building b2b online communities- best practices

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Copyright © 2012 Leader Networks, LLC 1 Building B2B Online Communities Vanessa DiMauro CEO, Leader Networks SNCR Board Member, Research Co-Chair @ vdimauro April 1, 2012 PRSA Conference

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Page 1: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC 1

Building B2B Online Communities

Vanessa DiMauro CEO, Leader Networks

SNCR Board Member, Research Co-Chair @ vdimauro April 1, 2012

PRSA Conference

Page 2: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC 2

Page 3: Building B2B Online Communities- Best practices

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Copyright © 2012 Leader Networks, LLC

Many Companies Are Responding Chaotically To The Social Chatter

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Wiki

B2B

B2C

Twitter

Facebook

LinkedIn

Blog

Web 2.0

YouTube

RSS

On-line Community

Thought Leadership

Customer Retention

Unstructured Information

Page 4: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Product Groups

Product Development

Sales & Channel Partners

Customer Service

Marketing

Distribution

Customer Service monitors Facebook, Twitter etc. for angry customers

Customer Service resolves customer issues

Customer Service doesn’t share issues with internal stakeholders

Customer Service doesn’t pass on pleased customers to Sales or Marketing

Marketing focuses on getting fans & followers to view its marketing campaigns

Marketing doesn’t use Facebook, Twitter, etc. to transact Marketing doesn’t mine interactions to identify new customers or feedback

Which Can Result In Social Media Muddle

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Online community

Page 5: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

The Shift From Chaos To Focus To move from a set of discrete interactions to a dynamic and connected ecosystem of influence relationships.

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Page 6: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Online Customer Communities Changes Business As Usual… For The Better

Deepen client relationships to

increase retention

Build greater brand equity

Provide better customer care

Shorten product innovation cycle

Extend accelerate product &

services delivery

Deliver improved

financial returns

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Social Capital In-person + online

Page 7: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Online Community’s Day Has Come!

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Page 8: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Fact

Nearly two-thirds (65%) of organizations

surveyed in 2010 are engaged in private

online communities hosted by the

companies that sell them computer

hardware, software and the services.

ITSMA 2010 report, How Customers Choose Solutions Providers, 2010: The New Buyer Paradox, by Julie

Schwartz, Katie Espinola and Olivier Nguyen Van Tan.

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Page 9: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Fact

49% of all B2B companies manage an

online community dedicated to customers

or prospects, and a third planned to create

a customer community in the near future.

Business.com Business Social Media Benchmarking Study (2009)

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Page 10: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Which Companies Need Online Customer Communities the Most? Common Characteristics of the Early Community Builders

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Customers

• Willing to share information with other customers

• Have purchased a platform product and need to communicate with each other about how to capitalize on it

• Willing to participate in off-line user groups or in person customer summits

Customer problems

(which their products or services addresses)

• Critical, ongoing and ever-changing

• Knowledge for solving problems becomes obsolete quickly

• Customers gain major value by learning from the experiences of other customers

• Urgent need to share experiences

Page 11: Building B2B Online Communities- Best practices

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Copyright © 2012 Leader Networks, LLC

Three General Models For Community

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Gated Public Hybrid

Select, narrow target audience Acceptance criteria Protected dialog Managed topical agenda Sponsor supported

Open call, all interested Member directed Public forum Big bang Ad generated support

Tiered membership Consensus/Trend driven Public forum w/ private area Thought leadership Hybrid Revenues

Initial purchase of a product / service, product / service upgrade (e.g. new functionality), new application (e.g. increased footprint inside or outside of an operating / business unit) and ongoing maintenance (very profitable and predictable).

Page 12: Building B2B Online Communities- Best practices

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Copyright © 2012 Leader Networks, LLC

Improving the Way You Enhance Your Products/Services The Case of Palladium Group’s Execution Premium Community

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Community Fast Facts

Sponsoring Company: Palladium Group (founders of the Balanced Scorecard approach to corporate measurement) Audience: Senior strategy professionals from organizations worldwide Size: More than 2,700 organizations Launch date: April 2010 Won multiple awards including SNCR Best Online Community

Page 13: Building B2B Online Communities- Best practices

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Copyright © 2012 Leader Networks, LLC

About Palladium Group’s XPC

• Help practitioners of the Balanced Scorecard share knowledge

• Increase customer intimacy

• Raise awareness of products and services

• Tap into leading trends in strategy execution

• Create a new revenue-generating service line

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Case for Community

• More than 50% of the membership from non-US countries, deepening Palladium’s market reach

• Drives conference attendance, consulting projects and publishing arm of Palladium

• Revenue-generating in first 6 months

• Over 15% of new members come from peer referrals

Results to Date

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Copyright © 2012 Leader Networks, LLC

Deepening Customer Intimacy and Enhancing Product Development The Case of LexisNexis Investigators Network (LNIN)

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Community Fast Facts Sponsoring Company: LexisNexis Audience: Federal, State and Local Law Enforcement Size: More than 7K registered members Launch date: April 2010 Won Forrester Groundswell Award 2011

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About the LNIN Community

• Appeal to federal, state and local law enforcement

• Bridge the gap between law enforcement

• Service clients better

• Add value to the customer’s purchase decision

• Maintain strong market position

• Over 4000 members in its first year, 1,700 agencies/ 50 states

• Three new product enhancements implemented

• Law Enforcement trends and hot spots

• 1100+ members have made peer-to-peer connections

• Analysts from Gartner recommended that law enforcement managers “leverage the at-large community for access to more information”

Case for Community

Results to date

Page 16: Building B2B Online Communities- Best practices

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Copyright © 2012 Leader Networks, LLC

Three Operational Processes Communities Needed To Succeed

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Expert community facilitation

A healthy balance of Institutional content (IC) and

user generated content (UGC)

Persistent and programmatic outreach

Page 17: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Types Of Members And How To Activate Them

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Fame seekers

Connectors Problem Solver

Key Characteristic Seeks opportunities to grow reputation showcase thought leadership

Seeks opportunity to be valued. Connect people with each other and with content

Reticent participant but overcomes in order to get answer to their questions

Motivators Public recognition appreciation

Off-line and online appreciation Validation thru forum post

Timely response & Information Thought leadership post

Example Rewards Member spotlight Bylined article opportunity Shout-out in newsletter or in a discussion

Additional responsibility as content curator or people matcher

Offline supplemental research or pointers to content or people who may help them

Page 18: Building B2B Online Communities- Best practices

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Copyright © 2012 Leader Networks, LLC

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People come for content

and stay

for community!

Page 19: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Online Customer Communities Changes Business As Usual… For The Better

Deepen client relationships to

increase retention

Build greater brand equity

Provide better customer care

Shorten product innovation cycle

Deliver improved financial returns

Extend accelerate product &

services delivery

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Social Capital In-person + online

Enhancing the brand because the online community can’t be quickly duplicated by competitors – it takes time to build a vibrant community

Lowering the cost of customer service by having customers solve each other’s problems

Identifying nascent customer needs before competitors recognize them – and before customers have well-articulated them

Providing a large and ongoing customer research panel

Enabling customers to easily share detailed information on how they’re using their offerings with one another, which increases their value

Page 20: Building B2B Online Communities- Best practices

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Copyright © 2012 Leader Networks, LLC 20

Current Target Outcome Delta / ROI

General Metrics

Site Metrics

Business Metrics

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Corporate Objectives

Business / Functional Unit Objectives

Community Initiative (Business Case / ROI)

– Financial – Customer – Process – Learning & Growth

Community Initiatives Should Be Aligned With Business / Functional Unit And Corporate Objectives

Page 21: Building B2B Online Communities- Best practices

L E A D E R NETWORKS

Copyright © 2012 Leader Networks, LLC

Thank You!

For more information please contact me

Vanessa DiMauro

CEO, Leader Networks

617-484-0778

[email protected]

Read the blog -> http://blog.leadernetworks.com

http://www.leadernetworks.com

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