Building World-Class Online Communities 2014 Liferay Conference
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Transcript of Building World-Class Online Communities 2014 Liferay Conference
Building World Class
Online Communities
Vanessa DiMauroCEO and Managing Director, Leader Networks
@vdimauro
• 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 http://www.leadernetworks.com/blog/.
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Online Community Leaders…
Copyright © Leader Networks 2014
Photo credit: Martin Fisch
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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
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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
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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
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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.
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Copyright © Leader Networks 2014
Photo by ShutterRunner - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/40718898@N04 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
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The Community Success Equation
Member Needs
BusinessROI
Online Community
Success
Copyright © Leader Networks 2014
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
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Copyright © Leader Networks 2014
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Copyright © Leader Networks 2014
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People come for content
and stay
for community!
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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
Solution
Question
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
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16
Palladium XPC
Sales
Marketing / Web-site
CustomerService
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
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 specializationThought leadership is
the new currency of
online collaboration.Copyright © Leader Networks 2014
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