building a community from scratch
TRANSCRIPT
@getsatisfaction1
How Community Becomes an
Essential Customer Engagement Strategy
Presented by: Scott Hirsch, VP Product & Content Marketing, Get Satisfaction
Tamera Rousseau-Vesta, Digital and Community Marketing Manager, Extreme Networks
February 18, 2014
Community that means business.
@getsatisfaction2
“Companies that don’t realize their markets are now
networked person-to-person, getting smarter as a result
and deeply joined in conversation, are missing their best
opportunity.”
The Power of Customer Conversation
~Cluetrain Manifesto,
2000
@getsatisfaction3
Creates an “open window” for customer engagement that
..
– Creates mutual value for customers and for companies: support, product
development, and marketing
– Transforms organizations to become customer-centric
– Powers a differentiated digital experience
The Community Effect
EXTREME NETWORKS COMMUNITYAN OPEN WINDOW TO DRIVE ENGAGEMENT
Tamera Rousseau-Vesta
Digital and Community Marketing Manager
AGENDA
©2014 Extreme Networks, Inc. All rights reserved. 5
• WHY A COMMUNITY?
• FOUR STAGES OF COMMUNITY STRATEGY
• RECOMMENDED BEST PRACTICES
• QUESTIONS AND ANSWERS
Who is Extreme Networks?
• 4th largest vendor in the networking
industry
• 12,000 customers in over 85 countries
• 30 year old company with locations
worldwide
• Publically traded company headquartered
in San Jose, CA
©2014 Extreme Networks, Inc. All rights reserved. 6
What is a Community?
• An open window into Extreme Networks
company and culture
• The voice of the customer is #1
– Opportunity to engage through rich and
relevant conversions
– Our customers connect dots between
marketing, support and development
• Customer engagement traditionally is an
inside>out world
– Communities allow for in outside>in
engagement
– Allows for true open, transparent, and
approachable culture
– Customer interacts with brand when and
how they choose
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Stages of Community Strategy
Stage ONE
Begins with the question "How can we make a
better customer experience?”
• Assessing Organizational Readiness
• Problem Solving and Relationship Building
• Identify Stakeholders
©2014 Extreme Networks, Inc. All rights reserved. 10
Stages of Community Strategy
Stage TWO
Bringing the community to life.
• Champions and Advocates
• Metrics and Reporting
• Content Calendar Alignment
©2014 Extreme Networks, Inc. All rights reserved. 11
Stages of Community Strategy
Stage THREE
It’s time to grow and evolve.
• Fostering Community Ownership
• Identifying Other Streams
• Enhanced Analytics
©2014 Extreme Networks, Inc. All rights reserved. 12
Stages of Community Strategy
Stage FOUR
The gold standard for community maturity
• Content Positioning
• Self-sustaining Engagement
• Fine-tuning of Goals and Mission
©2014 Extreme Networks, Inc. All rights reserved. 13
Community Best Practices
• Guidelines and Code of Conduct Development
– Create a culture of responsible transparency
– Brand representation
– Common sense reigns supreme
• No sell zone
• Create a circle of influence – SME development
• Content creation with audience participation
• Have a great time!
©2014 Extreme Networks, Inc. All rights reserved. 14
Wrapping Up
• Ask yourself “WHY” you don’t have a
customer community.
• Assess your organization for community
readiness
• Work with business stakeholders to align
goals with the community mission
• Create an experience where the voice of
the customer is #1
©2014 Extreme Networks, Inc. All rights reserved. 15
17
Questions and Answers
“The majority of the content of this presentation is provided by Extreme Networks, Inc. and was provided in a webinar on February 18, 2014. This presentation has been modified slightly
so that it can posted publically and the information is current as of February 18, 2014.
Extreme Networks is a customer of Get Satisfaction and is providing its portion of the presentation as an accommodation to Get Satisfaction. The information provided by Extreme Networks
is for informational purposes only and Get Satisfaction and Extreme Networks shall not be liable to anyone under any circumstances for any of the contents or information contained in this
presentation. While this presentation may be viewed, this presentation shall not be distributed to any third party.
Extreme Networks and the Extreme Networks logo are trademarks or registered trademarks of Extreme Networks, Inc. in the United States and/or other countries. Get Satisfaction and the
Get Satisfaction logo are trademarks or registered trademarks of Get Satisfaction in the United States and/or other countries. For more information on Extreme Networks’ trademarks, see:
www.extremenetworks.com/about-extreme/trademarks.aspx.”