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Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as THE Foundation for SCRM | SugarCon 2011
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Product Help as THE Foundation for SCRM | SugarCon 2011

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Social Help Centers, or product help communities, are used by some of the world's largest brands to increase revenues. These provide a foundation for Social Customer Relationship Management (SCRM) and …

Social Help Centers, or product help communities, are used by some of the world's largest brands to increase revenues. These provide a foundation for Social Customer Relationship Management (SCRM) and help to create new customers, power personalized marketing and sales, extract social intelligence, up-sell/cross-sell, and drive down support costs.

So why do you start with your product help? Product help is the #1 place your prospects and current customers are investigating before making a purchasing decision and ramping up their projects. So how does that tie into Social CRM? Social CRM isn't just about integrating with social tools like Facebook and Twitter - it's bigger than that. Social CRM is about tieing in social tools like Facebook and Twitter PLUS understanding user and prospect motivations, behavior, perhaps even adding a co-creation layer (think wiki-like experience), and escalating feedback mechanisms. Think about it - you're giving your users pride of ownership, engaging content, a democratization of information. Now you're starting to build a community. OK great. But we're in the business to make money, right? So what if we applied a CRM layer on top of this community? Ah ha! Now this is how we increase our bottom line.

Attend this thought-provoking session and see how multi-billion dollar companies, like Autodesk, HP Palm, and Intuit are leveraging the power of their product and help docs.

Presented by Aaron Fulkerson, CEO, Mindtouch, at SugarCon 2011

Published in: Business
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Transcript

  • 1. Product Help as the foundation for Social CRM
    @roebot that’s me on Twitter;
    pssst…you should follow me.
  • 2. Product Help
    • Should be as exceptional as marketing materials
    • 3. Product help and docs are a part of due diligence
    • 4. Two reasons customers return to website
  • help1.0
  • 5. help2.0
  • 6. 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.
  • 7. 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
  • 8. 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
    • 9. Help effectiveness
    • 10. Product, Marketing, Sales
    • 11. Personalization
  • TWO Reasons 90% of customers visit a vendors’ website
  • 12. 1. Because they don’t know how to use your product(s)
  • 13. F1
    2. Become kick butt Experts
    Subtitle for F1 section to start
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. Personalization
  • 21.
  • 22.
  • 23.
  • 24.
  • 25. Social KB Article
    • Wiki style collaborative authoring
    • 26. Moderation and workflows
    • 27. Adaptive search
    • 28. Just-in-time content and social stats
    • 29. CurationAnalytics
    • 30. Rich media support
  • Social KB Article
    • A ladder of participation
    • 31. 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
  • 32. Code name: F1
    • An embed away
    • 33. Button (or page fold)
    • 34. Stylized hyperlink
  • Code name: F1
    • Contextual social help
  • Code name: F1
    • Quora X Digg
    • 35. I have a question, or answer
    • 36. I know where there is relevant content on this topic
  • F1
    • Community based
    • 37. Updated real time
    • 38. Contextual Help
  • 39. Code name: F1
    • Content recommendation
    • 40. Based on behavior
    • 41. Based on social insights
  • Badging
  • 42. Questing
  • 43. 3 Community Principles
  • 44. Ladder of participation
    Provide a ladder of participation
    Ease and encourage participation
  • 45. Layer
    • Loosely coupled
    • 46. Less risk
    • 47. Better experience
  • Context
    • Minimize context switches
    • 48. 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.

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