Engagement As A Discipline: Extract Real Value

From Your Online Communities

Chief Community Officer, Telefonica, SOG @VincentBoon

Where we came from

• Founded 2009• Revolutionary MVNO• World-Leading Community

• Founded 2012• Community Management• Managing Telefonica

Communities globally

Transforming Business with Online communities

• A deep integration of Online communities connecting all departments drives the transformation within the company.

All departmentsinteract with the social ecosystem

The Philosophy Which Underpins a Great Community

1. Mutuality

2. Member Involvement

3. The collective good

4. Simple

5. Respect

6. Feedback

7. Ideas

Why DON’T we use Social Media sites like: ?

• No ownership of platform

• Likes ‡ Purchases or Brand loyalty

• Less engagement

• Competition with other Brands

• No search engine

• No MGM, Knowledge Base or Ideas Platform

• Not fit for customer support

Social Media is not listening… it’s talking (about yourself)

6

Facebook is a broadcast channel. Pushing out content in this way does not make customers feel any of the key 6 things: “Respected, worry-free, informed, confident, understood, organised”

NatWest post.. about

NatWest ad

Comments to the

post… all about

grievances with

NatWest

A Tale of two platforms - Oct 16th – Nov 5th ‘14

giffgaff facebook• 30 new content pieces

• 0% customer content

• 534 comments

• 0 private messages

• 4,354 likes

• Light content:• Funny pictures

• Competitions

• Quirky links

giffgaff forum• 9,662 new content pieces

• 99% customer content

• 112,234 comments

• 12,883 private messages

• 22,675 kudos

• Wide range content:• Customer Service

• Ideas

• Discussion

BROADCAST LISTENING

What is engagement ?

Academic view:

“A deeper, more meaningful connection between the company and the customer, and one that endures over time” (Economist Intelligence Unit)

Customer view:

“Listen to what customers say and act on it” (TargetBase Claydon Heeley Customer Engagement Whitepaper)

9

Engagement as a discipline: Managing

forums this way is a brand new discipline

10

• Many different processes

• Build deep long-term relationships with customers

• Create peer-to-peer• Integrate into wider

business functions• Scalable

Mapping Community Relationships

Relationship mapping helps us to:

• Virally spread information in the community

• Understand who the key influencers are

• Manage sentiment during service issues

• Effectively manage relationships between

members

The amount of community relations per active member is

critical to the success and health of the community.

Relationship Map of Super-users

Profiling Expertise & Interests

By profiling expertise and interests, we

are able to:

• Connect people with similar interests

• Manage effective support and advice.

• Further develop our members’ expertise

• Get members involvedServ

ice

s

PAYM

Broadband

O2 Wallet

TU Go

Others… Pro

du

cts

iOS

Android

Windows

Blackberry

Oth

er

are

as

Help

Discussions

Feedback

Off-topic

As a result of effective profiling, we’ve been able to:

• Create user generated self serve guides

• Develop a 13-fold increase in discussions & feedback

• Get far higher engagement on specific events

• Create applications, marketing material, etc.

A thriving community needs a team facilitating

conversations between members with similar interests.

Managing Member Lifecycles

We get customers involved by:

• Engaging with members and build

personal relationships

• Having scheduled interactions with each

member, specific to each engagement

stage

• Tracking interaction rates between stages

and encourage participation

• Managing churn to gain a deeper

understanding of improvement areas

Readers

Contributors

Helpers

Time

Enga

gem

en

t Le

vel

Customers want to help out, but they don’t always know

how. Show how fulfilling it can be and they will.

Integration of the CommunityIn order to optimise the wide range of community benefits, it is paramount that the forum is integrated

with the various areas of the business.

Best practise

examples/results

45,954 4,046SolutionsPosts

846,772Minutes online

821,739Page views

All of this from a 10 members

(Activity from 18/8/13 – 18/8/14)

Impressive Combined Super User Activity in 12 months

The high value of user-generated content

(Engaging the community)

25 Reviews46 Guides36 Video Guides

Example: Signal fault diagnosis guide £5,000

(Used by Social Media teams as a customer reference)

Saved - Monthly average

41%Call deflections

In the last 12 monthsprovided 5,678Customer solutions

9.5 MillionSolution views

£3,880,411Savings

14M Unique visitors 60M page views

Enero Feb Marz Abril Mayo Junio Julio

Minutes to First Response 5145 1150 151 196 62 104 29

0

1000

2000

3000

4000

5000

6000

Minutes to First Response

Results after starting a community for Movistar Argentina after 6 Months

Topics + Replies

0

1000

2000

3000

4000

5000

6000

7000

8000

Noviembre Diciembre Enero Febrero Marzo Abril Mayo Junio Julio

Replies

Topics

2000 replies in November 2013 – almost 7000 in July 2014

(Engaging the community)

60 Tutorials & Guides30 Product reviews3 Video Guides

Estimated value of guides, tutorials & reviews $300,180

(Over 1.5 Million views on just these guides, tutorials & reviews in just 6 months)

Combined User Generated Content activity in 6 Months

30%Call deflections

In the last 6 monthsprovided 2,445Customer solutions

1 MillionSolution views

$1,533,493Savings

0.8M Unique visitors 2.2M page views

100% visits

Knowledge Base

22.4%

Email an agent

0.3%

Community

77.1%

Post in community

0.2%

Search &Browse behaviour

Average response time2hrs (8am – 6pm)

Average response timeBelow 3 minutes (24/7)

3.282ideas submitted

31.813 customer comments on ideas

4.6 Million visitors to the Idea Exchange

More than 20 apps created by the community

Without the Ideas Board, we wouldn’t have:

• Gigabags

• Blackberry App

• Coverage map

• Twitter integration

• Giffgaff surveys

• Auto Top up

• Goodybags

• Christmas party 2011

• Topping up via vouchers

• Sim in a box

• Phone Apps in various guises

• Giffgaff T-Shirts

• Mobile Version of the community

• Mini Statements

• Splash Page for service Outages

• Forgotten username feature

And many more………

User Generated Content

Members create many guides

and videos

• People connect on the go and it’s our community

that leads the way and supports that

• With well over 20 different mobile applications

created

• And downloads of these applications running into

the 100.000’s

Memoman 5000 promotional leaflets

Community lead projects

Adamf referral brochure

Community lead projects

Did You Know.. (visual comparisons) by joshaw

Community lead projects

Community lead projects

Goodybag stand by adamf

Community lead projects

The Output is Real Commercial Benefits

giffgaff results:

Customer Service

• Customer Care saving of 50% vs traditional methods

• CSAT = 79. NPS = +70

• Churn reduction

• 31% Reduction in 12mth churn (Posting once in forum)

• 41% Reduction in 12mth churn (Reading more than 5 pages)

• 52% Reduction in 12mth churn (Receiving any Payback)

• Reduced CPA

• SuperUsers activate an average of 40 other paying customers

• Any forum participation doubles your likelihood to activate a friend

• Overall referrals from customers > 25% of all acquisition

Three Key Goals to Make a Community

Work for the Business

• Signposting

• Full integration in CRM program and the communications throughout a customers lifecycle

• Deflections from all channels

• Internal awareness

1. Raising Community Awareness

• Regular & varied incentives

• Forum as discussion platform

• Accessibility

2. Increasing Activity & Participation

• Defining key metrics /targets

• Understanding what’s important to the business (call deflections, increased sales, engagement, extension of the brand, product development, etc.)

3. Quantifying Business Benefits

The more you integrate your community into your

business processes, the more value you get out

THANK YOU

ANY QUESTIONS?

Chief Community Officer, Telefonica, SOG @VincentBoon

Our methods are unique and give

outstanding advantage over technology alone

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1.0 1.8

8.712.7 13.4

37.440.5

Staff needed per 1000 threads

12 x more cost-effectivethan average

4 x fasterthan average

All 7 companies above use identical forum technology. But only giffgaffand O2 use our methods.

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Response time in minutes