Leveraging Social Interaction in Online Communities to Drive Business Value Jeff Zabin VP / Research Fellow Aberdeen Group Dan Latendre CEO IGLOO Software September 15, 2009 Connie Allen Community Facilitator Motorola
When it comes to brand recommendations, who do you trust? Recommendations from a friend are far more credible and effective than any traditional marketing message. People love to refer things, whether it’s a book you read, a movie you saw or a product you loved. That’s what we do as social creatures. Diana LeClair, Marketing Manager Marty Collins, Senior Product Marketing Manager
A lot of social media tools do a great job of telling you what’s being said and who’s saying it. What we really want to know is who’s listening to the conversation and how does it permeate outwards. Adam Brown Director, Digital Communications Cathy Halligan, Chief Marketing Officer We’re seeking to connect our community of 130 million customers in an easy way, and one that’s not solely geographical. We’re continuing to evolve our community elements of the site as well as in the stores and connect the two together so there’s online/offline activity. Inherent in the power of Web 2.0, the emergence of online communities, and the transfer of power from big, centralized command-and-control structures like corporations to large groups of disseminated individuals like customers is the need to move from push information to pull information. Matt Smith, Vice President, Marketing Social media provides a platform for peer-to-peer sharing of information that allows your brand to reach new audiences.
The evolution of online communities… Our beta testers are using our online community platform to provide feedback on upcoming releases. The platform has been a huge success in terms of cost reduction. The resources that it takes to manage the entire process are significantly less. Also, the time that it takes to get the information back to the team is a huge advantage because it allows us to respond to issues very quickly. Kim Josephs, Director, Online Communities The online community platform enables customer-to-customer thought sharing as well as Motorola-to-customer and customer-to-Motorola thought sharing. Time and cost savings are huge benefits." Connie Allen, Consultant Events Manager
Top pressures: Performance criteria: The Adidas online community consists of customers from multiple sports interest groups, including soccer, U.S. football, running and basketball. We recruited people from multiple different databases to build one large community. Chris Murphy, Director, Digital Marketing
The community has exceeded expectations in terms of benefits. It enables customer-to-customer thought sharing as well as Motorola-to-customer and customer-to- Motorola knowledge exchange. Time and costs savings are a huge benefit, as is employee productivity
Customers and employees alike become spokespeople for the brand
Helping customers to succeed by sharing best practices and lessons learned
Immediate feedback drives new product development, reduces beta testing and increases customer adoption
The platform facilitates cross-sell activity, simply by having user groups in such close proximity – for example users of 2 way voice radio are being exposed to products related to broadband wireless networks; the community presents unique selling opportunities
Motorola has gone beyond building brand advocates and product evangelists
What Do We Do? We help organizations build, deploy and manage successful online communities and social networks.