This document discusses how branded communities can benefit companies by enabling customer engagement and driving product discussions. It provides examples of how communities have helped lower support costs, leverage word-of-mouth marketing, gather customer insights for new products, and engage entire user bases. The bottom line is that customer communities can improve the customer experience and generate valuable customer contacts across the lifecycle.
Delivered at the TDWI Executive Summit, Las Vegas, Feb 2010. Discusses socila medial and its relationship to business intelligence. Copyright William Baker.
In this ebook, Eric Paquette and Kevin Clancy deliver a first-hand account about how marketers have built a superior base of knowledge about their Brand Advocates to create a true competitive advantage.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
Is your brand at the center of your marketing program?BusinessOnline
Today, consumers are presented with so many variables that affect their purchasing decision. New competition is arising every day. Real-time information is readily available. And social media technology has led to a flood of brand-consumer communication channels. For these reasons, it has become even more important to have a well-defined brand.
GolinHarris Insights: Social Media Week ChicagoGolin
If you weren't able to make it out to Social Media Week in Chicago September 19-23, we have you covered. The GolinHarris team put together insights from the panels they attended to give you topline takeaways from the week.
Drive More Revenue from Your Social Strategy in 2013Get Satisfaction
http://ow.ly/hsc9k, Thanks to social platforms, we all know that organic, customer-generated praise is the holy grail of marketing — but even the most trafficked mentions have short shelf lives and aren’t discoverable by search engines. So how do you capitalize on the conversations that are going on about your brand? How do you engage your customers and prospects and measure ROI? During this opening keynote session, Azita Martin, VP of Marketing for Get Satisfaction will discuss how to:
Extend the shelf life of social conversations
Operationalize word-of-mouth marketing
Place customer conversations and praise in relevant places on your website…
…All in a way that’s discoverable by search engines, customers, and prospects to drive engagement and conversions.
Delivered at the TDWI Executive Summit, Las Vegas, Feb 2010. Discusses socila medial and its relationship to business intelligence. Copyright William Baker.
In this ebook, Eric Paquette and Kevin Clancy deliver a first-hand account about how marketers have built a superior base of knowledge about their Brand Advocates to create a true competitive advantage.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
Is your brand at the center of your marketing program?BusinessOnline
Today, consumers are presented with so many variables that affect their purchasing decision. New competition is arising every day. Real-time information is readily available. And social media technology has led to a flood of brand-consumer communication channels. For these reasons, it has become even more important to have a well-defined brand.
GolinHarris Insights: Social Media Week ChicagoGolin
If you weren't able to make it out to Social Media Week in Chicago September 19-23, we have you covered. The GolinHarris team put together insights from the panels they attended to give you topline takeaways from the week.
Drive More Revenue from Your Social Strategy in 2013Get Satisfaction
http://ow.ly/hsc9k, Thanks to social platforms, we all know that organic, customer-generated praise is the holy grail of marketing — but even the most trafficked mentions have short shelf lives and aren’t discoverable by search engines. So how do you capitalize on the conversations that are going on about your brand? How do you engage your customers and prospects and measure ROI? During this opening keynote session, Azita Martin, VP of Marketing for Get Satisfaction will discuss how to:
Extend the shelf life of social conversations
Operationalize word-of-mouth marketing
Place customer conversations and praise in relevant places on your website…
…All in a way that’s discoverable by search engines, customers, and prospects to drive engagement and conversions.
Morley using social crm to build competitive advantageZeus of Marketing
Blog reference: At this point I invite you to read the attached white paper, which covers additional benefits and implementation stages for using SCRM to build a competitive advantage. FYI, I helped develop this whitepaper for my client Morley (www.morleynet.com), a great partner for managing contact centers as they do so for several Fortune 500 companies.
Learning From Listening - Utilizing Social Media MonitoringAlterian
The emergence of digital channels and internet-based social media has created a new world of communications. In order to stay ahead of your competition understanding these conversations and engaging within them is key to marketing success. This presentation goes through how to utilize Social Media Monitoring as market research to further engage your prospects and customers.
1. The business value of community management.
2. The functions of a community manager from a business perspective.
3. Tips on identifying, hiring, training and managing community managers.
Presentation delivered at General Mills for MIMA on 16 November 2011
How to Build Social Campaigns into your Website (FULL DECK)BusinessOnline
Social Media marketing is not all about Facebook, Twitter and Youtube. A major contributor to the success of a social media marketing program is how well you leverage your website visitors to engage and share information on their social networks.
With today’s technology you are able to add many features to your website to make it social and help generate buzz. However, it takes careful planning and a centralized platform to properly manage all the social features. In this webinar we will cover the strategy and planning process for adding social features to websites and the capabilities provided by the CrowdFactory platform to make the implementation and performance reporting much easier.
Key Points of Interest:
• Importance of the Earned Media in Social Media Marketing
• Finding ways to integrate social features into your website
• Measuring engagement and identifying influencers
Morley using social crm to build competitive advantageZeus of Marketing
Blog reference: At this point I invite you to read the attached white paper, which covers additional benefits and implementation stages for using SCRM to build a competitive advantage. FYI, I helped develop this whitepaper for my client Morley (www.morleynet.com), a great partner for managing contact centers as they do so for several Fortune 500 companies.
Learning From Listening - Utilizing Social Media MonitoringAlterian
The emergence of digital channels and internet-based social media has created a new world of communications. In order to stay ahead of your competition understanding these conversations and engaging within them is key to marketing success. This presentation goes through how to utilize Social Media Monitoring as market research to further engage your prospects and customers.
1. The business value of community management.
2. The functions of a community manager from a business perspective.
3. Tips on identifying, hiring, training and managing community managers.
Presentation delivered at General Mills for MIMA on 16 November 2011
How to Build Social Campaigns into your Website (FULL DECK)BusinessOnline
Social Media marketing is not all about Facebook, Twitter and Youtube. A major contributor to the success of a social media marketing program is how well you leverage your website visitors to engage and share information on their social networks.
With today’s technology you are able to add many features to your website to make it social and help generate buzz. However, it takes careful planning and a centralized platform to properly manage all the social features. In this webinar we will cover the strategy and planning process for adding social features to websites and the capabilities provided by the CrowdFactory platform to make the implementation and performance reporting much easier.
Key Points of Interest:
• Importance of the Earned Media in Social Media Marketing
• Finding ways to integrate social features into your website
• Measuring engagement and identifying influencers
Social Media for Sustainable Business [Fall 2010 Refresh]Earthsite
[UPDATED with extensive 'applications' section and new 'trends' information]
Social media has changed marketing and sustainable business is perfectly positioned to leverage this technology.
This is a presentation given to the Presidio MBA program by JoeyShepp.com, new media maven. It covers social media trends, principles, case studies, and how-to topics.
Twitter @JoeyShepp your question about new media and sustainability.
The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
Social Media 2010: Competitive Advantage and SurvivalPatsy Stewart
The Salem-Roanoke County Chamber hosts a seminar Social Media 2010: Competitive Advantage and Survival, presented by Entwine Inc. The seminar will focus on changing the mindset of Company Owners and Senior level Executives and educate them on Social Media and how it will impact their business whether they participate or not.
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
Should Your Company Use Social Media Marketing?Sallie Burnett
Everyone is talking about social media. Your competitors may have launched a blog, Facebook page or Twitter account. What kind of “homework” should you do before you take the plunge into the social media waters?
This presentation goes beyond just social media and will include high level strategy as well as low level tactics. It also introduces the importance of engagement in creating and deepening your relationship with brand ambassadors.
Specific case studies are included as well as options for calculating ROI.
User generated content marketing - JustKapture InnovationsManish Agarwal
"User Generated Content" Marketing has a great potential for all industries. It's the best way to marketing or promote your product n services. It's like Word-of-mouth publicity.
Visit Us : http://www.justkapture.com/
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...the bureau, digital agency
IBM presentation: Twitter for business - Microblogging goes to work by Delphine Remy-Boutant, WW Social Media Marketing Manager IBM SWG - Digital Media Barcelona event 16th September
3. A global leader in customer engagement
powers
70K customer communities
utilized by
35M consumers
to connect with brands & products that matter to them
3
5. "Social is not a business revolution, it is a
communication revolution with human
emotions!“
- Paul Greenberg
@pgreenbe
#SMM
#SocialMedia
#CRMidol
#CRMwatchlist
#revolution
9. Communi
ty!
What’ What’s
s In It In It For
For Consu
Bran #SCRM
mers
#SocialCustomer
#CustServ
#CMO
ds #SocBiz
10. Just What is Community…
AND HOW DO I GET ONE!
#verucasalt
11. “59% of consumers say that user
generated reviews have a
significant impact on their buying
#bic4her behaviors.”
Source: Monetate
12. “58% of Facebook users
have Liked a brand”
#Facebook #Marketing #SocialMedia
13.
14. 30% of customer
questions &
compliments get no
reply!
Source: Tweetsmarter
Companies
on Twitter get
2x the
number of
#LessAmbitiousMovies #SoEmbarrassing #MomQuotes
15. Average value of products #Pinterest
first seen on Pinterest = $179.86
#Pinchat
#SMM
Source: FastCompany
YASN!
19. Social networks not the primary
place where people go to learn
about products
Only 20% of consumers use social networks
to research products vs. 81% use company
website What Consumers do to Learn about a Product or Service
20. Branded Community
enabling deeper
engagement
GS brings word of mouth
social posts into community
Community SEO makes word of
mouth discussions searchable
GS widgets allow advocate
posts to be surfaced on their
web site
#Mindjet #management #mindmap
21. Company websites are where
people learn about products
81% of consumers use company websites as
primary source to research products
22. company websites to
be more like their
experiences on social
networks.”
Incyte, “To Monetize Open Social
Networks, Invite Customers to Be More
Than Just
“Friends”, 7/2012, http://www.incytegroup.
24
com
23. Branded Community drives
product discussions
Community widgets placed
throughout the purchase flow
Community SEO makes word of
mouth discussions searchable
GS brings word of mouth content
that is product specific
24. Branded Communities for 9
International Markets
GS Federated Search
leveraging their existing KB
Get Satisfaction Facebook
Application included on Timeline
Get Satisfaction Hootsuite
Integration for Social Support
25. Relevant content drives customer
#3
engagement
Top Reasons Consumers Participate in a
Branded Customer Community
27
26. Lowering Support Costs & Leveraging
Word-of-Mouth Marketing
•Overview Benefits
• Non-denominational Christian diet • 85% decrease in email volume
and lifestyle organization to support
•Challenges • 70% decrease in repetitive
• High email volume questions
• Repetitive support questions • Drove traffic to key events,
• Lack of search in knowledge base promotions, and products
prevented self-service
• Received valuable new ideas
•Goals from customers
• Customer self-service
“Get Satisfaction helped with
• Community powered by fans
marketing, as well as support. We can
highlight praise for a new product from
the community and share it in a
Facebook thread without seeming so
sales focused,” Laura Hudson, Social
Media Coordinator
27. #4
83% of consumers are
willing to advocate
• 83% of consumers are
very willing to
become on-line brand
advocates
• 42% of consumers are
willing to be on-line
advocates without
incentive
41% of FB users have shared
a link, video, or post about 39% of people have
a brand tweeted about a brand.
- AYTM - AYTM
28. Driving Product Ideation & Innovation
•Overview Benefits
• Creates popular screen capture • Engaged new Mac user base –
and recording software including 100,00 downloads & 445,000
Snagit, Camtasia & Jing
conversations
•Challenges
• Saved $300-500K on UX
• Did not understand Mac users research
• Needed to gather insight for new
Mac product • Kept support headcount steady
•Goals • Refined marketing messages
• Understand expectations, needs
“Now we can develop highly targeted
and preferences of Mac users
messaging faster and earlier because
• Engage entire user base in agile
development process
customers tell us in their own words what
they care about, why they like the
product, and more. As a result, going
into our official product launch, we’re
more confident in our feature set,
messaging, usability, and software
stability.” Katie Moor, Product
Marketing Manager
36. The Customer
Why are all my friends talking
Lifecycle about Brand X?
Potent
I love Brand X!
Make sure you get
Discover
ial
the extra spicy version
Custo
What’s the difference
between Brand X
Advocate Evaluate
mers
and Brand Y?
Loyalty The Promotions
Programs
Here’s the best way Brand
to set up the product Where can I buy it?
Which version?
Bond
Buy
Existin
g I wish the product
had more features
Experience #CXM
#SocBiz
#CustomerJourney
Custo
38. 1:
• Establish a branded community
• Develop community mgmt processes
• Integrate with social media presence
Culture
• Embed community content in marketing, product
2:
and support processes
• Build cross functional team support
• Integrate with line of business applications
• Map business processes according to customer
3:
journey
• Develop active customer advocacy
• Measure your results
#Culture #Community #SocBiz #SocialCustomer #SOCAP #NPS
Last year I was on this same stage and declared that brands are lies, half-truths and good intentions. I did not say that as a statement about brand integrity but rather an observation about how textbook brand building accepts as a core premise that brands can and will shape points of view about them. We know this not to be true today, and as brands embrace social technologies to engage fans, followers, and friends they are increasingly coming to the conclusion that content created by and for customers has value well beyond the initial interaction, and that is what I am here to talk about today, building a community around your brand.
If you want to know me follow me on twitter, connect to me on linkedin, and read my blog. Like all of you, my identity is a function of who I am and what I care about and smart companies are figuring out how to interact with me on each dimension.
The pace of technology innovation in the consumer space has accelerated in recent years and as a result the pressure on businesses to react to these new approaches and channels has increased dramatically. Here’s where we are right now, social networks and mobile first are current state mainstreaming, so let’s talk about the implications for social.
Social technology is a communication revolution with enormous business implications. Not only are consumers interacting with companies differently, employees are also undergoing a parallel evolution in how they interact with each other and the external world.
This is stating the obvious, the old controlled and methodical way is giving way to a new normal
This new normal is chaotic and unpredictable because it fundamentally puts consumers in the center and people are messy and complicated.
Consumers are calling the shot, declaring when and where you will interact with them. Phone, email, and web have given way given way to phone, email, web, twitter, facebook, reviews, comments, SMS, and community interactions.
So what is this thing called communityCommunity is not someplace you send your customers, it is at it’s core about putting user generated content – the stuff people write about you and your products – on the same plane as the stuff you write about yourself. Community is what you wrap around your business to and rely on to develop unique and actionable insights about what your customers care about, how they use your products, how their interactions with you will cause or frustrate them in future purchases. Community is about getting more from the customers you already have as well as using them to help you acquire new customers.
Let’s take a look at a spectrum of customer focused technologies that conspire to facilitate community engagement
Customer reviews are familiar to anyone with an ecommerce experience and while they valuable in terms of collecting feedback they also demonstrate shortcomings that impair them as a feedback mechanism. They are at their core an asynchronous behavior, the person writing the review has no expectation of a response and brands struggle with integrating reviews in customer support because of the lack of identifiable customer information, you don’t know who they are or even if they actually own the product. The bigger issue with reviews is that they don’t scale well, the more reviews a product has the noisier the reviews get and the less useful they are. How many people have looked at an Amazon product, or even purchased on based solely on the number of reviews? Typically this happens in a fungible environment where 2 products are viewed as interchangeable. Reviews also tend to be affirmative or dissuading in nature, they don’t help a consumer actually select a product, but rather reinforce something they intend to buy or may be on the fence about.
Facebook brand pages are a critical component in a b2c and b2b market presence.Facebook brand pages don’t’ integrate well with line of business applications, and at the end of the day your customers are creating content that Facebook controls, not you.
Forums are as old as dirt and continue to have utility where brands want to maintain presence and control but not be the primary
Twitter will remain a foundation communication channel to your customers but the half life of tweets and customer imposed urgency around response times means you don’t get second chances.CRI Research found that tweets not responded to in 6 days resulted in a significant shift in customer sentiment, roughly 60% of consumers said they would reconsider future purchases from that company. Integrating Twitter into your community channel is critical, but doing so in a manner that doesn’t require every tweet to have a bespoke response is essential. Using customer generated community content as a content management tool under twitter is a good tactic.
Yet another social network… but Pinterest is worth calling out just because the engagement levels are so high and brands have a unique ability to present themselves in an entirely visual manner. This underscores another challenge that community strategies have to accommodate, not all content is text.
Let’s talk about community in the context of content and use a model that is well established in the media landscape – owned, earned, and paid Owned is the stuff you create and publish on your assetsBought is what you pay other people to create and/or hostEarned is what your customers and other interested parties post about you, which could be long form content, 140 characters or reposting/sharing what other people put out.That in a nutshell is community… it recognizes that you get the most leverage from causing others to co-create with you and then curate on your behalf.
This much we know, social networks are where people go to connect and discover, not evaluate. They will use content in social networks to inform and affirm their intentions but thy do not have an expectation of using Facebook like a website.
An example is Mindjet, which pulls content in from Twitter and Facebook as part of their community experience, and then directs search traffic to content specific and relevant to the query. Positive feedback and dynamically curated FAQs are then published to their web assets in realtime.
The ability to improve the web experience with community content and interactive features is a proven strategy and aligns well with stated consumer preferences to have more engagement through websites.
This is not to say that consumers want to post status updates on your website, but they do want the ability to share/tweet/like content. They also want to gain the perspectives of other customers, both to maximize the value of products and services they already have, but also to consider additional offerings the company makes available to them. Many CPG brands have also been at the forefront of a shift in how to market. Pampers, one of our customers, has moved away from marketing the technical attributes of diapers and offering promotion after promotion. They use their community to support a customer journey as a new parent takes a newborn to potty training. In effect Pampers is positioning their community as a primary consumer affairs offering for questions like “Where can I get a coupon” but also taking feedback about product ideas and helping parents with resources that help them with parenting.
While we are on infant and toddler products, a retailer in the UK is using Get Satisfaction in a commerce environment, connecting community and FAQ with ratings and reviews. When looking at a car seat or travel system, a site visitor is not going to get an answer to a question about the weight or feature set of a product in a review, nor will they have answered a question about isofix bases or whether or not the car seat fits their ford focus.That is where community comes in, social Q&AThe result is profound, fewer calls to the call center, higher 1st call resolution rates, and lower shopping cart abandonment rates.
Netflix wants their Facebook page to be more like a website, and rather than have Facebook locking up that content they want it exposed to search engines like google and bing. They use a Get Satisfaction community in their brand page and the result is a highly interactive experience that scales better and has a longer shelf life than Facebook Wall posts.
Resolution drives everything. The top 3 rules about customer engagement are:Be human, don’t treat your customer like an account number or a field in a scriptGive a complete answer that resolves their problem or questionBe prompt about it
Lastly, customer brand loyalty is rich and diverse. It used to take years to build loyalty and when you had it it was durable… today loyalty is achieved quickly but is very fickle.
[Read bullet list](e.g. Reduced support costs for companies like Mint)