Building Exceptional Product Help Communities
description
Transcript of Building Exceptional Product Help Communities
Building Exceptional Help Communities
@roebot that’s me on Twitter; pssst…you should follow me.
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Product Help
• Should be more exceptional than marketing materials
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help 1.0
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Social Impacts All Markets
• Reinvigorating tired and even declining markets
• Requires exceptional experiences
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help 2.0
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MindTouch makes the world's most respected social knowledge base. We power purpose-built help 2.0 communities that connect companies with their customers.
Millions use our software every day.
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Help 2.0 Bridges Traditional Tools with Social and Analytics
Desktop Authoringand Traditional Support Tools
People and Social Tools
Analytics
Providing a bridge for social/community capabilities and analytics
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The Help 2.0 Revolution Will Be Documented, Socially.
• Lower support costso Ticket deflection, call time
• Improve quality of support• Actionable insights into
oCustomers and users oHelp effectivenesso Product, Marketing, Sales
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Personalized
• Help
• Marketing
• Sales
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Strategies for Global Audience But how does “social” impact HELP when we have a Global audience?
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Machine Translation Machine Translation
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Machine Translation Machine Translation
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Empower translation Empower your community.
They expect it.
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Cultural Accuracy comes from community (em)powered translation
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Machine Translation • Crowd Source Translation
• Combine Machine and Crowd Source
• …when appropriate
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Polyglot:Search Polyglotism
• Relate articles by language
• Stub articles and machine translate, but notify users
• Change UI to user preferences
• Language specific search
• Tell users when articles are available in other languages
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Pivot About Product/Language/Release
Root
Product A
English
Version 1
Articles Articles …
Version 2 …
Japanese
Version 1
Product B
English
…
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Community Junctions
Root
Product A
English
Version 1
Articles Articles …
Version 2 …
Japanese
Version 1
Product B
English
…
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Autodesk screen shot here
3 Community Principles
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Ladder of participation Provide a ladder of participation
Ease and encourage participation
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Loosely coupled layers
Less risk
Better experience
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Context
What’s clear to you is likely not to others in a diverse community
Prevent context switching—control the experience to deliver an exceptional one
5 Community Rules of Engagement
LAWS1. Encourage user generated content2. Establish a social contract3. Recruit community members4. Content is king5. Analyze, measure and change
COMMUNITYTHE BIRTH OF A
Requires a constitution
LAW #1
Identify the early adopters – Ask them to contribute, provide feedback
Badges, social recognition, leaderboards
ENCOURAGE USER GENERATED CONTENT
Organize leaderboards pivot points
These are community junctions
Community JunctionsRoot
Product A
English
Version 1
Articles Articles …
Version 2 …
Japanese
Version 1
Product B
English
…
• Ladder – Make it easy to
contribute• OK with losing
some control• Participate in
discussion• Let the community
decide
• Recognize your top contributors
• Badges work• Allows you to
focus on top contributors
LAW #2
The Customer/Company Pact
Enforce your rules
Lead By Example
ESTABLISH A SOCIAL CONTRACT
• Define your community guidelines in plain English (and all other languages )
You’re the conductor – ENFORCE your own rules
• Lead by example • Practice what
you preach
LAW #3
Go where your customers are already engaged, confused, or having trouble
Advertise it in product
Twitter, Facebook, LinkedIn channels
RECRUIT COMMUNITY MEMBERS
& VAR’S
• Promote community in your software products
FIND THEM ON SOCIAL NETWORKS
LAW #4
Great content drives traffic
Tutorials, videos, how to guides
Curate user generated content back to community
CONTENT CONTENT CONTENT
Example of engaging
contentCommunity
• Tutorials and guides drive a ton of traffic
• Also reduce support costs
• Act as due diligence and/or product research
Content ContentCurators
Brand Website
Tagging
Rating
Comm
entingCont
extu
aliz
ing
editing
Search
CuratedContent Brand
Audience
digital content to provide more relevant audience experience
curate
LAW #5
Derive intelligence and meaning from how content is being consumed
Create Key Community Metrics
ANALYZE, MEASURE & CHANGE
Are the support
articles meeting
our customer’s
needs?
SEARCHAGINGQUALITY
RATINGS
How old is our content across
the site?
What are people searching for and not finding?
Allow content to be rated by
users
Know what’s
RELEVANTto your Community
Use Content Analytics to quickly understand the
Watch
ACCURACY, QUALITY, AND AGING of the site’s content.
CUSTOMER BEHAVIOR through search patterns.
EXAMPLE
Deliver a quality experience
AND WATCH AS THE COMMUNITY REDUCES YOUR SUPPORT COSTS
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• Subtitle for F1 section to start
F1
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Ladder of participation Provide a ladder of participation
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Loosely coupled layers
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Context
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Social Knowledge
Base
Forums
Support ticketing
Other web properties
Existing community
tools
Contextual In product
help
One source—used everywhere
Gradual ladder of participation
Layered
In context
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A Social Knowledge Base
• Wiki-style collaborative authoring
• Content moderation and workflows
• Community scoring and feedback
• Content Curation Analytics
• Adaptive Search
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Code name: F1
• An embed away
• Button (or page fold)
• Stylized hyperlink
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Code name: F1
• Contextual social help
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Code name: F1
• Quora X Digg
• I have a question, or answer
• I know where there is relevant content on this topic
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Code name: F1
• Content recommendation
• Based on behavior
• Based on social insights
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Code name: F1
• Spotlight tour
• Based on dictionary of terms
• Based on a modified web UI
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Badging
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Questing
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This is portability!
This is reuse.
This is multi-channel
(CALIT2 TOPSAN protein structures shown in virtual reality)
Building Exceptional Help Communities
@roebot that’s me on Twitter. Pssst…you should follow me.