Your SlideShare is downloading. ×
Five Trends That Will Transform Customer Communities
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Five Trends That Will Transform Customer Communities

1,521

Published on

Presentation at Community 2.0 in San Francisco, May 12, 2009

Presentation at Community 2.0 in San Francisco, May 12, 2009

Published in: Business, Technology
0 Comments
10 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,521
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
121
Comments
0
Likes
10
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Eventually will also incorporate data and interactions outside the corporate web site
  • Transcript

    • 1. Five Trends That Will Transform Customer Communities Joe Cothrel, Chief Community Officer, Lithium Technologies Community 2.0, San Francisco, May 12, 2009
    • 2. Lithium Technologies  140 customers  20M registered users  200 communities  1B page views/month
    • 3. Five trends From … community to network  fragmented to integrated  intuition to measurement  listening to responding  practice to discipline 
    • 4. From Community to Network Trend Customer communities are reaching out to social  networks and incorporating some of their features. Threat Lose visibility, lose influence, lose members.  Opportunity Broaden your reach, fuel your growth, keep up  with the competition.
    • 5. Web 2.0 Abroad
    • 6. Web 2.0 At Home Most common errors of the Web 2.0 community makeover:  Landing page dominated by “what’s new” 91% of users don’t care what’s new   The “ghost-town” effect. “Halloween is over.”   Highlighting “friending” over “finding”  “I’m not a teenager and this isn’t MySpace. I just want an answer to my question.” Most community users still value speed and ease above all other attributes.
    • 7. From Fragmented to Integrated Trend Customer communities are integrating their  disperse elements (blogs, forums, etc.) and integrating with other enterprise systems. Threat Lose control over member experience.  Opportunity Improve overall customer experience. 
    • 8. Integration Is the Thing This Year Create Integrate Extend CRM CRM 2008 2009 2010 Creation of stand- Integration of Extension of alone community community elements community across the elements on the and business systems. social web. website.
    • 9. Why Is Integration Happening?
    • 10. Web Analytics + Community Analytics Integrating web and community analytics helps you to identify the community content and users that drive business outcomes. Shown: Omniture-Lithium Integration
    • 11. From Intuition to Measurement Trend Customer communities are now run on data  rather than a sense that this is “a good thing to do.” Threat Let data make decisions rather than letting people  make decisions. Opportunity Ensure community is sustainable in the future. 
    • 12. Three Kinds of Measurement Health Return Insight CRM A measure of success A measure of success A measure of what for customers/users. for the business. customers are thinking. UNIVERSAL AND UNIVERSAL TYPE-SPECIFIC TYPE-SPECIFIC
    • 13. The Discipline of a Weekly Report
    • 14. From Listening to Responding Trend Today’s focus on listening will soon give way to a  need to change the way companies do business. Threat Set unrealistic with customers that create  dissatisfaction. Opportunity Use customer wisdom to prevent problems and  exploit opportunities.
    • 15. A Transformation Affecting Every Business Interact Listen Respond 1995-2005 2005-2015 2015-2025 Enabling interaction Listening to customers Dynamically creating so that customers and addressing their products and processes can help each other. needs one by one. in partnership with customers.
    • 16. Why Idea Engines Matter
    • 17. From Practice to Discipline Trend Community management is changing from an ad  hoc practice to a defined discipline. Threat More competition and pressure on community  managers. Opportunity More knowledge and more tools available to make  your community successful.
    • 18. What’s in Your Toolbox?
    • 19. Thank You Joe Cothrel joe.cothrel@lithium.com

    ×