SMT: Adding Value with Online Community

Adding Value with Online Community

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About this Webinar

How you can Share

• Submit your questions in the GotoWebinar presentation window

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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: