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Five Trends That Will Transform Customer Communities
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Five Trends That Will Transform Customer Communities


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

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

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  • 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