Jerry Silver of EMC - Selling Value

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http://www.social5150.com/blog/2012/03/the-how-to-talk-to-your-executive-team-about-social-rap/

http://www.social5150.com/blog/2012/03/the-how-to-talk-to-your-executive-team-about-social-rap/�


Selling the Value of Your Community Developer Relations Conference 2012

Jerry Silver Product Marketing Manager EMC Documentum Developer Community


Satisfaction / Loyalty

KB / Support Thought Leadership

Ideation

Marketing Partnership Education Adoption


Give me a good reason why I should assign resources

to this thing.

Source: Olivier Blanchard

http://www.slideshare.net/thebrandbuilder/buzz-2010-presentation�


Source: Olivier Alain Blanchard



Status

Knowledge

Networking

Support, Research


Top Drivers


Performance / Maturity

Source: Aberdeen Group


Community and NPS • The more conversations a customer has, the more likely they are to recommend the product

• Consumers who have more than 6 conversations per month result in a spike in NPS

Sage Software used their online community to increase NPS by 20 points http://www.lithium.com/pdfs/casestudies/Lithium-Sage-Case-

Study.pdf


Community and Customer Loyalty

Community users remain customers 50% longer than

non-community users. (AT&T)

Community users spend 54% more than non-community

users (EBay)

Community users visit nine times more often than non-

community users (McKInsey)

Community users have four times as many page views as

non-community users (McKinsey)

“ [social computing] investments in customer

online buying process offer a direct return on investment

(ROI) in terms of sales, awareness and customer

loyalty .” (Gartner)

56% of Social Media users say they feel a stronger

connection with and better served by companies when

they can interact with them in a social media environment

(Cone Business in Social Media Study)

77% cite reviews as being useful in making a recent

purchase. Ratings & Reviews are the top ranked Content Discovery Tool for driving

consumer trust and loyalty (Jupiter Research)

Creating a community of advocates drives revenues and growth (Apple INC.)


Community and Product Adoption

We notice when we launch a new product with a community component, the rate of adoption is much faster. There is a ramp-up period, when a product has gone live but has not yet achieved enough market penetration to be generally available. Until then you need to invest money, time and effort in marketing and education. We’ve had products go slow through the ramp-up process, but then we help by introducing a social media component, and then product adoption goes much faster.

Mark Yolton, SVP of SAP Community Network


Awareness

Engagement

Advocacy

Conversion


Awareness Engagement Conversion Advocacy


Finding Influencers

• Increase marketing reach by 50%

• Speed sales

• Maximize ROI

Source: Lithium Technologies


Business Value

Sentiment

Engagement

Traffic


Traffic/ Engagement

Characteristic Measure Growing Registration Count Useful Content – Number of Posts, Tags, Rating Popular Traffic – Page views, SEO, SOV Responsiveness Response time Interactive Thread depth, distinct contributors, UGC Liveliness Post distribution

Source: Lithium Technologies: Measuring Community Health for Online Communities

http://pages.lithium.com/community-health-index.html�


Sentiment Twitter 1208

Blogs 225 Facebook 32

Forums 20 Traditional

News 56

Total Mentions 1,541


Business Value

Activity • Demo Sign Ups • Webinar Sign Ups • Contact Forms • Whitepaper Downloads • Email Signups • Referrals to Demand

Gen Assets

Benefits • Leads • Revenue • Lower Support Costs • Brand Awareness • Purchase Influence • Insight


Source: The ROI of Social Media Marketing, Forrester Research

Balanced Scorecard


CSF1: Executive Sponsor

Finally, someone with some real metrics for me to sink my

teeth into! Good job, Sparky! You done

gewd!

Source: Olivier Blanchard



CSF2: The Right Platform

Content Curation

User Profiling and Reputation Management

Social Web Integration

CRM Integration

Actionable Analytics


CSF3: Align structure to member goals

Common interests

•Using the same product

•Solving the same set of problems

Content organization

•Discovery and navigation

•Participation •Reputation and

member affiliations


CSF4: Align Structure To Company Goals • Prescriptive navigation • Meaningful metadata Guide

• Manage / Govern • Moderate • Curate

Contribute

• Respond • Track activity by product Listen

• Social Beacon • SEO • Demand gen referrals

Engage


Live Long and Prosper

Fail fast!

Get agreement on what metrics are meaningful and how to measure/derive them

“ROI” = financial returns

Correlate activity to outcomes

Investment is for the long term


References • http://www.slideshare.net/thebrandbuilder/buzz-2010-

presentation

• Forrester Research, The ROI Of Social Media Marketing

• http://www.lithium.com/pdfs/casestudies/Lithium-Sage-Case-Study.pdf

• http://www.slideshare.net/kloosm/net-promoter-score-and-social-media-generic

• http://blogs.business.com/b2b-online-marketing/2009/b2b-online-community-sap/

• Lithium Technologies, Building Customer Networks for Successful Word of Mouth Marketing

• Lithium Technologies: Measuring Community Health for Online Communities



http://www.lithium.com/pdfs/casestudies/Lithium-Sage-Case-Study.pdf�

http://www.lithium.com/pdfs/casestudies/Lithium-Sage-Case-Study.pdf�

http://www.slideshare.net/kloosm/net-promoter-score-and-social-media-generic�

http://www.slideshare.net/kloosm/net-promoter-score-and-social-media-generic�

http://blogs.business.com/b2b-online-marketing/2009/b2b-online-community-sap/�

http://blogs.business.com/b2b-online-marketing/2009/b2b-online-community-sap/�

http://pages.lithium.com/word-of-mouth-marketing.html�

http://pages.lithium.com/word-of-mouth-marketing.html�




Selling the Value of Your Community Developer Relations Conference 2012

Jerry Silver Product Marketing Manager EMC Documentum Developer Community

Jerry Silver of EMC - Selling Value

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