Company: MEO (Portugal Telecom)
Entry submitted by: Hugo Rebelo, Self Care Manager and Vanessa Simão (Vanessa_Simao)
Community: MEO FÓRUM (https://forum.meo.pt/)
Lithy category: Social ROI Titan
MEO is a fully owned subsidiary of PT Portugal, a leading telecommunications and multimedia operator based in Portugal. The company’s activities extend across all telecommunications segments: fixed line, mobile, multimedia, data and business solutions.
In the Portuguese market, PT is the leader in all segments it operates, with over 6 million mobile subscribers, 2.5 million wireline voice customers, 1.4 million pay-tv customers and 1.4 million broadband customers. PT is the pioneer and the market leader of convergent services, with a comprehensive offer of 3Play and 4Play bundles.
In 2014 domestic business revenues amounted to Eur 2,455 million.
In April 2014 we launched the online community forum.meo.pt (MEO Forum), a user generated knowledge platform aimed at providing first aid care to customers, despite the service, brand or equipment they have, and at the same time promoting brand advocacy.
Integrated in a new digital strategy, where all digital customer touch-points are managed to ensure consistent brand experience and seamless customer journeys, the MEO Forum was launched as a crucial layer of our e-care channels framework.
Since day one we developed the MEO Forum to be fully aligned with the other MEO digital platforms and sites, ensuring the desired consistency and synergies:
Common digital brand guidelines
Fully integrated within meo.pt site, as the other main digital platforms such as the customer selfcare site, the help and support contents, or the online store
Leverage on the single sign on (Login) used by all the MEO sites ecosystem
Contribute to traffic and lead generation through strong SEO performance
Social media integration with facebook
Mobile first strategy to drive user experience and address increasing usage of smartphones
Being such a young community, our main objective was to increase MEO brand credibility and to become our customer’s first choice when searching for online support. We established 3 main goals for the project:
Member acquisition and usage growth
During the first 9 monthsof existence, MEO Forum outperformed our estimates across all the relevant metrics:
7.105 members were acquired, generating 20.444 new posts in a total of 662.352 visits
Each new topic resulted in 5 new response posts with 12% of them receiving Kudos
MEO Forum reached market leadership, overtaking the main competitor’s long established online community, with more than four years of activity (source: webspectator)
A comprehensive marketing campaign was implemented to support the project launch. Several communication techniques were used to promote the forum, such as email marketing, banners in our web sites, social media campaigns, as well as a few non digital communication channels.
Additionally, we leveraged on the existing MEO single sign on (a proprietary sign on service with over 2.5 million users) to simplify registration and removing an important barrier to customer adoption and participation.
2. Resolution rate and call deflection
The main purpose of having an online community was to provide good and credible first aid care to customers, in order to improve customer satisfaction and reduce customer care costs with traditional channels.
Since we launched the forum, we are recording a decrease in the percentage of customers who need to use another customer care channel after visiting the forum, either for posting or just browsing for a solution. We call this “Leakage” – in 2014 less than 5% of the MEO Forum visitors had to contact a traditional customer care channel within the following 7 days.
To ensure that the appropriate content is provided to the community to minimize leakage, we have dedicated staff members and moderators with complementary roles. Staff members are there to help customers with personal queries and are the official voice of MEO. Moderators help to moderate the community, controlling members’ behavior, providing support in most of the community questions, and also generating new content.
Technical tutorials created by our moderators and other loyal and more active members, are appreciated by the community and contribute greatly to this decrease. They have high page views numbers and are also used by our technical staff.
3. Customer journeys optimisation and customer listening
As customer journeys are becoming increasingly digital, the number of customers that are firstly searching for help in the internet is growing consistently.
With the launch of MEO Forum, we intended to bridge the gap in our digital presence, providing our customers with a branded and credible online community where they can interact with other members to solve their service queries.
As more and more of these customer journeys begin with a Google search, SEO becomes top priority when it comes to implement good customer experiences. The quality of the content created by the online community and the increasing number of visits is generating more SEO traffic to our MEO website, fueling lead generation and engagement with the brand. As of December 2014, 9% of the meo.pt website SEO traffic was generated by MEO Forum.
MEO Forum strategy has been focusing on community listening to better understand our customer needs and provide valuable and timely information to the organization.
Today our help and support team and customer care teams are regularly updating their contents and processes based on insights from the community, which demonstrates how the MEO Forum helping to transform the way we serve our customers, beyond the digital frontier.
Despite the early stage of development, MEO Forum recorded fast growing adoption and usage metrics. In the last 12 months we had over 900 thousand visitors, which is close to 20% of the Portuguese population with internet access.
Based on the results achieved by the MEO Forum, and considering the outcomes of an online survey we conducted on the community website, we built a ROI model where we estimate savings in customer contact deflection of approximately € 560.000 during these first 12 months of activity.
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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: Gina Mulic (ginamulic) Manager, Social Media Support
Community: Rogers Community Forums (communityforums.rogers.com)
Lithy category: Best Social Marketing Program
Tech Essentials: Ask an Expert - connecting Rogers product teams with customers in an open conversation about their most challenging technology questions. Our new consumer website, Tech Essentials, was designed to provide Canadians with a deeper understanding of how today’s technology works.
To increase awareness for the site, corporate communications looked to the Rogers Community Forums for support. Over the last year the forums have become a platform for our product teams to engage directly with customers. In 2012, we covered mobile payment security and new product launches by hosting expert events.
Why use the Rogers Community Forums as a platform?
We know that over 90% of registered users are Rogers customers based on SSO ID sign-in
Events such as this give us a chance to present our point of view in an open and transparent way
The event creates link love for programs like Tech Essentials and promotes SEO.
The “Tech Essentials: Ask an Expert” forum series will run throughout 2013, providing our forum users with insider access to our product teams. Our first event covered roaming, a topic that can generate confusion and frustration for customers. We held an open Q&A over a two-hour period and generated a dozen questions and three Accepted Solutions. We received great feedback from customers as we clarified some misconceptions they had.
Marketing integration – the event was promoted through these owned channels:
On our corporate blog Redboard
On our online consumer magazine Connected Rogers
Using direct channels, we invited 90,000 customers via email to the event
Via Twitter - @RogersHelps, @RogersBuzz and using the #techessentials hashtag
We also asked employees to invite family, friends and customers with an intranet story
How does an event like this improve the customer experience?
Product owners get to hear directly from customers. It generates immediate feedback that can be used to improve product offers.
How does an event like this drive revenue?
The event was hosted just a few days before March Break, one of the most popular travel times for Canadians. By targeting customers we believe likely to roam, and providing instructions for roaming without worry, we expect more customers will purchase travel packs.
How does an event like this build advocacy?
The Rogers Community Forums are peer-to-peer. By posting validated answers, we’re empowering members of the community to answer future questions. We’re looking forward to hosting future events, coordinating with the Tech Essentials Monthly Spotlight, some possible topics include data usage and how parents can keep their kids safe online.
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