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Design Your Customer Community For Maximum Engagement

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http://ow.ly/hsc9k, 5 Mistakes Companies Make When Using Customer Communities

Kim Celestre of Forrester Research and Matt Wallace from Volunteer Match talk about leveraging a customer community to drive engagement and provide an excellent customer experience.

This webcast provides you with a playbook to help transform your online community into a thriving, interactive network of customers and best practices to create a healthy and active online customer community. Then you will hear from VolunteerMatch, a nonprofit organization about leveraging customer community to gather feedback, provide self-service support and engage with your customers.

Learn how to:

•Identify and incentivize brand advocates
•Turn fleeting social conversations into valuable resources that are discoverable by customers, prospects, and search engines
•Drive innovation based on the feedback of your most active customers
•Enable self-service, community-based support

ABOUT THE PRESENTERS:

Kim Celestre, Senior Analyst Forrester - Kim serves Technology Marketing Professionals. Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics that increase customer value. Her research focuses on B2B marketing, with a specific emphasis on the use of social networks and online communities to drive technology adoption and shape buying behaviors.

Matt Wallace, VolunteerMatch - Matt joined VolunteerMatch as a Community Support associate in July 2011. Currently, he works on the Communications team as Senior Associate in charge of Nonprofit Relations. He is responsible for engaging VM’s network of nonprofits through webinars, blogs, social media and online content found in the Learning Center. A certified online moderator, Matt helped launch the VM Community Page and established it a successful support platform for the website’s network of users. Before joining VolunteerMatch, Matt worked as an online advertising consultant.


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Design Your Customer Community For Maximum Engagement

  1. 1. Design Your Community For Maximum EngagementKim Celestre, Twitter: #SCRMSenior AnalystForrester ResearchMatt WallaceSenior associate of Nonprofit RelationsVolunteerMatch
  2. 2. About Get Satisfaction Get Satisfaction is the leading customer engagement platform, designed to build authentic relationships between customers and companies. 35 million 70,000 consumers/ Customer month Communities To ask questions, Connect with each other share ideas and the companies they and report problems care about Twitter: #SCRM @Getsatisfaction 2
  3. 3. Drive Real Business Results 1,000 Product Champions per Month athenahealth Client feedback and insight into R&D 1200 Product Ideas from the Community 50% Decrease in Support Costs 75% Reduction in Support Tickets 9 Brand Communities Twitter: #SCRM @Getsatisfaction 3
  4. 4. Kim Celestre, Matt WallaceSenior Analyst Senior associate ofForrester Research Nonprofit Relations VolunteerMatch
  5. 5. Design Your Community ForMaximum EngagementKim Celestre, Senior AnalystForrester Research
  6. 6. Today’s Agenda It Takes A Village Get Long Term Results Create A Vibrant Member Network Social Marketing Starts With Community© 2012 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. It Takes A Village© 2012 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. You Already Have A Community© 2012 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. But Sustaining Engagement Is Often Easier Said Than Done 1. Lack of customer insight 2. Use of the wrong community approach 3. Lack of alignment with customers’ evolving needs 4. The common perception: “Build it and they will come.” 5. A failure to align internal resources© 2012 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. Determine Your Customers’ Social Profile Source: September 18, 2012, “Exploring The Social Technographics Ladder: Creators” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. Choose The Right Approach Community Strategy Matrix Source: August 6, 2012, “CLICK: A Design Framework For Online B2B Communities” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 11
  12. 12. Understand Your Customer’s Evolving Needs Source: September 5, 2012, “2012 Social Technographics Of Your Community Prospects” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. Never Assume That If You Build It, They Will Come© 2012 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. Align Your Internal Resources Source: “Organizing For Community Success” Upcoming Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. Get Long Term Results© 2012 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. Careful Planning Pays Off Source: October 30, 2012, “The Essential Steps To Community Success” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. The Right Approach Delivers Long Term Results Energized community members Loyal customers Reduced costs More sales opportunities© 2012 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Energized community members© 2012 Forrester Research, Inc. Reproduction Prohibited 18
  19. 19. Loyal customers This active customer replied 830x to other members‟ questions and comments. She follows 35 community topics.© 2012 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. Reduced costs OMGPop reduced daily support requests by 80% since they have deployed a customer community© 2012 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. More Sales Opportunities Community Interactions Social Intelligence Source: December 9, 2011, “Automating Lead-To-Revenue Management” Forrester report 21
  22. 22. Create A Vibrant Customer Network© 2012 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. Communities Impact Decisions “Across each stage of the adoption process, which of the following sources of information influences your decision-making?” 35% 30% Blogs 25% 20% Online video Professional social networking sites 15% Support/discussion forums 10% Virtual events/ Facebook trade shows 5% 0% LinkedIn Twitter Awareness Scope Plan Select Implement Roll out Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers© 2012 Forrester Research, Inc. Reproduction Prohibited 23
  24. 24. Oh, The Places You Can Go! A Well-Structured Community Influences The Entire Customer Journey Source: June 29, 2012, “Power Your Brand Ecosystem With Social Media” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. Social marketing starts with building an active community© 2012 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. Be A Community Hero Create valuable interactions with your customers  Remember, if you have customers, you have a community!  Online support opens doors to influence other stages of the journey  Provide knowledge assets that positively impact business outcomes  Use a platform that facilitates interactions and incentives© 2012 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. Thank youKim Celestre Engage beyond this event:+1 650.581.3810 Community:kcelestre@forrester.com http://forr.com/CommunityTMTwitter: @KCelestre Blog: http://forr.com/BlogTM
  28. 28. Matt WallaceSenior associateof Nonprofit Relations
  29. 29. Agenda  VolunteerMatch background & business problem  GetSatisfaction solution  Question & Answer Twitter: #SCRM @GetSatisfaction
  30. 30. VolunteerMatch • The Web‟s largest volunteer network: • More than 80,000 nonprofits • 150 network partners • 8 million visitors each year • Founded in 1998 • Our mission: Strengthening communities by making it easier for good people and good causes to connect • Currently has 73,838 volunteer opportunities • Has generated 6,329,342 online connections • Estimated social value of $630,404,485 Twitter: #SCRM @GetSatisfaction
  31. 31. Building a dynamic,navigable FAQ • 16 different products supported • Need to provide thorough, personalized services and answers • Relatively small staff (39 employees) supporting 8 million visitors a year • Limited formal channels for soliciting user ideas and feedback • Wanted to leverage their huge network for: • Feedback • Product innovation • Self-serve support Twitter: #SCRM @GetSatisfaction
  32. 32. Wanted: An Online Solutionto Better Engage with Our Network • Provide thorough, personalized services to network of users • Customers can give feedback and share best practices • Users use self service to find their own answers instantly • Get real-time feedback from people using the service • Identify new ideas and let our customers rank them Twitter: #SCRM @GetSatisfaction 32
  33. 33. Agenda  VolunteerMatch background & business problem  GetSatisfaction solution  Question & Answer Twitter: #SCRM @GetSatisfaction
  34. 34. Why Get Satisfaction• Product tags to easily quantify FAQ and categorize new ideas• Early, easy tracking of possible bugs + data collection for quick issue resolution• Connect organizations, veteran volunteers, and relative newbies to one another• Assist in the overall goal of connecting great people to great causes! Twitter: #SCRM @GetSatisfaction
  35. 35. Adoption is increasing and we‟regetting positive feedback frommembers• Over 1,900 topics to-date• More than 2,386 active users• More efficient support with the rapid adoption of self-service• Numerous product ideas already implemented Twitter: #SCRM @GetSatisfaction 35
  36. 36. Community for easy,self-serve support! • An overall decrease in all inbound email inquiries • Increased efficiency of support team due to fewer support emails • Less clutter in the FAQ section, as users are finding answers on their own! Twitter: #SCRM @GetSatisfaction 36
  37. 37. Community for product innovation, issueanalysis, & resolution! • Generating tons of useful feedback and new product ideas • Quantifiable analysis of „pain-points‟ in the UI Twitter: #SCRM @GetSatisfaction
  38. 38. Agenda  VolunteerMatch background & business problem  GetSatisfaction solution  Question & Answer Twitter: #SCRM @GetSatisfaction
  39. 39. Questions?Twitter: #SCRM @GetSatisfaction
  40. 40. Contact us! Call (877) 339-3997 or visit us onlinewww.getsatisfaction.com/corp/solutions

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