Panel: Fostering and Supporting
Conversations
Moderator: Rachel Happe, The Community Roundtable
Panelists:
Claire Flanagan, CSC
Chris Howe, Avid
Naomi Marr, Recent Ciena
• Who
– Rachel Happe, Principal
• Where
– The Community Roundtable is a private peer network for community
managers and social media practitioners.
• Why:
– To further the discipline of community management and provide
practitioners a place to find peers, best practices, and resources to help
them approach their day-to-day tasks.Home office workers and
traveling/‘on-site’ consultants
– ~45 Members
• Who
– Claire Flanagan, Senior Manager, KM and Enterprise
Social Collaboration
• Where
– CSC is a 50 year strong, Fortune 200 global technology, business
services company
• Why:
– 90K employees in 90 countries
– Home office workers and traveling/‘on-site’ consultants
– Enterprise 2.0 to enable behaviors mandated by CSC’s strategy:
Connect People to People, Content, and Communities
• What:
– Employee Community “C3: Connect. Communicate. Collaborate.”
CSC C3 : Connect. Communicate. Collaborate.
CSC Case Study
Average Weekly
Activities
Blogs
12%
• Strong Adoption
Documents
33%
– 20,000 registered users in 20 weeks (now ~ 30K)
Discussions
55%
– Average 1 MPV/Month with 150K Activities
– 2100 communities of practice/interest and water-cooler
type topics
Registered Users
– 55% “consumers”, 45% “creators”
– 55% of all activities are conversations
• Why conversations matter?
– Reduce new customer acquisition costs
– Drive revenue and innovation
– Builds relationships; collapses time zone/distance barriers
– Builds company loyalty – “Proud 2B CSC”
– Protects company IP
35,000
29,000
30,000
26,736
25,000
20,000
24,518
21,193
17,920
15,000
9,409
10,000
5,000
0
Web Site Globalization Strategy
• Who:
– Christina Howe, Director, Global Online Marketing
• Where:
– Avid creates the technology that people use to make the most
listened to, most watched and most loved media in the world.
• Why:
– Reduce costs; support call deflection
– Ensure customer success
– Understand & improve brand sentiment
• What:
– Avid [pro video] community
5
Avid [Pro Video] Case Study
A Vibrant Community:
–
Approx 62,000 total members
–
9672 new members; 50% YoY increase
–
44% active members
–
69,229 contributions up 36% YoY
Why conversations matter?
― Customer Success: identify trends
6


Note & report customer requests needing immediate assistance
Identify topics requiring FAQ’s or blog posts
―
―
―
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Brand Enthusiasm: turn customers into fans, driving loyalty, word-of-mouth
Demand Generation: awareness, interest and action on our conversations
Sales: find new markets, customers for our solutions
Innovation: product feedback and/or ideation for R&D
•
•
•
•
Who:
– Naomi Marr, independent
• Web marketing, social media and community management
Where:
– Ciena - Director of Web Marketing and Community Management
– Provider of hardware, software and services that allow service providers
(I.e., triple play providers) to build networks that give them a competitive
advantage
What:
– Ciena partner and employee communities
Why:
– One-on-one partner prime relationship costly for Ciena
– To develop tighter relationships with partners so as to improve both
parties’ revenue stream
– Existing partner portal didn’t used but not improving Ciena loyalty
– Ciena’s connections on LinkedIn, Facebook, and Twitter all seeing tripledigit growth – acceptance of new communication methods
Ciena partner community case study
• Q3 metrics (as of July 2009)
– 350 partner members, 147 with full profiles
• Profiles span 46 companies from all regions
• 1-year goal was 50 partner profiles (by November 5, 2009)
– 448 Ciena employee members, 140 with full profiles
– 250 posts from 40 members (blogs, discussions, and files)
– Partner community has a page view rate 2.5 times greater
than Ciena.com site
• Why conversations matter?
– Lurkers convert to opportunities, too
– Online conversations feed offline relationships (and vice
versa)
– It’s a matter of trust
Join the Conversation on
• @rhappe
• @cflanagan
• @NaomiMarr
• @chhowe