Building World-Class Online Communities 2014 Liferay Conference

Building World Class

Online Communities

Vanessa DiMauroCEO and Managing Director, Leader Networks

@vdimauro

• Vanessa DiMauro is the founder and CEO of Leader Networks, a research and

strategy consulting company that helps organizations succeed in social

business and B2B online community building.

• 20 years experience leading online communities.

• Many clients have won industry awards such as Forrester’s Groundswell, B2B

Marketing Award, and SNCR’s Excellence in Communications.

• Her work has been covered by leading publications such as the New York

Times, the Wall Street Journal and Forbes.

• Recently named a one of 40 top social marketing masters worldwide by Forbes.

• Former Executive-In-Residence at Babson College’s Olin School of

Management, holds both a B.A. and M.A. from Boston College and blogs at http://www.leadernetworks.com/blog/.

http://www.leadernetworks.com/blog/

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Online Community Leaders…

Copyright © Leader Networks 2014

Photo credit: Martin Fisch

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Fact

Online community can fuel revenue; a significant increase (of at least 18%) in post-launch expenditure from community customers can be attributed to their joining the community.

Puneet Manchanda et. al. Social Dollars: The Economic Impact of Customer Participation in a Firm-sponsored Online Customer Community, 2013


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Fact

60% of IT executives now view

collaboration software as a critical or

high priority for conducting business

today.

July 2013 Forrester Research report "Setting the Technology Foundation for Your Social Business and

Collaboration Strategy,"


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Fact

Communities generate a 67% lift in a brand’s Net Promoter Score compared to those customers not engaged with a brand socially.

Millward-Brown, Owning Your Brand's Social Community Drives More Shoppers and Sales, July 2014


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Four Business Drivers Fueling The

Case For Community

Ability to scale and achieve greater

efficiencies.

Increased

self-service

opportunities

Greater customer intimacy which leads to

increased customer satisfaction

Increasing access to customer ideas to

accelerate speed to market and successful

adoption.


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Photo by ShutterRunner - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/40718898@N04 Created with Haiku Deck

Create vision

Target & segment audience

Validate plan

Identify performance measurements

Benchmark competition & best of

breed

Choose tools and features

Pilot launch

Align operations

The Community-Building Process


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The Community Success Equation

Member Needs

BusinessROI

Online Community

Success


What AMAZING Online Communities

Do

MINE the

insights

shared

online

Marketing: Events, Market Message, Prospective Customer Education

HR: Staffing, Future skill needs, hiring, employee engagement

Customer Care: Customer support, Ideation, Knowledge sharing, problem solving

Partners: Education and training, engagement, support

And ALIGN


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People come for content

and stay

for community!


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Example: Building The Case For Social

How can the company apply

strategy best practices to

examine the opportunity for

social business leverage?

• Developed strategy at the C-suite level

• Created potential, varied revenue models

• Vetted model with customers and

partners

• Identified internal thought-leaders to lead

the charter.

• Beta tested with 500 strategy

practitioners before launch.

Situation

Solution

Question

Complications

Build a private online community

Their audience is elusive – CSOs and CRO

of top companies globally

Their consultancy focused on a high-touch

model, but scale was a barrier

Palladium Group is a

consulting and conference firm whose

founders invented the Balanced Scorecard

measurement system (Robert Kaplan and

David Norton).

• Help BSC practitioners share knowledge

• Increase customer intimacy and raise

awareness of products and services

• Tap into leading trends in strategy

execution

• Create a new revenue-generating service

line for Palladium Group

Many offerings means many markets

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16

Palladium XPC

Sales

Marketing / Web-site

CustomerService

Advisory Boards

Conferences

Education, Training &

Certification

Maintenance& Support

Pre-sales

Product & Service Delivery

Expanded Use

Awareness about Palladium‘s point of

view, expanding the marketing impact

Prospects learn from

other customers &

understand offerings,

a valuable sales tool.

Access to thought

leaders & ideas from

other customers,

yields new leads for

increased service.

Access to

education &

training. Deepens

knowledge, adds

revenue.

Online events

integration & impact.

(registration, pre-

post-event

discussions)

Operational Impact Of Community: Palladium

The Future Of Online

Communities

The collaboration recipe =

1 to 2 large networks + 1 to 2

niche communities

Large networks are

consolidating while

smaller/gated communities

deepen in specializationThought leadership is

the new currency of

online collaboration.Copyright © Leader Networks 2014

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Building World-Class Online Communities 2014 Liferay Conference