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Building Exceptional Product Help Communities
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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. …

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
  • Transcript

    • 1. Building ExceptionalHelp Communities
      @roebot that’s me on Twitter;
      pssst…you should follow me.
    • 2. Product Help
      • Should be more exceptional than marketing materials
    • help1.0
    • 3. Social Impacts All Markets
      • Reinvigorating tired and even declining markets
      • 4. Requires exceptional experiences
    • help2.0
    • 5. 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.
    • 6. 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
    • 7. 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
      • 8. Help effectiveness
      • 9. Product, Marketing, Sales
    • Personalized
    • Strategies for Global Audience
      But how does “social” impact HELP when we have a Global audience?
    • 12. Machine Translation
      Machine Translation
    • 13. Machine Translation
      Machine Translation
    • 14. Empower translation
      Empower your community.
      They expect it.
    • 15. Cultural Accuracy comes from community (em)powered translation
    • 16. Machine Translation
      • Crowd Source Translation
      • 17. Combine Machine and Crowd Source
      • 18. …when appropriate
    • Polyglot:Search
      Polyglotism
      • Relate articles by language
      • 19. Stub articles and machine translate, but notify users
      • 20. Change UI to user preferences
      • 21. Language specific search
      • 22. Tell users when articles are available in other languages
    • Pivot About Product/Language/Release
    • 23. Community Junctions
    • 24. Autodesk screen shot here
    • 25. 3 Community Principles
    • 26. Ladder of participation
      Provide a ladder of participation
      Ease and encourage participation
    • 27. Loosely coupled layers
      Less risk
      Better experience
    • 28. 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
    • 29. 5 Community Rules of Engagement
    • 30. 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
    • 31. LAW #1
      Encourage user generated content
      Identify the early adopters – Ask them to contribute, provide feedback
      Badges, social recognition, leaderboards
    • 32.
    • 33. Organize leaderboards pivot points
      These are community junctions
    • 34. Community Junctions
    • 35. Ladder
      Make it easy to contribute
      OK with losing some control
      Participate in discussion
      Let the community decide
    • 36. Recognize your top contributors
      Badges work
      Allows you to focus on top contributors
    • 37. LAW #2
      ESTABLISH A SOCIAL CONTRACT
      The Customer/Company Pact
      Enforce your rules
      Lead By Example
    • 38. Define your community guidelines in plain English (and all other languages )
    • 39. You’re the conductor – ENFORCE your own rules
    • 40. Lead by example
      Practice what you preach
    • 41. LAW #3
      Recruit community members
      Go where your customers are already engaged, confused, or having trouble
      Advertise it in product
      Twitter, Facebook, LinkedIn channels
    • 42. & VAR’s
    • 43. Promote community in your software products
    • 44. FIND THEM ON SOCIAL NETWORKS
    • 45. LAW #4
      Content contentcontent
      Great content drives traffic
      Tutorials, videos, how to guides
      Curate user generated content back to community
    • 46. Example of engaging
      content
      Community
    • 47. Tutorials and guides drive a ton of traffic
      Also reduce support costs
      Act as due diligence and/or product research
    • 48. curate
      digital content to provide more relevant audience experience
      Tagging
      Search
      Brand Website
      Contextualizing
      Commenting
      editing
      Rating
      Curated
      Content
      Content
      Content
      Curators
      Brand
      Audience
    • 49. LAW #5
      Analyze, Measure & change
      Derive intelligence and meaning from how content is being consumed
      Create Key Community Metrics
    • 50. 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
    • 51. Know what’s
      RELEVANT
      to your Community
    • 52. Use Content Analytics to quickly understand the
      ACCURACY,
      QUALITY,
      AND AGING
      of the site’s content.
      Watch
      CUSTOMER BEHAVIOR
      through search patterns.
    • 53. EXAMPLE
    • 54. Deliver a quality experience
    • 55. AND WATCH AS THE COMMUNITY REDUCES YOUR SUPPORT COSTS
    • 56. F1
      Subtitle for F1 section to start
    • 57. Ladder of participation
      Provide a ladder of participation
    • 58. Loosely coupled layers
    • 59. Context
    • 60. One source—used everywhere
      Gradual ladder of participation
      Layered
      In context
    • 61. A Social Knowledge Base
      • Wiki-style collaborative authoring
      • 62. Content moderation and workflows
      • 63. Community scoring and feedback
      • 64. Content Curation Analytics
      • 65. Adaptive Search
    • Code name: F1
      • An embed away
      • 66. Button (or page fold)
      • 67. Stylized hyperlink
    • Code name: F1
      • Contextual social help
    • Code name: F1
      • Quora X Digg
      • 68. I have a question, or answer
      • 69. I know where there is relevant content on this topic
    • Code name: F1
      • Content recommendation
      • 70. Based on behavior
      • 71. Based on social insights
    • Code name: F1
      • Spotlight tour
      • 72. Based on dictionary of terms
      • 73. Based on a modified web UI
    • Badging
    • 74. Questing
    • 75. This is portability!
      This is reuse.
      This is multi-channel
      (CALIT2 TOPSAN protein structures shown in virtual reality)
    • 76. Building ExceptionalHelp Communities
      @roebot that’s me on Twitter.
      Pssst…you should follow me.

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