lithium get serious about online communities

Get Serious About Online Communities

June 25, 2013

today’s speakers

Kathy Baughman

President & Co-Founder

ComBlu

@ComBlu

Joe Cothrel

Chief Community Officer

Lithium

@cothrel

@LithiumTech @ComBlu #seriousaboutsocial

June 2013 @LithiumTech @ComBlu #seriousaboutsocial

© COPYRIGHT 2013, COMBLU, Inc.

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Overall Report Stats

• Looked at same industries as 2011

study • Added a few new brands

o United Healthcare o Cisco o State Farm

• Dropped a few this year o Dreamworks o Sony Entertainment o Anthem BC/BS

• Joined fewer communities o More stringent criteria o Brands sunsetted properties

1 @LithiumTech @ComBlu #seriousaboutsocial


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Study “Aha’s”

Overall Classification

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• Social experimentation jumped from 50 to 55%, whereas the cohesive strategy category dropped from 42 to 37%

• Perennial top scorers dropped back in the pack o Intel, American Express,

Discovery • Natural part of maturation process

o More community experience and sophisticated analytics

o Jettisoning things that don’t work; introducing a new era of experimentation

o Expect to see growth spurt in cohesive next year

Surge in Experimentation



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2012 Top Performers

Interesting Observations • 15 brands scored ≥ 50 points, up from

12 in 2011 o Six brands new to this category

AT&T, IBM, Cisco, Kraft, Sprint, T-Mobile

• Telecommunications = first industry for all brands to score ≥50



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• An additional 15 brands scored ≤ 50, but high enough to make high wattage category

• Aetna was the most improved with a 30-point jump

• Dropping out of high wattage category this year o Apple o Disney o Southwest Airlines o JetBlue o Ubisoft o Best Buy o Bank of America

2012 Bright Lights



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Study “Aha’s”

• Big lack of community and social assimilation o Brands equate community with

Facebook presence; measure success by # of fans or shares

• “Likes” ≠ “relationship with customer” • Community = “go-to” destination

o Product info, knowledge, shared insights, mentorship, brand connection

o Deeper discussions and interactions

• Optimize and leverage both for best results

Community vs. Facebook



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ENGAGEMENT: WHAT NOT TO DO



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Worst Practices

1 Moderating comments, stories and photos before posting

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2 Asking for information at registration and promising to drive pertinent content…but never delivering on promise

3 Leaving up hopelessly outdated content, campaigns and conversations



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Worst Practices

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Displaying a “what’s new” banner and never showing anything new

Asking members to submit success stories but never disclosing selection or site inclusion criteria



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DELIVER ON YOUR COMMUNITY MISSION



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Great Engagement Tactics

Used community and social to crowdsource a graphic novel that became the basis for creative product launch. Roady Awards: Celebrates high-performing community members through a peer-nominated awards program. Hackathon: Great integration of online and offline events and community. Provides a virtual backstage pass to NBC shows and properties. Great multiscreen community experience. My Sleep Coach offers a six-week, community-based workshop to help improve sleep habits.



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MAKE YOUR COMMUNITY A TRUSTED CONTENT AND ENGAGEMENT HUB



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Best Practice Adoption

• No significant change in Best Practice adoption rates

• Biggest Winners: o User reviews: 27% to 51% o Toolbars/custom widgets:

10% to 26% • Community Manager rebounded

slightly: 52% is highest level yet • Highest adoption: mission-

appropriate engagement and new/featured content

• Biggest Loser o Content aggregation: 78%

down from 92%



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Best Practice Adoption: Support

31% = Support communities vs. 33% last year High adoption rate of Support Best Practices: • Content Tagging: organizes community

content by segment, problem, product or service

• Rewards and Recognition: reinforces community experts and keeps engaged

• Leaderboards: spotlights top performers and SMEs

• Advocate Program: taps the passion of knowledgeable customers and keeps engaged as mentors and SMEs

Faceted search, featured content, forums and content rating were all ≥ 75% adoption rates Rest lagged with advocate programs only at 47%



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AT&T Case Study

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Easy Navigation

Quick way to interact with brand

Return Motivator

Shows best community content

Motivates more posts



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Best Practice Adoption: Advocacy

84% = Advocacy communities vs. 75% last year Best Practices associated with brand advocacy: • Rich Media: captures attention and provides a

shareable, snackable asset (78%) • Share Features: optimizes amplification (78%) • Social Networking: sparks group conversations

and segments by interests (51%) • Community Manager: builds affinity (47%) • Offline Engagement: integrates real world and

virtual experiences (32%) • Rewards and Recognition: builds continuous

engagement and brand involvement (43%) • User Reviews: captures post-purchase VOC

(54%) • Advocate or Expert Program: essential for

spreading WOM (16%)



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Home Depot Case Study

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Content customization

Home Depot advocacy examples

Localized Content Personalizes

Expertise

Quickly shows club benefits

How-to content drives engagement



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Best Practice Adoption by Pillar: Feedback

15% = Feedback communities vs. 20% last year • Provide insights, ideas and efficiencies in

bringing products and services to market • Bring members a way to contribute and feel

deep kinship and brand affinity • SAP, Dell, Starbucks and Verizon all manage

high-performing feedback communities

Best Practices most associated with Feedback: • Polling/feedback to gain consensus around

new ideas • Content rating/ranking to facilitate

crowdsourcing • Forums to facilitate further, deeper

discussion • Leaderboards to recognize top contributors

and promote top ideas • Personal dashboard to track ideas that are

contributed or added



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EA Case Study

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Content customization

Members can engage with multiple

social channels inside the community

Allows community to quickly scan new ideas

Shows movement



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COMMUNITY EXPANDS ACROSS A ROBUST ECOSYSTEM

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Social Media Integration

Drop in percentage of communities tightly integrated with social. Some great examples of a more sophisticated model:

Crowdsourcing engagement activities using both community and Facebook Features a customer care tab on Facebook that integrates with online support community Feature Twitter feeds in support communities and invite members to respond Developed sophisticated Facebook home page which links to product pages and CRM initiatives



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Social Media Integration

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Sprint Facebook Community Page

Lil Wayne Campaign – social crowdsourced

commercial

Coca-Cola Facebook Community Page


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Mobile is missing in action • Six of the 15 industries scored have NO mobile apps • Health insurance is the only industry at 50% adoption

rate Some great examples include:

Access meal plans built in online community; track progress; access shopping lists Access saved recipes; search for recipes based on ingredients; get coupons at POS Offers Journey for Control app for managing diabetes; integrates with online community Offers Lipitor app that integrates with online community content Integrates desktop-to-pad-to-mobile experience with its Shop Your Way community. Access product reviews; earn and redeem points; download coupons and promotional codes

Mobile Integration with Community



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Access meal plan anytime via My Special K App

Access Shop Your Way at home or on the go

Ability to manage heart health via Lipitor app

Mobile Integration with Community


questions?

Kathy Baughman

President & Co-Founder

ComBlu

@ComBlu

Joe Cothrel

Chief Community Officer

Lithium

@cothrel


lithium get serious about online communities

Technology

brands new

customer community

socialassimilationo

industry forall brands

new era ofexperimentationo

category att

whats new banner andnever

high wattagecategory