deflect calls with a support community or increase SEO with a marketing ... Do you make it easy for your customers to ad
• Can you sift through the noise and find the signals in social media—the conversations relevant to your brand?
based on the research and writings of Dr. Michael Wu and Geoffrey Moore’s Four Gear Model
• Can customers find your content and brand on popular communities of interest (e.g., YouTube, Instagram, Pinterest)? • Can they find your brand on popular social networks (e.g., Facebook, Twitter, Google+)?
• Are your social strategies fully integrated with your monetization engines (e.g., your e-commerce and CRM system)?
• Are your customers coming back, helping you share, curate, create and co-create?
• Do you have strategies to innovate the social customer experience in your customer community (i.e., do you focus on the point of transaction or the customer journey to that point)?
• Can your customers interact with each other?
• Do you engage your potential customers before monetization?
• What are your strategies for strengthening customer relationships?
• Do you continue to engage your customers after monetization and enlist your most passionate customers? • Are your business KPIs well-aligned with the type of community you have developed (e.g., are you looking to deflect calls with a support community or increase SEO with a marketing community?)
there are only 24 hours in a day
there are only two categories of social media
key challenge: the social web is huge, complex and getting more so every day
ist
enl
is your monetization gear spinning?
• Do you actively bring your customers from off-domain social channels to your on-domain community?
• Is your content compelling? Is it relevant? Is it timely?
the mechanism that enables you to attract and capture new consumers
onetiz
• Where are you having conversations with your customers?
• Are you involved in a two-way dialog with your social customers?
your starter gear,
is your engagement gear spinning?
the part of the machine that helps you convert, deliver, satisfy and upsell key challenge: it’s easy in the short term, but impossible in the long term without all of the other gears
e
is your acquisition gear spinning?
social strategies for long term business advantage—and the science behind how they work
the gear that nurtures prospects and customers and cultivates long term loyalty key challenge: sustaining interest and attention in a crowded, noisy, competitive social marketplace
m
a
enga ge
the science of social 2
ire cqu
the mechanism that enables you to attract and capture new consumers key challenge: the social web is huge, complex and getting more so every day
the gear that invites your customers to participate in the business in a whole new way key challenge: securing, motivating and sustaining participation.
is your enlistment gear spinning? • Are you actively co-creating with your customers? • Do you adapt to your customer community? Do you learn from your customers and implement their ideas? • Do you make it easy for your customers to adapt to your company? Do you engage your customers and provide them with information about your business? • Do you have a long-term gamification strategy? Do you have a wide array of available rewards and reinforcement mechanisms at different timescales? Do you level up your customers constantly to match their skills and ability? • Do you guard against the unintended consequences of gamification? How do you mitigate cheating, addiction and overjustification? • Do you have strategies for moving customers from extrinsic rewards to intrinsic motivation?
moving directly from acquisition to monetization is a poor strategy
enlistment turns customers into advocates and then influencers (superfans), which complement each other
skipped or weak engagement/ enlistment gears: • generates churn • devalues the brand • restricts growth
the trick is to move customers from passive to active engagement
• increases cost of lead gen
enlistment is the deepest form of engagement, where brands and customers co-create value for everyone
social networks and communities work together to drive awareness/interest consume share
sustained engagement requires strong relationships
curate
Facebook is great for awareness; communities are best for conversion
create communities of interest (e.g., Youtube, Instagram, etc.) generate lots of content that pulls audience to the community
key challenge: sustaining interest and attention in a crowded, noisy, competitive social marketplace
aw ar en st int ere
but acquisition channels aren’t good for sustained engagement
the gear that invites your customers to participate in the business in a whole new way
your performance gear,
the part of the machine that helps you convert, deliver, satisfy and upsell.
action
the gear that nurtures prospects and customers and cultivates long term loyalty.
desir e
your turbo gear,
key challenge: securing, motivating and sustaining participation.
Facebook irony: in the presence of strong ties (friends and families) weak ties (customer relationships) are harder to develop into strong ones
curate
co-create
the direct impact of community on monetization is purchase influence
but gamification is hard
Sephora community superfans spend 10x more than average customers
public social networks are great channels for amplification because they offer:
key challenge: it’s easy in the short term, but impossible in the long term without all the other gears 1. volume
2. visibility
3. velocity
strong relationships are built on 4 pillars
the indirect impact of community on monetization is: reduced support costs
the Best Buy community generates $5M in support savings and sales advocacy annually
Lithium social software helps the world’s most iconic brands increase loyalty, reduce support costs, drive word-of-mouth marketing and accelerate innovation. The leader in social customer experience, our SaaS platform turns social customer knowledge into support at scale and customer passion into competitive edge.
share
create
social networks amplify content visibility by pushing it through people’s personal networks
your power gear,
gamification helps deepen engagement by getting players into flow
es s
co-create
consume
but you don’t own anything acquired on a public social network— and they are poor at deeper engagement
strong customer relationships increase loyalty and enable repeat monetization
marketing effectiveness
The National Instruments support community saves $7.5M per year in call deflection
increased innovation
30 Lenovo superfans have created 1,200 knowledge base articles and 44% of accepted solutions
your most passionately customers can be enlisted to co-create with you
only gamification done right to leads to sustainable co-creation
social customer enlistment increases scale and effectiveness— and helps to acquire more potential customers
