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Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
Turn Customer Engagements Into Love Affairs
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Turn Customer Engagements Into Love Affairs

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The word engagement is thrown around a lot these days. Most simply, engagement can …

The word engagement is thrown around a lot these days. Most simply, engagement can
be defined as an action that inspires individuals to become involved, and to some
extent, a state of involvement.1 There are different levels of engagement. Some people
vote, some comment, a smaller portion actually start new conversations, and even
fewer still will come back again and again to participate in conversations. Those are your
power users. The vast majority are “lurkers” - they read but do not actively participate
in any way. Increasing engagement means converting more of these lurkers into active
participants.

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  • 1. TURN CUSTOMER ENGAGEMENTS INTOLOVE AFFAIRSSix Reasons Your Company Needs a Get Satisfaction Community a publication of
  • 2. INTRODUCTIONToday every company is trying to figure out how to leverage social media and become asocial enterprise. But becoming a social enterprise is a lot more than having a Facebookbrand page, a blog and a Twitter Handle. Social media is about engaging with customerson their terms, anywhere they are, about the topics that matter to them.And no social media strategy is complete, without having a customer community. Infact, customer communities are at the core of every social media strategy. This “newera” of social media is about increasing brand awareness, acquiring new customers, anddriving innovation for business using social conversations and customer insight. It’s afundamental shift – instead of driving customers to multiple social channels, customers Contentsengage in social conversations with each other and your brand anywhere they are: yourwebsite, any social channel, via search and on mobile. INTRODUCTION ............................................1Get Satisfaction is the global leader in customer engagement, powering 65,000 customer 1 THE ENGAGEMENT FACTOR .................. 2communities around the world. Today, more than five million people use Get Satisfaction’s 2 LOCATION LOCATION LOCATION ........ 4network to ask questions, share ideas, report problems, give praise, and truly engage with LET RELEVANT CONTENT SEE THEthe brands and companies they care about. 3 LIGHT OF DAY............................................... 7You’ve probably heard that many of the world’s best brands use online communities GIVE YOUR CUSTOMERS THE 4to improve customer service experiences, increase customer acquisition and drive OUTCOME THEY’RE LOOKING FOR 10innovation in products and services. What you may not know is that many of those 5 SEARCH ORIENTATION, FTW! ........... 13brands, including Proctor & Gamble, Intuit, Autodesk, New Balance, and Webtrends, use 6 ANALYZE ALL OF THE THINGS ......... 15Get Satisfaction’s Customer Engagement Platform to power their online communities.Why? In this ebook, we will outline 6 reasons why companies of all types and sizes choose CONCLUSION .......................................... 16Get Satisfaction’s community platform. TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 1
  • 3. 1 THE ENGAGEMENT FACTORThe word engagement is thrown around a lot these days. Most simply, engagement canbe defined as an action that inspires individuals to become involved, and to someextent, a state of involvement. 1 There are different levels of engagement. Some peoplevote, some comment, a smaller portion actually start new conversations, and evenfewer still will come back again and again to participate in conversations. Those are yourpower users. The vast majority are “lurkers” - they read but do not actively participatein any way. Increasing engagement means converting more of these lurkers into activeparticipants.You might ask: why is engagement important? If your company is selling wheat crackers,do you really care how many people are engaged with your product? Don’t you really justcare about selling as many crackers as possible? The truth is, conversion is a long-termprocess. And with social media “You’re reaching a customer early in the sales process,meaning that you’ve likely reached them before your competitors. The earlier youreach them, the more history they’ll have with you when it’s time to make a purchasingdecision.”2 Participating in social media is essential for reaching customers at an earlystage, and engagement is a key part of social media because it’s an indication of howmany people are actually listening.Maria Ogneva, Community Manager at Yammer, put it this way: “listening is only thebeginning stage of what you should be doing as part of your social media approach;engagement will make or break your efforts - after all, if no one talks to you online, thewhole thing is a failed attempt. 3” In summary: if you don’t have engagement, you’re talkingto yourself.1 http://www.rjionline.org/news/engagement-lessons-outside-journalism2 http://searchengineland.com/the-social-funnel-what-you-lose-when-you-ignore-it-1211203 http://socialmediatoday.com/index.php?q=SMC/195730 TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 2
  • 4. Get Satisfaction communities encourage engagement by providing a modern, friendlyuser interface that looks and feels like the popular social networks of today. They havebuttons that allow you to “Like” a post or share it with friends on other social networks.They let you log in with your credentials from other networks such as Google, Facebookor Twitter. In addition, Get Satisfaction’s Champions feature allows companies to anointactive customers with a special badge and, if they choose, moderation privileges. The“Champion” status is designed to acknowledge users who make a large contribution byresponding to questions, for example, and filling an informal leadership role. “Featureslike Champions are an integral part of why we chose Get Satisfaction,” explains JosephAlminawi. Community Manager at OMGPOP. “Making a brand advocate a Championmakes them even more active and helpful.”Above all, Get Satisfaction has a clean, intuitive interface that was designed with the enduser in mind. With over 900 million active users, Facebook has a good portion of theworld population in its user base already. By utilizing the features that Facebook usersare already familiar with, Get Satisfaction communities make it easy for your customersto like, comment, or start new topics. That ease of use increases engagement, whichincreases your bottom line. TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 3
  • 5. 2 LOCATION LOCATION LOCATIONIn January 2012, the average Facebook users spent 405 minutes per month on the site 4 .That’s the average, which means that many users are spending more than 7 hours permonth on Facebook. Internet users are spending more and more times on social sites,and you need to meet them there. Here’s how Wayne Denman, Webtrends’ TechnicalSupport Manager, explains the importance of social media: “Companies that don’tembrace social channels are limiting themselves. If you want to be competitive, you haveto be able to meet your customers where they are. 5” It used to be enough to have yourcommunity on the Internet. Now, however, your community needs to be everywhere yourcustomers are.Get Satisfaction can extend into your website, your Facebook brand page, your Twitteraccount, or anywhere else your customers are. StumbleUpon, for example, switched fromold fashioned forums to a modern Get Satisfaction community and found that includingthis content on both their website and on Facebook increased customer participation.4 http://www.zdnet.com/blog/igeneration/how-long-do-we-spend-on-social-media-sites-infographic/154155 http://info.getsatisfaction.com/rs/getsatisfaction/images/GetSatisfaction_webtrends.pdf TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 4
  • 6. “Our old forums were populated entirely by power users,” says Monica Semergiu,StumbleUpon Community Manager. “Get Satisfaction’s UI and widgets are moreaccessible and make it easier for our entire user-base to participate.6”Other companies, such as Koodo Mobile, advertise the fact that they provide supportvia Facebook. 7 in their Timeline banner, and they also show relevant conversations abouteach product from their community, in their product page next to each product.Offerpop, a social media campaign platform, felt it was important to bring theircommunity into Facebook because that is where their customers already are. “I guarantee6 http://info.getsatisfaction.com/rs/getsatisfaction/images/GetSatisfaction_StumbleUpon.pdf7 http://pinterest.com/pin/275352964687388528/ TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 5
  • 7. every one of our clients is on Facebook already,” says Prakash Mishra, Offerpop co-founder and co-CEO “Facebook and the Facebook interface are familiar to them, so beingable to bring the support experience in there makes it as easy as possible for them to gethelp. 8”Offerpop, Koodo, and StumbleUpon aren’t just providing a place where their customerscan connect with each other; they’re providing a way for customers to connect whereverthey are. That is the power of Get Satisfaction Anywhere.8 http://info.getsatisfaction.com/rs/getsatisfaction/images/GetSatisfaction_Offerpop.pdf TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 6
  • 8. 3 LET RELEVANT CONTENT SEE THE LIGHT OF DAYIn some communities, old conversations are like bad memories: buried. In some cases,this makes sense: a thread from four years ago might be about a product or feature thatno longer exists. Other times, however, you want to expose particular threads that providerelevant information for your customers. With Get Satisfaction, you can do this with theclick of a few buttons.Let’s begin with an example: say you’re a new mother, searching online for a new carseat. Through a Google search, you find your way to Kiddicare.com, the UK’s largest babysupplier (you’re a proper London mom, got it?). You notice they carry the Britax car seat,which is a brand a friend recommended to you. But there are two Britax Duo car seats.One is £20 more than the other. You want your baby to have the best, safest car seatpossible. But you also wouldn’t mind saving £20. How do you decide which to buy? TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 7
  • 9. Lucky for you, Kiddicare uses a customizable Get Satisfaction widget on the side of eachproduct that exposes relevant community topics. You see that the top question askedis “Britax Duo Plus Car Seat Differences?” It turns out you aren’t the first person withthis question! You click on the question and see that a car seat specialist from Kiddicareanswered the question two months ago: “The main differences between the seats are the fabrics. The £169.99 car seat is called your jet. This is a breathable material so will adapt to the weather so will keep your child nice and cool in the summer and warm in the winter. The £149.99 is called your Max. This material would be easier to clean and would make your every day life a lot better by being able to sponge the seat clean.”In a matter of minutes, you’ve gotten the answer to your question without even having tosearch for it. This also benefits the company, since you didn’t need to email or call themto ask the question. What’s more, it’s an opportunity for the company to give you moreinformation about the product that might lead to an upsell.The story we just outlined is a real one from Kiddicare’s customer community9. In hisreply, the car seat specialist, Matt, informs the customer, Arlene, that the car seat mayrequire a top tether. By providing this helpful information, Matt is able to help Arlene geteverything she needs at once while also selling her one more product. He also increasesher trust of the company by providing her with timely, relevant information.9 http://community.kiddicare.com/kiddicare/topics/britax_duo_plus_car_seat_differences TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 8
  • 10. What has the Kiddicare story taught us? First of all, that Get Satisfaction allowscompanies to expose relevant content in context. Second, that providing relevantinformation helps the customer find exactly what they need, when they need it. Andfinally, that exposing relevant content helps companies by decreasing support costs andproviding upsell opportunities. It’s a win-win and a major differentiator from other siloed,chronologically ordered communities. TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 9
  • 11. 4 GIVE YOUR CUSTOMERS THE OUTCOME THEY’RE LOOKING FORConversations without outcomes are just chatter. All community platforms have onemajor thing in common: they’re a place for people to talk. If I love playing Draw Somethingand you love playing Draw Something, we can meet in the Draw Something community totalk about how much easier it is to play on an iPad and which three coin words are hardestto sketch out. But what if I have a question? Say, I want to change my username fromHappyKitty22 to HappyPuppy44 but can’t figure out how?It turns out that the majority of customers enter a community because they have aquestion, problem, or idea they want addressed by the company or other knowledgeablecustomers. While asking a question, reporting a problem, and suggesting an idea are allthings you can do in other communities, the Get Satisfaction platform uses topic typesand topic statuses to ensure that both company and customer understand the actionsrequired to resolve a topic.Let’s continue with the Draw Something example. I am playing Draw Something on aSaturday night when suddenly I am inspired to change my username. I am in the app andsee a support link. I click that support link and it takes me to the Draw Something GetSatisfaction community10.10 https://getsatisfaction.com/drawsomething TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 10
  • 12. Once I am in the community, I type in my question. (Get Satisfaction knows thatInternet users today search first, read later, so it automatically searches the existingdatabase of topics for my question. But we’ll get to that later). I see that a few peoplehave asked similar questions, but I continue to post my question anyway. At that point,I can categorize my new community topic as a question, problem, idea, or praise. Thishelps the company understand what type of outcome I am looking for: if it’s a question,I want an answer. If it’s a problem, I want a solution. If it’s an idea, I want to hear that it’sbeing considered or will be implemented. If it’s praise, I just want the creators of DrawSomething to know that I worship the ground that they walk on.In any case: I’ve chosen my topic type as a question. I then am asked to include either asmiley face, a neutral face, or an sad face to express how I am feeling. I choose a happyface because, even though I want to change my username, I still love Draw Something. I TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 11
  • 13. go ahead and post it. A few minutes later, I get an email notifying me that there has beena reply to my question. I see that another Draw Something enthusiast, UnicornsUnite52,recently changed his username, and replied with instructions on how I can do it as well.In addition, this Draw Something enthusiast is a Champion in the community (a featurewe discussed earlier in this ebook) and as a result has the ability to mark the question as“Answered.” He can also mark his answer has the “Official Response” so that future DrawSomething players know that his answer is sanctioned by the company.Why is this so important? Because topic types, topic statuses, sentiment reporting, andpromoted answers are all part of why we say that Get Satisfaction is outcome oriented.Other community platforms also allow customers to get their questions answered,problems fixed, and ideas considered, but topic categorization and statuses help thecompany and customer more clearly communicate the intention and acknowledgmentof each topic. Sentiment reporting also helps companies keep tabs on the pulse of thecustomer community, but we’ll get to that later. TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 12
  • 14. 5 SEARCH ORIENTATION, FTW!Back in the day, the first thing you would do upon setting up a new email account was setup your file structure. A file for work documents, a file for financial documents, a file forpersonal letters. This was the only way you’d have to find any emails in the future, so youset it up and went to work filing things away.Today, files are no longer the norm; search is. Think about Gmail: you can add labels toemails based on the sender and/or subject, but there are no folders. Instead, there is asearch bar at the top of your web inbox that lets you quickly, easily find any email fromany date range with the click of a button. Searchlight on Macs is similar: while you cannavigate through folders and subfolders, you can always click on the little magnifyingglass in the upper right hand corner of your computer for the file or application you’relooking for.Online consumers are being conditioned to search first, click later. And Get Satisfactiontakes that into account by searching all community content automatically before allowingcustomers to post a new topic. Whereas less sophisticated communities have the folderstructure of older email services like Outlook, the Get Satisfaction communities aresearch-oriented.Let’s return to the Draw Something example. When HappyKitty22 types “How do I changemy username” into the Draw Something community, 11 The database of existing topicsis searched. Get Satisfaction also has search bar at the top for those only interested insearching old topics, but the box for entering a question is prominently displayed on thehomepage of the community and also serves as a search bar. Sneaky sneaky.The benefits of a search-oriented community go both ways: customers are happybecause they get instant gratification by finding answers to their questions. Companies11 https://getsatisfaction.com/drawsomething TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 13
  • 15. are happy because they can spend less time answering repetitive questions and moretime serving the needs of their customers with complicated support situations. Yola,for example, reported a 60-70% decrease in support tickets after implementing a GetSatisfaction community. 12 They also found that 5 out of 6 customers prefer community asa primary support channel. For these reasons, Yola now offers support communities in 6languages.In addition, communities that revolve around search simply feel more like the modernweb. If your company is focused on creating web applications that make today’sconsumers happy, why send them to an archaic FAQ the second they have a question?Send them to a forward-thinking, search-oriented community instead and they will besure to thank you for it.12 info.getsatisfaction.com/rs/getsatisfaction/images/yola.pdf TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 14
  • 16. 6 ANALYZE ALL OF THE THINGSOh data. How we adore thee. After all, how would we know if our community is healthywithout you? Or even more basic: how can we calculate the ROI of maintaining a customercommunity without you? Only Get Satisfaction’s sophisticated tools allow us to do that.Which is the sixth and final reason why your company needs more than a community; itneeds a Get Satisfaction community.You may be thinking: all communities have data for topic thread views and numberof comments. What more could you need? The answer is: so much more. With GetSatisfaction’s Engagement Platform, you have augmented basic analytics at yourfingertips 13 and can also purchase deeper analytics packages. 14 Whether you’re usinga community for support, marketing, or product feedback, data analysis is essential togauging how well you are serving your customers.Let’s start with basic analytics. With Get Satisfaction, you can easily view the numberof new topics and comments, traffic sources to your community (there are many, sinceyou’re using a modern, distributable community!), most active users in the community,and most active topics. These dashboards are available for anyone in your organizationto view and give a nice snapshot of community activity. You can also customize thetimeframe to get the information on a weekly, monthly, quarterly, or annual basis. It’s assimple as a click of a few buttons.With deeper analytics, you can learn even more. Like who the most active employeesare in your community. Or what your average response time is. Or what percent of yourcommunity is engaged. It’s data like this that lets you step back and see how you’re doing13 http://product.getsatisfaction.com/2012/05/new-community-stats/14 http://getsatisfaction.com/corp/partners/profile/gooddata TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 15
  • 17. and then measure progress as time goes on. After all, without knowing where we are, it isimpossible to move forward.CONCLUSIONIf you started this ebook thinking you wanted any old community, we hope we’veconvinced you that Get Satisfaction provides benefits that will help you better serve yourcustomers and improve the bottom line. We outlined the six major reasons why you needGet Satisfaction: Have questions?1 Engagement: communities encourage customer engagement by using an intuitive, social user interface. Feel free to email2 Location: Get Satisfaction communities can be anywhere your customers are. sales@getsatisfaction.com3 Relevance: bring relevant topics to any part of your website with community widgets.4 Outcomes: topic types and topic status ensure that companies and customers know what to expect from or, you can call each other and get satisfactory outcomes, faster. 877-339-39975 Search: we’ve all been conditioned to find information through search. Get Satisfaction communities are search-based rather than siloed into sub-categories. and talk to a6 Analytics: you want to have a rockin’ customer community? You’ll need numbers to prove it. real human.We hope you’ve found these points to be useful as you think about which platform isright for you and your company. While you decide, why not take one for a test run? GetSatisfaction offers a 30 free, no-risk trial. Sign up today and get your community up andrunning in 10 minutes or less. TURN CUSTOMER ENGAGEMENTS INTO LOVE AFFAIRS: Six Reasons Your Company Needs a Get Satisfaction Community 16

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