Sugarcon 2011 - Product Help as THE Foundation for SCRM

Product Help as the foundation for Social CRM
@roebot that’s me on Twitter;
pssst…you should follow me.

Product Help
Should be as exceptional as marketing materials
Product help and docs are a part of due diligence
Two reasons customers return to website

help1.0

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.
Buyers expect it
Customers demand it
Lower support costs
Ticket deflection, call time
Improve quality of support
Actionable insights
Customers and users
Help effectiveness
Product, Marketing, Sales
Personalization

TWO Reasons 90% of customers visit a vendors’ website

1. Because they don’t know how to use your product(s)

F1
2. Become kick butt Experts
Subtitle for F1 section to start

Personalization
Support
Marketing
Sales

Social KB Article
Wiki style collaborative authoring
Moderation and workflows
Adaptive search
Just-in-time content and social stats
CurationAnalytics
Rich media support

Social KB Article
A ladder of participation
Community scoring and feedback

Machine Translation
Co-authoring

Social Impacts All Markets
Reinvigorating tired and even declining markets

Social Knowledge base
and
Contextual help
One definitive source—used everywhere

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

F1
Community based
Updated real time
Contextual Help

Code name: F1
Content recommendation
Based on behavior
Based on social insights

Badging

Questing

3 Community Principles

Ladder of participation
Provide a ladder of participation
Ease and encourage participation

Layer
Loosely coupled
Less risk
Better experience

Context
Minimize context switches
Provide context (to customers, sales, marketing, support)

Product Help as the foundation for Social CRM
@roebot that’s me on Twitter.
Pssst…you should follow me.

Sugarcon 2011 - Product Help as THE Foundation for SCRM

by MindTouch

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Sugarcon 2011 - Product Help as THE Foundation for SCRM Presentation Transcript

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