Find Your Advocates- Sanjay Dholakia Lithium


Published on

Published in: Education, Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Find Your Advocates- Sanjay Dholakia Lithium

  1. 1. Find Your Advocates, Drive Tangible Returns with Customer Communities<br />Sanjay Dholakia, Chief Marketing Officer, Lithium Technologies<br />Online Marketing Summit, San Francisco, June 25, 2009<br />
  2. 2. Lithium Technologies<br />140 customers<br />200 communities<br /><ul><li>20MM registered users
  3. 3. 100MM posts last year
  4. 4. 3B user sessions last year
  5. 5. 1B page views/month</li></li></ul><li>To Reach the Edge, Build a Stronger Core<br />
  6. 6. Three Reasons Companies Create Communities<br />Accelerate Innovation<br />300% increase in beta program participation.<br />Reduce Costs<br /> $10MM savings from 1.4MM calls deflected annually<br />Increase Sales<br /> 41% increase in purchases by customers who visit community <br />
  7. 7. FICO<br /><ul><li>The FICO score is the world’s most-used credit score.
  8. 8. FICO scores are used in 3 out of 4 mortgage originations in the U.S.
  9. 9. FICO has sold more than 100 billion scores to date.</li></ul><br />
  10. 10. FICO Forums<br /><ul><li>The FICO Forums launched in March 2007.
  11. 11. 850,000 members have used the forums since then.
  12. 12. 35% growth in usage month-on-month since launch.
  13. 13. Accomplishes FICO’s educational mission.
  14. 14. 41% increase in purchases by forum users.</li></li></ul><li>Some Rules of Thumb for Forums<br />90-9-1<br />At any given time, 90% of users browse, 9% contribute casually, and 1% contribute frequently.<br />Within a 30-day period, 10% of the people who see an invitation to community will come, and 10% of those will post.<br />30-10-10<br />5-10<br />An average of 5-10 posts per day per forum or more is the point at which communities begin to grow consistently.<br />
  15. 15. FutureShop<br /><ul><li>Canada’s largest retailer of consumer electronics with over 131 stores from coast to coast.
  16. 16. Owned by BestBuy.
  17. 17. 10,000 employees and $2 billion sales annually.
  18. 18. Known for innovation and for satisfying the most demanding “techno-geeks.”</li></li></ul><li>FutureShop Community<br /><ul><li>FutureShop launched two communities (French and English) in June 2007.
  19. 19. Includes blogs, forums, live events, and other features.
  20. 20. 80,000 members, more than 150,000 contributions.
  21. 21. Won $1MM BestBuy Chairman’s Innovation Award, 2008.</li></li></ul><li>Three Ways to Go Wrong<br />Promotion<br />Failing to properly promote the community is the #1 reason communities fail.<br />Structure<br />Getting the topical structure wrong is the second most common failing.<br />Superusers<br />Finally, all that won’t matter if you can’t attract and keep those highly active users – some of whom are your customer advocates!<br />
  22. 22. Comcast<br /><ul><li>The largest provider of cable television and Internet services in the U.S., with 24 million subscribers.
  23. 23. Long suffering from a reputation for poor customer services.
  24. 24. Subject of detractor sites like</li></li></ul><li>Comcast Help & Support Forums<br /><ul><li>Comcast introduced support forums in 2006.
  25. 25. A recent redesign makes solution-providing customers the “stars” of the community.
  26. 26. Millions of customers have used the community, and usage has more than doubled in the past year.</li></li></ul><li>Comcastcares<br /><ul><li>Comcast introduced the Comcastcares support channel on Twitter in March 2008.
  27. 27. More than 20,000 interactions over the past year.
  28. 28. Frank’s work has garnered coverage from Businessweek, New York Times, and the Boston Globe.</li></li></ul><li>Why Idea Engines Are Important<br />
  29. 29. Actionable Analytics Are Key<br />
  30. 30. Real-Time Data Matters Too<br />
  31. 31. Combining Web Analytics with Community Analytics<br />
  32. 32. Real, Quantifiable Returns<br />Increase organic search traffic coming to the web site<br />For many companies, the community quickly becomes the largest generator of organic search traffic.<br />Improve customer satisfaction and retention<br />Community users remain customers up to 50% longer.<br />Reduce costs<br />In support, community resolutions are 90% less expensive than direct support resolutions. <br />Increase word-of-mouth marketing & sales <br />Millions of from new product innovations.<br />Share of voice increases of 30% or more.<br />Community users spend 40% more.<br />
  33. 33. Thank You<br />Sanjay Dholakia<br /><br />@sdholakia<br />@LithiumTech<br />