This document discusses TomTom's online community engagement and its business value. It notes that TomTom has worked with third-party communities since 2005 and launched its first community forum in 2011. The forum now receives 300,000 monthly visits and has over 50,000 registered users. The document outlines TomTom's strategy for building support among internal stakeholders and selecting the right community platform. It describes factors for a successful launch, including community structure, participation guidelines, and promotion. The value of highly engaged "superuser" members is highlighted, such as providing cost-effective support and meaningful product feedback. Results so far include a global multilingual community and support contact reduction.

1. TomTom Discussions
Community engagement and business value
Kenneth Refsgaard
Team Lead Online Support and Community Manager

2. WORLD LEADER
IN LOCATION AND
NAVIGATION
PRODUCTS
AND SERVICES
OVER 3,500
EMPLOYEES
WORLDWIDE
BASED
IN
AMSTERDAM
2

3. Background
• Worked with 3rd party
communities since 2005
• Launched 1st March 2011
• English, French and German
• 300,000 visits per month
• >50,000 registered users

4. Building the internal case for community
• Clear business objective
• Broad alliance within the business
• Engagement strategy
• Select the right solution

5. Three launch success factors
• Community structure
• The „30-10-10 rule‟
• 5-10 posts per day, per
board
• Promotion
• Start BIG, no „pilots‟
• Manage participation
• The „48 hour rule‟

6. A superuser on TomTom Discussions
• Registered 1st March 2011
• 4,100 posts
• 672 kudos
• 255 accepted solutions
• 30-70 hours per week

7. Building a community of superusers
• The 1:9:90 rule
• Ranks and rewards
• Develop relationships
• Superuser program

8. • Meaningful product feedback
• Cost-effective and scalable support
• Advocacy – voices that other customers trust:
“Amidst all of this negative sentiment, I'd just like to add some
encouragement. HD Traffic and IQ Routes save me between twenty and
forty minutes in traffic almost every single day. I have not been able to
find a better, or even remotely similar solution, at any price, to my daily
traffic challenges. So thank you for what has already been
achieved, even if we still always crave ever more!”
The value of superuser engagement

9. Results so far
• Global community (in
English, French and
German)
• Superusers spend 20 to 50
hours per week
• 15% reduction in support
contacts
• Powerful product feedback
from community
United
Kingdom
28%
United States
17%
France
11%
Germany
11%
Australia
5%
Netherlands
4%
Canada
4%
Italy
3%
Belgium
2%
Spain
2%
Other
13%

10. Thank you
Any questions?