tsc12 - kenneth refsgaard - tomtom
TRANSCRIPT
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TomTom Discussionsa story of real business results
Kenneth Refsgaard
Team Lead Online Support and Community Manager
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WORLD LEADER IN LOCATION AND
NAVIGATIONPRODUCTS
AND SERVICES
OVER 3,500 EMPLOYEES WORLDWIDE
BASEDIN
AMSTERDAM
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3
1991 1996 2004 2005 2006 2008
Founded
Fully focused on car navigation
2001 2007 2009 2010
LIVE Services launched
in US
2011
Our history
First navigation software launched
Acquisition ofTele Atlas
Acquisition of fleet
management company
Fully focused on car navigation
Introduction of the PND
Acquisition of
HD Traffic technology
Set up Automotive
First line fitted
Automotive product with
Renault
LIVE Services available across
Europe
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TomTom Discussions – a success story
• Launched 1st March 2011
• 300,000 visits per month
• 34,000 registered users
• 78,000 posts
• 600 min response time
• 15% contact deflection
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Early community strategy
• Third-party communities
• Deflection
• Advocacy
• Product feedback
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Gathering momentum, challenging concerns
• Customers are already talking
• We need to be part of the conversation
• We need transparency to build trust
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Building the case for community
• Gather broad support within the business
• Focus on a clear business objective
• Define engagement strategy
• Select the right solution
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Staffing the community
• It takes two:
• Community Manager
• Moderator
• Roles on TomTom Discussions:
• Community Manager
• Moderator
• Staff
• TomTom Employee
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Three launch success factors
• Community structure and design
• The „30-10-10 rule‟
• 5-10 posts per day, per board
• Promotion
• Start BIG, no „pilots‟
• Manage participation levels
• The „48 hour rule‟
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Superusers are the key
• The 1:9:90 rule
• Ranks and rewards
• Identify potential superusers
• Build relationships
• Plan a superuser program
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Handling negativity and detractors
• Clear guidelines for the community
• Superfans are your strongest weapon
• Brand advocates are best at defending your brand
• Customers will trust other customers
Superuser response to detractor:
“I don't mean to minimize your issues at all…. I sympathize with you. Just wanted to note that your experience is not universal by any means. I've lived with [competitor] for 3 years, spent quite a bit of time on the various forums and researching devices… In the end, I decided to take a chance on the [TomTom] 2535 M Live in April. The device has been, in a word, spectacular.”
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Our results – some highlights
9 February 201212
• English language community serves global customer base
• Superusers spend 20 to 50 hours per week
• 15% reduction in support contacts
• Powerful product feedback from community
United
Kingdom
24%
United States
22%
France
8%
Netherlands
8%
Germany
7%Australia
4%
Italy
4%Canada
4%
Spain
3%
Belgium
2%
Other
14%
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Where do we go from here?
• French and German language forums
• Voice of the community deeper into the business
• Bring advocacy into the wider social web
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Thank you
Any questions?