Jerry Silver of EMC - Selling Value

http://www.social5150.com/blog/2012/03/the-how-to-talk-to-your-executive-team-about-social-rap/

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Selling the Value of
Your Community
Developer Relations Conference 2012

Jerry Silver
Product Marketing Manager
EMC Documentum Developer Community


Satisfaction / KB / Support Thought Ideation
Loyalty Leadership

Marketing Partnership Education Adoption


Give me a good reason
why I should assign resources
to this thing.

Source: Olivier Blanchard


Source: Olivier Alain Blanchard


Status

Knowledge

Networking

Support, Research


Top Drivers


Performance / Maturity

Source: Aberdeen Group


Community and NPS
• The more conversations a customer has, the more likely they are to recommend the product
• Consumers who have more than 6 conversations per month result in a spike in NPS

Sage Software used their online community to increase NPS by 20 points
http://www.lithium.com/pdfs/casestudies/Lithium-Sage-Case-
Study.pdf


Community and Customer Loyalty

Community users remain Community users spend 54% Community users visit nine
customers 50% longer than more than non-community times more often than non-
non-community users. (AT&T) users (EBay) community users (McKInsey)

56% of Social Media users say
“ [social computing]
they feel a stronger
investments in customer
Community users have four connection with and better
online buying process offer a
times as many page views as served by companies when
direct return on investment
non-community users they can interact with them in
(ROI) in terms of sales,
(McKinsey) a social media environment
awareness and customer
(Cone Business in Social
loyalty .” (Gartner)
Media Study)

77% cite reviews as being
useful in making a recent
purchase. Ratings & Reviews Creating a community of
are the top ranked Content advocates drives revenues
Discovery Tool for driving and growth (Apple INC.)
consumer trust and loyalty
(Jupiter Research)


Community and Product Adoption

We notice when we launch a new product with a
community component, the rate of adoption is much
faster. There is a ramp-up period, when a product has
gone live but has not yet achieved enough market
penetration to be generally available. Until then you
need to invest money, time and effort in marketing and
education. We’ve had products go slow through the
ramp-up process, but then we help by introducing a
social media component, and then product adoption
goes much faster.

Mark Yolton, SVP of SAP Community Network


Awareness
Engagement
Advocacy
Conversion


Awareness Engagement Conversion Advocacy


Finding Influencers

• Increase marketing reach by 50%
• Speed sales
• Maximize ROI

Source: Lithium Technologies


Business Value

Sentiment

Engagement

Traffic


Traffic/ Engagement

Characteristic Measure
Growing Registration Count
Useful Content – Number of Posts, Tags, Rating
Popular Traffic – Page views, SEO, SOV
Responsiveness Response time
Interactive Thread depth, distinct contributors, UGC
Liveliness Post distribution

Source: Lithium Technologies: Measuring Community Health for Online Communities


Sentiment
Twitter 1208
Blogs 225
Facebook 32
Forums 20
Traditional
56
News
Total Mentions 1,541


Business Value

Activity Benefits
• Demo Sign Ups • Leads
• Webinar Sign Ups • Revenue
• Contact Forms • Lower Support Costs
• Whitepaper Downloads • Brand Awareness
• Email Signups • Purchase Influence
• Referrals to Demand • Insight
Gen Assets


Balanced Scorecard

Source: The ROI of Social Media Marketing, Forrester Research


CSF1: Executive Sponsor

Finally, someone with some
real metrics for me to sink my
teeth into!
Good job, Sparky! You done
gewd!

Source: Olivier Blanchard


CSF2: The Right Platform

Content Curation

User Profiling and
Reputation Management

Social Web Integration

CRM Integration

Actionable Analytics


CSF3: Align structure to member goals

Common Content
interests organization
• Using the same • Discovery and
product navigation
• Solving the • Participation
same set of • Reputation and
problems member
affiliations


CSF4: Align Structure To Company Goals
• Prescriptive navigation
Guide • Meaningful metadata

• Manage / Govern
Contribute • Moderate
• Curate

• Respond
Listen • Track activity by product

• Social Beacon
Engage • SEO
• Demand gen referrals


Live Long and Prosper
Fail fast!

Get agreement on what metrics are
meaningful and how to measure/derive them

“ROI” = financial returns

Correlate activity to outcomes

Investment is for the long term


References
• http://www.slideshare.net/thebrandbuilder/buzz-2010-
presentation
• Forrester Research, The ROI Of Social Media Marketing
• http://www.lithium.com/pdfs/casestudies/Lithium-Sage-
Case-Study.pdf
• http://www.slideshare.net/kloosm/net-promoter-score-and-
social-media-generic
• http://blogs.business.com/b2b-online-marketing/2009/b2b-
online-community-sap/
• Lithium Technologies, Building Customer Networks for
Successful Word of Mouth Marketing
• Lithium Technologies: Measuring Community Health for
Online Communities


Selling the Value of
Your Community
Developer Relations Conference 2012

Jerry Silver
Product Marketing Manager
EMC Documentum Developer Community


Jerry Silver of EMC - Selling Value

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Jerry Silver of EMC - Selling Value