Building Sustainable Customer Communities - Social Media Conference, Boston 2011
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Building Sustainable Customer Communities - Social Media Conference, Boston 2011
- 1. Building Sustainable Customer Communities Lessons Learned, Strategies, & Challenges Allison Jones Director, Community Development McGraw-Hill Higher Education Social Media Strategies Summit, Boston, MA September 22, 2011
- 2. agenda A little bit about me What problems are we trying to solve? How do we define community? Best Practices @ McGraw-Hill Employees as Community Managers What’s Next?
- 5. what problems are we trying to solve? Rapidly Expanding Digital Customer Base [Technical & Pedagogical Support] Rapidly Expanding Digital Product Offerings [Awareness & Interest] Increasingly Complex Sales and Implementation Models [Pressure to Keep Budgets In-check]
- 6. what problems are we trying to solve? Enhance our Strong McGraw-Hill Brand [From Publisher to Education Services & Digital Learning]
- 9. what is a community? Any group of customers (existing or potential, instructors or administrators) who share passions, share pains, or share a sense of belonging and who want to connect with us, and with one another, to exchange knowledge, share ideas, and ultimately enhance student learning. -- The Hyper-Social Organization, Francois Gossieaux
- 10. The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media Francois Gossieaux and Ed Moran
- 11. why communities form Humans are hard-wired to be social Our Reciprocity Reflex: We want to help others and be helped Recognition: Professional “kudos” within communities feel good -- The Hyper-Social Organization, Francois Gossieaux
- 12. benefits of communities Communities can increase revenue per customer dramatically (i.e. increase digital usage) Communities will increase product introduction success ratios Communities amplify everything you do - increasing effectiveness and decreasing costs From The Tribalization of Business Study, 2008
- 14. continue the conversation! But how…?
- 15. Brand Advocate Data & Insights brand advocates Zuberance Report January 2011 Brand Advocates are highly-satisfied customers and others who proactively recommend brands and products without being paid to do so. By systematically energizing Brand Advocates, marketers can cost-effectively increase sales, qualified leads, and increase positive Word of Mouth. Brand Advocate recommendations are the #1 driver of purchases and brand perception in nearly every product category
- 16. Brand Advocate Data & Insights data time out Zuberance Report January 2011 76% of consumers recommended companies they trust to a friend or colleague 36.3% of “workplace consumers” regularly give advice to their peers in the workplace about products and services, and 59.4% say they occasionally do so Up to 90% of marketing spend goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else’s advocacy 90% of consumers who post online reviews say they write reviews to help others make better buying decisions 92% of consumers trust “recommendations from people I know.” Only 37% trust search engine ads, and just 24% trust online banner ads; 5% trust emails from someone they don’t know
- 18. what’s the answer? Join conversations already in progress on other community sites, or… Build a community space if one doesn’t exist [We’re doing both.]
- 19. profs & social media Source: Babson Survey Research Group & Pearson
- 20. <<< All powered by Groupsite.com
- 24. best practices PEOPLE. Incorporate community (tribal) leaders (e.g. Faculty Consultants, Employees, Industry Leaders) to engage conversation ($$) CONTENT. Provide quality content, in the form of blog posts, video content, professional dev opportunities, user stories, efficacy studies, events. ($$$) CULTURE. Adopt a company-wide culture that believes in the power of customer-to-customer connections (FREE)
- 26. best practices Make it Personal. Support your Tribes.
- 28. From: www.businessinsider.com, May 23, 2011
- 29. employees as community managers Employees are Community Managers. [Whether we like it or not; choose to like it] It’s (slightly) messy. Embrace it. [Monitor it. Respond to it. But embrace it.] It’s not (always) ‘common sense’. [Create guidelines. Train. Make it fun.]
- 30. What’s next? More Meaningful Connections Our customers don’t want more connections (in general), they want more meaningful connections. How can we better facilitate meaningful connections that ultimately enhance our customers’ experiences?
- 31. What’s next? More and Better User-Generated Content Our customers are educators; but they aren’t tech geeks. And demands on their time are ever increasing. How can we make it easy for them to help educate one another relative to edtech?
- 32. let’s connect, meaningfully /Ally2550 /in/AllisonJonesLinkedIn @AJTaken
- 33. Building Sustainable Customer Communities Lessons Learned, Strategies, & Challenges Allison Jones Director, Community Development McGraw-Hill Higher Education Social Media Strategies Summit, Boston, MA September 22, 2011
Notas del editor
- SOME BACKGROUD to level set… 2009 We, in Marketing, all shouted at our customers and prospects. Ad slick mailings, eMails campaigns, mailbox stuffers, conferences and trade shows, websites. All and all, predominantly ONE-WAY conversations. Even our editorial process were pretty much two-way conversations (going back 7 or 8 years) One editor speaks to one reviewer, and then another, and then another – but we didn’t bring several reviewers together to have a conversation in any sort of structure way until we started our symposium series.
- Discuss events, the success, but left attendees wanting more. THIS was the beginning of our professional community development effort – we just didn’t call it that at the time.
- Unpack Everything you do, including help shape our brand online.
- Discuss events, the success, but left attendees wanting more. So are these people really BRAND ADVOCATES at this point?!
- Increase digital usage with current customers (make it easier to start)Increase customer loyalty (customers are less likely to switch, even with bumps in the road, if they feel connected to a community)Improve overall customer experience with Peer-to-Peer problem solving (speed)
- Discuss movement from transactional relationships (editorial process too) to social relationships.
- Adjust after reviewing the report.
- They want to connect around disciplines (share passions)The want to connect around digital products (shared passions and shared pains)They Don’t necessarily want to connect on FB, Twitter, etc.
- Note about industry collaboration.
- Guidelines – If you build it, they won’t come.
- Powered by Ning.
- Let’s talk more about CONTENT – You don’t need to start from scratch.You already have content.Notes: RSS Feeds (not just your own – respect your tribes, thought leaders, industry news)
- One of the biggest customer complaints (internal and external customers) is the proliferation of information and inability to find what you need when you need it. Make the community site USEFUL.
- Real marketers know when to market using traditional methods, social media or even word of mouth.We’re making the same mistakes that we made during the DotCom era, where everyone thought that just adding the term .com to your corporate logo made you instantly credible.
- Turning virtual connections into ACTUAL connections via events. Live events.INDUSTRY COLLABORATIONS VIA COMMUNITY SITES.
- English Survey Anecdote – RSS FEEDS.
- English Survey Anecdote – RSS FEEDS.