Social Media Tools Week Communities As A Support Hub Ss

Channels of the FutureOnline Community Building As Support Hub And A Base For Co-creation Strategies
Communicate with me
http://www.xeesm.com/mikedubrall
Channels of the Future Group on LinkedIn

Gilwell Group provides consulting and enablement services to help organizations measure, manage, and improve partnership productivity through the use and understanding of next generation products and tools.
Michael DubrallGilwell Group, LLC
Social Media Education for Vendors and Channel Partners
Channels of the Future Consulting
(Community Development and Management)
Channel Social Media Academy
Vendor Sponsored Training sessions for IT channel partners - guided by the Social Media Academy.
Classes start in February, 2010
Mike Dubrall on LinkedIn
@MikeDubrall on Twitter

For Channels
Weekly training sessions for IT channel partners guided by the respected Social Media Academy. Classes start in February, 2010.
Vendors can sponsor their entire channel for $3,735. Otherwise tuition is $249 per reseller.
Tuition includes:
Education on Social Media tactics and strategies
Social Media tools and instruction on how to use them
Online community to discuss issues - Ongoing assistance and guidance
Hands-on examples and real homework
The training program will educate channel partners on how to leverage social media to grow their business
As a result of the “homework,” resellers will become better connected to vendors and customers via popular social media sites.

Social Media Tools Data Points
Facebook added 100 million users in less than 9 months
1.5 million pieces on content are posted on Facebook daily
25% of user searches end with user-generated content
1/6 college students are enrolled in an Online curriculum
80% of Tweets come from mobile devices
Boston College stopped issuing email addresses to incoming students
78% of Wikipedia entries are not in English
There are 200 million blogs. Half are updated daily
70% of 18-34 year olds have watched television on the web
We no longer search for the news – the news finds us!

Social Media Adoption Process
Transition Three
Give/Take Value to Co-Creation
Transition One
Email to Social Media
Transition Two
1-way to 2-way
Online Communities

Online Communities
Sales & Marketing
Increased sales by community members resulting from increased product sales for community members can often be measured if you have analytics tools integrated across both your e-commerce and community sites.
Increased sales through recommendations can be measured when consumers visit recommendations in the community before they make a purchase.
Improved brand affinity/customer satisfaction can be measured through embedding community participation questions in your existing surveys. Then apply this to areas where customer satisfaction and loyalty play a part, such as lower churn/customer retention.

Have evolved from simple bulletin boards to “environments” that include forums, blogs, chat, polls, calendars, video, meetings, and networking
Instantaneously send new posts to interested parties via email, text, or RSS
Provide EVERYONE with access to everything and everybody all the time
Almost everyone is connected to at least one online community

There Are Many Online Communities

Many Kinds of Online Communities

And many technology platforms

There are many technology platforms

Successful On-line Communities are a “No Brainer”
Reduce Support Costs
Direct/Indirect Support Call deflection
Faster issue resolution and fewer escalations (Increase in FCR)
Elimination of alternative support channels
Lower-cost support for multilingual customers, spike handling
Drive Marketing & Sales
Enhanced Word of Mouth Promotion
Reduced cost of acquiring prospect/customer information
Increased close rate and higher average order size
Accelerate Innovation
Decrease costs of gathering customer feedback
More efficient product and service launches
Better targeting of products and services
Faster Issue identification and resolution
Increase Customer Satisfaction
(Correct) answers are easy to find 24/7
Networking – Building Relationships with experts
Source: Lithium Technologies

Key Success Factors #1
Key Success Factor #1 - Define the purpose/goal
of the online community and how it differs from (or supports) other online activity: corporate website, online store, partner portals, support forums, blogs, promotional URLs, Facebook, SlideShare, LinkedIn, Twitter, etc.

Basic Online Community Planning Requirements
Target participants and their socio-economic profile
Reasons for people to participate (and disadvantages if they do not participate)
Community “Whole Product” Requirements
“Look and Feel” including important features
Community Support: Help desk, Instant Messaging, Feedback Buttons
Publications/Training: Instruction Guides and videos on how to use the community
Specific community metrics and activity evaluation criteria
Competitive Positioning
Resources (Budget, Personal, Technical)

Measuring Community Health
Growth
Content
Energy
Velocity
Traffic
Interactivity
Concepts described in “Community Health Index for Online Communities” posted by Lithium Technologies

Online Community Health
Growing = Members. After an initial surge of registrations, membership should continue to grow steadily. (Mature communities typically experience a slower rate of growth after a plateau, but they still add new members.)
Useful = Content. A steady infusion of useful content is essential to the health of a community. The traditional metric for measuring content is number of posts. This metric alone, however, gives little indication of the usefulness of the content, especially in communities that do not use content rating. Posts must be relevant.
Popular = Traffic. Like membership, traffic in a community (page views or “eyes on content”) is one of the most frequently cited metrics for community health. In deriving the Traffic score, start with the standard page view metric.

Online Community Health
Responsive = Velocity: The speed with which community members respond to each other’s posts is critical. Participants in communities are only willing to wait for answers for a limited amount of time. If there is too much of a lag between posts and responses, conversations decline and members start looking elsewhere for information.
Interactive = TopicCommunication: Interaction between participants is one of the key reasons that online communities exist. The traditional metric for measuring interaction is thread depth, where threads are topics of discussion and their depth is the average number of posts they contain.
High Energy = Buzz: Although most participants would be hard-pressed to define “buzz,” participants recognize and respond to energy or buzz when they encounter it. It can be increased with controversial posts, unique social media content, and online contests.

Continually Score Your Community
Online Communities

Online Community ROI (TEI)
Benefits
Revenue Impact
Easy to Do Business
Other Metrics
Total Economic Impact
Costs
People
Technology Platform
Process Modification
RISK
Flexibility
Faster Response
New Opportunities
Forrester Report: “The Total Economic Impact Methodology: A Foundation for Sound Technology Investments” 8/4/08

Best Practices for Communities
Planning and plan review
Resource Allocation (People)
Promotion/Marketing budget
Appropriate Technical budget
Flexible and Stable Technology Platform
Executive Management involvement
Process for Setting Objectives and Measuring Results
Obvious leadership (Community Director)
Constant and active listening
Clear rules of engagement
Active intervention to solve problems and remove troublemakers

There Are Many Online Communities

Tying Branded Communities Together
Getting content directly to
the existing installed base
Master Consol Distributing smart, non advertisial content such as blog posts, events, white papers, news, video clips to hundreds or thousands of partner community systems.
Like AdWords for“smart content”
With a distributionsystem that is
transparent and Channel aware
Partner communities
Allow selected vendors to syndicate content with
their customer community.
Reseller A Reseller B Reseller C Reseller D . . . . . . Reseller N
Customer Base
Customer Base
Customer Base
Customer Base
Customer Base

For Channels
Weekly training sessions for IT channel partners guided by the respected Social Media Academy. Classes start in February, 2010.
Vendors can sponsor their entire channel for $3,735. Otherwise tuition is $249 per reseller.
Tuition includes:
Education on Social Media tactics and strategies
Social Media tools and instruction on how to use them
Online community to discuss issues - Ongoing assistance and guidance
Hands-on examples and real homework
The training program will educate channel partners on how to leverage social media to grow their business
As a result of the “homework,” resellers will become better connected to vendors and customers via popular social media sites.

http://www.xeesm.com/mikedubrall
Thanks

http://socialmediainformationcenter.com	338
http://translate.googleusercontent.com	7
http://www.slideshare.net	2
http://www.socialmediainformationcenter.com	2
http://www.informationcenters.org	1
http://www.gilwellgroup.blogspot.com	1
http://gilwellgroup.com	1

Social Media Tools Week Communities As A Support Hub Ss

by Gilwell Group, LLC on Nov 18, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 352

Statistics

Social Media Tools Week Communities As A Support Hub Ss — Presentation Transcript