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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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