• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Building Exceptional Product Help Communities
 

Building Exceptional Product Help Communities

on

  • 4,506 views

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

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

Statistics

Views

Total Views
4,506
Views on SlideShare
4,367
Embed Views
139

Actions

Likes
4
Downloads
65
Comments
4

5 Embeds 139

http://www.mindtouch.com 74
http://thecontentwrangler.com 54
http://paper.li 9
http://static.slidesharecdn.com 1
https://p.yammer.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

14 of 4 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Thanks! Please review this one too: http://mndt.ch/2brief and let us know what you think.
    Are you sure you want to
    Your message goes here
    Processing…
  • impressive and helpfull presentation
    Are you sure you want to
    Your message goes here
    Processing…
  • 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...
    Are you sure you want to
    Your message goes here
    Processing…
  • 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
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 Building Exceptional Product Help Communities Presentation Transcript

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