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The C2C Podcast on Smash Notes

The C2C Podcast podcast.

December 28, 2019

Marketing is changing.

With internet advertising now 20 years old and traditional media dying a slow death, where do marketers turn? Meet Customer-to-Customer (C2C) Marketing. C2C transforms your most loyal customers into your greatest advocates. C2C powers your brand through in-person connection and genuine community. This podcast will teach you to build your own events community, using C2C, before your competitor does.



Episodes with Smash Notes

Today, we’re joined by Heather Newman, Principal PM Manager, Dynamics 365 and Power Platform Community, DTP Engineering at Microsoft. She is a former Microsoft MVP for office apps and services and has worked in and around Microsoft since 2001 on the SharePoint team. She has produced thousands of events, campaigns, and experiences in the high tech and entertainment industries via her marketing consulting company “Creative Maven”. Heather is also the host of “The Mavens Do it Better” podcast, an interview-style show where she shares the stories of extraordinary experts in their fields.

A career in community management can be quite adventurous if you can relate to problems of a specific group, are willing to help them out, and have a “can-do” attitude. Screen fatigue is a real consequence of moving all (or most) events online and people are getting even more burned out by investing their energy into many projects at once. People are getting rid of toxic connections in their community while simultaneously doubling down on connections with people they truly enjoy being with.

Building a sustainable community for your business is as simple as asking your community members their opinions, listening to their answers, and making decisions with them (NOT for them!).

Today, we’re joined by Matthieu Laurenceau, Senior Manager, Online Communities at BMC Software, who help their customers run and reinvent their businesses with open, scalable, and modular solutions to complex IT problems.

Customer success is a product of engagement from customers, partners, and your employees. To find out what new programs you can start for your community members, source product ideas from the community and give them complete visibility of the product development journey. If you delay the development of certain ideas of the community, make them feel comfortable with your decision; they value transparency over prompt delivery of their ideas.

Make the community the easiest way to do business with your company and watch leads and revenue flow in through referrals from active community members.

Today, Ann-Marie Pawlicki Dinkel, Senior Event Manager at Bevy and CMX, joins us in the final part of a four-part interview series to give us a recap of what happened - and the lessons learned - at the 2021 CMX Summit: Rise. The participation and live engagement at the event made it a roaring success. In-person events in Spain and Nigeria were key highlights of the summit. Participants shared about the event on social media to get their hands on CMX Summit merchandise, which was awarded during a live winner declaration. Branded merchandise giveaway is a great way to get social media attention for your event because people love receiving branded gifts.

Seth Godin’s insightful talk with David Spinks was the most popular talk at the summit, and the backyard chicken event was many people’s favorite activity. Everyone loved the chicken emoji so much that it even became an event mascot.

To conduct an event at this great of a scale, event professionals must combine great research and meticulous planning with flexibility and self-belief.

Today we’re joined by Nicole Burch, Director of Community Engagement at Athennian, a software that helps to empower modern legal and tax teams so that they do not feel like underdogs in their office.

Listening to the voice of your customer is the key to building software that those customers love and want to support. At Athennian, their support team is composed of paralegals to assist their paralegal and tax team customers. Community managers need to represent all aspects of the community. Therefore, they must be exposed to different areas of the business and be willing to collaborate with different teams in the organization. Start small and bring online communities to spaces where your audience seeks the most participation. Personalize (with or without automation) at the individual user level to make customers feel special, and make sure to express your gratitude for them joining the community. Invest in education programs by working with educational institutions to build a whole new generation of fans for your software. Issuing certificates that interns and learners can show off on social media is a great way to build brand exposure.

Today, we’re joined by Mike Rizzo, Founder of the MO Pros, a growing community of wicked smart Marketing Operations Professionals who love to learn and collaborate.

When people find a community that they truly identify with, it gives them a feeling of relief that they are not alone. They don’t have to struggle to fit into a different community where nobody understands them.

Professionals within a community can come from all walks of life to learn from each other. A community is a people-made product because it’s not directed by one project manager at the top or by a single goal.

Your company’s community-led growth model must add nuance to the “community” buzzword by asking members of that community what is valuable to them, what problems need solving, and what problems you can/cannot solve. It’s a symbiotic relationship with your community members. Measure community not by revenue but by the value you create. You can think of a community having its own NPS (Net Promoter Score). Track metrics with specific goals and use your tracking sheets to advise your growth trajectories.

Today we’re joined by Jillian Bejtlich, Director of Community at Zapier, a platform that automates integration between multiple SaaS or non-SaaS platforms. Zapier eliminates the need for users to spend time dealing with code, and platforms having to manage partnerships/integrations with multiple platforms at once. Jillian’s team helps enable access to information for its partners, browsers, and users. They also recently took over Zapier documentation. Community managers can come from various careers, but they must be willing to work in the “happy middle” to enable synergy between the company and its customers. Being a data nerd helps in being an effective community manager who can help focus on narratives and find trends, serve content proactively, and map available data from the community with organizational goals. Customizing narratives according to users is also a crucial part of managing a community.

Today, we’re joined by Corey Andress, Head of Global Community at 2K (a subsidiary of Take-Two Interactive), a video game publisher that manages some of the most creative, respected, and premium brands in games today. Modern gaming community management is about going to where the gamers are by using video hubs, video game influencers, and gaming community platforms such as Discord or Twitch. When looking to scale large global communities, use localization so that you have the leverage to create trust in non-English-speaking communities. Use these communities to listen to ALL types of players and not just the “loudest voices”. Export insights from these communities to inform the decision-making of your business and product teams. Make this feedback scalable with the help of social listening tools for both the number and different types of users.

Today, we’re joined by Lauren Clevenger, Senior Manager, Community, and Developer Relations at BigCommerce, who’s on a mission to help merchants and retailers sell more at every stage of their growth. When you have a diverse community, think of them and manage them as sub-communities with dedicated members from your team. Knowing where your community fits into your customer’s journey is crucial to designing programs and discovering the content needs of specific sub-communities. Discover what your community means to your business and where it fits in the organization. Do this by finding allies from different teams that are impacted by your community. Be proactive about generating community management ideas and have your own “north star” for how you drive business goals and communicate them. This way, you can have your own identity as the community management team, outside of serving internal teams.

Today, we’re once again joined by Ann-Marie Pawlicki Dinkel, Event Manager at Bevy and CMX. This is the third of four interviews with Ann-Marie about Hybrid Events. In today’s pandemic situation, where conditions and safety guidelines often fluctuate weekly, you should build hybrid event plans for all possibilities and at different levels so that the most practical plan can get approved. These tricky conditions also present an important opportunity to learn to be patient and learn your limitations as an events organizer. Have a process and believe in it because conditions will keep changing, and we’re far from out of the woods with this pandemic.

This year’s CMX Summit: Rise is projected to be the biggest CMX Summit event yet. There will be a whole gamut of speakers, with a 42% diversity goal, across eleven tracks. The hybrid event will feature A global leaderboard and giveaway for the book “Business of Belonging” by CMX Founder David Spinks A post-event happy hour in San Francisco with food, beverages, and fun activities so that attendees can interact with each other and share real-life experiences once again Watch parties worldwide with a strong focus on conducting them safely

Today, we’re joined by Ben Winn, Community and Events Manager at Catalyst, a fast-growing customer success platform. At Catalyst, Ben has laid the foundation of community with a recent push for internal audiences. Brand launch communications with unique ideas that customers can associate with your company to excite those passionate about the product. This makes the idea more shareable. At Catalyst, this means communicating in a more funny and quirky manner, which customers find engaging. You can use marketing leads or other metrics to measure the success of a community, but having the trust of your key stakeholders helps you make long-term decisions that may not have an immediate payoff. Community helps create value for other people, builds social capital, and builds brands. This brand leads to demand, and the community becomes a powerful “demand generation” tool. Start a Customer Advisory Board (CAB) as early as you can with the goal of learning and offer incentives for CAB members to provide their input.

Today, we’re joined by Sam Jacobs, Founder, and CEO at Pavillion. How to approach sales and marketing (or any other job) effectively at the C-level is changing rapidly and becoming more complex every year. Pavilion is a community-based initiative that supports executives in this journey through self-actualization tools/resources and community-powered products/services. Using the same question periodically to record NPS is a great way to track how customer satisfaction or dissatisfaction progresses. Consequently, it can optimize business and revenue by persuading customers to use products/services with high NPS. Train participants around a core set of values to create an inviting atmosphere where lurkers feel free to ask questions and gradually become active participants. However, you must be ready for a churn of participants that don’t fit your values or aren’t coachable into that system.

Today, we’re once again joined by Ann-Marie Pawlicki Dinkel, Event Manager @ Bevy & CMX. This is the second of four interviews with Ann-Marie about Hybrid Events. Attendees of the CMX Summit are playfully called “Summiteers”, which are mountaineers climbing to the summit of a mountain. This event will be a hybrid of both virtual and in-person events. It will include a virtual conference component, global in-person watch parties, virtual networking, and an in-person component in San Francisco or a local area. Post-pandemic pricing quotes given by vendors will be higher than usual as many vendors have huge volumes of orders while trying to recover from pandemic losses. So, while virtual events are cost-effective by nature, hybrid events won’t be easy on the pocket as two events are essentially being planned. This can be quite overwhelming if a single person is managing both. Virtual components of events are here to stay as people now see the use of them. Event managers will use the educational content as promotional clips in their event marketing plans.