How to Gain Market Intelligence Through Communities
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Transcript of How to Gain Market Intelligence Through Communities
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Gaining Market Intelligence Through Communities
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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
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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
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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 community’s social activity– Encourage your users to participate– Engage with influencers/ thought leaders
• Convert community activity– Into sales and marketing opportunities
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How do you use a community platform?
• Here is how:– Step 1: Analyze…and 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?
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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
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Our first community example:
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What Amazon knows…• Users want to hear from other users
– Spotlight reviews (positive, critical)– Allowing video reviews– Linking to the reviewer’s 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
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B2C community revolution
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B2B community revolution
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Our second community example:
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Moz community features we like:• Social integrations• Promoting community members
– Top users– Featured users– Gamification
• Sales and marketing integration– Webinars (Mozinars)– Events– Community promotion
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How can you integrate sales and marketing into your community?
• Funnel leads in and out
• Utilize your marketing content
• Meet your community!
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Create a better customer support experience
• FAQs
• Smarter live chat
• Trend analysis
• Social integration
• Internal collaboration
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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!
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How to use Social Communities to gain market intelligence:
1. Build a scalable platform
2. Analyze your data to optimize the user experience
3. Moderate community conversations
4. Regularly create and update content
5. Integrate sales and marketing into your community
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Great examples of Social Communities:• Amazon• Moz
• Salesforce – success.salesforce.com• Vimeo• Drupal.org
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Another community example:
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National Apartment AssociationWho is the NAA?• America’s 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
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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
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National Apartment AssociationThe 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
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National Apartment AssociationAdditional 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
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Another community example:
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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