Extended Version: Content Potluck: Bring Everyone to the Community Table
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Customers and employees are happiest when they have context as well as content. Context requires a broad set of voices having one conversation. Too often, companies have initiatives in silos that yield duplicate, contradictory content that doesn’t serve the business' primary goals. View the recording: https://www.brighttalk.com/webcast/9273/227963
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Extended Version: Content Potluck: Bring Everyone to the Community Table
- 1. Content Potluck: Bringing Everyone to the Community Table Laurel Nicholes — Director, Tech Comms Services, F5 Networks Niki Vecsei Harrold — Director, Community Strategy, TransAmerica
- 2. Agenda 1. A little history... 2. Community Maturity 3. Problem to solve 4. Content Potluck, defined 5. Find your Champions 6. Gains for you and your audience 7. Success Stories
- 3. A little history... Internet BBS UseNet IRC Forums Blogs Social & Community
- 4. Maturity of Community Advocacy Drives Marketing effectiveness •Product Seeding •Content Creation •Sharing Feedback Drives innovation, product quality and financials •Ideation •Product Testing / Customer Experience •Community Building Support Improves customer experience; reduces cost of support •Question and Answer •Search Results •Collaborative Help E V O L U T I O N
- 5. Problem to solve... 51% of companies surveyed do not ensure consistent content across channels.
- 6. Why?... • No unified content strategy (42%) • Tool chains don’t connect (41%) • Manual terminology management (71%)
- 7. ContentPotluck ● Interlock between siloed teams ● Mine your own content ● Enterprise-wide content ideas ● Content managed from a centralized location ● No one can hide! ● Social Media promotion
- 8. Results? ● A rich assortment of content ● Support for different information foraging styles ●Unified team and strategy ●Diverse content types
- 9. Solve the Problem A single forum can address: ● Unified Content Strategy ○ Common content goals ○ Audience identification techniques ● Disconnected Tools ○ The current state ○ A roadmap forward ○ Build enterprise solutions together ● Terminology ○ Collaborative term definitions ○ Terminology compliance automation
- 10. Find your Champions ● Inventory current content owners ● Identify groups that have rich insights ○ Who is passionate about customer experience? ● Identify barriers to entry
- 11. A list to get you started Traditional Content Developers ● Digital & Product Marketing ● Information Development ● Training ● Knowledge Base Authors Broaden the Scope ● Customer Service ● Sales Engineers ● Evangelists ● Professional Services ● Engineers
- 12. ● No slides! ● Discuss: ○ Projects in flight. ○ SR themes ● Build an editorial calendar. ● Identify gaps and solutions. POP: Potluck Operating Principles
- 13. InterlockAgenda • Set specific goals • Track attendance • Share and engage in real time • Assign action items
- 14. POLL How do you track content projects today? A. Editorial Calendar B. Spreadsheet C. SmartSheet or other cloud collaboration tool D. Other tools E. We don’t track content projects.
- 15. Editorial Calendar ● Color coded by content type ● Assigned to owners ● Hard delivery date with reminders
- 16. Champion Engagement • MBO’d & Recognition • Badges • User Meetups • Super User programs • AMA sessions • Tweet Chat • Facebook Live • Blogs
- 17. UseAllthe Content Now What? Syndicate your content for better exposure: ● Social Media ● Communities ● Webcasts/ Webinars ● Customer Meetings ● Channel/ Partner marketing ● Intranet/ Internal Wiki
- 18. Gainsfor customers: ● Real world, trusted content ● Diverse points of view ● Networking and career growth ● Rich variety of content types ● Platform to co-create ● Caveat: clearly mark corporate content
- 19. POLL How do you gather feedback today? A. Surveys B. Ask Me Anything Discussions C. Community or Social Media D. Customer UX Research E. None of the above
- 20. Gainsforyou: ● Grow content audience, community membership. ● Real-time feedback ○ Sentiment analysis ○ Gap and depth analysis ● Avoid duplication, build consistency ● Content investment ROI
- 21. What to Measure? ● Unique views ● Time on page ● Video views ● Most liked (Kudoed) content or author ● Traffic referral source Whattomeasure: Content
- 22. Whattomeasure: Community ● Repeat vs. new visitors ● Traffic pattern within the community ● Depth of conversation threads ● Questions resolved by peers or SME’s ● Time to resolution
- 23. Success Metrics • Uptime Bulletin (pdf) to HTML: 111 views to 8,901views • Marketing video: 50 views vs. SME blog post: 10,005 views • Social Media Sharing: 250% growth in engagement (raising 5.3x per post) • AMA thread on average 4,053 views vs. regular pages ~2256 views (~80% growth)
- 24. Best Practices for a Potluck • Keep Champions engaged • Keep the meeting periodical • Share feedback on success and failure with the Interlock Group • Identify rewards for participating
- 25. Thank you for your attention! Nikoletta Vecsei Harrold Director Communities Strategy, Transamerica @Nikschen https://www.linkedin.com/in/nikolettavecsei Laurel Nicholes Director, Tech Comms Services, F5 Networks @LaurelNicholes https://www.linkedin.com/in/laurelnicholes
Notes de l'éditeur
- Laurel
- Laurel
- Niki http://www.computerworld.com/article/2526581/networking/timeline--the-evolution-of-online-communities.html
- Laurel The source for this is Content Wrangler Tech Comm Benchmark 2015. What does consistent content mean? Consistent messaging, content that supports/aligns with each channel to tell a complete story A steady diet of content, so no channel goes without an update. No one likes a neglected channel. :-)
- Laurel Statistics from Content Wrangler’s 2016 Technical Communications Benchmarking Survey Summary
- Laurel
- Niki: We can offer a laundry list of content creators, but finding your stakeholders is more than just finding the right departments to work with. Within these content development teams, you can usually find a representative that is passionate about content and collaboration. It might not be the manager; in fact, it frequently is not. Populating your interlock with ICs brings people who are closer to your audience to the table, and gives them opportunities for career growth.
- Niki: We can offer a laundry list of content creators, but finding your stakeholders is more than just finding the right departments to work with. Within these content development teams, you can usually find a representative that is passionate about content and collaboration. It might not be the manager; in fact, it frequently is not. Populating your interlock with ICs brings people who are closer to your audience to the table, and gives them opportunities for career growth.
- Laurel: Content Potluck came about because we got people to the table by offering free food. Slides naturally set people up to be passive in meetings. 1 person talks, everyone else listens...and probably zones out. Gap analysis: A good thing to stimulate this conversation is for your customer support representative to bring stats about cases opened. Are there themes? Could content help reduce those calls?
- Niki
- Niki
- Niki
- Laurel Once you mine all of the content your champions have, you are going to have a lot to play with. How can you use that content to not just drive traffic, but build your community membership rosters?
- Laurel: Real world, trusted content 92% of millennials and gen z trust peer-generated content over brand-generated content - Adobe Insights 2016 Diverse voices with multiple points of view Customers want to hear how different people use your products. They want to know how their competitors use your products. Hearing from people who have different relationships with your product deepens their understanding. Networking and career growth A community platform lets contributors build their digital reputations and relationships. As they engage more and more, their reputation as a peer SME can grow, along with their domain expertise. Rich variety of content types Not everyone learns the same way, or wants to make the same time investment in finding an answer. Contributors have natural preferences for different content types. Your customers can find the contributor, and content type, that best suits their information foraging preferences. Platform to co-create Co-creation, rather than passive content consumption, will only grow in importance as millennial and GenZ become business decision makers. A content potluck enables co-creation through feedback mechanisms and relationship building that occur when a collection of passionate people come together. Caveat: clearly mark corporate content for transparency.
- Laurel Adobe Insights: 28% increase in engagement when user-generated content and pro content co-exist.
- Niki
- Niki