Company: Telstra Corp
Entry submitted by: Yannick Pierre (Yannick_P) Digital Community Manager
Community: CrowdSupport (crowdsupport.telstra.au)
Lithy category: Best Community Design
We have almost completed the process of redesigning our digital properties look and feel. This is a huge undertaking by the business and given the importance we place on our communities’ engagement, it was only right that we chose CrowdSupport to launch the new global header. By doing so we enabled our customers to easily navigate across the platform and main website resulting in an improved overall experience.
But this is only the first step, over time we will then align all of the community pages to the new Telstra online style guide so that customers have a consistent brand feel across the entire platform and with our other physical assets.
While we’ve begun work to align the brand design on the community, we’ve also introduced new homepage customization which includes features such as:
Customized categories and sub category pages
User options (turn on/off elements on homepage)
Custom banners area
These options allow customers/members to find answers quickly while connect our regular contributors to trending community questions. We recognised the need to make it easier for our customers to search through CrowdSupport answers so our simplified tab structure allows users to either find a solution quickly or view community in a default Lithium layout offering users the choice on how they want to contribute.
We also redesigned the search interface & results layout so that an accepted solution will float to top of page so our community members receive appropriate results without much effort. Telstra has a large customer base in both consumer and business markets, so we wanted to make sure that CrowdSupport would address both segment needs. This was important because our products and services differ significantly between the two groups. To address this we developed dual community layouts & dual Lithium blogs with content developed based on the needs of each group. This has resulted in significantly increased engagement particularly across the business segment. Using the Lithium REST API we have reviewed and reworked all of the high usage areas of the community so that optimum performance is delivered from these pages to our community. In addition we will also be implementing a full redesign of CrowdSupport for mobile & tablet so that layout is aligned to the desktop experience providing consistency, regardless of device.
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Company: Telefonica Movistar Entry submitted by: Emilio Rodriguez Menendez (UT04546) Community Manager
Community: Comunidad Movistar (comunidad.movistar.es )
Lithy category: Excellence in Customer Satisfaction
Telefónica is one of the world leading integrated operators in the telecommunications sector, providing communication, information and entertainment solutions, with presence in Europe and Latin America. It operates in 21 countries. As of December 2014, Telefónica’s total number of customers amounted to 341 million.
Our customer satisfaction initiatives in 2014 were CSI, NPS, Recommendations/Referrals, Noise, Average Response Time and CHI.
As such, our overall objectives have been to increase the CSI, visits, call deflection and commercial leads. See our Social ROI Titan entry for more results on visits and call deflection. In terms of our customer satisfaction initiatives, we focused on CSI, NPS, Recommendations/Referrals, Noise, Average Response Time, and CHI. All areas of our company have their own objectives that are aligned with the overarching company goals.
Improving online customer service was the most critical customer issue that we looked to solve with our Lithium Total Community implementation.
Here are the results of our top customer satisfaction initiatives:
CSI: Every time a user/customer receives attention from one of our moderators, we send him/her a link to our online survey asking to evaluate the help received (this applies to cases that need to be solved by official Movistar staff in terms of needing to check the customer information in our systems). We received a stable 9 throughout 2014 and this year. We assisted 120,000 customers in 2014, and in 2015 our moderators have already helped more than 24,000 customers.
NPS: In that same survey, we ask the user if he would recommend our help/attention to his friends and family. We are pleased to receive 99% positive answers.
Recommendations: As a result of the excellent help that we provide our community, we receive a lot of posts praising our work. And most importantly, we have many examples of users in external forums, referring other users/customers to our community when asking for help and acknowledging us as the best channel to get help from Movistar.
Noise: As a part of our strategy, we receive reports from our market research team in which they evaluate the noise about Movistar on the Internet. In this report, we evaluate the amount of noise and the tonality of the noise (positive, negative, neutral). Since the Community was launched, we are still the leading Telco company that receives the most mentions. Furthermore, we are the one in the telco sector that receives the most positive tonality in part due of the influence of the community (1.3M monthly visits).
Average Response Time : 6 hours, which is a significant reduction from our 2013 average response time of 14 hours.
LSW : We have recently started using Lithium Social Web (LSW) as a part of our strategy to improve our customer satisfaction and achieve even better results with response time.
CHI 785 : We have achieved a stable 780-785 CHI.
In addition to the above achievements, we have relocated our call centers in Spain (instead of outsourcing). We are also focusing on increasing the servicing to 70% in online channels in order to avoid expenses to our call center.
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Company: Sony Europe Ltd.
Entry submitted by: Nico Henderijckx (tweety2b) European Forum & Community Manager
Community: Sony Community (http://community.sony.co.uk)
Lithy category: Lithium Platform Innovator
Brief Company Info:
Sony is one of the world’s leading companies in consumer electronics and entertainment offering state-of-the-art and innovative products, movies, music and much more. With our products and services we provide an incredible entertainment experience for our customers.
In June 2013, we successfully migrated our 12 year-old existing European Sony Electronics forum to Lithium, which is active in 9 languages in 34 different countries.
When we decided to pursue migration to Lithium, our main goal was to create a community, where people do not only talk about their technical problems, but also engage with the rest of the community in their passions by reviewing user-generated content, company generated blogs as well as tutorials and workshops to help them get more out of their products and our services.
We aspired to provide a platform where our huge fan base of photo enthusiasts could share their content in galleries participating in monthly photo competitions. In doing so, we could help them increase their photography skills by providing workshops and tutorials as well as our excellent master classes moderated by Sony World Photography Awards winners.
We wanted to keep the community simple and clear, while being easy to navigate. In this context, we radically reduced the number of different boards, and provided an overview on our homepage to help users navigate.
Lithium has provided a robust platform with flexibility to adapt and measure our strategic goals via different content types, developer tools and metrics. Thanks to this flexibility, we were able to create a compelling photo gallery, full integration with other Sony websites and a simple design that follows Sony brand DNA.
The biggest innovation we brought was to re-purpose the whole contest module and use it as a photo/ wallpaper gallery. We really forced the limits of the module to have the most compelling look while following brand DNA. The same module is also used to run monthly Sony World Photography Award competitions which add around 2000-4000 photo submissions per month from users in 15 countries.
Gallery integration on homepage, achieved by REST API calls to retrieve recent contest entries:
The galleries incorporate a slideshow function, display the EXIF image information and let users access the original image file. Images can easily be managed on user profile pages where album functionality has been integrated. Finally, small customizations have been added to improve user experience, like adapting “new entry” buttons based on what users want to submit: a photo, wallpaper or a board post.
Data display of image detail:
Photo detail view:
We create a single competition each month that is referenced from multiple language communities. We adapt the page language of this competition page depending on the country user’s are accessing it from.
Display of SWPA Competition based on language ( English version):
Display of SWPA Competition based on language ( German version):
In addition to the photo gallery, Lithium is now fully integrated into our web presence, by sharing the same navigation, authentication and search functionality. This way, we can display the same header/footer navigation in different sites, which also has an integrated central authentication system. When a user is logged in in our marketing site, we also authenticate him in community, and retrieve its user details to welcome her in community header.
Search on our global website shows results from our community as well and customers can directly access our community to discuss with other customers. This is achieved by REST API calls to the related language community, incorporating the search term. As a result, we retrieve number of results in community and the first 3 results to display in an overview page to our users. Also support website is linked to our community by targeted REST APIs to give customers the best experience when looking for solutions. Here, we adapt the REST APIs based on product model and product category, to ensure users get the most relevant data as result.
Search on Global site with links to community search results:
Support Webpage, giving link to community results in each product support page:
We have simplified the navigation, pages and community structure, hence helping users to find their topics of interest much faster. The big and present search bar helps users to find related content as easy as on Google. By removing the right hand elements and moving them to the bottom of the page we focus clearly on the main message of the page such as banners, galleries and boards.
The new community is a big success!
With 7,126,596 searches per month and 6,745 posts for 1,441 new topics, the community is thriving.
Additional product features
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Company: Comcast Entry submitted by: Jared Schultheis (jschultheis) Executive Director, Digital Care
Community: Comcast Help & Support Forums (Forums.comcast.com )
LSW: @comcastcares, facebook.com/xfinity
Lithy category: Excellence in Customer Satisfaction
Comcast Corporation is a global media and technology company with two primary businesses, Comcast Cable and NBCUniversal. Comcast Cable is the nation's largest video, high-speed Internet and phone provider to residential customers under the XFINITY brand and also provides these services to businesses. Comcast has invested in technology to build an advanced network that delivers among the fastest broadband speeds, and brings customers personalized video, communications and home management offerings.
Transforming the customer experience is Comcast’s number one goal. Our customers deserve the best experience every time they interact with us. We have made significant changes and investments in our infrastructure, systems, processes, technology, and tools to improve the customer experience, including the ability to reach our customers quickly and easily through social media.
A key strategy in our multi-year roadmap to improving customer experience is using technology and innovation to delight customers. Expanding and continuing to evolve our Digital Care is an essential tactic in giving customers more choice in how they connect with us and solve problems.
The Digital Care team’s mission is simple: provide care and support to anyone who needs help, whenever and wherever he or she wants it. In 2014, the Digital Care team was challenged with these goals:
Increase the percentage of customers served through social media (by 100%),
Improve our ability to resolve customer inquiries directly within social care (to 90%+)
Through the application of technology, operational rigor and a determination to provide world-class service, the team more than exceeded our goals.
Our 2014 objectives were to achieve greater scale, resolve customer inquiries directly within our channel and drive positive change within the organization through actionable insights.
Scale: The number of customers supported by the Digital Care team since forming in 2008 has increased by 2,000% and continues to expand exponentially. Satisfying our customers’ needs begins with organizing the team in a way that is scalable, flexible and fully supported by the larger organization. We created distinct roles within Digital Care that include three teams:
Tenured experts capable of addressing complex inquiries.
Creating this team and new processes was made possible by the advanced routing, tagging and tracking within LSW.
In Channel Resolution: When customers call, chat or tweet about their service, they expect a resolution to happen through that channel. Our ability to resolve customer inquiries directly within social media depends on the team having access to all appropriate tools, the training to use those tools and direct lines of contact to other internal teams. Even when we call in other teams to help work through the customer’s inquiry, we remain the single point of contact for a customer. Through this approach, we have garnered credibility and demonstrated the long-term viability of social as a strong and effective service channel that requires much less effort from the customer.
Insights: Through LSW, we have created a Social Operations Center and Alerting System that provides real time trending specific to our product lines. This gives us an unfiltered stream of customer input and the ability to alert the appropriate teams when issues begin trending. This technology allows us to sort through the noise and provide meaningful information to the organization on a real time basis to consistently seeking out opportunities to transform the customer experience.
Because social and community support are ‘one-to-many’ interactions, a solution for one customer can often help out dozens or even hundreds of others, helping to avoid unnecessary customer questions and contacts. Based on a number of factors, including the ability to reach us through digital and social channels and tools like the My Account app that allow customers to more easily troubleshoot issues, Comcast has reduced the volume of customer contacts in traditional channels. Since 2010, we have seen nearly a 25% reduction in calls coming in and a 35% reduction in the need for service visits to customers’ homes in part by providing solutions through social and community channels. Through detailed analysis and application of data garnered through our LSW Analytics and LSI for our communities, we have seen that this amplification benefit has helped the Digital Care team handle nearly double the volume of more traditional channels.
There are several key areas where the Digital Care team is driving improvements that directly and indirectly impact customer satisfaction including:
Efficiency Gains: making it easier and faster for customers to find resolution to their issue
Channel Shift: meeting customers where they live online or in social media
Reducing Need To Call: solving customer issues through shared resolutions
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Company: Future Shop
Entry Submitted by: Laura Buchanan (LauraB) Social Community Specialist
Community: Tech Yeah Community ( community.futureshop.ca )
Lithy Categories: Best Community Technical Implementation
Future Shop, Canada’s number one retail website is owned by Best Buy Ltd and operates over 149 of stores. The Tech Yeah Community has existed for nearly 5 years and has served as a space where customers, Product Experts and vendor partners could connect about the latest in technology.
Future Shop‘s Product Experts have always played a significant role in shaping the direction of the Community, many of them have been active in the community since the day we launched.
When the Future Shop Retail Learning team approached eComm to help find a solution to make training accessible to all Product Experts regardless of their location, leveraging the Community seemed like a natural progression.
The FS-training.ca portal was intended as a one stop shop for associates to learn anytime, anywhere (Canada-wide).
What was built was a Community within a Community that serves as a hub for all of our store associates. Building fs-training.ca wasn't as simple as throwing up some boards, some significant technical hurdles were overcome to be able to host Flash and create an experience that was meaningful for our associates.
In this private community space, our PEs are able to:
read up on the latest products
connect with other associates in their categories from across the country
and even more importantly, it gives them a direct line into the Retail Learning team where they’ve been able to share their ideas and connect with the Retail Learning Specialists supporting them at head office.
Registering for the Tech Yeah Community is now part of the on-boarding process for every new associate and where they come to learn and share ideas. It's also an easy transition into the public-facing community where we've seen associates jumping in to share their knowledge with our customers.
In addition to the Continuous Learning, they also have access to updated Product Knowledge, Sales Culture and Retail Process training. The site is also regularly updated with Peer to Peer Learning in the form of Videos, Tribal Knowledge Base articles, and forum discussions which allows our associates to access their training material while they’re on the go or at home.
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Company: Rogers Communications
Categories: Best New Community (Launched after June 1, 2010)
Entered by: Eryn Billings (erynbillings)
Community Name: Rogers Community Forums
Launched: August 4, 2010
Rogers Communications Inc.'s new Community Forums should win the Lithy Award because we are proud of the impact our community is making, and how our social customer strategies are changing the game for our company.
On August 4th, 2010 we launched Rogers Community Forums with a focus strictly on technical issues and a pilot employee ambassador program. Despite our limited resources, the community sprang to life immediately and was moderated by the help of tech savvy super users in the first three months.
We've now surpassed 20,000 registered community members and look forward to implementing more promotional tactics in the next year and revisiting the scope of our community to expand the topics to include discussions around pricing and devices.
In Rogers RedBoard blog, we heard positive comments such as:
These forums are going to be awesome… I have seen these work for other companies and you get very prompt and helpful responses to your questions. I am glad Rogers is doing it… good work with the video too!!!
Nice!!! I love to see Rogers offering more and more ways of getting supoprt. I already like RogersHelp and other folks on Twitter. This is a nice addition. I dont think Bellus offer that.. Way to go!!
Well I don’t always support everything rogers does I have been with the company for a number of years.. It’s about time a forums section was opened up.. Well done
Happy to hear about the new technical forums Richard. Nice addition to helping Rogers clients
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Company: Fido (Rogers Communications)
Contact: Caroline Lalonde (Social Media Support and Community Manager)
Community: Fido Community
Lithy category: Excellence in Customer Satisfaction
Fido connects Canadians to the things they love through its ultrafast LTE network, as well as services such as Fido Pulse Plans and Fido Home Internet (Fido Home Internet currently only available in parts of Ontario).
Fido was originally launched by Microcell Solutions Inc. in 1996 and went on to revolutionize the wireless industry in Canada with a unique approach to pricing, a money-back satisfaction guarantee and more. Today, we continue to move ahead with new voice and data technologies as well as the latest in wireless Internet services to keep you connected to what matters most in your life.
The Fido network consists of three network technologies GSM, 4G HSPA+ and now LTE – the new global gold standard of wireless technology. Fido wireless compatible devices fall back onto each network, assuring you have a network to fall back onto. Fido also offers its customers access to the Fido TM wireless network coast-to-coast and with over 300 roaming partners in over 200 countries your device will be compatible wherever you travel.
Customer Satisfaction Initiatives
Our Community initiatives included:
The optimization of our Community content,
A complete redesign, and increase in customer support,
Deliverance of a seamless self-serve flow for our customers.
The primary motivation behind our redesign was to increase customer satisfaction by making them feel welcome and comfortable to participate in the Community. Our optimization project in early 2015 served to clean up the content on the Community to ensure accuracy and relevancy, enriching the self-serve experience for our customers. In total, 6600 threads were reviewed and labelled and over 3000 posts were marked as the Accepted Solution. 2015 was also the year we increased the number of Community Moderators, for the purpose of offering better and timelier support. Furthermore, we’ve taken measures to be more transparent with our customers by keeping the Community up to date with information such as software and network updates, website changes, really anything that would be useful for customers to know.
For Social Media, our goal was to:
Differentiate ourselves by delivering best in class service
Improve and maintaining an excellent response time and resolution rate.
We created a team of multi-skilled specialists to service our customers on our Social channels and act as Fido brand ambassadors. Offering the best customer service while maintaining a great response time means having the best tools at your disposal. This is where LSW comes in as a game changer. Not only does LSW help our Specialists offer the best customer service thanks to features like Knowledge base and queue assignment, it also proved to be the perfect tool to keep on top of our response time. Our resolution rate and NPS score are testimony to how LSW has reshaped how we help our customers on Social Media.
For the Community, we wanted to improve our CHI score and response time while offering full customer support. As a company who takes pride in the quality of our customer service, we understand that answering customers in a consistent and timely manner is key to their satisfaction. The implementation of LSW and the redesign of our Community were crucial elements in achieving these objectives.
The redesign and promotion of the Community attracted more members to participate, which in turn generated more traffic and liveliness overall. Over time, these steady increases resulted in a healthier and more active Community (significant increase in CHI score).
The implementation of LSW was essential in managing these new volumes of activity. Thanks to LSW, we were able to reduce, control and maintain our response time strategy for public and private messages, while ensuring no one ever remains unanswered.
With the help of Lithium, we have developed a world-class peer to peer support Community. The outcome of using LSW to process our customers’ requests in Community and Social Media channels was outstanding and resulted in our customers being incredibly satisfied.
For Social Media Support, we wanted to improve and maintain a best in class response time while increasing our NPS. LSW proved to be the best tool for us to achieve our goals, primarily thanks to the following features:
Analytics: Analytics helps us with reports and the analysis, such as our volumes (incoming posts, responses), response time, top topics…we can clearly see what our customers are chatting about, which allows us to address potential issues in a more efficient manner.
Tags: Tagging conversations gives us greater business insights, which in turn allow us to better serve our customers by identifying potential trends and proactively reacting to them, improving overall customer satisfaction.
Coaching: LSW is also a useful tool for coaching our specialists as it provides access to the conversation history, which in turn helps us deliver a better service to our customers.
Support: LSW helped us support the launch of FB Messenger and Twitter DM enhancement and in turn provided a better customer experience.
Pending: Having pending conversations sent back to our queue after 48 hours allows us to follow up with customers who stopped replying to us and therefore improves the customer experience and making us look on top of everything.
Rules and Routing: Through key words, we can proactively engage and offer help to people who are talking about us but aren’t actually reaching out to us. This shows our customers that we’re always willing to help and we’re not afraid to be proactive.
Traffic control: The prioritization (Klout), snooze feature and ability to assign posts to different queues helps us better manage our responses, and keep a close eye on our response time.
Our CHI increased by 159 points (30% increase) and we successfully reduced our Community response time by 93%. For Social Support, we registered an NPS of over +60 by the end of 2015, and reduced our response time by 87%, meriting and keeping the Very Responsive Facebook badge on March 1 , 2016.
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Entry Submitted by: Catherine Buzzitta Community Manager (cbuzzitta)
Community: Webroot Community ( community.webroot.com )
Lithy Categories: Best New Community (Launched after 1 June 2011)
Community Launch Date: 2 February 2012
Webroot is the perfect example of a company that needed a community.
We had a compelling story to tell, a revolutionary product that people wanted to talk about and a loyal army of advocates. Also, customer service and product innovation are at the crux of our business success.
Yet with so many undefined channels of communication, we struggled to have the kind of dialogue we needed to really drive our products forward and to resolve customer issues quickly.
It became clear that Webroot customers needed a place to talk to Webroot employees, ask questions, find answers, suggest ideas for our products, and stay in the loop on security industry news. And so with the help of Lithium’s team and our small project development team, we created the Webroot Community.
Success! It appears that a Community is exactly what our Webroot fan base wanted!
After an initial "sneak peek" launch on February 2, 2012 to about 20,000, we gained 30,000 page views in the first five days.
We launched to our entire customer base on February 15th. In just over a month since our public launch, we had over 525,000 page views and over 190,000 user sessions.
After one month, we had 770 registered users - 18% being Webroot employees. This metric is a testament to not only our early success in registrations, but also company involvement.
We have 34 ideas in our Ideas Exchange and all are reviewed bi-monthly with our Product Team. Half of the ideas have already been scheduled to be implemented in the next quarter.
We have 1493 posts and 681 kudos in our Community - with the most activity being in our 'Mobile for Android' forum. This showed us that our users have a lot of interest and questions about our Android app - which then spurred involvement from our mobile team in the Community.
WHAT LED TO THE SUCCESS?
The "sneak peek" roll out was huge because our highly technical advocates. They enjoy being a part of our betas, so we leveraged that in the Community as well.
We featured the community on Webroot’s homepage at the very top of the page, giving it easy accessibility.
We promoted the Community on our social channels, in our email newsletter, in our product and at events.
Webroot Employees were appropriately trained and encouraged to participate in the Community.
We engaged with our superusers early on - PMing them and making them feel important using ranks and roles.
We sent a friendly email out on behalf of the Community Manager asking for early feedback from select users.
We created an "intro" video, welcoming users to the Community and explaining how to use it.
In addition to setting up and customizing the overall architecture of the Community, we also implemented a secure SSL login to remain consistent with our security protocol. (very important to this security-savvy community)
We continue to evolve our forums to make it easier for users to set up their accounts (e.g. “Helpful Pointers for New Members,” a new internal-use-only employee forum, and a business forum to launch alongside our new business product).
We used the Community to cross-promote offers and sweepstakes.
In just one month, the Webroot Community developed into a knowledge resource for security-related topics and a rapid-fire response system for customer support issues. In fact, the response was so great we had to bring on additional support team members to remain dedicated to resolving customer issues on the community.
As a result, the correspondence between our support team, moderators, administrators, and users has been nothing short of impressive.
And lastly, don't take OUR word for it.
Hear what the Webroot Community has to say!
“Any questions or suggestions about your Webroot product, this is the forum to post them. Excellent Forum.”
“I have to say again Congrats to all of the Webroot teams from Development all the way to Support and now the Community Support Forums keep up the great work!”
“Thank you to the Webroot support team for all of your efforts! You ALL are the BOMB!”
“Well done. Keep up!”
"Nice to see Webroot with its own forum and a very nice once as well..I like the forum options...Love WSA keep up the good work."
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Entry submitted by: Ashish Seth (ashcool) Cloudsquads CEO and Founder
Community: YouSendIt Community (support.yousendit.com)
Lithy category: Best Business ROI
At YouSendIt, our #1 goal as an organization is customer satisfaction. Prior to deploying Lithium, we did not offer any support to our free users. With Lithium, we now have various ways to provide support to free users. This results in customer retention and increased brand equity because their positive experience propels them to recommend us to other users or pitch us in enterprise conversations.
The rate of support calls that come to our team should be lower than the rate of our company’s growth - basically call deflection is very important. In 2011, case volume growth was 4% per month. Lithium was implemented by Lithium partner, Cloudsquads, in December 2011, and in 2012, the case growth rate was decreased to 2.5% a month. Customers want to get their answer quickly and efficiently. Call deflection is good for the customer too as it gets them the answer they want quickly and the way they want it. When we rolled out, we saw a immediate 20% drop in call volume simply due to the much improved self-help options. Phone calls are the most expensive support ticket to take, and we were able to take what could have been a 20% cost savings and reinvest into delivering an even better support experience, which translates to more product virality and higher lifetime value of our customers.
Since our deployment of Lithium and some of the customizations that CloudSquads has made, we’ve been able to significantly slow the incoming rate of new cases, and in turn manage the many costs associated with scaling our call center, while at the same time meeting our #1 objective of delivering an exceptional customer experience.
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Entry submitted by: Ashish Seth (ashcool) Cloudsquads CEO and Founder
Community: YouSendIt Community (support.yousendit.com)
Lithy category: Best Community Technical Implementation
At YouSendIt, we really wanted a strong customer experience. And given our many types of customers, customization was definitely necessary. We customized the community in three unique ways:
1) Our Contact Us form. We have multiple ways the customer can contact us (email, live chat, call, search knowledge base, open discussion thread). This is all based on permissions (free, paid, enterprise). It was important to serve up the right options based on the type of customer asking for support. We needed to make the page smart to manage these permissions - which required customization.
Customized contact us forms based on customer type
2) Integrated search and chat integration. We believe we’ve provided a revolutionary and elegant support contact form. When a user clicks contact support they are presented with a page tailored for them depending upon what kind of customer they are (consumer, enterprise, other), and as they type into the subject line we instantly serve up answers based on articles in our knowledgebase and community. We recently switched to Zendesk as our ticketing system and rolled out chat-based support. As part of the rollout - we incorporated chat features directly into the contact form. The integration built by cloudsquads seamlessly transfers the user name and email Id along with the post content and creates a chat session. From the customers’ perspective, once they’ve completed the form, they can opt to email or live chat without reentering information. From our agents’ perspective, they’re able to get the customer information along with the context of the issue right from the Lithium form, and directly into our backend chat tool.
3) Site Status Page. Our customers rely on us to share large amounts of information quickly, securely, and reliably, thus service availability is critical to their business. We tied our service availability status indicator to the community experience - thus enabling real-time status push to our millions of subscribers.
Our Site Status Page is housed on Lithium as a custom blog. There are several key features that CloudSquads customized to make this very unique. The main page shows the most current “blog entry” which is our latest status, and a user can look at the history of blog posts to see our site status history. Additionally, we’ve provided a subscription widget so that users can subscribe and be notified whenever new site information is posted. Finally, we then have multiple other locations in our community, such as the “quick help” section on the main support page, that check the most current blog post and dynamically display the appropriate site status depending on a tag. These features allow us to very quickly update multiple locations on our site during maintenance or an event, and simultaneously notify our customers which helps us proactively avoid deluge of support queries.
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Company: Vodafone Turkey Entry submitted by: Fahrünnisa Bilgin (FahrunnisaB) Online Product Specialist - CMS & Social Media
Community: Vodafone Forum (forum.vodafone.com.tr )
Lithy category: Excellence in Customer Satisfaction
Vodafone revolutionized digital transformation in the Turkish telecommunication market. With a market share of %33,9 (Feb'15) Vodafone Turkey is in use of innovative online technologies and social media to service the special needs of Turkish mobile customers. Vodafone Forum launched in March 2012, as Turkey's first open discussion platform among competition is representing Vodafone Turkey with customer care on social media. Today Vodafone Forum is used as a marketing and support platform, increasing engagement of users through super user cultivation and brand advocacy.
Our 2014 customer satisfaction initiatives
At Vodafone Turkey, we take customer care to heart
Vodafone Turkey has a proactive approach in social media to collect customer insight. We have improved our success model, based on one-to-one customer care; where people receive answers from their personal moderators and super users. With these initiatives customers are getting a unique online experience since launch of Forum in 2012.
In 2014 we have listened to our super users and established new areas in Forum. We have created new discusission opportunities inside of boards for Vodafone Turkey's youth segment named "Vodafone Freezone" and "Vodafone Arena", which came through a partnership of Vodafone with the turkish soccer team Beşiktaş JK.
Our moderators are engaging users continuously, we have contests to drive user activities, where we awarded winners with high-tech devices such as tablets and 3g modems.
We have established a buddy programme in Vodafone Forum where we continue to guide people after problem resolution and provide feedback. In this way, Vodafone enables people to get in touch with each other and Vodafone Forum has excellent reputation with 80 K + registered users, 500 K + unique visitors and 1.2 M + pageviews monthly.
The issue that we were looking to solve with Lithium
We respect our customers and listen to their wishes
It was the most interesting case when one of our Forum users contacted us about a tariff change, which could be done only in one of our Vodafone Shops. The problem was that the user was disabled, our moderators tried to help online, but we came to know that the user was not able to get out of his house. It was clear for us, that we needed take one step more for getting this issue resolved. That's why our community admin has got in contact with the members of our sales & support team and we managed a meeting with the user and took a trip to his flat in the asian side of Istanbul. The tariff change was recorded in our documents and the case was resolved onsite. It was an amazing success story, which has been celebrated by our customer operation manager. Social media team is still chatting with this user from time to time.
We believe that everybody has the right to use the latest technology
The VF Forum team has come up with a new concept: reserving a special device stock and sending the device and desired accesories to the Vodafone Shop for customer pick-up. This method of delivery has great appeal to customers in rural areas who typically are not able to choose from a wide variety of devices. With Lithium's community platform,we communicated the complete device delivery process. This contributed to an increase in Vodafone Forum's eNPS score in a year with 29 points from -6 to +22.
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Entry submitted by: Thomas Kearsley (tkearsley) Community Manager
Community: Ooyala Community (community.ooyala.com)
Lithy category: Best New Community
Ooyala offers leading cross-device video analytics and monetization solutions, streaming over 1 billion videos to nearly 200 million unique viewers per month. The Ooyala Community was officially launched on 10/8/12. Since the launch we have seen 4,108 unique visitors with 20K+ page views. Our community is not open to anyone, only customers who have an account (Backlot) can comment. This limits the community to a low number of participants, but the community will grow as the company scales up.
My goal is to make the community a portal to everything Ooyala. A place to find solutions to technical issues, stay up on the latest trends ,and be informed of everything happening at the company. Since my start at Ooyala, I have implemented Google analytics into the site, giving us real-time information on who is visiting, OS, location etc.
I have integrated a Twitter feed for keeping up with the latest Ooyala mentions in social, and embedded Ooyala TV (video) on our home page where users can watch helpful videos. We are using the latest Lithium search (2.0) while building out our TKB with new content every day. I am excited to see our community grow in the months and years to come.
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Company: Groupe Casino
Entry submitted by: Christelle Dorat (Cexplor) Community Manager
Community: C'Vous (www.cvous.com)
Lithy category: Best Social Marketing Program
In February 2012, Groupe Casino launched Cvous.com, the 1 st community in France allowing customers from our 3 retail chains Casino, Franprix and Leader Price to co-create products and services for our stores.
C'VosIdées is where community members can propose, from scratch, ideas of products and services for the stores. The community votes for their favorite ideas and Groupe Casino reviews the top ideas and implements them when possible. For example, the concept of Idea N°1, a vegetarian corner gathering several vegetarian products in the same area of the stores, is currently undergoing testing.
C'VosProduits allows Casino, Franprix or Leader Price customers to vote for their favorite products and recommend them to others. It also helps our marketing teams collect customer insights on products sold in stores.
C'EntreVous is a forum where members can ask questions or give advice about retail shopping or everyday products. They are also able to post recipes and add the ingredients they need directly to their online shopping cart. This really simplifies and shortens shopping time for our customers!
Last but not least, cvous.com regularly proposes to its members to co-create products. There are two types of product co-creation. The first one consists of asking members to choose between different extensions of a product.
The second way is a deeper engagement with our members. One example we are very proud of is the Apérichefs story. This started with a casting. To participate, members submitted recipes or ideas of snack food products. Out of the candidates, nine Apérichefs were selected and invited to GroupeCasino's office in Paris to brainstorm and taste snack food products using their recipes or ideas. Currently on cvous.com, community members can vote amongst 6 delicious propositions of snack food products (madeleines) recommended by the 9 Apérichefs.
The C'Vous community is completely integrated into Groupe Casino's overall marketing strategy to support its goal to build proximity with customers and consumers in general. Thanks to the community, we can listen to our customers and improve their shopping experience by implementing their product and services ideas that impacts our sales positively increases customer loyalty to our stores.
C’Vous also received professional recognition. We were awarded two TopCom Awards in 2012 and two E-Marketing awards in 2013 (Grand Prix and Award of the Best Community Strategy).
The C'Vous Team
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Entry submitted by: Ben Shute (Benshute ) Manager, Social Business & Emerging Channels
Community: CommSec Community (Commsec.com.au )
Lithy category: Lithium Platform Innovator
CommSec is Australia’s leading online trading platform and a subsidiary of Australia’s largest bank, the Commonwealth Bank. We introduced CommSec Community in May 2013.
CommSec Community’s goal is simple - to be the largest active investor community in Australia. As a business, we recognized the potential to create a vibrant community where investors and traders can discuss trading strategies and ideas, and a place where those new to trading could learn from each other and feel free to ask questions about entering the market.
Building on the out of the box Lithium platform, we introduced a number of customizations at launch, including:
Automatic Board Assignment
To facilitate a breadth of discussion, our Community has been divided up into a range of boards, including general markets, charting, sections for new and advanced traders and sector specific boards to discuss individual stocks.
To make it easy for users to find the right boards, we created a stock code field in the new post pages which automatically assigns the best board for a post, and turns the stock code into a tag automatically.
Most discussed Stocks
The automatic assignment of a stock code to a tag helps us drive the Most Discussed Stock module that runs across various parts of the site and allows users to get an insight into the stock discussions that are trending over the past 5 days (this time period was set at a period dictated by the community).
This is presented at a Community wide level on general pages and the Community homepage, and at a sector specific level on board relating to areas such as materials and tech stocks.
A further enhancement to the post creation page is the ability to add a sentiment towards a particular stock. This is built on conditional logic, and will only appear if a stock code is added. Users can select one of 5 types of sentiment – buy, accumulate, hold, reduce, sell – depending on their opinion of the stock at that particular time.
We then add this aggregated sentiment to the most discussed stocks to give a rounded picture of the Community’s activity and discussions.
Live Stock Pricing
We have also integrated the ability to buy and sell directly from the discussions.
At the top of stock specific discussions, we have included live pricing information about the stock, covering current price, change, bid and offer, 52 week high and low and volume. From there we offer users the ability to add a stock to their watchlist and alerts, get a detailed quote, as well as buy and sell.
We see the Community as an important piece of the overall research customers should do in deciding what stocks to purchase.
We have integrated the ability to interact with Community from a number of our key areas of the site.
Quotes and Research:
In the first 12 months, the CommSec Community now has over 10,000 registered users having made nearly 50,000 posts, and another 8,000 active guests who return each week to read the content.
We have seen in excess of 13,500 trading actions commenced from Community – either addition of stocks to watchlists, or quotes, and over 3,000 trades placed via the platform.
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Company: Future Shop
Entry submitted by: Laura Buchanan (LauraB) Social Community Manager
Community: Future Shop Tech Yeah Steelbook Community (community.futureshop.ca/)
Lithy category: Best Superfan Story or Insight
This is the story of a group of superusers who came sort of out of nowhere to become influential in not only the community, but in the Future Shop movie business.
When we launched the Future Shop Community almost 6 years ago, it was always with the vision that it would be a place where our customers, employees and vendor partners would connect and engage directly. What’s happened in our Movies & TV Show forum over the past year has been a beautiful example of a niche group of passionate customers, an engaged merchant team & vendor partners who recognized the opportunity that this group of people represented.
Steelbooks are a special release of movies (new and old) that come in a metal packaging with different artwork than the regular DVD or Blu-ray releases. They are highly coveted among the collector community and Future Shop is in the unique position of being the sole distributor in Canada. Steelbooks are so sought after and produced in such limited quantities that you can find them re-selling for over $100!
The buyer team here at head office decided to start “leaking” Steelbook artwork and release information in the forum because it was easy to access and they could turn the “leaks” around quickly. When TheJord asked “What 2012 releases you would like to see in a steelbook?”, he got 24 replies and over 50,000 views on that single thread. Because of the engagement of all of the buyers & superfans, the Movies & TV Show board saw a 56% growth in board posts, a 59% growth in board views & a 75% growth in post views (YoY).
As the group of superusers continued to grow, so did their roles in the community – several rose quickly in the ranks and joined larger superuser programs in place for the entire community, our invite-only Community Ambassador program. They started posting Steelbook links for everyone to go place their pre-orders as soon as they were online.
Our vendor partners saw the passion that this group had for steelbooks and decided to tap into this by conducting polls in the forum to help them decide on what titles they would produce steelbooks for next. Future Shop produced approximately 80,000 steelbook last year and saw 60% comp growth online for last year – large in part due to the popularity of our Steelbook program.
The Steelbook superfans have also helped Future Shop to perfect the art of shipping Steelbooks without overpackaging them. Future Shop received lots of feedback on how to better package and ship Steelbooks so that they didn’t get dented or scratched, which was surfaced up to the teams who could directly impact this.
Shout-out to all of our Steelbook superfans!
Atomic, kaw, Drum18, jceperley, debaser17, TheJord, ZeroX39, pioupiou, saybinator & many more.
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Company: Barclaycard Entry submitted by: Jennifer Hitchens (JenH) Community Manager
Community: Barclaycard Travel Community (BarclaycardTravel.com )
Lithy category: Marketing Champion
Barclaycard US is the 9 th largest credit card issuer in the US. We believe that building community environments helps to support our credit card products creates a differentiated customer experience through enhanced support and innovative engagement.
The Barclaycard Travel Community: A portion of Barclaycard cardmembers are invited to join a community, share their travel experience, look to other members for travel inspiration and earn miles for engaging in community activities.
BarclaycardTravel.com is a one of a kind travel community where Barclaycard cardmembers and non-cardmembers can share travel experiences and earn miles that can be redeemed for travel rewards or e-certificates. Lithium’s community platform is the driving force behind out latest marketing initiative for the Barclaycard Travel Community.
The Barclaycard Travel Community Great Getaway Giveaway Campaign
This campaign utilized the Lithium platform capabilities in 5 different ways to launch an online sweepstakes promotion in November of 2014 called the Great Getaway Giveaway.
The primary focus of the marketing campaign was to increase community registrations to BarclaycardTravel.com and helped in exceeding the 2014 goal of 100,000 total community member registrations.
Using the Lithium platform, we were able to develop a campaign that would:
Represent the premium quality of the Barclaycard US brand in design and experience
Increase awareness of the Barclaycard Travel Community
Include meaningful interactions with contest participants - without creating obstacles to entry
Allow users to stay within a single, mobile-friendly environment
Our marketing campaign
We incorporated a variety of the Lithium platform functionality to build a successful marketing campaign:
1) The Great Getaway Giveaway featured a two-tier prize structure which not only promoted Community registrations through a sweepstakes, but highlighted the storytelling aspects of the Community that utilizes the blogging platform on Lithium.
2) Our customized home page on the Lithium platform enabled us to feature the Great Getaway Giveaway prominently in the rotating image “Hero” area:
3) The Lithium registration and login path was modified to enable existing Barclaycard Travel Community members to sign in, share their dream trip on the dedicated Lithium ‘Great Getaway Giveaway’ Discussion Board for a chance to win the Grand Prize. The registration flow also enabled a new registration flow where new users were seamlessly taken (after registration) to the dedicated Lithium ‘Great Getaway Giveaway’ Discussion Board for the second step of the sweepstakes.
4) We created a responsive registration page that enabled for a seamless mobile experience.
Step 1: (New registration path that is mobile optimized)
Step 2: Submitting a dream trip as an ‘entry’ in the dedicated discussion thread (also mobile optimized). Discussion board was customized for optimal viewing on multiple browsers and devices and Lithium out of box board settings were implemented so that a registered community member could only submit one dream trip.
5) To encourage our active (and newly registered) users to socially share the marketing campaign, we implemented a customized Lithium social sharing component with pre-populated text for a quick and easy method of spreading the word.
We also launched a #TravelSkills Twitter Chat with one of our key influencers, Johnny Jet and reinforced the #GreatGetawayGiveaway hashtag.
#TravelSkills Twitter Chat with Johnny Jet featuring #GreatGetawayGiveaway images in all questions
1,300 tweets with 339 contributors
3M timeline deliveries
Key Participants: Travel and Leisure, Marriott International, SmarterTravel, JDAndrews, Brett Snyder
Our campaign results
Great Getaway Giveaway Campaign Results:
Exceeded 100K Goal
31,824 new registrants: Exceeding our total campaign goal by 59%
26,510 “Dream Trip” submissions by community members; averaged 1 submission every 2 ½ minutes
430K Page Views during Sweepstakes; normal Page View average is 237K per month.
Increased engagement with existing Arrival cardmembers
During the sweepstakes promotion, increased Arrival cardmembers registering in the community by 20%.
Increase Social Media Mentions
1,123 Social Media Mentions (sentiment was 100% positive):
5% of mentions on Twitter #GreatGetawayGiveaway
27% of mentions on Facebook
Promoted posts = 252 shares
In addition to promoting the campaign via email, we also
incorporated a paid media campaign on Facebook:
14% of all registrations originated from Facebook
Utilized 11% of budget for FB ads
Email Campaigns provided high impact with very low cost:
61% of all registrations attributed from newsletter
Utilized 2% of budget to deploy 3 emails
Mobile capability integral
Integration of social sharing essential
Email targeting highest performing results
Creative assets: build in house
Repurpose existing assets & terms for potential future campaigns utilizing Lithium platform
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Company: Leroy Merlin Espańa
Entry submitted by: Francisco Campos Dominguez ( PacoCampos ) Social Media Manager
Community: Comunidad Leroy Merlin
Lithy Category: Total Community All Star
Leroy Merlin is the home improvement leader with +60 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.
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 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.
Beyond our objectives with Total Community, you will find the promotion and support between clients encouraging self-learning DIY, decoration, etc. These existing activities provide the best user experience for our customers but also a relief in the workload of our employees in the brick and mortar stores.
On the other hand, we obtained an increase in sales both indirectly in stores through workshops, tips/ideas shown in Bricopedia (Wikitips), and the Project Gallery. In addition, people can directly purchase in the online store by gathering all the materials required directly from the shared project in the community.
Finally, we achieve a greater commitment from our employees. They are getting to know the customers and their needs and discovering customers with a very high commitment when responding to complex questions, technical issues, or questions requiring advanced knowledge.
Benefits of a Total Community
A Lithium community and LSW are very important to our social strategy of providing customers. LSW enables seamless engagement with our customers, allowing us to respond to their support requests on Facebook, Twitter, Instragram and our community that help us as source of relevant content creating sinergies between our social channels.
In the community you can buy some projects in one click. The UGC is integrated in Newsletters, brochures and guides welcome you to interact, visiting the webpage, participating in workshops or sharing your passion about homes in the community. Too, the best projects become the protagonist in the most popular TV program in the country.
Social networks and Community build the "Social Ecosystem Leroy Merlin" with more that 3MM followers:
+ 720.000 Followers in Facebook
+65.000 Followers in twitter
+63.000 suscriptors in youtube
+12.000 followers in pinterest and instagram.
+2MM users uniques in the Community
27% Projects (Ideas)
18% Bricopedias (TKB)
To measure the success of the Community, Leroy Merlin focused on 3 main KPIs:
+2MM 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
+23.000 Number of content generated: Whenever members of the Community generate content for free, the company saves the cost of producing marketing/corporate materials
+20.000Number of visits to the store: Every time the Community drives a customer to visit the online store a sales opportunity is generated
You cant see it, but you can perceive that it is a company that listens its clients, that tries to help them and that wants to improve every day.
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Entry submitted by: Darren Choo (darren) AVP of Social CRM
Community: StarHub Community (http://community.starhub.com/)
Lithy category: Digital Strategy Leader
StarHub Community, together with our social media agency Vocanic has implemented a stellar digital strategy which no other brand on the Lithium platform has done before. We have made StarHub Community the go-to platform for user discussion on all things StarHub: Social TV, Social Sales, Engagement of Segments, Sponsorship, cultivating Influencers & Advocates, nurturing Loyalty and building Partnerships. 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 infocommunications 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.
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)
What were the goals?
We wanted to position StarHub as a company that listens, understands, cares for our customers and the Singapore community. At the same time, we acknowledge that endorsements are often regarded to be more credible and objective when they come from third parties that do not have a stake in the business.
In creating a new platform, it was crucial that it be instrumental in cultivating brand advocates, where in times of need, users could step in to defend the brand on our behalf from the “bashing” conducted by others. It was to also be a sanctuary for frank opinions, transparency and a hotbed for equipment testing by our loyal customers.
Hence, the aim was to create a community managed by consumers, for the consumers and moderated by StarHub.
StarHub Community would present a centralized platform for existing customers to turn to should they have any StarHub product or service-related problems. There, they would be able to access to a wealth of user-generated trouble-shooting tips, solutions, general information and more.
In harnessing the community for support, the secondary goals were to reduce budget spent to hire and train call-centre personnel, and at the same time increase efficiency in addressing technical issues.
In addition, the community would serve as the go-to place for StarHub news updates regarding new handset releases, promotions, cable television show discussions and more. For the ladies, it served as a rallying point to take part in contests and promotions tied in with Lady First Singapore – franchised from Taiwan’s leading lifestyle magazine show.
StarHub Community as a whole would stand as a lifestyle hub for the masses.
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.
1) Social TV
StarHub cable television provides a colourful and energetic tapestry of entertainment that constantly engages with consumers. The proposition for Social TV was to tap into this buzz, taking it offline to drive participation on StarHub Community.
As part of the brand’s 2-year SCRM roadmap, we aimed to promote product and service launches through Social Media. StarHub has gone into production of its own content and StarHub Community was seen as the perfect opportunity to drive exposure and engagement.
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-Winners-Announcement/m-p/36223#M10
Oscars – Predict the Winners
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
HITS TV – crowd source for which shows to air next
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.
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
In addition to posts on StarHub’s social media platforms, the HITS channel on StarHub TV even ran a TVC promoting the contest: http://youtu.be/09GdqFRdP_Q
Post on Community
2) Social Sales
Background: To encourage recontracts, customers needed to feel the want to. Social Sales put into place a process to help existing customers make that informed choice during their zero-moment of truth (ZMOT) i.e. the step they take right before they make a purchase.
Direct mailers and eDMs were utilized to present a recontract offer that encouraged the customer to head to the Community to ask questions about the offer and get opinions. Community managers on Community then responded to their queries, helping them make the choice to stay with us. This thread garnered 88,000 views.
Posts on Community: http://community.starhub.com/t5/Broadband-Recontract-Offers/StarHub-Broadband-Recontract-offer- HomeHub-and-more/m-p/21994#U21994 http://community.starhub.com/t5/Hubbing/100-Mbps-Cable-and-200-Mbps-Fibre-HomeHub-plans-now-available/td-p/39663 http://community.starhub.com/t5/TV-Recontract-Offer/StarHub-TV-Recontract-Offer/m-p/35619#U35619
3) Segment Engagement Strategy
Background: In order to diversify conversation threads and subjects in the Community beyond technology, the brand tapped into the various likes and interests harboured by fans to create and list lifestyle content.
This produced two long-term advantages. First, we were able – through the information gathered – develop a knowledge base that gave us an insight into our customers. This would allow us to tailor marketing strategies accordingly. Secondly, with this knowledge at our disposal, we were able to effectively take the conversation to our customers, speak in a language they appreciate, and harvest a meaningful relationship.
Food segment – Auspicious dishes
Background: StarHub’s Hubalicious - a gastronomic extravaganza that celebrates all things food – is a testament for the brand’s love for food. And since food holds a special place in the hearts of Singaporeans, the opportunity presented itself, to reach out to consumers via gastronomy.
StarHub leveraged on the Chinese New Year festivities to invite fans to share their celebrations with food. It was a call for foodies to unite, to showcase home-made treats and dishes. The top-voted entry walked away with a Samsung GALAXY S4 (LTE), while consolation prizes were made up of 8 $50 Resorts World Sentosa vouchers.
Results: - 252 unique visitors - 20 entries
View the entries here: http://community.starhub.com/t5/ideas/v2/ideaexchangepage/blog-id/CNY-AuspiciousDishes-Contest/tab/most-kudoed
Female segment – Ask the beauty experts and Lady First community activation
Lady First didn’t just fulfil our Social TV agenda (above). It also served as a content piece to drive participation from the Female segment. Please refer to the Social TV segment above for results.
Travel Segment - Crowdsourcing of itineraries
In conjunction with the year-end holidays, travel plans follow with fervor. StarHub recognized this and tapped into the myriad of vacationers planning their getaways. Through Community, StarHub encouraged members to share their upcoming travel itineraries and get their friends to vote for them. However, no touristy itineraries were allowed. Anyone can head to the Eiffel Tower. Plans shared had to unveil lesser known foreign destinations like jungle trekking in Cambodia and local coffee shops in Vietnam, and more.
3 winners snagged a total of $2,000 Chan Brother Travel Gift Vouchers. (3rd prize: $400, 2nd prize: $600, and 1st prize: $1,000.)
Results: - 1,404 unique visitors - 29 entries
After the contest ended, we created an Interest Group on StarHub Community with the crowd-sourced travel itineraries so visitors can continue to discuss and share their ideas.
Elderly segment – Active Ageing Hackathon Phase 1
The StarHub Golden Gurus initiative saw campaigns rolled-out on the Community targeted at including senior citizens in the online conversation. The brand appreciated that seniors often felt left behind and clueless when it came to IT, new media, the internet and the likes. Golden Gurus sought out seniors who were well versed in the intricacies of technology to coerce and train their peers.
The Active Ageing Hackathon paired StarHub Community members with UP Singapore members to bring together experts, researchers, marketers, designers and developers over one weekend from 16 - 18 Aug 2013 to develop prototypes of solutions to improve the lives of our Seniors in Singapore. 2 best ideas clinched a Samsung GALAXY Tab 2 7.0 Tab each.
Results: - 988 unique visitors - 97 entries - 2,305 votes
View the entries here: http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathon
Elderly segment – Active Ageing Hackathon Phase 2
In a follow-up to the submissions from phase 1, we displayed the submitted prototypes on the Community and asked people to vote for their favourite ones on the forum, giving them the power of influence in helping the prototypes become a reality. 10 $50 StarHub vouchers were given away to lucky voters.
Results: - 106 unique visitors - 381 votes
Community post: http://community.starhub.com/t5/Closed-Active-Ageing-Hackathon/idb-p/activeageinghackathonphase2
4) Sponsorship - Digital Engagement Strategy
Kim Soo Hyun
In a typical sponsorship deal where a celebrity is involved, fans rarely get the chance to revel in the thick of the action. StarHub Community however, gives them a unique digital platform where their shared content is logged, consolidated and seen by all – giving them the airtime to unabashedly show off their love for the star.
Popular Korean celebrity Kim Soo Hyun commands legions of fans in Singapore. We set out to give his fans an avenue to shout about their adoration by showcasing their “die-hardness”. All they had to do was to get creative with photos, videos and more and the best entries would win a pair of passes to an exclusive fan-meet.
Total entries: 60 within just 4 days
For those who had passes in hand, we leveraged the selfie trend to get fans to take creative photos of themselves with ticket stubs for a chance to have Kim Soo Hyun call them on their phone during the event to join him on stage and grant their one wish with him.
Total entries: 181 within just 9 days
5) Influencer and Advocacy strategy
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.
Watch this video introducing the Sparklers Club! http://youtu.be/luUmeumI5YQ
More info: http://community.starhub.com/t5/StarHub-Community-Blog/StarHub-Community-welcomes-its- 1-000-000th-unique-visitor/ba-p/58529
6) Loyalty strategy
StarHub Community Rewards Phase 1
In conjunction with the 1st anniversary of StarHub Community, we partnered with 15 different lifestyle and F&B brands, with exclusive members-only offers. For purposes of the redemption, we created a mobile browser app, from which fans could flash offers to merchants (following a sign-up through Community) in order to enjoy respective perks.
Results: - 3,606 participants, 2,547 new SHC members through this app, 434 offers redeemed across the period of 3 months (Oct – Dec 2013) - 11,601 unique visitors, 14,550 visits, 753 StarHub Facebook page likes Jackpot Bonanza
The objective of Jackpot Bonanza was member acquisition. A total of 198 prizes worth $10,000 were up for grabs through a specially designed digital slot machine.
Every player was given 10 chances to spin. The catch was this – if they’d run out of chances, they were then required to perform social tasks like tweet, invite friends or sign up on StarHub Community to get extra chances.
Results: - 6,205 people played Jackpot Bonanza, 1,752 new SHC registrations - 700 tweets, 1,331 Facebook invites. - 11,502 unique visitors, 21,299 visits
7) Partnership strategy
StarHub entered into a partnership with Marina Bay Sands in support of the Annie Leibovitz exhibition. A contest will be launched on 5 May, targeting photography enthusiasts on Community, inviting them to reenact a rendition of selected Leibovitz works.
The best photo will win tickets to the Annie Leibovitz exhibition at ArtScience Museum and a night’s stay at the Marina Bay Sands Hotel including access to the rooftop infinity pool.
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Company: Google Inc.
Entry submitted by: Agata Kryzsztofik (Agata) Community Program Manager
Community: AdWords Community (http://www.en.adwords-community.com)
Lithy category: Best Community Technical Implementation
Google AdWords has been working closely with Lithium Engineering on seamless migration of our users from OpenId to OAuth2. We wanted to make sure that users who are coming to our Community are offered with a Single sign-on experience that they are used to when using other Google products.
The OAuth2 implementation allows our users to use the same login and avatar for the Community as the one they are already using for other Google products and switch between various Google accounts. It also removed the need for Lithium to create, maintain and secure a login email and password store. All together it makes the sign-in process fast and secure for our users.
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Company: Orange Spain Entry submitted by: Santiago Martín Martín (tiako) Social Support Manager
Community: Comunidad Orange (https://comunidad.orange.es ) and La Comunidad amena.com (https://comunidad.amena.com)
Lithy category: Support Savings MVP
Orange Espagne SAU is one of the biggest telecom companies in Spain with almost 15 million of customers. It is part of Orange Group and operates with three brands in the Spanish market: Orange, amena.com and Simyo.
In 2014, Orange Spain took the decision to take a big step in the social support of our customers. Lithium applications were a key enabler and platform for the execution of this new strategy.
The cornerstone of this strategy has been the launch of new communities, in our two brands (Orange and Amena.com) as a new space of conversation and help among our customers.
Our main business goal has been call deflection with a big focus in superusers cultivation program (see Marketing champion Orange Spain application). We have used extensively gamification facilities of Lithium community to get our superusers to create a big amount of solutions to other customers issues.
Orange Spain community replaced our old forums and it proved essential to not losing SEO positioning of main threads thanks to the easy and proper migration process.
Besides, we decided to put in place a new social customer support model, mainly in Facebook and Twitter, focusing on customer satisfaction, resolution and response time.
LSW has helped us to build this new model and to get the highest performance of our support and comms teams. We have made extensive usage of tagging, queuing and reporting facilities of the application, getting the better efficiency of our agents who only have to be focused in solving our customer request and incidents.
Our customer care organization changes as a result of cost reductions with Community and LSW
All the activity in communities and social media channels is managed by two different areas of the company: Comms and Customer Support, with more than 50 people conversing with our customers.
In telco industry, main part or social activity is about customers asking support. It is a big challenge to be able to build a model that integrates social support seamlessly in the whole customer support processes.
LSW has allowed us to organize tasks and people and get the most of everyone. We have been able to integrate the work of community managers, support agents, web advisors and community moderators. All they know who is the responsible to answer any tweet or post coming to our social accounts thanks to the queues and rules that we have built over LSW.
We are proud of our highly motivated and skilled teams!!
Our business results
Regarding communities, we have got 300k monthly visits. Mainly, these visits are coming to communities to solve any doubt or problem. We have found that 27% of visitors surveyed, say that they get their problem solved in their visit, so we are saving costs consistently: around 500k euros at year.
We are very happy also with the contribution to the community of our superusers: 56% of topics of the last month, got a solution by one of them.
Regarding social media, Facebook and Twitter, we are very proud of achieving our goals of response time and customer satisfaction: we answer 90% of posts in our SLA time (2 hours), and we got 80% of customer satisfaction in these interactions.
These indicators have put us consistently in the top-5 of most socially devoted brands in Spain on Facebook, month by month, according to Social Bakers ranking.
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