Vanessa DiMauro, Founder and CEO of Leader Networks, will share her insights on the dramatic evolution of online communities as they’ve gone from invisible to unavoidable. Until recently, online communities and social channels were largely experimental, and generally irrelevant to business operations. While they’ve increasingly served an important marketing role, the insights gained from digital channels have rarely been leveraged internally. However, it’s now clear that social business is here to stay and the firms that use digital channels to listen, collaborate, and react to customers have a significant competitive advantage. This webinar will discuss how to use online communities as a powerful catalyst to customer and other stakeholder relationships.

1. Weaving Social into Customer-Touching Processes
Vanessa DiMauro
CEO, Leader Networks
http://www.leadernetworks.com
vdimauro@leadernetworks.com

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The Modern Buyer’s Journey: An Opportunity for Change
2
From Chaos
To Consistency
Online
community
Awareness
Evaluation
1st
purchase
Ongoing
retentionEpisodic Contact
Website
Web search
Competitor
communitiesCustomer
references
Events
Service
contract
Newsletter
Thought
leadership
Web search
Events
Service call
Customer
references
Thought
leadership
Website
Service Contract
Briefing
center
Briefing
center

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Fact
Online community can fuel revenue; a
significant increase (of at least 18%) in
post-launch expenditure from community
customers can be attributed to their joining
the community.
Puneet Manchanda et. al. Social Dollars: The Economic Impact of Customer Participation in a Firm-sponsored
Online Customer Community, 2013

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Communities generate a
67% lift in a brand’s Net
Promoter Score compared
to those customers not
engaged with a brand
socially.
Millward-Brown, Owning Your Brand's Social Community Drives More
Shoppers and Sales, July 2014
Fact
74% of survey respondents
strategically use their
communities to create
content to drive organic
search traffic.
50% plan to use their
communities to engage
prospects earlier in the sales
process.
Get it Together: Why You Need An Online
Community. A Market Report by Get
Satisfaction September 2014

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IS
• Fueled by a business case
• An ongoing initiative
• Staffed appropriately
• Aligned with business goals
• Supported by an executive
• Driven by business and
customer or partner needs
IS NOT
• A marketing campaign
• A sales channel
• A skunk works project
• A social media tool
• An loose experiment
• Run solely by a millennial
5
What Is (And Is Not) an Online Community?

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Four Business Drivers Fueling the Case for
Online Community
Ability to scale and
achieve greater
efficiencies.
Increased self-service
opportunities
Greater customer
intimacy which leads to
increased customer
satisfaction
Increasing access to
customer ideas to
accelerate speed to
market and successful
adoption
Source: Customer Intimacy On Steroids: Vanessa DiMauro and Bob Buday.
http://www.slideshare.net/vdimauro/customer-intimacy-on-steroids-why-b2-b-companies-need-to-build-
online-communities-for-their-customers

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Hitachi Data Systems Community: Pilot Outcomes
Targeted to 14,000 customers, 1,200 partners
Discussion forums and content for all HDS products
and solution
A Developer Network enables and supports HDS
software product development
An Innovation Center allows HDS to crowd source
ideas and suggestions from customers and
partners and obtain pre-release feedback
Gamification recognizes credible experts within the
community and to foster engagement
Private groups in which HDS collaborates privately
with key customers and partners
Integration with HDS social marketing channels
Immediate increase in demand generation through
company blog, which sparked a $20 million per
annum opportunity
7

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Leaders Use of INTERNAL Social Can Have a Powerful Impact
Clarify strategy
Validate strategy
Reward
exemplar
performance
Crowd-source
innovation
Tech & inspire
Trend spot
14
Intranet

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Social Impact = Aligning Business Needs & Success
Measures
Marketing
Executive needs
to raise
awareness of
products or
services
• % increase in requests for information via online
• Increase in visibility of company, products, services or
thought leaders
• # of views, # press mentions, growth in social shares,
increase in organic search rankings
Sales Executive
needs to increase
sales
• # leads generated by community
• # sales made through community store (if applicable)
• # of product or service brochures downloaded on
community
Support /
Product
Executive needs
to support and
delight customers
• # of questions asked in community
• % of questions resolved
• # of calls deflected
• % reduction in low-complexity calls in call center
• # of questions answered online
• # of new product or service ideas
• % increase in speed to resolution
• # of new products or services surfaced in community
15
Example Success Measures

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