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The New Era of Support:
A Microsoft Case Study
© Copyright 2007-2009. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and
trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Introducing
SocialM a r k e t i n g
M E T R I X
and
Agenda
• Introductions
• Partnership overview
• Understanding the power of community and how to harness it
• Driving Real Results: Showcasing Microsoft Live’s use of community (Case Study)
• Q&A with Sue Sonday, Microsoft Community Strategist
• Call to action: How to get started
3
Sue Sonday Introduction
• Serves as the senior product manager for Office Live Small Business (OLSB) and Office Live Workspace (OLW) online communities.
• Pioneered the development of a new community paradigm for Office Live that combined help content, user-generated question/answer, and support, into a single, integrated customer experience.
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A New Era of Support: A Microsoft Case Study
Begin With the End in Mind
6
Our business objectives for community:
Increase ActiveProduct Usage
• Technical challenges & customer confusion were biggest drivers of customer inactivity
Enable a New Support Model
• Traditional support is costly and costs are linear in nature –more customers equal greater cost
• How do you manage support costs when the product is low-cost or free?
Improve Customer Experience
• Many disparate entry points for obtaining product assistance, that led to a disjointed customer experience
Disparate Entry Points Caused Customer Confusion
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• If a customer needed support, there were many entry points
• Each link led to a completely different design (look/feel/branding)
A Single, Integrated Site for Community, Content and Support
The Q&A Section of the Forum allows members to ask and answer questions
Site Features Helped to Drive Community Engagement
The Discussion Section of the Forum allows the community council to interact and collaborate
Comments and Ratings
• Help to determine the effectiveness of our content and answers
Social Bookmarks
• Enable our users to share content and solutions across the Web
Site Features Helped to Drive Community Engagement
Advocate Activation Helped to Build a Robust Community
Support Agents
Community
Leveraged the power of peer-to-peer support and
user-generated content
Identified and activated customer fan base as key
component of this peer-to-peer initiative
Augmented the fan base with support agents who
were redeployed to the community from traditional
support functions (phone and email support)
Our Community Operating Model:It Takes a Village
Influencers
• Customers
• Answer questions
• Advocate
• Mentor new users
Marketing
• Lead community engagement activities
• Drive traffic to sites
• Ensure health and wellness of community
Engineering
• Address product issues and bugs
• Collaborate on new product releases
Localization
• Translate community content into other languages for International markets
Page Views Increased Substantially Over the Prior Support Experience
Community Reach - Page Views
OLW Page Views increased 359%
OLSB Page Views increased 77%
Pre Post Pre Post
OL WorkspaceOL Small Business
77%
359%
Answer Rates for Both Communities are More than 60%
76.50%
66.00%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
OLW OLSB
Community Answer Rates
2/24/09 to 6/24/09
9,268 Questions Have Been Answered in the Communities Sincethe Launch
Telephone Email Community
Community is Less Expensive and More Scalable Than Traditional Support
Support Costs per Minute
Business Challenges/Lessons Learned
High level of commitment; it‘s more of an investment than a campaign
Cross-functional collaboration and integration is a must
Senior level support is critical
Understanding the Process and How it Will Work
Social Marketing Disciplines: Summary
Awareness Insights InnovationCustomer
Experience
IssueManagement
EngagementAdvocacy
Product (Re)launch
Referral& PassAlong
SalesVelocity
SalesVolume
Share
M H H H H H H H H H
H L L L M L H H L L
H L L L L L H M L L
L M L L H H L H L L
M H M H H H M H M L
H M L L L L H M H M
M L M L H M L L L L
L H H H H L H L L L
M H M L M M M H L L
Viral Marketing
Buzz Marketing
Grassroots/Netroots
Marketing
Product Seeding
Conversation Insights
Social Networking
Influencer Marketing
Community Marketing
Digital Footprint
Taking a Community Approach
Feedback Advocacy Support
Drives innovation,
product quality &
financials
Drives marketing
effectiveness
Improvescustomer experience,
reduces cost of
support
Branded Community Consists of Three Pillars
High performing communities incorporate one or more of these pillars
Three Most Common Metrics By Pillar and Health and Performance:
Achieving Business Results Through Community
Advocacy
Community engagement intended to influence transactional behavior
• Increase reach
• Drive Preference
• Reduce churn
• Drive sales
Feedback
Feedback or comments provided by the members that are intended to have influence e.g., product or
community feedback
• Increase quality
• Decrease time to market
Support
Content that solves problems and answers questions (customer
support, how-to’s and tips)
• Reduce customer issues
• Increase satisfaction and loyalty
• Decrease bounce rates
Health & Wellness
Indicators of community vitality and sustained
activity
• Grow and sustain engagement
• Track sentiment and conversations
Potentially valuable insights
Unlock the Untapped Potential
11/24/2009 Telligent Confidential
20
Breadth of community
Bre
adth
of
insi
ght
Typical workgroup
Insightsfrom known
individuals
Advocacy & Awareness
Membership & Engagement
Metrics & Analytics
Executive Summary
ComBlu Social Marketing Dashboard Community and social marketing activity summary which highlights the community's health and
performance against business-based key performance indicators (KPIs) in addition to brand awareness
and impact:
Social Marketing Measurement and Reporting Elements
Provides an overview
of current activity and
performance
Performance scores
and trend lines that
indicate community
status:
•Red – “at risk” state
•Yellow – “in
transition” state
•Green – “optimal
performance” state
Tracks and measures
community
membership levels,
recruitment, and long-
term engagement
activities
Social marketing
metrics focused on
community and brand
awareness
Community Performance Index™Detailed scorecard that integrates all metrics at a
highly granular level
Brand conversation share, sentiment,
reach and influence metrics report
Social Marketing Dashboard
Dashboards Traditional Page Views
Visitor Analysis Complement, not-compete
• Not meant to replace existing web analytics tools
• Most similar to Google Analytics
Helps tell the engagement story
• Where your customers go and what they talk about
The language of ROI today
Detailed insight. True engagement.
At a glance
Sample Telligent Analytics™ Reports
Sample ComBlu Community Performance Index™
The ComBlu Community Performance Index™, its indices and function is Patent Pending. Copyright 2008-2009,
Communications Blueprints, L.L.C. All Rights Reserved.
Value Alpha (TP1) Beta (TP 2) Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10
CCPI 2.05 14.21 15.76 64.03 57.87 65.96 64.02 62.04 55.65 63.88 54.21 70.11
OCPI 2.05 12.76 15.76 39.89 42.05 55.02 55.1 55.22 54.95 57.87 57.56 62.1
KPI's 1 2 5 7 11 18 26 36 34 37 35 38
Sample ComBlu Social Marketing Dashboard
Questions
?
Contact
Steve Hershberger
Principal, ComBlu
www.comblu.com
312-649-1687
George Dearing
Corporate Evangelist/SalesConsultant, Telligent
http://www.telligent.com
©2009 Telligent Systems, Inc. All rights reserved. Telligent and its symbol are registered trademarks or trademarks of Telligent Systems, Inc. Other company and product names mentioned herein are property of their respective owners. The contents of this publication are subject to change without notification and are the property of and cannot be reproduced without the written permission of Telligent . The contents of this publication are not a commitment by Telligent to provide the features and benefits described.
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© Copyright 2007-2009. All Rights Reserved. Communications Blueprints, L.L.C. All
copyrighted and trademarked material presented herein is the sole property of
Communications Blueprints, L.L.C. (d/b/a ComBlu)
