SlideShare a Scribd company logo
1 of 1
Download to read offline
Sephora
community
superfans
spend 10x more
than average
customers
the direct impact
of community on
monetization is
purchase influence
the Best Buy community
generates $5M in
support savings and
sales advocacy annually
The National Instruments
support community saves
$7.5M per year in
call deflection
30 Lenovo superfans
have created 1,200
knowledge base articles and
44% of accepted solutions
the indirect impact of community
on monetization is:
marketing
effectiveness
increased
innovation
moving directly from
acquisition to monetization
is a poor strategy
Facebook is great for awareness;
communities are best for conversion
your performance gear, the part of the machine that
helps you convert, deliver, satisfy and upsell.
key challenge: it’s easy in the short term, but impossible
in the long term without all of the other gears
is your monetization gear spinning?
•	Are your social strategies fully integrated with your
monetization engines (e.g., your e-commerce and CRM system)?
•	Do you have strategies to innovate the social customer
experience in your customer community (i.e., do you focus on
the point of transaction or the customer journey to that point)?
•	Do you engage your potential customers before monetization?
•	Do you continue to engage your customers after monetization
and enlist your most passionate customers?
•	Are your business KPIs well-aligned with the type of
community you have developed (e.g., are you looking to
deflect calls with a support community or increase SEO
with a marketing community?)
strong customer relationships increase loyalty
and enable repeat monetization
reduced
support costs
skipped or weak engagement/
enlistment gears:
•	generates churn
•	devalues the brand
•	restricts growth
•	increases cost of lead gen
awareness
interest
desire
action
Lithium social software helps the world’s most iconic brands increase loyalty, reduce support costs, drive
word-of-mouth marketing and accelerate innovation. The leader in social customer experience, our SaaS
platform turns social customer knowledge into support at scale and customer passion into competitive edge.

More Related Content

More from Lithium

Lithium Telecom Social CXP in 2013
Lithium Telecom Social CXP in 2013Lithium Telecom Social CXP in 2013
Lithium Telecom Social CXP in 2013
Lithium
 
Lithium - National Instruments Webcast - Social Support Maturity - August, 2012
Lithium - National Instruments Webcast - Social Support Maturity - August, 2012Lithium - National Instruments Webcast - Social Support Maturity - August, 2012
Lithium - National Instruments Webcast - Social Support Maturity - August, 2012
Lithium
 

More from Lithium (20)

The 4 Gears from The Science of Social 2
The 4 Gears from The Science of Social 2 The 4 Gears from The Science of Social 2
The 4 Gears from The Science of Social 2
 
Lithium Get Serious About Online Communities
Lithium Get Serious About Online CommunitiesLithium Get Serious About Online Communities
Lithium Get Serious About Online Communities
 
#SeriousAboutSocial Webcast
#SeriousAboutSocial Webcast#SeriousAboutSocial Webcast
#SeriousAboutSocial Webcast
 
Forrester Case Study: Giffgaff uses co-creation to build a differentiated mob...
Forrester Case Study: Giffgaff uses co-creation to build a differentiated mob...Forrester Case Study: Giffgaff uses co-creation to build a differentiated mob...
Forrester Case Study: Giffgaff uses co-creation to build a differentiated mob...
 
Get Serious About Social Customer Engagement
Get Serious About Social Customer EngagementGet Serious About Social Customer Engagement
Get Serious About Social Customer Engagement
 
Get Serious About Social Customer Care
Get Serious About Social Customer Care Get Serious About Social Customer Care
Get Serious About Social Customer Care
 
Superfans
Superfans Superfans
Superfans
 
Best Practices Ideation
Best Practices IdeationBest Practices Ideation
Best Practices Ideation
 
MarketingProfs 2012 State of Social Media
MarketingProfs 2012 State of Social Media MarketingProfs 2012 State of Social Media
MarketingProfs 2012 State of Social Media
 
Gold in Them Hills: Computing ROI for Support Communities
Gold in Them Hills: Computing ROI for Support CommunitiesGold in Them Hills: Computing ROI for Support Communities
Gold in Them Hills: Computing ROI for Support Communities
 
Building Customer Networks for Successful Word of Mouth Marketing
Building Customer Networks for Successful Word of Mouth MarketingBuilding Customer Networks for Successful Word of Mouth Marketing
Building Customer Networks for Successful Word of Mouth Marketing
 
Telesperience customer-experience-benchmark-2013 asi8-d3sd
Telesperience customer-experience-benchmark-2013 asi8-d3sdTelesperience customer-experience-benchmark-2013 asi8-d3sd
Telesperience customer-experience-benchmark-2013 asi8-d3sd
 
Lithium - Get Serious About Social ROI
Lithium - Get Serious About Social ROILithium - Get Serious About Social ROI
Lithium - Get Serious About Social ROI
 
Lithium Telecom Social CXP in 2013
Lithium Telecom Social CXP in 2013Lithium Telecom Social CXP in 2013
Lithium Telecom Social CXP in 2013
 
Lithium - Get Serious About Social
Lithium - Get Serious About SocialLithium - Get Serious About Social
Lithium - Get Serious About Social
 
Lithium - National Instruments Webcast - Social Support Maturity - August, 2012
Lithium - National Instruments Webcast - Social Support Maturity - August, 2012Lithium - National Instruments Webcast - Social Support Maturity - August, 2012
Lithium - National Instruments Webcast - Social Support Maturity - August, 2012
 
Social Customer Experience Why it Matters, What it Means for your Brand
Social Customer Experience Why it Matters, What it Means for your BrandSocial Customer Experience Why it Matters, What it Means for your Brand
Social Customer Experience Why it Matters, What it Means for your Brand
 
Facebook and Beyond - Lessons for Brand Engagement with Social Customers
Facebook and Beyond - Lessons for Brand Engagement with Social CustomersFacebook and Beyond - Lessons for Brand Engagement with Social Customers
Facebook and Beyond - Lessons for Brand Engagement with Social Customers
 
Social Support Maturity
Social Support MaturitySocial Support Maturity
Social Support Maturity
 
Lithium- The Science of Influence
Lithium- The Science of InfluenceLithium- The Science of Influence
Lithium- The Science of Influence
 

Recently uploaded

Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Finding Java's Hidden Performance Traps @ DevoxxUK 2024Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Victor Rentea
 

Recently uploaded (20)

Introduction to FIDO Authentication and Passkeys.pptx
Introduction to FIDO Authentication and Passkeys.pptxIntroduction to FIDO Authentication and Passkeys.pptx
Introduction to FIDO Authentication and Passkeys.pptx
 
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
 
Cyber Insurance - RalphGilot - Embry-Riddle Aeronautical University.pptx
Cyber Insurance - RalphGilot - Embry-Riddle Aeronautical University.pptxCyber Insurance - RalphGilot - Embry-Riddle Aeronautical University.pptx
Cyber Insurance - RalphGilot - Embry-Riddle Aeronautical University.pptx
 
JavaScript Usage Statistics 2024 - The Ultimate Guide
JavaScript Usage Statistics 2024 - The Ultimate GuideJavaScript Usage Statistics 2024 - The Ultimate Guide
JavaScript Usage Statistics 2024 - The Ultimate Guide
 
How to Check CNIC Information Online with Pakdata cf
How to Check CNIC Information Online with Pakdata cfHow to Check CNIC Information Online with Pakdata cf
How to Check CNIC Information Online with Pakdata cf
 
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....
TEST BANK For Principles of Anatomy and Physiology, 16th Edition by Gerard J....
 
ADP Passwordless Journey Case Study.pptx
ADP Passwordless Journey Case Study.pptxADP Passwordless Journey Case Study.pptx
ADP Passwordless Journey Case Study.pptx
 
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)
 
Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Finding Java's Hidden Performance Traps @ DevoxxUK 2024Finding Java's Hidden Performance Traps @ DevoxxUK 2024
Finding Java's Hidden Performance Traps @ DevoxxUK 2024
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and Insight
 
Vector Search @ sw2con for slideshare.pptx
Vector Search @ sw2con for slideshare.pptxVector Search @ sw2con for slideshare.pptx
Vector Search @ sw2con for slideshare.pptx
 
ERP Contender Series: Acumatica vs. Sage Intacct
ERP Contender Series: Acumatica vs. Sage IntacctERP Contender Series: Acumatica vs. Sage Intacct
ERP Contender Series: Acumatica vs. Sage Intacct
 
Event-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream ProcessingEvent-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream Processing
 
Introduction to use of FHIR Documents in ABDM
Introduction to use of FHIR Documents in ABDMIntroduction to use of FHIR Documents in ABDM
Introduction to use of FHIR Documents in ABDM
 
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
 
Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdf
Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdfFrisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdf
Frisco Automating Purchase Orders with MuleSoft IDP- May 10th, 2024.pptx.pdf
 
State of the Smart Building Startup Landscape 2024!
State of the Smart Building Startup Landscape 2024!State of the Smart Building Startup Landscape 2024!
State of the Smart Building Startup Landscape 2024!
 
Continuing Bonds Through AI: A Hermeneutic Reflection on Thanabots
Continuing Bonds Through AI: A Hermeneutic Reflection on ThanabotsContinuing Bonds Through AI: A Hermeneutic Reflection on Thanabots
Continuing Bonds Through AI: A Hermeneutic Reflection on Thanabots
 
ChatGPT and Beyond - Elevating DevOps Productivity
ChatGPT and Beyond - Elevating DevOps ProductivityChatGPT and Beyond - Elevating DevOps Productivity
ChatGPT and Beyond - Elevating DevOps Productivity
 
Human Expert Website Manual WCAG 2.0 2.1 2.2 Audit - Digital Accessibility Au...
Human Expert Website Manual WCAG 2.0 2.1 2.2 Audit - Digital Accessibility Au...Human Expert Website Manual WCAG 2.0 2.1 2.2 Audit - Digital Accessibility Au...
Human Expert Website Manual WCAG 2.0 2.1 2.2 Audit - Digital Accessibility Au...
 

The Fourth Gear - Monetization

  • 1. Sephora community superfans spend 10x more than average customers the direct impact of community on monetization is purchase influence the Best Buy community generates $5M in support savings and sales advocacy annually The National Instruments support community saves $7.5M per year in call deflection 30 Lenovo superfans have created 1,200 knowledge base articles and 44% of accepted solutions the indirect impact of community on monetization is: marketing effectiveness increased innovation moving directly from acquisition to monetization is a poor strategy Facebook is great for awareness; communities are best for conversion your performance gear, the part of the machine that helps you convert, deliver, satisfy and upsell. key challenge: it’s easy in the short term, but impossible in the long term without all of the other gears is your monetization gear spinning? • Are your social strategies fully integrated with your monetization engines (e.g., your e-commerce and CRM system)? • Do you have strategies to innovate the social customer experience in your customer community (i.e., do you focus on the point of transaction or the customer journey to that point)? • Do you engage your potential customers before monetization? • Do you continue to engage your customers after monetization and enlist your most passionate customers? • Are your business KPIs well-aligned with the type of community you have developed (e.g., are you looking to deflect calls with a support community or increase SEO with a marketing community?) strong customer relationships increase loyalty and enable repeat monetization reduced support costs skipped or weak engagement/ enlistment gears: • generates churn • devalues the brand • restricts growth • increases cost of lead gen awareness interest desire action Lithium social software helps the world’s most iconic brands increase loyalty, reduce support costs, drive word-of-mouth marketing and accelerate innovation. The leader in social customer experience, our SaaS platform turns social customer knowledge into support at scale and customer passion into competitive edge.