A Case Study:Microsoft Community Support           Dustin Johnson     Principal at Ant’s Eye View
Our Story Begins in theSummer of 2006 with aRealization…
90% of the investment helped 1%of the customers
Also, Developers Don’tWant to Use the Phone…
…But They Love the Forums
So, What Did We Do?
#1: We Dove In andLearned on the Fly
#2: We Created aBrand New Team      Photo Credit: http://commons.wikimedia.org/wiki/File:Shanghai_Pudong.jpg
#3: We Kept TheMVPs Happy                  Photo Credit: www.flickr.com/people/vividbreeze/
#4: We Sold, andResold, and Resold                     Photo Credit: www.flickr.com/people/obo-bobolina/
What Was The Impact? + 10M Page views + 1M New Users + 10k Answers + 44% Answer Rate + 100% Answers from Community
Expansion!             International English              Simplified Chinese
What does this all meanto you?
Customers Are Here     Companies HaveInvested In Contact Centers           +               Knowledge Base
Integrating theCloud is 10%Technology,90% Peopleand Processes                  Knowledge Base
1.   Agility2.   Resources3.   Vision4.   Operations                  Knowledge Base
Maturity Model                                                                            Phase Three: 12-18 Months       ...
If Only I Had Known…• Knowledge of social web norms is  helpful and hard to teach• Ego is an incredibly powerful motivator...
Thank You!     Dustin Johnsondustin@antseyeview.com   Twitter: @dustinjo
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Community Support Case Study: Microsoft Developers

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A case study from my time at Microsoft when we launched community support for our developer audience. Overview of our approach and learnings.

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Community Support Case Study: Microsoft Developers

  1. 1. A Case Study:Microsoft Community Support Dustin Johnson Principal at Ant’s Eye View
  2. 2. Our Story Begins in theSummer of 2006 with aRealization…
  3. 3. 90% of the investment helped 1%of the customers
  4. 4. Also, Developers Don’tWant to Use the Phone…
  5. 5. …But They Love the Forums
  6. 6. So, What Did We Do?
  7. 7. #1: We Dove In andLearned on the Fly
  8. 8. #2: We Created aBrand New Team Photo Credit: http://commons.wikimedia.org/wiki/File:Shanghai_Pudong.jpg
  9. 9. #3: We Kept TheMVPs Happy Photo Credit: www.flickr.com/people/vividbreeze/
  10. 10. #4: We Sold, andResold, and Resold Photo Credit: www.flickr.com/people/obo-bobolina/
  11. 11. What Was The Impact? + 10M Page views + 1M New Users + 10k Answers + 44% Answer Rate + 100% Answers from Community
  12. 12. Expansion! International English Simplified Chinese
  13. 13. What does this all meanto you?
  14. 14. Customers Are Here Companies HaveInvested In Contact Centers + Knowledge Base
  15. 15. Integrating theCloud is 10%Technology,90% Peopleand Processes Knowledge Base
  16. 16. 1. Agility2. Resources3. Vision4. Operations Knowledge Base
  17. 17. Maturity Model Phase Three: 12-18 Months Phase Two: 12-18 Months Phase One: 12-18 MonthsTheme Awareness Participation MaturityExec Measure Unique Visitors Community Posts Success Rate 20% of Potential AudienceIdeal Exec Goal 1% of Unique Visitors Post 50% Success Rate Visit The CommunityCommunity Behavior Consumption Contribution Champion • Influencer Outreach and • Content Seeding • Reputation SystemLevers Engagement • SME Participation • Product Integration • Broad Integration Opportunity!
  18. 18. If Only I Had Known…• Knowledge of social web norms is helpful and hard to teach• Ego is an incredibly powerful motivator• Traditional support tone is not as effective as conversational tone• Business success is tied to customer participation, so play nice
  19. 19. Thank You! Dustin Johnsondustin@antseyeview.com Twitter: @dustinjo

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