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The New Era of Support

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The New Era of Support

  1. 1. The New Era of Support:<br />A Microsoft Case Study<br />
  2. 2. Introducing<br />and<br />Social<br />M a r k e t i n g<br />M E T R I X<br />© Copyright 2007-2009. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)<br />
  3. 3. Agenda<br />Introductions <br />Partnership overview <br />Understanding the power of community and how to harness it<br />Driving Real Results: Showcasing Microsoft Live’s use of community (Case Study)<br />Q&A with Sue Sonday, Microsoft Community Strategist<br />Call to action: How to get started<br />3<br />
  4. 4. Sue Sonday Introduction<br />Serves as the senior product manager for Office Live Small Business (OLSB) and Office Live Workspace (OLW) online communities.  <br />Pioneered the development of a new community paradigm for Office Live that combined help content, user-generated question/answer, and support, into a single, integrated customer experience. <br />
  5. 5. A New Era of Support: <br />A Microsoft Case Study<br />5<br />
  6. 6. Begin With the End in Mind<br />Our business objectives for community:<br />6<br />
  7. 7. Disparate Entry Points Caused Customer Confusion<br /><ul><li>If a customer needed support, there were many entry points
  8. 8. Each link led to a completely different design (look/feel/branding)</li></ul>7<br />
  9. 9. A Single, Integrated Site for Community, Content and Support<br />
  10. 10. Site Features Helped to Drive Community Engagement<br />The Q&A Section of the Forum allows members to ask and answer questions<br />The Discussion Section of the Forum allows the community council to interact and collaborate <br />
  11. 11. Site Features Helped to Drive Community Engagement<br />
  12. 12. Advocate Activation Helped to Build a Robust Community<br />Leveraged the power of peer-to-peer support and user-generated content<br />Identified and activated customer fan base as key component of this peer-to-peer initiative<br />Support Agents<br />Augmented the fan base with support agents who were redeployed to the community from traditional support functions (phone and email support)<br />Community<br />
  13. 13. Our Community Operating Model:It Takes a Village<br />
  14. 14. Page Views Increased Substantially Over the Prior Support Experience<br />77%<br />359%<br />OL Workspace<br />OL Small Business<br />
  15. 15. Answer Rates for Both Communities are More than 60% <br />9,268 Questions Have Been Answered in the Communities Since the Launch<br />2/24/09 to 6/24/09<br />
  16. 16. Community is Less Expensive and More Scalable Than Traditional Support<br />Support Costs per Minute <br />
  17. 17. Business Challenges/Lessons Learned<br />
  18. 18. Understanding the Process and How it Will Work<br />Social Marketing Disciplines: Summary<br />Share<br />Referral<br />& Pass<br />Along<br />Sales<br />Volume<br />Sales<br />Velocity<br />Product (Re)launch<br />Issue<br />Management<br />Engagement<br />Advocacy<br />Customer <br />Experience<br />Awareness<br />Insights<br />Innovation<br />Community Marketing<br />M<br />H<br />H<br />H<br />H<br />H<br />H<br />H<br />H<br />H<br />Viral Marketing<br />H<br />L<br />L<br />L<br />M<br />L<br />H<br />H<br />L<br />L<br />Buzz <br />Marketing<br />H<br />L<br />L<br />L<br />L<br />L<br />H<br />M<br />L<br />L<br />Grassroots/<br />Netroots Marketing<br />L<br />M<br />L<br />L<br />H<br />H<br />L<br />H<br />L<br />L<br />Digital <br />Footprint<br />M<br />H<br />M<br />H<br />H<br />H<br />M<br />H<br />M<br />L<br />Product <br />Seeding<br />H<br />M<br />L<br />L<br />L<br />L<br />H<br />M<br />H<br />M<br />Influencer <br />Marketing<br />M<br />L<br />M<br />L<br />H<br />M<br />L<br />L<br />L<br />L<br />Conversation Insights<br />L<br />H<br />H<br />H<br />H<br />L<br />H<br />L<br />L<br />L<br />Social <br />Networking<br />M<br />H<br />M<br />L<br />M<br />M<br />M<br />H<br />L<br />L<br />
  19. 19. Taking a Community Approach<br />Branded Community Consists of Three Pillars<br />Feedback<br />Advocacy<br />Support<br />Drivesinnovation, product quality & financials<br />Drivesmarketing effectiveness<br />Improvescustomer experience, reduces cost of support<br />High performing communities incorporate one <br />or more of these pillars<br />
  20. 20. Achieving Business Results Through Community<br />Three Most Common Metrics By Pillar and Health and Performance:<br />
  21. 21. Unlock the Untapped Potential<br />Typical workgroup<br />Breadth of insight<br />Potentially valuable insights<br />Insights<br /> from known individuals<br />Breadth of community<br />11/17/2009<br />Telligent Confidential<br />20<br />
  22. 22. Social Marketing Measurement and Reporting Elements <br />ComBlu Social Marketing Dashboard <br />Community and social marketing activity summary which highlights the community&apos;s health and performance against business-based key performance indicators (KPIs) in addition to brand awareness and impact:<br />Advocacy & <br />Awareness<br />Membership & Engagement<br />Metrics & <br />Analytics<br />Executive <br />Summary<br />Provides an overview of current activity and performance<br />Performance scores and trend lines that indicate community status:<br /><ul><li>Red– “at risk” state
  23. 23. Yellow – “in transition” state
  24. 24. Green– “optimal performance” state</li></ul>Tracks and measures community membership levels, recruitment, and long- term engagement activities<br />Social marketing metrics focused on community and brand awareness<br />Social Marketing Dashboard<br />Community Performance Index™<br />Brand conversation share, sentiment, reach and influence metrics report<br />Detailed scorecard that integrates all metrics at a highly granular level<br />
  25. 25. Sample Telligent Analytics™ Reports<br />Dashboards<br />Traditional Page Views<br />The language of ROI today<br />At a glance<br />Complement, not-compete<br /><ul><li>Not meant to replace existing web analytics tools
  26. 26. Most similar to Google Analytics</li></ul>Helps tell the engagement story<br /><ul><li>Where your customers go and what they talk about</li></ul>Visitor Analysis<br />Detailed insight. True engagement.<br />
  27. 27. Sample ComBlu Community Performance Index™<br />The ComBlu Community Performance Index™, its indices and function is Patent Pending. Copyright 2008-2009, Communications Blueprints, L.L.C. All Rights Reserved.<br />
  28. 28. Sample ComBlu Social Marketing Dashboard <br />
  29. 29. Questions<br />?<br />
  30. 30. Contact<br />George Dearing<br />Corporate Evangelist/SalesConsultant, Telligent<br />http://www.telligent.com<br />GDearing@telligent.com<br />Steve Hershberger<br />Principal, ComBlu<br />www.comblu.com<br />sthersh@comblu.com<br />312-649-1687<br />
  31. 31. ©2009 Telligent Systems, Inc. All rights reserved. Telligent and its symbol are registered trademarks or trademarks of Telligent Systems, Inc. Other company and product names mentioned herein are property of their respective owners. The contents of this publication are subject to change without notification and are the property of and cannot be reproduced without the written permission of Telligent . The contents of this publication are not a commitment by Telligent to provide the features and benefits described.<br />© Copyright 2007-2009. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)<br />27<br />