Lithys: Digital Customer Excellence Awards

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"The Lithys" recognize and celebrate customers that are using Lithium to solve problems, create new products, innovate and engage with their customers at entirely new levels to create true business value.

2016 winners were announced and celebrated at the LiNC Bash & Lithy Awards Ball on June 9, 2016. More on the 2016 Lithys.

You can browse all previous entries and winners by using labels & statuses below or by clicking here.

The stories are amazing.


 
New Idea
Status:
2015 Lithy Submission

Lithys 2015: Google AdWords - Marketing Champion

By JaniceK

Company: Google AdWords

Entry submitted by: Akshay Nair (Akshay) Global Project Manager, AdWords Communities

Community: Google AdWords Community

https://www.ru.adwords-community.com (Russian Community)

https://www.pt.adwords-community.com (Portuguese Community)

https://www.es.adwords-community.com (Spanish Community)

Lithy category: Marketing Champion

 

AdWords, a flagship product of Google, accounts for the majority of the company’s revenue. Utilized by millions of businesses in over 40 languages around the world, AdWords penetration is accelerating while its features become increasingly sophisticated. 

 

Google recognizes the opportunity to help SMBs improve their businesses through adding features that improve their advertising campaigns. AdWords customers range from multi-million dollar companies to tiny mom-and-pop businesses. Our aim is to provides a feature-rich advertising platform suited to all types of advertisers and advertiser needs.

 

Google AdWords has leveraged the power of the Lithium platform to drive our customer education efforts on some of our fastest growing AdWords communities - Spanish (ES), Portuguese (PT) and Russian (RU). To educate our customers on AdWords and all it’s features, we use webinars (executed through the Hangouts On Air technology) and various video formats that we host on the Lithium platform. We’ve built in functionality that allows us to track the impact of our video content. This includes actions performed by our customers on their AdWords accounts after they have watched our webinars and engaged with our video content on these communities.

 

Our marketing program

 

We care immensely for our influencers and understand the value they bring to our 1:many efforts. The Google Partners Academy in the PT/ES markets and the “Boost IT” program in RU allowed us to reach and engage online marketing professionals, advance their product knowledge, educate them and share advice on how to improve their online marketing efforts.  

 

Google Partners Academy - is a customer education program targeting Google Partners (certified AdWords agencies and certified marketing professionals). The program consists of a series of Hangouts On Air, where Google specialists (AdWords support team, account managers) guide users through a range of product-related and online marketing-related topics.

 

“Boost IT” - is an educational program targeting Ukrainian large advertisers from the IT sector. This program consists of a series of Hangouts On Air where account managers answer advertisers’ questions online, give presentations on product-related topics and share best practices that are relevant to our IT clients.  


All discussions, questions and user conversations during and after the webinar happen on the respective communities where the Hangout On Air is hosted.

 

To scale our efforts further, these customer education models and initiatives were later launched in other market communities. We’ve partnered across Google with Large Client Services, Small & Medium Business Account Managers and Marketing teams based in Dublin, Wroclaw, Sao Paulo, Kiev, Buenos Aires and Mexico City to ensure we touch as many advertisers as possible. Also, we feature our Top Contributors and Rising Stars in our webinars who share their experience and insights in a live environment by answering questions in real-time.

 

Our results

 

  • Community growth:
    • All three communities (ES/PT/RU) doubled their size from 320k to 630k annual visits on average.
  • User impact:
    • We had a 232% increase in certified individuals in our Spanish speaking markets in 2014
    • 29% of all actions taken by our customers who visited our 10 Communities around the world were driven by these three communities alone
  • Cost savings:
    • Our training efforts with the Google Partners Academy program recorded a cost saving of 91% per attendee

Company: Google AdWords

Entry submitted by: Akshay Nair (Akshay) Global Project Manager, AdWords Communities

Community: Google AdWords Community

https://www.ru.adwords-community.com (Russian Community)

https://www.pt.adwords-community.com (Portuguese Community)

https://www.es.adwords-community.com (Spanish Community)

Lithy category: Marketing Champion

 

AdWords, a flagship product of Google, accounts for the majority of the company’s revenue. Utilized by millions of businesses in over 40 languages around the world, AdWords penetration is accelerating while its features become increasingly sophisticated. 

 

Google recognizes the opportunity to help SMBs improve their businesses through adding features that improve their advertising campaigns. AdWords customers range from multi-million dollar companies to tiny mom-and-pop businesses. Our aim is to provides a feature-rich advertising platform suited to all types of advertisers and advertiser needs.

 

Google AdWords has leveraged the power of the Lithium platform to drive our customer education efforts on some of our fastest growing AdWords communities - Spanish (ES), Portuguese (PT) and Russian (RU). To educate our customers on AdWords and all it’s features, we use webinars (executed through the Hangouts On Air technology) and various video formats that we host on the Lithium platform. We’ve built in functionality that allows us to track the impact of our video content. This includes actions performed by our customers on their AdWords accounts after they have watched our webinars and engaged with our video content on these communities.

 

Our marketing program

 

We care immensely for our influencers and understand the value they bring to our 1:many efforts. The Google Partners Academy in the PT/ES markets and the “Boost IT” program in RU allowed us to reach and engage online marketing professionals, advance their product knowledge, educate them and share advice on how to improve their online marketing efforts.  

 

Google Partners Academy - is a customer education program targeting Google Partners (certified AdWords agencies and certified marketing professionals). The program consists of a series of Hangouts On Air, where Google specialists (AdWords support team, account managers) guide users through a range of product-related and online marketing-related topics.

 

“Boost IT” - is an educational program targeting Ukrainian large advertisers from the IT sector. This program consists of a series of Hangouts On Air where account managers answer advertisers’ questions online, give presentations on product-related topics and share best practices that are relevant to our IT clients.  


All discussions, questions and user conversations during and after the webinar happen on the respective communities where the Hangout On Air is hosted.

 

To scale our efforts further, these customer education models and initiatives were later launched in other market communities. We’ve partnered across Google with Large Client Services, Small & Medium Business Account Managers and Marketing teams based in Dublin, Wroclaw, Sao Paulo, Kiev, Buenos Aires and Mexico City to ensure we touch as many advertisers as possible. Also, we feature our Top Contributors and Rising Stars in our webinars who share their experience and insights in a live environment by answering questions in real-time.

 

Our results

 

  • Community growth:
    • All three communities (ES/PT/RU) doubled their size from 320k to 630k annual visits on average.
  • User impact:
    • We had a 232% increase in certified individuals in our Spanish speaking markets in 2014
    • 29% of all actions taken by our customers who visited our 10 Communities around the world were driven by these three communities alone
  • Cost savings:
    • Our training efforts with the Google Partners Academy program recorded a cost saving of 91% per attendee

Status:
2015 Lithy Submission

Lithys 2015: SuccessFactors - Marketing Champion

By JaniceK

Company: SuccessFactors 

Entry submitted by: Danielle Beeken (dbeeken) Global Director, Customer Adoption Marketing

Community: SuccessFactors Community (community.successfactors.com)

Lithy category: Marketing Champion

 

SuccessFactors provides the leading cloud-based SuccessFactors HCM Suite, which comprises solutions that are complete, beautiful, and flexible, and which can help you optimize your workforce today and prepare it for tomorrow. SuccessFactors solutions are supported by a global partner ecosystem and the experience and commitment of SAP. Our solutions are innovative, but we also deliver process expertise and best practices insights from serving our broad and diverse customer base. Today, with more than 4,000 customers and 27 million subscription seats, we serve organizations of all sizes, from the large enterprises to small businesses, across more than 60 industries, in more than 177 countries, and in 37 languages.

 

It’s time to love work again! This motto is at the heart of our business. SuccessFactors, an SAP company, provides workforce management software designed to support the employee lifecycle, from recruit to retire.  Our customers support over 20 million workers in 177 countries, making SuccessFactors Human Capital Management (HCM) software one of the most adopted cloud-based solutions in the world. Our customers have a vision and vast goals to attract the best talent, align their workforce, optimize employee performance and gain workforce insight to make strategic decisions about their business.

 

Like any world-class technology company SuccessFactors develops applications that are relevant to our consumers. However, we understand that having great products is not enough. Without customer support built into the core of our business we would not be considered the leader in our industry. Lithium’s online community platform has played a significant role in helping us provide true support to our customers. Our Customer Community is a competitive differentiator and an important part of our marketing strategy. It is the gateway to fully realizing the value of our products and services and as marketers we shout this fact from the rooftops.

 

In our Community we bring together customers, product and support experts, industry thought leaders and implementation partners from around the world.  The knowledge exchanged in our Community is an indispensable resource for both new and established customers. 

 

Our Community is a hub for training, implementation resources, documentation, events, and user group interaction. Members stay informed on new features, product updates, and news on HR trends and predictions. This is the place where product-enhancement ideas are shared and discussed with our product managers, providing critical feedback for advancing our products to new levels of innovation and business efficiencies.

 

Our Community is 34,000 + strong and growing by an average of 1,300 new members each month.  Not only is the Community growing in members but in time spent online.  Per month page views range between 200,000 and 300,000 and we see approximately 360 new ideas shared and over 2500 kudo clicks.

 

We’ve found that customers who engage in the Community have increased success and longevity with SuccessFactors. When customers find what they need, have their issues resolved, and get their questions answered, they are happy and eager to help others. It’s a win-win for everyone.

 

 

In addition to Lithium’s impact on our support and customer adoption marketing efforts it is also a valuable vehicle for education and brand awareness. Multiple marketing campaigns pump fresh content into our Community, which drives engagement and new membership. We’ve had remarkable success with our one and only “open” board that showcases our amazing thought leadership to the world. The “Did You Know” campaign has allowed end user customers to find the community destination doubling daily registration and adding valuable content with 100’s of posts with 1,000,000’s of page views. Did You Know? has a committed following of loyal influencers that use Lithium’s social share functionality to spread awareness and meaningful content to their communities.  

 

Our team is also using Lithium to educate and influence our parent company’s on-premise HR customers to move to our cloud-based technology.  Moving to the Cloud from an on-premise solution can be an intimidating transition. There are many roads to success when taking on this endeavor.  Our “Welcome to the Cloud” marketing campaign invited our SAP HR family to join our Community and learn more about the advantages of cloud-based technology. Without In addition to valuable content, entry into our exclusive Community facilitates peer to peer conversation which expedites learning and reference inquiries. Our membership has increased by 8% since this campaign began in January, 2015 and we anticipate sales revenue to follow this uptake in interest from our on-premise customers.

 

Online engagement is a privilege of our time but our Community also supports in-person experiences for our customers.  Customer champions and super users are hosting “live” engagements that promote knowledge sharing across the SuccessFactors’ customer community. Each event focuses on effective talent management process design and deployment. VIP engagements are complimentary and exclusive to SuccessFactors customers as part of their current investment with our technology.  Thanks to Lithium’s interactivity customers learn about these events and participate in conversations before and after the “live” session to further enrich their experience.

 

Finally we want to bring attention to our customer excellence awards program. Our community hosts the SuccessConnect HR Excellence Awards annually. This program drives customers to tell their success story in their own voice and generates an exceptional amount of engagement through live voting. We use Lithium’s kudos click to cast votes. Thousands of votes were counted for our 2014 awards. The winners received a free pass to our SuccessConnect conference and an awards reception with leaders from our executive team. This is one of our favorite customer marketing opportunities because we get to uncover compelling customer stories and references and recognize and celebrate our customer’s accomplishments.

 


Company: SuccessFactors 

Entry submitted by: Danielle Beeken (dbeeken) Global Director, Customer Adoption Marketing

Community: SuccessFactors Community (community.successfactors.com)

Lithy category: Marketing Champion

 

SuccessFactors provides the leading cloud-based SuccessFactors HCM Suite, which comprises solutions that are complete, beautiful, and flexible, and which can help you optimize your workforce today and prepare it for tomorrow. SuccessFactors solutions are supported by a global partner ecosystem and the experience and commitment of SAP. Our solutions are innovative, but we also deliver process expertise and best practices insights from serving our broad and diverse customer base. Today, with more than 4,000 customers and 27 million subscription seats, we serve organizations of all sizes, from the large enterprises to small businesses, across more than 60 industries, in more than 177 countries, and in 37 languages.

 

It’s time to love work again! This motto is at the heart of our business. SuccessFactors, an SAP company, provides workforce management software designed to support the employee lifecycle, from recruit to retire.  Our customers support over 20 million workers in 177 countries, making SuccessFactors Human Capital Management (HCM) software one of the most adopted cloud-based solutions in the world. Our customers have a vision and vast goals to attract the best talent, align their workforce, optimize employee performance and gain workforce insight to make strategic decisions about their business.

 

Like any world-class technology company SuccessFactors develops applications that are relevant to our consumers. However, we understand that having great products is not enough. Without customer support built into the core of our business we would not be considered the leader in our industry. Lithium’s online community platform has played a significant role in helping us provide true support to our customers. Our Customer Community is a competitive differentiator and an important part of our marketing strategy. It is the gateway to fully realizing the value of our products and services and as marketers we shout this fact from the rooftops.

 

In our Community we bring together customers, product and support experts, industry thought leaders and implementation partners from around the world.  The knowledge exchanged in our Community is an indispensable resource for both new and established customers. 

 

Our Community is a hub for training, implementation resources, documentation, events, and user group interaction. Members stay informed on new features, product updates, and news on HR trends and predictions. This is the place where product-enhancement ideas are shared and discussed with our product managers, providing critical feedback for advancing our products to new levels of innovation and business efficiencies.

 

Our Community is 34,000 + strong and growing by an average of 1,300 new members each month.  Not only is the Community growing in members but in time spent online.  Per month page views range between 200,000 and 300,000 and we see approximately 360 new ideas shared and over 2500 kudo clicks.

 

We’ve found that customers who engage in the Community have increased success and longevity with SuccessFactors. When customers find what they need, have their issues resolved, and get their questions answered, they are happy and eager to help others. It’s a win-win for everyone.

 

 

In addition to Lithium’s impact on our support and customer adoption marketing efforts it is also a valuable vehicle for education and brand awareness. Multiple marketing campaigns pump fresh content into our Community, which drives engagement and new membership. We’ve had remarkable success with our one and only “open” board that showcases our amazing thought leadership to the world. The “Did You Know” campaign has allowed end user customers to find the community destination doubling daily registration and adding valuable content with 100’s of posts with 1,000,000’s of page views. Did You Know? has a committed following of loyal influencers that use Lithium’s social share functionality to spread awareness and meaningful content to their communities.  

 

Our team is also using Lithium to educate and influence our parent company’s on-premise HR customers to move to our cloud-based technology.  Moving to the Cloud from an on-premise solution can be an intimidating transition. There are many roads to success when taking on this endeavor.  Our “Welcome to the Cloud” marketing campaign invited our SAP HR family to join our Community and learn more about the advantages of cloud-based technology. Without In addition to valuable content, entry into our exclusive Community facilitates peer to peer conversation which expedites learning and reference inquiries. Our membership has increased by 8% since this campaign began in January, 2015 and we anticipate sales revenue to follow this uptake in interest from our on-premise customers.

 

Online engagement is a privilege of our time but our Community also supports in-person experiences for our customers.  Customer champions and super users are hosting “live” engagements that promote knowledge sharing across the SuccessFactors’ customer community. Each event focuses on effective talent management process design and deployment. VIP engagements are complimentary and exclusive to SuccessFactors customers as part of their current investment with our technology.  Thanks to Lithium’s interactivity customers learn about these events and participate in conversations before and after the “live” session to further enrich their experience.

 

Finally we want to bring attention to our customer excellence awards program. Our community hosts the SuccessConnect HR Excellence Awards annually. This program drives customers to tell their success story in their own voice and generates an exceptional amount of engagement through live voting. We use Lithium’s kudos click to cast votes. Thousands of votes were counted for our 2014 awards. The winners received a free pass to our SuccessConnect conference and an awards reception with leaders from our executive team. This is one of our favorite customer marketing opportunities because we get to uncover compelling customer stories and references and recognize and celebrate our customer’s accomplishments.

 

Status:
2016 Lithy Submission

Lithys 2016: Barclaycard Ring - Marketing Champion

By JaniceK

Lithys 2016: Barclaycard Ring - Marketing Champion

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎04-28-2016 01:45 AM - last edited on ‎05-03-2016 08:35 AM by Moderator Moderator

barclaycard.pngCompany: Barclaycard US

Contact: Jen Hitchens (Community Manager)

Community: Barclaycard Ring Community 

Lithy category:  Marketing Champion

 

BarclaycardUS is the 9th largest credit card issuer in the US. We believe that building community environments supports our credit card products and creates a differentiated customer experience through enhanced support and engagement.

 

Lithium’s community platform is the driving force behind the Barclaycard Ring Community. Barclaycard Ring MasterCard© is a very simple credit card product with a low interest rate, simple terms and no annual or balance transfer fees. But what sets Barclaycard Ring apart is its use of online communities in an innovative way to talk with card members about the product and how it should evolve. The Barclaycard Ring team also developed the industry’s first profit sharing program with card members, called Giveback™. This aligns the interests of both bank and card member like never before and opens the door for both to advance the cause of charities. And to help crystalize the trust, the team posts the financial statistics for the program on the website and discuss the results each month.

 

Barclaycard Ring Community “Ask FICO” Online Event

 

According to CEB TowersGroup, a financial services industry analyst group, 90 percent of credit scores purchased by lenders are FICO® Scores. While BarclaycardUS has been a pioneer in FICO® Score access for its cardmembers, many consumers still harbor a flawed - and costly - understanding of their credit scores.

 

Knowing that access to one's credit score is a small part of the path to better credit, Barclaycard Ring embarked on a mission to provide cardmembers with a clearer path to credit health. Partnering with the team at FICO®, Barclaycard was able to connect cardmembers to expert answers while providing a platform to share their own credit success stories – at no additional cost to the business.

 

Our primary objective of the campaign was to promote and encourage a greater understanding of credit scores and the FICO® Score we share with our cardmembers.

 

Our secondary objective was to increase the number of registered users in the Ring Community, increase engagement as well as create evergreen content that could provide answers to questions other community members might have about FICO Scores.

 

Our strategy and tactics

 

CONTENT STRATEGY

The content strategy for the “Ask FICO” event focused on communicating to our existing Ring cardmembers about the upcoming event, its exclusivity, as well as its benefit as a cardmember who is interested in their credit health and eager to learn more about financial literacy topics.

 

Untitled89.png

 

Communication Materials:

 

  • Working with FICO®, we developed a branded icon for the event (shown above)
  • Developed an “Ask FICO” Blog Post focusing on the program and it’s focus (as well as the ‘rules’)
  • The “Ask FICO” Blog Post was also featured in the Account Servicing part of the BarclaycardUS.com home page
  • Initial email focused that it was an exclusive online event
  • Last chance email focused on deadline

 

Untitled90.png

Initial email

 

Untitled91.png

Last chance email

 

Untitled92.png

Blog post

 

d.png

 

Our Results

 

COMMUNITY

  • Cardmembers posted 130 questions in 12 days; each question was answered individually by FICO
  • 19,000 page views (25% increase)
  • 4,700 unique visits (20% increase)
  • Ask FICO Q&A board had 459 posts and 222 kudos
  • Ask FICO Q&A board received 51% of the overall traffic during the event
  • Ask FICO blog post received 48% of all blog traffic during the event
  • Over 400 new cardmembers converted to community members for the event; 6% of new registrants for the year
  • Evergreen Content – post event, the “Ask FICO” Q&A board remains the #1 visited section of the Ring Community (surpassing the public blog page views in Q4)

 

EMAIL

  • 35% Open Rate
  • 11% CTR

 

CARDMEMBER

  • Online event helped to increase cardmember registrations to 20% of portfolio
  • Online event also helpe to re-engage some cardmembers who had not logged into the community in a while.

 

Key Learnings

 

COMMUNITY

  • Q&A Board format worked very well for this online event; questions that members had were answered by other community members; however the FICO Representative answer could be selected as the accepted solution so viewers know the correct response/information.
  • Created an easy to access “Ask FICO” board in the global navigation
  • Don’t always need a big budget to have a large impact (budget for this event was zero!)

 


barclaycard.pngCompany: Barclaycard US

Contact: Jen Hitchens (Community Manager)

Community: Barclaycard Ring Community 

Lithy category:  Marketing Champion

 

BarclaycardUS is the 9th largest credit card issuer in the US. We believe that building community environments supports our credit card products and creates a differentiated customer experience through enhanced support and engagement.

 

Lithium’s community platform is the driving force behind the Barclaycard Ring Community. Barclaycard Ring MasterCard© is a very simple credit card product with a low interest rate, simple terms and no annual or balance transfer fees. But what sets Barclaycard Ring apart is its use of online communities in an innovative way to talk with card members about the product and how it should evolve. The Barclaycard Ring team also developed the industry’s first profit sharing program with card members, called Giveback™. This aligns the interests of both bank and card member like never before and opens the door for both to advance the cause of charities. And to help crystalize the trust, the team posts the financial statistics for the program on the website and discuss the results each month.

 

Barclaycard Ring Community “Ask FICO” Online Event

 

According to CEB TowersGroup, a financial services industry analyst group, 90 percent of credit scores purchased by lenders are FICO® Scores. While BarclaycardUS has been a pioneer in FICO® Score access for its cardmembers, many consumers still harbor a flawed - and costly - understanding of their credit scores.

 

Knowing that access to one's credit score is a small part of the path to better credit, Barclaycard Ring embarked on a mission to provide cardmembers with a clearer path to credit health. Partnering with the team at FICO®, Barclaycard was able to connect cardmembers to expert answers while providing a platform to share their own credit success stories – at no additional cost to the business.

 

Our primary objective of the campaign was to promote and encourage a greater understanding of credit scores and the FICO® Score we share with our cardmembers.

 

Our secondary objective was to increase the number of registered users in the Ring Community, increase engagement as well as create evergreen content that could provide answers to questions other community members might have about FICO Scores.

 

Our strategy and tactics

 

CONTENT STRATEGY

The content strategy for the “Ask FICO” event focused on communicating to our existing Ring cardmembers about the upcoming event, its exclusivity, as well as its benefit as a cardmember who is interested in their credit health and eager to learn more about financial literacy topics.

 

Untitled89.png

 

Communication Materials:

 

  • Working with FICO®, we developed a branded icon for the event (shown above)
  • Developed an “Ask FICO” Blog Post focusing on the program and it’s focus (as well as the ‘rules’)
  • The “Ask FICO” Blog Post was also featured in the Account Servicing part of the BarclaycardUS.com home page
  • Initial email focused that it was an exclusive online event
  • Last chance email focused on deadline

 

Untitled90.png

Initial email

 

Untitled91.png

Last chance email

 

Untitled92.png

Blog post

 

d.png

 

Our Results

 

COMMUNITY

  • Cardmembers posted 130 questions in 12 days; each question was answered individually by FICO
  • 19,000 page views (25% increase)
  • 4,700 unique visits (20% increase)
  • Ask FICO Q&A board had 459 posts and 222 kudos
  • Ask FICO Q&A board received 51% of the overall traffic during the event
  • Ask FICO blog post received 48% of all blog traffic during the event
  • Over 400 new cardmembers converted to community members for the event; 6% of new registrants for the year
  • Evergreen Content – post event, the “Ask FICO” Q&A board remains the #1 visited section of the Ring Community (surpassing the public blog page views in Q4)

 

EMAIL

  • 35% Open Rate
  • 11% CTR

 

CARDMEMBER

  • Online event helped to increase cardmember registrations to 20% of portfolio
  • Online event also helpe to re-engage some cardmembers who had not logged into the community in a while.

 

Key Learnings

 

COMMUNITY

  • Q&A Board format worked very well for this online event; questions that members had were answered by other community members; however the FICO Representative answer could be selected as the accepted solution so viewers know the correct response/information.
  • Created an easy to access “Ask FICO” board in the global navigation
  • Don’t always need a big budget to have a large impact (budget for this event was zero!)

 

Status:
2016 Lithy Submission

Lithys 2016: SAS - Marketing Champion (2 of 2 entr...

By JaniceK

Lithys 2016: SAS - Marketing Champion (2 of 2 entries)

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎03-31-2016 04:55 PM - last edited on ‎05-03-2016 08:46 AM by Moderator Moderator

a.pngCompany: SAS


Entry submitted by: Shelley Sessoms (Online Community Manager)

Community: SAS Support Communities

Lithy category: Marketing Champion (2 of 2 entries)

 

SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.

 

Our Unique Promotion

 

We launched external and internal Super User programs to give a recognition and commitment boost to super active community members. These programs publicly honored our strongest members for their outstanding contributions and gave them tools to expand their community leadership so they can get more out of their community experience – and help the community as a whole.

 

External SAS Super Users felt special because they:

  • Received a badge and special rank icon that appears on their community avatar: Untitled10.png
  • Had access to a private "Super Users" forum, where they can confer with their fellow "supers" and the SAS community managers.
  • Were invited to "Super Users"-only meetings with SAS staff, where they get the inside scoop on SAS communities and other SAS goings-on.
  • Received privileges like moving stray posts to the proper board and marking spam.
  • Received periodic surprise community/SAS swag and personal gifts in the mail. They completed a “What are your favorites” Q/A so we knew what to send them. On their birthdays, we posted a “Happy Birthday” message on the community homepage banner that is visible only to the member with a birthday.

 

Untitled11.png

 

 

Internal SAS Super FREQs (FREQ is a name of a commonly used SAS procedure) received:

 

  • A special rank icon and badge: Untitled12.png
  • Community management rights such as moving stray posts, featuring good ones and editing topics that need clarity.
  • Note of appreciation and thanks to each of their managers.
  • Choice of community swag: branded coffee cup or USB charger.

 Untitled13.pngUntitled14.png

 

Our Promotional Strategy and Tactics

 

We identified our first pool of super members by analyzing community activity from Lithium bulk data. We decided to appoint a new group of Super Users/FREQS every six months and that “alumni” members will be awarded an Emeritus status and special badge. Example for Super Users:Untitled15.png

 

We then defined program parameters like:

  • Guidelines complete with “how-to” instructions for executing special tasks, posted on private board:

Untitled16.png

 

  • Promotions to serve two purposes: recognize super members and elevate awareness of communities in general.

 

Promotional tactics include:

 

Super Users

Untitled17.png

  • Social updates on SAS corporate, user-specific and personal channels like Twitter, LinkedIn, Google+ and Facebook, and external SAS-related communities, using multiple text variations, headlines and this social tile:

Untitled18.png

 

 

Super FREQS:

  • Intranet article that highlighted employee contributions and what it means to participate in the community, including quotes from the Super FREQs themselves on their activity.
  • Intranet video about how being a community star is like being a super hero.

 

Be a Hero

 

 

 

Results

 

Expanded community management coverage

Using bulk data from Lithium, we saw that Super Users acted on new privileges like topic moves. From Feb. 1 – March 27, Super Users moved 92 topics to appropriate boards while the community management team moved 35. What’s more, these moves occurred at all hours of the day/night due to the global scope of our Super Users. In effect, the Super User program allowed for 24/7 community moderation; our Super Users became an extension of the SAS communities team.

 

Our Super Users increased their participation in the communities, as well. Analyzing the 60 days prior to the inception of the Super User program with the 60 days post-program launch we saw:

 

  • Super Users increased their shared content/messages posted between 18-90%.
  • The number of accepted solutions given to Super Users increased between 30%-300%. Yes, you read that right: 300% for one Super User in particular.

 

Super User social sharing of program perks

In one instance, a Super User shared a piece of Super User swag through a creative social update. The swag installment sent to Super Users was a pen made out of reclaimed wood from an old SAS building on campus headquarters. The package included an article about the building’s history and a note from SAS Co-founder and CEO Jim Goodnight. One of the Super Users tweeted about the pen, thanking Dr. Goodnight publicly for the gift.

 

Untitled20.png


a.pngCompany: SAS


Entry submitted by: Shelley Sessoms (Online Community Manager)

Community: SAS Support Communities

Lithy category: Marketing Champion (2 of 2 entries)

 

SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.

 

Our Unique Promotion

 

We launched external and internal Super User programs to give a recognition and commitment boost to super active community members. These programs publicly honored our strongest members for their outstanding contributions and gave them tools to expand their community leadership so they can get more out of their community experience – and help the community as a whole.

 

External SAS Super Users felt special because they:

  • Received a badge and special rank icon that appears on their community avatar: Untitled10.png
  • Had access to a private "Super Users" forum, where they can confer with their fellow "supers" and the SAS community managers.
  • Were invited to "Super Users"-only meetings with SAS staff, where they get the inside scoop on SAS communities and other SAS goings-on.
  • Received privileges like moving stray posts to the proper board and marking spam.
  • Received periodic surprise community/SAS swag and personal gifts in the mail. They completed a “What are your favorites” Q/A so we knew what to send them. On their birthdays, we posted a “Happy Birthday” message on the community homepage banner that is visible only to the member with a birthday.

 

Untitled11.png

 

 

Internal SAS Super FREQs (FREQ is a name of a commonly used SAS procedure) received:

 

  • A special rank icon and badge: Untitled12.png
  • Community management rights such as moving stray posts, featuring good ones and editing topics that need clarity.
  • Note of appreciation and thanks to each of their managers.
  • Choice of community swag: branded coffee cup or USB charger.

 Untitled13.pngUntitled14.png

 

Our Promotional Strategy and Tactics

 

We identified our first pool of super members by analyzing community activity from Lithium bulk data. We decided to appoint a new group of Super Users/FREQS every six months and that “alumni” members will be awarded an Emeritus status and special badge. Example for Super Users:Untitled15.png

 

We then defined program parameters like:

  • Guidelines complete with “how-to” instructions for executing special tasks, posted on private board:

Untitled16.png

 

  • Promotions to serve two purposes: recognize super members and elevate awareness of communities in general.

 

Promotional tactics include:

 

Super Users

Untitled17.png

  • Social updates on SAS corporate, user-specific and personal channels like Twitter, LinkedIn, Google+ and Facebook, and external SAS-related communities, using multiple text variations, headlines and this social tile:

Untitled18.png

 

 

Super FREQS:

  • Intranet article that highlighted employee contributions and what it means to participate in the community, including quotes from the Super FREQs themselves on their activity.
  • Intranet video about how being a community star is like being a super hero.

 

Be a Hero

 

 

 

Results

 

Expanded community management coverage

Using bulk data from Lithium, we saw that Super Users acted on new privileges like topic moves. From Feb. 1 – March 27, Super Users moved 92 topics to appropriate boards while the community management team moved 35. What’s more, these moves occurred at all hours of the day/night due to the global scope of our Super Users. In effect, the Super User program allowed for 24/7 community moderation; our Super Users became an extension of the SAS communities team.

 

Our Super Users increased their participation in the communities, as well. Analyzing the 60 days prior to the inception of the Super User program with the 60 days post-program launch we saw:

 

  • Super Users increased their shared content/messages posted between 18-90%.
  • The number of accepted solutions given to Super Users increased between 30%-300%. Yes, you read that right: 300% for one Super User in particular.

 

Super User social sharing of program perks

In one instance, a Super User shared a piece of Super User swag through a creative social update. The swag installment sent to Super Users was a pen made out of reclaimed wood from an old SAS building on campus headquarters. The package included an article about the building’s history and a note from SAS Co-founder and CEO Jim Goodnight. One of the Super Users tweeted about the pen, thanking Dr. Goodnight publicly for the gift.

 

Untitled20.png

Status:
2015 Lithy Submission

Lithys 2015: Sony Europe - Marketing Champion

By JaniceK

Lithys 2015: Sony Europe - Marketing Champion

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-22-2015 04:41 PM - edited ‎04-23-2015 08:26 AM

Company: Sony Europe  
Entry submitted by: Nico Henderijckx (tweety2b) Head of Communities, Europe

Community: Sony Europe Community (www.sony.co.uk/community) and European locale alternatives

Lithy category: Marketing Champion

 

Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world.  Sony recorded consolidated annual sales of approximately $75 billion for the fiscal year ended March 31, 2014.

 

The Sony Europe Community has been setup to achieve and facilitate 3 pillars:

  • Conversation – create a platform that enables end users to have conversation with other end-users so they can share experiences, issues, behaviors, etc with each other. This to be done through any media mean: forum, photo, competition etc…
  • Self-service and Learning – Forums and How tos to enable customers to get the maximum out of their products and learn them how to become professionals using them (mainly photography and videography)
  • Advocacy – Editorial blog strategy to support our social channels. Mainly create engaging content with high Like-ability and share-ability

This year we have been strongly focusing on developing the 3rd pillar. We have optimized our blog area and put it in the centre of our social strategy. 2-3 blogs per week are being posted in 5 different categories (Arts, design, Entertainment, Product & events, Education) and all of these are being used in FB, TW and G+ to drive traffic to the blog area. The ultimate goal being high engagement (putting the correct person in front of the blog) and then have them share the article back out in the social landscape.

 

UX flow is Post on social media linking to Blog

 

We also introduced a new Blog homepage:

Our results

 

1) Blog traffic

Traffic went up 3x versus previous year. We are now undergoing a new re-design exercise to further optimise the blog area and make it even better from a mobile friendly and responsiveness angle.  Making assets used in blogs easier to share

 

  • More focus on content

Legend: in pink the sharing functions, in Blue the next content suggestion. Otherwise on the page no distractions from the content.

  • now no assets are directly shareable but only full blogs are Vs future where each asset (video, picture etc…) will be shareable directly out to the social landscape.

2) Blog advocacy

 

Results after introducing the sharing buttons actively to the blog area:

The additional reach produced by the social sharing buttons usage now exceeds the overall ORGANIC reach Sony has on FB, TW and G+. This allows us to compensate better when FB throttles further the posts displayed on end-users’ walls.


Company: Sony Europe  
Entry submitted by: Nico Henderijckx (tweety2b) Head of Communities, Europe

Community: Sony Europe Community (www.sony.co.uk/community) and European locale alternatives

Lithy category: Marketing Champion

 

Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world.  Sony recorded consolidated annual sales of approximately $75 billion for the fiscal year ended March 31, 2014.

 

The Sony Europe Community has been setup to achieve and facilitate 3 pillars:

  • Conversation – create a platform that enables end users to have conversation with other end-users so they can share experiences, issues, behaviors, etc with each other. This to be done through any media mean: forum, photo, competition etc…
  • Self-service and Learning – Forums and How tos to enable customers to get the maximum out of their products and learn them how to become professionals using them (mainly photography and videography)
  • Advocacy – Editorial blog strategy to support our social channels. Mainly create engaging content with high Like-ability and share-ability

This year we have been strongly focusing on developing the 3rd pillar. We have optimized our blog area and put it in the centre of our social strategy. 2-3 blogs per week are being posted in 5 different categories (Arts, design, Entertainment, Product & events, Education) and all of these are being used in FB, TW and G+ to drive traffic to the blog area. The ultimate goal being high engagement (putting the correct person in front of the blog) and then have them share the article back out in the social landscape.

 

UX flow is Post on social media linking to Blog

 

We also introduced a new Blog homepage:

Our results

 

1) Blog traffic

Traffic went up 3x versus previous year. We are now undergoing a new re-design exercise to further optimise the blog area and make it even better from a mobile friendly and responsiveness angle.  Making assets used in blogs easier to share

 

  • More focus on content

Legend: in pink the sharing functions, in Blue the next content suggestion. Otherwise on the page no distractions from the content.

  • now no assets are directly shareable but only full blogs are Vs future where each asset (video, picture etc…) will be shareable directly out to the social landscape.

2) Blog advocacy

 

Results after introducing the sharing buttons actively to the blog area:

The additional reach produced by the social sharing buttons usage now exceeds the overall ORGANIC reach Sony has on FB, TW and G+. This allows us to compensate better when FB throttles further the posts displayed on end-users’ walls.

Status:
2015 Lithy Submission

Lithys 2015: Warner Bros - Marketing Champion

By JaniceK

Company: Warner Bros 

Entry submitted by: David Turner (david-turner) Digital Manager

Community: WB Play Community  (Community.wbgames.com )

Lithy category: Marketing Champion

 

Our community is the dedicated forum for WB Games titles. Starting with Batman Arkham Origins, it has expanded to Mortal Kombat and mobile games.  We now have 6 games on the community, with 230,000+ members with much more to come.

 

Our Lithium community is the very core of our conversion funnel. In the video game industry, hardcore fans- those who live, breath, and sleep the titles-- represent the figurative end of the consumer journey. People could pick up a game and enjoy it over a weekend, but there are those who play a game 10X over, sometimes in excess of 200 hours, ultimately wind up forming an identity around the game and the brand, and that's why our community exists, to connect them. Our fans write help guides, they speculate about the lore, and they find stuff so detalied (and often inconsequential) that it delights the creators of the game. Our goal is to let our most devoted of the fans create content, and we do everything we can do encourage them to do so. Success for us is a growth in our devotees; we want them to come to our community, stay, find friends online, and ultimately invite more friends into the world of the game. Our community is at the core of this strategy.

 


All of this leads to the next, larger plan, when it comes to fan migration. Rather than trying to market to the same fans every new title, using the community, we are able to keep them engaged and centralized, so when we annouce our next games, we know exactly where some of our best fans are and how we can share our new games with them.    

 

Our marketing campaign

 

Last fall, we ran a community based "Cosplay Week" which was a celebration of some of the best user created Costumes based off the Batman Arkham games. We were in a particuarly content poor part of the year and our devoted fans were looking for anything about the game that made them reengage with the brand. I collected 5 top tier cosplayers from across the globe and did daily posts, each day with a new cosplayer or cosplay team. The results were enormous, garnering a reach of near 10 million. We took some of the most hardcore of our fans and turned them into content generators. The fans loved it and it was able to greatly increase traffic to the forum and across all of our social channels.    

 

 

Campaign results

 

Because Lithium is able to incorporate WBPlay as it's SSO, we have been able to show a great cross promotion between in game and forum identity. Not only are we able to view the user journey from player to forum member, we are able to quantify results of playtime, forum activity, and ultimately, user value. While I cannot speak to our numbers externally, we have found that players of our games who are active in the forums are active players, on average, 10 to 20 times longer than those players who are not logged in.


We are approaching a quarter of a million members in the WB Community, and show no slow in growth.      

 

 

 

 


Company: Warner Bros 

Entry submitted by: David Turner (david-turner) Digital Manager

Community: WB Play Community  (Community.wbgames.com )

Lithy category: Marketing Champion

 

Our community is the dedicated forum for WB Games titles. Starting with Batman Arkham Origins, it has expanded to Mortal Kombat and mobile games.  We now have 6 games on the community, with 230,000+ members with much more to come.

 

Our Lithium community is the very core of our conversion funnel. In the video game industry, hardcore fans- those who live, breath, and sleep the titles-- represent the figurative end of the consumer journey. People could pick up a game and enjoy it over a weekend, but there are those who play a game 10X over, sometimes in excess of 200 hours, ultimately wind up forming an identity around the game and the brand, and that's why our community exists, to connect them. Our fans write help guides, they speculate about the lore, and they find stuff so detalied (and often inconsequential) that it delights the creators of the game. Our goal is to let our most devoted of the fans create content, and we do everything we can do encourage them to do so. Success for us is a growth in our devotees; we want them to come to our community, stay, find friends online, and ultimately invite more friends into the world of the game. Our community is at the core of this strategy.

 


All of this leads to the next, larger plan, when it comes to fan migration. Rather than trying to market to the same fans every new title, using the community, we are able to keep them engaged and centralized, so when we annouce our next games, we know exactly where some of our best fans are and how we can share our new games with them.    

 

Our marketing campaign

 

Last fall, we ran a community based "Cosplay Week" which was a celebration of some of the best user created Costumes based off the Batman Arkham games. We were in a particuarly content poor part of the year and our devoted fans were looking for anything about the game that made them reengage with the brand. I collected 5 top tier cosplayers from across the globe and did daily posts, each day with a new cosplayer or cosplay team. The results were enormous, garnering a reach of near 10 million. We took some of the most hardcore of our fans and turned them into content generators. The fans loved it and it was able to greatly increase traffic to the forum and across all of our social channels.    

 

 

Campaign results

 

Because Lithium is able to incorporate WBPlay as it's SSO, we have been able to show a great cross promotion between in game and forum identity. Not only are we able to view the user journey from player to forum member, we are able to quantify results of playtime, forum activity, and ultimately, user value. While I cannot speak to our numbers externally, we have found that players of our games who are active in the forums are active players, on average, 10 to 20 times longer than those players who are not logged in.


We are approaching a quarter of a million members in the WB Community, and show no slow in growth.      

 

 

 

 

Status:
2016 Lithy Submission

Lithys 2016: SAS - Marketing Champion (1 of 2 entr...

By JaniceK

Lithys 2016: SAS - Marketing Champion (1 of 2 entries)

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎03-31-2016 04:36 PM - last edited on ‎05-03-2016 08:43 AM by Moderator Moderator

a.pngCompany: SAS


Entry submitted by: Shelley Sessoms (Online Community Manager)

Community: SAS Support Communities

Lithy category: Marketing Champion (1 of 2 entries)

 

SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.

 

Our Unique Promotion

 

We used the transition to Lithium as an opportunity to relaunch, reenergize and redesign SAS Support Communities. We aimed to make it easier for members to:

  • Find correct information faster with intuitive searches
  • Connect with peers
  • Share what they know with others

 

We wanted members to recognize the immediate benefits of the new site, including:

  • A quality mobile experience
  • A new system of ranks and badges that rewards community contributions
  • Better SPAM filters, keeping the noise level down so they can enjoy the good content

 

Our  Promotional Strategies and Tactics 

 

The community management team deployed an integrated communication plan geared toward new and potential community members, employees and social media influencers to generate awareness of the relaunch.

 

After finalizing a launch-specific tagline for SAS Support Communities, “Your forum, transformed,” we came up with a succinct, evergreen tagline that invites community action: “Ask. Find. Share.”

 

Then we identified key pieces of “getting started” information for members, and produced six community articles and videos covering the points:

 

 

We held a soft launch phase for “super” active employee and external community members to gather feedback and create a sense of ownership among this influential group from the outset.

 

Social proved to be a critical channel for all promotional efforts. Over several weeks, we promoted the following assets across SAS corporate, user-specific and personal channels like Twitter, LinkedIn, Google+ and Facebook, and external SAS-related communities:

 

  • How-to videos
  • SAS Users blog post
  • Six social tiles with quotes from community super users. Examples:

 

Untitled4.png

Untitled5.png

Untitled6.png

 

Multiple SAS-owned websites promoted the news including the SAS homepage, support site, and appropriate support pages like SAS Training and Books. Three SAS user e-newsletters promoted it as well.

 

The relaunch received third-party validation through earned media placements including a Huffington Post interview and Social Business Engine podcast episode.

 

We internally promoted the launch through a video, article on the SAS intranet, post on social media blog, email blast to marketing and sales teams, posts on internal communities and email notices to other communications groups.

 

Our Results

 

SAS Support Communities have enjoyed healthy membership and web traffic since their inception in 2006. The relaunch built on this momentum resulting in bumps to online visits, membership and engagement.

 

Analysis* of SAS Communities traffic, post launch:

Comparing Oct 1, 2015-March 27, 2016 to same time last year (Oct 1, 2014-March 27, 2015)

  • 19% increase in sessions (visits) (1.53M vs 1.28M)
  • 25% increase in page views (3M vs 2.4M)
  • Higher rate of return visitors (80% returning vs. new, instead of 74.5% returning vs. new)
  • 31% increase in new registered members rate (14,510 vs 11,067)

 

*Sources: Google Analytics and Lithium bulk data/history

 

Traffic to specific promotional tactics contributed to the online traffic boost. Here are a few sample metrics:

 

Cumulative views on how-to pieces:

Articles with embedded videos: 4,407

Stand-alone YouTube videos: 1,061

 

Breakdown:

 

 

 

SAS-owned social channel engagement:

 

We sprinkled promotions from corporate and user-focused social channels for months following the community relaunch date of Sept. 8, 2015. From Sept. 8 through Dec. 31, 2015, here are a few promotion results.

 

  • 137 posts
  • 940 engagements (709 likes, 13 comments, 218 shares)
  • 282,500 account followers

 

Sample comments:

 

1. A quoted active member retweeted and pointed to specific SAS product board:

 

Untitled7.png

 

2. Same member replied and cited tagline, Find. Ask. Share:

 

Untitled8.png

 

3. One update received a technical question from a SAS user:

 

Untitled9.png

 

4.  Supporting visuals: Please include any supporting visuals/graphics into your above answers. Insert them into your text copy, so we’re clear on desired positioning of the graphics. We will accept videos for this entry. All videos must be submitted as publicly viewable links on YouTube or Vimeo.

 

Answer #2 includes links to external promotions, such as community articles with embedded videos. In addition, here are direct YouTube links to the videos:

 

SAS Support Communities: YouTube playlist of all introduction videos

Welcome!

Boost your rep!

How to get answers…

Community guidelines

Create an awesome profile

New for SAS programmers

 

 


a.pngCompany: SAS


Entry submitted by: Shelley Sessoms (Online Community Manager)

Community: SAS Support Communities

Lithy category: Marketing Champion (1 of 2 entries)

 

SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.

 

Our Unique Promotion

 

We used the transition to Lithium as an opportunity to relaunch, reenergize and redesign SAS Support Communities. We aimed to make it easier for members to:

  • Find correct information faster with intuitive searches
  • Connect with peers
  • Share what they know with others

 

We wanted members to recognize the immediate benefits of the new site, including:

  • A quality mobile experience
  • A new system of ranks and badges that rewards community contributions
  • Better SPAM filters, keeping the noise level down so they can enjoy the good content

 

Our  Promotional Strategies and Tactics 

 

The community management team deployed an integrated communication plan geared toward new and potential community members, employees and social media influencers to generate awareness of the relaunch.

 

After finalizing a launch-specific tagline for SAS Support Communities, “Your forum, transformed,” we came up with a succinct, evergreen tagline that invites community action: “Ask. Find. Share.”

 

Then we identified key pieces of “getting started” information for members, and produced six community articles and videos covering the points:

 

 

We held a soft launch phase for “super” active employee and external community members to gather feedback and create a sense of ownership among this influential group from the outset.

 

Social proved to be a critical channel for all promotional efforts. Over several weeks, we promoted the following assets across SAS corporate, user-specific and personal channels like Twitter, LinkedIn, Google+ and Facebook, and external SAS-related communities:

 

  • How-to videos
  • SAS Users blog post
  • Six social tiles with quotes from community super users. Examples:

 

Untitled4.png

Untitled5.png

Untitled6.png

 

Multiple SAS-owned websites promoted the news including the SAS homepage, support site, and appropriate support pages like SAS Training and Books. Three SAS user e-newsletters promoted it as well.

 

The relaunch received third-party validation through earned media placements including a Huffington Post interview and Social Business Engine podcast episode.

 

We internally promoted the launch through a video, article on the SAS intranet, post on social media blog, email blast to marketing and sales teams, posts on internal communities and email notices to other communications groups.

 

Our Results

 

SAS Support Communities have enjoyed healthy membership and web traffic since their inception in 2006. The relaunch built on this momentum resulting in bumps to online visits, membership and engagement.

 

Analysis* of SAS Communities traffic, post launch:

Comparing Oct 1, 2015-March 27, 2016 to same time last year (Oct 1, 2014-March 27, 2015)

  • 19% increase in sessions (visits) (1.53M vs 1.28M)
  • 25% increase in page views (3M vs 2.4M)
  • Higher rate of return visitors (80% returning vs. new, instead of 74.5% returning vs. new)
  • 31% increase in new registered members rate (14,510 vs 11,067)

 

*Sources: Google Analytics and Lithium bulk data/history

 

Traffic to specific promotional tactics contributed to the online traffic boost. Here are a few sample metrics:

 

Cumulative views on how-to pieces:

Articles with embedded videos: 4,407

Stand-alone YouTube videos: 1,061

 

Breakdown:

 

 

 

SAS-owned social channel engagement:

 

We sprinkled promotions from corporate and user-focused social channels for months following the community relaunch date of Sept. 8, 2015. From Sept. 8 through Dec. 31, 2015, here are a few promotion results.

 

  • 137 posts
  • 940 engagements (709 likes, 13 comments, 218 shares)
  • 282,500 account followers

 

Sample comments:

 

1. A quoted active member retweeted and pointed to specific SAS product board:

 

Untitled7.png

 

2. Same member replied and cited tagline, Find. Ask. Share:

 

Untitled8.png

 

3. One update received a technical question from a SAS user:

 

Untitled9.png

 

4.  Supporting visuals: Please include any supporting visuals/graphics into your above answers. Insert them into your text copy, so we’re clear on desired positioning of the graphics. We will accept videos for this entry. All videos must be submitted as publicly viewable links on YouTube or Vimeo.

 

Answer #2 includes links to external promotions, such as community articles with embedded videos. In addition, here are direct YouTube links to the videos:

 

SAS Support Communities: YouTube playlist of all introduction videos

Welcome!

Boost your rep!

How to get answers…

Community guidelines

Create an awesome profile

New for SAS programmers

 

 

Status:
2016 Lithy Submission

Lithys 2016: GoDaddy - Marketing Champion

By JaniceK

Lithys 2016: GoDaddy - Marketing Champion

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎04-29-2016 10:47 AM - last edited on ‎05-03-2016 08:25 AM by Moderator Moderator

Company: GoDaddy

Contact: Rachel Makool (Sr. Product Manager, Community)

Community: GoDaddy Community

Lithy category:  Marketing Champion

 

a.pngb.pngc.png

 

Our unique promotion 

 

One of GoDaddy’s top “rocks” = goals is to “Extend and Enhance our Customer Relationships” and as part of this, we launched our Community.

 

Our goals are to:

  1. Provide quick and immediate answers to customer questions to save them time while in the flow of their work.
  2. Encourage engagement of our customers to aid in learning of GoDaddy products and services to enhance usage.
  3. Enhance learning and engagement for our employees to increase understanding of customer's needs and expectations of GoDaddy

 

In order to kick off our new Community, we wanted to seed a lot of content. We decided to recruit customers that we named “Community Founders” to help us seed the content before going live.

 

Our strategy and tactics 

 

The strategy was to get a group of customers to help us seed content before going live. The tactics were to recruit customers through multiple methods like emails, phone calls and article in our Help content. We set a lofty goal of 200 customers. Asked them to sign up so we could reach out to them with more detail.

 

We recruited a group of customers through email campaigns and by reaching out to individuals to be “Community Founders”. We had 300 express interest and 50% of them (150 customers) registered and signed into the Community to help us seed content before the site went live on March 31st. These 150 customers were comprised of professionals (people who create websites, etc for other customers) and other small business owners. We spent 5 weeks working closely with them to create compelling content to launch the site with. They all earned a “Community Founder” badge and rank as a thank you and also to give them recognition in the Community as leaders.

 

Founder badge and rank icon:

 

d.png

 

The customers we recruited as Founders were GoDaddy customers for at least 1 year, active and own more than 3 of our products.

 

One of our Founders (username LoDoWeb) stated, "The community thus far is a great place to meet people. So far I enjoy it.”

 

In addition to the Founders badges, we created an “Early Bird” badge for any customer who registers within the first month of the launch in April.

 

 cx.png

 

We also created a “GoDaddy Pro” badge to recognize all “Pros” who are part of our GoDaddy Pro program. We will also have a rank icon for them shortly. This is a way for them to highlight their business expertise and potentially get business from someone who needs help building a website.

 

Untitled2.png

 

Our results

 

We exceeded our goals and got 300 customers to sign up. As of today, March 23rd, we have 80 customers registered and posting. We plan on launching within the next two weeks and hope to have more customers registered and posting before going live. Their posts have been very engaging! We created a “Founder” Badge to give them recognition for being early birds in our Community and will also create a “Founder” rank in order to attach a badge to their user name.

 

In the first month, we’ll have received 50,000-70,000 page views through email promotion, Twitter promotion (see below screenshot), exposure in Help (see below screenshot) and SEO. 

 

 

Untitled3.png 

Untitled4.png

 

In addition, we have achieved over 2,000 completed registrations in the first month of our community launch.


Company: GoDaddy

Contact: Rachel Makool (Sr. Product Manager, Community)

Community: GoDaddy Community

Lithy category:  Marketing Champion

 

a.pngb.pngc.png

 

Our unique promotion 

 

One of GoDaddy’s top “rocks” = goals is to “Extend and Enhance our Customer Relationships” and as part of this, we launched our Community.

 

Our goals are to:

  1. Provide quick and immediate answers to customer questions to save them time while in the flow of their work.
  2. Encourage engagement of our customers to aid in learning of GoDaddy products and services to enhance usage.
  3. Enhance learning and engagement for our employees to increase understanding of customer's needs and expectations of GoDaddy

 

In order to kick off our new Community, we wanted to seed a lot of content. We decided to recruit customers that we named “Community Founders” to help us seed the content before going live.

 

Our strategy and tactics 

 

The strategy was to get a group of customers to help us seed content before going live. The tactics were to recruit customers through multiple methods like emails, phone calls and article in our Help content. We set a lofty goal of 200 customers. Asked them to sign up so we could reach out to them with more detail.

 

We recruited a group of customers through email campaigns and by reaching out to individuals to be “Community Founders”. We had 300 express interest and 50% of them (150 customers) registered and signed into the Community to help us seed content before the site went live on March 31st. These 150 customers were comprised of professionals (people who create websites, etc for other customers) and other small business owners. We spent 5 weeks working closely with them to create compelling content to launch the site with. They all earned a “Community Founder” badge and rank as a thank you and also to give them recognition in the Community as leaders.

 

Founder badge and rank icon:

 

d.png

 

The customers we recruited as Founders were GoDaddy customers for at least 1 year, active and own more than 3 of our products.

 

One of our Founders (username LoDoWeb) stated, "The community thus far is a great place to meet people. So far I enjoy it.”

 

In addition to the Founders badges, we created an “Early Bird” badge for any customer who registers within the first month of the launch in April.

 

 cx.png

 

We also created a “GoDaddy Pro” badge to recognize all “Pros” who are part of our GoDaddy Pro program. We will also have a rank icon for them shortly. This is a way for them to highlight their business expertise and potentially get business from someone who needs help building a website.

 

Untitled2.png

 

Our results

 

We exceeded our goals and got 300 customers to sign up. As of today, March 23rd, we have 80 customers registered and posting. We plan on launching within the next two weeks and hope to have more customers registered and posting before going live. Their posts have been very engaging! We created a “Founder” Badge to give them recognition for being early birds in our Community and will also create a “Founder” rank in order to attach a badge to their user name.

 

In the first month, we’ll have received 50,000-70,000 page views through email promotion, Twitter promotion (see below screenshot), exposure in Help (see below screenshot) and SEO. 

 

 

Untitled3.png 

Untitled4.png

 

In addition, we have achieved over 2,000 completed registrations in the first month of our community launch.

Status:
2015 Lithy Submission

Lithys 2015: HSN - Marketing Champion

By JaniceK

Lithys 2015: HSN - Marketing Champion

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-29-2015 09:00 PM - edited ‎04-30-2015 10:30 AM

Company: HSN 

Entry submitted by: Matt See (MattHSN) Director, Social & Games

Community: HSN Community (http://community.hsn.com,http://blogs.hsn.com)

Lithy category: Marketing Champion

 

HSN is all about making shopping FUN! Great products and unique experiences that you can’t find anywhere else, plus exclusive access to celebrities and sweepstakes. The HSN Community makes that possible by connecting them with all their favorite HSN Hosts and Partners and introducing them to fellow shoppers just like themselves who share their passion for great deals & shopping!

 

Lithium’s Community serves a vital role for HSN as the single owned destination for customers to post and engage with partners, brands and each other. It’s a tool for our customers to get a second opinion about a product and is a key aspect to driving boundaryless retail for HSN across all screens.

 

How we activated our influencers

 

1) We re-launched the Community with a new design and a new way to connect with HSN personalities called Q&A’s.


2) Lithium allowed us to engage our audience, which in turn is allowing us to organically reach others. HSN is a differentiated way to shop because, unlike brick and mortar, you’re shopping from the personality behind the brand, and with Community shopping on TV has never been more personal. The Lithium platform has allowed HSN to take that one step further by creating omni-channel Q&A’s that give customers the ability to have their own conversations with the brand. Instead of just shopping for jeans, HSN gives customers unprecedented access to stylists, fashion icons, and other experts to help offer a more personal and valued shopping destination; and the customer is front and center in the experience with the power of Lithium’s Community.

 

Our results

  • Hosted 71 Q&A’s between August – December in 2014, creating a whole new way for customers to connect and drive meaningful, relevant conversation on HSN.
  • +2,502.4% in Community Membership Y/Y
  • +241.8% in Unique Visitors Y/Y
  • +109.4% in Posts Y/Y
  • +105.7% in Sessions Y/Y
  • Stats are still growing this year. We’re seeing +40% in Sales Y/Y in Q1 this year.

 

Q&A Banner Example

 

 

 

Before / After Lithium Launch

 

Before:

After:

 

Community Q&A Example

 

 


Company: HSN 

Entry submitted by: Matt See (MattHSN) Director, Social & Games

Community: HSN Community (http://community.hsn.com,http://blogs.hsn.com)

Lithy category: Marketing Champion

 

HSN is all about making shopping FUN! Great products and unique experiences that you can’t find anywhere else, plus exclusive access to celebrities and sweepstakes. The HSN Community makes that possible by connecting them with all their favorite HSN Hosts and Partners and introducing them to fellow shoppers just like themselves who share their passion for great deals & shopping!

 

Lithium’s Community serves a vital role for HSN as the single owned destination for customers to post and engage with partners, brands and each other. It’s a tool for our customers to get a second opinion about a product and is a key aspect to driving boundaryless retail for HSN across all screens.

 

How we activated our influencers

 

1) We re-launched the Community with a new design and a new way to connect with HSN personalities called Q&A’s.


2) Lithium allowed us to engage our audience, which in turn is allowing us to organically reach others. HSN is a differentiated way to shop because, unlike brick and mortar, you’re shopping from the personality behind the brand, and with Community shopping on TV has never been more personal. The Lithium platform has allowed HSN to take that one step further by creating omni-channel Q&A’s that give customers the ability to have their own conversations with the brand. Instead of just shopping for jeans, HSN gives customers unprecedented access to stylists, fashion icons, and other experts to help offer a more personal and valued shopping destination; and the customer is front and center in the experience with the power of Lithium’s Community.

 

Our results

  • Hosted 71 Q&A’s between August – December in 2014, creating a whole new way for customers to connect and drive meaningful, relevant conversation on HSN.
  • +2,502.4% in Community Membership Y/Y
  • +241.8% in Unique Visitors Y/Y
  • +109.4% in Posts Y/Y
  • +105.7% in Sessions Y/Y
  • Stats are still growing this year. We’re seeing +40% in Sales Y/Y in Q1 this year.

 

Q&A Banner Example

 

 

 

Before / After Lithium Launch

 

Before:

After:

 

Community Q&A Example

 

 

Status:
2015 Lithy Submission

Lithys 2015: Moe's Southwest Grill - Marketing Cha...

By JaniceK

Lithys 2015: Moe's Southwest Grill - Marketing Champion

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-28-2015 02:08 PM - edited ‎04-28-2015 02:15 PM

Company: Moe's Southwest Grill  

Entry submitted by: Daley Michael (Moes) PR & Communications Coordinator

Klout Perks Customer

Lithy category: Marketing Champion 

 

Welcome to Moe’s!® Founded in 2000 in Atlanta, GA, Moe’s Southwest Grill is a fast-casual restaurant franchise featuring fresh, handmade, customizable southwestern food in a welcoming environment that rocks. Moe’s is committed to serving only the highest quality ingredients 100% of the time at all of our locations in the U.S and abroad. While Moe’s is best known for its burritos packed with a choice of more than 20 fresh, flavorful ingredients, the menu also features kid’s, vegetarian and low-calorie options, all served with free chips and salsa. Check out Moe’s online at www.moes.com.

 

As a growing brand, we don’t have the biggest budget when it comes to social ad buying. And no matter how you’re utilizing social ads, it always seems like content is being force-fed to viewers on a social news feed. People trust what their friends are doing and will follow that versus an ad. That’s why we felt Klout was perfect. As it relates to this particular campaign, we needed to hit a specific demo at a specific location at a specific time with influencers who had a Klout score of 50+ and loved burritos and spicy food. With Klout, you can really drill down on the exact audience you’re trying to reach. A lot of vendors can’t do that.

Klout’s network of influencers was the ideal fit for our brand because we value direct interaction with our biggest fans. Instead of a blanket campaign, we really appreciated the ability to carefully select a curated audience that we could directly connect with.

 

Our Klout Perks campaign

 

We implemented a campaign specifically for one of our biggest promotions of the year – Cinco de Moe’s. The goal was to build buzz around our new Spicy Guac and drive engagement by using Klout influencers  to spread awareness and anticipation of our annual Cinco de Moe’s event, thereby extending overall reach and creating brand ambassadors.

 

By partnering with Klout, we engaged influencers in the U.S. East Coast who produce related content on social media channels about burritos, Mexican food, and spicy food topics. We surprised and delighted them with Spicy Guac kits filled with branded Cinco de Moe’s items, including: t-shirts, sports bottles, headbands, and a stack of Moe’s gift cards to share with friends and family. We then encouraged influencers to visit a Moe’s Southwest Grill location on May 5th and share their positive experiences on social channels (i.e. tweet, Instagram and post on Facebook about their #CincoDeMoes experiences).

 

Our Perks campaign results

 

The campaign was a huge success. We achieved our goals of increasing reach and creating Moe’s brand ambassadors. Our unique reach was 8.48MM. Compared to Cinco de Moe’s 2013, we saw a 117% increase in social impressions and a 30% increase in Twitter mentions. In addition, we saw a +17.5% comp sales increase on May 5, 2014 versus May 5, 2013. Of the 10K+ content generated, 33% came from Twitter, 32% from Facebook, and 35% from Instagram.

 

We also saw an immediate lift in overall engagement on Instagram and Twitter, and we were able to give our influential customers a sense of exclusivity and empowerment. For example, many people noticed our influencers walk in with branded Cinco de Moe’s supplies, tweeting in-the-moment pictures to show off their exclusive gear. They were asking how they got their limited-edition Cinco de Moe’s items and commented that it was a cool gift. In turn, that unique exchange encouraged those customers to visit our social account asking how they, too, could become a Moe’s ambassador.

 

 


Company: Moe's Southwest Grill  

Entry submitted by: Daley Michael (Moes) PR & Communications Coordinator

Klout Perks Customer

Lithy category: Marketing Champion 

 

Welcome to Moe’s!® Founded in 2000 in Atlanta, GA, Moe’s Southwest Grill is a fast-casual restaurant franchise featuring fresh, handmade, customizable southwestern food in a welcoming environment that rocks. Moe’s is committed to serving only the highest quality ingredients 100% of the time at all of our locations in the U.S and abroad. While Moe’s is best known for its burritos packed with a choice of more than 20 fresh, flavorful ingredients, the menu also features kid’s, vegetarian and low-calorie options, all served with free chips and salsa. Check out Moe’s online at www.moes.com.

 

As a growing brand, we don’t have the biggest budget when it comes to social ad buying. And no matter how you’re utilizing social ads, it always seems like content is being force-fed to viewers on a social news feed. People trust what their friends are doing and will follow that versus an ad. That’s why we felt Klout was perfect. As it relates to this particular campaign, we needed to hit a specific demo at a specific location at a specific time with influencers who had a Klout score of 50+ and loved burritos and spicy food. With Klout, you can really drill down on the exact audience you’re trying to reach. A lot of vendors can’t do that.

Klout’s network of influencers was the ideal fit for our brand because we value direct interaction with our biggest fans. Instead of a blanket campaign, we really appreciated the ability to carefully select a curated audience that we could directly connect with.

 

Our Klout Perks campaign

 

We implemented a campaign specifically for one of our biggest promotions of the year – Cinco de Moe’s. The goal was to build buzz around our new Spicy Guac and drive engagement by using Klout influencers  to spread awareness and anticipation of our annual Cinco de Moe’s event, thereby extending overall reach and creating brand ambassadors.

 

By partnering with Klout, we engaged influencers in the U.S. East Coast who produce related content on social media channels about burritos, Mexican food, and spicy food topics. We surprised and delighted them with Spicy Guac kits filled with branded Cinco de Moe’s items, including: t-shirts, sports bottles, headbands, and a stack of Moe’s gift cards to share with friends and family. We then encouraged influencers to visit a Moe’s Southwest Grill location on May 5th and share their positive experiences on social channels (i.e. tweet, Instagram and post on Facebook about their #CincoDeMoes experiences).

 

Our Perks campaign results

 

The campaign was a huge success. We achieved our goals of increasing reach and creating Moe’s brand ambassadors. Our unique reach was 8.48MM. Compared to Cinco de Moe’s 2013, we saw a 117% increase in social impressions and a 30% increase in Twitter mentions. In addition, we saw a +17.5% comp sales increase on May 5, 2014 versus May 5, 2013. Of the 10K+ content generated, 33% came from Twitter, 32% from Facebook, and 35% from Instagram.

 

We also saw an immediate lift in overall engagement on Instagram and Twitter, and we were able to give our influential customers a sense of exclusivity and empowerment. For example, many people noticed our influencers walk in with branded Cinco de Moe’s supplies, tweeting in-the-moment pictures to show off their exclusive gear. They were asking how they got their limited-edition Cinco de Moe’s items and commented that it was a cool gift. In turn, that unique exchange encouraged those customers to visit our social account asking how they, too, could become a Moe’s ambassador.

 

 

Status:
2015 Lithy Submission

Lithys 2015: StarHub - Marketing Champion

By JaniceK

Lithys 2015: StarHub - Marketing Champion

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2015 03:41 PM - edited ‎04-25-2015 03:53 PM

Company: StarHub 

Entry submitted by: Darren Choo (darren) AVP of Social CRM

Community: StarHub Community (http://community.starhub.com/)

Lithy category: Marketing Champion

 

StarHub is Singapore's fully-integrated info-communications company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. StarHub operates a mobile network that provides 4G, 3G and 2G services. It also manages an islandwide HFC network that delivers multi-channel pay TV services (including HDTV, Internet TV and on-demand services) as well as ultra-high speed residential broadband services. StarHub operates an extensive fixed business network that provides a wide range of data, voice and wholesale services. Over Singapore’s fibre-based Next Generation Nationwide Broadband Network, StarHub offers a broad range of home and business broadband plans along with a host of advanced media-rich value-added services, such as IPTV for commercial entities.

 

StarHub Community activates its superfans to support its marketing strategies. Six in every 10 visitors come for its contests and user-generated marketing content instead of customer support. http://community.starhub.com/t5/Commendations-Testimonials/StarHub-Community-is-growing-and-we-have-...

 

 

1) Beating the ZMOT Challenge

  • The Social Customer believes more in actual user reviews than a brand’s marketing messages. This phenomenon—commonly known as Zero Moment of Truth (ZMOT)—can easily nullify the work of traditional marketing.
  • To address this shift in consumer behaviour, StarHub Community generates user reviews. Lithium’s excellent SEO often surprises us with excellent search results. In fact more than half of the Community’s traffic comes from Searches. This allows StarHub to better manage ZMOT, instead of losing control to third party forums or showing no reviews at all  For example, here are some HomeHub reviews: http://community.starhub.com/t5/HomeHub-Reviews/idb-p/HomeHubSurvey    

2) Influencer and Content Marketing Strategy

 

3) Contest Engagement Strategy

 

Our marketing campaign 

 

Lady First SG is a StarHub-produced, localised version of the immensely popular Taiwanese beauty variety show, Lady First (女人我最大).  Each season lasted for about three months. To date, StarHub has produced two seasons in the past two years.

 

Female viewers in Taiwan, after watching the beauty programme, would go to the forums to discuss the beauty tips and products featured.  Tapping into this insight, social TV executions were executed on StarHub Community to bring these discussions online via StarHub Community.   

 

The first mission was to source for beauty influencers to be the experts running the forums.  In the first season, we set up beauty forums by topics http://community.starhub.com/t5/Lady-First-SG/ct-p/ladyfirst and ran a contest for the top six beauty influencers to surface. 

 

Eventually through intense competition, the top six contestants arose.  Please visit http://community.starhub.com/t5/Latest-Contests-and-What-s-New/StarHub-Community-s-first-offline-eve... to view the offline event. Together with partnering beauty brands’ influencers, they not only generated tonnes of beauty tips, but also became beauty experts from which others could seek advice: http://community.starhub.com/t5/Ask-The-Beauty-Expert/Learn-beauty-secrets-from-the-StarHub-Communit...

 

Partnering brands also ran some contests:

In the 2014 season of Lady First SG, we activated two of the original six beauty influencers.  Grace Tan was commissioned to blog about each episode in English while Yuki Ng did so in Chinese. The blog entries from both ladies were not mere translations but their own interpretations of the tips after watching each episode. We ran a contest asking members to post a comment on their blog entries or ask them questions. At the same time, we ran another contest to curate beauty tips from users with a chance to win a beauty workshop: http://community.starhub.com/t5/Past-Hackathons/Contest-Closed-Beauty-Workshop-by-Xiao-Kai/m-p/79381...  The contests were publicized on the TV trailers as well as online media.

 

 

Campaign results

 

Between Grace and Yuki, there were over 64,000 views and almost 600 comments on their blog entries alone. There are over 611,000 views on the Beauty section of the community where members get to discuss beauty and fashion related matters, such as finding out where to purchase the products featured in the show and share personal tips. Users can search by episodes or beauty topics to record their comments. In fact, the search term “Lady First” on Google yields StarHub Community as a prominent result.

 

With combined views of 675,000 across the blogs and forums on Lady First SG and Beauty and Fashion discussions, the execution has been a great success and has greatly enriched the content consumption experience with useful online content and engaging contests. The timeless tips shared on StarHub Community also continue to bring in traffic for the Community.

 

 

 


Company: StarHub 

Entry submitted by: Darren Choo (darren) AVP of Social CRM

Community: StarHub Community (http://community.starhub.com/)

Lithy category: Marketing Champion

 

StarHub is Singapore's fully-integrated info-communications company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. StarHub operates a mobile network that provides 4G, 3G and 2G services. It also manages an islandwide HFC network that delivers multi-channel pay TV services (including HDTV, Internet TV and on-demand services) as well as ultra-high speed residential broadband services. StarHub operates an extensive fixed business network that provides a wide range of data, voice and wholesale services. Over Singapore’s fibre-based Next Generation Nationwide Broadband Network, StarHub offers a broad range of home and business broadband plans along with a host of advanced media-rich value-added services, such as IPTV for commercial entities.

 

StarHub Community activates its superfans to support its marketing strategies. Six in every 10 visitors come for its contests and user-generated marketing content instead of customer support. http://community.starhub.com/t5/Commendations-Testimonials/StarHub-Community-is-growing-and-we-have-...

 

 

1) Beating the ZMOT Challenge

  • The Social Customer believes more in actual user reviews than a brand’s marketing messages. This phenomenon—commonly known as Zero Moment of Truth (ZMOT)—can easily nullify the work of traditional marketing.
  • To address this shift in consumer behaviour, StarHub Community generates user reviews. Lithium’s excellent SEO often surprises us with excellent search results. In fact more than half of the Community’s traffic comes from Searches. This allows StarHub to better manage ZMOT, instead of losing control to third party forums or showing no reviews at all  For example, here are some HomeHub reviews: http://community.starhub.com/t5/HomeHub-Reviews/idb-p/HomeHubSurvey    

2) Influencer and Content Marketing Strategy

 

3) Contest Engagement Strategy

 

Our marketing campaign 

 

Lady First SG is a StarHub-produced, localised version of the immensely popular Taiwanese beauty variety show, Lady First (女人我最大).  Each season lasted for about three months. To date, StarHub has produced two seasons in the past two years.

 

Female viewers in Taiwan, after watching the beauty programme, would go to the forums to discuss the beauty tips and products featured.  Tapping into this insight, social TV executions were executed on StarHub Community to bring these discussions online via StarHub Community.   

 

The first mission was to source for beauty influencers to be the experts running the forums.  In the first season, we set up beauty forums by topics http://community.starhub.com/t5/Lady-First-SG/ct-p/ladyfirst and ran a contest for the top six beauty influencers to surface. 

 

Eventually through intense competition, the top six contestants arose.  Please visit http://community.starhub.com/t5/Latest-Contests-and-What-s-New/StarHub-Community-s-first-offline-eve... to view the offline event. Together with partnering beauty brands’ influencers, they not only generated tonnes of beauty tips, but also became beauty experts from which others could seek advice: http://community.starhub.com/t5/Ask-The-Beauty-Expert/Learn-beauty-secrets-from-the-StarHub-Communit...

 

Partnering brands also ran some contests:

In the 2014 season of Lady First SG, we activated two of the original six beauty influencers.  Grace Tan was commissioned to blog about each episode in English while Yuki Ng did so in Chinese. The blog entries from both ladies were not mere translations but their own interpretations of the tips after watching each episode. We ran a contest asking members to post a comment on their blog entries or ask them questions. At the same time, we ran another contest to curate beauty tips from users with a chance to win a beauty workshop: http://community.starhub.com/t5/Past-Hackathons/Contest-Closed-Beauty-Workshop-by-Xiao-Kai/m-p/79381...  The contests were publicized on the TV trailers as well as online media.

 

 

Campaign results

 

Between Grace and Yuki, there were over 64,000 views and almost 600 comments on their blog entries alone. There are over 611,000 views on the Beauty section of the community where members get to discuss beauty and fashion related matters, such as finding out where to purchase the products featured in the show and share personal tips. Users can search by episodes or beauty topics to record their comments. In fact, the search term “Lady First” on Google yields StarHub Community as a prominent result.

 

With combined views of 675,000 across the blogs and forums on Lady First SG and Beauty and Fashion discussions, the execution has been a great success and has greatly enriched the content consumption experience with useful online content and engaging contests. The timeless tips shared on StarHub Community also continue to bring in traffic for the Community.

 

 

 

Status:
2016 Lithy Submission

Lithys 2016: Fido (Rogers Communications) - Market...

By JaniceK

Lithys 2016: Fido (Rogers Communications) - Marketing Champion

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎04-28-2016 03:15 PM - edited ‎05-06-2016 04:37 PM

Fido logo.jpg

Company: Fido (Rogers Communications)

Contact: Caroline Lalonde (Social Media Support and Community Manager)

Community: Fido Community

Lithy category: Marketing Champion

 

Fido connects Canadians to the things they love through its ultrafast LTE network, as well as services such as Fido Pulse Plans and Fido Home Internet (Fido Home Internet currently only available in parts of Ontario).

 

Fido was originally launched by Microcell Solutions Inc. in 1996 and went on to revolutionize the wireless industry in Canada with a unique approach to pricing, a money-back satisfaction guarantee and more. Today, we continue to move ahead with new voice and data technologies as well as the latest in wireless Internet services to keep you connected to what matters most in your life.

 

The Fido network consists of three network technologies GSM, 4G HSPA+ and now LTE – the new global gold standard of wireless technology. Fido wireless compatible devices fall back onto each network, assuring you have a network to fall back onto. Fido also offers its customers access to the FidoTM wireless network coast-to-coast and with over 300 roaming partners in over 200 countries your device will be compatible wherever you travel.

 

The Fido Community turns 5

 

To celebrate the Fido Community’s 5th year anniversary, we held a month-long contest throughout September 2015. In order to enter the draw for a chance to win one of 10 prizes (total of $4000 in prizes), participants were invited to post their best cellular tip and/or trick into the Tips & Tricks board. This new board was created for the contest.

 

The goals were to:

  • Increase Community registrations;
  • Increase overall Community traffic and liveliness (posts, likes, page views, unique visitors);
  • Raise Community awareness, both externally and internally;
  • Increase useful content in the Community;
  • And, of course, to celebrate the Community’s 5th

 

We received a total of 371 entries, and some of the best Tips & Tricks were shared on our Social Media properties to promote the Community and give our Community members some exposure and recognition.

 

Our promotional tactic consisted of a Community blog post to announce and describe the contest, along with the rules & regulations. We then promoted this blog post using the following methods:

  • Our social media properties (Facebook, Twitter and Instagram post)Banner on the homepage of our website
  • Special blurb in emails to customers
  • Text message (to targeted customers)

 

Untitled33.png

Facebook Post

 

Untitled34.png

 

On Twitter

 

Untitled35.png

 

Banner on Fido.ca

 

Untitled36.png

 

On September 15th, the actual anniversary date of the Community, we wrote a second Community blog post to remind everyone of the contest and to keep the hype going. We took this opportunity to thank our Community members who have been with us since the start. This blog post was also shared on our Social Media properties, but this time with curiosity sparking infographics to recap the 5 years:

 

Untitled37.png

 

Community Tip Shared on Social Media

 

Untitled38.png

 

Our Results

 

The results were outstanding! We met each and every one of our goals. The contest increased the Community liveliness, traffic, and overall interaction to a level we hadn’t seen before. Multiple records were broken during the month of September 2015 (percentages are in comparison to the previous month):

 

Untitled39.png

 

The contest was also very well received by the Community, who took joy in sharing their feedback. Our first blog post generated many comments, which mostly consisted of happy birthday wishes and expressions of excitement towards the prizes. Many members voiced their happiness, including top contributors:

 

Untitled40.pngUntitled41.png

 

The birthday contest not only served as a means to break traffic and registration records, but also as a means of promotion. Even after the contest ended, our traffic continued to increase, justifying our promotional efforts.

 

Untitled46.pngUntitled45.pngUntitled44.pngUntitled43.pngUntitled47.pngUntitled42.png

 

 

 

 

 


Fido logo.jpg

Company: Fido (Rogers Communications)

Contact: Caroline Lalonde (Social Media Support and Community Manager)

Community: Fido Community

Lithy category: Marketing Champion

 

Fido connects Canadians to the things they love through its ultrafast LTE network, as well as services such as Fido Pulse Plans and Fido Home Internet (Fido Home Internet currently only available in parts of Ontario).

 

Fido was originally launched by Microcell Solutions Inc. in 1996 and went on to revolutionize the wireless industry in Canada with a unique approach to pricing, a money-back satisfaction guarantee and more. Today, we continue to move ahead with new voice and data technologies as well as the latest in wireless Internet services to keep you connected to what matters most in your life.

 

The Fido network consists of three network technologies GSM, 4G HSPA+ and now LTE – the new global gold standard of wireless technology. Fido wireless compatible devices fall back onto each network, assuring you have a network to fall back onto. Fido also offers its customers access to the FidoTM wireless network coast-to-coast and with over 300 roaming partners in over 200 countries your device will be compatible wherever you travel.

 

The Fido Community turns 5

 

To celebrate the Fido Community’s 5th year anniversary, we held a month-long contest throughout September 2015. In order to enter the draw for a chance to win one of 10 prizes (total of $4000 in prizes), participants were invited to post their best cellular tip and/or trick into the Tips & Tricks board. This new board was created for the contest.

 

The goals were to:

  • Increase Community registrations;
  • Increase overall Community traffic and liveliness (posts, likes, page views, unique visitors);
  • Raise Community awareness, both externally and internally;
  • Increase useful content in the Community;
  • And, of course, to celebrate the Community’s 5th

 

We received a total of 371 entries, and some of the best Tips & Tricks were shared on our Social Media properties to promote the Community and give our Community members some exposure and recognition.

 

Our promotional tactic consisted of a Community blog post to announce and describe the contest, along with the rules & regulations. We then promoted this blog post using the following methods:

  • Our social media properties (Facebook, Twitter and Instagram post)Banner on the homepage of our website
  • Special blurb in emails to customers
  • Text message (to targeted customers)

 

Untitled33.png

Facebook Post

 

Untitled34.png

 

On Twitter

 

Untitled35.png

 

Banner on Fido.ca

 

Untitled36.png

 

On September 15th, the actual anniversary date of the Community, we wrote a second Community blog post to remind everyone of the contest and to keep the hype going. We took this opportunity to thank our Community members who have been with us since the start. This blog post was also shared on our Social Media properties, but this time with curiosity sparking infographics to recap the 5 years:

 

Untitled37.png

 

Community Tip Shared on Social Media

 

Untitled38.png

 

Our Results

 

The results were outstanding! We met each and every one of our goals. The contest increased the Community liveliness, traffic, and overall interaction to a level we hadn’t seen before. Multiple records were broken during the month of September 2015 (percentages are in comparison to the previous month):

 

Untitled39.png

 

The contest was also very well received by the Community, who took joy in sharing their feedback. Our first blog post generated many comments, which mostly consisted of happy birthday wishes and expressions of excitement towards the prizes. Many members voiced their happiness, including top contributors:

 

Untitled40.pngUntitled41.png

 

The birthday contest not only served as a means to break traffic and registration records, but also as a means of promotion. Even after the contest ended, our traffic continued to increase, justifying our promotional efforts.

 

Untitled46.pngUntitled45.pngUntitled44.pngUntitled43.pngUntitled47.pngUntitled42.png

 

 

 

 

 

Status:
2016 Lithy Finalist

Lithys 2016: Post Office - Marketing Champion

By JaniceK

Lithys 2016: Post Office - Marketing Champion

Status: 2016 Lithy Finalist
by Lithium Technologies JaniceK ‎04-27-2016 10:12 AM - last edited on ‎05-03-2016 08:32 AM by Moderator Moderator

thumbnail_Post_Office_Logo.pngCompany:  Post Office 

Entry submitted by: Darren Jones (Social Media Manager)

Social Channels: Twitter  and Facebook

Lithy Category: Marketing Champion

 

With over 370 years of service, Post Office is the UK's largest retail network and the largest financial services chain in the UK with more branches than all of the UK’s banks and building societies put together. We also have growing direct channels such as contact centers and online - meaning they’re there for more customers, in more ways.

 

Post Office is now more than it ever was - an independent multi-channel business, with a vibrant, fast-growing financial services business and embarking on a new era of growth, modernization and customer excellence in serving the UK population.

 

Our unique promotion 

 

In research, it was revealed that our customers had low awareness of Post Office's Sunday opening hours, and there customers had a negative perception of us as not being open around them. We were tasked with creating widespread awareness of Sunday opening hours. The strategy was to dominate Twitter for one day only with #LoveSundays, celebrating everything great about Sundays, from brunch to pajamas to Sunday dinner and - of course- Post Office's Sunday hours. Twitter was the perfect place to generate broad awareness and to engage our audience with the core campaign message.

 

Our strategy and tactics

 

Our strategy was shaped around using social media to help increase footfall into branches, increase sales of parcels/letters and overcome negative perceptions. The solution was to launch a #LoveSundays real-time marketing campaign, with a tiered content approach that focused on: 

  1. Prepared: Aligned to people's Sunday activities and we ran mini competitions throughout the day encouraging user generated content.
  2. Reactive: We produced social content reactively when topics relevant to our customers were trending in order to increase the reach of our message, as well as offering real-time, personalized customer service by helping customers notice that their nearest branch is open on Sundays.

 

LSW helped us organize all the massive conversations into appropriate queues, as well as helping us to surface customer data- helping us to delivery personalised conversations, specifically:

  • Notes’ and ‘Conversations’– allowed us to quickly understand whether the person had talked to us before, which helped our operations team with background information.
  • Snooze’ - allowed us to go back to key influencers after the campaign.
  • Klout Topics’ - gave us a quick snapshot of the individual’s interests, which we used to try and tie back to the Sunday opening message. For example, if someone was interested in gardening, then this opened up the opportunity for us to reply to the customer with an “open around you” message about them visiting us before their Sunday trip to the garden center.
  • Klout Score’ - understanding this was helpful to amplify the campaign by giving us the opportunity to engage with those with a high influence quickly/in the moment, and in the process – encourage them to retweet (for example- when the Church of England tweeted).
  • Import’ - allowed us to import particular tweets from influencers, and participate in conversations – based on what was trending at the time, for example, The Open.

 

Our results

 

The campaign was extremely effective and we exceeded all of our campaign objectives and benchmarks in just one day:

 

Campaign objectives:

  • Reach and awareness of Sunday openings core message.
  • Hit social media engagement rates of 1.5% on Twitter
  • Increase visits to the branch finder on PostOffice.co.uk.
  • Increase volume and income in Mails category.

 

Results:

  • Over 2 million impressions on Twitter.
  • Average engagement rate of 6.01% on Twitter (way above benchmark).
  • #LoveSundays trended organically, without paying for a Promoted Trend.
  • 866% increase in branch finder page views versus previous weekend.

 

We also had several thousand more customers in the week immediately after #LoveSundays. Across web and in-branch it grew volume (7%), value (10%) and income (5%) for instant short term gain in trading.

 

The campaign highlighted the importance and effect that good quality customer interactions can have on amplifying a campaign and changing perceptions of a brand, just as much – or more - than broadcasting status updates. As such, we expect both teams (customer service and marketing) to be working much closer together for future campaigns, as well as upskilling our customer care agents with marketing skills, so they can spot more ‘moments’ to help amplify our corporate messaging within their replies.

 

For more, please visit https://storify.com/PostOffice/the-post-office-is-changing

 

Untitled28.png

 

Untitled29.png


thumbnail_Post_Office_Logo.pngCompany:  Post Office 

Entry submitted by: Darren Jones (Social Media Manager)

Social Channels: Twitter  and Facebook

Lithy Category: Marketing Champion

 

With over 370 years of service, Post Office is the UK's largest retail network and the largest financial services chain in the UK with more branches than all of the UK’s banks and building societies put together. We also have growing direct channels such as contact centers and online - meaning they’re there for more customers, in more ways.

 

Post Office is now more than it ever was - an independent multi-channel business, with a vibrant, fast-growing financial services business and embarking on a new era of growth, modernization and customer excellence in serving the UK population.

 

Our unique promotion 

 

In research, it was revealed that our customers had low awareness of Post Office's Sunday opening hours, and there customers had a negative perception of us as not being open around them. We were tasked with creating widespread awareness of Sunday opening hours. The strategy was to dominate Twitter for one day only with #LoveSundays, celebrating everything great about Sundays, from brunch to pajamas to Sunday dinner and - of course- Post Office's Sunday hours. Twitter was the perfect place to generate broad awareness and to engage our audience with the core campaign message.

 

Our strategy and tactics

 

Our strategy was shaped around using social media to help increase footfall into branches, increase sales of parcels/letters and overcome negative perceptions. The solution was to launch a #LoveSundays real-time marketing campaign, with a tiered content approach that focused on: 

  1. Prepared: Aligned to people's Sunday activities and we ran mini competitions throughout the day encouraging user generated content.
  2. Reactive: We produced social content reactively when topics relevant to our customers were trending in order to increase the reach of our message, as well as offering real-time, personalized customer service by helping customers notice that their nearest branch is open on Sundays.

 

LSW helped us organize all the massive conversations into appropriate queues, as well as helping us to surface customer data- helping us to delivery personalised conversations, specifically:

  • Notes’ and ‘Conversations’– allowed us to quickly understand whether the person had talked to us before, which helped our operations team with background information.
  • Snooze’ - allowed us to go back to key influencers after the campaign.
  • Klout Topics’ - gave us a quick snapshot of the individual’s interests, which we used to try and tie back to the Sunday opening message. For example, if someone was interested in gardening, then this opened up the opportunity for us to reply to the customer with an “open around you” message about them visiting us before their Sunday trip to the garden center.
  • Klout Score’ - understanding this was helpful to amplify the campaign by giving us the opportunity to engage with those with a high influence quickly/in the moment, and in the process – encourage them to retweet (for example- when the Church of England tweeted).
  • Import’ - allowed us to import particular tweets from influencers, and participate in conversations – based on what was trending at the time, for example, The Open.

 

Our results

 

The campaign was extremely effective and we exceeded all of our campaign objectives and benchmarks in just one day:

 

Campaign objectives:

  • Reach and awareness of Sunday openings core message.
  • Hit social media engagement rates of 1.5% on Twitter
  • Increase visits to the branch finder on PostOffice.co.uk.
  • Increase volume and income in Mails category.

 

Results:

  • Over 2 million impressions on Twitter.
  • Average engagement rate of 6.01% on Twitter (way above benchmark).
  • #LoveSundays trended organically, without paying for a Promoted Trend.
  • 866% increase in branch finder page views versus previous weekend.

 

We also had several thousand more customers in the week immediately after #LoveSundays. Across web and in-branch it grew volume (7%), value (10%) and income (5%) for instant short term gain in trading.

 

The campaign highlighted the importance and effect that good quality customer interactions can have on amplifying a campaign and changing perceptions of a brand, just as much – or more - than broadcasting status updates. As such, we expect both teams (customer service and marketing) to be working much closer together for future campaigns, as well as upskilling our customer care agents with marketing skills, so they can spot more ‘moments’ to help amplify our corporate messaging within their replies.

 

For more, please visit https://storify.com/PostOffice/the-post-office-is-changing

 

Untitled28.png

 

Untitled29.png

Status:
2016 Lithy Submission

Lithys 2016: Orange Espagne SAU - Marketing Champi...

By JaniceK

Lithys 2016: Orange Espagne SAU - Marketing Champion

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎04-05-2016 05:28 PM - last edited on ‎05-03-2016 08:42 AM by Moderator Moderator

2000px-Orange_logo.svg.pngCompany:  Orange Espagne SAU

Entry submitted by: Daniel López Nieto (SocialMedia/Customer Care)

Community: Orange Community

Lithy category:  Marketing Champion

 

Spain is the second market in importance for Orange Group, one of the most prominent telecom companies in the world, with more than 263 million clients during 2015.

 

Through different brands – Orange itself, newly acquired Jazztel, amena and Simyo, we have the trust of more than 19 million clients in Spain making daily use of our fixed and mobile services as well as TV.

 

Our unique promotion and goal 

 

Organization of the offline “Event for superusers”, a meeting in the Orange Spain offices. The goals were:

 

  • Personally meet the most active users of the Orange Community.
  • Show them the way we work daily on the Community.
  • Get feedback and ideas to improve.

 

The event, that lasted a whole day, included talks of agents and community managers of the Orange Community, talks of directors of different areas of the company, an award ceremony for superusers and a focus group session to gather feedback for improvement.

 

The event also included an informal lunch in a restaurant in Madrid, as a way of bonding with the users, where everyone expressed their love for the event and encouraged us to repeat it on a frequent basis.

 

Our strategy and tactics for our community 

 

The marketing campaign began with a gamification strategy to encourage participation of the Community users. We also encouraged them to register and participate in the Community through the different social media profiles of Orange. The gamification program was based on the challenge to obtain different medals for those with active participation. Four types of superusers were established:

  • Solucionadores (or Solvers): They resolve doubts and problems of the community users.
  • Friendly: Constant participation, always positive, in the different categories of the community.
  • Master Tekkies: Expert users in different áreas (smartphone tricks, gadget and mobile reviews, etc.).
  • Shopping Assistant: They recommend the most adequate tariff, Smartphone or offer to those clients in need of a certain product.

 

Untitled17.png

 

Users under these roles were recognized with customized medals that appeared in their profiles. Also, their participation was shown publicly in the community rankings.

 

Untitled18.pngUntitled19.png

 

Once they were identified, we created a private fórum only for superusers, where they receive the latest news about the Company and we offer them to be beta testers of some of our products.

 

Untitled20.png

 

After several months of constant activity in the private fórum, the superusers were contacted individually to invite them to the “Orange Superusers” event in Madrid. During the event, they received an award for their hard work on the community, a pack containing different Orange products, including a Smartphone.

 

They also had the opportunity to give a little thank you speech where everybody attended: superusers, directors of the company and the team in charge of the communities.

 

Untitled21.pngUntitled22.png

Untitled23.pngUntitled24.pngUntitled25.pngUntitled26.png

 

After the event, both External and Internal Communications created press notes and other communication published in several media and social networks.

 

Untitled27.png

 

 

Since then, the activity of the superusers increased, and it is actually themselves who promote other users to be a future superuser of the community. They have asked us to repeat the event in the near future.

 

Our results

 

The event was a total success, almost all of the superusers came to Madrid from different cities in Spain, some from as far as the isle of Ibiza. Engagement has improved (posts, problem solving, kudos…) and some of the ideas and suggestions from the event are now in practice.

 

Everyone that attended (superusers and company employees) published afterwards positive messages in their Twitter and Facebook profiles. And Orange sent an internal note to all employees detailing the marketing action that took place.

 

Untitled28.png

 


2000px-Orange_logo.svg.pngCompany:  Orange Espagne SAU

Entry submitted by: Daniel López Nieto (SocialMedia/Customer Care)

Community: Orange Community

Lithy category:  Marketing Champion

 

Spain is the second market in importance for Orange Group, one of the most prominent telecom companies in the world, with more than 263 million clients during 2015.

 

Through different brands – Orange itself, newly acquired Jazztel, amena and Simyo, we have the trust of more than 19 million clients in Spain making daily use of our fixed and mobile services as well as TV.

 

Our unique promotion and goal 

 

Organization of the offline “Event for superusers”, a meeting in the Orange Spain offices. The goals were:

 

  • Personally meet the most active users of the Orange Community.
  • Show them the way we work daily on the Community.
  • Get feedback and ideas to improve.

 

The event, that lasted a whole day, included talks of agents and community managers of the Orange Community, talks of directors of different areas of the company, an award ceremony for superusers and a focus group session to gather feedback for improvement.

 

The event also included an informal lunch in a restaurant in Madrid, as a way of bonding with the users, where everyone expressed their love for the event and encouraged us to repeat it on a frequent basis.

 

Our strategy and tactics for our community 

 

The marketing campaign began with a gamification strategy to encourage participation of the Community users. We also encouraged them to register and participate in the Community through the different social media profiles of Orange. The gamification program was based on the challenge to obtain different medals for those with active participation. Four types of superusers were established:

  • Solucionadores (or Solvers): They resolve doubts and problems of the community users.
  • Friendly: Constant participation, always positive, in the different categories of the community.
  • Master Tekkies: Expert users in different áreas (smartphone tricks, gadget and mobile reviews, etc.).
  • Shopping Assistant: They recommend the most adequate tariff, Smartphone or offer to those clients in need of a certain product.

 

Untitled17.png

 

Users under these roles were recognized with customized medals that appeared in their profiles. Also, their participation was shown publicly in the community rankings.

 

Untitled18.pngUntitled19.png

 

Once they were identified, we created a private fórum only for superusers, where they receive the latest news about the Company and we offer them to be beta testers of some of our products.

 

Untitled20.png

 

After several months of constant activity in the private fórum, the superusers were contacted individually to invite them to the “Orange Superusers” event in Madrid. During the event, they received an award for their hard work on the community, a pack containing different Orange products, including a Smartphone.

 

They also had the opportunity to give a little thank you speech where everybody attended: superusers, directors of the company and the team in charge of the communities.

 

Untitled21.pngUntitled22.png

Untitled23.pngUntitled24.pngUntitled25.pngUntitled26.png

 

After the event, both External and Internal Communications created press notes and other communication published in several media and social networks.

 

Untitled27.png

 

 

Since then, the activity of the superusers increased, and it is actually themselves who promote other users to be a future superuser of the community. They have asked us to repeat the event in the near future.

 

Our results

 

The event was a total success, almost all of the superusers came to Madrid from different cities in Spain, some from as far as the isle of Ibiza. Engagement has improved (posts, problem solving, kudos…) and some of the ideas and suggestions from the event are now in practice.

 

Everyone that attended (superusers and company employees) published afterwards positive messages in their Twitter and Facebook profiles. And Orange sent an internal note to all employees detailing the marketing action that took place.

 

Untitled28.png

 

Status:
2016 Lithy Submission

Lithys 2016: Barclaycard Travel - Marketing Champi...

By JaniceK

Lithys 2016: Barclaycard Travel - Marketing Champion

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎04-28-2016 01:55 AM - last edited on ‎05-03-2016 08:35 AM by Moderator Moderator

barclaycard.pngCompany: Barclaycard US

Contact: Kati Driscoll (Community Manager)

Community: Barclaycard Travel Community

Lithy category:  Marketing Champion

 

BarclaycardUS is the 9th largest credit card issuer in the US. We believe that building community environments supports our credit card products and creates a differentiated customer experience through enhanced support and engagement.

 

Lithium’s community platform is the driving force behind the Barclaycard Travel Community. BarclaycardTravel.com is a unique travel community experience where Barclaycard cardmembers and non-cardmembers can share travel stories, look to other members for travel inspiration, and earn miles, which can be redeemed for rewards, for engaging in community activities.

 

Our unique promotion and objective

 

On July 2, 2015, changes to the Rewards Program Rules for the Barclaycard Arrival™ and Barclaycard Arrival Plus™ MasterCard® were announced. Community was part of a cross functional team initially formed to support customer care and manage complaint volumes, which were estimated to be higher than average, during the transition.

 

Rather than focusing on the minimal product changes being made, Social Media and Community teams suggested a different approach. Why not highlight the qualities of our award-winning travel card which remained unchanged?

 

We started with the question, "What is it about the experience of travel that drives our cardmembers' passion?" We discussed the emotions that travel evokes, especially the feeling when one arrives somewhere new. From there, we explored what it means to "arrive" as a symbol of status, connecting the existing social sentiment (#IHAVEARRIVED) to the way the Arrival card and its features enable and empower our cardmembers to have these same moments.

 

Our primary objective of the campaign was to promote and encourage positive product sentiment through proactive messaging of core featured benefits. This would be measured by a reduction in complaint volumes and an increase in positive social sentiment surrounding the brand.

 

Our secondary objective was to build loyalty and advocacy through an engagement campaign with our cardmembers and community members. This would be measured by content consumption & engagement on social media and within the community, content amplification, and cardmember behavior analysis.

 

Our strategy and tactics for our community

 

CONTENT STRATEGY

Strategy for #IHaveArrived content focused on two types of content: #IHAVEARRIVED "moments" and Arrival product benefits

 

a.png

 

  • MOMENTS: Using Facebook audience insights based on our Arrival cardmember and community population, we created content which reflected lifestyle buckets
    • Established Elite – represents America’s elite couples and singles. With no school-age children at home and the second highest income in the country, these households have enormous disposable incomes and pursue correlating luxuries and activities
    • Summit Estates – families are enjoying the good life – luxury travel, entertainment and consumption of every kind are within easy reach
    • Skyboxes and Suburbans – the best educated of all the clusters. These families shop at upscale stores, spend time feathering their nests and adhere to regular fitness programs.
    • Corporate Clout – well educated and well compensated singles and couples in their 40s and 50s. These corporate executives and professionals are serious travelers, whether for work or pleasure and intelligent investors.

 

b.png

 

  • BENEFITS: We used community search and traffic trends, we developed content which helped users to better understand some of the most popular Arrival benefits while highlighting more obscure card features
    • No foreign transaction fees
    • No miles expiration
    • Chip card technology
    • Travel protections
    • Rewards
      • Access to Travel Community
      • Access to Rewards Fan Zone
      • Access to RewardsBoost
    • MasterCard World Elite benefits
      • Automatic World Elite status
      • World Elite Concierge
      • World Elite Luxury Travel benefits
      • MasterCard Travel Services

 

DISTRIBUTION STRATEGY

Content was posted across the following channels:

  • Social Media
    • Facebook
    • Twitter
    • Instagram
    • YouTube
  • Community
    • Home page
    • 5 separate user experiences
  • PR
  • Email
    • Community Newsletter
    • Arrival cardmember email
  • Website
    • Web tile
    • Featured campaign content on the servicing site
    • Integration with Arrival rewards – users could earn additional miles for registering for the community, sharing stories or using the #IHAVEARRIVED tag

c.png

 

PR

  • 119M Media Impressions
  • 225 outlets

 

SOCIAL

  • 2M Social Media Impressions
  • 961K Social Reach
  • 125K Engagements
  • 103K Video Views
  • 91% decline in negative sentiment regarding the changes, our primary objective!

 

COMMUNITY

  • 91K Page Views during Sweepstakes
  • #IHAVEARRIVED generated 11% of 2015 community registrations
  • 735 Travel Stories submitted

 

EMAIL

  • 316K unique opens
  • 20K unique CTR

 

CARDMEMBER

  • 12% increase of arrival cardmembers registering in community
  • Drove 5% increase of Arrival cardmembers linking accounts in the community

 

Key Learnings

 

SOCIAL

  • Most engaged & cost effective age group for the contest: 18-34 (+20%)
  • Most engaged & cost-effective age group for the benefits messaging was 25 – 34 (35%)
  • Instagram ads proved to be cost effective but lacked the reach related to our Cardmember/Community audiences and fans
  • Cardmembers who were Community Members, but were not linked were more inclined to enter the promotion via social
  • Mobile is everything - 70% of the campaign reach was on a mobile device

 

COMMUNITY

  • Best performing content spoke to our audience about benefits which provide a service for free or increase miles earns as opposed to benefits which save them money or offer convenience
  • “If content is king, distribution is queen” - multichannel distribution is essential for content engagement success
  • Content from promotion

 


barclaycard.pngCompany: Barclaycard US

Contact: Kati Driscoll (Community Manager)

Community: Barclaycard Travel Community

Lithy category:  Marketing Champion

 

BarclaycardUS is the 9th largest credit card issuer in the US. We believe that building community environments supports our credit card products and creates a differentiated customer experience through enhanced support and engagement.

 

Lithium’s community platform is the driving force behind the Barclaycard Travel Community. BarclaycardTravel.com is a unique travel community experience where Barclaycard cardmembers and non-cardmembers can share travel stories, look to other members for travel inspiration, and earn miles, which can be redeemed for rewards, for engaging in community activities.

 

Our unique promotion and objective

 

On July 2, 2015, changes to the Rewards Program Rules for the Barclaycard Arrival™ and Barclaycard Arrival Plus™ MasterCard® were announced. Community was part of a cross functional team initially formed to support customer care and manage complaint volumes, which were estimated to be higher than average, during the transition.

 

Rather than focusing on the minimal product changes being made, Social Media and Community teams suggested a different approach. Why not highlight the qualities of our award-winning travel card which remained unchanged?

 

We started with the question, "What is it about the experience of travel that drives our cardmembers' passion?" We discussed the emotions that travel evokes, especially the feeling when one arrives somewhere new. From there, we explored what it means to "arrive" as a symbol of status, connecting the existing social sentiment (#IHAVEARRIVED) to the way the Arrival card and its features enable and empower our cardmembers to have these same moments.

 

Our primary objective of the campaign was to promote and encourage positive product sentiment through proactive messaging of core featured benefits. This would be measured by a reduction in complaint volumes and an increase in positive social sentiment surrounding the brand.

 

Our secondary objective was to build loyalty and advocacy through an engagement campaign with our cardmembers and community members. This would be measured by content consumption & engagement on social media and within the community, content amplification, and cardmember behavior analysis.

 

Our strategy and tactics for our community

 

CONTENT STRATEGY

Strategy for #IHaveArrived content focused on two types of content: #IHAVEARRIVED "moments" and Arrival product benefits

 

a.png

 

  • MOMENTS: Using Facebook audience insights based on our Arrival cardmember and community population, we created content which reflected lifestyle buckets
    • Established Elite – represents America’s elite couples and singles. With no school-age children at home and the second highest income in the country, these households have enormous disposable incomes and pursue correlating luxuries and activities
    • Summit Estates – families are enjoying the good life – luxury travel, entertainment and consumption of every kind are within easy reach
    • Skyboxes and Suburbans – the best educated of all the clusters. These families shop at upscale stores, spend time feathering their nests and adhere to regular fitness programs.
    • Corporate Clout – well educated and well compensated singles and couples in their 40s and 50s. These corporate executives and professionals are serious travelers, whether for work or pleasure and intelligent investors.

 

b.png

 

  • BENEFITS: We used community search and traffic trends, we developed content which helped users to better understand some of the most popular Arrival benefits while highlighting more obscure card features
    • No foreign transaction fees
    • No miles expiration
    • Chip card technology
    • Travel protections
    • Rewards
      • Access to Travel Community
      • Access to Rewards Fan Zone
      • Access to RewardsBoost
    • MasterCard World Elite benefits
      • Automatic World Elite status
      • World Elite Concierge
      • World Elite Luxury Travel benefits
      • MasterCard Travel Services

 

DISTRIBUTION STRATEGY

Content was posted across the following channels:

  • Social Media
    • Facebook
    • Twitter
    • Instagram
    • YouTube
  • Community
    • Home page
    • 5 separate user experiences
  • PR
  • Email
    • Community Newsletter
    • Arrival cardmember email
  • Website
    • Web tile
    • Featured campaign content on the servicing site
    • Integration with Arrival rewards – users could earn additional miles for registering for the community, sharing stories or using the #IHAVEARRIVED tag

c.png

 

PR

  • 119M Media Impressions
  • 225 outlets

 

SOCIAL

  • 2M Social Media Impressions
  • 961K Social Reach
  • 125K Engagements
  • 103K Video Views
  • 91% decline in negative sentiment regarding the changes, our primary objective!

 

COMMUNITY

  • 91K Page Views during Sweepstakes
  • #IHAVEARRIVED generated 11% of 2015 community registrations
  • 735 Travel Stories submitted

 

EMAIL

  • 316K unique opens
  • 20K unique CTR

 

CARDMEMBER

  • 12% increase of arrival cardmembers registering in community
  • Drove 5% increase of Arrival cardmembers linking accounts in the community

 

Key Learnings

 

SOCIAL

  • Most engaged & cost effective age group for the contest: 18-34 (+20%)
  • Most engaged & cost-effective age group for the benefits messaging was 25 – 34 (35%)
  • Instagram ads proved to be cost effective but lacked the reach related to our Cardmember/Community audiences and fans
  • Cardmembers who were Community Members, but were not linked were more inclined to enter the promotion via social
  • Mobile is everything - 70% of the campaign reach was on a mobile device

 

COMMUNITY

  • Best performing content spoke to our audience about benefits which provide a service for free or increase miles earns as opposed to benefits which save them money or offer convenience
  • “If content is king, distribution is queen” - multichannel distribution is essential for content engagement success
  • Content from promotion

 

Status:
2016 Lithy Submission

Lithys 2016: Webroot- Marketing Champion

By JaniceK

Lithys 2016: Webroot- Marketing Champion

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎04-29-2016 01:25 PM - edited ‎05-03-2016 01:15 PM

Webroot logo.png

Company: Webroot

Contact: Nic Tolstoshev (Community Manager)

Community: Webroot Community

Lithy category:  Marketing Champion

 

Webroot delivers next-generation endpoint security and threat intelligence services to protect businesses and individuals around the globe. Our smarter approach harnesses the power of cloud-based collective threat intelligence derived from millions of real-world devices to stop threats in real time and help secure the connected world. Trusted and integrated by market-leading companies, including Cisco, F5 Networks, Aruba, Palo Alto Networks, A10 Networks, and more, Webroot protects tens of millions of devices across businesses, home users, and the Internet of Things. Discover Smarter Cybersecurity™ solutions at www.webroot.com

 

Webroot Business Dispatch

Since December 2012, we’ve been sending out a monthly newsletter featuring the best community content determined by community metrics and an editorial team. 

 

webroot 1.png

 

Every month we see a big spike in visits to the community.

 

Webroot 2.png

Webroot 3.png

 

We wanted to match the success of the Community Dispatch on the business section of the community.

 

Our strategy and tactics

 

We added a business oriented Community Dispatch sent only to SMB customers, starting in June 2015.  Our goal was to grow the business community as it wasn’t as active as the consumer side of the community.

 

Webroot 4.png

 

 

Our results

 

We matched the 30% open rate of the consumer newsletter.

 

Webroot 5.png

Webroot 6.png

 

We’re seeing more questions and more answers coming from power users on the business and channel partner sections of the community:

 

Webroot 7.png

 

More than doubled the business post views.

 

Webroot 8.png

 

We started the business dispatch at the end of June 2015 and have doubled the business post views since that month.

 

 


Webroot logo.png

Company: Webroot

Contact: Nic Tolstoshev (Community Manager)

Community: Webroot Community

Lithy category:  Marketing Champion

 

Webroot delivers next-generation endpoint security and threat intelligence services to protect businesses and individuals around the globe. Our smarter approach harnesses the power of cloud-based collective threat intelligence derived from millions of real-world devices to stop threats in real time and help secure the connected world. Trusted and integrated by market-leading companies, including Cisco, F5 Networks, Aruba, Palo Alto Networks, A10 Networks, and more, Webroot protects tens of millions of devices across businesses, home users, and the Internet of Things. Discover Smarter Cybersecurity™ solutions at www.webroot.com

 

Webroot Business Dispatch

Since December 2012, we’ve been sending out a monthly newsletter featuring the best community content determined by community metrics and an editorial team. 

 

webroot 1.png

 

Every month we see a big spike in visits to the community.

 

Webroot 2.png

Webroot 3.png

 

We wanted to match the success of the Community Dispatch on the business section of the community.

 

Our strategy and tactics

 

We added a business oriented Community Dispatch sent only to SMB customers, starting in June 2015.  Our goal was to grow the business community as it wasn’t as active as the consumer side of the community.

 

Webroot 4.png

 

 

Our results

 

We matched the 30% open rate of the consumer newsletter.

 

Webroot 5.png

Webroot 6.png

 

We’re seeing more questions and more answers coming from power users on the business and channel partner sections of the community:

 

Webroot 7.png

 

More than doubled the business post views.

 

Webroot 8.png

 

We started the business dispatch at the end of June 2015 and have doubled the business post views since that month.

 

 

Status:
2015 Lithy Winner

Lithys 2015: Barclaycard - Marketing Champion

By JaniceK

Lithys 2015: Barclaycard - Marketing Champion

Status: 2015 Lithy Winner
by Lithium Technologies JaniceK ‎04-22-2015 10:14 PM - edited ‎04-22-2015 10:21 PM

Company: Barclaycard 
Entry submitted by: Jennifer Hitchens (JenH) Community Manager

Community: Barclaycard Travel Community (BarclaycardTravel.com

Lithy category: Marketing Champion

 

 

Barclaycard US is the 9th largest credit card issuer in the US. We believe that building community environments helps to support our credit card products creates a differentiated customer experience through enhanced support and innovative engagement.

 

The Barclaycard Travel Community: A portion of Barclaycard cardmembers are invited to join a community, share their travel experience, look to other members for travel inspiration and earn miles for engaging in community activities.  

BarclaycardTravel.com is a one of a kind travel community where Barclaycard cardmembers and non-cardmembers can share travel experiences and earn miles that can be redeemed for travel rewards or e-certificates.  Lithium’s community platform is the driving force behind out latest marketing initiative for the Barclaycard Travel Community.

 

The Barclaycard Travel Community Great Getaway Giveaway Campaign

This campaign utilized the Lithium platform capabilities in 5 different ways to launch an online sweepstakes promotion in November of 2014 called the Great Getaway Giveaway.

 

 

The primary focus of the marketing campaign was to increase community registrations to BarclaycardTravel.com and helped in exceeding the 2014 goal of 100,000 total community member registrations.

 

Using the Lithium platform, we were able to develop a campaign that would: 

 

  • Represent the premium quality of the Barclaycard US brand in design and experience
  • Increase awareness of the Barclaycard Travel Community
  • Include meaningful interactions with contest participants - without creating obstacles to entry
  • Allow users to stay within a single, mobile-friendly environment

 

 

Our marketing campaign

 

We incorporated a variety of the Lithium platform functionality to build a successful marketing campaign: 

1) The Great Getaway Giveaway featured a two-tier prize structure which not only promoted Community registrations through a sweepstakes, but highlighted the storytelling aspects of the Community that utilizes the blogging platform on Lithium.

 

2) Our customized home page on the Lithium platform enabled us to feature the Great Getaway Giveaway prominently in the rotating image “Hero” area:

 

3) The Lithium registration and login path was modified to enable existing Barclaycard Travel Community members to sign in, share their dream trip on the dedicated Lithium ‘Great Getaway Giveaway’ Discussion Board for a chance to win the Grand Prize. The registration flow also enabled a new registration flow where new users were seamlessly taken (after registration) to the dedicated Lithium ‘Great Getaway Giveaway’ Discussion Board for the second step of the sweepstakes.

 

4) We created a responsive registration page that enabled for a seamless mobile experience.

 

Step 1: (New registration path that is mobile optimized)

 

 

Step 2: Submitting a dream trip as an ‘entry’ in the dedicated discussion thread (also mobile optimized). Discussion board was customized for optimal viewing on multiple browsers and devices and Lithium out of box board settings were implemented so that a registered community member could only submit one dream trip.

 

5) To encourage our active (and newly registered) users to socially share the marketing campaign, we implemented a customized Lithium social sharing component with pre-populated text for a quick and easy method of spreading the word.

 

We also launched a #TravelSkills Twitter Chat with one of our key influencers, Johnny Jet and reinforced the #GreatGetawayGiveaway hashtag.

 

 

#TravelSkills Twitter Chat with Johnny Jet featuring #GreatGetawayGiveaway images in all questions

  • 1,300 tweets with 339 contributors
  • 3.3M reach
  • 3M timeline deliveries
  • Key Participants: Travel and Leisure, Marriott International, SmarterTravel, JDAndrews, Brett Snyder

 

Our campaign results

 

Great Getaway Giveaway Campaign Results:

    • Exceeded 100K Goal
      • 31,824 new registrants: Exceeding our total campaign goal by 59%
      • 26,510 “Dream Trip” submissions by community members; averaged 1 submission every 2 ½ minutes
      • 430K Page Views during Sweepstakes; normal Page View average is 237K per month.
    • Increased engagement with existing Arrival cardmembers
      • During the sweepstakes promotion, increased Arrival cardmembers registering in the community by 20%.
    • Increase Social Media Mentions 
      • 1,123 Social Media Mentions (sentiment was 100% positive):
      • 5% of mentions on Twitter #GreatGetawayGiveaway
      • 27% of mentions on Facebook
      • Promoted posts = 252 shares

 

In addition to promoting the campaign via email, we also

incorporated a paid media campaign on Facebook:

  • 14% of all registrations originated from Facebook
  • Utilized 11% of budget for FB ads

 

 

Email Campaigns provided high impact with very low cost:

  • 61% of all registrations attributed from newsletter
  • Utilized 2% of budget to deploy 3 emails

 

Key Learnings:

  • Mobile capability integral
  • Integration of social sharing essential
  • Email targeting highest performing results
  • Creative assets: build in house
  • Repurpose existing assets & terms for potential future campaigns utilizing Lithium platform

 


Company: Barclaycard 
Entry submitted by: Jennifer Hitchens (JenH) Community Manager

Community: Barclaycard Travel Community (BarclaycardTravel.com

Lithy category: Marketing Champion

 

 

Barclaycard US is the 9th largest credit card issuer in the US. We believe that building community environments helps to support our credit card products creates a differentiated customer experience through enhanced support and innovative engagement.

 

The Barclaycard Travel Community: A portion of Barclaycard cardmembers are invited to join a community, share their travel experience, look to other members for travel inspiration and earn miles for engaging in community activities.  

BarclaycardTravel.com is a one of a kind travel community where Barclaycard cardmembers and non-cardmembers can share travel experiences and earn miles that can be redeemed for travel rewards or e-certificates.  Lithium’s community platform is the driving force behind out latest marketing initiative for the Barclaycard Travel Community.

 

The Barclaycard Travel Community Great Getaway Giveaway Campaign

This campaign utilized the Lithium platform capabilities in 5 different ways to launch an online sweepstakes promotion in November of 2014 called the Great Getaway Giveaway.

 

 

The primary focus of the marketing campaign was to increase community registrations to BarclaycardTravel.com and helped in exceeding the 2014 goal of 100,000 total community member registrations.

 

Using the Lithium platform, we were able to develop a campaign that would: 

 

  • Represent the premium quality of the Barclaycard US brand in design and experience
  • Increase awareness of the Barclaycard Travel Community
  • Include meaningful interactions with contest participants - without creating obstacles to entry
  • Allow users to stay within a single, mobile-friendly environment

 

 

Our marketing campaign

 

We incorporated a variety of the Lithium platform functionality to build a successful marketing campaign: 

1) The Great Getaway Giveaway featured a two-tier prize structure which not only promoted Community registrations through a sweepstakes, but highlighted the storytelling aspects of the Community that utilizes the blogging platform on Lithium.

 

2) Our customized home page on the Lithium platform enabled us to feature the Great Getaway Giveaway prominently in the rotating image “Hero” area:

 

3) The Lithium registration and login path was modified to enable existing Barclaycard Travel Community members to sign in, share their dream trip on the dedicated Lithium ‘Great Getaway Giveaway’ Discussion Board for a chance to win the Grand Prize. The registration flow also enabled a new registration flow where new users were seamlessly taken (after registration) to the dedicated Lithium ‘Great Getaway Giveaway’ Discussion Board for the second step of the sweepstakes.

 

4) We created a responsive registration page that enabled for a seamless mobile experience.

 

Step 1: (New registration path that is mobile optimized)

 

 

Step 2: Submitting a dream trip as an ‘entry’ in the dedicated discussion thread (also mobile optimized). Discussion board was customized for optimal viewing on multiple browsers and devices and Lithium out of box board settings were implemented so that a registered community member could only submit one dream trip.

 

5) To encourage our active (and newly registered) users to socially share the marketing campaign, we implemented a customized Lithium social sharing component with pre-populated text for a quick and easy method of spreading the word.

 

We also launched a #TravelSkills Twitter Chat with one of our key influencers, Johnny Jet and reinforced the #GreatGetawayGiveaway hashtag.

 

 

#TravelSkills Twitter Chat with Johnny Jet featuring #GreatGetawayGiveaway images in all questions

  • 1,300 tweets with 339 contributors
  • 3.3M reach
  • 3M timeline deliveries
  • Key Participants: Travel and Leisure, Marriott International, SmarterTravel, JDAndrews, Brett Snyder

 

Our campaign results

 

Great Getaway Giveaway Campaign Results:

    • Exceeded 100K Goal
      • 31,824 new registrants: Exceeding our total campaign goal by 59%
      • 26,510 “Dream Trip” submissions by community members; averaged 1 submission every 2 ½ minutes
      • 430K Page Views during Sweepstakes; normal Page View average is 237K per month.
    • Increased engagement with existing Arrival cardmembers
      • During the sweepstakes promotion, increased Arrival cardmembers registering in the community by 20%.
    • Increase Social Media Mentions 
      • 1,123 Social Media Mentions (sentiment was 100% positive):
      • 5% of mentions on Twitter #GreatGetawayGiveaway
      • 27% of mentions on Facebook
      • Promoted posts = 252 shares

 

In addition to promoting the campaign via email, we also

incorporated a paid media campaign on Facebook:

  • 14% of all registrations originated from Facebook
  • Utilized 11% of budget for FB ads

 

 

Email Campaigns provided high impact with very low cost:

  • 61% of all registrations attributed from newsletter
  • Utilized 2% of budget to deploy 3 emails

 

Key Learnings:

  • Mobile capability integral
  • Integration of social sharing essential
  • Email targeting highest performing results
  • Creative assets: build in house
  • Repurpose existing assets & terms for potential future campaigns utilizing Lithium platform

 

Status:
2015 Lithy Submission

Lithys 2015: Vodafone Germany - Marketing Champion

By JaniceK

Company: Vodafone Germany

Entry submitted by: Sebastian (VF_Sebastian) Social Media Project Coordinator

Community: Vodafone Community (https://forum.vodafone.de/)

Lithy category: Marketing Champion

 

Vodafone Germany is a telecommunication company based in Germany, with more than 10,000 employees and its headquarters in Dusseldorf. It is a part of the Vodafone Group, amongst the largest telecommunication companies in the world. Currently more than 34 million people are making use of Vodafone services in Germany.

 

Regarding our service promise, we are providing an individual service support, anytime and anywhere, to our customers. In case of concerns the customer is able to get in touch with Vodafone channels 24 hours a day and 7 days a week. Due to different, individual customer requirements Vodafone pursues a multichannel strategy. Customers have the choice between different service channels such as email, chat etc. With the increasing relevance of Internet-based communication new channels are gaining a growing importance. Besides the other well-known social media networks, communities offer significant opportunities in terms of service quality, brand reputation and cost reduction. Customers have the opportunity to reveal and exchange experiences and often find an answer to their question in the community. Accordingly the portion of self-service is increased.

 

Since 2012 the community is an established Vodafone service channel. Vodafone Group awarded all Community Agents with our global internal employee “Hero Award” for effective work performance. The award was ceremonially passed in London.

 

 

Marketing campaign

 

An important factor for a community is an active user base. To encourage our users we developed a community model allowing active users to jump to various new user levels depending on the number of posts submitted, Kudos collected and their solution comments. After the registration users climb up to a Super-User role in six steps. This strategy creates an intensive relationship between community and users. In addition Super-Users appreciate a special reputation within the community. In consequence of performance Super-Users stand out from the community. Currently our Vodafone community has more than 30 active Super-Users. Above all, Users consider their nomination as a pleasant experience. A Super-User profile reflects Vodafone’s goals of customer satisfaction.

 

To also bring this appreciation to the real world we invite our Super-Users to a yearly event to celebrate the cooperation between agents and Super-Users, where they get to know each other. A Super-User event is a solid part of the community loyalty strategy. For this purpose, Vodafone implemented an extra wild card, which allows one user to participate without a Super-User status. Within 6 months one of the Wild-Card-Participant has achieved Super-User status, because the person was so excited of this elaborate event.

 

  Super-Users are also involved in internal events and represent the customer's perspective beyond the community.  Super-Users are often product experts with deeply knowledge. Vodafone Product Managers value neutral customer feedback.  In terms of strategic development we can improve our service continuously.

 

Users appreciate posts from Super-Users as it is considered as authentic customer feedback. This year one of the Super-User wrote his 20.000 posts. A lot of users congratulate  this Super-User for his impressive performance.

 

Furthermore Super-Users support Vodafone Social Media Team to administrate the eforum (e.g. close/move threads, mark answers as accepted). It is also common that they support us maintaining the e forum rules beyond moderator’s (VF employees) online presence.

 

As a part of the Kabel Deutschland merger, Vodafone also invited Kabel Deutschland agents to get to know the new team as well as Vodafone Super-Users. Each individual is essential and is part of the whole. 

 

To sum up Vodafone Super-Users are helping us to keep our service promise “Your personal service. We are only happy if you are.“ 

 


Company: Vodafone Germany

Entry submitted by: Sebastian (VF_Sebastian) Social Media Project Coordinator

Community: Vodafone Community (https://forum.vodafone.de/)

Lithy category: Marketing Champion

 

Vodafone Germany is a telecommunication company based in Germany, with more than 10,000 employees and its headquarters in Dusseldorf. It is a part of the Vodafone Group, amongst the largest telecommunication companies in the world. Currently more than 34 million people are making use of Vodafone services in Germany.

 

Regarding our service promise, we are providing an individual service support, anytime and anywhere, to our customers. In case of concerns the customer is able to get in touch with Vodafone channels 24 hours a day and 7 days a week. Due to different, individual customer requirements Vodafone pursues a multichannel strategy. Customers have the choice between different service channels such as email, chat etc. With the increasing relevance of Internet-based communication new channels are gaining a growing importance. Besides the other well-known social media networks, communities offer significant opportunities in terms of service quality, brand reputation and cost reduction. Customers have the opportunity to reveal and exchange experiences and often find an answer to their question in the community. Accordingly the portion of self-service is increased.

 

Since 2012 the community is an established Vodafone service channel. Vodafone Group awarded all Community Agents with our global internal employee “Hero Award” for effective work performance. The award was ceremonially passed in London.

 

 

Marketing campaign

 

An important factor for a community is an active user base. To encourage our users we developed a community model allowing active users to jump to various new user levels depending on the number of posts submitted, Kudos collected and their solution comments. After the registration users climb up to a Super-User role in six steps. This strategy creates an intensive relationship between community and users. In addition Super-Users appreciate a special reputation within the community. In consequence of performance Super-Users stand out from the community. Currently our Vodafone community has more than 30 active Super-Users. Above all, Users consider their nomination as a pleasant experience. A Super-User profile reflects Vodafone’s goals of customer satisfaction.

 

To also bring this appreciation to the real world we invite our Super-Users to a yearly event to celebrate the cooperation between agents and Super-Users, where they get to know each other. A Super-User event is a solid part of the community loyalty strategy. For this purpose, Vodafone implemented an extra wild card, which allows one user to participate without a Super-User status. Within 6 months one of the Wild-Card-Participant has achieved Super-User status, because the person was so excited of this elaborate event.

 

  Super-Users are also involved in internal events and represent the customer's perspective beyond the community.  Super-Users are often product experts with deeply knowledge. Vodafone Product Managers value neutral customer feedback.  In terms of strategic development we can improve our service continuously.

 

Users appreciate posts from Super-Users as it is considered as authentic customer feedback. This year one of the Super-User wrote his 20.000 posts. A lot of users congratulate  this Super-User for his impressive performance.

 

Furthermore Super-Users support Vodafone Social Media Team to administrate the eforum (e.g. close/move threads, mark answers as accepted). It is also common that they support us maintaining the e forum rules beyond moderator’s (VF employees) online presence.

 

As a part of the Kabel Deutschland merger, Vodafone also invited Kabel Deutschland agents to get to know the new team as well as Vodafone Super-Users. Each individual is essential and is part of the whole. 

 

To sum up Vodafone Super-Users are helping us to keep our service promise “Your personal service. We are only happy if you are.“ 

 

Status:
2016 Lithy Submission

Lithys 2016: AmBank (M) Berhad - Marketing Champio...

By JaniceK

Lithys 2016: AmBank (M) Berhad - Marketing Champion

Status: 2016 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2016 12:33 PM - last edited on ‎05-03-2016 08:39 AM by Moderator Moderator

482.pngCompany: AmBank (M) Berhad

Entry submitted by:  Anna Ramly / Nurul Hana Mariana Muhammad (Assistant Manager)

Community: TRUE by AmBank – TRUE Community

Lithy category:  Marketing Champion

 

AmBank Group is one of Malaysia’s premier financial solutions Groups with 40 years of legacy in understanding Malaysian customers and provides a wide range of both conventional and Islamic financial products and services.

While AmBank Group continues to grow dynamically and gain recognition as Malaysia’s preferred financial solutions group, its strategic partnerships with key global players has paved the way for greater international connectivity. Complementing its strong reputation as a key financial solution provider in Malaysia, its partnerships with Australia and New Zealand Banking Group (ANZ), Insurance Australia Group (IAG) and MetLife Inc has brought new energy and value in how the Group conducts its business to better serve its markets. 

TRUE by AmBank, a solution designed for young professionals, is a new addition to the AmBank Group family and comprises not only of a TRUE Everyday Banking Kit (debit and credit card) but also the first bank in Malaysia to offer a digital community platform – TRUE Lab.

 

The TRUE by AmBank Story:

 

About two years ago, a group of young professionals sitting in an office in the city of vibrant Kuala Lumpur came up with an exciting concept to bring a fresh new perspective to banking.

 

The target market? Quite simply, young professionals. Thus came the creation of TRUE by AmBank, which was developed with the support of parent company AmBank (M) Berhad, one of the largest financial institutions in Malaysia, to attract an emerging and influential segment with strong purchasing power as well as abundance of ideas who’ll soon be shaping the future of the economy and the world.

 

The TRUE by AmBank brand consist of two concepts - The TRUE Everyday Banking Kit and TRUE Lab, Malaysia’s first digital, crowd-sourcing platform, designed to listen to the needs of young professionals (YPs) and banking customers nationwide.

 

Our unique promotion and goal

 

The TRUE Potential Campaign

As part of the introduction to TRUE Lab, we designed a campaign to leverage on the power of online community to empower and engage in conversations with our target segment – Young Professionals.

 

The campaign concept was developed from insights that many Young Professionals are not exploring their true potential to have a more fulfilled life – and this could mean being a better human being or perhaps even a change in career path.

 

The goal was to crowd source participant’s untapped potential and dreams while sparking conversations and steer the community to actively engage in dialogues on TRUE Lab.

 

The campaign utilized the Lithium platform for participants to submit their entries on the ideation page, share and invite their family and friends to vote.

 

Untitled7.png

 

Our tactics and strategy for promotion

 

We went to the streets of Kuala Lumpur and quizzed Young Professionals on their dreams, goals and ambitions, only to uncover that most professionals stop pursuing their TRUE potential because of the rat race or money.

 

To create awareness, we developed an ad campaign targeted to the online digital space: ie YouTube, Facebook, blogs, Google, LinkedIn, Nom Nom and featured prominent Malaysian bloggers to entice those dream seekers to join TRUE Lab and share their ideas with their family and friends and invite them to vote or kudo their submissions. The kudo function was a factor in our judging criteria as the most popular ideas were then curated into the semifinals of the judging process.

 

The strategy of this campaign was to encourage users to share their dreams and aspirations, with the aim to get users to be familiar with using their voice in the community for future crowd-sourcing initiatives.

 

Untitled8.png

 

Campaign Results

 

The marketing ringgit spent on Facebook PPLA, Facebook PPVA, YouTube pre-roll ads and Google Display Networks proved to be effective when there was traffic driven to TRUE Lab, which resulted in the increase of membership registration and participation of the campaign. From this campaign alone, we received:

  • 146,502 page views,
  • 80,852 visits,
  • 67,834 unique visitors,
  • 1,309 new members
  • 256 ideas and 1358 kudos
  • Facebook - 9,153,793 impressions
  • LinkedIn – 99,026 impressions
  • YouTube – 1,059,607 impressions, 232,448 views, 171,858 unique viewers
  • YouTube Masthead (Mobile) – 135,781 clicks, 7,115,162 clicks

 

Untitled9.png

 

Untitled10.pngUntitled11.png

 

 

YouTube Trueview Results over six-week period

 

Untitled12.png

 

Nom Nom Promoted Content (Blogs)

 

Impressions: 4,875,796

Clicks: 5,273

 

a.png

 

b.png

 

Key Learnings

  • People loved the videos! – Facebook PPVA (Page Post Video Ad) achieved higher results than PPLA (Page Post Link Ad) with larger audience engagement level
  • Mobile capability was essential to this campaign. Having a YouTube masthead for mobile helped increase clicks since it reached 2.8x more impressions than the desktop version.
  • Kudo function enabled us to use this as part of our judging criteria to analyse popularity of ideas
  • Having the ‘Share’ button in the Lithium platform allowed participants to share their submissions on social media, which helped bring more traffic into the website

 


482.pngCompany: AmBank (M) Berhad

Entry submitted by:  Anna Ramly / Nurul Hana Mariana Muhammad (Assistant Manager)

Community: TRUE by AmBank – TRUE Community

Lithy category:  Marketing Champion

 

AmBank Group is one of Malaysia’s premier financial solutions Groups with 40 years of legacy in understanding Malaysian customers and provides a wide range of both conventional and Islamic financial products and services.

While AmBank Group continues to grow dynamically and gain recognition as Malaysia’s preferred financial solutions group, its strategic partnerships with key global players has paved the way for greater international connectivity. Complementing its strong reputation as a key financial solution provider in Malaysia, its partnerships with Australia and New Zealand Banking Group (ANZ), Insurance Australia Group (IAG) and MetLife Inc has brought new energy and value in how the Group conducts its business to better serve its markets. 

TRUE by AmBank, a solution designed for young professionals, is a new addition to the AmBank Group family and comprises not only of a TRUE Everyday Banking Kit (debit and credit card) but also the first bank in Malaysia to offer a digital community platform – TRUE Lab.

 

The TRUE by AmBank Story:

 

About two years ago, a group of young professionals sitting in an office in the city of vibrant Kuala Lumpur came up with an exciting concept to bring a fresh new perspective to banking.

 

The target market? Quite simply, young professionals. Thus came the creation of TRUE by AmBank, which was developed with the support of parent company AmBank (M) Berhad, one of the largest financial institutions in Malaysia, to attract an emerging and influential segment with strong purchasing power as well as abundance of ideas who’ll soon be shaping the future of the economy and the world.

 

The TRUE by AmBank brand consist of two concepts - The TRUE Everyday Banking Kit and TRUE Lab, Malaysia’s first digital, crowd-sourcing platform, designed to listen to the needs of young professionals (YPs) and banking customers nationwide.

 

Our unique promotion and goal

 

The TRUE Potential Campaign

As part of the introduction to TRUE Lab, we designed a campaign to leverage on the power of online community to empower and engage in conversations with our target segment – Young Professionals.

 

The campaign concept was developed from insights that many Young Professionals are not exploring their true potential to have a more fulfilled life – and this could mean being a better human being or perhaps even a change in career path.

 

The goal was to crowd source participant’s untapped potential and dreams while sparking conversations and steer the community to actively engage in dialogues on TRUE Lab.

 

The campaign utilized the Lithium platform for participants to submit their entries on the ideation page, share and invite their family and friends to vote.

 

Untitled7.png

 

Our tactics and strategy for promotion

 

We went to the streets of Kuala Lumpur and quizzed Young Professionals on their dreams, goals and ambitions, only to uncover that most professionals stop pursuing their TRUE potential because of the rat race or money.

 

To create awareness, we developed an ad campaign targeted to the online digital space: ie YouTube, Facebook, blogs, Google, LinkedIn, Nom Nom and featured prominent Malaysian bloggers to entice those dream seekers to join TRUE Lab and share their ideas with their family and friends and invite them to vote or kudo their submissions. The kudo function was a factor in our judging criteria as the most popular ideas were then curated into the semifinals of the judging process.

 

The strategy of this campaign was to encourage users to share their dreams and aspirations, with the aim to get users to be familiar with using their voice in the community for future crowd-sourcing initiatives.

 

Untitled8.png

 

Campaign Results

 

The marketing ringgit spent on Facebook PPLA, Facebook PPVA, YouTube pre-roll ads and Google Display Networks proved to be effective when there was traffic driven to TRUE Lab, which resulted in the increase of membership registration and participation of the campaign. From this campaign alone, we received:

  • 146,502 page views,
  • 80,852 visits,
  • 67,834 unique visitors,
  • 1,309 new members
  • 256 ideas and 1358 kudos
  • Facebook - 9,153,793 impressions
  • LinkedIn – 99,026 impressions
  • YouTube – 1,059,607 impressions, 232,448 views, 171,858 unique viewers
  • YouTube Masthead (Mobile) – 135,781 clicks, 7,115,162 clicks

 

Untitled9.png

 

Untitled10.pngUntitled11.png

 

 

YouTube Trueview Results over six-week period

 

Untitled12.png

 

Nom Nom Promoted Content (Blogs)

 

Impressions: 4,875,796

Clicks: 5,273

 

a.png

 

b.png

 

Key Learnings

  • People loved the videos! – Facebook PPVA (Page Post Video Ad) achieved higher results than PPLA (Page Post Link Ad) with larger audience engagement level
  • Mobile capability was essential to this campaign. Having a YouTube masthead for mobile helped increase clicks since it reached 2.8x more impressions than the desktop version.
  • Kudo function enabled us to use this as part of our judging criteria to analyse popularity of ideas
  • Having the ‘Share’ button in the Lithium platform allowed participants to share their submissions on social media, which helped bring more traffic into the website

 

Status:
2015 Lithy Submission

Lithys 2015: Orange Spain - Marketing Champion

By JaniceK

Company: Orange Spain  
Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager

Community: Comunidad Orange (https://comunidad.orange.es) and La Comunidad amena.com (https://comunidad.amena.com)

Lithy category: Marketing Champion

 

Orange Espagne SAU is one of the biggest telecom companies in Spain with almost 15 million of customers. It is part of Orange Group and operates with three brands in the Spanish market: Orange, amena.com and Simyo.

 

Lithium platform is a key enabler for engaging our community members and achieving our key objective: develop and motivate superusers to 1) help other customers, 2) develop quality content. We rely on Lithium´s ranking configuration to create in the Orange Community a hierarchy of users based on participation and offer specific incentives, allowing us to increase the value of the contributions and improving brand perception. Different user roles (solucionadores –solvers-, master tekkies, friendly) help to perceive the user as a “superusuario” (superuser) with special privileges granted to those considered experts in different matters such as Smartphones tips and  tricks, Model recommendation or Trouble-shooting.

 

In the same way, thanks to gamification programs, those not yet “superusers” increase their participation and stickiness to the Community in order to achieve “superuser” status. Superusers amplify both brand advocacy and belonging to the Community.

 

During the last ten months (From May to February) we extracted data about users from “Metrics” section (post, visits, response, threads, most  active users, most  engage users, etc…). We needed to identify our most valuable users. Regarding these KPIs  we designed different sections within the community structure in order to redirect their “know how” (solutions, reviews, etc..) to specific categories,  and empower them within our Community. We reached out to them and they accepted to increase their participation in the community. Then,  we designed a public ranking with the best users (solvers, Kudos, etc..) and the users tried to achieve the top rank. The ranking shows number of post, visits to community, logins and when they achieve a high level the users win a medal/badge that identify the user as a “superuser”.

 

We identified and promoted different types of users that added value to the Community. Based on the pattern of their participation, we designed a strategy of monitoring and encouraging trough incentives to increase the value of their contribution, both for the company (reduction of service calls, increased brand perception, commercial communication increase, etc…) and the Community users. We can now distinguish different types of “superusers”, each identified with their own medal.

 

  • Solvers: users who give support and help with solutions to user`s incidences without intervention even of official moderators. They reduce the number of calls to call-centers, improve the post/solution ratio and become a model to follow in the Community. They have their own medal. 30% of traffic in the Community is related to solved problems posts.

  • Master Tekkies: Users with an active role and faithful to the Community. They participate, help others and give kudos. They are advocates of the Brand as they rise online positivity.

  • Friendly: Newly arrived users that encourage help and collaboration.

Results of the SuperUsers program

 

Since launch of the Superusers program in May 2014, traffic in the community has doubled, reaching 300k monthly visits. Since launch of Solvers program in November 2014, the solution ratio increased from 20% to 60% by March 2015 due to two main reasons: LSW optimization by agents (flux, labels, priorities) and participation of “Solvers” in the Community.  Ten months ago, we did not have any superuser , and currently there are 12 “superusers” solving doubts and writing reviews.

 


Company: Orange Spain  
Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager

Community: Comunidad Orange (https://comunidad.orange.es) and La Comunidad amena.com (https://comunidad.amena.com)

Lithy category: Marketing Champion

 

Orange Espagne SAU is one of the biggest telecom companies in Spain with almost 15 million of customers. It is part of Orange Group and operates with three brands in the Spanish market: Orange, amena.com and Simyo.

 

Lithium platform is a key enabler for engaging our community members and achieving our key objective: develop and motivate superusers to 1) help other customers, 2) develop quality content. We rely on Lithium´s ranking configuration to create in the Orange Community a hierarchy of users based on participation and offer specific incentives, allowing us to increase the value of the contributions and improving brand perception. Different user roles (solucionadores –solvers-, master tekkies, friendly) help to perceive the user as a “superusuario” (superuser) with special privileges granted to those considered experts in different matters such as Smartphones tips and  tricks, Model recommendation or Trouble-shooting.

 

In the same way, thanks to gamification programs, those not yet “superusers” increase their participation and stickiness to the Community in order to achieve “superuser” status. Superusers amplify both brand advocacy and belonging to the Community.

 

During the last ten months (From May to February) we extracted data about users from “Metrics” section (post, visits, response, threads, most  active users, most  engage users, etc…). We needed to identify our most valuable users. Regarding these KPIs  we designed different sections within the community structure in order to redirect their “know how” (solutions, reviews, etc..) to specific categories,  and empower them within our Community. We reached out to them and they accepted to increase their participation in the community. Then,  we designed a public ranking with the best users (solvers, Kudos, etc..) and the users tried to achieve the top rank. The ranking shows number of post, visits to community, logins and when they achieve a high level the users win a medal/badge that identify the user as a “superuser”.

 

We identified and promoted different types of users that added value to the Community. Based on the pattern of their participation, we designed a strategy of monitoring and encouraging trough incentives to increase the value of their contribution, both for the company (reduction of service calls, increased brand perception, commercial communication increase, etc…) and the Community users. We can now distinguish different types of “superusers”, each identified with their own medal.

 

  • Solvers: users who give support and help with solutions to user`s incidences without intervention even of official moderators. They reduce the number of calls to call-centers, improve the post/solution ratio and become a model to follow in the Community. They have their own medal. 30% of traffic in the Community is related to solved problems posts.

  • Master Tekkies: Users with an active role and faithful to the Community. They participate, help others and give kudos. They are advocates of the Brand as they rise online positivity.

  • Friendly: Newly arrived users that encourage help and collaboration.

Results of the SuperUsers program

 

Since launch of the Superusers program in May 2014, traffic in the community has doubled, reaching 300k monthly visits. Since launch of Solvers program in November 2014, the solution ratio increased from 20% to 60% by March 2015 due to two main reasons: LSW optimization by agents (flux, labels, priorities) and participation of “Solvers” in the Community.  Ten months ago, we did not have any superuser , and currently there are 12 “superusers” solving doubts and writing reviews.

 

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