Building Advocacy Pathways in Your Community
A lot of companies are rethinking how they connect with customers, and community and advocacy are at the center of that shift.
Whether it’s new AI tools changing the support model, or community moving under marketing, one thing is clear: your most passionate customers are already in your community. The question is how to turn that energy into advocacy without making your community feel transactional or overrun by marketing goals.
In this discussion, Nicole Saunders, Sr. Director of Customer Experience Strategy at Higher Logic, and Jeff Ernst, founder and CEO of SlapFive, explore what it looks like to combine community and advocacy efforts. They talk about why this shift is happening, what gets in the way, and how teams are starting to build more connected programs.
Topics include:
- Why community and advocacy are converging and what that means for your team structure and strategy
- How to get started without over-commercializing your community
- Examples of how AI and automation can help identify advocates
- Ways to position advocacy as a benefit to your members
- How to build sustainable programs that support engagement and growth
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