v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
Building a Community from Scratch
1. @getsatisfaction
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How Community Becomes an
Essential Customer Engagement Strategy
Presented by: Scott Hirsch, VP Product & Content Marketing, Get Satisfaction
Tamera Rousseau-Vesta, Digital and Community Marketing Manager, Extreme Networks
February 18, 2014
Community that means business.
2. @getsatisfaction
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“Companies that don’t realize their markets are now
networked person-to-person, getting smarter as a result
and deeply joined in conversation, are missing their best
opportunity.”
The Power of Customer Conversation
~Cluetrain Manifesto,
2000
3. @getsatisfaction
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Creates an “open window” for customer engagement that
..
– Creates mutual value for customers and for companies: support, product
development, and marketing
– Transforms organizations to become customer-centric
– Powers a differentiated digital experience
The Community Effect
4. EXTREME NETWORKS COMMUNITY
AN OPEN WINDOW TO DRIVE
ENGAGEMENT
Tamera Rousseau-Vesta
Digital and Community Marketing Manager
7. What is a Community?
• An open window into Extreme Networks
company and culture
• The voice of the customer is #1
– Opportunity to engage through rich and
relevant conversions
– Our customers connect dots between
marketing, support and development
• Customer engagement traditionally is an
inside>out world
– Communities allow for in outside>in
engagement
– Allows for true open, transparent, and
approachable culture
– Customer interacts with brand when and
how they choose
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16. Thank you for your participation!
Follow me @Tamerarv
17. 17
Questions and Answers
“The majority of the content of this presentation is provided by Extreme Networks, Inc. and was provided in a webinar on February 18, 2014. This presentation has been modified slightly
so that it can posted publically and the information is current as of February 18, 2014.
Extreme Networks is a customer of Get Satisfaction and is providing its portion of the presentation as an accommodation to Get Satisfaction. The information provided by Extreme Networks
is for informational purposes only and Get Satisfaction and Extreme Networks shall not be liable to anyone under any circumstances for any of the contents or information contained in this
presentation. While this presentation may be viewed, this presentation shall not be distributed to any third party.
Extreme Networks and the Extreme Networks logo are trademarks or registered trademarks of Extreme Networks, Inc. in the United States and/or other countries. Get Satisfaction and the
Get Satisfaction logo are trademarks or registered trademarks of Get Satisfaction in the United States and/or other countries. For more information on Extreme Networks’ trademarks, see:
www.extremenetworks.com/about-extreme/trademarks.aspx.”
Editor's Notes
Mention the white paper that will be coming out in next month or two
Social media is changing the way we work, offering a new model to engage with customers, colleagues, and the world at large. We believe this kind of interaction can help you to build stronger, more successful business relationships. This cultural shift creates an avenue for you to take part in global conversations related to the work we are doing and the things we care about. A strong brand community will help your customers and partners obtain rich and relevant Information about your company on their terms, connecting the functions of your company as well as their peers in a way they can control. Extreme Networks has fully embraced the way social media and communities are changing the way we communicate with customers, partners and even each of us within the company by establishing our brand community as the hub of our interactions with customers in social media.So, what exactly is a community? It is an open window into your culture, your company, and your resources for your customers. This is a place where your customer can go where they can interact with your brand on their terms, where their voice is #1. Traditionally, we have always reached out to our customers and given them information we THINK is what they need. This forum is for them to come to us, when they want, and how they want. Communities allow for an inside>out engagement where the customer interacts with our brand the way they want to.
MarketingStreamline case study and testimonial processIncrease customer advocacyIdentify product roadmap items for Product MarketingFacilitate connections with our customers, development and each otherIncrease “self-service” and develop a healthy, active forumShorten sales cycle for new as well as existing opportunitiesSupportTo foster customer “Champions”Enabling an easy way to share technical or Enterasys specific information with our customers and partnersCreating a more complete user experience with better online ‘self help’ service for customers / partners – becoming more self sufficient.Deeper insight into our customer/partner base and their issues/concernsStronger bonds through company transparencyProduct DevelopmentCompetitive informationA better understanding of buyer persona (how they used our product, etc.)Collaborating on value/benefit discussions of our productsIdentifying collateral and tools that customers/prospects needThought leadership and awarenessSME influence
It was with great enthusiasm that we launched our new online community called “The HUB” early last fall. The HUB if a fast growing portal providing direct access to our support, product development, and marketing teams and allows our customers to have a voice in our future. It also allows our customers to interact with their peers to discuss issues, concerns, or just get to know each other. Together they become part of a bigger story and no longer feel like an island. The HUB is to…Share ideasAsk questionsPraise our products and servicesSuggest innovationNetwork and connectBecome a part of something bigger!
This was a pivotal time for us as an organization. As a 30 year old company, we asked ourselves how we could make our customers’ experience the best it could be. Our support organization has won many awards for their commitment to our customers, but we felt this was a one-way engagement. They came to use with a problem, we solved the problem and the engagement ended there. How could be take this model of one to one support and bring this to the logical path of one to many; effectively solving problems for all customers. Allowing the engagement to live and mature, truly developing a relationship with our customers instead of just being a place they come when something is wrong. With this question, our brand community journey began. As we started to plan the community alignment with our support organization, we realized that many of our business units could benefit from this form of engagement and relationship building. So we approached the other customer-facing streams to align this strategy to their goals as well. The desire to become a part of this program was fueled because we approached stakeholders early in the planning stage which is VITAL to the adoption of this program. In order to bring the community culture to our entire company, we really needed to assess our overall readiness as an organization. We identified 4 keys points to assuring our community readiness: Business Strategy AlignmentCommunity Business ModelCommunity ArchitectureCritical Success Factors
This is where is it critical to establish your champions, both customer and internal advocates. This stage is where you can really establish your community as an active part of your business goals. At this stage it is also important to establish community KPI’s for reporting to stakeholders on a regular basis. When these metrics align with the purpose of their business streams, adoption will be much easier. This is also where if you have not developed a global content calendar, you will see difficulty. Providing a regular cadence of events, programs and company updates gives the community the sense they are truly engaged with your company and your goals.
This is the stage we are currently. We are beginning to see wide-scale engagement and starting to feel the momentum of our community adoption. This is a great time to review the original goals of our stakeholder and see if we are still finding those relevant now that we have experience what our community wants. Again, we embarked on this to give our customers a better experience. Have we done that or are we once again telling them what WE think they want to hear.
