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

Introductions About Jeff... About Connie… About Dan…

About Jeff...

About Connie…

About Dan…

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 few key concepts Social media marketing Social media monitoring Social media integration Customer advocacy Peer-to-peer customer support Customer-driven innovation Online communities 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.

Social media marketing

Social media monitoring

Social media integration

Customer advocacy

Peer-to-peer customer support

Customer-driven innovation

Online communities

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

Best-in-Class vs. Laggard companies Customer advocacy Consumer insights Market research costs 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

Customer advocacy

Consumer insights

Market research costs

Measuring for Success

Some recommended actions Define best practices for utilizing and deriving actionable insights from online communities. Train selected employees to engage in online conversations with consumers. Use social media monitoring capabilities to identify and measure the value of key influencers. Identify and segment consumers engaged in online conversations about the brand. Integrate social media marketing in online communities with other marketing tactics / media buys. Correlate customer advocacy to financial outcomes.

Define best practices for utilizing and deriving actionable insights from online communities.

Train selected employees to engage in online conversations with consumers.

Use social media monitoring capabilities to identify and measure the value of key influencers.

Identify and segment consumers engaged in online conversations about the brand.

Integrate social media marketing in online communities with other marketing tactics / media buys.

Correlate customer advocacy to financial outcomes.

Motorola User Groups Online Community launched December 2008 Built on the IGLOO online community platform Private or “gated” community 1,100 active members Focus is user groups: Trunked User Group, Mutual User Group, Mobile Data User Group Wanted to facilitate conversation and support the needs of its Enterprise Mobility customers Host events in an online forum to maintain dialogue, continuity and interest

Online Community launched December 2008

Built on the IGLOO online community platform

Private or “gated” community

1,100 active members

Focus is user groups: Trunked User Group, Mutual User Group, Mobile Data User Group

Wanted to facilitate conversation and support the needs of its Enterprise Mobility customers

Host events in an online forum to maintain dialogue, continuity and interest

Main intent to connect to customers outside of face-to-face meetings Manage and coordinate over 100 distinct user groups and their activities Gather feedback on product features and set up test groups on new products Connect users via product usage & product forums Create and disseminate customer testimonials & stories, product specifications Their ultimate goal was to create product evangelists. Motorola required a more sophisticated, flexible and secure way to interact and connect with hundreds of users online. They needed to:

Main intent to connect to customers outside of face-to-face meetings

Manage and coordinate over 100 distinct user groups and their activities

Gather feedback on product features and set up test groups on new products

Connect users via product usage & product forums

Create and disseminate customer testimonials & stories, product specifications

Their ultimate goal was to create product evangelists.

Solution Branded 100% Motorola in adherence to standard corporate guidelines Members are organized into groups based on specific product categories ( roles & perms ) Members populate and use personal profiles ; connect with other members related to specific product interests; control privacy of their personal information. Use the event calendar to set up and promote local user group meetings in their territories online. Facilitation of product “test groups” and offer a variety of feedback mechanisms such as rating , commenting , discussion groups, expert bloggers and messaging . Use wiki pages for disseminating best practices, SOP’s, rules etc. A knowledge library for storing, managing and disseminating customer testimonials and stories, product specifications and documentation.

Branded 100% Motorola in adherence to standard corporate guidelines

Members are organized into groups based on specific product categories ( roles & perms )

Members populate and use personal profiles ; connect with other members related to specific product interests; control privacy of their personal information.

Use the event calendar to set up and promote local user group meetings in their territories online.

Facilitation of product “test groups” and offer a variety of feedback mechanisms such as rating , commenting , discussion groups, expert bloggers and messaging .

Use wiki pages for disseminating best practices, SOP’s, rules etc.

A knowledge library for storing, managing and disseminating customer testimonials and stories, product specifications and documentation.

Suggestion Box Blogs, Wiki, The survey..? Connie, this is where we’ll need some of your input/screenshots

Blogs, Wiki, The survey..? Connie, this is where we’ll need some of your input/screenshots

Insights 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

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

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

What Do We Do? We help organizations build, deploy and manage successful online communities and social networks.

Web 2.0 Value Proposition Connect employees and key stakeholders who are on the road, in different offices or who work in other time zones. Stop vital corporate knowledge being trapped in information silos like email, laptops and enterprise applications. Expand your understanding access and utilization of your organizational expertise. “ Social interactions drive business transactions – personal and team perspective”

Connect employees and key stakeholders who are on the road, in different offices or who work in other time zones.

Stop vital corporate knowledge being trapped in information silos like email, laptops and enterprise applications.

Expand your understanding access and utilization of your organizational expertise.

Business is both a personal and social activity... Companies don’t build products, do deals or make service calls... ... People do!

Managing people is hard. Know-how Skills Ideas Conversations Experience Expertise Relationships

Managing people is hard.

Know-how

Skills

Ideas

Conversations

Experience

Expertise

Relationships

Managing teams is even harder. Focus Control Buy-in Ownership Goals & Objectives Collaborate Share Problem Solve Measure Learn

Managing teams is even harder.

Focus

Control

Buy-in

Ownership

Goals & Objectives

Collaborate

Share

Problem Solve

Measure

Learn

Managing your entire company without the right tools is darn near impossible.

Managing your entire company without the right tools is darn near impossible.

Solutions NOT Software COMMUNITY SOLUTIONS COST EFFECTIVE VIBRANT VIRAL STICKY SUSTAINABLE MEASUREABLE SAS 70 PCI DSS CIC 5970 II Secure Integrated Extensible Support Professional Services Training Community Facilitation E-engagement SEO, SEM, SMM Configurable Customizable Design Planning Design Deployment Growth

COMMUNITY SOLUTIONS

COST EFFECTIVE

VIBRANT

VIRAL

STICKY

SUSTAINABLE

MEASUREABLE

SAS 70

PCI DSS

CIC 5970 II

Secure

Integrated

Extensible

Support

Professional Services

Training

Community Facilitation

E-engagement

SEO, SEM, SMM

Configurable

Customizable

Design

Planning

Design

Deployment

Growth

Community Playbook

Questions & Answers We now have time to answer a questions. We will take questions via WebEx at this time. Please introduce yourself and your organization.

Thank-You! The proof is in the pudding… Sign up for a Trial Community today and we’ll give you 2 hours of consulting services to show you how you can benefit from online community solutions.

[email_address] Contact Check out www.igloosoftware.com/frostbites IGLOO’s digital media center – learn more about online communities and IGLOO solutions.