How to create an award-winning community - Community Conference 2014

transcript

How to create an award-winning community

@VincentBoon

Where we came from

• Founded 2009 • Revolutionary MVNO • World-Leading Community

• Founded 2012 • Community Management • Managing Telefonica

Communities globally

Transforming Business with Online

communities

Transforming the relationship between

customers and Brands

To shape the Future of Businesses

across the World

BREAKING DOWN BARRIERS

BETWEEN YOUR COMPANY AND

YOUR CUSTOMERS

We empower customers

A classic support forum:

High FTE involvement, struggles during traffic peaks

By effectively managing the community and applying the right processes,

we’ve developed a cheap, highly scalable and efficient channel.

Peer-to-peer communities:

Little FTE involvement, customers solve the majority of

questions

FTEs Customers Company Empowered

Customers

!!! ??

Why DON’T we use Social Media sites like: ?

• No ownership of platform

• Likes ‡ Purchases or Brand loyalty

• Less engagement

• Competition with other Brands

• No search engine

• No MGM, Knowledge Base or Ideas Platform

• Not fit for customer support

Online Community Benefits

Increase Sales

Improve Customer service

Product/Service Development

Brand advocacy

Marketing & PR

Market Research

The Philosophy Which Underpins a Great Community

1. Mutuality

2. Member Involvement

3. The collective good

4. Simple

5. Respect

6. Feedback

7. Ideas

Mapping Community Relationships

Relationship mapping helps us to:

• Virally spread information in the community

• Understand who the key influencers are

• Manage sentiment during service issues

• Effectively manage relationships between

members

The amount of community relations per active member is

critical to the success and health of the community.

Relationship Map of Super-users

Profiling Expertise & Interests

By profiling expertise and interests, we

are able to:

• Connect people with similar interests

• Manage effective support and advice.

• Further develop our members’ expertise

• Get members involved Serv

Broadband

O2 Wallet

Others… Pro

Android

Windows

Blackberry

Discussions

Feedback

Off-topic

As a result of effective profiling, we’ve been able to:

• Create user generated self serve guides

• Develop a 13-fold increase in discussions & feedback

• Get far higher engagement on specific events

• Create applications, marketing material, etc.

A thriving community needs a team facilitating

conversations between members with similar interests.

Managing Member Lifecycles

We get customers involved by:

• Engaging with members and build

personal relationships

• Having scheduled interactions with each

member, specific to each engagement

• Tracking interaction rates between stages

and encourage participation

• Managing churn to gain a deeper

understanding of improvement areas

Readers

Contributors

Helpers

Customers want to help out, but they don’t always know

how. Show how fulfilling it can be and they will.

Monitoring Service Levels

Our analysis shows that:

• 53-65% of all questions are resolved, at no cost to the business

• Up to 82% gets partly resolved and benefits from community input

• Only 18% of all questions are directly deflected to customer support

To increase the self helpfulness of the community, you can:

• Run community demand analysis to help tweak your contact strategy

• Analyse the not and partly resolved categories to create additional self help content and improve processes

Fully Resolved;

Ongoing/ unknown,

Partly resolved;

Not resolved;

Community Service Levels

These results are highly scalable as any increase in size

of the community, increases the amount of contributors

100% visits

Knowledge Base

Email an agent

Community

Post in community

Search & Browse behaviour

Average response time 2hrs (8am – 6pm)

Average response time Below 3 minutes (24/7)

Best Practice

A Quick Comparison of Communities

Within a Similar Industry

0 500 1000 1500 2000 2500

EE (296 threads)

O2 (1089 threads)

BT (1639 threads)

Vodafone (1653 threads)

Virgin (2676 threads)

Sky (11446 threads)

giffgaff (11810 threads)

Response and resolution times, sorted by # threads per month

Resolution time (min) Response time (min)

37% Call deflections

In 6 Months provided 7.229 Customer solutions

4.5 Millions Solution views

£291K Savings

44,813 4,692 Solutions Posts

1,227,472 Minutes online

927,515 Page views

All of this from a 11 members

(Activity from 1/6/2012 – present)

Impressive Combined Super User Activity

3.282 ideas submitted

31.813 customer comments on ideas

4.6 Million visitors to the Idea Exchange

More than 20 apps created by the community

Without the Ideas Board, we wouldn’t have:

• Gigabags

• Blackberry App

• Coverage map

• Twitter integration

• Giffgaff surveys

• Auto Top up

• Goodybags

• Christmas party 2011

• Topping up via vouchers

• Sim in a box

• Phone Apps in various guises

• Giffgaff T-Shirts

• Mobile Version of the community

• Mini Statements

• Splash Page for service Outages

• Forgotten username feature

And many more………

User Generated Content

Members create many guides

and videos

• People connect on the go and it’s our community

that leads the way and supports that

• With well over 20 different mobile applications

created

• And downloads of these applications running into

the 100.000’s

Memoman 5000 promotional leaflets

Community lead projects

Adamf referral brochure

Did You Know.. (visual comparisons) by joshaw

Goodybag stand by adamf

Over 100.000 Micro SIMs total and 8000 Nano SIMs per month send

The Output is Real Commercial Benefits

giffgaff results:

Customer Service

• Customer Care saving of 50% vs traditional methods

• CSAT = 79. NPS = +70

• Churn reduction

• 31% Reduction in 12mth churn (Posting once in forum)

• 41% Reduction in 12mth churn (Reading more than 5 pages)

• 52% Reduction in 12mth churn (Receiving any Payback)

• Reduced CPA

• SuperUsers activate an average of 40 other paying customers

• Any forum participation doubles your likelihood to activate a friend

• Overall referrals from customers > 25% of all acquisition

Three Key Goals to Make a Community

Work for the Business

• Signposting

• Full integration in CRM program and the communications throughout a customers lifecycle

• Deflections from all channels

• Internal awareness

1. Raising Community Awareness

• Regular & varied incentives

• Forum as discussion platform

• Accessibility

2. Increasing Activity & Participation

• Defining key metrics /targets

• Understanding what’s important to the business (call deflections, increased sales, engagement, extension of the brand, product development, etc.)

3. Quantifying Business Benefits

The more you integrate your community into your

business processes, the more value you get out

Vincent Boon – Chief Community Officer @VincentBoon