Product Help as THE Foundation for SCRM | SugarCon 2011


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Social Help Centers, or product help communities, are used by some of the world's largest brands to increase revenues. These provide a foundation for Social Customer Relationship Management (SCRM) and help to create new customers, power personalized marketing and sales, extract social intelligence, up-sell/cross-sell, and drive down support costs.

So why do you start with your product help? Product help is the #1 place your prospects and current customers are investigating before making a purchasing decision and ramping up their projects. So how does that tie into Social CRM? Social CRM isn't just about integrating with social tools like Facebook and Twitter - it's bigger than that. Social CRM is about tieing in social tools like Facebook and Twitter PLUS understanding user and prospect motivations, behavior, perhaps even adding a co-creation layer (think wiki-like experience), and escalating feedback mechanisms. Think about it - you're giving your users pride of ownership, engaging content, a democratization of information. Now you're starting to build a community. OK great. But we're in the business to make money, right? So what if we applied a CRM layer on top of this community? Ah ha! Now this is how we increase our bottom line.

Attend this thought-provoking session and see how multi-billion dollar companies, like Autodesk, HP Palm, and Intuit are leveraging the power of their product and help docs.

Presented by Aaron Fulkerson, CEO, Mindtouch, at SugarCon 2011

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Product Help as THE Foundation for SCRM | SugarCon 2011

  1. 1. Product Help as the foundation for Social CRM<br />@roebot that’s me on Twitter; <br />pssst…you should follow me. <br />
  2. 2. Product Help <br /><ul><li>Should be as exceptional as marketing materials
  3. 3. Product help and docs are a part of due diligence
  4. 4. Two reasons customers return to website</li></li></ul><li>help1.0<br />
  5. 5. help2.0<br />
  6. 6. MindTouch makes the world's most respected social knowledge base. <br />We power purpose-built help 2.0 communities that connect companies with their customers. <br />Millions use our software every day.<br />
  7. 7. Help 2.0 Bridges Traditional Tools with Social and Analytics<br />Desktop Authoring<br />and Traditional Support Tools<br />Analytics<br />Providing a bridge for social/community capabilities and analytics<br />People and Social Tools<br />
  8. 8. The Help 2.0 Revolution Will Be Documented, Socially.<br />Buyers expect it<br />Customers demand it<br />Lower support costs<br /><ul><li>Ticket deflection, call time</li></ul>Improve quality of support<br />Actionable insights<br /><ul><li>Customers and users
  9. 9. Help effectiveness
  10. 10. Product, Marketing, Sales
  11. 11. Personalization</li></li></ul><li>TWO Reasons 90% of customers visit a vendors’ website<br />
  12. 12. 1. Because they don’t know how to use your product(s)<br />
  13. 13. F1<br />2. Become kick butt Experts<br />Subtitle for F1 section to start<br />
  14. 14.
  15. 15.
  16. 16.
  17. 17.
  18. 18. Personalization<br /><ul><li>Support
  19. 19. Marketing
  20. 20. Sales</li></li></ul><li>
  21. 21.
  22. 22.
  23. 23.
  24. 24.
  25. 25. Social KB Article<br /><ul><li>Wiki style collaborative authoring
  26. 26. Moderation and workflows
  27. 27. Adaptive search
  28. 28. Just-in-time content and social stats
  29. 29. CurationAnalytics
  30. 30. Rich media support</li></li></ul><li>Social KB Article<br /><ul><li>A ladder of participation
  31. 31. Community scoring and feedback</li></li></ul><li>Machine Translation<br /><ul><li>Co-authoring</li></li></ul><li>Social Impacts All Markets<br /><ul><li>Reinvigorating tired and even declining markets</li></li></ul><li>Social Knowledge base <br />and <br />Contextual help<br />One definitive source—used everywhere<br />
  32. 32. Code name: F1<br /><ul><li>An embed away
  33. 33. Button (or page fold)
  34. 34. Stylized hyperlink</li></li></ul><li>Code name: F1<br /><ul><li>Contextual social help</li></li></ul><li>Code name: F1<br /><ul><li>Quora X Digg
  35. 35. I have a question, or answer
  36. 36. I know where there is relevant content on this topic </li></li></ul><li>F1<br /><ul><li> Community based
  37. 37. Updated real time
  38. 38. Contextual Help</li></li></ul><li>
  39. 39. Code name: F1<br /><ul><li>Content recommendation
  40. 40. Based on behavior
  41. 41. Based on social insights</li></li></ul><li>Badging<br />
  42. 42. Questing<br />
  43. 43. 3 Community Principles<br />
  44. 44. Ladder of participation<br />Provide a ladder of participation<br />Ease and encourage participation <br />
  45. 45. Layer <br /><ul><li>Loosely coupled
  46. 46. Less risk
  47. 47. Better experience</li></li></ul><li>Context<br /><ul><li>Minimize context switches
  48. 48. Provide context (to customers, sales, marketing, support)</li></li></ul><li>Product Help as the foundation for Social CRM<br />@roebot that’s me on Twitter. <br />Pssst…you should follow me. <br />