Get A Little Closer: How Organizations Can Use Communities to Improve Relationships

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Published on October 1, 2014

Author: vdimauro

Source: slideshare.net

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These slides were presented at the Digital Strategy Conference Ottawa, at Carleton University September 30, 2014.

1. L E A D E R NETWORKS Get A Little Closer: How Organizations Can Use Communities to Improve Relationships Digital Strategy Conference Ottawa Tuesday September 30th 2014 3:45 to 4:30 Vanessa DiMauro CEO, Leader Networks http://www.leadernetworks.com @vdimauro vdimauro@leadernetworks.com Copyright © 2014 Leader Networks, LLC Proprietary & Confidential 1

2. L E A D E R NETWORKS • Vanessa DiMauro is the founder and CEO of Leader Networks, a research and strategy consulting company that helps organizations succeed in social business and B2B online community building. • 20 years experience leading online communities. • Many clients have won industry awards such as Forrester’s Groundswell, B2B Marketing Award, and SNCR’s Excellence in Communications. • Her work has been covered by leading publications such as the New York Times, the Wall Street Journal and Forbes. • Recently named a one of 40 top social marketing masters worldwide by Forbes. • Former Executive-In-Residence at Babson College’s Olin School of Management, holds both a B.A. and M.A. from Boston College and blogs at http://www.leadernetworks.com/blog/. Copyright © 2014 Leader Networks, LLC

3. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Leader Networks Clients 3

4. L E A D E R NETWORKS Fact Online community can fuel revenue; a significant increase (of at least 18%) in post-launch expenditure from community customers can be attributed to their joining the community. Puneet Manchanda et. al. Social Dollars: The Economic Impact of Customer Participation in a Firm-sponsored Online Customer Community, 2013 Copyright © 2014 Leader Networks, LLC

5. L E A D E R NETWORKS Fact 60% of IT executives now view collaboration software as a critical or high priority for conducting business today. July 2013 Forrester Research report: "Setting the Technology Foundation for Your Social Business and Collaboration Strategy." Copyright © 2014 Leader Networks, LLC

6. L E A D E R NETWORKS Fact Communities generate a 67% lift in a brand’s Net Promoter Score compared to those customers not engaged with a brand socially. Millward-Brown, Owning Your Brand's Social Community Drives More Shoppers and Sales, July 2014 Copyright © 2014 Leader Networks, LLC

7. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Created with Haiku Deck

8. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Photo by Taiger808 - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/43271626@N00 Created with Haiku Deck

9. L E A D E R NETWORKS Four Business Drivers Fueling The Case For Copyright © 2014 Leader Networks, LLC Community Ability to scale and achieve greater efficiencies. Increased self-service opportunities Greater customer intimacy which leads to increased customer satisfaction Increasing access to customer ideas to accelerate speed to market and successful adoption

10. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Photo by Hammonton Photography - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/25880282@N04 Created with Haiku Deck

11. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Photo by Lst1984 - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/21245573@N00 Created with Haiku Deck

12. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Photo by archer10 (Dennis) - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/22490717@N02 Created with Haiku Deck

13. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Photo by szeke - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/43355249@N00 Created with Haiku Deck

14. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Photo by Beverly & Pack - Creative Commons Attribution License https://www.flickr.com/photos/10101046@N06 Created with Haiku Deck

15. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC Photo by JD Hancock - Creative Commons Attribution License https://www.flickr.com/photos/83346641@N00 Created with Haiku Deck

16. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC

17. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC

18. L E A D E R NETWORKS The Community-Building Process Copyright © 2014 Leader Networks, LLC Create vision Target & segment audience Validate plan Identify performance measurements Benchmark competition & best of breed Choose tools and features Pilot launch Align operations Photo by ShutterRunner - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/40718898@N04 Created with Haiku Deck

19. L E A D E R NETWORKS Strategic Success Factors • Solve a business issue or enable a business process Copyright © 2014 Leader Networks, LLC improvement – faster or better than in person • Be easy and intuitive • Involve users in co-creation • Have a strong executive sponsor who is willing to lead by example & skilled staff • Generate clear revenue or returns • Outcomes are measured and aligned with key business processes • Have a well crafted member engagement plan 19

20. L E A D E R NETWORKS Copyright © 2014 Leader Networks, LLC

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