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Online Customer Service Marketing: A Content Strategy Love Affair

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This is the slide deck from Nikoletta Vecsei and Kirsten Gantenbein presenting at LavaCon 2015. The speaking engagement covers use cases on content collaboration efforts between marketing (pre-sales) and technical (post-sales) departments.
How marketing strategies can help solve challenges with technical content curation and distribution.
A social media case study with results to inspire others .
Insight into social customer service as a new content platform.

Published in: Marketing
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Online Customer Service Marketing: A Content Strategy Love Affair

  1. 1. #LavaCon Online Customer Service Marketing: A Content Strategy Love Affair Kirsten Gantenbein Nikoletta Vecsei @nikschen @kirstengant
  2. 2. 2 Start with a joke they said… #LavaCon@nikschen @kirstengant
  3. 3. 3 Our Story #LavaCon@nikschen @kirstengant
  4. 4. 4 EMC Isilon #LavaCon@nikschen
  5. 5. 5 Why we came together #LavaCon@nikschen
  6. 6. 6 • Content collaboration efforts between marketing (pre-sales) and technical (post-sales) departments • How marketing strategies can help solve challenges with technical content curation and distribution • A social media case study with results to inspire others • Insight into social customer service as a new content platform What we will talk about today #LavaCon@nikschen
  7. 7. 7 Social media is changing the way we engage with content #LavaCon@nikschen
  8. 8. 8 Social marketing 8 #LavaCon@nikschen Marketing owns all new communications channels Social media platforms are standard communication channel by today’s expectations • Time to pass on best practices to other communications teams • That’s how we met (ECN – newest engagement platform for EMC Isilon)
  9. 9. 9 History of communities 9 #LavaCon@nikschen Internet BBS UseNet IRC Forums Blogs Social and Communities
  10. 10. 10 Reasons for alignment with social media Broad range of audience Social, forums, quick and intense discussions Transparency = marketing is forced to be more realistic Sales and communication platform changes from paper to digital #LavaCon@nikschen
  11. 11. 11 Don’t shy away from the dirty work #LavaCon@nikschen
  12. 12. 12 • New customer community • Help customers throughout the product/service lifecycle, not just until you buy • Bridging gaps between marketing/sales promises and day-to-day experience Why join forces? #LavaCon@kirstengant
  13. 13. 13 Demonstrate empathy for our customers #LavaCon@kirstengant
  14. 14. 14 Risks? #LavaCon@kirstengant
  15. 15. 15 The difference between… Pre-Sales Content Post-Sales Content #LavaCon@kirstengant
  16. 16. 16 The difference between… #LavaCon@kirstengant Post-Sales ContentPre-Sales Content
  17. 17. 17 How do we get the right type of content on the community? #LavaCon@kirstengant
  18. 18. 18 Align documentation with social media Product documentation platform changes from paper to digital Broad range of devices Social, forums, quick and intense discussions Transparency = consistent communication about good and bad #LavaCon@kirstengant
  19. 19. 19 Technology has spoiled us #LavaCon@kirstengant
  20. 20. 20 I want to read this on my commute. I want content that only relates to me. I want content written by people I know and trust. Why is this not rendering on my phone? @kirstengant Where the @&%$ is this help topic?
  21. 21. 21 What happens if customers can’t find help content? #LavaCon@kirstengant
  22. 22. 22 How do we get the right content onto the community? #LavaCon@kirstengant
  23. 23. 23 PDFs are dying Not device friendly Not SEO friendly Hard to update #LavaCon@kirstengant
  24. 24. 24 Content strategy can lead the way #LavaCon@kirstengant
  25. 25. 2525 #LavaCon@kirstengant “…the #1 thing I can recommend is to ask tough questions about content, over and over…Change the conversation not by telling, but by asking.” -Kristina Halvorson, CEO and founder of Brain Traffic Interview excerpt from CreativeBloq, Feb 17, 2015 Content strategy can lead the way
  26. 26. 26 How do we get the right content onto the community? What device do they prefer for social and community? What type of content do they want on social media? What topics do they want to read about? Will our authoring and publishing tools support the community format? Devices Customers Content types Publishing workflows #LavaCon Who are they? @kirstengant What do they expect?
  27. 27. 27 Use Cases: Helping people find useful technical content 27 #LavaCon@Kirstengant
  28. 28. 28 Challenges 28 #LavaCon@kirstengant • EMC has multiple platforms that feature support content • Platforms have different authentication requirements • Mix of content types • Limited customer feedback • Limited document usage insights
  29. 29. 29 • Who are our users? • What do they want? • What social media channels and devices do they use? Content strategy questions 29 #LavaCon@kirstengant
  30. 30. 30 User Research: • Personas • Polls/surveys • Identify top advocates (1% of community users) and email them • Talk to them at live events @EMCWorld • “Ask the Expert” discussions on social media • Foster relationships for direct feedback Who are our users? 30 #LavaCon@kirstengant
  31. 31. 31 What do the users want? 31 #LavaCon@kirstengant Topics to focus on
  32. 32. 32 What social media channels and devices do they use? 32 #LavaCon@kirstengant
  33. 33. 33 “Hacker how-to” case study • Surveys • Two campaigns • Campaign 1 = different content types and many topics • Campaign 2 = different content types about one topic Goals • New curation ideas • Repeatable cycle 33 #LavaCon@kirstengant Redistributing content on social media
  34. 34. 34 • 4-6 week campaigns • 1 tweet per week • Featured 1 piece of content type per tweet • Special hashtags (ie: #HackerHowTo) • Engagements = retweet, favorites, or replies #HackerHowTo method #LavaCon@kirstengant
  35. 35. 35 #HackerHowTo results Top performing content types: • Community discussions • Technical blog articles 5.3 AVERAGE ENGAGEMENT PER TWEET 250% AVERAGE ENGAGEMENT PER TWEET INCREASED BY #LavaCon@kirstengant
  36. 36. 36 Community “Info Hubs” • No login required to view content • Index for content types and topics • Link to support content across many platforms • Comment and feedback forms • Continuous updates Curating topic-based content on the community #LavaCon@kirstengant
  37. 37. 37 #LavaCon@kirstengant
  38. 38. 38 On the right track: EMC Isilon Uptime Bulletin InfoHub – Issue 1 (PDF) – #LavaCon@kirstengant 111 views 8,901 views
  39. 39. 39 Evolution of social content strategy Social Media Marketing Social Re-Distribution Owned Social Channels (e.g., Communities) Integrated Social Customer Service #LavaCon@nikschen
  40. 40. 40 • Fast • Searchable • Build customer relationships • When people feel powerless, they take it public Why communities for customer support? #LavaCon@nikschen
  41. 41. 41 #LavaCon@nikschen • Customers who are social media savvy • EMC sales and solution architects Social target audience
  42. 42. 42 Missed support tweets Include “isilon,” “#isilon,” or “onefs” Complaints 8 Positive feedback/shout- outs 9 Documentation/ Community sharing 9 Inquires 3 #LavaCon@nikschen
  43. 43. 43 • Defined social customer service (CS) program based on industry best practices • Selected social savvy customer support engineers (volunteers) • Chat and social media savviness were required • Phase 1: 3 support engineers based on their expertise • 10+ hours of training • Community management • No question left behind (reactive social CS) • High value content (proactive social CS) • Social media best practices Scoping a social customer program #LavaCon@nikschen
  44. 44. 44 Results of social CS phase I 44 47% increase in daily creates 36% increase in daily page views Depth of conversation #LavaCon@nikschen
  45. 45. 45 World domination won’t come in ONE night #LavaCon@nikschen @kirstengant
  46. 46. 46 Nikoletta Vecsei Connect with me about: • Social media and community management • Email marketing • Ecommerce About the speakers Kirsten Gantenbein Connect with me about: • Content strategy • UX • Product documentation @nikschen @kirstengant
  47. 47. 47 Are you joining us for coffee? #LavaCon@nikschen @KirstenGant

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