How to engage your customer community by Kamales Lardi
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How to engage your customer community by Kamales Lardi

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How to engage your customer community?
#Beesocial Event - Beekeeper
6.February 2014 - Kamales Lardi

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  • 1. How to engage your customer community Kamales Lardi, Lardi & Partner Consulting GmbH @kamlardi 6th February 2014 Confidential. Do not copy or re-distribute ©LPC
  • 2. Social media is just another way to reach, engage & interact with customers Media Advertising Direct Marketing Personal Selling Event Marketing Search Sales & Promotion Mobile Social media Web / Digital Confidential. Do not copy or re-distribute ©LPC
  • 3. But many companies still get it wrong… WHY? Confidential. Do not copy or re-distribute ©LPC
  • 4. Customer community engagement Maturity Assessment Tool: http://www.lardipartner.com/smma/ how READY is your company? Source: LPC, 2012 Confidential. Do not copy or re-distribute ©LPC
  • 5. Customer community engagement Social Media Strategy Book: http://build-your-social-business.eu/ have the right FOUNDATION in place Source: LPC, 2012 Confidential. Do not copy or re-distribute ©LPC
  • 6. Customer community engagement Critical elements • Determine goals for community engagement 1. Define objectives • Define performance metrics linked to business goals • Determine key messages • Identify or develop content • Develop content plan & calendar • Define user personas 3. Define content strategy 2. Identify target audience • Identify channels they use • Define points to engage and add value Confidential. Do not copy or re-distribute ©LPC
  • 7. Engaging your customer community Use compelling content • Targeted, useful content that drives engagement Hubspot – Content Marketing • Not just sales or business related – topics that users are ‘passionate’ about • Clear ‘call to action’ Examples: • Hubspot: Creates & shares content interesting for target audiences Users must provide contact details to download content (lead management) Volvo – Dynamic Steering Test Content is promoted across all online channels (website, blog, social media etc.) • Volvo: Used a video of JC Van Damme to demo precision & dynamic steering Interesting, entertaining, ‘wow’ factor but relevant to the product offering Confidential. Do not copy or re-distribute ©LPC
  • 8. Engaging your customer community Launch contests, competitions & games • Study shows ‘gamification’ increases commenting by 13%, social sharing by 22% and content discovery by 68%* Puma – Life Scoreboard • Tap into competitive nature of people Examples: • Puma: Create instant scoreboard, rate anything, interact with anyone Live scores on website, mobile Swiss Re – Ourspace • Swiss Re: Launched Ourspace internal collaboration platform Divisions & teams across organisation Ran internal ‘Oscars’ to showcase and reward best use cases of the platform *Source: http://venturebeat.com/2013/03/26/billions-of-online-user-actions-say-gamification-increases-site-engagement-29/ Confidential. Do not copy or re-distribute ©LPC
  • 9. Engaging your customer community Involve the community members • Involve community members to participate, gather ideas, test or rate products Walkers Crisps – Do Us a Flavour • Users feel sense of ownership & participation • See ideas materialise Examples: • Walkers Crisps: Competition for crisps flavour 6 flavours selected, winner based on public vote Gain new product ideas, involve community Migros – Migipedia • Migros Company or product improvement ideas collected through website < 30k registered users; <13k product and <15k Migros improvement ideas Confidential. Do not copy or re-distribute ©LPC
  • 10. Engaging your customer community Leveraging ambassadors / key influencers • Leverage group of ambassadors or key influencer (e.g., bloggers, brand advocates, expert users, product fans, journalists) Swisscom - Support Community • Partner to promote brand/product/services or share knowledge / know-how with other users Examples: • Swisscom: Customers help other customers by answering common questions & providing technical advice 98% of user requests resolved by users Lancome - YouTube Vloggers Swisscom customer care only monitors, steps in for issues community is unable to resolve • Lancome Partner with popular YouTube vloggers & make-up gurus Product reviews, how-to videos Leverage existing fan base to promote products Confidential. Do not copy or re-distribute ©LPC
  • 11. Engaging your customer community Engage emotionally with audiences • Tap into emotions of target audience with something personal / that matters to them Dove – Real Beauty Sketches • Use emotions as trigger for CTA • Appeal to cause users are passionate about Examples: • Dove: 3-minute YouTube film about how women view themselves Goal to build brand love & loyalty Chipotle – Scarecrow Game 163m views; 4.6b media impressions; reached 275k followers on Google+ • Chipotle: Mexican grill food restaurant Promote fresh food through video & mobile game Fight against processed food production Almost 12m views to date (since Sept 2013) Confidential. Do not copy or re-distribute ©LPC
  • 12. Final recap… A few things to keep in mind 1 Ensure company readiness 2 Have the right foundation in place 3 Define clear objectives for community 4 Identify target audience 5 Develop content strategy & plan Apply engagement tactics, but offer value! Confidential. Do not copy or re-distribute ©LPC
  • 13. Thank you @KamLardi lardistrategy.com slideshare.net/kamalesn ch.linkedin.com/in/kamaleslardi xing.com/profiles/Kamales_Lardi Confidential. Do not copy or re-distribute ©LPC
  • 14. Confidential. Do not copy or re-distribute ©LPC