In business, the perfect balance of efficiency, hard data, and quantifiable ROI is what drives success. Obtaining each element of this trifecta, however, has been difficult for PR experts. Our projects are often full of red tape and middlemen, our data is usually more qualitative than quantitative, and you may recall a blank stare or two if you’ve ever mentioned ROI and PR in the same sentence around the office.
So what if a technology existed that could condense many of your major PR necessities from days to minutes? What if you could eliminate the middleman and actually track the impact of your projects on your organization’s bottom line?
The answer? Influitive.
Overcoming the challenge of PR efficiency
Influitive has been a game-changer for me at Aerohive. It has greatly improved the effectiveness and efficiency of my customer reference program by bringing our most excited customers together in one fun, collaborative place. Because all of these customers are in one place, it’s easy to reach out, engage, and build advocacy campaigns with timely, quality content.
Before Influitive, I had to do a lot of hunting and wrangling for the resources I needed. Tracking down the appropriate approved content from our customers for each request that came up was extremely time consuming. For example, if I needed a quote for a press release or a customer testimonial for a case study, I would have to track down the right sales person first with the right contacts, who would often be busy with their own workload. This could sometimes take days to hear back from maybe one or two reps, or I might not even get a response.
Because it was so time-consuming to reach out to new customers, I would often work with the same customers over and over again. While those customers were my heroes, we knew we needed to expand our base. But to do that, we needed to improve our PR efficiency.
At Aerohive, we’re all about creating efficient networks that are easy to set up, deploy, and manage. We help our customers transform the connected experience through information, applications, and insights in order to fuel business intelligence that can drive actionable outcomes. We call our access points “hives” because they are like bees that all work together for one common goal. The great thing about Influitive is that it has allowed us to create a “hive” for our customers! Keeping with this idea, we named our Influitive AdvocateHub “The Swarm”—a centralized network of our most excited customers.
Influitive is a place where we can invite all of our customers to come together, learn more about their Aerohive network, and join the Hive family. They can feed off each other’s enthusiasm to get excited about Aerohive, and we can reach out to them with technical tips, new product launches, upcoming events, and more. Influitive allows us to grow and strengthen our community of happy customers, making them feel closer to us and wanting more. And the best part? That community is there for me any time I need it.
Advocacy on demand
Thanks to Influitive, advocacy and customer marketing are on demand. Day or night, I can go into the platform and get exactly what I need. If I want to do a press release, I can post a “challenge” (aka an ask) in Influitive and easily find a participant to rave about a particular product. Before, it would take days to find the right client. With Influitive, I can get a response in a matter of hours if not minutes!
Beyond boosting PR efficiency, Influitive has helped us reach a broader audience base and deepen our customer engagement. We can tap into our clients’ social media activity and find fun ways to get them talking about us. Plus, we can better gauge the information that prospective clients are looking for and actually get our “hive” to provide the answers.
For instance, we once noticed an editor reach out on Twitter, asking for recommendations on a wireless LAN access point. He wanted to know people’s thoughts on the best access point ever made. So we moved quickly to create a challenge in Influitive, asking our clients to respond by tweeting their favorite Aerohive wireless access point. Within minutes, our customers were mobilized, seemingly coming out of the woodwork and raving about their favorite Aerohive access point.