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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: Leroy Merlin Espana - Most Creative C...

By JaniceK

Company: Leroy Merlin Espana Leroy Merlin logo.png

Entry submitted by: Francisco Campos Dominguez (PacoCampos) Social Media Manager

Community: Comunidad Leroy Merlin  (https://comunidad.leroymerlin.es/

LSW social channels: 

https://es-la.facebook.com/leroymerlines

https://twitter.com/leroymerlin_es

https://www.youtube.com/user/leroymerlines

https://instagram.com/leroymerlines/

https://es.pinterest.com/leroymerlines/

Lithy category: Most Creative Community Promotion or Launch

 

Leroy Merlin Background

 

Leroy Merlin is the home improvement leader with 58 stores and has been in Spain for the last 25 years. Part of the ADEO Group, Leroy Merlin is the European home improvement retail leader.

Leroy Merlin is an innovative company in which the term "employee" is not used, because 94% of the 8,000 people who work there are shareholders, and for that reason they are called "collaborators.”

 

The company’s values are:

  • Share the will
  • Share the knowledge
  • Share the power
  • Share the ownership

 

The company culture of sharing, co-constructing and co-directing, is in the DNA of each "collaborator" and therefore Leroy Merlin Spain is a “community” in itself.

 

The Community: The heart of social evolution

 

The company’s culture of "sharing" among consumers is growing every year. The new consumer wants to know the experiences of other customers before they buy. Leroy Merlin understands that  willingness to "share" is important, but not as important as the brands that are willing to listen and act accordingly. 

 

There are many threats and opportunities that this new culture generates, but there are many strategies to overcome them. Leroy Merlin is aware that the "culture of sharing" is part of the company DNA so it decided that social evolution must be a priority. 

 

The goal was to increase the productivity of each "collaborator" of each department, including: central purchasing, human resources, brick and mortar store teams, etc... In short, the entire company adapted the mission and started executing the new rules for the “new consumer.” 

 

The strategy was to "truly be social and not just seem social.” This means that each "partner" should know the opportunities and concerns that the new environment poses in the company’s "mission" and every individual in the company is responsible to seize it. The option of trying to “seem social” in all the social activity in the marketing department was discarded.

 

The tactics focused on creating three major points between customers, employees and partners in order to be successful. The three points of contact are:

1.    Official social media channels in the most important and relevant social networks:

a.    It is the meeting point between acquaintances and friends

2.    Physical stores (58 stores throughout Spain):

a.    Physical meeting points between customers and employees

3.    Web + Sites related:

a.    A digital meeting point between people who are passionate about home improvement in Spain was the heart of the social strategy

 

The operation kicked off in in 2012 with the launch and continued development of Leroy Merlin’s social profiles on Facebook, Twitter, YouTube, Instagram and Pinterest with three objectives:

1.    Investigate and test: there were several thousands of activation strategies and touch-points with customers and collaborators that Leroy Merlin considered an "internal and external social laboratory" of the future community

2.    Recruiting: engaging users with social content to facilitate the subsequent launch of the Leroy Merlin community

3.    Define and optimize processes: internally listen to feedback to ensure the company is prepared to enable customers to propose improvements in the community.

 

After nearly two years of actively listening, the Leroy Merlin community launched in December 2014. It became the heart of Leroy Merlin and the online destination for professional opinion leaders, "home improvement" customers, DIY lovers, partners, collaborators, installers, etc. It became the place where people can learn and share their concerns, experiences and projects to do more and improve their home.

 

Social networks are formed by groups of friends who may or may not have common interests, and Communities are for groups of people unknown to each other but who share interests. The objective between 2011-2014 was to achieve a high volume of relationships with groups of friends in social networks (500,000+ followers and 26,000,000+ video views) and the end of 2015 was to use these relationships to enhance the discussions generated in the new Community. Four months later, the traffic from social networking accounts was 46.25 % of the total traffic to the Community. Leroy Merlin has a "Total Community."

 

Why participate in the Leroy Merlin Community and not another? This was the point from which Leroy Merlin started defining the Community, and the three reasons they determined were:

1.    Not only to assist other users, but the Community has hundreds of experts who can help solve consumer’s doubts

2.    Not only can consumers interact and learn in the online space, but physically too by attending weekly in-person events organized in Leroy Merlin stores

3.    Not only can consumers read recommendations of other consumers’ solutions, but they can also buy products needed to improve their homes.

 

In order to realize these objectives, in 2014 Leroy Merlin selected and trained over 80 store volunteers – called animators  - who carried out the company’s mission in each of the 58 stores. The goal for 2015 is to bring 200 new animators to ensure internal and external buzz, and to continue listening and learning from customers.

 

To measure the success of the Community, Leroy Merlin focused on four main KPIs

1.    Number of visits: Whenever a client resolves a question by visiting the Community, the company saves hours of customer service in stores, improves brand image and increases commercial potential

2.    Number of content generated: Whenever members of the Community generate content for free, the company saves the cost of producing marketing/corporate materials

3.    Number of visits to the store: Every time the Community drives a customer to visit the online store a sales opportunity is generated

4.    Number of business opportunities enabled: Each time the stores detected an opportunity to improve service to customers and activate the company in the community that improves its profitability and brand image

 

The best promotion is to use it

 

The company is committed to "truly being social, and not just seeming social”. The launch of the Community made it very clear that participating and sharing in the Community and other social networks is part of the larger goal of having each client and collaborator meet their individual goals with social. The Community does that by providing peer-support, product reviews, questions answered by experts, etc. to help enrich their shopping experience.  

 

The communication strategy of the Community launch went through the organic integration of it as a new feature that facilitates and improves all points of contact between the brand and its customers; all while fostering a new dimension of engagement. 

 

Every collaborator, every store and every department of the company is responsible for using this new tool – the Community - and the ease of use to customers allows the company to create a much more continuous and close relationship with customers. 

 

Leroy Merlin took an omni-channel, organic approach that improved over-time and which integrated into the daily lives of customers, employees and partners. By using the Community, all they key stakeholders were able to achieve their goals.  

 

The model has involved a more gradual release, but identified by four major phases:

 

  1. Focus on the integration of employees. 
    • Milestone: Achieving critical mass of content and animators. Leroy Merlin focused on the 8,000 company employees understanding and living the evolution of this mission. They created monthly streaming, physical training as well as distributed 26 mobile terminals to “Super-animators,” meaning they created private groups in the Community to address their doubts and questions.  The next steps are the selection, training and integration of 150 new animators from all departments to ensure the best customer experience and better guidance to 8,000 employees.  
    • How: https://youtu.be/VysNZtAysMQ

Leroy Merlin 1.jpg

    • Results (first three months):
      • +85 Animators (employees in the stores) active in the community.
      • +4,300 pieces of content

2. Focus on the integration of customers.

 

 

    • Milestone: Achieving critical mass of customers 

 

Leroy Merlin focused on publicizing the Community to all customers in a personalized way with different points of contact with the brand, on and offline.Communication and promotional messages of the Community were led by customers.

 

    • How to:

Posters in shops formed by the actual client projects, event flyers in checkout lines, workshops and demos in stores to help customers improve their homes, web banners, presence guides brochures, related magazines, websites to sharpen the content strategy. 

 

In order to emphasize collaboration with TV, Bricomanía which airs weekly on Antena 3, has incorporated a 2-minute video in which one of the Leroy Merlin community members has a project and is interviewed in the program and commissioned to introduce the Community to the rest of lovers in the world of DIY, decoration, garden, etc.

 

Leroy Merlin 2.jpg

    • Results (first three months):
      • + 2,000 registrations completed
      • + 15,000 members
      • + 363.737 minutes online (24.2 minutes per member)
      • + 50 community members have been contacted to meet them and become ambassadors and leaders of our communication campaign.

 

3. Focus on the integration of partners.

 

    • Milestone: Achieve critical mass of partners 

 

Leroy Merlin focused on B2B, to publicize and integrate strategic partners such as the group of bloggers, installers and architects, to launch a personalized relationship model for each group. 

 

    • How

 

Leroy Merlin 3.png

First steps: 

    • Leroy Merlin has an internal platform with over 50 bloggers with whom they have begun to work together to co-create. They also have a group of 10 installers who are working together on integration.

 

4. Focus on the integration of suppliers.

 

    • Milestone: Activation of Social Commerce 

 

Leroy Merlin focused on linking the Community with the range of products, launching the ability for users to test and evaluate products. 

 

    • How:

Leroy Merlin 4.jpg

First steps:

    • In a phase called a "Club of Testers," was accessed by the "Super-users" of the Community once they reached that level.  It allowed them to test products and helped define and co-create social commerce with the client.

 

Our video

 

 


Company: Leroy Merlin Espana Leroy Merlin logo.png

Entry submitted by: Francisco Campos Dominguez (PacoCampos) Social Media Manager

Community: Comunidad Leroy Merlin  (https://comunidad.leroymerlin.es/

LSW social channels: 

https://es-la.facebook.com/leroymerlines

https://twitter.com/leroymerlin_es

https://www.youtube.com/user/leroymerlines

https://instagram.com/leroymerlines/

https://es.pinterest.com/leroymerlines/

Lithy category: Most Creative Community Promotion or Launch

 

Leroy Merlin Background

 

Leroy Merlin is the home improvement leader with 58 stores and has been in Spain for the last 25 years. Part of the ADEO Group, Leroy Merlin is the European home improvement retail leader.

Leroy Merlin is an innovative company in which the term "employee" is not used, because 94% of the 8,000 people who work there are shareholders, and for that reason they are called "collaborators.”

 

The company’s values are:

  • Share the will
  • Share the knowledge
  • Share the power
  • Share the ownership

 

The company culture of sharing, co-constructing and co-directing, is in the DNA of each "collaborator" and therefore Leroy Merlin Spain is a “community” in itself.

 

The Community: The heart of social evolution

 

The company’s culture of "sharing" among consumers is growing every year. The new consumer wants to know the experiences of other customers before they buy. Leroy Merlin understands that  willingness to "share" is important, but not as important as the brands that are willing to listen and act accordingly. 

 

There are many threats and opportunities that this new culture generates, but there are many strategies to overcome them. Leroy Merlin is aware that the "culture of sharing" is part of the company DNA so it decided that social evolution must be a priority. 

 

The goal was to increase the productivity of each "collaborator" of each department, including: central purchasing, human resources, brick and mortar store teams, etc... In short, the entire company adapted the mission and started executing the new rules for the “new consumer.” 

 

The strategy was to "truly be social and not just seem social.” This means that each "partner" should know the opportunities and concerns that the new environment poses in the company’s "mission" and every individual in the company is responsible to seize it. The option of trying to “seem social” in all the social activity in the marketing department was discarded.

 

The tactics focused on creating three major points between customers, employees and partners in order to be successful. The three points of contact are:

1.    Official social media channels in the most important and relevant social networks:

a.    It is the meeting point between acquaintances and friends

2.    Physical stores (58 stores throughout Spain):

a.    Physical meeting points between customers and employees

3.    Web + Sites related:

a.    A digital meeting point between people who are passionate about home improvement in Spain was the heart of the social strategy

 

The operation kicked off in in 2012 with the launch and continued development of Leroy Merlin’s social profiles on Facebook, Twitter, YouTube, Instagram and Pinterest with three objectives:

1.    Investigate and test: there were several thousands of activation strategies and touch-points with customers and collaborators that Leroy Merlin considered an "internal and external social laboratory" of the future community

2.    Recruiting: engaging users with social content to facilitate the subsequent launch of the Leroy Merlin community

3.    Define and optimize processes: internally listen to feedback to ensure the company is prepared to enable customers to propose improvements in the community.

 

After nearly two years of actively listening, the Leroy Merlin community launched in December 2014. It became the heart of Leroy Merlin and the online destination for professional opinion leaders, "home improvement" customers, DIY lovers, partners, collaborators, installers, etc. It became the place where people can learn and share their concerns, experiences and projects to do more and improve their home.

 

Social networks are formed by groups of friends who may or may not have common interests, and Communities are for groups of people unknown to each other but who share interests. The objective between 2011-2014 was to achieve a high volume of relationships with groups of friends in social networks (500,000+ followers and 26,000,000+ video views) and the end of 2015 was to use these relationships to enhance the discussions generated in the new Community. Four months later, the traffic from social networking accounts was 46.25 % of the total traffic to the Community. Leroy Merlin has a "Total Community."

 

Why participate in the Leroy Merlin Community and not another? This was the point from which Leroy Merlin started defining the Community, and the three reasons they determined were:

1.    Not only to assist other users, but the Community has hundreds of experts who can help solve consumer’s doubts

2.    Not only can consumers interact and learn in the online space, but physically too by attending weekly in-person events organized in Leroy Merlin stores

3.    Not only can consumers read recommendations of other consumers’ solutions, but they can also buy products needed to improve their homes.

 

In order to realize these objectives, in 2014 Leroy Merlin selected and trained over 80 store volunteers – called animators  - who carried out the company’s mission in each of the 58 stores. The goal for 2015 is to bring 200 new animators to ensure internal and external buzz, and to continue listening and learning from customers.

 

To measure the success of the Community, Leroy Merlin focused on four main KPIs

1.    Number of visits: Whenever a client resolves a question by visiting the Community, the company saves hours of customer service in stores, improves brand image and increases commercial potential

2.    Number of content generated: Whenever members of the Community generate content for free, the company saves the cost of producing marketing/corporate materials

3.    Number of visits to the store: Every time the Community drives a customer to visit the online store a sales opportunity is generated

4.    Number of business opportunities enabled: Each time the stores detected an opportunity to improve service to customers and activate the company in the community that improves its profitability and brand image

 

The best promotion is to use it

 

The company is committed to "truly being social, and not just seeming social”. The launch of the Community made it very clear that participating and sharing in the Community and other social networks is part of the larger goal of having each client and collaborator meet their individual goals with social. The Community does that by providing peer-support, product reviews, questions answered by experts, etc. to help enrich their shopping experience.  

 

The communication strategy of the Community launch went through the organic integration of it as a new feature that facilitates and improves all points of contact between the brand and its customers; all while fostering a new dimension of engagement. 

 

Every collaborator, every store and every department of the company is responsible for using this new tool – the Community - and the ease of use to customers allows the company to create a much more continuous and close relationship with customers. 

 

Leroy Merlin took an omni-channel, organic approach that improved over-time and which integrated into the daily lives of customers, employees and partners. By using the Community, all they key stakeholders were able to achieve their goals.  

 

The model has involved a more gradual release, but identified by four major phases:

 

  1. Focus on the integration of employees. 
    • Milestone: Achieving critical mass of content and animators. Leroy Merlin focused on the 8,000 company employees understanding and living the evolution of this mission. They created monthly streaming, physical training as well as distributed 26 mobile terminals to “Super-animators,” meaning they created private groups in the Community to address their doubts and questions.  The next steps are the selection, training and integration of 150 new animators from all departments to ensure the best customer experience and better guidance to 8,000 employees.  
    • How: https://youtu.be/VysNZtAysMQ

Leroy Merlin 1.jpg

    • Results (first three months):
      • +85 Animators (employees in the stores) active in the community.
      • +4,300 pieces of content

2. Focus on the integration of customers.

 

 

    • Milestone: Achieving critical mass of customers 

 

Leroy Merlin focused on publicizing the Community to all customers in a personalized way with different points of contact with the brand, on and offline.Communication and promotional messages of the Community were led by customers.

 

    • How to:

Posters in shops formed by the actual client projects, event flyers in checkout lines, workshops and demos in stores to help customers improve their homes, web banners, presence guides brochures, related magazines, websites to sharpen the content strategy. 

 

In order to emphasize collaboration with TV, Bricomanía which airs weekly on Antena 3, has incorporated a 2-minute video in which one of the Leroy Merlin community members has a project and is interviewed in the program and commissioned to introduce the Community to the rest of lovers in the world of DIY, decoration, garden, etc.

 

Leroy Merlin 2.jpg

    • Results (first three months):
      • + 2,000 registrations completed
      • + 15,000 members
      • + 363.737 minutes online (24.2 minutes per member)
      • + 50 community members have been contacted to meet them and become ambassadors and leaders of our communication campaign.

 

3. Focus on the integration of partners.

 

    • Milestone: Achieve critical mass of partners 

 

Leroy Merlin focused on B2B, to publicize and integrate strategic partners such as the group of bloggers, installers and architects, to launch a personalized relationship model for each group. 

 

    • How

 

Leroy Merlin 3.png

First steps: 

    • Leroy Merlin has an internal platform with over 50 bloggers with whom they have begun to work together to co-create. They also have a group of 10 installers who are working together on integration.

 

4. Focus on the integration of suppliers.

 

    • Milestone: Activation of Social Commerce 

 

Leroy Merlin focused on linking the Community with the range of products, launching the ability for users to test and evaluate products. 

 

    • How:

Leroy Merlin 4.jpg

First steps:

    • In a phase called a "Club of Testers," was accessed by the "Super-users" of the Community once they reached that level.  It allowed them to test products and helped define and co-create social commerce with the client.

 

Our video

 

 

Status:
2015 Lithy Submission

Lithys 2015: giffgaff - Most Creative Community Pr...

By JaniceK

Lithys 2015: giffgaff - Most Creative Community Promotion or Launch

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-27-2015 10:23 PM - edited ‎05-02-2016 07:12 PM

Company: giffgafflogologo

Entry submitted by: Gregg Baker (greggHead of Community

Community: giffgaff Community (http://community.giffgaff.com)

Lithy category: Most Creative Community Promotion or Launch

 

giffgaff founded 5 years ago and known as “the mobile network run by you”, utilizes Lithium to provide a first class experience for our members. We don’t have call centers, high street stores or any of those expensive things, instead we are online only and pass on the savings to our members.

 

The goal of our Community promotion

 

The goal was based around loyalty. Rewarding the passion and effort from our members, positive reinforcement for other members to follow and a genuine thank you to our amazing community.

 

Our promotion strategy

 

Each year we look to acknowledge the outstanding efforts within our community, so we began an annual event known as “The GAFFTAs”. The GAFFTAs see members nominate other members for certain categories (such as most helpful, most welcoming, etc) and then a panel of judges from the Community will review these to determine the winner. This year we wanted to make this extra special so took it to the road, hand delivering the awards to the winners with a custom performance from two amazing performers – singing songs adapted for the winning members.

 

The results

 

It is hard to measure the quantitative value of an initiative like this. Qualitatively, it helped reinforce our values, it rewarded amazing members and kept them engaged, it empowered other members to be a part of the whole activity and it made our members feel even more special. That probably translates well when considering retention, life time value, loyalty, etc. Participation in the whole thing was strong, with 100s of nominations, 1000s of votes and lots of members getting involved in the whole thing.

 

Our video

 

 


Company: giffgafflogologo

Entry submitted by: Gregg Baker (greggHead of Community

Community: giffgaff Community (http://community.giffgaff.com)

Lithy category: Most Creative Community Promotion or Launch

 

giffgaff founded 5 years ago and known as “the mobile network run by you”, utilizes Lithium to provide a first class experience for our members. We don’t have call centers, high street stores or any of those expensive things, instead we are online only and pass on the savings to our members.

 

The goal of our Community promotion

 

The goal was based around loyalty. Rewarding the passion and effort from our members, positive reinforcement for other members to follow and a genuine thank you to our amazing community.

 

Our promotion strategy

 

Each year we look to acknowledge the outstanding efforts within our community, so we began an annual event known as “The GAFFTAs”. The GAFFTAs see members nominate other members for certain categories (such as most helpful, most welcoming, etc) and then a panel of judges from the Community will review these to determine the winner. This year we wanted to make this extra special so took it to the road, hand delivering the awards to the winners with a custom performance from two amazing performers – singing songs adapted for the winning members.

 

The results

 

It is hard to measure the quantitative value of an initiative like this. Qualitatively, it helped reinforce our values, it rewarded amazing members and kept them engaged, it empowered other members to be a part of the whole activity and it made our members feel even more special. That probably translates well when considering retention, life time value, loyalty, etc. Participation in the whole thing was strong, with 100s of nominations, 1000s of votes and lots of members getting involved in the whole thing.

 

Our video

 

 

Status:
2015 Lithy Submission

Lithys 2015: Autodesk - Most Creative Community Pr...

By JaniceK

Lithys 2015: Autodesk - Most Creative Community Promotion or Launch

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-28-2015 10:13 PM - edited ‎05-02-2016 06:46 PM

Company: Autodesk Autodesk logo.png

Entry submitted by: Lois Townsend (loisT) Director, Social Media and Community

Community: Autodesk Community (Forums.autodesk.com)

Lithy category: Most Creative Community Promotion or Launch 

 

Autodesk, Inc., is a leader in 3D design, engineering and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries—including the last 19 Academy Award winners for Best Visual Effects—use Autodesk software to design, visualize, and simulate their ideas before they're ever built or created. From blockbuster visual effects and buildings that create their own energy to electric cars and the batteries that power them, the work of our 3D software customers is everywhere you look.

 

Since its introduction of AutoCAD software in 1982, Autodesk continues to develop the broadest portfolio of state-of-the-art 3D software for global markets. Through our apps for iPhone, iPad, iPod, and Android, we're also making design technology accessible to professional designers as well as amateur designers, homeowners, students, and casual creators. Whether it's a kid looking to build a new contraption, a seasoned pro sketching out a great new idea, or someone who just wants to amp up their creative output, we're taking technology originally built for movie studios, automakers, and architectural firms, and making it available to anyone who wants to create and share their ideas with the world.

 

Autodesk Drives Customer Loyalty with Collaborative and Proactive Community

 

How does a B2B software company build customer loyalty and increase the value of each customer with an ever-changing social landscape? Autodesk, one of the world leaders in 3D design, engineering, and entertainment software, has found the answer – delivering on customers’ needs before they ask. The company drives customer loyalty and product affinity through a Total Community strategy. The strategy includes activations on Facebook, nearly 200,000 followers on Twitter, more than 40 million views on YouTube, and a branded community, running on the Lithium platform, that has seen its unique visitors grow by 34% in the last year.  

 

One of the pillars of the Autodesk social strategy is its branded community which is the main hub for directly connecting with customers. Dating back to 1986, with Compuserve, Autodesk has leveraged community to foster peer-to-peer to support, drive greater brand affinity, and solidify relationships with its customers. It has evolved to focus on collaborating with and anticipating the needs of customers.

 

Now its eight communities in multiple languages, offer customers unique experiences by industry, region, and expertise level. The company shares product use information, solves potential product issues, and promotes best practices to proactively supply customers with the tools and information needed for a successful product experience.  

 

The company’s collaborative and proactive approach is supported by several key programs, including Expert Elite and Autodesk Help Webinars. The tactics have delivered the following success metrics:

  • Autodeskcommunities received over 27 million unique visits in the last 12 months.
  • Annually, the community successfully serves answers to millions of customers, yielding a multimillion dollar value to Autodeskand its customers.
  • Customer success is tracked and measured via surveys to ensure that the community is providing actual solutions, and at an increasing rate.
  • The community has more than 2 million registered members that have shared more than 135,000 kudos and over 20,000 newly accepted solutions in the last year.

 

Expert Elite:

 

Autodesk’s Expert Elite are the Super Fans and lifeblood of the Autodesk Community. The Autodesk Expert Elite program was created to recognize customers around the world who have contributed a significant amount of time, knowledge, and assistance to fellow customers. These people have demonstrated a strong sense of leadership and use an engaging style of collaboration that contributes to a healthy and valuable customer community. The program now has over 200 members representing 23 different countries. They have delivered 7,000 accepted solutions, received 17,000 kudos and posted 60,000 replies.

 

Autodesk 1.png

The unique aspect about the Expert Elite program is that it doesn’t stop at community; it is the concept of Total Community. The program not only values a user’s contribution within the community, but outside of it as well. Autodesk looks at the contributions people are making on personal blogs and other social channels, as well as at offline events such as training seminars, to really see the conversations happen full circle.

 

One Expert Elite, Paul Munford is a great example of Total Community. He wanted to spread the word to let people know about the terrific support options available to Autodesk customers. He interviewed various Autodesk Help team members and then posted his story on his personal blog.  He then amplified it on his other social channels for maximum reach.  Not only did Paul feel passionate enough to write about the Autodesk Help team, but he has posted 943 times, received 198 Kudos and contributed 53 solutions in the community. This example shows the loyalty Autodesk has created with their trusted fans. It is not only about providing customers immediate answers for questions, but building relationships with them and bringing them into the Autodesk family.

 

Autodesk 2.png

Autodesk further drives loyalty among the Expert Elites by offering monthly webinars to share company and product news, providing free software, and hosting an annual Summit where the Expert Elites and Autodesk representatives can meet in person.  At the last Summit held in December 2014, the EE’s had a chance to meet informally over a lunch with CEO Carl Bass, and also had informal presentations and Q&A sessions with the CTO and VP of Cloud.  All of the EE’s are under NDA and therefore Autodesk can share news and information normally restricted for employees only, allowing for early input and feedback from this elite group of customers that is incorporated into products and services.

 

Autodesk 3.jpg

Autodesk Help Webinars:

 

Autodesk recognized the importance of video content on the community, and last year piloted and launched a webinar program to proactively offer customers another way to learn about and experience Autodesk products. For instance, the Installation and Licensing Community hosted “Troubleshooting Desktop Subscription Licensing issues” webinar to give users the information they need to get the “software up and ready.”  The Autodesk Help webinar series is a virtual studio house, with regular, and in some cases weekly offerings.  Webinar attendance can be as high as 200 live attendees and videos posted online can reach over 5,000 views.

 

The webinars proactively target popular topic areas to address questions or in response to customer conversations surfaced elsewhere on the community. The webinars are purely for support and learning, providing customers with information that allows them to get products up and running quickly and provide a deep knowledge about functionality, with the ultimate goal of helping customers to optimize productivity and utility of their Autodesk software.  Over 50% of webinar attendees are repeat participants because they derive continued value from the webinar content.  Put into customer words, “The session was great, and I plan to attend as many as I can.  Although I am relatively proficient there is always something I can learn.”

 

Autodesk 4.png

Innovating with success measurement - The Gratitude Index:

 

Autodesk knew that having a better understanding of their customer sentiment, relative to competitors and known market leaders, was critical to a successful long-term social strategy. To achieve that goal, the company‘s global social media support team created the Gratitude Index, which is an algorithm based on keywords and the number of social mentions that contained specific words associated with gratitude, thanks, and appreciation. In other words, it was an actual measurement of customers expressing their gratitude for the support they received from the Autodesk Help team. The Gratitude Index is used to measure customer satisfaction and efficiency; a qualitative social ROI. The index has become a key metric for the team and is shared up to the highest leadership levels at Autodesk.  Currently, and consistently, Autodesk leads among other software companies and ranks among top brands from other industries.

 

Autodesk also uses key words to track customers that have expressed frustration and a negative sentiment. The @AutodeskHelp team works with these customers to solve issues and turn negative situations around, when possible, moving a frustrated customer to a delighted one. The challenging feedback is also used to inform how the team and Autodesk can better serve customers and surface potential problems on the horizon.   In fact, the negative feedback is embraced almost more tightly because there is rich insight that can be gleaned about how to improve the customer experience, from product purchase to usage, to renewal and repurchase.

 

It's Working:

 

Autodesk’s Total Community strategy is working, with a Klout Score of 85, they are in the top percentile of social influencers.  And, when customer detractors are engaged, Autodesk’s Help team converts at least twice as many as those who remain upset.

 

The strategy is embraced from the top down, as evidenced by a recent blog post by CEO Carl Bass who frequently participates in the Fusion 360 community as it is one of Autodesk’s strategic products.

 

Check out the Fusion 360 community and in particular, this recent blog from Carl that talks about building the product “hand-in-hand with the Fusion community,” along with a blog comment from one of the Expert Elites that states “I’ve seen so many examples where suggestions were heard, understood, refined, and implemented in an amazingly short time frame.”  This is exactly what Autodesk wants to achieve, to drive even greater levels of customer loyalty.

 

Autodesk 5.jpg

 

To celebrate these important milestones of Autodesk's Total Community success through our Expert Elite program and Help Webinars, we recently were nominated for a Forrester Groundswell award-- and we won!

 

Here's the video that accompanied this prestigious win:

 

(view in My Videos)

 


Company: Autodesk Autodesk logo.png

Entry submitted by: Lois Townsend (loisT) Director, Social Media and Community

Community: Autodesk Community (Forums.autodesk.com)

Lithy category: Most Creative Community Promotion or Launch 

 

Autodesk, Inc., is a leader in 3D design, engineering and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries—including the last 19 Academy Award winners for Best Visual Effects—use Autodesk software to design, visualize, and simulate their ideas before they're ever built or created. From blockbuster visual effects and buildings that create their own energy to electric cars and the batteries that power them, the work of our 3D software customers is everywhere you look.

 

Since its introduction of AutoCAD software in 1982, Autodesk continues to develop the broadest portfolio of state-of-the-art 3D software for global markets. Through our apps for iPhone, iPad, iPod, and Android, we're also making design technology accessible to professional designers as well as amateur designers, homeowners, students, and casual creators. Whether it's a kid looking to build a new contraption, a seasoned pro sketching out a great new idea, or someone who just wants to amp up their creative output, we're taking technology originally built for movie studios, automakers, and architectural firms, and making it available to anyone who wants to create and share their ideas with the world.

 

Autodesk Drives Customer Loyalty with Collaborative and Proactive Community

 

How does a B2B software company build customer loyalty and increase the value of each customer with an ever-changing social landscape? Autodesk, one of the world leaders in 3D design, engineering, and entertainment software, has found the answer – delivering on customers’ needs before they ask. The company drives customer loyalty and product affinity through a Total Community strategy. The strategy includes activations on Facebook, nearly 200,000 followers on Twitter, more than 40 million views on YouTube, and a branded community, running on the Lithium platform, that has seen its unique visitors grow by 34% in the last year.  

 

One of the pillars of the Autodesk social strategy is its branded community which is the main hub for directly connecting with customers. Dating back to 1986, with Compuserve, Autodesk has leveraged community to foster peer-to-peer to support, drive greater brand affinity, and solidify relationships with its customers. It has evolved to focus on collaborating with and anticipating the needs of customers.

 

Now its eight communities in multiple languages, offer customers unique experiences by industry, region, and expertise level. The company shares product use information, solves potential product issues, and promotes best practices to proactively supply customers with the tools and information needed for a successful product experience.  

 

The company’s collaborative and proactive approach is supported by several key programs, including Expert Elite and Autodesk Help Webinars. The tactics have delivered the following success metrics:

  • Autodeskcommunities received over 27 million unique visits in the last 12 months.
  • Annually, the community successfully serves answers to millions of customers, yielding a multimillion dollar value to Autodeskand its customers.
  • Customer success is tracked and measured via surveys to ensure that the community is providing actual solutions, and at an increasing rate.
  • The community has more than 2 million registered members that have shared more than 135,000 kudos and over 20,000 newly accepted solutions in the last year.

 

Expert Elite:

 

Autodesk’s Expert Elite are the Super Fans and lifeblood of the Autodesk Community. The Autodesk Expert Elite program was created to recognize customers around the world who have contributed a significant amount of time, knowledge, and assistance to fellow customers. These people have demonstrated a strong sense of leadership and use an engaging style of collaboration that contributes to a healthy and valuable customer community. The program now has over 200 members representing 23 different countries. They have delivered 7,000 accepted solutions, received 17,000 kudos and posted 60,000 replies.

 

Autodesk 1.png

The unique aspect about the Expert Elite program is that it doesn’t stop at community; it is the concept of Total Community. The program not only values a user’s contribution within the community, but outside of it as well. Autodesk looks at the contributions people are making on personal blogs and other social channels, as well as at offline events such as training seminars, to really see the conversations happen full circle.

 

One Expert Elite, Paul Munford is a great example of Total Community. He wanted to spread the word to let people know about the terrific support options available to Autodesk customers. He interviewed various Autodesk Help team members and then posted his story on his personal blog.  He then amplified it on his other social channels for maximum reach.  Not only did Paul feel passionate enough to write about the Autodesk Help team, but he has posted 943 times, received 198 Kudos and contributed 53 solutions in the community. This example shows the loyalty Autodesk has created with their trusted fans. It is not only about providing customers immediate answers for questions, but building relationships with them and bringing them into the Autodesk family.

 

Autodesk 2.png

Autodesk further drives loyalty among the Expert Elites by offering monthly webinars to share company and product news, providing free software, and hosting an annual Summit where the Expert Elites and Autodesk representatives can meet in person.  At the last Summit held in December 2014, the EE’s had a chance to meet informally over a lunch with CEO Carl Bass, and also had informal presentations and Q&A sessions with the CTO and VP of Cloud.  All of the EE’s are under NDA and therefore Autodesk can share news and information normally restricted for employees only, allowing for early input and feedback from this elite group of customers that is incorporated into products and services.

 

Autodesk 3.jpg

Autodesk Help Webinars:

 

Autodesk recognized the importance of video content on the community, and last year piloted and launched a webinar program to proactively offer customers another way to learn about and experience Autodesk products. For instance, the Installation and Licensing Community hosted “Troubleshooting Desktop Subscription Licensing issues” webinar to give users the information they need to get the “software up and ready.”  The Autodesk Help webinar series is a virtual studio house, with regular, and in some cases weekly offerings.  Webinar attendance can be as high as 200 live attendees and videos posted online can reach over 5,000 views.

 

The webinars proactively target popular topic areas to address questions or in response to customer conversations surfaced elsewhere on the community. The webinars are purely for support and learning, providing customers with information that allows them to get products up and running quickly and provide a deep knowledge about functionality, with the ultimate goal of helping customers to optimize productivity and utility of their Autodesk software.  Over 50% of webinar attendees are repeat participants because they derive continued value from the webinar content.  Put into customer words, “The session was great, and I plan to attend as many as I can.  Although I am relatively proficient there is always something I can learn.”

 

Autodesk 4.png

Innovating with success measurement - The Gratitude Index:

 

Autodesk knew that having a better understanding of their customer sentiment, relative to competitors and known market leaders, was critical to a successful long-term social strategy. To achieve that goal, the company‘s global social media support team created the Gratitude Index, which is an algorithm based on keywords and the number of social mentions that contained specific words associated with gratitude, thanks, and appreciation. In other words, it was an actual measurement of customers expressing their gratitude for the support they received from the Autodesk Help team. The Gratitude Index is used to measure customer satisfaction and efficiency; a qualitative social ROI. The index has become a key metric for the team and is shared up to the highest leadership levels at Autodesk.  Currently, and consistently, Autodesk leads among other software companies and ranks among top brands from other industries.

 

Autodesk also uses key words to track customers that have expressed frustration and a negative sentiment. The @AutodeskHelp team works with these customers to solve issues and turn negative situations around, when possible, moving a frustrated customer to a delighted one. The challenging feedback is also used to inform how the team and Autodesk can better serve customers and surface potential problems on the horizon.   In fact, the negative feedback is embraced almost more tightly because there is rich insight that can be gleaned about how to improve the customer experience, from product purchase to usage, to renewal and repurchase.

 

It's Working:

 

Autodesk’s Total Community strategy is working, with a Klout Score of 85, they are in the top percentile of social influencers.  And, when customer detractors are engaged, Autodesk’s Help team converts at least twice as many as those who remain upset.

 

The strategy is embraced from the top down, as evidenced by a recent blog post by CEO Carl Bass who frequently participates in the Fusion 360 community as it is one of Autodesk’s strategic products.

 

Check out the Fusion 360 community and in particular, this recent blog from Carl that talks about building the product “hand-in-hand with the Fusion community,” along with a blog comment from one of the Expert Elites that states “I’ve seen so many examples where suggestions were heard, understood, refined, and implemented in an amazingly short time frame.”  This is exactly what Autodesk wants to achieve, to drive even greater levels of customer loyalty.

 

Autodesk 5.jpg

 

To celebrate these important milestones of Autodesk's Total Community success through our Expert Elite program and Help Webinars, we recently were nominated for a Forrester Groundswell award-- and we won!

 

Here's the video that accompanied this prestigious win:

 

(view in My Videos)

 

Status:
2015 Lithy Submission

Lithys 2015: Optimizely - Most Creative Community ...

By JaniceK

Lithys 2015: Optimizely - Most Creative Community Promotion or Launch

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-28-2015 01:47 PM - edited ‎05-02-2016 07:06 PM

Company: Optimizely Optimizely logo2.png

Entry submitted by: Amanda Swan (amanda_optly) Community Manager

Community: The Optiverse Community (https://community.optimizely.com/

Lithy category: Most Creative Community Promotion or Launch

 

Optimizely is the world's leading experience optimization platform, providing A/B testing, targeting and multichannel optimization for websites and mobile apps. The platform's ease of use and speed of deployment empowers organizations to conceive of and run experiments that help them make better data-inspired decisions. Optimizely meets the diverse needs of more than 8,000 customers looking to deliver connected experiences to their audiences across channels. To date, those customers have created and delivered more than 7 billion optimized visitor experiences. To learn more, visit optimizely.com.

 

The goal of our Community promotion

 

We live in an increasingly digital and fast-paced world. Much of our daily interaction now exists online. When we’re unsure, we resort to Google or Quora. When we need help, we file a support ticket and expect our question to be answered instantaneously. What’s the challenge with this reality? It’s easy to forget that real humans are answering our support tickets, or responding to our community discussions.

 

So, for the 1 year anniversary of Optimizely’s community, Optiverse, I want to showcase the talented and fearless people who participate in our community every day. I created a weeklong campaign that was centered around the most crucial part of any community: its members. The goals of the promotion were 1) to make our community members proud that they are a part of Optiverse, and 2) to increase awareness about our community and encourage new registrations.

 

Our promotion strategy

 

We sent a message to our top community contributors and asked them to take a picture of themselves holding a sign that follows the prompt: “I am _______.” Each of these individual photos were used to create a video that emphasizes the idea -- “the whole is greater than the sum of its parts.” Each unique community member has an impact on the success of the Optiverse.

 

To distribute the video, we sent an email to all existing Community members and a separate emails to our customer base who have not yet joined the Community. Each had a unique message and CTA. We used Optimizely to drive each segment to a personalized community landing page.

 

We gave each of the featured members their own “social pack” to make it easy for them to share on social networks. The pack included their photo, suggested tweets and LinkedIn posts.

 

Over the course of the week, Optimizely shared the journey of the Optiverse on Twitter. We shared some data highlights of the past year, but the main focus around the people (see screenshots below). We posted pictures of our VIPS alongside quotes about why they love the Optiverse. Typically, “year in review” campaigns are centered around all the statistics, data points, and numbers that convey success, so this approach was unique.

 

Finally, as an added incentive, we had a “birthday gift giveaway” running all week long for certain actions. As part of the week-long campaign, we were choosing random winners who posted, shared a testing story, or shared the community across social networks. This was a fun way to reward our top members and to involve those who aren’t always so active.

 

Promotion results

 

Over the course of the week, we saw large increases in posts, unique visitors, pageviews, and registrations. Here are a few results:

  • Engagement (posts + kudos) increased 125% as compared to an average week in the prior month.
  • Registrations increased 81% as compared to an average week in the prior month.
  • Page Views increased 66% as compared to an average week in the prior month.
  • Visits increased 71% as compared to an average week in the prior month.
  • Unique Visitors increased 75% as compared to an average week in the prior month.

 

Our video

 

Optimizely 1.png

Optimizely 2.png

 


Company: Optimizely Optimizely logo2.png

Entry submitted by: Amanda Swan (amanda_optly) Community Manager

Community: The Optiverse Community (https://community.optimizely.com/

Lithy category: Most Creative Community Promotion or Launch

 

Optimizely is the world's leading experience optimization platform, providing A/B testing, targeting and multichannel optimization for websites and mobile apps. The platform's ease of use and speed of deployment empowers organizations to conceive of and run experiments that help them make better data-inspired decisions. Optimizely meets the diverse needs of more than 8,000 customers looking to deliver connected experiences to their audiences across channels. To date, those customers have created and delivered more than 7 billion optimized visitor experiences. To learn more, visit optimizely.com.

 

The goal of our Community promotion

 

We live in an increasingly digital and fast-paced world. Much of our daily interaction now exists online. When we’re unsure, we resort to Google or Quora. When we need help, we file a support ticket and expect our question to be answered instantaneously. What’s the challenge with this reality? It’s easy to forget that real humans are answering our support tickets, or responding to our community discussions.

 

So, for the 1 year anniversary of Optimizely’s community, Optiverse, I want to showcase the talented and fearless people who participate in our community every day. I created a weeklong campaign that was centered around the most crucial part of any community: its members. The goals of the promotion were 1) to make our community members proud that they are a part of Optiverse, and 2) to increase awareness about our community and encourage new registrations.

 

Our promotion strategy

 

We sent a message to our top community contributors and asked them to take a picture of themselves holding a sign that follows the prompt: “I am _______.” Each of these individual photos were used to create a video that emphasizes the idea -- “the whole is greater than the sum of its parts.” Each unique community member has an impact on the success of the Optiverse.

 

To distribute the video, we sent an email to all existing Community members and a separate emails to our customer base who have not yet joined the Community. Each had a unique message and CTA. We used Optimizely to drive each segment to a personalized community landing page.

 

We gave each of the featured members their own “social pack” to make it easy for them to share on social networks. The pack included their photo, suggested tweets and LinkedIn posts.

 

Over the course of the week, Optimizely shared the journey of the Optiverse on Twitter. We shared some data highlights of the past year, but the main focus around the people (see screenshots below). We posted pictures of our VIPS alongside quotes about why they love the Optiverse. Typically, “year in review” campaigns are centered around all the statistics, data points, and numbers that convey success, so this approach was unique.

 

Finally, as an added incentive, we had a “birthday gift giveaway” running all week long for certain actions. As part of the week-long campaign, we were choosing random winners who posted, shared a testing story, or shared the community across social networks. This was a fun way to reward our top members and to involve those who aren’t always so active.

 

Promotion results

 

Over the course of the week, we saw large increases in posts, unique visitors, pageviews, and registrations. Here are a few results:

  • Engagement (posts + kudos) increased 125% as compared to an average week in the prior month.
  • Registrations increased 81% as compared to an average week in the prior month.
  • Page Views increased 66% as compared to an average week in the prior month.
  • Visits increased 71% as compared to an average week in the prior month.
  • Unique Visitors increased 75% as compared to an average week in the prior month.

 

Our video

 

Optimizely 1.png

Optimizely 2.png

 

Status:
2015 Lithy Submission

Lithys 2015: HP - Most Creative Community Promotio...

By JaniceK

Lithys 2015: HP - Most Creative Community Promotion or Launch

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-27-2015 10:48 PM - edited ‎05-02-2016 06:38 PM

Company: HP HP logo.png

Entry submitted by: Siobhan Flanigan (Siobhan) Social Customer Care

Community: HP Support Forums (http://h30434.www3.hp.com/)

Lithy category: Most Creative  Community Promotion or Launch

 

HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. With the broadest technology portfolio spanning printing, personal systems, software, services and IT infrastructure, HP delivers solutions for customers’ most complex challenges in every region of the world. More information about HP (NYSE: HPQ) is available at http://www.hp.com

 

The goal of our Community promotion

HP 1.png

Imagine being able to gather insights that saved your company a million dollars, got your senior vice president to actively promote your community, and spiked every key performance metric for the cost of a few pizzas.

 

HP achieves this with HP Expert Days. These virtual events held on the HP Support Forums let customers connect with the employees who designed their product or wrote the manual. 

 

Customers love the event because they have access to the brightest minds in HP and can get help on any question they have whether or not the product is in or out of warranty. In addition, they can learn new ways to use their products such as how to set up a wireless network to print or stream a program to their TV.  Also since the HP Support Forums are optimized for search engines, posts with answers are viewed around 2,000 times. This means that customers are able to view the answers long after the day has ended.

 

The HP Expert video explains what the event is by driving awareness.

 

Months before the event, HP creates the materials needed to promote the event. By working closely with marketing, HP promotes the event on key sites such as Twitter, Facebook, LinkedIn, Google+, Instagram, Pinterest and now YouTube.

 

HP 2.jpg

The most recent and important promotion is the HP Expert Day video.  A well-produced video increases information retention by 50% and speeds-up buying decisions by 72% over a print brochure.* Making a video on HP Expert Day was a critical way to improve customer’s understanding about what HP Expert Day is and why they should visit the community.

 

*Source: The Wharton School of Business at the University of Pennsylvania

 

The results

 

HP Expert Days impact every community metric tracked.

 

HP 3.png

HP Expert Days connects our most valuable employees with our customers. For customers, it means that they can get an unparalleled level of expertise, which increases customer loyalty. It’s not every day that customers want to buy employees a beer.

“Your advice worked - thanks. If you ever come to Denmark I'll buy you a beer.”

 

Here are some other comments community members made:

“Thanks!!! It worked!! YOU ROCK! LOVE HP!”

“Again, thank you. It is comforting to know that the forums provide an excellent source for information in resolving issues.”

“You've DONE IT!!!  You've managed to walk me through this mess….I thank you with all my heart.”

 

Our video

 

 


Company: HP HP logo.png

Entry submitted by: Siobhan Flanigan (Siobhan) Social Customer Care

Community: HP Support Forums (http://h30434.www3.hp.com/)

Lithy category: Most Creative  Community Promotion or Launch

 

HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. With the broadest technology portfolio spanning printing, personal systems, software, services and IT infrastructure, HP delivers solutions for customers’ most complex challenges in every region of the world. More information about HP (NYSE: HPQ) is available at http://www.hp.com

 

The goal of our Community promotion

HP 1.png

Imagine being able to gather insights that saved your company a million dollars, got your senior vice president to actively promote your community, and spiked every key performance metric for the cost of a few pizzas.

 

HP achieves this with HP Expert Days. These virtual events held on the HP Support Forums let customers connect with the employees who designed their product or wrote the manual. 

 

Customers love the event because they have access to the brightest minds in HP and can get help on any question they have whether or not the product is in or out of warranty. In addition, they can learn new ways to use their products such as how to set up a wireless network to print or stream a program to their TV.  Also since the HP Support Forums are optimized for search engines, posts with answers are viewed around 2,000 times. This means that customers are able to view the answers long after the day has ended.

 

The HP Expert video explains what the event is by driving awareness.

 

Months before the event, HP creates the materials needed to promote the event. By working closely with marketing, HP promotes the event on key sites such as Twitter, Facebook, LinkedIn, Google+, Instagram, Pinterest and now YouTube.

 

HP 2.jpg

The most recent and important promotion is the HP Expert Day video.  A well-produced video increases information retention by 50% and speeds-up buying decisions by 72% over a print brochure.* Making a video on HP Expert Day was a critical way to improve customer’s understanding about what HP Expert Day is and why they should visit the community.

 

*Source: The Wharton School of Business at the University of Pennsylvania

 

The results

 

HP Expert Days impact every community metric tracked.

 

HP 3.png

HP Expert Days connects our most valuable employees with our customers. For customers, it means that they can get an unparalleled level of expertise, which increases customer loyalty. It’s not every day that customers want to buy employees a beer.

“Your advice worked - thanks. If you ever come to Denmark I'll buy you a beer.”

 

Here are some other comments community members made:

“Thanks!!! It worked!! YOU ROCK! LOVE HP!”

“Again, thank you. It is comforting to know that the forums provide an excellent source for information in resolving issues.”

“You've DONE IT!!!  You've managed to walk me through this mess….I thank you with all my heart.”

 

Our video

 

 

Status:
2014 Lithy Submission

Lithys 2014: Google Glass - Most Creative Promotio...

By JaniceK

Company: Google Glass 

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead and Teresa Zazenski (tzazenski) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Most Creative Promotion or Launch 

 

Entry for I Am an Explorer video:

 

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On April 10, 2014, we announced that we would be expanding the Explorer Program. For one day on April 15, any adult living in the US would be able to buy Glass and become an Explorer.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

Our community of Explorers is the heart of our program, so for certain key Explorer Program milestones, we have invited our Explorers to share content with us that we used to create a community-driven launch video for our marketing efforts. These videos focus on the Explorers and show the world who makes up our community. They also show our Explorers how important they are to our team and to the program, especially in times of change: both milestones involved expansion of the Explorer Program. This makes the change a bit less scary and helps our veteran customers to welcome our new customers. We directly asked for new submissions in our community, and also used Lithium Social Web to identify additional Explorer content that fits into our theme.

 

 

I Am an Explorer [Through Google Glass] announced a new expansion of the Explorer Program where any adult in the US could become an Explorer for a limited time. This video showcases the diversity of our Explorers and shows some of the things that real Explorers do.

 

We were very pleased with the engagement that resulted from the campaign, and the finished product reflected our values and the heart of the Explorer Program.

 

Please see our entry for Digital Strategy Leader for more on the Explorer Program.

 

Business results

  •       Video was released on April 10, 2014 and has 108k views as of April 24, 2014 (live for 2 weeks).
  •       While submissions were open, the campaign was the 2nd most viewed and replied discussion in the community and received the most kudos by a margin of 61%.
  •       We additionally received qualitative positive feedback from our Explorers about the campaigns

 

 

 

 


Company: Google Glass 

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead and Teresa Zazenski (tzazenski) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Most Creative Promotion or Launch 

 

Entry for I Am an Explorer video:

 

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On April 10, 2014, we announced that we would be expanding the Explorer Program. For one day on April 15, any adult living in the US would be able to buy Glass and become an Explorer.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

Our community of Explorers is the heart of our program, so for certain key Explorer Program milestones, we have invited our Explorers to share content with us that we used to create a community-driven launch video for our marketing efforts. These videos focus on the Explorers and show the world who makes up our community. They also show our Explorers how important they are to our team and to the program, especially in times of change: both milestones involved expansion of the Explorer Program. This makes the change a bit less scary and helps our veteran customers to welcome our new customers. We directly asked for new submissions in our community, and also used Lithium Social Web to identify additional Explorer content that fits into our theme.

 

 

I Am an Explorer [Through Google Glass] announced a new expansion of the Explorer Program where any adult in the US could become an Explorer for a limited time. This video showcases the diversity of our Explorers and shows some of the things that real Explorers do.

 

We were very pleased with the engagement that resulted from the campaign, and the finished product reflected our values and the heart of the Explorer Program.

 

Please see our entry for Digital Strategy Leader for more on the Explorer Program.

 

Business results

  •       Video was released on April 10, 2014 and has 108k views as of April 24, 2014 (live for 2 weeks).
  •       While submissions were open, the campaign was the 2nd most viewed and replied discussion in the community and received the most kudos by a margin of 61%.
  •       We additionally received qualitative positive feedback from our Explorers about the campaigns

 

 

 

 

Status:
2014 Lithy Submission

Lithys 2014: Autodesk - Most Creative Promotion or...

By JaniceK

Lithys 2014: Autodesk - Most Creative Promotion or Launch

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-15-2014 01:07 PM - last edited on ‎04-28-2014 08:54 AM by Community Administrator Community Administrator

Company: Autodesk 

Entry submitted by: Michael Pascucci (MPascucci) Senior Community Engagement Manager

Community: Autodesk Community (http://forums.autodesk.com/)

Lithy category: Most Creative Promotion or Launch

 

Autodesk, Inc. is a leader in 3D design, engineering and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries use Autodesk software to design, visualize, and simulate their ideas before they're ever built or created. 

 

Like most software companies, Autodesk is focused on providing comprehensive solutions that our user base can rely on while also reaching new areas of the marketplace that were previously uncharted. Unlike other companies, Autodesk is also committed to reinventing our standard business model, moving away from standard licensing and into a flexible use anywhere, on any device, at anytime model.

 

With a very large portfolio of products, constant flow of acquisitions, emerging space in the consumer market, and increased access, our traditional support and feedback mechanisms no longer match our nontraditional business goals, nor are they able to keep up with the rapid customer base growth.

 

Lithium has provided us with an avenue to combat the above, providing a true peer-to-peer community space where users ask technical and subject matter related questions, share suggestions and answers, support overall product mastery, and collaborate on future product and service enhancement suggestions, all the while reducing the need for direct one-on-one support (forums) and Research and Development (ideastations).

 

 

In November 2013 the Autodesk Community site was rereleased, following an extensive redesign process which was supported by Lithium Professional Services.

 

 

The result was a new compelling, easy-to-use site & experience that: optimizes our customers' ability to help themselves as well as each other; accelerates collaboration and innovation with our products & services; enables easy content creation, curation and distribution; all the while extending customer relationships each other, and Autodesk as a whole.

 

Business Results

 

     

 

Video entry

 

This video was used as an internal resource to provide an overview of the background and future of the Autodesk Community. We distributed it to all employees during the marketing phase of the community launch, just prior to the public release in the beginning of November. 

 

Watch our videohttps://autodesk.box.com/s/lcod9ztxrxfm7jexjyfd

 

 


Company: Autodesk 

Entry submitted by: Michael Pascucci (MPascucci) Senior Community Engagement Manager

Community: Autodesk Community (http://forums.autodesk.com/)

Lithy category: Most Creative Promotion or Launch

 

Autodesk, Inc. is a leader in 3D design, engineering and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries use Autodesk software to design, visualize, and simulate their ideas before they're ever built or created. 

 

Like most software companies, Autodesk is focused on providing comprehensive solutions that our user base can rely on while also reaching new areas of the marketplace that were previously uncharted. Unlike other companies, Autodesk is also committed to reinventing our standard business model, moving away from standard licensing and into a flexible use anywhere, on any device, at anytime model.

 

With a very large portfolio of products, constant flow of acquisitions, emerging space in the consumer market, and increased access, our traditional support and feedback mechanisms no longer match our nontraditional business goals, nor are they able to keep up with the rapid customer base growth.

 

Lithium has provided us with an avenue to combat the above, providing a true peer-to-peer community space where users ask technical and subject matter related questions, share suggestions and answers, support overall product mastery, and collaborate on future product and service enhancement suggestions, all the while reducing the need for direct one-on-one support (forums) and Research and Development (ideastations).

 

 

In November 2013 the Autodesk Community site was rereleased, following an extensive redesign process which was supported by Lithium Professional Services.

 

 

The result was a new compelling, easy-to-use site & experience that: optimizes our customers' ability to help themselves as well as each other; accelerates collaboration and innovation with our products & services; enables easy content creation, curation and distribution; all the while extending customer relationships each other, and Autodesk as a whole.

 

Business Results

 

     

 

Video entry

 

This video was used as an internal resource to provide an overview of the background and future of the Autodesk Community. We distributed it to all employees during the marketing phase of the community launch, just prior to the public release in the beginning of November. 

 

Watch our videohttps://autodesk.box.com/s/lcod9ztxrxfm7jexjyfd

 

 

Status:
2014 Lithy Submission

Lithys 2014: ING Direct - Most Creative Promotion ...

By JaniceK

Lithys 2014: ING Direct - Most Creative Promotion or Launch

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2014 12:16 PM - edited ‎04-29-2014 02:58 PM

Company: ING Direct 

Entry submitted by: Nicolas Hun (nicolashunBrand Content and Social Media Manager

Community: Le Web Café ING Direct (https://communaute.ingdirect.fr/)

Lithy category: Most Creative Promotion or Launch

 

ING Direct has launched its Lithium community to give visibility and highlight the good relationship it has with its customers, but also to reduce the costs of customer relations mainly services by call.

 

In December 2013, ING Direct France, the leader of online banking in France, launched its Lithium community, "Le Web Café".

 

This community, 100% integrated in ingdirect.fr website enriches the existing ecosystem "Web Café" of the brand composed from a Facebook Page, a Twitter account and 2 physical coffees in Paris and Lyon.

 

It was really important for the brand to use the name of "Web Café" as "Web Café" is the link for all the places where clients and prospects can discuss and share each other and with ING Direct, but also to give a possibility for the clients to tell and share their satisfaction and good relation with the bank.

 

 

The Lithium community is composed of three bricks.

1) A forum where clients and prospects can directly and freely discuss with the bank's customers, allowing customers to share their experiences and expertise with the community.

2) A lab where members can test and share their ideas to improve and build the bank of tomorrow.

3) A blog to decrypt, give tips, and share all useful informations to members to complete their projects.

 

For the launch of the community, we produced a video explaining in detail the community created by the agency. This video respects ING Direct's graphical guidelines and is in line with ING Direct philosophy.

 

A voiceover presents all the sections of the website and all that would be possible to do. The tone is light, and reflects the state of mind and the positioning of the bank. On screen, we follow a discussion between François (a client) and Jeanne (a prospect) who wishes to learn how to join ING Direct.

 

VO : In principle, the atmosphere of a coffee is very different from that of a bank.

 

Maybe not that much after all. ING Direct creates its "WEB CAFÉ". A community where you can discuss, exchange and share with us your ideas.

 

In the "Web Café ", it is you who have the floor.

 

Finally, you and the whole community gathered around ING Direct.

There is a forum where you can ask questions or respond to those of other clients. It's by helping each other we make a difference.

 

Simple, isn't?

 

"Web Café " is also a blog: articles and analysis to help you save, invest or manage your budget.

In the blog you will find tips for your projects.

 

WEB CAFÉ is finally a lab where we create the services of tomorrow together​. You propose ideas, big or small, and we submit ours...

 

And you vote for the ones you prefer.

 

Share your ideas and together build the bank tomorrow

 

Join the ING Direct "Web Café " community now.​

 

The community is a real success. In 4 months, the community has about 2 800 active members and more than 73 000 unique visitors. 741 discussions have been raised and more than 270 ideas to improve the lives of customers and build the bank of tomorrow have been shared.

 

Our business results:

"Le Web Café", with more than 466 247 pageviews and 741 discussions.
69% - Topics posted by members generated reactions from other members.
45% - Topics posted by members received answers from other members.

21% - Discussions related to the category "Become a customer"
62% of these discussions are about the process

 

Watch our launch video here: 

 


Company: ING Direct 

Entry submitted by: Nicolas Hun (nicolashunBrand Content and Social Media Manager

Community: Le Web Café ING Direct (https://communaute.ingdirect.fr/)

Lithy category: Most Creative Promotion or Launch

 

ING Direct has launched its Lithium community to give visibility and highlight the good relationship it has with its customers, but also to reduce the costs of customer relations mainly services by call.

 

In December 2013, ING Direct France, the leader of online banking in France, launched its Lithium community, "Le Web Café".

 

This community, 100% integrated in ingdirect.fr website enriches the existing ecosystem "Web Café" of the brand composed from a Facebook Page, a Twitter account and 2 physical coffees in Paris and Lyon.

 

It was really important for the brand to use the name of "Web Café" as "Web Café" is the link for all the places where clients and prospects can discuss and share each other and with ING Direct, but also to give a possibility for the clients to tell and share their satisfaction and good relation with the bank.

 

 

The Lithium community is composed of three bricks.

1) A forum where clients and prospects can directly and freely discuss with the bank's customers, allowing customers to share their experiences and expertise with the community.

2) A lab where members can test and share their ideas to improve and build the bank of tomorrow.

3) A blog to decrypt, give tips, and share all useful informations to members to complete their projects.

 

For the launch of the community, we produced a video explaining in detail the community created by the agency. This video respects ING Direct's graphical guidelines and is in line with ING Direct philosophy.

 

A voiceover presents all the sections of the website and all that would be possible to do. The tone is light, and reflects the state of mind and the positioning of the bank. On screen, we follow a discussion between François (a client) and Jeanne (a prospect) who wishes to learn how to join ING Direct.

 

VO : In principle, the atmosphere of a coffee is very different from that of a bank.

 

Maybe not that much after all. ING Direct creates its "WEB CAFÉ". A community where you can discuss, exchange and share with us your ideas.

 

In the "Web Café ", it is you who have the floor.

 

Finally, you and the whole community gathered around ING Direct.

There is a forum where you can ask questions or respond to those of other clients. It's by helping each other we make a difference.

 

Simple, isn't?

 

"Web Café " is also a blog: articles and analysis to help you save, invest or manage your budget.

In the blog you will find tips for your projects.

 

WEB CAFÉ is finally a lab where we create the services of tomorrow together​. You propose ideas, big or small, and we submit ours...

 

And you vote for the ones you prefer.

 

Share your ideas and together build the bank tomorrow

 

Join the ING Direct "Web Café " community now.​

 

The community is a real success. In 4 months, the community has about 2 800 active members and more than 73 000 unique visitors. 741 discussions have been raised and more than 270 ideas to improve the lives of customers and build the bank of tomorrow have been shared.

 

Our business results:

"Le Web Café", with more than 466 247 pageviews and 741 discussions.
69% - Topics posted by members generated reactions from other members.
45% - Topics posted by members received answers from other members.

21% - Discussions related to the category "Become a customer"
62% of these discussions are about the process

 

Watch our launch video here: 

 

Status:
2014 Lithy Submission

Lithys 2014: Google Glass - Most Creative Promotio...

By JaniceK

Company: Google Glass 

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead and Teresa Zazenski (tzazenski) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Most Creative Promotion or Launch 

 

Entry for 50 States video:

 

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On October 12, 2013, we announced that we would be expanding the Explorer Program. Customers would be able to refer up to three friends to buy Glass and join the Explorer Program.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

Our community of Explorers is the heart of our program, so for certain key Explorer Program milestones, we have invited our Explorers to share content with us that we used to create a community-driven launch video for our marketing efforts. These videos focus on the Explorers and show the world who makes up our community. They also show our Explorers how important they are to our team and to the program, especially in times of change: both milestones involved expansion of the Explorer Program. This makes the change a bit less scary and helps our veteran customers to welcome our new customers. We directly asked for new submissions in our community, and also used Lithium Social Web to identify additional Explorer content that fits into our theme.

 

50 States [Through Google Glass] announced the launch of Explorer referrals, where each Explorer was allowed to invite 3 friends to join the Explorer Program. Explorers had been asking for invitations, and were also a key driving force in bringing new Explorers to the program. We wanted to illustrate the diversity of our Explorers and thank them for their feedback and participation. The creation of this video also was an experiment to see what would happen if we asked our Explorers for help: would we see increased engagement?

 

 

We were very pleased with the engagement that resulted from the campaign, and the finished product reflected our values and the heart of the Explorer Program. We saw a dramatic increase in community engagement during the campaign. When we were falling short of our goal to get a video from each state, our community rallied to find customers in the missing states, demonstrating their deep engagement and passion. We eventually received the 50th state shortly after the official end of the campaign, in time to include all 50 states in the final compilation.

 

  •       Video was released on October 12, 2013 and has 128k views as of April 24, 2014 (live for 6 months).
  •       For all community members who viewed the call to action, we saw a submission rate of 18%.
  •       While we were taking submissions, we observed a 7x boost in community engagement, with a 21% increase in engagement from key customers.
  •       Our stated goal was to obtain submissions from each state in the US within two weeks. We achieved 49 of 50 by the end of the campaign, with the 50th state arriving the following week, in time to be included in the final video compilation.

 

 


Company: Google Glass 

Entry submitted by: Sarah Price (sarahprice) Social Media & Community Lead and Teresa Zazenski (tzazenski) Community Manager

Community: Glass Explorers Program (http://glass-community.com)

Lithy category: Most Creative Promotion or Launch 

 

Entry for 50 States video:

 

 

The Glass Explorers Program started in April 2013. We made Glass available to bold, creative individuals from different walks of life to help shape the future of Glass. People don’t just buy Glass, they become a “Glass Explorer.” Through the Explorers Program, we seek to empower our customer community to introduce the world to Glass and share their feedback to make Glass better.

 

On October 12, 2013, we announced that we would be expanding the Explorer Program. Customers would be able to refer up to three friends to buy Glass and join the Explorer Program.

 

There are countless public fan communities for Glass, but our official community is hosted by Lithium, with private discussion areas restricted to Glass Explorers. This enables customers to have open and honest conversations about Glass and the Explorer Program. Our team uses our Lithium community to get direct feedback and input from our Explorers in many ways, including through a “Glass Wishlist” ideation board. We also use Lithium Social Web to monitor and engage with feedback and Explorer-created content across the web.

 

Our community of Explorers is the heart of our program, so for certain key Explorer Program milestones, we have invited our Explorers to share content with us that we used to create a community-driven launch video for our marketing efforts. These videos focus on the Explorers and show the world who makes up our community. They also show our Explorers how important they are to our team and to the program, especially in times of change: both milestones involved expansion of the Explorer Program. This makes the change a bit less scary and helps our veteran customers to welcome our new customers. We directly asked for new submissions in our community, and also used Lithium Social Web to identify additional Explorer content that fits into our theme.

 

50 States [Through Google Glass] announced the launch of Explorer referrals, where each Explorer was allowed to invite 3 friends to join the Explorer Program. Explorers had been asking for invitations, and were also a key driving force in bringing new Explorers to the program. We wanted to illustrate the diversity of our Explorers and thank them for their feedback and participation. The creation of this video also was an experiment to see what would happen if we asked our Explorers for help: would we see increased engagement?

 

 

We were very pleased with the engagement that resulted from the campaign, and the finished product reflected our values and the heart of the Explorer Program. We saw a dramatic increase in community engagement during the campaign. When we were falling short of our goal to get a video from each state, our community rallied to find customers in the missing states, demonstrating their deep engagement and passion. We eventually received the 50th state shortly after the official end of the campaign, in time to include all 50 states in the final compilation.

 

  •       Video was released on October 12, 2013 and has 128k views as of April 24, 2014 (live for 6 months).
  •       For all community members who viewed the call to action, we saw a submission rate of 18%.
  •       While we were taking submissions, we observed a 7x boost in community engagement, with a 21% increase in engagement from key customers.
  •       Our stated goal was to obtain submissions from each state in the US within two weeks. We achieved 49 of 50 by the end of the campaign, with the 50th state arriving the following week, in time to be included in the final video compilation.

 

 

Status:
2014 Lithy Submission

Lithys 2014: Spotify- Most Creative Promotion or L...

By JaniceK

Lithys 2014: Spotify- Most Creative Promotion or Launch

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-01-2014 10:13 PM - edited ‎04-29-2014 03:03 PM

Company: Spotify 
Entry submitted by: Meredith Humphrey (Meredith) Community Manager

Community: The Spotify Community (Community.spotify.com

Lithy category: Most Creative Promotion or Launch

 

Spotify is a music streaming service based in Stockholm, Sweden that is currently available in over 55 markets. With over 24 million active users and over 6 million paying subscribers, our customers use Spotify to discover, share, listen, and organize their music.

 

This growing customer base has also meant a need for various customer support channels since Spotify’s launch in 2008. In February 2012 we launched our Spotify Community with Lithium and now have over  200,000 registered users. Our Community is now top source for customers with queries on everything from their account to device troubleshooting, maintenance, product feedback, and music discussion.

 

Since the launch of the Community in 2012 up until mid-2013 we also had a core group of around 20 Super Users. These included users that were newly, currently and formerly active across the boards.

 

Our main focus for the past year was encouraging the growth of our Super Users across the Community so that self-help was promoted across the forums as we continue to look toward Spotify’s future growth. 

 

 

We’ve always taken great effort to reward the Super Users that make their way to the Spotify Community.

 

Using Lithium’s metrics, we determine the Top 10 Super Users each month and recognize them in our Community Blog. These Top Contributors are rewarded with anything from Spotify merchandise, a month of free Premium, a blog post on our official news site, and branded playlists. 

 

Those Super Users are also invited for other perks including Skype calls with team leaders for Q&A sessions, access to early version of updates, and direct emails to some Spotify.

 

However, we knew in 2013 that there was still a large untapped group of users that would make great additions to our Spotify’s Super User team. With close to over 200,000 registered users there was clearly room for improvement and retention with interested users.

 

We also knew that our Lithium Community was the place to find these brand advocates and Super Users that are vital the future of Spotify’s support channels.  

 

In an effort to not only encourage new Super Users to become active, but also to raise awareness of Spotify’s Community and praise the efforts of our current Super Users in 2014, we established the Rock Stars Program in November 2013

 

 

"The Rock Stars Program is really an extension of what we were already doing organically over the years. Since we've made it something more concrete, we've seen a massive increase in the funnel of new Super Users in our community. We're grateful to have so many new fans who are passionate about our brand and helping people." – Rorey Jones, Spotify Global Community Manager

 

Previously, when Moderators reached out to welcome users that stood out in their accepted solutions, kudos and post count it became clear the benefits of being of a Super User were intangible and difficult to grasp. 

 

Thanks to the Rock Stars Program (RSP), all the benefits of being a Super User are now visible to everyone—not just the Super Users already getting perks.

 

The Rock Stars Program is a three-tier system: Registered Users, Rising Stars, and Rock Stars.

 

The first step in the program invites all registered users to simply start posting. They can then rank up 26 different music-themed positions as they start participating in the Community. Our ranks were adjusted to go from “Newbie” and “Casual Listener” up another 26 musical ranks, including “Gig Goer”, “Festival VIP”, “Garage Band”, Radio Producer”, “Singer” and at the top “Senior Producer”.

 

Users that are gaining kudos, writing accepted solutions, getting to know staff and bringing a great disposition to the forums are then invited to be Rising Stars. For three months these users are given access to a few private boards, meet the staff, and start learning more about Spotify.

 

At the end of three-month period they can be invited to be Rock Stars—the rank given to top group of Super Users.

 

Rock Stars are defined as users that are actively helping other customers, gaining kudos, posting accepted solutions, and establishing relationships with Moderators. In the RSP, Rock Stars have a rank structure as well—they can rank from “Label Star” up another 14 ranks to “Musical Legend”. Finally, Rock Stars that slowed in participation and left the community are retired as “Veterans”.

 

Once a Rock Star, there are different roles users can take as a member of “the band”: The Fun Master, The Protector of Newbs, Community Yoda, The Ideas Guardian, The Blog Maverick.

 

When we launched the RSP we invited our established Super Users to join as Rock Stars right away. We then invited some new users to join as Rising Stars so they could learn a bit more before gaining all the Rock Star perks.

 

The public, tiered structure the RSP provides has given users an incentive to start participating, getting to know staff and increasing their overall presence in the forums. 

 

When comparing the month after the launch (November) and the second month after the launch (December), our Accepted Solutions were up by 19% to 611 while Completed Registrations were up 18% to 12,264 from Dec 7, 2013 to Jan 7, 2014.

 

Our Overall Topics also increased by 11% while Logins and Overall Posts increased by 5% and 6% respectively.

 

Since the launch of the RSP not only have we seen not only a jump in the User Sessions per month by 4% to 3,869,869 and Searches by Users up 27% to 60,303--but we’ve seen an increase in the post frequency and quality from best top Rock Stars.

 

At the end of the first three months we nominated four of our Rising Stars to become Rock Stars. We then initiated another six Rising Stars to the program.

 

Our top Rock Star Peter has increased his post count by 20%--now averaging 85 posts a day. Marco has been a consistent top 10 Super User for years and has increased his post count by 169%. 

 

With these results just four months after the launch, our team is eager to see what a full year of the program will bring.  Our ever-expanding Spotify user base means the need for knowledgeable, supportive Super Users is become more vital to our Customer Service future and we want the Rock Star Program to be at the center of the Community.

 

To give you a proper tour of our Rock Star Program, let us introduce the Spotify Community Moderator Greg.  He’ll take you through the register user’s journey through our Community and into the Rock Star Program. See you backstage. 

 

Watch video here: 

https://www.dropbox.com/s/4cwsu93abq3by8i/LithyProgramLaunchSpotify.mp4

 

 

 


Company: Spotify 
Entry submitted by: Meredith Humphrey (Meredith) Community Manager

Community: The Spotify Community (Community.spotify.com

Lithy category: Most Creative Promotion or Launch

 

Spotify is a music streaming service based in Stockholm, Sweden that is currently available in over 55 markets. With over 24 million active users and over 6 million paying subscribers, our customers use Spotify to discover, share, listen, and organize their music.

 

This growing customer base has also meant a need for various customer support channels since Spotify’s launch in 2008. In February 2012 we launched our Spotify Community with Lithium and now have over  200,000 registered users. Our Community is now top source for customers with queries on everything from their account to device troubleshooting, maintenance, product feedback, and music discussion.

 

Since the launch of the Community in 2012 up until mid-2013 we also had a core group of around 20 Super Users. These included users that were newly, currently and formerly active across the boards.

 

Our main focus for the past year was encouraging the growth of our Super Users across the Community so that self-help was promoted across the forums as we continue to look toward Spotify’s future growth. 

 

 

We’ve always taken great effort to reward the Super Users that make their way to the Spotify Community.

 

Using Lithium’s metrics, we determine the Top 10 Super Users each month and recognize them in our Community Blog. These Top Contributors are rewarded with anything from Spotify merchandise, a month of free Premium, a blog post on our official news site, and branded playlists. 

 

Those Super Users are also invited for other perks including Skype calls with team leaders for Q&A sessions, access to early version of updates, and direct emails to some Spotify.

 

However, we knew in 2013 that there was still a large untapped group of users that would make great additions to our Spotify’s Super User team. With close to over 200,000 registered users there was clearly room for improvement and retention with interested users.

 

We also knew that our Lithium Community was the place to find these brand advocates and Super Users that are vital the future of Spotify’s support channels.  

 

In an effort to not only encourage new Super Users to become active, but also to raise awareness of Spotify’s Community and praise the efforts of our current Super Users in 2014, we established the Rock Stars Program in November 2013

 

 

"The Rock Stars Program is really an extension of what we were already doing organically over the years. Since we've made it something more concrete, we've seen a massive increase in the funnel of new Super Users in our community. We're grateful to have so many new fans who are passionate about our brand and helping people." – Rorey Jones, Spotify Global Community Manager

 

Previously, when Moderators reached out to welcome users that stood out in their accepted solutions, kudos and post count it became clear the benefits of being of a Super User were intangible and difficult to grasp. 

 

Thanks to the Rock Stars Program (RSP), all the benefits of being a Super User are now visible to everyone—not just the Super Users already getting perks.

 

The Rock Stars Program is a three-tier system: Registered Users, Rising Stars, and Rock Stars.

 

The first step in the program invites all registered users to simply start posting. They can then rank up 26 different music-themed positions as they start participating in the Community. Our ranks were adjusted to go from “Newbie” and “Casual Listener” up another 26 musical ranks, including “Gig Goer”, “Festival VIP”, “Garage Band”, Radio Producer”, “Singer” and at the top “Senior Producer”.

 

Users that are gaining kudos, writing accepted solutions, getting to know staff and bringing a great disposition to the forums are then invited to be Rising Stars. For three months these users are given access to a few private boards, meet the staff, and start learning more about Spotify.

 

At the end of three-month period they can be invited to be Rock Stars—the rank given to top group of Super Users.

 

Rock Stars are defined as users that are actively helping other customers, gaining kudos, posting accepted solutions, and establishing relationships with Moderators. In the RSP, Rock Stars have a rank structure as well—they can rank from “Label Star” up another 14 ranks to “Musical Legend”. Finally, Rock Stars that slowed in participation and left the community are retired as “Veterans”.

 

Once a Rock Star, there are different roles users can take as a member of “the band”: The Fun Master, The Protector of Newbs, Community Yoda, The Ideas Guardian, The Blog Maverick.

 

When we launched the RSP we invited our established Super Users to join as Rock Stars right away. We then invited some new users to join as Rising Stars so they could learn a bit more before gaining all the Rock Star perks.

 

The public, tiered structure the RSP provides has given users an incentive to start participating, getting to know staff and increasing their overall presence in the forums. 

 

When comparing the month after the launch (November) and the second month after the launch (December), our Accepted Solutions were up by 19% to 611 while Completed Registrations were up 18% to 12,264 from Dec 7, 2013 to Jan 7, 2014.

 

Our Overall Topics also increased by 11% while Logins and Overall Posts increased by 5% and 6% respectively.

 

Since the launch of the RSP not only have we seen not only a jump in the User Sessions per month by 4% to 3,869,869 and Searches by Users up 27% to 60,303--but we’ve seen an increase in the post frequency and quality from best top Rock Stars.

 

At the end of the first three months we nominated four of our Rising Stars to become Rock Stars. We then initiated another six Rising Stars to the program.

 

Our top Rock Star Peter has increased his post count by 20%--now averaging 85 posts a day. Marco has been a consistent top 10 Super User for years and has increased his post count by 169%. 

 

With these results just four months after the launch, our team is eager to see what a full year of the program will bring.  Our ever-expanding Spotify user base means the need for knowledgeable, supportive Super Users is become more vital to our Customer Service future and we want the Rock Star Program to be at the center of the Community.

 

To give you a proper tour of our Rock Star Program, let us introduce the Spotify Community Moderator Greg.  He’ll take you through the register user’s journey through our Community and into the Rock Star Program. See you backstage. 

 

Watch video here: 

https://www.dropbox.com/s/4cwsu93abq3by8i/LithyProgramLaunchSpotify.mp4

 

 

 

Status:
2015 Lithy Submission

Lithys 2015: StarHub - Most Creative Community Pro...

By JaniceK

Lithys 2015: StarHub - Most Creative Community Promotion or Launch

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-25-2015 04:14 PM - edited ‎05-02-2016 07:14 PM

Company: StarHub StarHub logo.jpg

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

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

Lithy category: Most Creative Community Promotion or Launch

 

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.

 

The goal of our Community milestone promotion

 

The original advocate programme, called Sparklers Club, was launched in 2013 and it was a success with over 40 advocates. Not only were the members active in helping others, they are also our product trialists, beta testers, bloggers, market research respondents, advisors and co-creators. They were also helping us to avert social media crises and ward off social media trolls and bullies. To sample the Sparklers Club, please visit http://community.starhub.com/t5/General-Discussions-Community/We-want-YOU-for-our-Sparklers-Club/m-p...

 

However, we wanted a smaller group of super-active advocates to make the programme even more exclusive.  Hence, we redesigned the advocate programme, featuring three different types of advocates. The Superstars are the top three advocates and others who made waves via the gamification engine are Rockstars.  A different category called Heroes were created for their contribution of interesting content such as blogs, or creating interest groups or contests.    

 StarHub 1.jpg

The goal of this new Community milestone promotion was to relaunch the StarHub Community advocates effort. We called it the StarHub Community All-Stars Programme.  http://community.starhub.com/t5/Latest-Contests-and-What-s-New/Meet-StarHub-Community-s-top-contribu...

 

To gain some insight for the campaign, we interviewed the advocates to understand better their motivations for helping others. The top three advocates, for instance, spent 3,800 hours on the Community helping others! However, they could not explain why they spent so much time doing so. However, when we showed them the carefully crafted Manifesto, they could immediately identify with the statements. We concluded that they truly believe they are making a difference to the Community, to the company and to the world, with a spirit of altruism.

 StarHub 2.jpg

The new Community tagline was aptly changed to “The Community Run by You” to credit the advocates who passionately run and drive StarHub Community. Besides the new tagline, a new gamification badge system  http://community.starhub.com/t5/badges/userbadgespage/user-id/10764/page/1 and a new landing page http://community.starhub.com were created to support the entire new advocate branding programme.

 

StarHub 3.png


Our promotion strategy

 

We took the first step to let the company know more about our advocate programme. The top 3 advocates (Superstars) on StarHub Community were recognised at StarHub’s internal Staff Comms Session which was attended by hundreds of StarHub employees. Our CEO, Mr Tan Tong Hai, presented certificates of appreciation to them on the stage and shared their contributions with the whole organisation. The crowd cheered, applauded and stood up for our superusers!

 

StarHub 4.jpg

Next, we identified the advocates from the 4th to 10th positions (Rockstars) and special contributors (Heroes). We consolidated all their profiles (Superstars included) and assigned custom gamification badges to each advocate based on their skill sets and contributions.

 

StarHub 5.jpg

StarHub 6.jpg

Each of them was given a write-up for the Community to get to know them better.  http://community.starhub.com/t5/Latest-Contests-and-What-s-New/Meet-StarHub-Community-s-top-contribu...

 

An offline event was planned to celebrate the new Community programme’s re-launch. The objective of the promotion campaign was to make our advocates feel like they are superstars. In line with the superstars or superhero theme, we booked the Mint Museum of Toys for the event and advocates were encouraged to dress up as superheroes for the event.

 

StarHub 7.jpg

 

A creative name #SCREAM14 was given to the event (#SCREAM14 = StarHub Community Reunion Event for Advocates and Members). Specially designed posters, tote bags and “trophies” were created for the event. Watch this video to see what happened at the event:

[video]

StarHub 8.jpg

 

Our promotion results

 

The #SCREAM14 event was a success!  Since our theme was Superheroes, several advocates came dressed in costumes and some even brought their own props!

 

During the event, each member was given a customised trophy in recognition of their contribution to the community. Many of them proudly display them in their offices.

 StarHub 9.jpg

The group was also given an exclusive preview of an upcoming revamp of the StarHub Community landing page for their feedback. In so doing, they are made to feel that they are the co-creators of the revamped StarHub Community.

 

As the event happened on the birthday of our top advocate (@IncTEh), we took the opportunity to celebrate his birthday together with another member who is also an October baby.

 

StarHub 10.png

At the end of the event, we let our hair down, broke out into smaller groups and lingered way past the event’s end time. There were no agendas—just casual conversations about life, work and everything else. It was a great way to unwind even though it was a Thursday night.

 

The StarHub Community All-Stars programme public post went “live” right after the event, announcing the criteria for joining and the list of those in this group.

 

The result of this campaign is that the advocates were made aware of the fact that they are deeply treasured by the company, that they helped to win several industry awards and the Community now knows who run the Community. StarHub once again lived up to its promise of delivering “Power to the People”!   

 

StarHub 11 revised.jpg

 

Video entry:

[video]

 

 


Company: StarHub StarHub logo.jpg

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

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

Lithy category: Most Creative Community Promotion or Launch

 

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.

 

The goal of our Community milestone promotion

 

The original advocate programme, called Sparklers Club, was launched in 2013 and it was a success with over 40 advocates. Not only were the members active in helping others, they are also our product trialists, beta testers, bloggers, market research respondents, advisors and co-creators. They were also helping us to avert social media crises and ward off social media trolls and bullies. To sample the Sparklers Club, please visit http://community.starhub.com/t5/General-Discussions-Community/We-want-YOU-for-our-Sparklers-Club/m-p...

 

However, we wanted a smaller group of super-active advocates to make the programme even more exclusive.  Hence, we redesigned the advocate programme, featuring three different types of advocates. The Superstars are the top three advocates and others who made waves via the gamification engine are Rockstars.  A different category called Heroes were created for their contribution of interesting content such as blogs, or creating interest groups or contests.    

 StarHub 1.jpg

The goal of this new Community milestone promotion was to relaunch the StarHub Community advocates effort. We called it the StarHub Community All-Stars Programme.  http://community.starhub.com/t5/Latest-Contests-and-What-s-New/Meet-StarHub-Community-s-top-contribu...

 

To gain some insight for the campaign, we interviewed the advocates to understand better their motivations for helping others. The top three advocates, for instance, spent 3,800 hours on the Community helping others! However, they could not explain why they spent so much time doing so. However, when we showed them the carefully crafted Manifesto, they could immediately identify with the statements. We concluded that they truly believe they are making a difference to the Community, to the company and to the world, with a spirit of altruism.

 StarHub 2.jpg

The new Community tagline was aptly changed to “The Community Run by You” to credit the advocates who passionately run and drive StarHub Community. Besides the new tagline, a new gamification badge system  http://community.starhub.com/t5/badges/userbadgespage/user-id/10764/page/1 and a new landing page http://community.starhub.com were created to support the entire new advocate branding programme.

 

StarHub 3.png


Our promotion strategy

 

We took the first step to let the company know more about our advocate programme. The top 3 advocates (Superstars) on StarHub Community were recognised at StarHub’s internal Staff Comms Session which was attended by hundreds of StarHub employees. Our CEO, Mr Tan Tong Hai, presented certificates of appreciation to them on the stage and shared their contributions with the whole organisation. The crowd cheered, applauded and stood up for our superusers!

 

StarHub 4.jpg

Next, we identified the advocates from the 4th to 10th positions (Rockstars) and special contributors (Heroes). We consolidated all their profiles (Superstars included) and assigned custom gamification badges to each advocate based on their skill sets and contributions.

 

StarHub 5.jpg

StarHub 6.jpg

Each of them was given a write-up for the Community to get to know them better.  http://community.starhub.com/t5/Latest-Contests-and-What-s-New/Meet-StarHub-Community-s-top-contribu...

 

An offline event was planned to celebrate the new Community programme’s re-launch. The objective of the promotion campaign was to make our advocates feel like they are superstars. In line with the superstars or superhero theme, we booked the Mint Museum of Toys for the event and advocates were encouraged to dress up as superheroes for the event.

 

StarHub 7.jpg

 

A creative name #SCREAM14 was given to the event (#SCREAM14 = StarHub Community Reunion Event for Advocates and Members). Specially designed posters, tote bags and “trophies” were created for the event. Watch this video to see what happened at the event:

[video]

StarHub 8.jpg

 

Our promotion results

 

The #SCREAM14 event was a success!  Since our theme was Superheroes, several advocates came dressed in costumes and some even brought their own props!

 

During the event, each member was given a customised trophy in recognition of their contribution to the community. Many of them proudly display them in their offices.

 StarHub 9.jpg

The group was also given an exclusive preview of an upcoming revamp of the StarHub Community landing page for their feedback. In so doing, they are made to feel that they are the co-creators of the revamped StarHub Community.

 

As the event happened on the birthday of our top advocate (@IncTEh), we took the opportunity to celebrate his birthday together with another member who is also an October baby.

 

StarHub 10.png

At the end of the event, we let our hair down, broke out into smaller groups and lingered way past the event’s end time. There were no agendas—just casual conversations about life, work and everything else. It was a great way to unwind even though it was a Thursday night.

 

The StarHub Community All-Stars programme public post went “live” right after the event, announcing the criteria for joining and the list of those in this group.

 

The result of this campaign is that the advocates were made aware of the fact that they are deeply treasured by the company, that they helped to win several industry awards and the Community now knows who run the Community. StarHub once again lived up to its promise of delivering “Power to the People”!   

 

StarHub 11 revised.jpg

 

Video entry:

[video]

 

 

Status:
2014 Lithy Submission

Lithys 2014: Vodafone Espana - Most Creative Promo...

By JaniceK

Lithys 2014: Vodafone Espana - Most Creative Promotion or Launch

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-01-2014 03:05 PM - edited ‎04-29-2014 03:01 PM

Company: Vodafone Espana 

Entry submitted by: Zaira Pérez (Zperezp) Specialist, Self Management Channel

Community: Foro Vodafone (http://foro.vodafone.es)

Lithy category: Support Savings MVP

 

Vodafone Spain's aim is to provide best in class service to our customers with innovative and great value added offers and products. Vodafone Spain eForum Community serves the needs for those customers after product acquisition in order to provide a great experience and exploitation of their devices & acquired services. 

 

Lithium provides Vodafone Spain the channel to enable direct communication with customers in order to satisfy their queries and incident resolution. At the same time, we provide customers with a Knowledge Center with loads of Tutorials and tips to engage and improve their mobile devices and DSL connection.

 

Our Vodafone Spain Heroes Programme is focused on acquisition of new Community Members and Moderators outside the company employees to enable a real 2.0. approach.  Vodafone Spain Heroes is created with the intention to enable a Community where users can compete to get new badges and powers while they help each other solve their queries.

 

Since the Programme started back in November 2013, “Vodafone Heroes Programme” participants drove over 10k new interactions within the Vodafone Spain and over 25 contestants actively help out other users. A great amount of kudos and new accepted solutions have been originated from those answers and users keep on recommending the Programme to their friends.

 

More about the Vodafone Spain Heroes Programme 

 

Our Vodafone Spain Heroes Programme is focused on acquisition of new Community Members and Moderators outside the company employees to enable a real 2.0. approach.  Vodafone Spain Heroes is created with the intention to enable a Community where users can compete to get new badges and powers while they help each other solve their queries.

 

This gamification programme not only encourages greater customer/users participation but also promotes new useful content creation. Those new interactinos and contents also engage user self-management and product knowledge. This enables great Community growth for Vodafone Spain eForum users as a support channel to get helpful and resolutive answers providing internal KPIs a real boost.

 

Vodafone Spain Heroes Programme is closely monitored on a weekly basis by the Spain Community Managers who provide Heroes with guidance and one-to-one follow up on their adventure. The Programme includes 3 role categories (Vodafone Hero Apprentice, Vodafone Hero and Vodafone SuperHero) and 4 power badges (speed, wisdom, aim and creation) that allow users to possess different strengths.

 

Programme is based on nomination of weekly winners for each power badge providing users with exclusive benefits and privileges as they get Points of power along with their nominations. Benefits are also related with fame and pride such as allowing users to moderate or ban other users as well as collaborating on official content creation published within Vodafone sites. There is a Points of Power catalogue accessible to the users once they enter the programme where users can redeem and select their desired prizes. Offer range is very wide not only offering goods but also “benefits” and events participation or pride recognition.

 

Any Vodafone Spain eForum registered user is eligible to participate on the Heroes Programme. Users need to pass the initial challenge to get their first “hero Apprentice” badge and from then, new badges unlocked will move users up in the scale of roles. Once a user reaches to unlock the 4 badges, they are appointed Vodafone Superheroes.

 

At Vodafone, we truly think we deserve to become Lithys winners as this Programme has evolved and demonstrated the value of the Vodafone eForum community. Since the Programme started back in November 2013, “Vodafone Heroes Programme” participants drove over 10k new interactions within the Vodafone Spain and over 25 contestants actively help out other users. A great amount of Kudos and new accepted solutions have been originated from those answers and users keep on recommending the Programme to their friends.

 

Vodafone video: 

 

Video script summary: Access now to the Community and solve any doubt about Vodafone services. Discover the news and experience the feeling of becoming a hero. Help other users to build the eForum Vodafone Community. Take part in the day-to-day new VR (virtual Reality) of the Vodafone Spain Community! Earn new Power points and become stranger competing against other heroes to get the power badges first! Do not forget to review the gift catalogue and redeem your earned power points. Sign up in Foro Vodafone, get in contact with a community administrator and start to enjoy the new Vodafone Spain VR.

 

 

 

 


Company: Vodafone Espana 

Entry submitted by: Zaira Pérez (Zperezp) Specialist, Self Management Channel

Community: Foro Vodafone (http://foro.vodafone.es)

Lithy category: Support Savings MVP

 

Vodafone Spain's aim is to provide best in class service to our customers with innovative and great value added offers and products. Vodafone Spain eForum Community serves the needs for those customers after product acquisition in order to provide a great experience and exploitation of their devices & acquired services. 

 

Lithium provides Vodafone Spain the channel to enable direct communication with customers in order to satisfy their queries and incident resolution. At the same time, we provide customers with a Knowledge Center with loads of Tutorials and tips to engage and improve their mobile devices and DSL connection.

 

Our Vodafone Spain Heroes Programme is focused on acquisition of new Community Members and Moderators outside the company employees to enable a real 2.0. approach.  Vodafone Spain Heroes is created with the intention to enable a Community where users can compete to get new badges and powers while they help each other solve their queries.

 

Since the Programme started back in November 2013, “Vodafone Heroes Programme” participants drove over 10k new interactions within the Vodafone Spain and over 25 contestants actively help out other users. A great amount of kudos and new accepted solutions have been originated from those answers and users keep on recommending the Programme to their friends.

 

More about the Vodafone Spain Heroes Programme 

 

Our Vodafone Spain Heroes Programme is focused on acquisition of new Community Members and Moderators outside the company employees to enable a real 2.0. approach.  Vodafone Spain Heroes is created with the intention to enable a Community where users can compete to get new badges and powers while they help each other solve their queries.

 

This gamification programme not only encourages greater customer/users participation but also promotes new useful content creation. Those new interactinos and contents also engage user self-management and product knowledge. This enables great Community growth for Vodafone Spain eForum users as a support channel to get helpful and resolutive answers providing internal KPIs a real boost.

 

Vodafone Spain Heroes Programme is closely monitored on a weekly basis by the Spain Community Managers who provide Heroes with guidance and one-to-one follow up on their adventure. The Programme includes 3 role categories (Vodafone Hero Apprentice, Vodafone Hero and Vodafone SuperHero) and 4 power badges (speed, wisdom, aim and creation) that allow users to possess different strengths.

 

Programme is based on nomination of weekly winners for each power badge providing users with exclusive benefits and privileges as they get Points of power along with their nominations. Benefits are also related with fame and pride such as allowing users to moderate or ban other users as well as collaborating on official content creation published within Vodafone sites. There is a Points of Power catalogue accessible to the users once they enter the programme where users can redeem and select their desired prizes. Offer range is very wide not only offering goods but also “benefits” and events participation or pride recognition.

 

Any Vodafone Spain eForum registered user is eligible to participate on the Heroes Programme. Users need to pass the initial challenge to get their first “hero Apprentice” badge and from then, new badges unlocked will move users up in the scale of roles. Once a user reaches to unlock the 4 badges, they are appointed Vodafone Superheroes.

 

At Vodafone, we truly think we deserve to become Lithys winners as this Programme has evolved and demonstrated the value of the Vodafone eForum community. Since the Programme started back in November 2013, “Vodafone Heroes Programme” participants drove over 10k new interactions within the Vodafone Spain and over 25 contestants actively help out other users. A great amount of Kudos and new accepted solutions have been originated from those answers and users keep on recommending the Programme to their friends.

 

Vodafone video: 

 

Video script summary: Access now to the Community and solve any doubt about Vodafone services. Discover the news and experience the feeling of becoming a hero. Help other users to build the eForum Vodafone Community. Take part in the day-to-day new VR (virtual Reality) of the Vodafone Spain Community! Earn new Power points and become stranger competing against other heroes to get the power badges first! Do not forget to review the gift catalogue and redeem your earned power points. Sign up in Foro Vodafone, get in contact with a community administrator and start to enjoy the new Vodafone Spain VR.

 

 

 

 

Status:
2015 Lithy Submission

Lithys 2015: KPN - Most Creative Community Promoti...

By JaniceK

Lithys 2015: KPN - Most Creative Community Promotion or Launch

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-30-2015 02:53 PM - edited ‎05-02-2016 07:25 PM

Company: KPN KPN logo.png
Entry submitted by: Lourens Reijgersberg, Hugo de Vries, and Thomas Pel (ThomasPel) Social Innovations Manager

Community: KPN Community (http://forum.kpn.com

Lithy category: Most Creative Community Promotion or Launch

 

KPN is a leading Dutch provider of ICT services. With a wide range of products and services, we operate with different brands many different customer groups – both at home and abroad. From prepaid calling in the US, to interactive HD television in the Netherlands.

 

The goal of our Community promotion

 

At the close of 2014 the KPN Community team got together and aimed to achieve a number of goals simultaneously in the first quarter of 2015. All of these goals would prove to be beneficial for both our customers as well as our peers in other departments.

 

To support the communication of our brand message and to maximize conversation surrounding the added value of KPN services of products we would set out to develop a fresh version of the KPN Blog which would include a new design and a number of new features, which included commenting via Facebook, whatsapp sharing and a clear categorization by connecting with the company wide / marketing content strategy.

 

To make sure our customers got a community experience which would beat their expectations, we developed a customized theme header. This ensured they wouldn’t miss out on relevant,  new or trending content from any part of the community (eg. Forum, blog, co-creation platform or even the TKB). Relevancy was the key goal here, so the theme header would function contextual and content would be relevant to the environment you are in. Theme header would also function as a bridge between different parts of the community and connect them in a seamless way.

 

At last, but certainly not least, the new blog had to be fully mobile supported to service the mobile traffic which was already about 70% of the total traffic of the blog. This was an important  pre-requisite in this endeavor and had to be executed in a way that would rival the most popular Dutch blogs.

 

Our strategy

 

KPN 4.png

 

The strategy of executing this many innovations simultaneously was to go live with a big bang and overwhelm the community with a lot of added value at once. This was set for the Easter weekend at the beginning of april and ingenuously combined with an ‘Easter egg hunt’ which was promoted via our external social channels. This ‘hunt’ would take our customers through the entire platform and playfully introduce them to all the added value that was now available.

 

At the same time a co-creation project started specifically aimed at the mobile environment. Customers we’re encouraged to suggest new features and uncover bugs that we might have missed. After all, even though we are a telco we simply don’t have all the handhelds at our disposal .. but the community does!

 

Meanwhile the theme header would be populated with content that was partially handpicked by community members, thereby making sure that the highlighted content was supported by the community.

 

Our results

 

Despite only happening a couple of weeks ago, we are already seeing some very promising results from the innovations and the promotions that we used to launch them.

 

The first blogpost on the new blog received 16 comments in the first days it was live, which was huge compared to the average 1 or 2 comments that most of the ‘old’ blogs used to receive. This is accredited both the easter egg promotion which directed a lot of people from Facebook directly into the blog post and the Facebook comments which are now possible.

 

The content that was highlighted in the theme header saw on average a 40% uplift in visits compared to content that wasn’t. This was especially true for blog and TKB content highlighted in the heavy trafficked parts of the forum.

 

As mentioned before, these promotions have taken place very recently, so we’re expecting most of the results to follow in the next few months.

 

Our video

 

 

 

 

 

 


Company: KPN KPN logo.png
Entry submitted by: Lourens Reijgersberg, Hugo de Vries, and Thomas Pel (ThomasPel) Social Innovations Manager

Community: KPN Community (http://forum.kpn.com

Lithy category: Most Creative Community Promotion or Launch

 

KPN is a leading Dutch provider of ICT services. With a wide range of products and services, we operate with different brands many different customer groups – both at home and abroad. From prepaid calling in the US, to interactive HD television in the Netherlands.

 

The goal of our Community promotion

 

At the close of 2014 the KPN Community team got together and aimed to achieve a number of goals simultaneously in the first quarter of 2015. All of these goals would prove to be beneficial for both our customers as well as our peers in other departments.

 

To support the communication of our brand message and to maximize conversation surrounding the added value of KPN services of products we would set out to develop a fresh version of the KPN Blog which would include a new design and a number of new features, which included commenting via Facebook, whatsapp sharing and a clear categorization by connecting with the company wide / marketing content strategy.

 

To make sure our customers got a community experience which would beat their expectations, we developed a customized theme header. This ensured they wouldn’t miss out on relevant,  new or trending content from any part of the community (eg. Forum, blog, co-creation platform or even the TKB). Relevancy was the key goal here, so the theme header would function contextual and content would be relevant to the environment you are in. Theme header would also function as a bridge between different parts of the community and connect them in a seamless way.

 

At last, but certainly not least, the new blog had to be fully mobile supported to service the mobile traffic which was already about 70% of the total traffic of the blog. This was an important  pre-requisite in this endeavor and had to be executed in a way that would rival the most popular Dutch blogs.

 

Our strategy

 

KPN 4.png

 

The strategy of executing this many innovations simultaneously was to go live with a big bang and overwhelm the community with a lot of added value at once. This was set for the Easter weekend at the beginning of april and ingenuously combined with an ‘Easter egg hunt’ which was promoted via our external social channels. This ‘hunt’ would take our customers through the entire platform and playfully introduce them to all the added value that was now available.

 

At the same time a co-creation project started specifically aimed at the mobile environment. Customers we’re encouraged to suggest new features and uncover bugs that we might have missed. After all, even though we are a telco we simply don’t have all the handhelds at our disposal .. but the community does!

 

Meanwhile the theme header would be populated with content that was partially handpicked by community members, thereby making sure that the highlighted content was supported by the community.

 

Our results

 

Despite only happening a couple of weeks ago, we are already seeing some very promising results from the innovations and the promotions that we used to launch them.

 

The first blogpost on the new blog received 16 comments in the first days it was live, which was huge compared to the average 1 or 2 comments that most of the ‘old’ blogs used to receive. This is accredited both the easter egg promotion which directed a lot of people from Facebook directly into the blog post and the Facebook comments which are now possible.

 

The content that was highlighted in the theme header saw on average a 40% uplift in visits compared to content that wasn’t. This was especially true for blog and TKB content highlighted in the heavy trafficked parts of the forum.

 

As mentioned before, these promotions have taken place very recently, so we’re expecting most of the results to follow in the next few months.

 

Our video

 

 

 

 

 

 

Status:
2014 Lithy Winner

Lithys 2014: Fox Sports Australia - Most Creative ...

By JaniceK

Lithys 2014: Fox Sports Australia - Most Creative Promotion or Launch

Status: 2014 Lithy Winner
by Lithium Technologies JaniceK ‎04-25-2014 10:56 AM - edited ‎04-29-2014 03:00 PM

Company: Fox Sports Australia 

Entry submitted by: Shae Marlow (ShaeM) Community Manager

Community: The Crowd (http://thecrowd.foxsports.com.au)

Lithy category: Most Creative Promotion or Launch

 

 

FOX SPORTS is Australia’s leading producer of sports television coverage and is home to Australia's favourite subscription TV sports channels, as well as Australia's number one general sports website – foxsports.com.au.

 

FOX SPORTS’ mission is to take fans closer to their favourite sports than ever before. We feed the passion of fans and give them access to sports, players and insights like they’ve never had - offering them an entertainment experience like no other, every day of the week.

 

Sport is incredibly tribal and controversial topics arise every day that people want to talk about. The vision was to offer the more passionate sports fans a seat at the table, to discuss the hottest topics with the best sports talent in the country.

 

The Crowd is a new FOX SPORTS community forum which offers fans and readers a place to offer their comments, thoughts and opinions on what is happening in sport at any time – the ultimate home of sports conversation in Australia.

 

The Crowd key outcomes:

  • Own share of voice of sports conversation in Australia
  • Build fan engagement by providing a platform for fans to interact with the best sports talent and key influencers in Australia
  • Monetise through third party advertising

FOX SPORTS Australia is the leader in delivering sports entertainment and so in order to bring a new and innovative digital product to life in a competitive market, it was important to align with Lithium.

 

Lithium provided a market-leading platform for FOX SPORTS to launch The Crowd with immediate community vibrancy and the most innovative user experience – a forum at the forefront of sports communities in Australia. The Crowd has been the most important digital product to come out of FOX SPORTS Australia in five years.

 

Lithum has enabled The Crowd to integrate existing FOX SPORTS digital and social strategies as a way to drive deeper engagement with fans, with immediate success.


Launching an engaging and interactive sports forum in Australia required igniting the passion and excitement from within FOX SPORTS fans and continuing the FOX SPORTS promise of delivering the best and most entertaining experience like no other.

 

The launch promotion worked in three key phases.

 

  1. STAGE ONE: EXCITE

Objective: To raise curiosity of sports fans within an established and competitive environment.

 

Promotion included: A teaser TVC, version 1 of print, ad banners, social, guerilla marketing, eDM, key influencers and internal employees. 

 

2. STAGE TWO: IGNITE

 

Objective: To raise awareness of The Crowd as the ultimate online destination for sports fans to continue their conversations.

 

Promotion included: Second more functional TVC, print, ad banners, social across facebook, twitter, google+ and youtube, FOX SPORTS talent, PR, eDM, key influencers and partner properties.

 

 

3. STAGE THREE: ENTICE

 

Objective: To convert awareness into interaction, by adapting creative based upon key learnings and evolving integration across on-platform and off-platform executions.

 

Promotion included: Honing various executions to drive key metrics of posts and registration numbers, including social, eDM, guerrilla and specific digital media display advertisements targeting other forum users from across different Australian verticals. Most importantly, content from The Crowd began integrating across print and TV. 

 

ALWAYS TALKING SPORT? JOIN THE CROWD speaks to genuine sports fans, letting them know they have a new home to engage with likeminded enthusiasts.  To build strong brand equity this was executed across different mediums to achieve high brand recall.

The integrated campaign launched with more than 14 different creative executions across more than 30 touch points, resulting in the most successful digital product launch for FOX SPORTS in the last five years. The immediate community vibrancy has exceeded all KPIs, including over 2000 posts in the first six weeks.

 

VIDEO: FOX SPORTS Australia launches The Crowd


Company: Fox Sports Australia 

Entry submitted by: Shae Marlow (ShaeM) Community Manager

Community: The Crowd (http://thecrowd.foxsports.com.au)

Lithy category: Most Creative Promotion or Launch

 

 

FOX SPORTS is Australia’s leading producer of sports television coverage and is home to Australia's favourite subscription TV sports channels, as well as Australia's number one general sports website – foxsports.com.au.

 

FOX SPORTS’ mission is to take fans closer to their favourite sports than ever before. We feed the passion of fans and give them access to sports, players and insights like they’ve never had - offering them an entertainment experience like no other, every day of the week.

 

Sport is incredibly tribal and controversial topics arise every day that people want to talk about. The vision was to offer the more passionate sports fans a seat at the table, to discuss the hottest topics with the best sports talent in the country.

 

The Crowd is a new FOX SPORTS community forum which offers fans and readers a place to offer their comments, thoughts and opinions on what is happening in sport at any time – the ultimate home of sports conversation in Australia.

 

The Crowd key outcomes:

  • Own share of voice of sports conversation in Australia
  • Build fan engagement by providing a platform for fans to interact with the best sports talent and key influencers in Australia
  • Monetise through third party advertising

FOX SPORTS Australia is the leader in delivering sports entertainment and so in order to bring a new and innovative digital product to life in a competitive market, it was important to align with Lithium.

 

Lithium provided a market-leading platform for FOX SPORTS to launch The Crowd with immediate community vibrancy and the most innovative user experience – a forum at the forefront of sports communities in Australia. The Crowd has been the most important digital product to come out of FOX SPORTS Australia in five years.

 

Lithum has enabled The Crowd to integrate existing FOX SPORTS digital and social strategies as a way to drive deeper engagement with fans, with immediate success.


Launching an engaging and interactive sports forum in Australia required igniting the passion and excitement from within FOX SPORTS fans and continuing the FOX SPORTS promise of delivering the best and most entertaining experience like no other.

 

The launch promotion worked in three key phases.

 

  1. STAGE ONE: EXCITE

Objective: To raise curiosity of sports fans within an established and competitive environment.

 

Promotion included: A teaser TVC, version 1 of print, ad banners, social, guerilla marketing, eDM, key influencers and internal employees. 

 

2. STAGE TWO: IGNITE

 

Objective: To raise awareness of The Crowd as the ultimate online destination for sports fans to continue their conversations.

 

Promotion included: Second more functional TVC, print, ad banners, social across facebook, twitter, google+ and youtube, FOX SPORTS talent, PR, eDM, key influencers and partner properties.

 

 

3. STAGE THREE: ENTICE

 

Objective: To convert awareness into interaction, by adapting creative based upon key learnings and evolving integration across on-platform and off-platform executions.

 

Promotion included: Honing various executions to drive key metrics of posts and registration numbers, including social, eDM, guerrilla and specific digital media display advertisements targeting other forum users from across different Australian verticals. Most importantly, content from The Crowd began integrating across print and TV. 

 

ALWAYS TALKING SPORT? JOIN THE CROWD speaks to genuine sports fans, letting them know they have a new home to engage with likeminded enthusiasts.  To build strong brand equity this was executed across different mediums to achieve high brand recall.

The integrated campaign launched with more than 14 different creative executions across more than 30 touch points, resulting in the most successful digital product launch for FOX SPORTS in the last five years. The immediate community vibrancy has exceeded all KPIs, including over 2000 posts in the first six weeks.

 

VIDEO: FOX SPORTS Australia launches The Crowd

Status:
2015 Lithy Submission

Lithys 2015: Indosat - Most Creative Community Pro...

By JaniceK

Lithys 2015: Indosat - Most Creative Community Promotion or Launch

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-22-2015 04:06 PM - edited ‎05-02-2016 06:56 PM

Company: Indosat Indostat logo.jpg
Entry submitted by: Ghina Aliya (GhinaAliya) Community Manager, Forum ICITY

Community: Forum ICITY (http://icity.indosat.com

Lithy category: Most Creative Community Promotion or Launch

 

Indosat Tbk is a leading telecommunication and information service provider in Indonesia that provides cellular of prepaid services (Mentari and IM3) and postpaid services (Matrix), 3G services using HSDPA-technology, fixed data services including Multimedia, Internet & Data Communication Services (MIDI) and fixed voice (fixed telecommunication) services including IDD services and fixed wireless services. PT Indosat Tbk was established by the Indonesian Government on November 20, 1967 and now part of Ooreedoo Group (Formerly Qtel Group).

 

Our Community promotion goals

 

  • Strengthen Indosat commitment towards community as one of key differentiator within the services, on 2012 we became pioneer for telco customer support forum in Indonesia. We launched Forum ICITY (http://icity.indosat.com), The 1st crowdsolution forum which covers discussion around gadget and technology, Indosat services also community. With the help from Lithium platform, we were able to do crowdsourcing and involve our brand-enthusiast since the early stages. From specify a new name, enrich forum content to design the new community logo
  • ICITY has grown, on March 2015 we has gained more than 20.000 members, more than 115.000 postings, over than 9 million pageviews and 2.500 questions that have received a resolution or answer in the community. These valuable answers have received 2. 431.002 views resulting in direct deflections and support cost savings.
  • Indonesia is at the forefront of the social media revolution in Asia, yet it is an unique market. We need both, online and offline approach to generate community engagement. This is the reason why we need to setup a Word of Mouth Marketing Strategies and one of the effective way to do it is to have an iconic brand activation for promoting ICITY as well as Indosat Community.
  • We decide to have The 1st Community Festival in Indonesia, with United Souls as the theme on December 13, 2014. Located at Senayan-one of the most hip venue in Jakarta, Indonesia-. We classify interest into zoning. Community members were invited to explore 7 Zones in form of exhibition: Indosat Community, Gadget Communities, Creative Communities, Lifestyle Communities, Automotive Communities, Sport Communities and Enterpreneurs which participate for providing FnB. This event was free of charge for Indosat users while other may register as new subs to join.

Indostat chart 1.png

Our Community promotion strategy

 

Having passion and close relation with prominent community leaders also key influencers are the initial foundation. Then we run the dynamic duo, synergize between online and offline activities. We involve community representatives since the beginning, from deciding venue layout, what theme will be used, which community will be invited and what kind of activities that interest them the most. The promotion worked in 3 key phases:

 

Pre-Event

Objective: To raise awareness of community members

 

Online:

  • Teaser through ICITY Forum as the main hub
  • Teaser through ICITY, Indosat and community social media channels/mailing list
  • Teaser through internal communication channel
  • Digital Placement

Offline:

  • Promotion through radio quizzes & talkshow
  • Promotion through below the line channels
  • Small meetup with community leaders and key influencers

 

 

The Day

Objective: To convert awareness into action

 

Online:

  • Manage digital activation “coin collecting tweets” which convert tweets using hashtag #CommunityFestival2014 to donation for sent unprivileged kids back to school
  • Manage digital activation “live blogging” to encourage bloggers capture #CommunityFestival2014 fanfare
  • Manage digital activation “live posting” to encourage ICITY members reporting #CommunityFestival2014 excitement

Offline:

  • Organize community-centric activities: record breaking attempt, community convoy, community battle, community market, we-fie photo competition
  • Invite press to join press conference and watch community performances, such as Duta IM3 (Indosat IM3 Ambassador), Indonesian Zombie Community and Jakarta Cosplayer.
  • Entertain music-fanbase community by presenting Indonesian well-known artist
  • Add interesting gimmick: from community wall of fame, gadget and official jersey auction, freebies to fun games
  • Promotion using radio report & below the line channels

 

Post Event

Objective: To maintain the word of mouth

 

Online:

  • Publish event report on ICITY
  • Amplify anykind of post related through social media/mailing list

Offline:

  • Small meetup with community participants and handover donation

 

Results of our Community promotion

 

More than 100 communities join the event to expand their network, discuss further collaboration and enjoy togetherness with friends also other community members.

 

Indostat chart 2.png

 

We have gained 2655 original tweets using #CommunityFestival2014 hastag which convert into donation Rp 26.550.000 for supporting underprivilege kids back to school, collaborate with Coin A Chance Social Movement.

 

Indostat chart 3.png

 

We set a new Indonesian Book of Record (IBOR): Most scooter parked on mall rooftop (Sky Dining, Plaza Semanggi Jakarta).

Indostat chart 4.jpg

We have gained more than 62.000 views on posts related to Community Festival 2014 on ICITY Forum, 58 million impressions on social media and more coverage coming from blog posts also online media articles.

 

Our video entry:

 

 

 


Company: Indosat Indostat logo.jpg
Entry submitted by: Ghina Aliya (GhinaAliya) Community Manager, Forum ICITY

Community: Forum ICITY (http://icity.indosat.com

Lithy category: Most Creative Community Promotion or Launch

 

Indosat Tbk is a leading telecommunication and information service provider in Indonesia that provides cellular of prepaid services (Mentari and IM3) and postpaid services (Matrix), 3G services using HSDPA-technology, fixed data services including Multimedia, Internet & Data Communication Services (MIDI) and fixed voice (fixed telecommunication) services including IDD services and fixed wireless services. PT Indosat Tbk was established by the Indonesian Government on November 20, 1967 and now part of Ooreedoo Group (Formerly Qtel Group).

 

Our Community promotion goals

 

  • Strengthen Indosat commitment towards community as one of key differentiator within the services, on 2012 we became pioneer for telco customer support forum in Indonesia. We launched Forum ICITY (http://icity.indosat.com), The 1st crowdsolution forum which covers discussion around gadget and technology, Indosat services also community. With the help from Lithium platform, we were able to do crowdsourcing and involve our brand-enthusiast since the early stages. From specify a new name, enrich forum content to design the new community logo
  • ICITY has grown, on March 2015 we has gained more than 20.000 members, more than 115.000 postings, over than 9 million pageviews and 2.500 questions that have received a resolution or answer in the community. These valuable answers have received 2. 431.002 views resulting in direct deflections and support cost savings.
  • Indonesia is at the forefront of the social media revolution in Asia, yet it is an unique market. We need both, online and offline approach to generate community engagement. This is the reason why we need to setup a Word of Mouth Marketing Strategies and one of the effective way to do it is to have an iconic brand activation for promoting ICITY as well as Indosat Community.
  • We decide to have The 1st Community Festival in Indonesia, with United Souls as the theme on December 13, 2014. Located at Senayan-one of the most hip venue in Jakarta, Indonesia-. We classify interest into zoning. Community members were invited to explore 7 Zones in form of exhibition: Indosat Community, Gadget Communities, Creative Communities, Lifestyle Communities, Automotive Communities, Sport Communities and Enterpreneurs which participate for providing FnB. This event was free of charge for Indosat users while other may register as new subs to join.

Indostat chart 1.png

Our Community promotion strategy

 

Having passion and close relation with prominent community leaders also key influencers are the initial foundation. Then we run the dynamic duo, synergize between online and offline activities. We involve community representatives since the beginning, from deciding venue layout, what theme will be used, which community will be invited and what kind of activities that interest them the most. The promotion worked in 3 key phases:

 

Pre-Event

Objective: To raise awareness of community members

 

Online:

  • Teaser through ICITY Forum as the main hub
  • Teaser through ICITY, Indosat and community social media channels/mailing list
  • Teaser through internal communication channel
  • Digital Placement

Offline:

  • Promotion through radio quizzes & talkshow
  • Promotion through below the line channels
  • Small meetup with community leaders and key influencers

 

 

The Day

Objective: To convert awareness into action

 

Online:

  • Manage digital activation “coin collecting tweets” which convert tweets using hashtag #CommunityFestival2014 to donation for sent unprivileged kids back to school
  • Manage digital activation “live blogging” to encourage bloggers capture #CommunityFestival2014 fanfare
  • Manage digital activation “live posting” to encourage ICITY members reporting #CommunityFestival2014 excitement

Offline:

  • Organize community-centric activities: record breaking attempt, community convoy, community battle, community market, we-fie photo competition
  • Invite press to join press conference and watch community performances, such as Duta IM3 (Indosat IM3 Ambassador), Indonesian Zombie Community and Jakarta Cosplayer.
  • Entertain music-fanbase community by presenting Indonesian well-known artist
  • Add interesting gimmick: from community wall of fame, gadget and official jersey auction, freebies to fun games
  • Promotion using radio report & below the line channels

 

Post Event

Objective: To maintain the word of mouth

 

Online:

  • Publish event report on ICITY
  • Amplify anykind of post related through social media/mailing list

Offline:

  • Small meetup with community participants and handover donation

 

Results of our Community promotion

 

More than 100 communities join the event to expand their network, discuss further collaboration and enjoy togetherness with friends also other community members.

 

Indostat chart 2.png

 

We have gained 2655 original tweets using #CommunityFestival2014 hastag which convert into donation Rp 26.550.000 for supporting underprivilege kids back to school, collaborate with Coin A Chance Social Movement.

 

Indostat chart 3.png

 

We set a new Indonesian Book of Record (IBOR): Most scooter parked on mall rooftop (Sky Dining, Plaza Semanggi Jakarta).

Indostat chart 4.jpg

We have gained more than 62.000 views on posts related to Community Festival 2014 on ICITY Forum, 58 million impressions on social media and more coverage coming from blog posts also online media articles.

 

Our video entry:

 

 

 

Status:
2014 Lithy Submission

Lithys 2014: StarHub - Most Creative Promotion or ...

By JaniceK

Lithys 2014: StarHub - Most Creative Promotion or Launch

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-26-2014 02:59 PM - edited ‎04-29-2014 02:55 PM

Company: StarHub 

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

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

Lithy category: Most Creative Promotion or Launch

 

StarHub Community, together with our social media agency Vocanic has put in place a marketing strategy to promote use of Community on digital platforms. Each campaign we embark upon is angled at obtaining user-generated content. This then becomes a searchable bank of useful opinions that remains relevant after the end of the campaign. The content is amplified beyond the Community when it is shared on StarHub's social platforms Facebook (250,000 fans), Twitter (20,000 followers), Instagram, YouTube and Line. Through the Sparklers Club we nurture advocates who spend countless hours on our site helping other members with their queries. Our initiatives have been recognized and we have won industry accolades in Singapore: Best use of Brand Advocacy (Gold) at the Loyalty & Engagement Awards 2013 and Excellence in Loyalty Marketing (Silver) at the Marketing Excellence Awards 2013. Read the details below.

 

As Singapore's fully integrated info communications company, StarHub offers a full range of information, communications and entertainment services for both consumer and corporate markets.


With the aim of providing every person, home and business in Singapore with world-class multimedia services and content, StarHub operates a mobile network that provides 4G, 3G and 2G services, manages an island-wide HFC (Hybrid Fibre-Coaxial) network that delivers multi-channel pay TV services, as well as ultra-high speed residential broadband services.

 

In a bid to further enhance our relationship with customers, it was decided that improving and reinforcing the way we handled customer service, was key. Simply put, the traditional customer service call-centre system needed to be revamped, to take advantage of the power of Social Media.


In so doing, StarHub was able to tap into the vast prowess of peer-to-peer support, eliminating the need for customers to call in. The strategy unearthed unlimited potential going beyond customer service to touch on topics relating to Human Resource, Content Marketing, Sponsorship Deals, Marketing Communications and Direct Marketing just to name a few. We have worked with various departments within our organization to run campaigns for their activations. As each department adds StarHub Community to their activity scorecard, we become a vibrant platform that integrates into the different layers of our organization.


The results across the board have been phenomenal, with the industry recognizing the value and effectiveness of our Lithium-supported Social Strategy as evident from the following accolades:


• Loyalty & Engagement Awards 2013 – Best Use of Brand Advocacy (Gold)
• Marketing Excellence Awards 2013 – Excellence in Loyalty Marketing (Silver)

 

Business Goals

 

The launch of the Lithium based StarHub Community presented us with the opportunity to develop a whole array of campaigns and activations that strived towards a singular endpoint – to drive brand advocacy.


StarHub embarked on an enthusiastic digital marketing programme.


The Community gave us the fans and an avenue for us to engage in a meaningful 2-way conversation with them. Further to that however, we were able to tap into their likes and dislikes, problems, issues, challenges and even suggestions to improve our offerings. The wealth of information garnered allowed StarHub as a brand to tailor our marketing strategies to meet, and more importantly match our fans interests – to give them what they want, not what we want to sell. It gave us the ability to:


• Roll out Social and Community activations for sponsorships
• Develop content based on popular television programmes, translated to offline activities (Social TV)
• Perform segment marketing and social sales, e.g. listing a Recontract thread to ask questions and harvest opinions before putting forth a call-to-action for consumers to renew StarHub services
• Provide a channel for customers to “self-help”, with crowd-sourced expertise on troubleshooting.

Here are the some of the campaigns we have embarked upon to promote use of StarHub Community:

 

Sparklers Club


Among the thousands on StarHub Community, there lies a select few who shine. A select few who spend countless hours on the Community for the sole purpose of helping others – through troubleshooting, moderating conversation threads, and even defending the brand when “bashing” arises. These heroes – influencers and brand advocates - are recognized by the brand and invited to the Sparklers Club.


We put in place a gamification framework identify Community members and advocates and invite them into the Club in order to be groomed as brand guardians.


To encourage this behavior, a value-exchange was set up. As a Sparkler, one would be able to attend get-togethers to meet, greet and share ideas for improving the Community. Sparklers are also regularly engaged for co-creation, ideation and market research, giving them the opportunity to feel like a part of the brand, making the Community a fun and meaningful place to be and contributing to its ultimate growth and success.

 

 

Sparklers members are also selected for their expertise on different topics which tie back to StarHub’s goals: Android and Blackberry experts help people in the Community and drive StarHub’s Mobile agenda. Beauty bloggers talk about fashion, hair and makeup to drive StarHub’s content leader agenda, particularly the Lady First TV show which StarHub has franchised from Taiwan.

 

We also hold meet-ups with our Sparklers members. Check out the video of the 2014 meet up:


Watch this video introducing the Sparklers Club! 


When we hit our 1 millionth unique visitor, we wrote a post on Community acknowledging our topic experts and created an infographic to highlight our top users and achievements.


Check it out here: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Communitywelcomes-its-1-000-000th-uni...

 

Some of our community Experts:

 

 

HITS campaign


Best way to make fans happy? Give them what they want. That’s exactly what HITS TV set out to do, by crowdsourcing all-time favourite TV shows that may have ended their runs but which people love and miss.


Contest mechanic:


We asked people to submit and vote for the TV shows they’d like HITS to air in the coming months. The idea should fit HITS’s DNA: epic characters, riveting stories, cult following, multiple seasons.


Top Prizes: A Samsung GALAXY Tab 3 7.0, vouchers to Resorts World Sentosa, Sephora vouchers


As part of the contest promotion we received airtime on the HITS TV channel on StarHub!


Watch the TVC here: 


TVC Screenshot driving viewers to StarHub Community:

 

 

Lady First


Background: At the beginning, it was found that StarHub Community was rife with male-skewed content, e.g. mobile phones, routers, gadgets discussions and more. This campaign was launched to drive females to the site.


We sent out emails that led customers to perform a simple survey in order to ascertain interests. We targeted females whose interests included beauty, makeup, fashion, hairstyling and write their own blogs. The survey acted as a filtering process to find legitimate female bloggers. 20 bloggers were then invited to attend a briefing where they received topics and social tasks to share with their followers that in turn led to activities, conversations and buzz on the Community.


Results:
- 7,143 unique visitors to StarHub Community’s Lady First board
- 470 Topics written
- 1,274 replies to topics
- Out of 20 original bloggers, 5 remain active to this day, close to 1 year after the activation. 2 of them are members of our Sparklers super user group.

 

The success of the drive to include the female target audience in the conversation prompted the brand to plan for and launch a sequel activation set to take place mid-2014.


Link to Winners Announcement post: http://community.starhub.com/t5/StarHub-Community-Announcements/Lady-First-Bloggers-Challenge-Winner...


Oscars


Background: The Academy Awards is a big annual event, televised live globally and watched by many in Singapore. In order to ramp the viewership up on the programme further, we decided to tap into the crowd in the Community for their Oscar predictions.


The mechanic was simple. Fans needed to submit their predictions for the winners of 4 categories – Best Actor, Best Actress in a Leading Role, Best Picture and Best Animated Feature. Get them right, and they would stand a chance to win a Samsung Galaxy Tab 2 7.0.


In just 5 days we received:
• 259 Entries (from original target of 5) by 151 participants
• 448 votes
• 1,700 Likes, 141 Comments and 57 Shares on our Facebook post about the campaign

 

Check out the entries here: http://community.starhub.com/t5/Closed-2014-Oscars/idb-p/2014-Oscars

 

Posts on StarHub’s Social Platforms


Each week, we put up posts on StarHub’s social platforms. We leverage on StarHub’s 250,000 Facebook fans and 20,000 Twitter followers to drive awareness and engagement for the Community by highlighting useful posts on Community and encouraging followers on our social accounts to visit and share their reviews. These posts are boosted by a Facebook media budget. We also use Instagram and Line as additional platforms to drive awareness for Community campaigns.

 

 

Community presence on main StarHub.com


With a link on StarHub.com to the Community, we have seen an increase in traffic to our site. Refer to screenshot below:

 

 

 

 


Company: StarHub 

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

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

Lithy category: Most Creative Promotion or Launch

 

StarHub Community, together with our social media agency Vocanic has put in place a marketing strategy to promote use of Community on digital platforms. Each campaign we embark upon is angled at obtaining user-generated content. This then becomes a searchable bank of useful opinions that remains relevant after the end of the campaign. The content is amplified beyond the Community when it is shared on StarHub's social platforms Facebook (250,000 fans), Twitter (20,000 followers), Instagram, YouTube and Line. Through the Sparklers Club we nurture advocates who spend countless hours on our site helping other members with their queries. Our initiatives have been recognized and we have won industry accolades in Singapore: Best use of Brand Advocacy (Gold) at the Loyalty & Engagement Awards 2013 and Excellence in Loyalty Marketing (Silver) at the Marketing Excellence Awards 2013. Read the details below.

 

As Singapore's fully integrated info communications company, StarHub offers a full range of information, communications and entertainment services for both consumer and corporate markets.


With the aim of providing every person, home and business in Singapore with world-class multimedia services and content, StarHub operates a mobile network that provides 4G, 3G and 2G services, manages an island-wide HFC (Hybrid Fibre-Coaxial) network that delivers multi-channel pay TV services, as well as ultra-high speed residential broadband services.

 

In a bid to further enhance our relationship with customers, it was decided that improving and reinforcing the way we handled customer service, was key. Simply put, the traditional customer service call-centre system needed to be revamped, to take advantage of the power of Social Media.


In so doing, StarHub was able to tap into the vast prowess of peer-to-peer support, eliminating the need for customers to call in. The strategy unearthed unlimited potential going beyond customer service to touch on topics relating to Human Resource, Content Marketing, Sponsorship Deals, Marketing Communications and Direct Marketing just to name a few. We have worked with various departments within our organization to run campaigns for their activations. As each department adds StarHub Community to their activity scorecard, we become a vibrant platform that integrates into the different layers of our organization.


The results across the board have been phenomenal, with the industry recognizing the value and effectiveness of our Lithium-supported Social Strategy as evident from the following accolades:


• Loyalty & Engagement Awards 2013 – Best Use of Brand Advocacy (Gold)
• Marketing Excellence Awards 2013 – Excellence in Loyalty Marketing (Silver)

 

Business Goals

 

The launch of the Lithium based StarHub Community presented us with the opportunity to develop a whole array of campaigns and activations that strived towards a singular endpoint – to drive brand advocacy.


StarHub embarked on an enthusiastic digital marketing programme.


The Community gave us the fans and an avenue for us to engage in a meaningful 2-way conversation with them. Further to that however, we were able to tap into their likes and dislikes, problems, issues, challenges and even suggestions to improve our offerings. The wealth of information garnered allowed StarHub as a brand to tailor our marketing strategies to meet, and more importantly match our fans interests – to give them what they want, not what we want to sell. It gave us the ability to:


• Roll out Social and Community activations for sponsorships
• Develop content based on popular television programmes, translated to offline activities (Social TV)
• Perform segment marketing and social sales, e.g. listing a Recontract thread to ask questions and harvest opinions before putting forth a call-to-action for consumers to renew StarHub services
• Provide a channel for customers to “self-help”, with crowd-sourced expertise on troubleshooting.

Here are the some of the campaigns we have embarked upon to promote use of StarHub Community:

 

Sparklers Club


Among the thousands on StarHub Community, there lies a select few who shine. A select few who spend countless hours on the Community for the sole purpose of helping others – through troubleshooting, moderating conversation threads, and even defending the brand when “bashing” arises. These heroes – influencers and brand advocates - are recognized by the brand and invited to the Sparklers Club.


We put in place a gamification framework identify Community members and advocates and invite them into the Club in order to be groomed as brand guardians.


To encourage this behavior, a value-exchange was set up. As a Sparkler, one would be able to attend get-togethers to meet, greet and share ideas for improving the Community. Sparklers are also regularly engaged for co-creation, ideation and market research, giving them the opportunity to feel like a part of the brand, making the Community a fun and meaningful place to be and contributing to its ultimate growth and success.

 

 

Sparklers members are also selected for their expertise on different topics which tie back to StarHub’s goals: Android and Blackberry experts help people in the Community and drive StarHub’s Mobile agenda. Beauty bloggers talk about fashion, hair and makeup to drive StarHub’s content leader agenda, particularly the Lady First TV show which StarHub has franchised from Taiwan.

 

We also hold meet-ups with our Sparklers members. Check out the video of the 2014 meet up:


Watch this video introducing the Sparklers Club! 


When we hit our 1 millionth unique visitor, we wrote a post on Community acknowledging our topic experts and created an infographic to highlight our top users and achievements.


Check it out here: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Communitywelcomes-its-1-000-000th-uni...

 

Some of our community Experts:

 

 

HITS campaign


Best way to make fans happy? Give them what they want. That’s exactly what HITS TV set out to do, by crowdsourcing all-time favourite TV shows that may have ended their runs but which people love and miss.


Contest mechanic:


We asked people to submit and vote for the TV shows they’d like HITS to air in the coming months. The idea should fit HITS’s DNA: epic characters, riveting stories, cult following, multiple seasons.


Top Prizes: A Samsung GALAXY Tab 3 7.0, vouchers to Resorts World Sentosa, Sephora vouchers


As part of the contest promotion we received airtime on the HITS TV channel on StarHub!


Watch the TVC here: 


TVC Screenshot driving viewers to StarHub Community:

 

 

Lady First


Background: At the beginning, it was found that StarHub Community was rife with male-skewed content, e.g. mobile phones, routers, gadgets discussions and more. This campaign was launched to drive females to the site.


We sent out emails that led customers to perform a simple survey in order to ascertain interests. We targeted females whose interests included beauty, makeup, fashion, hairstyling and write their own blogs. The survey acted as a filtering process to find legitimate female bloggers. 20 bloggers were then invited to attend a briefing where they received topics and social tasks to share with their followers that in turn led to activities, conversations and buzz on the Community.


Results:
- 7,143 unique visitors to StarHub Community’s Lady First board
- 470 Topics written
- 1,274 replies to topics
- Out of 20 original bloggers, 5 remain active to this day, close to 1 year after the activation. 2 of them are members of our Sparklers super user group.

 

The success of the drive to include the female target audience in the conversation prompted the brand to plan for and launch a sequel activation set to take place mid-2014.


Link to Winners Announcement post: http://community.starhub.com/t5/StarHub-Community-Announcements/Lady-First-Bloggers-Challenge-Winner...


Oscars


Background: The Academy Awards is a big annual event, televised live globally and watched by many in Singapore. In order to ramp the viewership up on the programme further, we decided to tap into the crowd in the Community for their Oscar predictions.


The mechanic was simple. Fans needed to submit their predictions for the winners of 4 categories – Best Actor, Best Actress in a Leading Role, Best Picture and Best Animated Feature. Get them right, and they would stand a chance to win a Samsung Galaxy Tab 2 7.0.


In just 5 days we received:
• 259 Entries (from original target of 5) by 151 participants
• 448 votes
• 1,700 Likes, 141 Comments and 57 Shares on our Facebook post about the campaign

 

Check out the entries here: http://community.starhub.com/t5/Closed-2014-Oscars/idb-p/2014-Oscars

 

Posts on StarHub’s Social Platforms


Each week, we put up posts on StarHub’s social platforms. We leverage on StarHub’s 250,000 Facebook fans and 20,000 Twitter followers to drive awareness and engagement for the Community by highlighting useful posts on Community and encouraging followers on our social accounts to visit and share their reviews. These posts are boosted by a Facebook media budget. We also use Instagram and Line as additional platforms to drive awareness for Community campaigns.

 

 

Community presence on main StarHub.com


With a link on StarHub.com to the Community, we have seen an increase in traffic to our site. Refer to screenshot below:

 

 

 

 

Status:
2015 Lithy Submission

Lithys 2015: Webroot - Most Creative Community Pro...

By JaniceK

Lithys 2015: Webroot - Most Creative Community Promotion or Launch

Status: 2015 Lithy Submission
by Lithium Technologies JaniceK ‎04-28-2015 10:36 PM - edited ‎05-02-2016 07:27 PM

Company: Webroot Webroot logo.png

Entry submitted by: Nicholas Tolstoshev (tolstoshev) Community Manager 

Community: Webroot Community (https://community.webroot.com

Lithy category: Most Creative Community Promotion or Launch

 

Webroot is the market leader in cloud-based, real-time internet threat detection for consumers, businesses and enterprises. We have revolutionized internet security to protect all the ways you connect online. Webroot delivers real-time advanced internet threat protection to customers through its BrightCloud® security intelligence platform, and its SecureAnywhere™ suite of security products for endpoints, mobile devices and corporate networks.

 

Webroot Brings the Online VIP Experience Offline!

 

This year, we’re proud to submit a Lithy nomination for “Most Creative Community Promotion or Launch” category based on an event we held for one of our super users. Here’s the story.

 

When the Webroot community was first started back in 2012, we set up a program to reward our power users and called it the Webroot VIP Program.  The community team built the program to recognize and reward the most active, influential members via a ranking system based on a combination of posts, kudos, accepted solutions, and other factors. The rewards were a mix of moderator abilities and gifts, and were based on members’ feedback so we were sure that they were the most valuable rewards we could offer.

 

One of the top rewards (at the Silver VIP level) was an all-expenses-paid trip to the nearest Webroot office, and in 2014 the first community member reached that level.  Known on the community as TripleHelix, Daniel Godin had been an active member of the community from the beginning.  He is a veteran of online communities and participates not only the Webroot community, but several other well-known communities.  His participation in various Microsoft communities earned him the coveted Microsoft MVP title several years running.

 

Webroot 1.png

The Plan

 

When we initially determined the awards of each rank in the VIP program, we were unsure what the Silver VIP “visit the to the headquarters” would entail.  As Daniel approached this rank,  Anna Kim, Sr. Advocate Programs Manager, and I started to plan out what the visit would look like.  First we selected the date and length of the visit.  Daniel would fly in from Toronto and stay with us for two days.  Anna came up with an agenda of meetings with key teams that Daniel was excited to meet, and organized a welcome party for the first day.  I, as the person who interacted with Daniel the most, would pick him up from the airport and escort him around the office and go with him to meetings.  We set up meetings with folks form all different departments, from developers, to support, to marketing and the executive staff – even the CEO. We wanted to make sure his visit truly made him feel like a VIP.

 

Webroot 2.jpg

 

The Visit – Day 1

 

When the day came, I drove to the airport to meet Daniel.  Things kicked off with him meeting the entire social media and community team, then jumped right into meetings with all the different Webroot staff.  He met with the senior product developers, a group meeting with the support, QA and threat research teams, and then followed up with a meeting with one of the top product managers. 

 

Mid-day, we gathered the entire Colorado office together for a “VIP meet and greet” with a cake reception. Webroot employees were able to thank him in person and Daniel could take photos with them.

 

Webroot 3.jpg

 

At the end of the first day we took Daniel into Boulder for dinner and some sightseeing.  After a bit of walking around, he was quite ready to call it an evening.  Between jetlag, travel, and a very full day, we’d worn him out, but he was very happy and excited.

 

The Visit – Day 2

 

The next morning Daniel had a breakfast meeting with our Executive VP of Products &  Strategy, Mike Malloy, after which Mike took him to a meeting of all of the executive staff and the CEO.  The CEO took him to the front of the room and introduced him and thanked him for all the help he had provided to Webroot through his participation in the community.  Then there was an opportunity for the executives to ask him questions about what he through of the product and any ideas for improvements he wanted to share. Daniel said that is really meant the world to him to be treated as he was by our executive staff – something that not many other companies would do.

 

Webroot 4.jpg

He then hopped onto a Google hangout that Nic regularly leads for our VIPs. He mentioned that he had a surprise guest joining him and it was a fun delight for the rest of the VIPs to see Daniel standing with Nic (and a great way to encourage others to reach the Silver VIP level!)

 

Webroot 5.jpg

His visit wrapped up with Daniel shadowing members of our community team and the best part – hitting the button to push our most recent product release live!

 

Positives outcomes from the visit

  • Daniel’s first experience with Webroot was with a company called Prevx, that Webroot acquired and rebuilt their technology around.  The heart of Prevx was a whiz kid from the UK named Joe, who invented the new cloud-based technology.  Not only was he a programming whiz, but he also was a fan of online communities.  He participated in the Wilders Security Forum, which was a platform-agnostic place for security professionals and enthusiasts to discuss security and anti-virus.  Joe and Daniel connected there and became fast friends.  Joe instinctively grasped the importance of customer feedback through directly talking to customers, rather than getting that feedback through layers of employees.  He would give Daniel beta builds to test and ask him for his opinions on new features and design decisions.  Joe ended up leaving Webroot shortly before Daniel came to visit, to go work on another venture.  Daniel’s visit was well timed in that he got to make new connections with developers, product managers, and other folks here at Webroot, to replace the relationship he had with Joe.  As an outcome of this, we revamped our beta program and recruited more community members to work directly with PMs, devs, and QA in the private beta forum.  What started as an informal relationship grew to a formal beta program, thanks in part to Daniel’s visit.  We now have a Beta group with almost 200 members and thousands of posts discussing testing new features.  We got developers, QA folks and product managers posting in there and talking directly to customers, just the way Joe and Daniel used to.
  • When Daniel visited Webroot, I had been with the company for less than a year.  I was still relatively new, and didn’t yet know as many people throughout the company as I needed to as a community manager.  Anna Kim is a 15 year veteran of Webroot, and the sister of the founder of the company.  She was able to use her knowledge and connections to select the right people to talk with.  Getting to escort Daniel to those meetings and helping facilitate them helped build connections for me as well as for him.  I got to know people at Webroot that I hadn’t met yet, and that helped propel the community to be more useful to employees at Webroot.
  • We took many pictures from the visit and posted on the community to share Daniel’s visit with everyone, as you can see here: https://community.webroot.com/t5/Introduce-yourself-to-the/TripleHelix-visits-Webroot-HQ/m-p/126332 This allowed the rest of the community power users to share in the experience, and also be motivated towards the day when they would reach the VIP level and get their turn to visit.  That thread got over 1,000 pageviews, both for community members, users of the Webroot products, and Webroot employees.
  • Meeting Daniel in person and getting to spend so much time with him cemented the relationship that we’d begun online.  That helped tide us over the ups and downs of any relationship (such as the time when I accidentally forgot to invite him to the new private Beta group and made him feel slighted).

 

Negative feedback from the visit:

  • The one negative feedback that we heard from some Webroot employees was whether this visit was a suitable use of company resources.  Was it worth it to fly Daniel here, put him up in a hotel, and spend dozens of employee hours towards this project?  This showed us that the importance of customer feedback wasn’t completely well understood by everyone here at Webroot.  It made us realize that we still had work to do to evangelize the importance of community to the company at large.  That led us to kick off a project in 2015 to improve employee engagement in the community (which will hopefully be a story for a future Lithy award submission).

 

We asked Daniel to let us know what the experience was from his perspective, to make sure that the trip was valuable from his perspective.  And also to see if there was any feedback for improvements for next time.  Here’s what he had to say:

 

My visit to Webroot HQ was an awesome and once-in-a-lifetime experience that I will remember for the rest of my life. The first day Nic the Community Manager picked me up from the Denver airport and we drove up north to Broomfield where the Webroot Head Office is and we chatted all the way. Once we got there the Community & Social team had lunch ready for us and they all made me feel at home and very welcomed. Anna had an agenda made up for me for the afternoon and the next day, which allowed me to meet many groups of staff such as the Threat Research/Support teams and the Director of Threat Research let me push the button to release the latest Beta to Beta testers which was easy and fun. In the early afternoon they had a “Welcome to Webroot” cake and social hour with all the staff so I got to meet many people which I now call friends (and the Cake didn’t last too long!). Then I spent the rest of the afternoon with the Community & Social Teams to see what they do from their point of view and on the other side of the screen it’s a small world!

 

For the evening the Community & Social team took me out for dinner at a very nice place in Boulder, Colorado where Webroot had its beginning in 1997. Then we walked around Boulder for a couple of hours - what a nice city and the view of the mountains was so beautiful. The next morning I had breakfast with Mike Malloy, Executive VP of Products & Strategy and we had a very nice chat. Then he came and got me and had me come into an Executive Staff meeting and introduced me as an Ambassador of Webroot. Some of the senior staff had questions for me so I gave them my answers & advice, and in the end they all stood up and clapped to thank me and in turn I thanked them. As Mike was walking me out, the CEO Dick Williams shook my hand and said “thank you, and thank you for being an Ambassador of Webroot” - that really touched my heart, as they all were so nice. The rest of the day I spent my time with the Community/Social Groups and got to meet quite a few more Webroot staff such as the Development Group, and the Technical Product Manager. We had a nice chat and it was nice to meet them in person. The time went so fast, and then it was time for Nic to take me back to the airport to fly home. I really enjoyed myself with all the nice people I got to meet at Webroot HQ and I would like to thank all of them for making it a fantastic journey. Like I said, I will never forget it. Here are some very nice moments of my visit: https://community.webroot.com/t5/Introduce-yourself-to-the/TripleHelix-visits-Webroot-HQ/td-p/126332...

 

Thanks,

Daniel A Godin

 

 

Goal of this promotion: Build a loyalty program to reward members of our community

 

Why it was unique: We invited one of our VIP members to come visit our office in an all-expenses paid visit.

 

Results of the promotion: Lots of good connections with our top VIP within the company as well as the opportunity to showcase the rewards that our VIPs receive for being advocates and participating in the community.

 

Our video: 

 

 

 


Company: Webroot Webroot logo.png

Entry submitted by: Nicholas Tolstoshev (tolstoshev) Community Manager 

Community: Webroot Community (https://community.webroot.com

Lithy category: Most Creative Community Promotion or Launch

 

Webroot is the market leader in cloud-based, real-time internet threat detection for consumers, businesses and enterprises. We have revolutionized internet security to protect all the ways you connect online. Webroot delivers real-time advanced internet threat protection to customers through its BrightCloud® security intelligence platform, and its SecureAnywhere™ suite of security products for endpoints, mobile devices and corporate networks.

 

Webroot Brings the Online VIP Experience Offline!

 

This year, we’re proud to submit a Lithy nomination for “Most Creative Community Promotion or Launch” category based on an event we held for one of our super users. Here’s the story.

 

When the Webroot community was first started back in 2012, we set up a program to reward our power users and called it the Webroot VIP Program.  The community team built the program to recognize and reward the most active, influential members via a ranking system based on a combination of posts, kudos, accepted solutions, and other factors. The rewards were a mix of moderator abilities and gifts, and were based on members’ feedback so we were sure that they were the most valuable rewards we could offer.

 

One of the top rewards (at the Silver VIP level) was an all-expenses-paid trip to the nearest Webroot office, and in 2014 the first community member reached that level.  Known on the community as TripleHelix, Daniel Godin had been an active member of the community from the beginning.  He is a veteran of online communities and participates not only the Webroot community, but several other well-known communities.  His participation in various Microsoft communities earned him the coveted Microsoft MVP title several years running.

 

Webroot 1.png

The Plan

 

When we initially determined the awards of each rank in the VIP program, we were unsure what the Silver VIP “visit the to the headquarters” would entail.  As Daniel approached this rank,  Anna Kim, Sr. Advocate Programs Manager, and I started to plan out what the visit would look like.  First we selected the date and length of the visit.  Daniel would fly in from Toronto and stay with us for two days.  Anna came up with an agenda of meetings with key teams that Daniel was excited to meet, and organized a welcome party for the first day.  I, as the person who interacted with Daniel the most, would pick him up from the airport and escort him around the office and go with him to meetings.  We set up meetings with folks form all different departments, from developers, to support, to marketing and the executive staff – even the CEO. We wanted to make sure his visit truly made him feel like a VIP.

 

Webroot 2.jpg

 

The Visit – Day 1

 

When the day came, I drove to the airport to meet Daniel.  Things kicked off with him meeting the entire social media and community team, then jumped right into meetings with all the different Webroot staff.  He met with the senior product developers, a group meeting with the support, QA and threat research teams, and then followed up with a meeting with one of the top product managers. 

 

Mid-day, we gathered the entire Colorado office together for a “VIP meet and greet” with a cake reception. Webroot employees were able to thank him in person and Daniel could take photos with them.

 

Webroot 3.jpg

 

At the end of the first day we took Daniel into Boulder for dinner and some sightseeing.  After a bit of walking around, he was quite ready to call it an evening.  Between jetlag, travel, and a very full day, we’d worn him out, but he was very happy and excited.

 

The Visit – Day 2

 

The next morning Daniel had a breakfast meeting with our Executive VP of Products &  Strategy, Mike Malloy, after which Mike took him to a meeting of all of the executive staff and the CEO.  The CEO took him to the front of the room and introduced him and thanked him for all the help he had provided to Webroot through his participation in the community.  Then there was an opportunity for the executives to ask him questions about what he through of the product and any ideas for improvements he wanted to share. Daniel said that is really meant the world to him to be treated as he was by our executive staff – something that not many other companies would do.

 

Webroot 4.jpg

He then hopped onto a Google hangout that Nic regularly leads for our VIPs. He mentioned that he had a surprise guest joining him and it was a fun delight for the rest of the VIPs to see Daniel standing with Nic (and a great way to encourage others to reach the Silver VIP level!)

 

Webroot 5.jpg

His visit wrapped up with Daniel shadowing members of our community team and the best part – hitting the button to push our most recent product release live!

 

Positives outcomes from the visit

  • Daniel’s first experience with Webroot was with a company called Prevx, that Webroot acquired and rebuilt their technology around.  The heart of Prevx was a whiz kid from the UK named Joe, who invented the new cloud-based technology.  Not only was he a programming whiz, but he also was a fan of online communities.  He participated in the Wilders Security Forum, which was a platform-agnostic place for security professionals and enthusiasts to discuss security and anti-virus.  Joe and Daniel connected there and became fast friends.  Joe instinctively grasped the importance of customer feedback through directly talking to customers, rather than getting that feedback through layers of employees.  He would give Daniel beta builds to test and ask him for his opinions on new features and design decisions.  Joe ended up leaving Webroot shortly before Daniel came to visit, to go work on another venture.  Daniel’s visit was well timed in that he got to make new connections with developers, product managers, and other folks here at Webroot, to replace the relationship he had with Joe.  As an outcome of this, we revamped our beta program and recruited more community members to work directly with PMs, devs, and QA in the private beta forum.  What started as an informal relationship grew to a formal beta program, thanks in part to Daniel’s visit.  We now have a Beta group with almost 200 members and thousands of posts discussing testing new features.  We got developers, QA folks and product managers posting in there and talking directly to customers, just the way Joe and Daniel used to.
  • When Daniel visited Webroot, I had been with the company for less than a year.  I was still relatively new, and didn’t yet know as many people throughout the company as I needed to as a community manager.  Anna Kim is a 15 year veteran of Webroot, and the sister of the founder of the company.  She was able to use her knowledge and connections to select the right people to talk with.  Getting to escort Daniel to those meetings and helping facilitate them helped build connections for me as well as for him.  I got to know people at Webroot that I hadn’t met yet, and that helped propel the community to be more useful to employees at Webroot.
  • We took many pictures from the visit and posted on the community to share Daniel’s visit with everyone, as you can see here: https://community.webroot.com/t5/Introduce-yourself-to-the/TripleHelix-visits-Webroot-HQ/m-p/126332 This allowed the rest of the community power users to share in the experience, and also be motivated towards the day when they would reach the VIP level and get their turn to visit.  That thread got over 1,000 pageviews, both for community members, users of the Webroot products, and Webroot employees.
  • Meeting Daniel in person and getting to spend so much time with him cemented the relationship that we’d begun online.  That helped tide us over the ups and downs of any relationship (such as the time when I accidentally forgot to invite him to the new private Beta group and made him feel slighted).

 

Negative feedback from the visit:

  • The one negative feedback that we heard from some Webroot employees was whether this visit was a suitable use of company resources.  Was it worth it to fly Daniel here, put him up in a hotel, and spend dozens of employee hours towards this project?  This showed us that the importance of customer feedback wasn’t completely well understood by everyone here at Webroot.  It made us realize that we still had work to do to evangelize the importance of community to the company at large.  That led us to kick off a project in 2015 to improve employee engagement in the community (which will hopefully be a story for a future Lithy award submission).

 

We asked Daniel to let us know what the experience was from his perspective, to make sure that the trip was valuable from his perspective.  And also to see if there was any feedback for improvements for next time.  Here’s what he had to say:

 

My visit to Webroot HQ was an awesome and once-in-a-lifetime experience that I will remember for the rest of my life. The first day Nic the Community Manager picked me up from the Denver airport and we drove up north to Broomfield where the Webroot Head Office is and we chatted all the way. Once we got there the Community & Social team had lunch ready for us and they all made me feel at home and very welcomed. Anna had an agenda made up for me for the afternoon and the next day, which allowed me to meet many groups of staff such as the Threat Research/Support teams and the Director of Threat Research let me push the button to release the latest Beta to Beta testers which was easy and fun. In the early afternoon they had a “Welcome to Webroot” cake and social hour with all the staff so I got to meet many people which I now call friends (and the Cake didn’t last too long!). Then I spent the rest of the afternoon with the Community & Social Teams to see what they do from their point of view and on the other side of the screen it’s a small world!

 

For the evening the Community & Social team took me out for dinner at a very nice place in Boulder, Colorado where Webroot had its beginning in 1997. Then we walked around Boulder for a couple of hours - what a nice city and the view of the mountains was so beautiful. The next morning I had breakfast with Mike Malloy, Executive VP of Products & Strategy and we had a very nice chat. Then he came and got me and had me come into an Executive Staff meeting and introduced me as an Ambassador of Webroot. Some of the senior staff had questions for me so I gave them my answers & advice, and in the end they all stood up and clapped to thank me and in turn I thanked them. As Mike was walking me out, the CEO Dick Williams shook my hand and said “thank you, and thank you for being an Ambassador of Webroot” - that really touched my heart, as they all were so nice. The rest of the day I spent my time with the Community/Social Groups and got to meet quite a few more Webroot staff such as the Development Group, and the Technical Product Manager. We had a nice chat and it was nice to meet them in person. The time went so fast, and then it was time for Nic to take me back to the airport to fly home. I really enjoyed myself with all the nice people I got to meet at Webroot HQ and I would like to thank all of them for making it a fantastic journey. Like I said, I will never forget it. Here are some very nice moments of my visit: https://community.webroot.com/t5/Introduce-yourself-to-the/TripleHelix-visits-Webroot-HQ/td-p/126332...

 

Thanks,

Daniel A Godin

 

 

Goal of this promotion: Build a loyalty program to reward members of our community

 

Why it was unique: We invited one of our VIP members to come visit our office in an all-expenses paid visit.

 

Results of the promotion: Lots of good connections with our top VIP within the company as well as the opportunity to showcase the rewards that our VIPs receive for being advocates and participating in the community.

 

Our video: 

 

 

 

Status:
2015 Lithy Winner

Lithys 2015: dtac - Most Creative Community Promot...

By JaniceK

Lithys 2015: dtac - Most Creative Community Promotion or Launch

Status: 2015 Lithy Winner
by Lithium Technologies JaniceK ‎04-27-2015 09:40 PM - edited ‎05-02-2016 06:53 PM

Company: Total Access Communication (dtac) dtac logo.jpg

Entry submitted by: Orraphan Saengsawat (nnnfonnn) AVP, Digital Service & Channel Strategy

Community: dtac Online Community (https://community.dtac.co.th/)

Lithy category: Most Creative Community Promotion or Launch

 

Total Access Communication Public Company Limited, commonly known as DTAC. We are one of Thailand's leading mobile service operators. Founded in August 1989, dtac currently has customer base of more than 28 million numbers (by Q2/2014) with various service freqencies of 800 MHz, 1800 MHz and recently acquired 2100 MHz – prompting dtac to be the only Network in Thailand with the biggest bandwidth at present.


The goal of our Community promotion

 

Our main objective was to build the customer centricity and cost savings from all forms of contact point, including call to call center, e-mails, social media posts. Customers will help to answer most of the cases.

 

When we talked about the goal of launching this community campaign, we wanted consumers knowing about dtac's new services so consumers could get closer to dtac and also ask questions, offer feedback on service, and share experiences and also their knowledge. We strived to have this campaign help move dtac SuperFans and brand advocates from other communities to be a part of this community and also help to drive engagement in our community.

 

Our promotion strategy

 

We’ve put more effort in the ‘launch stage’ period to establish the community. Most strategy and tactics focused on how to build brand awareness and get more active members participating in community. And in August 2014 dtac had the new CEO, K.Sigve, and our customers love him. So we created ‘Heart Talk with Sigve’, a live streaming event.

 

dtac 7.jpg

‘CEO COMMUNITY ENGAGEMENT SHOWS MEMBER ,YOU’RE THERE AND YOU CARE’

We hosted a Thai online influencer and dtac Superfans special dinner meeting with Mr.Sigve – dtac’s CEO on October 2015. We invited an additional 100 customers who are dtac’s SuperFans from our community to enjoy dinner and talk with our CEO. This special dinner was live broadcast via Youtube channel. And online customers were able to send their question to the CEO via posting in the dtac online community, Twitter, and Facebook.

 

We have the Commercial video and How to video. The video is running via dtac's youtube channel while customers are waiting for service at dtac stores. Our video had both commercial video that advertises our service and other video to provide an overview on ‘How to use ‘dtac's online community’. 

 

dtac 8.png

 

 

Promotion results

 

  • More than 5,000 online users saw the youtube live broadcast and generated more than 1,000 questions
  • We were able to convert 40 participants (Superfans) at the event to shift from other communities to be a part of dtac's online community where they help answer questions for our community members. 

 

Video entry

Soft Launch Event:

Commercial VDO: 

How to VDO:

 

 

 

 

 

 

 


Company: Total Access Communication (dtac) dtac logo.jpg

Entry submitted by: Orraphan Saengsawat (nnnfonnn) AVP, Digital Service & Channel Strategy

Community: dtac Online Community (https://community.dtac.co.th/)

Lithy category: Most Creative Community Promotion or Launch

 

Total Access Communication Public Company Limited, commonly known as DTAC. We are one of Thailand's leading mobile service operators. Founded in August 1989, dtac currently has customer base of more than 28 million numbers (by Q2/2014) with various service freqencies of 800 MHz, 1800 MHz and recently acquired 2100 MHz – prompting dtac to be the only Network in Thailand with the biggest bandwidth at present.


The goal of our Community promotion

 

Our main objective was to build the customer centricity and cost savings from all forms of contact point, including call to call center, e-mails, social media posts. Customers will help to answer most of the cases.

 

When we talked about the goal of launching this community campaign, we wanted consumers knowing about dtac's new services so consumers could get closer to dtac and also ask questions, offer feedback on service, and share experiences and also their knowledge. We strived to have this campaign help move dtac SuperFans and brand advocates from other communities to be a part of this community and also help to drive engagement in our community.

 

Our promotion strategy

 

We’ve put more effort in the ‘launch stage’ period to establish the community. Most strategy and tactics focused on how to build brand awareness and get more active members participating in community. And in August 2014 dtac had the new CEO, K.Sigve, and our customers love him. So we created ‘Heart Talk with Sigve’, a live streaming event.

 

dtac 7.jpg

‘CEO COMMUNITY ENGAGEMENT SHOWS MEMBER ,YOU’RE THERE AND YOU CARE’

We hosted a Thai online influencer and dtac Superfans special dinner meeting with Mr.Sigve – dtac’s CEO on October 2015. We invited an additional 100 customers who are dtac’s SuperFans from our community to enjoy dinner and talk with our CEO. This special dinner was live broadcast via Youtube channel. And online customers were able to send their question to the CEO via posting in the dtac online community, Twitter, and Facebook.

 

We have the Commercial video and How to video. The video is running via dtac's youtube channel while customers are waiting for service at dtac stores. Our video had both commercial video that advertises our service and other video to provide an overview on ‘How to use ‘dtac's online community’. 

 

dtac 8.png

 

 

Promotion results

 

  • More than 5,000 online users saw the youtube live broadcast and generated more than 1,000 questions
  • We were able to convert 40 participants (Superfans) at the event to shift from other communities to be a part of dtac's online community where they help answer questions for our community members. 

 

Video entry

Soft Launch Event:

Commercial VDO: 

How to VDO:

 

 

 

 

 

 

 

Status:
2014 Lithy Submission

Lithys 2014: Cortal Consors - Most Creative Promot...

By JaniceK

Lithys 2014: Cortal Consors - Most Creative Promotion or Launch

Status: 2014 Lithy Submission
by Lithium Technologies JaniceK ‎04-04-2014 10:37 AM - last edited on ‎05-09-2014 04:37 PM by Lithium Technologies DeniseJ

Company: Cortol Consors 

Entry submitted by: Clemens Eckstein (CCornerstone) Senior Expert eBusiness

Community: Die Wissenscommunity von Cortal Consors (https://wissen.cortalconsors.de)

Lithy category: Most Creative Promotion or Launch

 

Cortal Consors is a leading direct bank for investment: from trading to long term savings.

 

With sustainable innovations and a modern interpretation of banking services.

 

Our mission statement – what is our attitude?

As a leading direct bank for private investment, we liberate our clients from the restrictions of classical German banks.

 

We empower them to self-directed financial independence with all the support the client demands. Our know-how, our ability to innovate, the independence of our product offerings, and our unique passion are what drives us.

 

»Cortal Consors is the first address for self-directed investment.«


Our Business Goals

-       Financial Empowerment of Banking Customers

-       Transparency and Trustworthy Relationship with Customers

-       Innovation leader

 

The Lithium software builds the foundation for the three business goals described above.

 

Financial Empowerment:

 

Using the Tribal Knowledge Base we have the perfect platform for building and gathering trusted content.

 

The Forum offers real and up to date help for customers and place to discuss about financial markets. Since many long-term customers have gathered significant knowledge and experience in a wide array of banking topics the community allows us to tap this resource.

 

The Blog is another way for us to provide well-founded education to our banking clientele.

 

Transparency and Trustworthy Relationship:

 

Next to our presence in the forum and blog where we able to answer the questions of our customers we also provide the possibility to rate & review our products and services as one of the first banks in Europe.

 

This is a bold move for us since it puts great power in the hands of our customers. By allowing this open and public feedback from existing customers on our own platform we provide absolute transparency on our strength and weaknesses. The strong integration of our customer support in case of bad reviews allows us also to communicate, solve issues and build up a trustworthy relationshop. 

 

Our Business Results:

 

As it's only been 1 1/2 months, we are still undertaking the first steps. However, below you'll find some KPIs which already show significant improvement in comparison to our old “Knowledge” area. 

 

 

Most Creative Promotion or Launch (Video Entry):

 

The promotional video

-       Array of possibilities within the community (Community, Wiki, R&Rs,…)

-       The development of a newbie to successful investment

-       Social interaction

 

Together we know more – The new Cortal Consors Websection Knowledge

 

No matter if beginner or professional: The new Cortal Consors Websection Knowledge gives customers a voice. It provides a platform to communicate and supports its users to make the best financial decision. The new Websection Knowledge is supposed to address a wide target group. Every user should be able to help others with their expertise or can ask for help – there are no stupid questions.It´s important that users have fun to exchange their knowledge and that they are empowered to push their financial concerns further.

 

We want to convey all these contents in an easy, comprehendible and entertaining way. This is why we transport our message with moving images.

 

Our storytelling focuses on personal stories because its more emotional and less educational. The idea is to show by means of a personal success story how the Websection Knowledge works. Furthermore it boosts the attention and also the capacity for remembering.

 

The concept "Open Kitchen" is based on the idea that cooking brings people together: beginners learn from professionals, ideas are exchanged, like-minded persons get together, people support each other. We think: This is what the Websection Knowledge stands for and this is why we chose it to build the frame of our storyboard.

 

View our video herehttps://www.youtube.com/watch?v=s0gAUDIIf5w&feature=youtu.be

 

 

 


Company: Cortol Consors 

Entry submitted by: Clemens Eckstein (CCornerstone) Senior Expert eBusiness

Community: Die Wissenscommunity von Cortal Consors (https://wissen.cortalconsors.de)

Lithy category: Most Creative Promotion or Launch

 

Cortal Consors is a leading direct bank for investment: from trading to long term savings.

 

With sustainable innovations and a modern interpretation of banking services.

 

Our mission statement – what is our attitude?

As a leading direct bank for private investment, we liberate our clients from the restrictions of classical German banks.

 

We empower them to self-directed financial independence with all the support the client demands. Our know-how, our ability to innovate, the independence of our product offerings, and our unique passion are what drives us.

 

»Cortal Consors is the first address for self-directed investment.«


Our Business Goals

-       Financial Empowerment of Banking Customers

-       Transparency and Trustworthy Relationship with Customers

-       Innovation leader

 

The Lithium software builds the foundation for the three business goals described above.

 

Financial Empowerment:

 

Using the Tribal Knowledge Base we have the perfect platform for building and gathering trusted content.

 

The Forum offers real and up to date help for customers and place to discuss about financial markets. Since many long-term customers have gathered significant knowledge and experience in a wide array of banking topics the community allows us to tap this resource.

 

The Blog is another way for us to provide well-founded education to our banking clientele.

 

Transparency and Trustworthy Relationship:

 

Next to our presence in the forum and blog where we able to answer the questions of our customers we also provide the possibility to rate & review our products and services as one of the first banks in Europe.

 

This is a bold move for us since it puts great power in the hands of our customers. By allowing this open and public feedback from existing customers on our own platform we provide absolute transparency on our strength and weaknesses. The strong integration of our customer support in case of bad reviews allows us also to communicate, solve issues and build up a trustworthy relationshop. 

 

Our Business Results:

 

As it's only been 1 1/2 months, we are still undertaking the first steps. However, below you'll find some KPIs which already show significant improvement in comparison to our old “Knowledge” area. 

 

 

Most Creative Promotion or Launch (Video Entry):

 

The promotional video

-       Array of possibilities within the community (Community, Wiki, R&Rs,…)

-       The development of a newbie to successful investment

-       Social interaction

 

Together we know more – The new Cortal Consors Websection Knowledge

 

No matter if beginner or professional: The new Cortal Consors Websection Knowledge gives customers a voice. It provides a platform to communicate and supports its users to make the best financial decision. The new Websection Knowledge is supposed to address a wide target group. Every user should be able to help others with their expertise or can ask for help – there are no stupid questions.It´s important that users have fun to exchange their knowledge and that they are empowered to push their financial concerns further.

 

We want to convey all these contents in an easy, comprehendible and entertaining way. This is why we transport our message with moving images.

 

Our storytelling focuses on personal stories because its more emotional and less educational. The idea is to show by means of a personal success story how the Websection Knowledge works. Furthermore it boosts the attention and also the capacity for remembering.

 

The concept "Open Kitchen" is based on the idea that cooking brings people together: beginners learn from professionals, ideas are exchanged, like-minded persons get together, people support each other. We think: This is what the Websection Knowledge stands for and this is why we chose it to build the frame of our storyboard.

 

View our video herehttps://www.youtube.com/watch?v=s0gAUDIIf5w&feature=youtu.be

 

 

 

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