This document discusses TomTom's online community engagement and the business value it provides. It summarizes that TomTom launched its online discussion forums in 2011 which now receive 300,000 monthly visits. It built support among employees by establishing clear business objectives and an engagement strategy. Key to the launch success were community structure, posting frequently to drive participation, and promoting the community widely. The community includes superusers who provide many helpful posts, solutions, and feedback. Their involvement provides cost-effective support and advocacy that other customers trust. The results have included a global online community and a 15% reduction in support contacts.

1. TomTom Discussions
Community engagement and business value
Kenneth Refsgaard
Team Lead Online Support and Community Manager

2. WORLD LEADER
IN LOCATION AND
NAVIGATION
PRODUCTS
AND SERVICES
OVER 3,500
EMPLOYEES
WORLDWIDE
BASED
IN
AMSTERDAM
2

3. Background
• Worked with 3rd party
communities since 2005
• Launched 1st March 2011
• English, French and German
• 300,000 visits per month
• >50,000 registered users

4. Building the internal case for community
• Clear business objective
• Broad alliance within the business
• Engagement strategy
• Select the right solution

5. Three launch success factors
• Community structure
• The „30-10-10 rule‟
• 5-10 posts per day, per
board
• Promotion
• Start BIG, no „pilots‟
• Manage participation
• The „48 hour rule‟

6. A superuser on TomTom Discussions
• Registered 1st March 2011
• 4,100 posts
• 672 kudos
• 255 accepted solutions
• 30-70 hours per week

7. Building a community of superusers
• The 1:9:90 rule
• Ranks and rewards
• Develop relationships
• Superuser program

8. • Meaningful product feedback
• Cost-effective and scalable support
• Advocacy – voices that other customers trust:
“Amidst all of this negative sentiment, I'd just like to add some
encouragement. HD Traffic and IQ Routes save me between twenty and
forty minutes in traffic almost every single day. I have not been able to
find a better, or even remotely similar solution, at any price, to my daily
traffic challenges. So thank you for what has already been achieved,
even if we still always crave ever more!”
The value of superuser engagement

9. Results so far
• Global community (in
English, French and
German)
• Superusers spend 20 to 50
hours per week
• 15% reduction in support
contacts
• Powerful product feedback
from community
United
Kingdom
28%
United States
17%
France
11%
Germany
11%
Australia
5%
Netherlands
4%
Canada
4%
Italy
3%
Belgium
2%
Spain
2%
Other
13%

10. Thank you
Any questions?