Communities That Mean Business

@socialbizATLVibrant Customer Communities

 

#GetSatisfaction#SocBiz#Community#SMM#SocBizATL

Follow Me:@JeffNolanFollow Us:@GetSatisfaction

70K customer communities

A global leader in customer engagement

35M consumers

utilized by

powers

to connect with brands & products that matter to them

3

Current State

Social + Mobile at Critical Mass

#hypecycle

"Social is not a business revolution, it is a communication revolution with human emotions!“- Paul Greenberg

@pgreenbe

#SMM#SocialMedia#CRMidol#CRMwatchlist#revolution

Old: Organized & Controlled

#old#notgood#doesntwork

New Normal… #OMG#OMFG

Consumers call the shots now…

#SCRM#CMO#SocBiz

What’s In It For Brands

What’s In It For

Consumers

Community!

#SCRM#CMO#SocBiz

#SocialCustomer#CustServ

AND HOW DO I GET ONE!Just What is Community…

#verucasalt

“59% of consumers say that user generated reviews have a

significant impact on their buying behaviors.”Source: Monetate

#bic4her

“58% of Facebook users have Liked a brand”Source: Vocus#Facebook #Marketing #SocialMedia

30% of customer questions & compliments get no reply!Source: Tweetsmarter

Companies on Twitter get 2x the number of leads.Source: Mediabistro, 3/12

#LessAmbitiousMovies #SoEmbarrassing #MomQuotes

Average value of products first seen on Pinterest = $179.86Source: FastCompany

#Pinterest#Pinchat#SMM

YASN!

#Community#SMM#UGC#SocBiz#SocialCustomer#kumbaya#cantweallgetalong

Easy

ExpensiveValuable

#PaidMedia#Followers

#OwnedMedia#Friends

#EarnedMedia#Fans

20

Web

CRM

Commerce

Marketing

Automation

Social Listeni

ng

Customer Community : A Conversation Engine

Only 20% of consumers use social networks to research products vs. 81% use company website

Social networks not the primary place where people go to learn

about products

What Consumers do to Learn about a Product or Service

Branded Community enabling deeper

engagement

Community SEO makes word of mouth discussions

searchable

GS brings word of mouth social posts into

community

GS widgets allow advocate posts to be surfaced on their

web site

#Mindjet #management #mindmap

81% of consumers use company websites as primary source to research products

Company websites are where people learn about products

24

“Consumers want company websites to be more like their experiences on social networks.”

Incyte, “To Monetize Open Social Networks, Invite Customers to Be More Than Just “Friends”, 7/2012, http://www.incytegroup.com

Branded Community drives product discussions

Community SEO makes word of mouth discussions

searchable

Community widgets placed throughout the

purchase flow

GS brings word of mouth content that is product

specific

Branded Communities for 9 International Markets

Get Satisfaction Facebook Application included on

Timeline

GS Federated Search leveraging their existing

KB

Get Satisfaction Hootsuite Integration for Social

Support

27

Relevant content drives customer engagement

Top Reasons Consumers Participate in a Branded Customer Community

#3

•Overview• Non-denominational Christian diet

and lifestyle organization

•Challenges• High email volume• Repetitive support questions• Lack of search in knowledge base

prevented self-service

•Goals • Customer self-service• Community powered by fans

Benefits• 85% decrease in email

volume to support

• 70% decrease in repetitive questions

• Drove traffic to key events, promotions, and products

• Received valuable new ideas from customers

“Get Satisfaction helped with marketing, as well as support. We can highlight praise for a new product from the community and share it in a Facebook thread without seeming so sales focused,” Laura Hudson, Social Media Coordinator

Lowering Support Costs & Leveraging Word-of-Mouth Marketing

83% of consumers are willing to advocate

• 83% of consumers are very willing to become on-line brand advocates

• 42% of consumers are willing to be on-line advocates without incentive

39% of people have tweeted about a brand.- AYTM

41% of FB users have shared a link, video, or post about a brand- AYTM

#4

•Overview• Creates popular screen capture

and recording software including Snagit, Camtasia & Jing

•Challenges• Did not understand Mac users

• Needed to gather insight for new Mac product

•Goals • Understand expectations, needs

and preferences of Mac users

• Engage entire user base in agile development process

Benefits• Engaged new Mac user

base – 100,00 downloads & 445,000 conversations

• Saved $300-500K on UX research

• Kept support headcount steady

• Refined marketing messages“Now we can develop highly

targeted messaging faster and earlier because customers tell us in their own words what they care about, why they like the product, and more. As a result, going into our official product launch, we’re more confident in our feature set, messaging, usability, and software stability.” Katie Moor, Product Marketing Manager

Driving Product Ideation & Innovation

THE BOTTOM LINE

Customer

Contacts

People

Cases

The ROI Equation:

#Einstein#casedeflection#callcenter

#sad#frownie

#nolike

#stormtrooper@darthvader

#showmethemoney#yesplease

Potential

Customers

Existing Customers

TheBrand

Help

Content

Service/Support

Loyalty Programs

Ads & Branding

Word

-of

-Mouth

Promotions

BondBuy

Experience

Discover

Advocate Evaluate

Where can I buy it? Which version?

What’s the difference

between Brand X and Brand Y?

Why are all my friends talking about Brand

X?

Here’s the best way

to set up the product

I wish the product had

more features

I love Brand X! Make sure you get

the extra spicy version

The Customer Lifecycle

#CXM#SocBiz#CustomerJourney

“Culture eats strategy for breakfast.”- Peter Drucker

#management#culture

• Establish a branded community• Develop community mgmt processes• Integrate with social media presence

1:

• Embed community content in marketing, product and support processes

• Build cross functional team support• Integrate with line of business applications

2:

• Map business processes according to customer journey

• Develop active customer advocacy• Measure your results

3:

Cultu

re

#CXM #Culture #Community #SocBiz #SocialCustomer #SOCAP #NPS

Communities That Mean Business

#ThankYou#SocBizATL