community builders make (especially when they come from a marketing background) is treating their community like they treat their audience. Having a marketing background gives you an amazing leg up in the community space, but you're prone to certain myths that need to be busted. Join Bri Leever as she explores the similarities and differences between working in marketing and building a community, and shares about her own mistakes along the way.
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33:27
Two of the most misunderstood functions at any company are Community and Partnerships. Community is regularly handed marketing KPIs, and partnerships are routinely measured against traditional sales metrics. Jared believes that these two functions, regardless of how you measure them, both exist to serve the same objective - How can I get closer to my customer? Jared will focus on how to think about the segmentation of these audiences, how they can work together within the ecosystem as interconnected entities, and how to build an organizational ethos that appreciates the value of a holistic, balanced ecosystem.
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42:38
Bill will present primary research on the role of purpose in community strategy, give a summary of recent research on how brands are investing in high-touch online community experiences for their executive customers, and offer guidance on how to think about creating more purposeful and intimate communities for your organization.  When most brands think "community", they think of online forums that are focused on support and knowledge management - this is an unfortunate limiting belief. The pandemic forced the mass adoption of digital collaboration tools and triggered a sober look at how we spend our time online. Many people are now searching for more meaningful, authentic, and intimate online experiences. These facts point to significant opportunities for online communities a central role in experiences that have traditionally been relegated to in-person, including Executive advisory boards, mastermind groups, industry innovation and much more.
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30:07
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