Panel: Fostering and Supporting Conversations

Moderator: Rachel Happe, The Community Roundtable

Panelists: Claire Flanagan, CSC

Chris Howe, AvidNaomi Marr, Recent Ciena

• Who– Rachel Happe, Principal

• Where– The Community Roundtable is a private peer network for community

managers and social media practitioners.

• Why: – To further the discipline of community management and provide

practitioners a place to find peers, best practices, and resources to help them approach their day-to-day tasks.Home office workers and traveling/‘on-site’ consultants

– ~45 Members

• Who– Claire Flanagan, Senior Manager, KM and Enterprise Social Collaboration

• Where– CSC is a 50 year strong, Fortune 200 global technology, business

services company

• Why: – 90K employees in 90 countries– Home office workers and traveling/‘on-site’ consultants– Enterprise 2.0 to enable behaviors mandated by CSC’s strategy:

Connect People to People, Content, and Communities

• What: – Employee Community “C3: Connect. Communicate. Collaborate.”

CSC Case Study

• Strong Adoption

– 20,000 registered users in 20 weeks (now ~ 30K)

– Average 1 MPV/Month with 150K Activities

– 2100 communities of practice/interest and water-cooler type topics

– 55% “consumers”, 45% “creators”

– 55% of all activities are conversations

• Why conversations matter?

– Reduce new customer acquisition costs

– Drive revenue and innovation

– Builds relationships; collapses time zone/distance barriers

– Builds company loyalty – “Proud 2B CSC”

– Protects company IP

Average Weekly Activities

Documents33%

Blogs12%

Discussions55%

CSC C3 : Connect. Communicate. Collaborate.

9,409

17,920

21,193

24,51826,736

29,000

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Registered Users

5

• Who:– Christina Howe, Director, Global Online Marketing

• Where:– Avid creates the technology that people use to make the most

listened to, most watched and most loved media in the world.

• Why: – Reduce costs; support call deflection– Ensure customer success – Understand & improve brand sentiment

• What: – Avid [pro video] community

Web Site Globalization Strategy

6

A Vibrant Community:– Approx 62,000 total members

– 9672 new members; 50% YoY increase

– 44% active members

– 69,229 contributions up 36% YoY

Why conversations matter?

― Customer Success: identify trends Note & report customer requests needing immediate assistance Identify topics requiring FAQ’s or blog posts

― Brand Enthusiasm: turn customers into fans, driving loyalty, word-of-mouth― Demand Generation: awareness, interest and action on our conversations― Sales: find new markets, customers for our solutions― Innovation: product feedback and/or ideation for R&D

Avid [Pro Video] Case Study

• Who:– Naomi Marr, independent

• Web marketing, social media and community management• Where:

– Ciena - Director of Web Marketing and Community Management– Provider of hardware, software and services that allow service providers (I.e.,

triple play providers) to build networks that give them a competitive advantage• What:

– Ciena partner and employee communities• Why:

– One-on-one partner prime relationship costly for Ciena– To develop tighter relationships with partners so as to improve both parties’

revenue stream– Existing partner portal didn’t used but not improving Ciena loyalty– Ciena’s connections on LinkedIn, Facebook, and Twitter all seeing triple-digit

growth – acceptance of new communication methods

Ciena partner community case study• Q3 metrics (as of July 2009)

– 350 partner members, 147 with full profiles• Profiles span 46 companies from all regions• 1-year goal was 50 partner profiles (by November 5, 2009)

– 448 Ciena employee members, 140 with full profiles– 250 posts from 40 members (blogs, discussions, and files)– Partner community has a page view rate 2.5 times greater than

Ciena.com site

• Why conversations matter?– Lurkers convert to opportunities, too– Online conversations feed offline relationships (and vice versa)– It’s a matter of trust

Join the Conversation on

• @rhappe

• @cflanagan

• @NaomiMarr

• @chhowe