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Building World-Class Online Communities 2014 Liferay Conference


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n order to thrive in today's competitive market, companies are using online communities to nurture their relationships both internally and with customers. Recently, a fast-growing number of companies are using a new mechanism for nurturing customer relationships: online communities. These firms are finding that their gated communities are beginning to have sizable impacts. As these stories become better known, companies are increasingly getting excited about the potential of online customer communities. This session will explore the strategies and benefits that online communities have brought to organizations. Learn how companies experience sizable impacts from their communities by helping customers get more value from their products and services, enabling their companies to develop better products and services, providing improved after-sale service and developing more effective market channels.
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Building World-Class Online Communities 2014 Liferay Conference

  1. 1. Building World Class Online Communities Vanessa DiMauro CEO and Managing Director, Leader Networks @vdimauro
  2. 2. • Vanessa DiMauro is the founder and CEO of Leader Networks, a research and strategy consulting company that helps organizations succeed in social business and B2B online community building. • 20 years experience leading online communities. • Many clients have won industry awards such as Forrester’s Groundswell, B2B Marketing Award, and SNCR’s Excellence in Communications. • Her work has been covered by leading publications such as the New York Times, the Wall Street Journal and Forbes. • Recently named a one of 40 top social marketing masters worldwide by Forbes. • Former Executive-In-Residence at Babson College’s Olin School of Management, holds both a B.A. and M.A. from Boston College and blogs at
  3. 3. #LRNAS2014 Online Community Leaders… Copyright © Leader Networks 2014 Photo credit: Martin Fisch
  4. 4. #LRNAS2014 Fact Online community can fuel revenue; a significant increase (of at least 18%) in post-launch expenditure from community customers can be attributed to their joining the community. Puneet Manchanda et. al. Social Dollars: The Economic Impact of Customer Participation in a Firm- sponsored Online Customer Community, 2013 Copyright © Leader Networks 2014
  5. 5. #LRNAS2014 Fact 60% of IT executives now view collaboration software as a critical or high priority for conducting business today. July 2013 Forrester Research report "Setting the Technology Foundation for Your Social Business and Collaboration Strategy," Copyright © Leader Networks 2014
  6. 6. #LRNAS2014 Fact Communities generate a 67% lift in a brand’s Net Promoter Score compared to those customers not engaged with a brand socially. Millward-Brown, Owning Your Brand's Social Community Drives More Shoppers and Sales, July 2014 Copyright © Leader Networks 2014
  7. 7. #LRNAS2014 Four Business Drivers Fueling The Case For Community Ability to scale and achieve greater efficiencies. Increased self-service opportunities Greater customer intimacy which leads to increased customer satisfaction Increasing access to customer ideas to accelerate speed to market and successful adoption. Copyright © Leader Networks 2014
  8. 8. #LRNAS2014 Copyright © Leader Networks 2014
  9. 9. Photo by ShutterRunner - Creative Commons Attribution-NonCommercial License Created with Haiku Deck Create vision Target & segment audience Validate plan Identify performance measurements Benchmark competition & best of breed Choose tools and features Pilot launch Align operations The Community-Building Process Copyright © Leader Networks 2014 #LRNAS2014
  10. 10. #LRNAS2014 The Community Success Equation Member Needs Business ROI Online Community Success Copyright © Leader Networks 2014
  11. 11. What AMAZING Online Communities Do MINE the insights shared online Marketing: Events, Market Message, Prospective Customer Education HR: Staffing, Future skill needs, hiring, employee engagement Customer Care: Customer support, Ideation, Knowledge sharing, problem solving Partners: Education and training, engagement, support And ALIGN Copyright © Leader Networks 2014 #LRNAS2014
  12. 12. Copyright © Leader Networks 2014 #LRNAS2014
  13. 13. Copyright © Leader Networks 2014 #LRNAS2014
  14. 14. People come for content and stay for community! Copyright © Leader Networks 2014 #LRNAS2014
  15. 15. Copyright © Leader Networks 2014 Example: Building The Case For Social How can the company apply strategy best practices to examine the opportunity for social business leverage? • Developed strategy at the C-suite level • Created potential, varied revenue models • Vetted model with customers and partners • Identified internal thought-leaders to lead the charter. • Beta tested with 500 strategy practitioners before launch. Situation SolutionQuestion Complications Build a private online community Their audience is elusive – CSOs and CRO of top companies globally Their consultancy focused on a high-touch model, but scale was a barrier Palladium Group is a consulting and conference firm whose founders invented the Balanced Scorecard measurement system (Robert Kaplan and David Norton). •Help BSC practitioners share knowledge •Increase customer intimacy and raise awareness of products and services •Tap into leading trends in strategy execution •Create a new revenue-generating service line for Palladium Group Many offerings means many markets #LRNAS2014
  16. 16. Copyright © Leader Networks 2014 #LRNAS2014 16 Palladium XPC Sales Marketing / Web-site Customer Service Advisory Boards Conferences Education, Training & Certification Maintenance & Support Pre-sales Product & Service Delivery Expanded Use Awareness about Palladium‘s point of view, expanding the marketing impact Prospects learn from other customers & understand offerings, a valuable sales tool. Access to thought leaders & ideas from other customers, yields new leads for increased service. Access to education & training. Deepens knowledge, adds revenue. Online events integration & impact. (registration, pre- post-event discussions) Operational Impact Of Community: Palladium
  17. 17. The Future Of Online Communities The collaboration recipe = 1 to 2 large networks + 1 to 2 niche communities Large networks are consolidating while smaller/gated communities deepen in specialization Thought leadership is the new currency of online collaboration.Copyright © Leader Networks 2014 #LRNAS2014
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