4.1.14
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Wouldn’t it be nice to have hundreds or thousands of your customers eager to give you feedback, refer potential customers, answer each other’s questions about your products and services, and learn more about your business? Many companies are experiencing these real benefits of online communities. The rise of the Internet is responsible for enabling these communities as well as creating the tech-savvy customer who expects comprehensive service. All of these benefits are regularly touted as the reasons why online communities are a top priority at customer-centric enterprises. Yet, there’s one sizable and seldom talked about benefit that can be spread on top of them. Online communities also offer an endless source of compelling and engaging content for marketers. By nurturing online customer communities, companies can reap marketing rewards of customer storytelling. If you’re hungry to transform your company’s customer service and marketing, join our panelists and us on this webinar to learn: -How marketers can benefit most from online communities. -Gathering customer insight through online customer communities. -Creating a link between the customer's voice and practical marketing programs. -Identifying, recognizing, and incentivizing your brand champions, while connecting them to prospects.
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4.1.14
- 1. Online Community: The New Secret Sauce for Customer Centric Enterprises #SMTLive
- 3. #SMTLive Our Speakers Tamera Rousseau-Vesta, Digital and Community Marketing Manager-Extreme Networks, is responsible for coordinating efforts to increase web traffic and brand awareness by managing the Extreme Networks award-winning community, The HUB. With over 20 years’ experience in sales and marketing, she brings a unique perspective to the community management role. @Tamerarv Nathan Roth, leads Digital & Social Marketing at Koodo, Canada's fastest growing telecom. Fueled by an insatiable appetite for marketing and technology, he has created award-winning campaigns and outstanding business results. Nathan has helped define how brands connect in the digital age by empowering conversation between employees and consumers. @NathanCRoth Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting company that helps organizations succeed in social business and B2B online community. DiMauro is a popular speaker, researcher and author. With 15+ years experience in leadership positions, she has founded and run numerous online communities, and has developed award-winning social strategies for the largest and most influential companies in the world. Her work is covered by leading publications such as the New York Times, the Wall Street Journal and CIO Magazine. She is former Executive-In-Residence at Babson College, and holds a B.A. and M.A. from Boston College. @vdimauro Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
- 4. "Online Community: The New Secret Sauce for Customer Centric Enterprises“ A Discussion with Vanessa DiMauro, CEO Leader Networks @vdimauro
- 5. What Are Online Customer Communities? What we mean by online customer community - An interactive, often gated website that a company sets up for customers to collaborate on topics of mutual interest. What we’re not talking about - E-commerce sites where goods and services are bought and sold - Online customer panels that focus on customer research - Online publications that let readers comment on articles - Blogs, Twitter and general use of social media broadcast tools
- 6. There Is A Growing Trend Towards Using Online Communities To Support Customer Relationships 69% of businesses 67% of consumers have used a company's social media site for servicing [J.D. Power, Social Media Benchmarking study, 2013] 36% said they use a private external online community [Oracle, Leader Networks & Social Media Today, The Socially Enabled Enterprise study, 2013] 22% of organizations own & run an online community to engage with current and prospective customers. [Leader Networks, Social Business Benchmarking study, 2013]
- 7. From Research and Experience, We See Six Reasons Why Firms Launch Online Customer Communities 7 Product Groups Product DevelopmentSales Customer Service Marketing To help customers get more value from their products and services To improve the way they enhance products and services To develop better new products and services Customer-Facing Business Functions To market and sell more effectively To reduce the cost of post-sale service Online Customer Community To get control of the social media conversations about their firm
- 8. Online Customer Communities: 3 Models Information Dissemination • Goal: Keeping customers informed on your products/services and how to use them • Methods: Company-written blogs with comments; using Twitter and other social media tools to broadcast information • Typical community hosts: Regulated industries, topics where engagement is unlikely to be high Shop Talk • Goal: Helping customers troubleshoot transactional problems with your products/services • Methods: Organized discussion forums that allow viewers to share knowledge • Typical community hosts: IT companies whose customers help other customers solve technical problems Professional Collaboration • Goal: Helping customers solve longer- term issues that involve your products/services • Methods: Participation in studies; providing white papers and other articles; holding webinars; etc. • Typical community hosts: Firms whose customers are professionals who need to share information to stay current in their fields
- 9. Which Companies Need Online Customer Communities the Most? Common Characteristics of the Early Community Builders 9 • Willing to share information with other customers • Have purchased a platform product and need to communicate with each other about how to capitalize on it • Willing to participate in off-line user groups or in person customer summits Customers • Critical, ongoing and ever-changing • Knowledge for solving problems becomes obsolete quickly • Customers gain major value by learning from the experiences of other customers • Urgent need to share experiences Customer problems (which their products or services addresses) • Company’s offerings solve important problems for its customers • Company must supply continual product enhancements to meet customer needs • Company revenues depend on product / service upgrade decisions by customers Products/services
- 10. Stages Of Online Customer Community Creation
- 11. EXTREME NETWORKS COMMUNITY AN OPEN WINDOW TO DRIVE ENGAGEMENT Tamera Rousseau-Vesta Digital and Community Marketing Manager
- 12. AGENDA ©2014 Extreme Networks, Inc. All rights reserved. • WHY A COMMUNITY? • FOUR STAGES OF COMMUNITY STRATEGY • RECOMMENDED BEST PRACTICES • QUESTIONS AND ANSWERS
- 13. Who is Extreme Networks? • 4th largest vendor in the networking industry • 12,000 customers in over 85 countries • 30 year old company with locations worldwide • Publically traded company headquartered in San Jose, CA ©2014 Extreme Networks, Inc. All rights reserved.
- 14. What is a Community? • An open window into Extreme Networks company and culture • The voice of the customer is #1 – Opportunity to engage through rich and relevant conversions – Our customers connect dots between marketing, support and development • Customer engagement traditionally is an inside>out world – Communities allow for in outside>in engagement – Allows for true open, transparent, and approachable culture – Customer interacts with brand when and how they choose ©2014 Extreme Networks, Inc. All rights reserved.
- 15. Our Community Objectives 15 Marketing Product Development Support
- 16. The HUB – Extreme Networks ©2014 Extreme Networks, Inc. All rights rserved.16
- 17. Stages of Community Strategy Stage ONE Begins with the question "How can we make a better customer experience?” • Assessing Organizational Readiness • Problem Solving and Relationship Building • Identify Stakeholders ©2014 Extreme Networks, Inc. All rights reserved.17
- 18. Stages of Community Strategy Stage TWO Bringing the community to life. • Champions and Advocates • Metrics and Reporting • Content Calendar Alignment ©2014 Extreme Networks, Inc. All rights reserved.
- 19. Stages of Community Strategy Stage THREE It’s time to grow and evolve. • Fostering Community Ownership • Identifying Other Streams • Enhanced Analytics ©2014 Extreme Networks, Inc. All rights reserved.
- 20. Stages of Community Strategy Stage FOUR The gold standard for community maturity • Content Positioning • Self-sustaining Engagement • Fine-tuning of Goals and Mission ©2014 Extreme Networks, Inc. All rights reserved.
- 21. Community Best Practices • Guidelines and Code of Conduct Development – Create a culture of responsible transparency – Brand representation – Common sense reigns supreme • No sell zone • Create a circle of influence – SME development • Content creation with audience participation • Have a great time! ©2014 Extreme Networks, Inc. All rights reserved.
- 22. • Ask yourself “WHY” you don’t have a customer community. • Assess your organization for community readiness • Work with business stakeholders to align goals with the community mission • Create an experience where the voice of the customer is #1 Should you build a customer community? ©2014 Extreme Networks, Inc. All rights reserved
- 23. Awareness Consideration Intent Support Loyalty Advocacy High Reach/Frequency High Engagement Low Engagement Low Reach/Frequency Funnel 23 Purchase Communities provide the most value post-purchase
- 24. Support 24 • Most active and visited community within industry • 99.9% of answers from customers • <6 minutes response time • 44% YOY increase in call deflections
- 25. Advocacy 25 Game Mechanics Super Fans
- 26. Loyalty 26 Crowdsourcing • Customers have shared 1371 ideas • We review 100% and are considering 176 • We have 26 planned and 14 launched Listening Tools • Impromptu focus groups • Reports custom to individual roles Results • Customer-first culture • Best customer experience • Canada’s favourite mobile brand — Winner of JD Powers 3 years running
- 27. #SMTLive Our Speakers Tamera Rousseau-Vesta, Digital and Community Marketing Manager-Extreme Networks, is responsible for coordinating efforts to increase web traffic and brand awareness by managing the Extreme Networks award-winning community, The HUB. With over 20 years’ experience in sales and marketing, she brings a unique perspective to the community management role. @Tamerarv Nathan Roth, leads Digital & Social Marketing at Koodo, Canada's fastest growing telecom. Fueled by an insatiable appetite for marketing and technology, he has created award-winning campaigns and outstanding business results. Nathan has helped define how brands connect in the digital age by empowering conversation between employees and consumers. @NathanCRoth Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting company that helps organizations succeed in social business and B2B online community. DiMauro is a popular speaker, researcher and author. With 15+ years experience in leadership positions, she has founded and run numerous online communities, and has developed award-winning social strategies for the largest and most influential companies in the world. Her work is covered by leading publications such as the New York Times, the Wall Street Journal and CIO Magazine. She is former Executive-In-Residence at Babson College, and holds a B.A. and M.A. from Boston College. @vdimauro Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
- 28. #SMTLive Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up! #SMTlive Audience: Tell us why you want to go to The Social Shake-Up 2014 to be entered for a chance to win. Tweet: “I want to go to #socialshakeup because…”
- 29. Upcoming Webinars April 8th Story-Telling: To Crowdsource or Not to Crowdsource #SMTLive
Notes de l'éditeur
- http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccan WE are unique in our reach
- Social media is changing the way we work, offering a new model to engage with customers, colleagues, and the world at large. We believe this kind of interaction can help you to build stronger, more successful business relationships. This cultural shift creates an avenue for you to take part in global conversations related to the work we are doing and the things we care about. A strong brand community will help your customers and partners obtain rich and relevant Information about your company on their terms, connecting the functions of your company as well as their peers in a way they can control. Extreme Networks has fully embraced the way social media and communities are changing the way we communicate with customers, partners and even each of us within the company by establishing our brand community as the hub of our interactions with customers in social media.So, what exactly is a community? It is an open window into your culture, your company, and your resources for your customers. This is a place where your customer can go where they can interact with your brand on their terms, where their voice is #1. Traditionally, we have always reached out to our customers and given them information we THINK is what they need. This forum is for them to come to us, when they want, and how they want. Communities allow for an inside>out engagement where the customer interacts with our brand the way they want to.
- MarketingStreamline case study and testimonial processIncrease customer advocacyIdentify product roadmap items for Product MarketingFacilitate connections with our customers, development and each otherIncrease “self-service” and develop a healthy, active forumShorten sales cycle for new as well as existing opportunitiesSupportTo foster customer “Champions”Enabling an easy way to share technical or Enterasys specific information with our customers and partnersCreating a more complete user experience with better online ‘self help’ service for customers / partners – becoming more self sufficient.Deeper insight into our customer/partner base and their issues/concernsStronger bonds through company transparencyProduct DevelopmentCompetitive informationA better understanding of buyer persona (how they used our product, etc.)Collaborating on value/benefit discussions of our productsIdentifying collateral and tools that customers/prospects needThought leadership and awarenessSME influence
- It was with great enthusiasm that we launched our new online community called “The HUB” early last fall. The HUB if a fast growing portal providing direct access to our support, product development, and marketing teams and allows our customers to have a voice in our future. It also allows our customers to interact with their peers to discuss issues, concerns, or just get to know each other. Together they become part of a bigger story and no longer feel like an island. The HUB is to…Share ideasAsk questionsPraise our products and servicesSuggest innovationNetwork and connectBecome a part of something bigger!
- This was a pivotal time for us as an organization. As a 30 year old company, we asked ourselves how we could make our customers’ experience the best it could be. Our support organization has won many awards for their commitment to our customers, but we felt this was a one-way engagement. They came to use with a problem, we solved the problem and the engagement ended there. How could be take this model of one to one support and bring this to the logical path of one to many; effectively solving problems for all customers. Allowing the engagement to live and mature, truly developing a relationship with our customers instead of just being a place they come when something is wrong. With this question, our brand community journey began. As we started to plan the community alignment with our support organization, we realized that many of our business units could benefit from this form of engagement and relationship building. So we approached the other customer-facing streams to align this strategy to their goals as well. The desire to become a part of this program was fueled because we approached stakeholders early in the planning stage which is VITAL to the adoption of this program. In order to bring the community culture to our entire company, we really needed to assess our overall readiness as an organization. We identified 4 keys points to assuring our community readiness: Business Strategy AlignmentCommunity Business ModelCommunity ArchitectureCritical Success Factors
- This is where is it critical to establish your champions, both customer and internal advocates. This stage is where you can really establish your community as an active part of your business goals. At this stage it is also important to establish community KPI’s for reporting to stakeholders on a regular basis. When these metrics align with the purpose of their business streams, adoption will be much easier. This is also where if you have not developed a global content calendar, you will see difficulty. Providing a regular cadence of events, programs and company updates gives the community the sense they are truly engaged with your company and your goals.
- This is the stage we are currently. We are beginning to see wide-scale engagement and starting to feel the momentum of our community adoption. This is a great time to review the original goals of our stakeholder and see if we are still finding those relevant now that we have experience what our community wants. Again, we embarked on this to give our customers a better experience. Have we done that or are we once again telling them what WE think they want to hear.
- 1.
- Expecting scale from social media will lead to being disappointed by a small number of participants. Effective social media:· Focuses on the end of the marketing funnel — not the front. While marketers spend most of their time worrying about driving awareness, they really need to spend more time thinking about preference and loyalty — especially when soft economic times mean fewer people entering the purchase funnel at all. Social media gives brands the opportunity to reach involved customers and connect them to the brand in a unique emotive way.
- “Build relationships by providing the tools for meaningful experiences and interactions”Build relationships through honest and open communications and create value that results in meaningful experiences and interactions.Why Sales?Greatest direct impact to the businessAdopted measurement by leadership (scorecard metrics)Direct impact from Social Media is measurableLogical placement – At the end of the sales funnel– Dependent on Brand Advocacy
- Advocacy93.1% fan LTR (4.6% higher than base)More engagement than new entrants and value brands combined Larger CDN fan base than all carriers except for RogersOver 70% of Koodo Customers on Facebook are fans of KoodoBuild relationships through honest and open communications and create value that results in meaningful experiences and interactions.Why Sales?Greatest direct impact to the businessAdopted measurement by leadership (scorecard metrics)Direct impact from Social Media is measurableLogical placement – At the end of the sales funnel– Dependent on Brand Advocacy
- “Build relationships by providing the tools for meaningful experiences and interactions”Build relationships through honest and open communications and create value that results in meaningful experiences and interactions.Why Sales?Greatest direct impact to the businessAdopted measurement by leadership (scorecard metrics)Direct impact from Social Media is measurableLogical placement – At the end of the sales funnel– Dependent on Brand Advocacy