SMT: Adding Value with Online Community


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Slide deck accomanying Social Media Today's 12/18 webcast: Adding Value with Online Community

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SMT: Adding Value with Online Community

  1. 2. Adding Value with Online Community Brought to you by and Media Sponsor
  2. 3. About this Webinar <ul><li>Submit your questions in the GotoWebinar presentation window </li></ul><ul><li>Follow along and share your thoughts on Twitter at #SMTwebcast </li></ul>How you can Share
  3. 4. Panel Members Maggie Fox (@maggiefox), our moderator, is the founder and CEO of Social Media Group, helping businesses navigate the new socially engaged web. She is a leading communications and content expert and a frequent and sought-after speaker on the importance and use of social media in the enterprise. Rachel Happe (@rhappe) is Co-Founder and Principal at The Community Roundtable, a peer network for community and social media managers, and has over fifteen years of experience with emerging enterprise technologies including social networking, ecommerce, and software applications. Neil Beam is Sr. Manager of Channel Strategy at AT&T, serving as a guiding voice on projects affecting the customer's web experience. His expertise emphasizes Multi-Channel Retail, Social CRM, and WoM Marketing. Neil recently authored the ROI chapter for WOMMA's 2009 Measurement Guidebook. Francois Gossieaux is a partner and co-founder at Beeline Labs, helping clients create new customers by humanizing themselves and their brands. He is also a senior fellow and board member with the Society for New Communications Research, and co-leads the yearly Tribalization of Business Study.
  4. 5. Community Maturity Model TM
  5. 6. Why Communities? <ul><li>Targeting influential customers can increase WOM effectiveness by ~50% over random seeding. </li></ul><ul><li>> 80% of the potential value of seeding programs by targeting fewer than 5% of the potential audience. </li></ul><ul><li>Communities aggregate influencers and amplify their messages. </li></ul>Source: “Building Customer Networks for Successful Word of Mouth Marketing,” Lithium Technologies Whitepaper, 2009.
  6. 7. Source of ROI from WOM <ul><li>Reduce costs </li></ul><ul><li>Increase revenue </li></ul><ul><li>Acceleration effects </li></ul><ul><li>Amplify impact of other media </li></ul><ul><li>Offers learning and insight </li></ul>
  7. 8. Forrester’s ROI Methodology Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  8. 9. Online Community
  9. 10. Online Community
  10. 11. Community Stats <ul><li>> 100,000 posts </li></ul><ul><li>> 10,000 registered users </li></ul><ul><li>> 30 million pages viewed </li></ul><ul><li>> 350,000 searches </li></ul><ul><li>< 2 yrs old </li></ul><ul><li>> 1.3 million posts </li></ul><ul><li>> 2.2 million registered users </li></ul><ul><li>> 750 million pages viewed </li></ul><ul><li>> 36 million searches </li></ul><ul><li>< 7+ yrs old </li></ul>Relative Size U-Verse Wireless
  11. 12. Resources <ul><li>WOMMA </li></ul><ul><li>Metrics Best Practice Guidebook </li></ul><ul><li> </li></ul><ul><li>Forrester </li></ul><ul><li>Report: “The ROI of Online Customer Communities” </li></ul><ul><li> </li></ul><ul><li>Lithium </li></ul><ul><li>Whitepaper: “Building Customer Networks for Successful Word of Mouth Marketing” </li></ul><ul><li> </li></ul>
  12. 13. Thanks for Joining Us <ul><li>This webinar will be available on-demand at . Stop by to learn more and continue the discussion! </li></ul><ul><li>To learn more about Social Media Group visit </li></ul><ul><li>Find our panelists and connect with them through the site: </li></ul>