View
614
Download
0
Category
Preview:
Citation preview
2 © Copyright 2012 EMC Corporation. All rights reserved.
http://www.social5150.com/blog/2012/03/the-how-to-talk-to-your-executive-team-about-social-rap/
3 © Copyright 2012 EMC Corporation. All rights reserved.
Selling the Value of Your Community Developer Relations Conference 2012
Jerry Silver Product Marketing Manager EMC Documentum Developer Community
5 © Copyright 2012 EMC Corporation. All rights reserved.
Satisfaction / Loyalty
KB / Support Thought Leadership
Ideation
Marketing Partnership Education Adoption
6 © Copyright 2012 EMC Corporation. All rights reserved.
Give me a good reason why I should assign resources
to this thing.
Source: Olivier Blanchard
7 © Copyright 2012 EMC Corporation. All rights reserved.
8 © Copyright 2012 EMC Corporation. All rights reserved.
9 © Copyright 2012 EMC Corporation. All rights reserved.
Source: Olivier Alain Blanchard
10 © Copyright 2012 EMC Corporation. All rights reserved.
11 © Copyright 2012 EMC Corporation. All rights reserved.
12 © Copyright 2012 EMC Corporation. All rights reserved.
Status
Knowledge
Networking
Support, Research
13 © Copyright 2012 EMC Corporation. All rights reserved.
14 © Copyright 2012 EMC Corporation. All rights reserved.
Top Drivers
15 © Copyright 2012 EMC Corporation. All rights reserved.
Performance / Maturity
Source: Aberdeen Group
16 © Copyright 2012 EMC Corporation. All rights reserved.
Community and NPS • The more conversations a customer has, the more likely they are to recommend the product
• Consumers who have more than 6 conversations per month result in a spike in NPS
Sage Software used their online community to increase NPS by 20 points http://www.lithium.com/pdfs/casestudies/Lithium-Sage-Case-
Study.pdf
17 © Copyright 2012 EMC Corporation. All rights reserved.
Community and Customer Loyalty
Community users remain customers 50% longer than
non-community users. (AT&T)
Community users spend 54% more than non-community
users (EBay)
Community users visit nine times more often than non-
community users (McKInsey)
Community users have four times as many page views as
non-community users (McKinsey)
“ [social computing] investments in customer
online buying process offer a direct return on investment
(ROI) in terms of sales, awareness and customer
loyalty .” (Gartner)
56% of Social Media users say they feel a stronger
connection with and better served by companies when
they can interact with them in a social media environment
(Cone Business in Social Media Study)
77% cite reviews as being useful in making a recent
purchase. Ratings & Reviews are the top ranked Content Discovery Tool for driving
consumer trust and loyalty (Jupiter Research)
Creating a community of advocates drives revenues and growth (Apple INC.)
18 © Copyright 2012 EMC Corporation. All rights reserved.
Community and Product Adoption
We notice when we launch a new product with a community component, the rate of adoption is much faster. There is a ramp-up period, when a product has gone live but has not yet achieved enough market penetration to be generally available. Until then you need to invest money, time and effort in marketing and education. We’ve had products go slow through the ramp-up process, but then we help by introducing a social media component, and then product adoption goes much faster.
Mark Yolton, SVP of SAP Community Network
19 © Copyright 2012 EMC Corporation. All rights reserved.
Awareness
Engagement
Advocacy
Conversion
20 © Copyright 2012 EMC Corporation. All rights reserved.
Awareness Engagement Conversion Advocacy
21 © Copyright 2012 EMC Corporation. All rights reserved.
Finding Influencers
• Increase marketing reach by 50%
• Speed sales
• Maximize ROI
Source: Lithium Technologies
22 © Copyright 2012 EMC Corporation. All rights reserved.
Business Value
Sentiment
Engagement
Traffic
23 © Copyright 2012 EMC Corporation. All rights reserved.
Traffic/ Engagement
Characteristic Measure Growing Registration Count Useful Content – Number of Posts, Tags, Rating Popular Traffic – Page views, SEO, SOV Responsiveness Response time Interactive Thread depth, distinct contributors, UGC Liveliness Post distribution
Source: Lithium Technologies: Measuring Community Health for Online Communities
24 © Copyright 2012 EMC Corporation. All rights reserved.
Sentiment Twitter 1208
Blogs 225 Facebook 32
Forums 20 Traditional
News 56
Total Mentions 1,541
25 © Copyright 2012 EMC Corporation. All rights reserved.
Business Value
Activity • Demo Sign Ups • Webinar Sign Ups • Contact Forms • Whitepaper Downloads • Email Signups • Referrals to Demand
Gen Assets
Benefits • Leads • Revenue • Lower Support Costs • Brand Awareness • Purchase Influence • Insight
26 © Copyright 2012 EMC Corporation. All rights reserved.
Source: The ROI of Social Media Marketing, Forrester Research
Balanced Scorecard
27 © Copyright 2012 EMC Corporation. All rights reserved.
CSF1: Executive Sponsor
Finally, someone with some real metrics for me to sink my
teeth into! Good job, Sparky! You done
gewd!
Source: Olivier Blanchard
28 © Copyright 2012 EMC Corporation. All rights reserved.
CSF2: The Right Platform
Content Curation
User Profiling and Reputation Management
Social Web Integration
CRM Integration
Actionable Analytics
29 © Copyright 2012 EMC Corporation. All rights reserved.
CSF3: Align structure to member goals
Common interests
•Using the same product
•Solving the same set of problems
Content organization
•Discovery and navigation
•Participation •Reputation and
member affiliations
30 © Copyright 2012 EMC Corporation. All rights reserved.
CSF4: Align Structure To Company Goals • Prescriptive navigation • Meaningful metadata Guide
• Manage / Govern • Moderate • Curate
Contribute
• Respond • Track activity by product Listen
• Social Beacon • SEO • Demand gen referrals
Engage
31 © Copyright 2012 EMC Corporation. All rights reserved.
Live Long and Prosper
Fail fast!
Get agreement on what metrics are meaningful and how to measure/derive them
“ROI” = financial returns
Correlate activity to outcomes
Investment is for the long term
32 © Copyright 2012 EMC Corporation. All rights reserved.
References • http://www.slideshare.net/thebrandbuilder/buzz-2010-
presentation
• Forrester Research, The ROI Of Social Media Marketing
• http://www.lithium.com/pdfs/casestudies/Lithium-Sage-Case-Study.pdf
• http://www.slideshare.net/kloosm/net-promoter-score-and-social-media-generic
• http://blogs.business.com/b2b-online-marketing/2009/b2b-online-community-sap/
• Lithium Technologies, Building Customer Networks for Successful Word of Mouth Marketing
• Lithium Technologies: Measuring Community Health for Online Communities
33 © Copyright 2012 EMC Corporation. All rights reserved.
Selling the Value of Your Community Developer Relations Conference 2012
Jerry Silver Product Marketing Manager EMC Documentum Developer Community
Recommended