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Ten Years in the Trenches: Best Practices for Your B2B Community
Mike Rowland, PresidentMay 4, 2011
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
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Our ExperienceOur Clients include:
Other organizations we’ve helped while at Participate.com:
Global Experience: Where We’ve Launched Projects
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You’ve Come a Long Way Baby…
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Rights Reserved.
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The Evolution of Community Value
“We have seen an overall lower churn rate among our customers, which really points to the power of community to enhance customer loyalty and retain customers.” – Ed Plaskon, ATT 2002“We realized an ROI of over 100% from our online community.” – Helen Lechner, Cisco 2002“It’s a cost avoidance argument. The savings total is in the low six figures every quarter, and over $1,000,000 in the past two years. Support site visitors have more than tripled while calls to support engineers have actually declined.” – Patrick Saeger, Mercury 2003
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Today, Value is Beyond Support Cases
From our recent Value Analysis with NetApp:
Active members using our community to interact and engage with us controlled hundreds of millions of dollars in sales revenue over a 6 month periodActive partners of NetApp engaging in the community delivered over half a billion dollars in partner owned sales revenue over the same time period
So, how do you achieve this type of success with your community?
It’s in the details…
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Our AgendaTopic Presenter TimeBehind the Scenes – Goals, Organization, Process
Mike Rowland, Impact Interactions 9:00 to 9:45
Break 9:45 to 10:00What Makes B2B Communities Successful
Mike Rowland, Impact Interactions 10:00 to 10:30
Measurement for Success Mike Rowland, Impact Interactions 10:30 to 11:00
Break 11:00 to 11:10B2B Community Panel Discussion Navneet Grewal, NetApp
Laura Douglas, CiscoRobert Dell’Immagine, Qualsys
11:10 to 12:00
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Who “Owns” Community?Big Question in communities about communities and
LinkedIn groups is:
“What group controls communities in an organization?”
Answer: Whoever controls the content for the community’s members should control the community.
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Focus on Goals First…What will audience gain from a business perspective by joining and participating in your community?What will your company gain by offering the community from a business perspective?
Sample Goals:– Support: Deliver cost effective support solutions to our customers within one
business day of engagement– Marketing: Provide 24/7 interactive access to product/services information to help
generate/nurture contacts/leads– Developer: Build strong external team of members who utilize our code and
expertise to extend our product base for their organizations
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Then Develop Key Performance Indicators
Conversion– Percent of New Registered Members / First Time Visitors
Engagement– Percent of Active Members / Total Unique Visitors– Percent of Total Downloads/ Total Registered Members
Value– Number of discussions rated answered by initial member – Number of customer organizations represented by community
registration data– Number of contact us submissions from community members
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Organizational Structure Directly Impacts Success or Failure
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Organizational StructureThe single most important team member for your success is an Executive Sponsor who understands the power of communities– Obtains/defends budget– High level evangelization– Executive voice of the community (blog, welcome message, etc.)
Organization follows the goals you are trying to achieve but requires a few roles to succeed…
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The Executive SponsorOur Community will deliver
unique opportunities for our members that reward
our company.
Pictures courtesy of AMCTV.com (http://www.amctv.com/shows/mad-men/cast/ )
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The Content ManagerContent is King.
Exclusive, targeted content helps
communities to grow.
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Pictures courtesy of AMCTV.com (http://www.amctv.com/shows/mad-men/cast/ )
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The Community ManagerWe must gain
internal resources to build our results.
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Pictures courtesy of AMCTV.com (http://www.amctv.com/shows/mad-men/cast/ )
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The AnalystWe must look beyond basic traffic metrics to
uncover value!
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Pictures courtesy of AMCTV.com (http://www.amctv.com/shows/mad-men/cast/ )
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The Technology Manager
99.9% uptime folks. That’s what I’m talking
about.
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Pictures courtesy of AMCTV.com (http://www.amctv.com/shows/mad-men/cast/ )
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The Facilitator
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Pictures courtesy of AMCTV.com (http://www.amctv.com/shows/mad-men/cast/ )
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Efficiency is the Result of Process Planning
Content Audience Needs Structure Calendar - Timing
SME Recruitment Roles, Time Commitment
Content Contributors Area Experts
Escalation Audience Expectation Internal External
Social Media Beacon Strategy Copywriting & Placement Link Strategy
Measurement Traffic, Behavior, Value Reporting Stakeholder
Questions
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
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Our AgendaTopic Presenter TimeBehind the Scenes – Goals, Organization, Process
Mike Rowland, Impact Interactions 9:00 to 9:45
Break 9:45 to 10:00What Makes B2B Communities Successful
Mike Rowland, Impact Interactions 10:00 to 10:30
Measurement for Success Mike Rowland, Impact Interactions 10:30 to 11:00
Break 11:00 to 11:10B2B Community Panel Discussion Navneet Grewal, NetApp
Laura Douglas, CiscoRobert Dell’Immagine, Qualsys
11:10 to 12:00
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
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Our AgendaTopic Presenter TimeBehind the Scenes – Goals, Organization, Process
Mike Rowland, Impact Interactions 9:00 to 9:45
Break 9:45 to 10:00What Makes B2B Communities Successful
Mike Rowland, Impact Interactions 10:00 to 10:30
Measurement for Success Mike Rowland, Impact Interactions 10:30 to 11:00
Break 11:00 to 11:10B2B Community Panel Discussion Navneet Grewal, NetApp
Laura Douglas, CiscoRobert Dell’Immagine, Qualsys
11:10 to 12:00
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
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So, You Have Your Goals, KPIs, and Team. Now What?
Build Your Tactics!
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Tactical Approach to Deliver Strategic Results
Your tactics should deliver the metrics you need to measure and achieve your KPIsTactics include:– Content focus and placement (type of content, feature to use)– Content delivery (video, blog, whitepaper, seed posts, etc.)– Events (online and offline)– Online/Digital Marketing (Promotion)– Outreach (MORE PROMOTION!)
• Yes, this includes social media, email, newsletters, etc.
– Member recognition (external and internal)
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Technology Comes Second to Audience Needs
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Internal Selling – A Critical Component of Adoption
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3 C’s - CONTENT
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Outreach is Crucial to Success (And Never Stops)
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The Role of Rewards and Incentives
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Membership Recognition Programs
Recognition is one of the most powerful tools in a community, yet it is often overlooked– Don’t rely on out of the box features like stars ratings to recognize your top members
Community is about relationships, so build them with your members through contact not technology
– Featured members provide visual incentive to newer members to contribute while rewarding your faithful or stronger members
• Early on, at Cisco’s NetPro community we interviewed our top members then posted their responses as blogs in the community
• Now, you can do so much more
Longer term, beware point systems as they provide a disincentive for newer members to contribute
– How does a new member ever catch up to a member with six years of points? – Instead remove the friction by creating a Hall of Fame or MVP program which de-
emphasizes points and rewards the strength of the information provided by members
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Using Social Media To Increase Your Results
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Members as ModeratorsMember Reported TOS Violations* vs. Actual Violations
0100200300400500600700800
TOS Violations Reported* Moderator Edits/Deletes
* Actual content reported on a unique basis meaning that the same post reported ten times counts as a single reported instance
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Our AgendaTopic Presenter TimeBehind the Scenes – Goals, Organization, Process
Mike Rowland, Impact Interactions 9:00 to 9:45
Break 9:45 to 10:00What Makes B2B Communities Successful
Mike Rowland, Impact Interactions 10:00 to 10:30
Measurement for Success Mike Rowland, Impact Interactions 10:30 to 11:00
Break 11:00 to 11:10B2B Community Panel Discussion Navneet Grewal, NetApp
Laura Douglas, CiscoRobert Dell’Immagine, Qualsys
11:10 to 12:00
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
Simplify Your Measurement Categories
Traffic – How many?– Visitors, Visits, Page views, Referrers, Posts,
Uploads, etc.Behavior – What did they do? Who are they?– Page views/Visit, Posts/Visitor, New
Registrations/First Time Visitors, Repeat Visitors, Subscriptions, % Customers, etc.
Value – What did we gain by using this?– Revenue, Leads, Lower Support Costs, Brand
Awareness, Purchase Influence, InsightTraffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)
This is what Sr. Management cares about
This is what Day to Day Management should focus upon
This is your base line information (counts)
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Community Life Cycle Determines Where to Focus Measurement
It is not traffic that determines the maturity of an offering, but the behavior of members interacting with each other
Low Maturity Middle Maturity
High Maturity
• Member to member interactions are slow to take place• Over-reliance on host company personnel to answer questions, create Tweets, etc. Minimal blog comments or ratings on content
• Member to member interactions are inconsistent• Host company SMEs play role, but external SMEs role is growing. Content being Tweeted and used in 3rd party blogs, comments are sporadic on blogs.
• Member to member interactions are the majority rather than minority• External SMEs help drive future enhancements to community (ready for major recognition program)
33©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
Traffic Metrics
For a new B2B Community project the initial reporting should focus on traffic – Unique Metrics are best!
– Traffic metrics are the main focus until the visitors begin to interact more fully with your offering, meaning multiple members adding content and interacting with each other (maturity of audience starts to improve)
Key metrics to follow:– Visits, Visitors, Page Views, Registrations, Referring Sites, Geographic Location of Visits, Top
Pages, Top Entry Pages, Top Exit Pages, # of Followers/Friends
What traffic tells you:– How effective your outreach and third party social media efforts are in driving visits to your main
site– How effective your content is in meeting member needs– What content is popular with visitors and what is not
34©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
Behavior Metrics
Behavior reports on what visitors do once you get them to your site – Looking for more maturity from your audience in terms of how they use your offeringKey metrics to measure are in ratios, not simple counts
– Page views per visit, Page views per visitor, new registrations per total visitors, new content added per visitor, repeat visitors, new discussions, posts, rate of reply, retweets, Mentions (+/-), Comments added per entry, etc.
Behavior metrics tell you:– How effective your offering is in converting visitors to registered members (conversion)– How interesting is your content (consumption)– Are members building your site into their routine (engagement)– How healthy is your community (engagement)
35©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
Value Metrics
Value equals economic value in terms that make sense for the business
– Value is extremely difficult to measure until your members start interacting with each other and the site on a regular basis
Analysis is difficult if you base it on community/site metrics alone – Be Creative and Build Relationships!
– The best value analysis comes from comparing community and social media member behaviors against CRM data
Examples of Value Metrics– Purchase frequency of active member vs average customer– Purchase amount of active member vs average customer– Cost of lead generated through social media vs traditional direct mail or tele-marketing efforts
36©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
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Our AgendaTopic Presenter TimeBehind the Scenes – Goals, Organization, Process
Mike Rowland, Impact Interactions 9:00 to 9:45
Break 9:45 to 10:00What Makes B2B Communities Successful
Mike Rowland, Impact Interactions 10:00 to 10:30
Measurement for Success Mike Rowland, Impact Interactions 10:30 to 11:00
Break 11:00 to 11:10B2B Community Panel Discussion Navneet Grewal, NetApp
Laura Douglas, CiscoRobert Dell’Immagine, Qualsys
11:10 to 12:00
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
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Our AgendaTopic Presenter TimeBehind the Scenes – Goals, Organization, Process
Mike Rowland, Impact Interactions 9:00 to 9:45
Break 9:45 to 10:00What Makes B2B Communities Successful
Mike Rowland, Impact Interactions 10:00 to 10:30
Measurement for Success Mike Rowland, Impact Interactions 10:30 to 11:00
Break 11:00 to 11:10B2B Community Panel Discussion Navneet Grewal, NetApp
Laura Douglas, CiscoRobert Dell’Immagine, Qualsys
11:10 to 12:00
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
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Questions for Our Panel
©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
Mike Rowland Navneet Grewal Robert Dell'Immagine Laura Douglas