smt: adding value with online community
DESCRIPTION
Slide deck accomanying Social Media Today's 12/18 webcast: Adding Value with Online Communityhttp://www.socialmediatoday.com/SMC/158714TRANSCRIPT
Adding Value with Online Community
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About this Webinar
How you can Share
• Submit your questions in the GotoWebinar presentation window
• Follow along and share your thoughts on Twitter at #SMTwebcast
Panel Members
Maggie Fox (@maggiefox), our moderator, is the founder and CEO of Social Media Group, helping businesses navigate the new socially engaged web. She is a leading communications and content expert and a frequent and sought-after speaker on the importance and use of social media in the enterprise.
Rachel Happe (@rhappe) is Co-Founder and Principal at The Community Roundtable, a peer network for community and social media managers, and has over fifteen years of experience with emerging enterprise technologies including social networking, ecommerce, and software applications.
Neil Beam is Sr. Manager of Channel Strategy at AT&T, serving as a guiding voice on projects affecting the customer's web experience. His expertise emphasizes Multi-Channel Retail, Social CRM, and WoM Marketing. Neil recently authored the ROI chapter for WOMMA's 2009 Measurement Guidebook.
Francois Gossieaux is a partner and co-founder at Beeline Labs, helping clients create new customers by humanizing themselves and their brands. He is also a senior fellow and board member with the Society for New Communications Research, and co-leads the yearly Tribalization of Business Study.
Community Maturity Model TM
Why Communities?
Source: “Building Customer Networks for Successful Word of Mouth Marketing,” Lithium Technologies Whitepaper, 2009.
• Targeting influential customers can increase WOM effectiveness by ~50% over random seeding.
• > 80% of the potential value of seeding programs by targeting fewer than 5% of the potential audience.
• Communities aggregate influencers and amplify their messages.
Source of ROI from WOM
1. Reduce costs
2. Increase revenue
3. Acceleration effects
4. Amplify impact of other media
5. Offers learning and insight
Forrester’s ROI Methodology
Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
Online Community
Online Community
Community Stats
Relative Size
U-Verse> 100,000 posts
> 10,000 registered users
> 30 million pages viewed
> 350,000 searches
< 2 yrs old
Wireless
> 1.3 million posts
> 2.2 million registered users
> 750 million pages viewed
> 36 million searches
< 7+ yrs old
Resources
WOMMA
Metrics Best Practice Guidebook
www.womma.org
Forrester
Report: “The ROI of Online Customer Communities”
http://pages.lithium.com/forrester-roi-support-communities.html
Lithium
Whitepaper: “Building Customer Networks for Successful Word of Mouth Marketing”
http://pages.lithium.com/word-of-mouth-marketing.html
Thanks for Joining Us
• This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and continue the discussion!
• To learn more about Social Media Group visit www.socialmediagroup.com
• Find our panelists and connect with them through the site: