How to create an award-winning community - Community Conference 2014

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Vincent Boon, an award-winning community manager, spoke at Community Conference 2014 in Copenhagen on April 3rd about how to create a thriving community.

Community Conference is organised by Seismonaut. www.communityconference.dk

Published in: Social Media, Business, Technology
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How to create an award-winning community - Community Conference 2014

  1. 1. How to create an award-winning community @VincentBoon
  2. 2. Where we came from • Founded 2009 • Revolutionary MVNO • World-Leading Community • Founded 2012 • Community Management • Managing Telefonica Communities globally
  3. 3. Transforming Business with Online communities Transforming the relationship between customers and Brands To shape the Future of Businesses across the World
  4. 4. xxx BREAKING DOWN BARRIERS BETWEENYOUR COMPANY AND YOUR CUSTOMERS
  5. 5. We empower customers A classic support forum: High FTE involvement, struggles during traffic peaks By effectively managing the community and applying the right processes, we’ve developed a cheap, highly scalable and efficient channel. Peer-to-peer communities: Little FTE involvement, customers solve the majority of questions ?? !!! FTEs Customers Company Empowered Customers Customers !!! ??
  6. 6. Why DON’T we use Social Media sites like: ? • No ownership of platform • Likes ‡ Purchases or Brand loyalty • Less engagement • Competition with other Brands • No search engine • No MGM, Knowledge Base or Ideas Platform • Not fit for customer support
  7. 7. Online Community Benefits Increase Sales Improve Customer service Product/Service Development Brand advocacy Marketing & PR Market Research COSTS SALES
  8. 8. The Philosophy Which Underpins a Great Community 1. Mutuality 2. Member Involvement 3. The collective good 4. Simple 5. Respect 6. Feedback 7. Ideas
  9. 9. Mapping Community Relationships Relationship mapping helps us to: • Virally spread information in the community • Understand who the key influencers are • Manage sentiment during service issues • Effectively manage relationships between members The amount of community relations per active member is critical to the success and health of the community.
  10. 10. Relationship Map of Super-users
  11. 11. Profiling Expertise & Interests By profiling expertise and interests, we are able to: • Connect people with similar interests • Manage effective support and advice. • Further develop our members’ expertise • Get members involved Services PAYM Broadband O2 Wallet TU Go Others… Products iOS Android Windows Blackberry Otherareas Help Discussions Feedback Off-topic As a result of effective profiling, we’ve been able to: • Create user generated self serve guides • Develop a 13-fold increase in discussions & feedback • Get far higher engagement on specific events • Create applications, marketing material, etc. A thriving community needs a team facilitating conversations between members with similar interests.
  12. 12. Managing Member Lifecycles We get customers involved by: • Engaging with members and build personal relationships • Having scheduled interactions with each member, specific to each engagement stage • Tracking interaction rates between stages and encourage participation • Managing churn to gain a deeper understanding of improvement areas Readers Contributors Helpers Time EngagementLevel Customers want to help out, but they don’t always know how. Show how fulfilling it can be and they will.
  13. 13. Monitoring Service Levels Our analysis shows that: • 53-65% of all questions are resolved, at no cost to the business • Up to 82% gets partly resolved and benefits from community input • Only 18% of all questions are directly deflected to customer support To increase the self helpfulness of the community, you can: • Run community demand analysis to help tweak your contact strategy • Analyse the not and partly resolved categories to create additional self help content and improve processes Fully Resolved; 53% Ongoing/ unknown, 12% Partly resolved; 17% Not resolved; 18% Community Service Levels These results are highly scalable as any increase in size of the community, increases the amount of contributors
  14. 14. 100% visits Knowledge Base 22.4% Email an agent 0.3% Community 77.1% Post in community 0.2% Search & Browse behaviour Average response time 2hrs (8am – 6pm) Average response time Below 3 minutes (24/7) Best Practice
  15. 15. A Quick Comparison of Communities Within a Similar Industry 1146 215 220 463 891 145 7 2174 653 957 1505 1279 101 24 0 500 1000 1500 2000 2500 EE (296 threads) O2 (1089 threads) BT (1639 threads) Vodafone (1653 threads) Virgin (2676 threads) Sky (11446 threads) giffgaff (11810 threads) Response and resolution times, sorted by # threads per month Resolution time (min) Response time (min) 12 100 100 21 22 2 12 FTEs:
  16. 16. 37% Call deflections In 6 Months provided 7.229 Customer solutions 4.5 Millions Solution views £291K Savings
  17. 17. 44,813 4,692SolutionsPosts 1,227,472Minutes online 927,515 Page views All of this from a 11 members (Activity from 1/6/2012 – present) Impressive Combined Super User Activity
  18. 18. 3.282 ideas submitted 31.813 customer comments on ideas 4.6 Million visitors to the Idea Exchange More than 20 apps created by the community Without the Ideas Board, we wouldn’t have: • Gigabags • Blackberry App • Coverage map • Twitter integration • Giffgaff surveys • Auto Top up • Goodybags • Christmas party 2011 • Topping up via vouchers • Sim in a box • Phone Apps in various guises • Giffgaff T-Shirts • Mobile Version of the community • Mini Statements • Splash Page for service Outages • Forgotten username feature And many more………
  19. 19. User Generated Content Members create many guides and videos
  20. 20. • People connect on the go and it’s our community that leads the way and supports that • With well over 20 different mobile applications created • And downloads of these applications running into the 100.000’s
  21. 21. Memoman 5000 promotional leaflets Community lead projects
  22. 22. Adamf referral brochure Community lead projects
  23. 23. Did You Know.. (visual comparisons) by joshaw Community lead projects
  24. 24. Community lead projects
  25. 25. Goodybag stand by adamf Community lead projects
  26. 26. Over 100.000 Micro SIMs total and 8000 Nano SIMs per month send
  27. 27. The Output is Real Commercial Benefits giffgaff results: Customer Service • Customer Care saving of 50% vs traditional methods • CSAT = 79. NPS = +70 • Churn reduction • 31% Reduction in 12mth churn (Posting once in forum) • 41% Reduction in 12mth churn (Reading more than 5 pages) • 52% Reduction in 12mth churn (Receiving any Payback) • Reduced CPA • SuperUsers activate an average of 40 other paying customers • Any forum participation doubles your likelihood to activate a friend • Overall referrals from customers > 25% of all acquisition
  28. 28. Three Key Goals to Make a Community Work for the Business • Signposting • Full integration in CRM program and the communications throughout a customers lifecycle • Deflections from all channels • Internal awareness 1. Raising Community Awareness • Regular & varied incentives • Forum as discussion platform • Accessibility 2. Increasing Activity & Participation • Defining key metrics /targets • Understanding what’s important to the business (call deflections, increased sales, engagement, extension of the brand, product development, etc.) 3. Quantifying Business Benefits The more you integrate your community into your business processes, the more value you get out
  29. 29. Vincent Boon – Chief Community Officer @VincentBoon

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