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http://ow.ly/hsc9k, 5 Mistakes Companies Make When Using Customer Communities Kim Celestre of Forrester Research and Matt Wallace from Volunteer Match talk about leveraging a customer community to drive engagement and provide an excellent customer experience. This webcast provides you with a playbook to help transform your online community into a thriving, interactive network of customers and best practices to create a healthy and active online customer community. Then you will hear from VolunteerMatch, a nonprofit organization about leveraging customer community to gather feedback, provide self-service support and engage with your customers. Learn how to: •Identify and incentivize brand advocates •Turn fleeting social conversations into valuable resources that are discoverable by customers, prospects, and search engines •Drive innovation based on the feedback of your most active customers •Enable self-service, community-based support ABOUT THE PRESENTERS: Kim Celestre, Senior Analyst Forrester - Kim serves Technology Marketing Professionals. Her analysis on social trends, issues, and best practices helps marketers create social strategies and tactics that increase customer value. Her research focuses on B2B marketing, with a specific emphasis on the use of social networks and online communities to drive technology adoption and shape buying behaviors. Matt Wallace, VolunteerMatch - Matt joined VolunteerMatch as a Community Support associate in July 2011. Currently, he works on the Communications team as Senior Associate in charge of Nonprofit Relations. He is responsible for engaging VM’s network of nonprofits through webinars, blogs, social media and online content found in the Learning Center. A certified online moderator, Matt helped launch the VM Community Page and established it a successful support platform for the website’s network of users. Before joining VolunteerMatch, Matt worked as an online advertising consultant.
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Design Your Community For Maximum Engagement
Kim Celestre, Senior AnalystForrester Research
Matt WallaceSenior associate of Nonprofit RelationsVolunteerMatch
Twitter: #SCRM
2Twitter: #SCRM @Getsatisfaction
Get Satisfaction is the leading customer engagement platform, designed to build
authentic relationships between customers and companies.
About Get Satisfaction
70,000 Customer
Communities
35 million consumers/
month
Connect with each other and the companies they
care about
To ask questions, share ideas
and report problems
3Twitter: #SCRM @Getsatisfaction
Drive Real Business Results
75% Reduction in Support Tickets
1200 Product Ideasfrom the Community
athenahealthClient feedback and
insight into R&D
50% Decreasein Support Costs
1,000 Product Champions per Month
9 Brand Communities
Kim Celestre, Senior AnalystForrester Research
Matt WallaceSenior associate of Nonprofit RelationsVolunteerMatch
Design Your Community For Maximum Engagement
Kim Celestre, Senior Analyst
Forrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited
Today’s Agenda
It Takes A Village
Get Long Term Results
Create A Vibrant Member Network
Social Marketing Starts With Community
6
© 2012 Forrester Research, Inc. Reproduction Prohibited
It Takes A Village
7
© 2012 Forrester Research, Inc. Reproduction Prohibited
You Already Have A Community
8
© 2012 Forrester Research, Inc. Reproduction Prohibited
But Sustaining Engagement Is Often Easier Said Than Done
1. Lack of customer insight
2. Use of the wrong community approach
3. Lack of alignment with customers’ evolving needs
4. The common perception: “Build it and they will come.”
5. A failure to align internal resources
9
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: September 18, 2012, “Exploring The Social Technographics Ladder: Creators” Forrester report
Determine Your Customers’ Social Profile
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Choose The Right Approach
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Community Strategy Matrix
Source: August 6, 2012, “CLICK: A Design Framework For Online B2B Communities” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: September 5, 2012, “2012 Social Technographics Of Your Community Prospects” Forrester report
Understand Your Customer’s Evolving Needs
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Never Assume That If You Build It, They Will Come
13
© 2012 Forrester Research, Inc. Reproduction Prohibited
Align Your Internal Resources
14
Source: “Organizing For Community Success” Upcoming Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited
Get Long Term Results
15
© 2012 Forrester Research, Inc. Reproduction Prohibited
Careful Planning Pays Off
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Source: October 30, 2012, “The Essential Steps To Community Success” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited
The Right Approach Delivers Long Term Results
Energized community members
Loyal customers
Reduced costs
More sales opportunities
17
© 2012 Forrester Research, Inc. Reproduction Prohibited
Energized community members
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Loyal customers
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This active customer replied 830x to other members’ questions and
comments. She follows 35 community topics.
© 2012 Forrester Research, Inc. Reproduction Prohibited
Reduced costs
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OMGPop reduced daily support requests by 80% since they have deployed a customer community
More Sales Opportunities
Community Interactions
Source: December 9, 2011, “Automating Lead-To-Revenue Management” Forrester report
Social Intelligence
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Create A Vibrant Customer Network
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Communities Impact Decisions
Series10%
5%
10%
15%
20%
25%
30%
35%
“Across each stage of the adoption process, which of the following sources of information influences your decision-making?”
Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees
Source: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers
Awareness Scope Plan Select Implement Roll out
Support/discussion forums
Blogs
Professional social networking sites
Virtual events/trade shows
Online video
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: June 29, 2012, “Power Your Brand Ecosystem With Social Media” Forrester report
Oh, The Places You Can Go!
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A Well-Structured Community Influences The Entire Customer Journey
© 2012 Forrester Research, Inc. Reproduction Prohibited
Social marketing starts with building an active community
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Be A Community Hero
Remember, if you have customers, you have a community!
Online support opens doors to influence other stages of the journey
Provide knowledge assets that positively impact business outcomes
Use a platform that facilitates interactions and incentives
Create valuable interactions with your customers
26
Thank youKim Celestre
+1 650.581.3810
Twitter: @KCelestre
Engage beyond this event:
Community:
http://forr.com/CommunityTM
Blog:
http://forr.com/BlogTM
Matt WallaceSenior associate of Nonprofit Relations
Twitter: #SCRM @GetSatisfaction
VolunteerMatch background & business problem
GetSatisfaction solution
Question & Answer
Agenda
Twitter: #SCRM @GetSatisfaction
VolunteerMatch
• The Web’s largest volunteer network:
• More than 80,000 nonprofits
• 150 network partners
• 8 million visitors each year
• Founded in 1998
• Our mission: Strengthening communities by making it easier for good people and good causes to connect
• Currently has 73,838 volunteer opportunities
• Has generated 6,329,342 online connections
• Estimated social value of $630,404,485
Twitter: #SCRM @GetSatisfaction
Building a dynamic, navigable FAQ
• 16 different products supported
• Need to provide thorough, personalized services and answers
• Relatively small staff (39 employees) supporting 8 million visitors a year
• Limited formal channels for soliciting user ideas and feedback
• Wanted to leverage their huge network for:
• Feedback
• Product innovation
• Self-serve support
Twitter: #SCRM @GetSatisfaction 32
Wanted: An Online Solution to Better Engage with Our Network
• Provide thorough, personalized services to network of users
• Customers can give feedback and share best practices
• Users use self service to find their own answers instantly
• Get real-time feedback from people using the service
• Identify new ideas and let our customers rank them
Twitter: #SCRM @GetSatisfaction
VolunteerMatch background & business problem
GetSatisfaction solution
Question & Answer
Agenda
Twitter: #SCRM @GetSatisfaction
Why Get Satisfaction
• Product tags to easily quantify FAQ and categorize new ideas
• Early, easy tracking of possible bugs + data collection for quick issue resolution
• Connect organizations, veteran volunteers, and relative newbies to one another
• Assist in the overall goal of connecting great people to great causes!
Twitter: #SCRM @GetSatisfaction 35
Adoption is increasing and we’re getting positive feedback from members
• Over 1,900 topics to-date
• More than 2,386 active users
• More efficient support with the rapid adoption of self-service
• Numerous product ideas already implemented
Twitter: #SCRM @GetSatisfaction 36
Community for easy, self-serve support!
• An overall decrease in all inbound email inquiries
• Increased efficiency of support team due to fewer support emails
• Less clutter in the FAQ section, as users are finding answers on their own!
Twitter: #SCRM @GetSatisfaction
Community for product innovation, issue analysis, & resolution!
• Generating tons of useful feedback and new product ideas
• Quantifiable analysis of ‘pain-points’ in the UI
Twitter: #SCRM @GetSatisfaction
VolunteerMatch background & business problem
GetSatisfaction solution
Question & Answer
Agenda
Twitter: #SCRM @GetSatisfaction
Questions?
Contact us!Call (877) 339-3997
or visit us online
www.getsatisfaction.com/corp/solutions
