Tweet Jam Recap: The Purpose and Value of Customer Communities #CXMChat

On Wednesday, we all came together for another monthly Tweet Jam -- this time to discuss how to grow and engage customer communities. Sure, it sounds simple enough but we wanted to dig deeper to learn what really goes into developing and managing opportunities for customer engagement. Since there were lots of questions, we've separated our recap into two parts. Let's take a closer look, shall we?

The Collective Community

Customer communities are great, but only if they drive organizational success. What does that mean, exactly? It means getting everyone involved, from employees to stakeholders to customers and giving community managers the resources they need. As for who owns a community? If done correctly, it belongs to everyone and relies on everyone to help sustain it.

View the story "Q1. What are the most important communities for organizational succes and who owns them?" on StorifyQ1. What are the most important communities for organizational succes and who owns them?Storified by CMSWire.com· Fri, Apr 26 2013 08:42:14Q1 Important communities are the strongest when we have connected experience and relationships with one another #CxmchathenryminQ1 Customers. The 90-9-1 guideline for community engagement applies. The 1% are your influencers who create the content and value. #cxmchatTatiana MejiaQ1 Community owner? Marketing. Yes, including support. The focus is on the customer journey incl. post purchase and lifetime value. #cxmchatTatiana MejiaQ1 hmm...that could change per company/industry, but one critical internal community is support #CxmchatChristian BuckleyQ1 Most important communities for a org are ones with a strong catalyst and theme that ties us together #CxmchathenryminQ1 Customer experience is most important. Biz cases: customer service, path to purchase, digital marketing #cxmchatRob HowardQ1 some orgs build Centers of Excellence around project mgmt, product mgmt, service, ops, etc #CxmchatChristian BuckleyA1. Start w/employees. Help them feel personally responsible for the success of the company. Social is a direct line to customer. #CXMChatJustin MassQ1 Everybody in the company should be a part of the community, or, at the minimum interface with a community manager. #cxmchatBrian JohnsonQ1 - customer service communities (support), partner and loyalty communities (marketing) #cxmchatCurtis GrossQ1 The answer to Q1 - Who owns the customer community? - IS -> Who owns customer experience? #CXMChatZena WeistQ1 Ownership isn't outright, It should feel shared between the host and the members so there's a shared sense of ownership #CxmchathenryminQ1 And social communities can bind together all the customer experience touch points bit.ly/17SKmaP #cxmchatRob HowardQ1 some of the most important/successful communities are organically grown around a specific need #CxmchatChristian BuckleyQ1 - Any community that drives organizational success - will change based on customer journey - owned by cust support and marketing #CXMCHATtrobbins#cxmchat Q1 Varied approaches, but 1 - Healthy internal and 2 customer support/sales/engagementMegan MurrayQ1: Advocate communities (Inner Circle); accountability should be shared across key functions in the org. #lifecycle #cxmchatcreatorbaseRT @zenaweist: Q1 The answer to Q1 - Who owns the customer community? - IS -> Who owns customer experience? #CXMChat <<< agreeRob HowardQ1. Our customers comm of course. All of our depts are involved in building & listening, but mostly it's on our Community dept. #cxmchatStephanieWiriahardjaQ1 agree with @MJAutomatic -- when you assert ownership, it often kills community #CxmchatChristian BuckleyAgree! RT @MeganMurray: #cxmchat Q1 Varied approaches, but 1 - Healthy internal and 2 customer support/sales/engagementZena WeistQ1 I think any where your customers are talking is important #Cxmchat twubs.com/CxmchatBarb Mosher ZinckQ1 in terms of ownership, a healthy community should be self governing to an extent. CMs are there as a connection to the org. #cxmchatBrian JohnsonQ1 ownership is often determined by the stakeholders, and then by who is most passionate #CxmchatChristian BuckleyQ1 a healthy community is owned by its objective, i.e. customer service #cxmchatRob Howard#cxmchat A1 depends on what you goal is, and who your audience is, that's in part because every community structure will be differentJohn CassQ1. Customer communities can go either way - it can either strengthen one's brand, or kill it. Be sure to listen & engage asap! #cxmchatStephanieWiriahardjaQ1 The term community is huge and can mean many things. A small customer research community might be owned by product team. #cxmchatBrian Johnson#CXMChat A1) We all have ownership and accountability for facilitating and linking org. and community.Cindy Jensen#cxmchat a1 again depends on the org’s goals but these are important product development, customer support and marketing promotionJohn Cass

What Can Customer Communities Do For You?

Customer communities can provide many benefits to organizations. Of course, it depends on your organization's goals, but if set up and managed successfully, customer communities have the potential to provide businesses with feedback, crowdsourced content, idea generation, insights and best of all, the ability to form meaningful relationships, which can lead to long term customer loyalty. While customer communities can definitely provide valuable information, it really does depend on how organizations choose to use the insights they've gained.

View the story "Q2. What are the top 3 opportunities customer communities provide organizations today?" on StorifyQ2. What are the top 3 opportunities customer communities provide organizations today?Storified by CMSWire.com· Fri, Apr 26 2013 08:44:19#cxmchat Q2: Scaling support, engagement, and gathering feedback that keeps value exchange relevant.Megan MurrayQ2 Top 3? Crowdsourcing of content. Boosting natural search and reach. Depth and quality of a social experience across channels. #cxmchatTatiana MejiaQ2: real feedback, real world information and real engagement #CXMCHATtrobbinsQ2 Top 3: Enhance customer experience, Multi-channel Voice of customer feedback, Transparent listening vs eavesdropping #CxmchathenryminQ2 Cust Comm can give great ideas & feedback #Cxmchat twubs.com/CxmchatBarb Mosher ZinckQ2 Oppty #1: scale the number of customer touch points #cxmchatRob HowardA2. unfiltered feedback, idea generation and loyalty #Cxmchat twubs.com/CxmchatSteve GassQ2. They create powerful WOM, be brand ambassadors, and be the ears and eyes for the company. #cxmchatStephanieWiriahardjaA2 1) Visibility into the collective unconscious 2) sounding board for ideas 3) accountability for taking action #CxmchatChristian BuckleyQ2 Oppty #2: influence path-to-purchase or customer service outcomes #cxmchatRob HowardQ2 Insight. Honest feedback. Relationships. #cxmchatBrian JohnsonQ2. Realizing this, me and the @HootClub team created Diplomat & @HootCampus program to foster the relationships & celebrate them! #cxmchatStephanieWiriahardjaA2: 1. Engagement 2.Trust 3. Value. #CXMchatMindTickleQ2 Enhancing the overall customer experiences journey is a strong opportunity w/a clear ROI for orgs today #CxmchathenryminQ2: Engagement with customers, crowd sourcing support, and another source of feedback #CXMChatPaul AgustinA2 the real value is getting a better understanding of the customer experience, internal or external #CxmchatChristian BuckleyQ2 Oppty #3: acquire customer insight/behavior data #cxmchatRob HowardQ2 1) Build Trust 2) Listen 3) Take action #cxmchatZena WeistQ2 The biggest opportunity for an org is the ability to improve one person's life in one small way. #cxmchatBrian JohnsonQ2 listen, respond, repeat #CxmchathenryminA2 - Value, Loyalty, Feedback #cxmchatCurtis GrossQ2 Having a strong community means that you're looking outside and not in. If you do it right, business will follow. #cxmchatBrian JohnsonA2 practically speaking, connecting passionate advocates to your customers reduces support costs #CxmchatChristian BuckleyQ2 Eavesdropping across social provides a broad dataset. Transparent listening provides sharper data #CxmchathenryminQ2: Optimize an open & gated #community approach; enable & ensure customer segments success; reduce #cxm and marketing costs. #cxmchatcreatorbaseA2 an annual survey will not provide an accurate picture of customer sentiment that community can uncover #CxmchatChristian BuckleyA2 participating in the community helps find new opps for your products or services, maybe an entirely new direction #CxmchatChristian Buckley@cmswire @MeganMurray Q2 Love doesn't directly grow the bottom line. If you can use social data tied to customer journey = revenue #cxmchatBrian JohnsonQ2 Social customers are savvy & skeptical. Leverage community to get your Champions to advocate for you in a trustworthy way #cxmchatAzita MartinA2 community gives you insights into what’s important to the community, leading edge, influencing the media, and voice you use #cxmchatJohn Cass

The Measure of People

There are a few schools of thoughts when it comes to metrics. One says "tell me why you want a customer community and we'll tell you what to measure," while another says all communities are about people and you can't measure people -- you can only evaluate the quality of the relationship. However, if you really have to measure something, most participants say if you can figure out how communities are driving revenue, you'll be on the right track.

View the story "Q3. How do you measure/evalute the value of customer communities?" on StorifyQ3. How do you measure/evalute the value of customer communities?Storified by CMSWire.com· Fri, Apr 26 2013 08:45:53Q3 Communities are about people not engagement metrics. Otherwise investment is transactional. When the $ stops so do the results. #cxmchatTatiana Mejia#cxmchat Q3: Quantifiable engagement stats, sentiment, growth, retention, conversion, sales, referralMegan MurrayQ3 is a grt8 question that seems impossible to answer, but you have to #Cxmchat twubs.com/CxmchatBarb Mosher ZinckQ3 Measuring doesn't have to be complex. Simply ask yourself - Did I help a community member with something today? #CxmchathenryminQ3: Success is easy to determine - is your business healthy! #CXMCHATtrobbinsQ3 That said social and tech has matured :) Value can be measured in the marketing funnel and the bottom line (revenue). #cxmchatTatiana Mejia#CXMChat A3) by our products and services evolving over time to meet the changing needs and goals of the customer.Cindy JensenQ3 #1 drive revenue #2 reduce cost. What else should you measure? Examples to follow … #cxmchatRob HowardQ3. Like @ConnorMeaks always say.. Happiness is the biggest ROI. ;) #CXMchatStephanieWiriahardjaQ3 Drive revenue - @Dell community influenced 25% of online revenue bit.ly/10OT47H #cxmchatRob HowardQ3 Tons of different ways to quantify community value. You can setup redemption codes based on community channel. #cxmchatBrian Johnson#cxmchat Q3: Wait! It's NOT likes?!! :PMegan MurrayQ3 Biggest value is how your org turned a passive audience of followers into active brand participants. #CxmchathenryminA3 - Gotta tie everything back to $. Analyze the interaction, Integrate with CRM/MAS, Survey everyone! #cxmchatCurtis GrossQ3 Reduce cost - @telligent customer reduced calls by 10% & shifted 2.5 workers to other areas in biz #cxmchatRob HowardA3 organizations need to get better about understanding this data, appending to CRM data #CxmchatChristian BuckleyQ3 Metrics tied to biz - ex: 10%pt improvement in Fortune 1000’s customer experience score can translate into >$1B in rev #cxmchatZena WeistQ3 You can use your community as a help/support group. Reduce calls or support staffing. #cxmchatBrian JohnsonQ3. Proactively reach out and respond. Don't bury your head in the sand #CxmchatSteve GassA3 product teams may mine social data for trends, help inform roadmap decisions #CxmchatChristian BuckleyQ3: Customer acquisition; loyalty and upsell; positive word of mouth or net promoter score. #cxmchatcreatorbaseQ3 Reduce cost - customer reports cases down by 60% within 12 mo #cxmchatRob HowardQ3 Use backend analytics to track traffic from community sites to conversion funnel. #cxmchatBrian JohnsonQ3 Your measure of value will depend on the purpose of the community. #Cxmchat twubs.com/CxmchatBarb Mosher ZinckA3 determine influencers, share of voice, current conversations, set metrics for what’s important in terms of attributes #cxmchatJohn CassA3 important to track community connections similar to marketing campaigns, show influence over time #CxmchatChristian BuckleyQ3. Metrics are key for explaining value. Track page views, NPS, SEO rank, # of Champions, ideas generated & the votes they get #cxmchatAzita MartinQ3 Social media data can be used to judge likelihood to purchase aka market research. Value of community. #cxmchatBrian Johnson#cxmchat Q3: It's a simple story. Measure everything and use the intel to make better choices in building the relationships needed.Megan MurrayQ3. Doing nothing to respond to communities will surely provide your business with clear feedback. Your community will dry up. #CxmchatSteve GassQ3 And, not all communities are designed around purchase. Communities can drive so much more than purchase. #cxmchatBrian JohnsonA3 it can be difficult to quantify a qualitative activity, so sometimes you have to get creative #CxmchatChristian BuckleyA3 value = innovation developed, support costs reduced, promotion thru sharing & thought leadership #cxmchatJohn CassQ3 Active brand participants (SM) - nothing is more valuable. #CxmchathenryminA3 I don't think leads, conversions, or sales r right way to measure, but you can track # of influenced deals #CxmchatChristian BuckleyA3 turn the question on its head, what's the value to the community member? I think you'll achieve your goals if you consider this #cxmchatJohn Cass

Add Value, Encourage Engagement

Want to know the secret to successful communities? It's about adding value. Does your community add value to the customer experience? Is it providing valuable insights to the company? Of course, what's of value is in the eye of the beholder. For some, it's unique content and opportunities for further engagement. For others, it's a place where questions are answered promptly, feedback is welcomed and conversations drive engagement.

View the story "Q4. Name 3 best practices for successful customer communities. " on StorifyQ4. Name 3 best practices for successful customer communities. Storified by CMSWire.com· Fri, Apr 26 2013 08:47:06Q4 Add value. Add value. Add value. #cxmchatBrian JohnsonQ4 Provide value through content and access to experts. Participate and respect the community. Infuse social everywhere. #cxmchatTatiana MejiaA4 1) Clear biz objs 2) Keep stakeholders motivated 3) Culture of open dialogue - we are listening/improving from your input #CXMChatZena WeistA4 1) passion 2) purpose 3) flexibility #CxmchatChristian BuckleyQ4: 1)Engage influentials - have them help evangelize and provide thought leadership #CXMCHATtrobbinsA4 - Success? Clear purpose statement, defined user base, tied to REAL value aka $ saved, or $ earned. #cxmchatCurtis GrossQ4 We actually documented 9 slidesha.re/ZKhtKa, but top 3... #cxmchatRob Howard#cxmchat Q4: Get a professional cmgr. Know what your community wants before you plan anything. Measure everything and understand behaviors.Megan MurrayQ4 Close the loops - Listen to the inbound and facilitate a dialogue #CxmchathenryminQ4 #1 is unique and relevant content - drives the traffic community needs to grow #cxmchatRob HowardQ4: 2) Create listening posts - engage with customers on their terms and locations #CXMCHATtrobbinsQ4 Add value. Create content that speaks to your audience. Don't make viral junk. Don't make just for PR. Build it for value. #cxmchatBrian JohnsonQ4: Use of a #content strategy for customer segments success; rely on community hub and spokes; implement a command center. #cxmchatcreatorbaseQ4 - Community Champions, Company Support, Engagement Activities. #CXMChatMatt JensenQ4 3)Be helpful - find ways to help your customers, be useful and gather intelligence for the business #CXMCHATtrobbinsQ4. Valuable content, constant engagement (includes: building relationships, listening, implementing feedback), and clear purpose. #cxmchatStephanieWiriahardjaQ4 #2 let the community grow - don't have community staff respond to everything #cxmchatRob HowardQ4 Stop relying on automation tools. Community = People powered. Shake their hands, pat them on the back, work the rope lines. #CxmchathenryminQ4: 1. Listen 2. Respond when appropriate 3. Give them lots of attention..Cmt Mgt is not a part time job #Cxmchat twubs.com/CxmchatBarb Mosher ZinckA4: Best Practice 1: Build a Community with Clear Goals in Mind #Cxmchat @cmswire @henrymin @hihelfrich @captainchunkMindTickleQ4 #3 recognize influencers - reward with pixels not pennies #gamescience #cxmchat -- see gameinformer.comRob HowardQ4 Add value. Be a resource. People are interested in a topic or subject or org and it is your job to be available. #cxmchatBrian JohnsonQ4 : 1) participate in convo 2) help people 3) make sure customers feel heard--participate+validate (too simple?) #CXMChatHilary HelfrichA4: Best Practice 2: Motivate Your Members #CXMchat @robhoward @jmass @stephawieMindTickleQ4. Engagement, empowerment and integrity #CxmchatSteve GassQ4 Add value. Be friendly. Be personal. Social media is both macro and micro at the same time. Be both. #cxmchatBrian JohnsonA4 you need to constantly look for new community leaders, refresh the pool #CxmchatChristian BuckleyQ4: Cmt Mgr isn't a part time job, but.. what if you have no choice - what's your key focus? #Cxmchat twubs.com/CxmchatBarb Mosher ZinckQ4 Don't be afraid of community member input. Orgs are still afraid of opening up more inbound? Social already opened it for you #CxmchathenryminA4 Intuit – Has to be their Tax community, model for the rest of the industry on the topic of customer support #cxmchatJohn CassA4:: Use Design Thinking Principles, #CXMChat Remain Dedicated to Continuous Improvement, Soon the better approachMindTickleA4 it takes a lot of commitment. Most fail almost immediately by thinking it will self-sustain #CxmchatChristian BuckleyA4 Intuit’s story around using community to support customer questions is amazing, a real case study on best practice #cxmchatJohn CassQ4. If I have to only focus on 1 thing, it'd be relationship building. It's the most fundamental part for communities of any kind. #cxmchatStephanieWiriahardjaQ4 More entry points to community (from website, search, social networks, help & product pages, on mobile) = more participation #cxmchatAzita MartinA4 Goodreads I just like their design as a social technology, they thought carefully about community as part of the design #cxmchatJohn CassA4 I like Amy Jo Kim’s advice from her book on building online communities, I think 2001, but still good today #cxmchatJohn CassA4 more on Amy Jo Kim – support your newbie’s give people roles in the community as they enter #cxmchatJohn Cass

On the Path to Community Success

So far, so good. Things are looking up for customer communities. They must be people-centric, focused on adding value and have the potential for providing businesses with insights. But as we'll explore in part two, there are challenges ahead!