TSC12 - Kenneth Refsgaard - TomTom

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TSC12 - Kenneth Refsgaard - TomTom

  1. 1. TomTom Discussions a story of real business results Kenneth RefsgaardTeam Lead Online Support and Community Manager
  2. 2. WORLD LEADERIN LOCATION AND NAVIGATION OVER 3,500 BASED PRODUCTS EMPLOYEES IN AND SERVICES WORLDWIDE AMSTERDAM2
  3. 3. Our history Acquisition LIVE Services of fleet available across management Acquisition of Europe company Tele Atlas Fully focused Fully focused on car navigation oncar navigation First line Founded Acquisition fitted of Set up Automotive LIVE Introduction HD Traffic Automotive product with Services First navigation of the PND technology Renault launched software launched in US1991 1996 2001 2004 2005 2006 2007 2008 2009 2010 20113
  4. 4. TomTom Discussions – a success story• Launched 1st March 2011• 300,000 visits per month• 34,000 registered users• 78,000 posts• 600 min response time• 15% contact deflection
  5. 5. Early community strategy• Third-party communities • Deflection • Advocacy • Product feedback
  6. 6. Gathering momentum, challenging concerns• Customers are already talking• We need to be part of the conversation• We need transparency to build trust
  7. 7. Building the case for community• Gather broad support within the business• Focus on a clear business objective• Define engagement strategy• Select the right solution
  8. 8. Staffing the community• It takes two: • Community Manager • Moderator• Roles on TomTom Discussions: • Community Manager • Moderator • Staff • TomTom Employee
  9. 9. Three launch success factors• Community structure and design • The „30-10-10 rule‟ • 5-10 posts per day, per board• Promotion • Start BIG, no „pilots‟• Manage participation levels • The „48 hour rule‟
  10. 10. Superusers are the key• The 1:9:90 rule• Ranks and rewards• Identify potential superusers• Build relationships• Plan a superuser program
  11. 11. Handling negativity and detractors• Clear guidelines for the Superuser response to detractor: community “I dont mean to minimize your issues at all…. I sympathize with you. Just wanted to note that your experience is not universal by any means. Ive lived with• Superfans are your [competitor] for 3 years, spent quite a strongest weapon bit of time on the various forums and researching devices… In the end, I decided to take a chance on the [TomTom] 2535 M Live in April. The • Brand advocates are best at device has been, in a word, defending your brand spectacular.” • Customers will trust other customers
  12. 12. Our results – some highlights• English language United United States Kingdom community serves global 24% 22% customer base France• Superusers spend 20 to 50 Other 14% 8% hours per week• 15% reduction in support Belgium Netherlands 8% contacts 2% Spain 3% Germany Canada Italy Australia 7% 4% 4% 4%• Powerful product feedback from community12 9 February 2012
  13. 13. Where do we go from here?• French and German language forums• Voice of the community deeper into the business• Bring advocacy into the wider social web
  14. 14. Thank youAny questions?

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