Here are some things I’d recommend:
- 1.
Talk to a handful of customers and understand if they’ve participated in these types of programs before. If so, what motivated them to participate. If not, what types of things would get them excited about joining. I used to ask these types of questions in advocacy program onboarding too in addition to asking about hobbies (this helped me see if there were any trends across my customers for swag ideas e.g. a lot of my customers at my previous company loved hiking)
2. Build some programming that keeps advocates engaged based on the customer interviews. At my last company we used to do monthly calls only open to advocacy members and they would be a combo of thought leadership and product focused. Some of the advocates really enjoyed these calls and it was a great way to deliver value to our customers (sometimes advocacy programs can feel very transactional).
3. Typically you’ll find that there will be a small percentage of your advocacy programs that will be the customers you’ll want to use for every activity (they are happy, use a lot of products, etc) for those you may want to consider a higher tier or just establishing if you do x amount of activities you get a free pass or our user conference etc. and then to your point above there will be ones who are disengaged either because there is nothing for them to participate in or they are too busy, changed roles etc. I would land on a cadence that feels good to you to check- in with members seeing if they still want to be in the program even though there hasn’t been any activities for them to complete. I also think this is why it’s important to engage them outside of just asking for activities!
Probably could write a novel on this topic, especially because I’m living it right now but hopefully this helps and feel free to reach out with anymore questions/topics!
