Building Exceptional Product Help Communities

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A guide to building exceptional and awesome help communities for customer service. This was presented by Aaron Fulkerson at WorldWare 2011 in Santa Clara.

More context can be found here: http://www.mindtouch.com/blog/2011/03/21/building-exceptional-product-help-communities/

Topics covered:
* The impact of “social” on product help
* Social Customer Relationship Management (SCRM) and how product help can provide a valuable foundation for SCRM
* Help, Marketing, and Sales personalization
* Socializing translation and localization
* Effective information architecture for product help communities
* 3 Guiding Principles of effective (social) product help
* 5 Community Rules of Engagement
* The future of product help

Published in: Business, Technology
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  • Thanks! Please review this one too: http://mndt.ch/2brief and let us know what you think.
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  • impressive and helpfull presentation
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  • Aaron-So you see the core strategy moving forward at mindtouch to be in the SCRM arena with a solution focus on a co's 'product help'? Do you still see a fit for mindtouch in the intranet space for mid-size & larger firms or is this direction a thing of the past? Please explain...
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  • Topics covered:

    The impact of “social” on product help
    Social Customer Relationship Management (SCRM) and how product help can provide a valuable foundation for SCRM
    Help, Marketing, and Sales personalization
    Socializing translation and localization
    Effective information architecture for product help communities
    3 Guiding Principles of effective (social) product help
    5 Community Rules of Engagement
    The future of product help
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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  • We believe community is when people come together around a shared interest. And that conversations -- even the kind we have when we're trying to solve a problem or answer a question -- are the building blocks for meaningful community.
  • This is where the implicit part of your social contract is made evident. How you respond and interact with your customers can do a lot to diffuse anger, bad behavior, and sets the right tone. Hold yourself to your own standards. 
  • For some companies, it is a core support channel; for others, it may be peripheral. Whatever the case, be sure you set your expectations clearly for both your customers and your internal team. 
  • Apple Example
  • Apple Example
  • Building Exceptional Product Help Communities

    1. 1. Building ExceptionalHelp Communities<br />@roebot that’s me on Twitter; <br />pssst…you should follow me. <br />
    2. 2. Product Help <br /><ul><li>Should be more exceptional than marketing materials</li></li></ul><li>help1.0<br />
    3. 3. Social Impacts All Markets<br /><ul><li>Reinvigorating tired and even declining markets
    4. 4. Requires exceptional experiences</li></li></ul><li>help2.0<br />
    5. 5. MindTouch makes the world's most respected social knowledge base. <br />We power purpose-built help 2.0 communities that connect companies with their customers. <br />Millions use our software every day.<br />
    6. 6. Help 2.0 Bridges Traditional Tools with Social and Analytics<br />Desktop Authoring<br />and Traditional Support Tools<br />Analytics<br />Providing a bridge for social/community capabilities and analytics<br />People and Social Tools<br />
    7. 7. The Help 2.0 Revolution Will Be Documented, Socially.<br />Lower support costs<br /><ul><li>Ticket deflection, call time</li></ul>Improve quality of support<br />Actionable insights into <br /><ul><li>Customers and users
    8. 8. Help effectiveness
    9. 9. Product, Marketing, Sales</li></li></ul><li>Personalized<br /><ul><li>Help
    10. 10. Marketing
    11. 11. Sales</li></li></ul><li>Strategies for Global Audience<br />But how does “social” impact HELP when we have a Global audience?<br />
    12. 12. Machine Translation<br />Machine Translation<br />
    13. 13. Machine Translation<br />Machine Translation<br />
    14. 14. Empower translation<br />Empower your community. <br />They expect it. <br />
    15. 15. Cultural Accuracy comes from community (em)powered translation<br />
    16. 16. Machine Translation<br /><ul><li>Crowd Source Translation
    17. 17. Combine Machine and Crowd Source
    18. 18. …when appropriate</li></li></ul><li>Polyglot:Search<br />Polyglotism<br /><ul><li>Relate articles by language
    19. 19. Stub articles and machine translate, but notify users
    20. 20. Change UI to user preferences
    21. 21. Language specific search
    22. 22. Tell users when articles are available in other languages</li></li></ul><li>Pivot About Product/Language/Release<br />
    23. 23. Community Junctions<br />
    24. 24. Autodesk screen shot here<br />
    25. 25. 3 Community Principles<br />
    26. 26. Ladder of participation<br />Provide a ladder of participation<br />Ease and encourage participation <br />
    27. 27. Loosely coupled layers<br />Less risk<br />Better experience<br />
    28. 28. Context<br />What’s clear to you is likely not to others in a diverse community<br />Prevent context switching—control the experience to deliver an exceptional one<br />
    29. 29. 5 Community Rules of Engagement<br />
    30. 30. THE BIRTH OF A <br />COMMUNITY<br />Requires a constitution <br />LAWS<br />Encourage user generated content<br />Establish a social contract<br />Recruit community members<br />Content is king<br />Analyze, measure and change<br />
    31. 31. LAW #1<br />Encourage user generated content<br />Identify the early adopters – Ask them to contribute, provide feedback<br />Badges, social recognition, leaderboards<br />
    32. 32.
    33. 33. Organize leaderboards pivot points<br />These are community junctions <br />
    34. 34. Community Junctions<br />
    35. 35. Ladder <br />Make it easy to contribute<br />OK with losing some control<br />Participate in discussion<br />Let the community decide <br />
    36. 36. Recognize your top contributors<br />Badges work<br />Allows you to focus on top contributors<br />
    37. 37. LAW #2<br />ESTABLISH A SOCIAL CONTRACT<br />The Customer/Company Pact<br />Enforce your rules<br />Lead By Example<br />
    38. 38. Define your community guidelines in plain English (and all other languages )<br />
    39. 39. You’re the conductor – ENFORCE your own rules<br />
    40. 40. Lead by example <br />Practice what you preach<br />
    41. 41. LAW #3<br />Recruit community members<br />Go where your customers are already engaged, confused, or having trouble<br />Advertise it in product<br />Twitter, Facebook, LinkedIn channels<br />
    42. 42. & VAR’s<br />
    43. 43. Promote community in your software products<br />
    44. 44. FIND THEM ON SOCIAL NETWORKS<br />
    45. 45. LAW #4<br />Content contentcontent<br />Great content drives traffic<br />Tutorials, videos, how to guides<br />Curate user generated content back to community <br />
    46. 46. Example of engaging<br />content<br />Community<br />
    47. 47. Tutorials and guides drive a ton of traffic<br />Also reduce support costs <br />Act as due diligence and/or product research<br />
    48. 48. curate<br />digital content to provide more relevant audience experience <br />Tagging<br />Search<br />Brand Website<br />Contextualizing<br />Commenting<br />editing<br />Rating<br />Curated<br />Content<br />Content<br />Content<br />Curators<br />Brand<br />Audience<br />
    49. 49. LAW #5<br />Analyze, Measure & change<br />Derive intelligence and meaning from how content is being consumed<br />Create Key Community Metrics<br />
    50. 50. What are people searching for and not finding?<br />How old is our content across the site?<br />Are the support articles meeting our customer’s needs?<br />SEARCH<br />AGING<br />QUALITY<br />RATINGS<br />Allow content to be rated by users<br />
    51. 51. Know what’s<br />RELEVANT<br />to your Community<br />
    52. 52. Use Content Analytics to quickly understand the<br />ACCURACY, <br />QUALITY, <br />AND AGING <br />of the site’s content.<br />Watch<br />CUSTOMER BEHAVIOR <br />through search patterns.<br />
    53. 53. EXAMPLE<br />
    54. 54. Deliver a quality experience<br />
    55. 55. AND WATCH AS THE COMMUNITY REDUCES YOUR SUPPORT COSTS<br />
    56. 56. F1<br />Subtitle for F1 section to start<br />
    57. 57. Ladder of participation<br />Provide a ladder of participation<br />
    58. 58. Loosely coupled layers<br />
    59. 59. Context<br />
    60. 60. One source—used everywhere<br />Gradual ladder of participation <br />Layered <br />In context<br />
    61. 61. A Social Knowledge Base<br /><ul><li>Wiki-style collaborative authoring
    62. 62. Content moderation and workflows
    63. 63. Community scoring and feedback
    64. 64. Content Curation Analytics
    65. 65. Adaptive Search</li></li></ul><li>Code name: F1<br /><ul><li>An embed away
    66. 66. Button (or page fold)
    67. 67. Stylized hyperlink</li></li></ul><li>Code name: F1<br /><ul><li>Contextual social help</li></li></ul><li>Code name: F1<br /><ul><li>Quora X Digg
    68. 68. I have a question, or answer
    69. 69. I know where there is relevant content on this topic </li></li></ul><li>Code name: F1<br /><ul><li>Content recommendation
    70. 70. Based on behavior
    71. 71. Based on social insights</li></li></ul><li>Code name: F1<br /><ul><li>Spotlight tour
    72. 72. Based on dictionary of terms
    73. 73. Based on a modified web UI</li></li></ul><li>Badging<br />
    74. 74. Questing<br />
    75. 75. This is portability!<br />This is reuse. <br />This is multi-channel<br />(CALIT2 TOPSAN protein structures shown in virtual reality)<br />
    76. 76. Building ExceptionalHelp Communities<br />@roebot that’s me on Twitter. <br />Pssst…you should follow me. <br />

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