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Final PresentationCH

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Final PresentationCH

  1. 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Community Project Caroline Hooven | Community Manager Intern
  2. 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Community Professionals (ACPs) Who are they?  Roughly 300 passionate creatives, with extensive product knowledge, who volunteer personal time to be forum problem-solvers  Adobe advocates  Content providers  Trainers and Instructors  Free-lancers/Consultants What’s their business impact?  ACPs help scale social support for Adobe by not only answering technical questions but teaching tips, tricks, and best practices on how to get more value faster from our products and services  From March-May, 2016, 25% of all content in the forums was from our ACPs with nearly 70% of answers marked as correct coming from this group.  For example: a long-time ACP has been answering questions in the forums since 2002, while working a full time job as a Pediatrician  Provides actionable feedback through pre-release programs and customer advisory board (CAB) meetings. 2
  3. 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Developing a playbook for ACP membership growth & engagement  What is the blueprint for converting a newcomer into a long-term, engaged community member?  Hypothesis: Community management is more of a proven science than art. There are trusted and programmatic community building methods to develop and accelerate engagement in a repeatable way without losing the human touch. 3
  4. 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Source  Quantitative  Administered first of three surveys (6/20/2016)  Sent to 5 separate groups based on level of engagement  47 responses out of 53 surveys sent out *intent is to measure a small sample of the total membership each month and then to rotate those approached in order to prevent survey fatigue  Qualitative  ACP Program Management  Day-to-Day management  One-on-one conversations  Engagement in ACP forum threads  Monthly CAB 4
  5. 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Early Recommendations  More personal contact on a regular basis  “Personal engagement with Tricia, email lists, newsletters…”  “I feel that if I need any help or support, I receive it right away from either the Adobe team or my fellow ACPs”  Promoting Community Content on social media platforms beyond the forums  “ACP should have their own page they can share via social media”  “Seeing what your peers are doing is extra motivation for you to do more”  In-person ACP lunches/ Roadshows  “ACP lunches are powerful to help establish that sense of ‘community’. It is essential for members to feel that *Adobe* is involved and cares on some level.”  Continue to invest in reward and recognition programs  “I am in the top 25 for most responses already, and I feel really good about that!” 5

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