five trends that will transform customer communities
DESCRIPTION
Presentation at Community 2.0 in San Francisco, May 12, 2009TRANSCRIPT
Five Trends That Will Transform Customer CommunitiesJoe Cothrel, Chief Community Officer, Lithium Technologies
Community 2.0, San Francisco, May 12, 2009
Lithium Technologies 140 customers 200 communities
20M registered users 1B page views/month
Five trends
From … community to network fragmented to integrated intuition to measurement listening to responding practice to discipline
From Community to Network
TrendCustomer communities are reaching out to social
networks and incorporating some of their features.
ThreatLose visibility, lose influence, lose members.
OpportunityBroaden your reach, fuel your growth, keep up
with the competition.
Web 2.0 Abroad
Most common errors of the Web 2.0 community makeover:
Landing page dominated by “what’s new” 91% of users don’t care what’s new
The “ghost-town” effect. “Halloween is over.”
Highlighting “friending” over “finding” “I’m not a teenager and this isn’t MySpace. I just
want an answer to my question.”
Web 2.0 At Home
Most community users still value speed and ease above all other attributes.
From Fragmented to Integrated
TrendCustomer communities are integrating their
disperse elements (blogs, forums, etc.) and integrating with other enterprise systems.
ThreatLose control over member experience.
Opportunity Improve overall customer experience.
CRM
Create
2008
Integrate
2009
Extend
2010
Creation of stand-alone community elements on the website.
Integration of community elements and business systems.
Extension of community across the social web.
CRM
Integration Is the Thing This Year
Why Is Integration Happening?
Web Analytics + Community Analytics
Integrating web and community analytics helps you to identify the community content and users that drive business outcomes.
Shown: Omniture-Lithium Integration
From Intuition to Measurement
TrendCustomer communities are now run on data
rather than a sense that this is “a good thing to do.”
ThreatLet data make decisions rather than letting people
make decisions.
OpportunityEnsure community is sustainable in the future.
CRM
Health Return Insight
A measure of success for customers/users.
A measure of success for the business.
A measure of what customers are thinking.
Three Kinds of Measurement
UNIVERSAL TYPE-SPECIFIC UNIVERSAL AND TYPE-SPECIFIC
The Discipline of a Weekly Report
From Listening to Responding
TrendToday’s focus on listening will soon give way to a
need to change the way companies do business.
ThreatSet unrealistic with customers that create
dissatisfaction.
OpportunityUse customer wisdom to prevent problems and
exploit opportunities.
Interact
1995-2005
Listen
2005-2015
Respond
2015-2025
Enabling interaction so that customers can help each other.
Listening to customers and addressing their needs one by one.
Dynamically creating products and processes in partnership with customers.
A Transformation Affecting Every Business
Why Idea Engines Matter
From Practice to Discipline
TrendCommunity management is changing from an ad
hoc practice to a defined discipline.
ThreatMore competition and pressure on community
managers.
OpportunityMore knowledge and more tools available to make
your community successful.
What’s in Your Toolbox?
