Get Serious About Online Communities

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Get SeriousAbout OnlineCommunities

June 25, 2013



today’s speakers

Kathy BaughmanPresident & Co-Founder

ComBlu@ComBlu

Joe CothrelChief Community OfficerLithium@cothrel

@LithiumTech @ComBlu #seriousaboutsocial



© COPYRIGHT 2013, COMBLU, Inc.6

Overall Report Stats

• Looked at same industries as 2011study

• Added a few new brands

o United Healthcareo Ciscoo State Farm

• Dropped a few this yearo Dreamworkso Sony Entertainmento Anthem BC/BS

• Joined fewer communitieso More stringent criteriao Brands sunsetted properties

1@LithiumTech @ComBlu #seriousaboutsocial


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Study “Aha’s”

Overall Classification

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• Social experimentation jumpedfrom 50 to 55%, whereas thecohesive strategy category droppedfrom 42 to 37%

• Perennial top scorers dropped backin the pack

o Intel, American Express,Discovery

• Natural part of maturation processo More community experience

and sophisticated analyticso Jettisoning things that don’t

work; introducing a new era of experimentation

o Expect to see growth spurt incohesive next year

Surge in Experimentation




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2012 Top Performers

Interesting Observations• 15 brands scored ≥ 50 points, up from

12 in 2011o Six brands new to this category

AT&T, IBM, Cisco, Kraft,Sprint, T-Mobile

• Telecommunications = first industry forall brands to score ≥50




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• An additional 15 brands scored≤ 50, but high enough to makehigh wattage category

• Aetna was the most improvedwith a 30-point jump

• Dropping out of high wattagecategory this year

o Appleo Disneyo Southwest Airlineso JetBlueo Ubisofto Best Buyo Bank of America

2012 Bright Lights




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Study “Aha’s”

• Big lack of community and socialassimilation

o Brands equate community withFacebook presence; measuresuccess by # of fans or shares

• “Likes” ≠ “relationship with customer” • Community = “go -to” destination

o Product info, knowledge, sharedinsights, mentorship, brandconnection

o Deeper discussions andinteractions

• Optimize and leverage both for bestresults

Community vs. Facebook




© COPYRIGHT 2013, COMBLU, Inc.11 6

ENGAGEMENT: WHAT NOT TO DO





Worst Practices

1 Moderating comments, stories andphotos before posting

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2 Asking for information at registration andpromising to drive pertinent content…butnever delivering on promise

3Leaving up hopelessly outdated content,campaigns and conversations





Worst Practices

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Displaying a “what’s new” banner and

never showing anything new

Asking members to submit success storiesbut never disclosing selection or siteinclusion criteria





DELIVER ON YOUR COMMUNITYMISSION





Great Engagement Tactics

Used community and social to crowdsource a graphic novel thatbecame the basis for creative product launch.

Roady Awards: Celebrates high-performing community membersthrough a peer-nominated awards program.

Hackathon: Great integration of online and offline events andcommunity.

Provides a virtual backstage pass to NBC shows and properties.Great multiscreen community experience.

My Sleep Coach offers a six-week, community-based workshop tohelp improve sleep habits.





MAKE YOUR COMMUNITY A TRUSTEDCONTENT AND ENGAGEMENT HUB





Best Practice Adoption

• No significant change in BestPractice adoption rates

• Biggest Winners:o User reviews: 27% to 51%o Toolbars/custom widgets:

10% to 26%• Community Manager rebounded

slightly: 52% is highest level yet• Highest adoption: mission-

appropriate engagement andnew/featured content

• Biggest Losero Content aggregation: 78%

down from 92%





Best Practice Adoption: Support

31% = Support communities vs. 33% last year

High adoption rate of Support Best Practices:• Content Tagging: organizes community

content by segment, problem, product orservice

• Rewards and Recognition: reinforcescommunity experts and keeps engaged

• Leaderboards: spotlights top performersand SMEs

• Advocate Program: taps the passion of knowledgeable customers and keepsengaged as mentors and SMEs

Faceted search, featured content, forums andcontent rating were all ≥ 75% adoption rates

Rest lagged with advocate programs only at47%





AT&T Case Study

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EasyNavigation

Quick way to interactwith brand

ReturnMotivator

Shows bestcommunitycontent

Motivatesmore posts





Best Practice Adoption: Advocacy

84% = Advocacy communities vs. 75% last year

Best Practices associated with brand advocacy:• Rich Media: captures attention and provides a

shareable, snackable asset (78%)• Share Features: optimizes amplification (78%)• Social Networking: sparks group conversations

and segments by interests (51%)• Community Manager: builds affinity (47%)• Offline Engagement: integrates real world and

virtual experiences (32%)• Rewards and Recognition: builds continuous

engagement and brand involvement (43%)• User Reviews: captures post-purchase VOC

(54%)• Advocate or Expert Program: essential for

spreading WOM (16%)





Home Depot Case Study

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Content customization

Home Depot advocacyexamples

LocalizedContent Personalizes

Expertise

Quicklyshows clubbenefits

How-to contentdrives engagement





EA Case Study

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Content customization

Members can engage with multiplesocial channels inside the community

Allows community toquickly scan new ideas

Shows movement





COMMUNITY EXPANDS ACROSS AROBUST ECOSYSTEM





Social Media Integration

Drop in percentage of communities tightlyintegrated with social.

Some great examples of a more sophisticatedmodel:

Crowdsourcing engagementactivities using both communityand Facebook

Features a customer care tab onFacebook that integrates withonline support community

Feature Twitter feeds in support

communities and invite membersto respond

Developed sophisticated Facebookhome page which links to productpages and CRM initiatives





Social Media Integration

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Sprint FacebookCommunity Page

Lil Wayne Campaign – social crowdsourced

commercial

Coca-Cola FacebookCommunity Page




Mobile is missing in action• Six of the 15 industries scored have NO mobile apps• Health insurance is the only industry at 50% adoption

rateSome great examples include:

Access meal plans built in online community;track progress; access shopping lists

Access saved recipes; search for recipesbased on ingredients; get coupons at POS

Offers Journey for Control app for managingdiabetes; integrates with online community

Offers Lipitor app that integrates with onlinecommunity content

Integrates desktop-to-pad-to-mobileexperience with its Shop Your Waycommunity. Access product reviews; earnand redeem points; download coupons andpromotional codes

Mobile Integration with Community




questions?

Kathy BaughmanPresident & Co-FounderComBlu@ComBlu

Joe CothrelChief Community OfficerLithium@cothrel


Get Serious About Online Communities

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