how to engage your customer community by kamales lardi
DESCRIPTION
How to engage your customer community? #Beesocial Event - Beekeeper 6.February 2014 - Kamales LardiTRANSCRIPT
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How to engage your customer community
Kamales Lardi, Lardi & Partner Consulting GmbH @kamlardi6th February 2014
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Social media is just another way to reach, engage & interact with customers Social
media
Media Advertising
Direct Marketing
Personal Selling
Event Marketing
Mobile Web / Digital
Search Sales & Promotion
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But many companies still get it wrong… WHY?
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Customer community engagementhow READY is your company?
Maturity Assessment Tool:http://www.lardipartner.com/smma/
Source: LPC, 2012
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Customer community engagementhave the right FOUNDATION in place
Social Media Strategy Book:http://build-your-social-business.eu/
Source: LPC, 2012
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Customer community engagementCritical elements
1. Define objectives
3. Define content strategy
2. Identify target
audience
•Determine goals for community engagement
•Define performance metrics linked to business goals
•Define user personas
• Identify channels they use
•Define points to engage and add value
•Determine key messages
• Identify or develop content
•Develop content plan & calendar
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Engaging your customer communityUse compelling content
• Targeted, useful content that drives engagement• Not just sales or business related – topics that users are
‘passionate’ about• Clear ‘call to action’
Examples:• Hubspot:
- Creates & shares content interesting for target audiences
- Users must provide contact details to download content (lead management)
- Content is promoted across all online channels (website, blog, social media etc.)
• Volvo:- Used a video of JC Van Damme to demo precision
& dynamic steering- Interesting, entertaining, ‘wow’ factor but relevant
to the product offering
Hubspot – Content Marketing
Volvo – Dynamic Steering Test
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Engaging your customer communityLaunch contests, competitions & games
• Study shows ‘gamification’ increases commenting by 13%, social sharing by 22% and content discovery by 68%*
• Tap into competitive nature of people
Examples:• Puma:
- Create instant scoreboard, rate anything, interact with anyone
- Live scores on website, mobile
• Swiss Re:- Launched Ourspace internal collaboration platform - Divisions & teams across organisation - Ran internal ‘Oscars’ to showcase and reward best
use cases of the platform
Puma – Life Scoreboard
*Source: http://venturebeat.com/2013/03/26/billions-of-online-user-actions-say-gamification-increases-site-engagement-29/
Swiss Re – Ourspace
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Engaging your customer communityInvolve the community members
• Involve community members to participate, gather ideas, test or rate products
• Users feel sense of ownership & participation• See ideas materialise
Examples:• Walkers Crisps:
- Competition for crisps flavour- 6 flavours selected, winner based on public vote - Gain new product ideas, involve community
• Migros- Company or product improvement ideas collected
through website- < 30k registered users; <13k product and <15k
Migros improvement ideas
Walkers Crisps – Do Us a Flavour
Migros – Migipedia
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Engaging your customer communityLeveraging ambassadors / key influencers
• Leverage group of ambassadors or key influencer (e.g., bloggers, brand advocates, expert users, product fans, journalists)
• Partner to promote brand/product/services or share knowledge / know-how with other users
Examples:• Swisscom:
- Customers help other customers by answering common questions & providing technical advice
- 98% of user requests resolved by users- Swisscom customer care only monitors, steps in
for issues community is unable to resolve• Lancome
- Partner with popular YouTube vloggers & make-up gurus
- Product reviews, how-to videos- Leverage existing fan base to promote products
Swisscom - Support Community
Lancome - YouTube Vloggers
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Engaging your customer communityEngage emotionally with audiences
• Tap into emotions of target audience with something personal / that matters to them
• Use emotions as trigger for CTA• Appeal to cause users are passionate about
Examples:• Dove:
- 3-minute YouTube film about how women view themselves
- Goal to build brand love & loyalty- 163m views; 4.6b media impressions; reached
275k followers on Google+ • Chipotle:
- Mexican grill food restaurant- Promote fresh food through video & mobile game- Fight against processed food production- Almost 12m views to date (since Sept 2013)
Dove – Real Beauty Sketches
Chipotle – Scarecrow Game
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Final recap…A few things to keep in mind
Ensure company readiness
Have the right foundation in place
Define clear objectives for community
Identify target audience
Develop content strategy & plan
Apply engagement tactics, but offer value!
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Thank you
@KamLardi
ch.linkedin.com/in/kamaleslardi
slideshare.net/kamalesn
xing.com/profiles/Kamales_Lardi
lardistrategy.com
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