bmc communities in digital experience (jiveworld 2016)

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Matt Laurenceau, Community Strategist@Matt_L

BMC CommunitiesIntegrating the Community in the Experience of Customers

BMC CommunitiesSocial hub, creating bigger & faster Customer Wins through transparent & authentic collaboration (peer to peer, interactions with R&D), leading to revenue growth for BMC

30k New content / yearcommunities.bmc.com

BMC Communities: Matt Laurenceau @matt_L

Integrated Digital Experience: Vision Fo

rres

ter

BMC Communities: Matt Laurenceau @matt_L (Source: Tweet)

Integrating the Community in the Experience of Customers1. Digital venues and Customer journey

2. Customer Onboarding

3. Events / User GroupsBMC Communities: Matt Laurenceau @matt_L

Digital Venues & Customer Journey

BMC Communities: Matt Laurenceau @matt_L

ID of Need Awareness Research Evaluation Purchase Implement Support Loyalty

WWW

BMC Communities

Docs AdvocateHubSupport

Digital Venues: Bridging content storesSeamless Search: Google Powerful Search: Coveo

Not yet: Docs, Communities, Advocate Hub

BMC Communities: Matt Laurenceau @matt_L

Quickly went from 0% to 30%

Fostering Engagement from all teams

Support, Engineering, Documentation, Education or Marketing team members help the Community to win.

Why do they engage?• Community engagement gives compelling outside-in perspective• Launching a Program is 5x quicker, 2x cheaper than using traditional

platforms

BMC Communities: Matt Laurenceau @matt_L

—Digital Venues & Customer JourneyResults

9% of traffic sourcesare from otherbmc.com venues 220k Visits / month

(more than sum ofSupport and Docs)57% Repeat

(71% sources = Natural Search)

BMC Communities: Matt Laurenceau @matt_L

Stats Source: Adobe Marketing

Customer Onboarding

We had no way to welcome new Customers and give them actionable resources to easily grab the low hanging fruits and quickly succeed with BMC Products

Customer Onboarding

BMC Communities: Matt Laurenceau @matt_L

Customer Onboarding: Next Steps

BMC Communities: Matt Laurenceau @matt_L

—Customer OnboardingCurrent Results

• Creating content is a very healthy task• Business Units « skin in the game » for success• Customers are appreciative and demanding

Creates very relevant (and constant)traffic & engagement in the Community

Physical World

The IRL interactions had no synergy with online collaboration:• No interactions to prepare Event• Actions during Event were not visible to the Community• No follow-up conversations after the Event

BMC Communities: Matt Laurenceau @matt_L

Physical World: local Events WhyExample: 4k UV / month from FR

Before Event• Blog post in Local User Group• Geo-popup (Qualtrics)

After Event• Speakers to upload pres• Prepare Next Event

Works even better in non-English speaking countries (LATAM, Europe)

BMC Communities: Matt Laurenceau @matt_L

Qualtrics: tech details

Magic engagementon any web site,without coding

BMC Communities: Matt Laurenceau @matt_L

—Physical World EngagementResults and next StepsLocal User Groups:• « Great to eventually be able to

chat with you over a few

drinks »

• Awareness 2x, Engagement 10x

Engage WW Event:• Fostering registrations

• Merging the experience: registration, mobile

app (content, challenges)

Takeaways

One company.Walking the Digital talk

BMC Communities: Matt Laurenceau @matt_L

February 2016 Survey results• ~900 responses• 81%+ daily or weekly usage• Significant NPS improvement40%

10%1%

2%

—Thanks

BMC Communities: Matt Laurenceau @matt_L