Talking points of JiveWorld16 presentation, describing how the external Community is part of the overall Customer journey.
Experience live on http://communities.bmc.com/.
Some more details in https://community.jivesoftware.com/groups/jiveworld16/blog/2016/03/16/the-next-step-in-digital-integration-and-a-question-for-you
BMC Communities in Digital Experience (JiveWorld 2016)
1. —
Matt Laurenceau, Community Strategist
@Matt_L
BMC Communities
Integrating the Community in the
Experience of Customers
2.
3. BMC Communities
Social hub, creating bigger & faster
Customer Wins
through transparent & authentic
collaboration (peer to peer,
interactions with R&D), leading to
revenue growth for BMC
30k New content / year
communities.bmc.com
BMC Communities: Matt Laurenceau @matt_L
5. Integrating the Community in the
Experience of Customers
1. Digital venues and Customer journey
2. Customer Onboarding
3. Events / User Groups
BMC Communities: Matt Laurenceau @matt_L
6. Digital Venues & Customer Journey
BMC Communities: Matt Laurenceau @matt_L
ID of Need Awareness Research Evaluation Purchase Implement Support Loyalty
WWW
BMC Communities
Docs
Advocate
HubSupport
7. Digital Venues: Bridging content stores
Seamless Search: Google Powerful Search: Coveo
Not yet: Docs, Communities, Advocate Hub
BMC Communities: Matt Laurenceau @matt_L
Quickly went from 0% to 30%
8. Fostering Engagement from all teams
Support, Engineering, Documentation, Education or Marketing
team members help the Community to win.
Why do they engage?
• Community engagement gives compelling outside-in perspective
• Launching a Program is 5x quicker, 2x cheaper than using traditional
platforms
BMC Communities: Matt Laurenceau @matt_L
9. —
Digital Venues & Customer Journey
Results
9%
of traffic sources
are from other
bmc.com venues 220k
Visits / month
(more than sum of
Support and Docs)
57% Repeat
(71% sources = Natural Search)
BMC Communities: Matt Laurenceau @matt_L
Stats Source: Adobe Marketing
10. Customer Onboarding
We had no way to welcome new
Customers and give them actionable
resources to easily grab the low hanging
fruits and quickly succeed with BMC
Products
13. —
Customer Onboarding
Current Results
• Creating content is a very healthy task
• Business Units « skin in the game » for success
• Customers are appreciative and demanding
Creates very relevant (and constant)
traffic & engagement in the Community
14. Physical World
The IRL interactions had no synergy with online collaboration:
• No interactions to prepare Event
• Actions during Event were not visible to the Community
• No follow-up conversations after the Event
BMC Communities: Matt Laurenceau @matt_L
15. Physical World: local Events
Why
Example: 4k UV / month from FR
Before Event
• Blog post in Local User Group
• Geo-popup (Qualtrics)
After Event
• Speakers to upload pres
• Prepare Next Event
Works even better in non-English speaking
countries (LATAM, Europe)
BMC Communities: Matt Laurenceau @matt_L
17. —
Physical World Engagement
Results and next Steps
Local User Groups:
• « Great to eventually be able to
chat with you over a few
drinks »
• Awareness 2x, Engagement 10x
Engage WW Event:
• Fostering registrations
• Merging the experience: registration, mobile
app (content, challenges)
18. Takeaways
One company.
Walking the Digital talk
BMC Communities: Matt Laurenceau @matt_L
February 2016 Survey results
• ~900 responses
• 81%+ daily or weekly usage
• Significant NPS improvement40%
10%
1%
2%
Launch magic:
Display a tab, a popup, slider, or embed
Launch a survey
Settings:
URL where to appear
Percentage of visitors
Geo location
Days between display
Track:
Impressions, CTR
Survey (NPS, etc.)