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Making Support SocialMicrosoft Answers & Community Support
Steve AlterSocial Business StrategistAnt’s Eye View
www.antseyeview.com@stevealter
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December 14, 2008
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Newsgroups are online threaded discussion groupsIn which people converse asynchronously
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December 15, 2008
15 months later…
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211,363 23,991Unique Visitors/Day Returning Visitors/Day
568Validated Answers200, 829 77%
Answered in 7 days
31% of answers from MVPs
80 13forums in languages
Views/Answer
35% of answers from general users
114,044,046Page Views
250,073Visits/Day
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What business are you in?
Deflect De*flect”, v.1. Prevent the occurrence of; prevent from happening.2. Turn from a straight course, fixed direction, or line of interest. 3. Turn aside and away from an initial or intended course. 4. Draw someone's attention away from something.5. Impede the movement of (an opponent or a ball).
Engage En*gage”, v. 6. To attract and hold the attention of; engross.7. To gain for service; to bring in as associate or aid; to enlist; as,
to engage friends to aid in a cause. 8. To gain over; to win and attach; to attract and hold..9. To draw into; involve: engage a shy person in conversation.
What Business Should You Be In?
A huge number of consumers come looking for help…
…but 75% leave without finding any!
Self-help…doesn’t always
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If you don’t build it they will come anyway…
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…and be pretty pissed that you didn’t.
If you build it, but don’t really know why, they will come once…
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…and never come back again.
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What problems are you trying to solve?
Empower consumers to easily discover and use trusted content to solve problems and extend their capabilities with our software and services through rich, online communities supported by Microsoft experts.
Reach
• Increase # of successful interactions
• Increase # of available solutions• Increase # of views per solution• Increase # of return visits
Customer Experience
• Improve discoverability of relevant content
• Improve consumabilty of content
• Improve brand loyalty and preference to purchase
Financial
• Reduce cost per solution asset• Decrease cost per successful
user interaction• Optimize content creation and
support delivery costs
Goals
Vision
Steve’s 7-Step Checklist
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•Who owns it?
•Establish vision and business objectives
Governance
•Build or buy?
•What is most important for users to do here?
Platform
•Seed content on top issues
•Ensure warm handoffs to other content resources
Content
•Engage top community participants and influencers
•Identify and onboard community moderators
Community
•Determine staffing needs based on projections
•Conduct technical, forums and community training
Support
•Identify KPIs
•Integrate data from Web analytics, platforms and surveys
Reporting
•Identify opportunities for integration across ecosystem
•Create SEO and 3rd party engagement strategy
Marketing
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6 Must Haves for Community Success
1. Surface quality content2. Create a rewarding space for
influencers3. Expose expertise, increase trust4. Create an invested customer
relationship5. Reach people with their own
language6. Provide clear sense of community
vitality
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Iterate Early, Iterate Often
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Rule of Thumb
• Creators1%
• Editors9%
• Audience90%
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Rules of Reality Will Vary
• Experts1%
• Enthusiasts9%
• Dabblers15%
• Spectators75%
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5 Truths About Community Support
1. One answer goes a long way.2. Hundreds will make extraordinary
contributions.3. Hundreds of thousands will make
ordinary contributions.4. People will take help wherever – and
from whoever - they can find it.5. A post is forever.
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5 Myths About Community Support
1. “It’s the same as phone support, just online”
2. The community does all the work now3. Assisted support is going away4. Traffic = Success
(or Volume > Quality)
5. People will just talk about how much they hate us
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Who We Are
Who We Work With
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For More Information
For additional information, please contact:
Steve [email protected]
@stevealter
www.antseyeview.com
