Online Community: The New Secret Sauce for Customer Centric Enterprises

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Our SpeakersTamera Rousseau-Vesta, Digital and Community Marketing Manager-Extreme Networks, is responsible for coordinating efforts to increase web traffic and brand awareness by managing the Extreme Networks award-winning community, The HUB.  With over 20 years’ experience in sales and marketing, she brings a unique perspective to the community management role. @Tamerarv

Nathan Roth,  leads Digital & Social Marketing at Koodo, Canada's fastest growing telecom. Fueled by an insatiable appetite for marketing and technology, he has created award-winning campaigns and outstanding business results. Nathan has helped define how brands connect in the digital age by empowering conversation between employees and consumers. @NathanCRoth

Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting company that helps organizations succeed in social business and B2B online community. DiMauro is a popular speaker, researcher and author. With 15+ years experience in leadership positions, she has founded and run numerous online communities, and has developed award-winning social strategies for the largest and most influential companies in the world. Her work is covered by leading publications such as the New York Times, the Wall Street Journal and CIO Magazine. She is former Executive-In-Residence at Babson College, and holds a B.A. and M.A. from Boston College. @vdimauro

Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

"Online Community: The New Secret Sauce for Customer Centric Enterprises“

A Discussion with Vanessa DiMauro, CEO Leader Networks@vdimauro

What Are Online Customer Communities?

What we mean by online customer community- An interactive, often gated website that a company sets up for customers to collaborate on topics of mutual interest.

What we’re not talking about- E-commerce sites where goods and services are bought and sold- Online customer panels that focus on customer research- Online publications that let readers comment on articles- Blogs, Twitter and general use of social media broadcast tools

There Is A Growing Trend Towards Using Online Communities To Support Customer Relationships

69% of businesses 67% of consumers have used a company's social media site for servicing [J.D. Power, Social Media Benchmarking study, 2013]

36% said they use a private external online community [Oracle, Leader Networks & Social Media Today, The Socially Enabled Enterprise study, 2013]

22% of organizations own & run an online community to engage with current and prospective customers. [Leader Networks, Social Business Benchmarking study, 2013]

From Research and Experience, We See Six Reasons Why Firms Launch Online Customer Communities

7

Product Groups

Product DevelopmentSales

Customer ServiceMarketing

To help customers get more value from their products and

services

To improve the way they enhance

products and services

To develop betternew products and

services

Customer-Facing Business Functions

To market and sell more effectively

To reduce the cost of post-sale service

Online Customer

Community

To get control of the social media

conversations about their firm

Online Customer Communities: 3 Models

Information Dissemination

• Goal: Keeping customers informed on your products/services and how to use them

• Methods: Company-written blogs with comments; using Twitter and other social media tools to broadcast information

• Typical community hosts: Regulated industries, topics where engagement is unlikely to be high

Shop Talk

• Goal: Helping customers troubleshoot transactional problems with your products/services

• Methods: Organized discussion forums that allow viewers to share knowledge

• Typical community hosts: IT companies whose customers help other customers solve technical problems

Professional Collaboration

• Goal: Helping customers solve longer-term issues that involve your products/services

• Methods: Participation in studies; providing white papers and other articles; holding webinars; etc.

• Typical community hosts: Firms whose customers are professionals who need to share information to stay current in their fields

Which Companies Need Online Customer Communities the Most?Common Characteristics of the Early Community Builders

9

• Willing to share information with other customers • Have purchased a platform product and need to communicate with each other about

how to capitalize on it• Willing to participate in off-line user groups or in person customer summits

Customers

• Critical, ongoing and ever-changing• Knowledge for solving problems becomes obsolete quickly• Customers gain major value by learning from the experiences of other customers• Urgent need to share experiences

Customer problems (which their products or services addresses)

• Company’s offerings solve important problems for its customers• Company must supply continual product enhancements to meet customer needs• Company revenues depend on product / service upgrade decisions by customers

Products/services

Stages Of Online Customer Community Creation

EXTREME NETWORKS COMMUNITYAN OPEN WINDOW TO DRIVE ENGAGEMENT

Tamera Rousseau-VestaDigital and Community Marketing Manager

AGENDA

©2014 Extreme Networks, Inc. All rights reserved. \

• WHY A COMMUNITY?

• FOUR STAGES OF COMMUNITY STRATEGY

• RECOMMENDED BEST PRACTICES

• QUESTIONS AND ANSWERS

Who is Extreme Networks?

• 4th largest vendor in the networking industry• 12,000 customers in over 85 countries• 30 year old company with locations worldwide• Publically traded company headquartered in

San Jose, CA

©2014 Extreme Networks, Inc. All rights reserved.

What is a Community?

• An open window into Extreme Networks company and culture

• The voice of the customer is #1– Opportunity to engage through rich and

relevant conversions– Our customers connect dots between

marketing, support and development• Customer engagement traditionally is an inside>out

world– Communities allow for in outside>in

engagement– Allows for true open, transparent, and

approachable culture– Customer interacts with brand when and how

they choose

©2014 Extreme Networks, Inc. All rights reserved.

Our Community Objectives

15

Marketing

Product Development

Support

The HUB – Extreme Networks

©2014 Extreme Networks, Inc. All rights rserved. 16

Stages of Community Strategy

Stage ONE

Begins with the question "How can we make a better customer experience?”

• Assessing Organizational Readiness• Problem Solving and Relationship Building• Identify Stakeholders

©2014 Extreme Networks, Inc. All rights reserved. 17

Stages of Community Strategy

Stage TWO

Bringing the community to life.

• Champions and Advocates• Metrics and Reporting• Content Calendar Alignment

©2014 Extreme Networks, Inc. All rights reserved.

Stages of Community Strategy

Stage THREE

It’s time to grow and evolve.

• Fostering Community Ownership• Identifying Other Streams• Enhanced Analytics

©2014 Extreme Networks, Inc. All rights reserved.

Stages of Community Strategy

Stage FOUR

The gold standard for community maturity

• Content Positioning• Self-sustaining Engagement • Fine-tuning of Goals and Mission

©2014 Extreme Networks, Inc. All rights reserved.

Community Best Practices

• Guidelines and Code of Conduct Development– Create a culture of responsible transparency– Brand representation– Common sense reigns supreme

• No sell zone• Create a circle of influence – SME development• Content creation with audience participation• Have a great time!

©2014 Extreme Networks, Inc. All rights reserved.

• Ask yourself “WHY” you don’t have a customer community.

• Assess your organization for community readiness

• Work with business stakeholders to align goals with the community mission

• Create an experience where the voice of the customer is #1

Should you build a customer community?

©2014 Extreme Networks, Inc. All rights reserved

Awareness

Consideration

Intent

Support

Loyalty

Advocacy

High Reach/Frequency

High Engagement

Low Engagement

Low Reach/Frequency

Funnel

23

Purchase

Communities provide the most value post-purchase

Support

24

• Most active and visited community within industry• 99.9% of answers from customers• <6 minutes response time• 44% YOY increase in call deflections

Advocacy

25

Game Mechanics Super Fans

Loyalty

26

Crowdsourcing• Customers have shared 1371 ideas• We review 100% and are considering 176• We have 26 planned and 14 launched

Listening Tools• Impromptu focus groups• Reports custom to individual roles

Results• Customer-first culture• Best customer experience• Canada’s favourite mobile brand

— Winner of JD Powers 3 years running

#SMTLive

Our SpeakersTamera Rousseau-Vesta, Digital and Community Marketing Manager-Extreme Networks, is responsible for coordinating efforts to increase web traffic and brand awareness by managing the Extreme Networks award-winning community, The HUB.  With over 20 years’ experience in sales and marketing, she brings a unique perspective to the community management role. @Tamerarv

Nathan Roth,  leads Digital & Social Marketing at Koodo, Canada's fastest growing telecom. Fueled by an insatiable appetite for marketing and technology, he has created award-winning campaigns and outstanding business results. Nathan has helped define how brands connect in the digital age by empowering conversation between employees and consumers. @NathanCRoth

Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting company that helps organizations succeed in social business and B2B online community. DiMauro is a popular speaker, researcher and author. With 15+ years experience in leadership positions, she has founded and run numerous online communities, and has developed award-winning social strategies for the largest and most influential companies in the world. Her work is covered by leading publications such as the New York Times, the Wall Street Journal and CIO Magazine. She is former Executive-In-Residence at Babson College, and holds a B.A. and M.A. from Boston College. @vdimauro

Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

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