How to Gain Market Intelligence Through Communities

  • Published on
    29-Nov-2014

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DESCRIPTION

User-generated content can make or break your B2B or B2C business. In fact, Forresters most recent Social Depth Platforms Wave reported that user-generated content favorably influences buying behavior...business-to-business companies are increasingly investigating how to use ratings and reviews to influence purchases. Despite these findings, many organizations continue to allow 3rd party vendors to control user-generated ratings and reviews, rather than creating their own social communities. Herein lies an incredible opportunity for organizations to make a significant business impact and take full ownership of their brands social identity. By building online social communities, organizations can take control of customer interactions, gather strategic data for future campaigns and initiatives, analyze what drives their B2B and B2C consumers, and reclaim their social identities to streamline their overall brand experience. In this webinar, you will learn how to: - Create a scalable and engaged social community - Identify key brand influencers and leverage user-generated content - Increase your brands social activity - Convert social activity into sales and marketing opportunities - Use Drupal Commons 3s market-leading toolset to manage, analyze and optimize your social communities

Transcript

  • 1. Gaining Market Intelligence Through Communities Blue CodaI N C O R P O R A T E D
  • 2. What we will cover today Introductions Blue Coda National Apartment Association (NAA) Keys to creating a successful Social Community Building Commons 3 with the NAA The importance of a Social Community NAA Q&A
  • 3. Introductions Blue Coda David Henriquez, Sales & Marketing Jason Schaffer, Director of Technology Tim Tufts, Project Manager NAA Mary Scott, Online Resource Manager Julie Barden, Web Manager
  • 4. What are the keys to creating an engaged Social Community? Build a scalable Social Community platform Example Drupal Commons 3.x Take control of your data Increase your communitys social activity Encourage your users to participate Engage with influencers/ thought leaders Convert community activity Into sales and marketing opportunities
  • 5. How do you use a community platform? Here is how: Step 1: Analyzeand ask: What content drives the most activity? What sales and marketing initiatives engage the most users? Step 2: Optimize and ask: How can we better promote user content? What do users want in their experience? 4
  • 6. What is community data? It is not: Advertising campaigns Marketing slogans Branded messaging Sales pitches Marketing emails It is: Users directly interacting with other users
  • 7. Our first community example:
  • 8. What Amazon knows Users want to hear from other users Spotlight reviews (positive, critical) Allowing video reviews Linking to the reviewers profile Email campaigns asking for reviews How to use data to optimize user experience and promote user content Review window mouse-over 167 of 170 users found this review helpful Reviewing the reviewer
  • 9. B2C community revolution
  • 10. B2B community revolution
  • 11. Our second community example:
  • 12. Moz community features we like: Social integrations Promoting community members Top users Featured users Gamification Sales and marketing integration Webinars (Mozinars) Events Community promotion
  • 13. How can you integrate sales and marketing into your community? Funnel leads in and out Utilize your marketing content Meet your community! 12
  • 14. Create a better customer support experience FAQs Smarter live chat Trend analysis Social integration Internal collaboration
  • 15. Who are the key players within a community? Community Managers ROLE: Moderates/promote discussion regularly, etc. forum moderator, etc. WHO: Employee or community volunteers or both Content Curators ROLE: Create content to drive discussion, etc. WHO: FTE or community volunteers or both Thought Leaders ROLE: Value add contributing to the community WHO: Your employees!
  • 16. How to use Social Communities to gain market intelligence: 1. Build a scalable platform 2. Analyze your data to optimize the user experience 1. Moderate community conversations 1. Regularly create and update content 2. Integrate sales and marketing into your community
  • 17. Great examples of Social Communities: Amazon Moz Salesforce success.salesforce.com Vimeo Drupal.org
  • 18. Another community example:
  • 19. National Apartment Association Who is the NAA? Americas leading advocate for quality rental housing A federation of 170 state and local affiliates, with membership of over 63k representing 6.8 million apartment homes Serves multifamily housing owners, managers, developers, and suppliers Drupal user since 2013 Acquia client since 2013
  • 20. National Apartment Association The Challenges Lack of integration between primary NAA website and community Confusing user experience Inability to cross promote and associate content Difficult administrator experience Missing some key community features
  • 21. National Apartment Association The Solution Built fully integrated community on Drupal Commons 3 platform Migrated several thousand pieces of content, files, media and community activity Integrated key community features such as: Featured community announcements A blog where internal thought leaders create articles, and users can continue conversation via posted comments Ability to quick connect with a member via a directory of member profiles Collaboration space for key documents and files Topic specific forums Ability to create small committees for private collaboration
  • 22. National Apartment Association Additional site notables: Migrated from primary NAA site from SharePoint 2010 Migrated 63k member community and content from third-party, SaaS website 10 Web sites (and counting) managed from one Drupal install/doc root Single signon + multiple pts of integration w/ enterprise CRM called iMIS Site-wide content approval workflow Dedicated mobile layout Hosted and supported by Acquia for true scalability and performance
  • 23. Another community example:
  • 24. NAA: From the Community Manager Importance of a social community Community impact on the NAA Summary of changes in user activity post launch Impact of Drupal Commons on interaction with users and overall site management Additional thoughts