BMC Communities in Digital Experience (JiveWorld 2016)
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— Matt Laurenceau, Community Strategist @Matt_L BMC Communities Integrating the Community in the Experience of Customers
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Transcript of BMC Communities in Digital Experience (JiveWorld 2016)
—
Matt Laurenceau, Community Strategist@Matt_L
BMC CommunitiesIntegrating the Community in the Experience of Customers
BMC CommunitiesSocial hub, creating bigger & faster Customer Wins through transparent & authentic collaboration (peer to peer, interactions with R&D), leading to revenue growth for BMC
30k New content / yearcommunities.bmc.com
BMC Communities: Matt Laurenceau @matt_L
Integrated Digital Experience: Vision Fo
rres
ter
BMC Communities: Matt Laurenceau @matt_L (Source: Tweet)
Integrating the Community in the Experience of Customers1. Digital venues and Customer journey
2. Customer Onboarding
3. Events / User GroupsBMC Communities: Matt Laurenceau @matt_L
Digital Venues & Customer Journey
BMC Communities: Matt Laurenceau @matt_L
ID of Need Awareness Research Evaluation Purchase Implement Support Loyalty
WWW
BMC Communities
Docs AdvocateHubSupport
Digital Venues: Bridging content storesSeamless Search: Google Powerful Search: Coveo
Not yet: Docs, Communities, Advocate Hub
BMC Communities: Matt Laurenceau @matt_L
Quickly went from 0% to 30%
Fostering Engagement from all teams
Support, Engineering, Documentation, Education or Marketing team members help the Community to win.
Why do they engage?• Community engagement gives compelling outside-in perspective• Launching a Program is 5x quicker, 2x cheaper than using traditional
platforms
BMC Communities: Matt Laurenceau @matt_L
—Digital Venues & Customer JourneyResults
9% of traffic sourcesare from otherbmc.com venues 220k Visits / month
(more than sum ofSupport and Docs)57% Repeat
(71% sources = Natural Search)
BMC Communities: Matt Laurenceau @matt_L
Stats Source: Adobe Marketing
Customer Onboarding
We had no way to welcome new Customers and give them actionable resources to easily grab the low hanging fruits and quickly succeed with BMC Products
Customer Onboarding
BMC Communities: Matt Laurenceau @matt_L
Customer Onboarding: Next Steps
BMC Communities: Matt Laurenceau @matt_L
—Customer OnboardingCurrent Results
• Creating content is a very healthy task• Business Units « skin in the game » for success• Customers are appreciative and demanding
Creates very relevant (and constant)traffic & engagement in the Community
Physical World
The IRL interactions had no synergy with online collaboration:• No interactions to prepare Event• Actions during Event were not visible to the Community• No follow-up conversations after the Event
BMC Communities: Matt Laurenceau @matt_L
Physical World: local Events WhyExample: 4k UV / month from FR
Before Event• Blog post in Local User Group• Geo-popup (Qualtrics)
After Event• Speakers to upload pres• Prepare Next Event
Works even better in non-English speaking countries (LATAM, Europe)
BMC Communities: Matt Laurenceau @matt_L
Qualtrics: tech details
Magic engagementon any web site,without coding
BMC Communities: Matt Laurenceau @matt_L
—Physical World EngagementResults and next StepsLocal User Groups:• « Great to eventually be able to
chat with you over a few
drinks »
• Awareness 2x, Engagement 10x
Engage WW Event:• Fostering registrations
• Merging the experience: registration, mobile
app (content, challenges)
Takeaways
One company.Walking the Digital talk
BMC Communities: Matt Laurenceau @matt_L
February 2016 Survey results• ~900 responses• 81%+ daily or weekly usage• Significant NPS improvement40%
10%1%
2%
—Thanks
BMC Communities: Matt Laurenceau @matt_L
