1. Improve Customer Support and ROI with Customer Communities by Higher Logic By Andy Steggles, President, Higher Logic
Nov 21st, 2014
Higher Logic’s Connected Community is a private collaboration platform integrated with Microsoft Dynamics designed to drive engagement, promote information sharing and increase collaboration. Higher Logic is proud to power the Collaborate user group communities for Microsoft Dynamics CRM, AX, GP and NAV.
Andy Steggles, President & Chief Customer Officer of Higher Logic, will discuss the dynamics of customer communities and their ecosystems, and how those dynamics integrate to improve the customer support experience and increase overall enterprise cost savings. The strength and longevity of your ecosystem depends on the cohesive participation of customers, partners, employers and prospects.
Learn new best practices for empowering your customers through your partnerships:
Customer support systems
Social analytics
Marketing automation software
Community integration and successful community sites<
Forward thinking companies are moving away from traditional marketing channels and help desk models, and transitioning to an ecosystem that more closely aligns with the expectations of today’s customers and their social standards. Discover how to better utilize your partnerships and customer communities to accomplish your goals.

2. WELCOME! Andy Steggles President & Chief Customer Officer Higher Logic

3. Discussion Items Types of Communities Inbound Content Marketing
Embrace Your Customers
Frictionless Content
Case Deflection
Communication is interactive and two-way.
Customers come to you: Via search engines, referrals, social media etc.
Marketers provide value.
Marketers seek to entertain and/or educate.
INBOUND MARKETING is based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content members (and non-members) value.

4. Types of Communities: INTEREST GROUPS

5. Member Websites vs. Brochure Websites

7. Types of Community:
COMPONENTS

12. Types of Community:
MEETINGS

15. Types of Community:
INTRANETS

16. Intranets

18. Types of Community:
BLENDED LEARNING

23. OUTBOUND MARKETING
“OLD MARKETING" is "any marketing that pushes products or services on customers.“
Also referred to as: “Interruption Marketing”
Not Educational
One-Way Communication
Communication is one-way
Customers are sought out via print, TV, radio, magazine, banner ads etc.
Not educational
Interrupted – commercial when watching TV, reading an article and there is a full page ad. It’s not that they have been annoyed by it, just that they ignore/skim over it. It’s becoming much less effective as the amount of content proliferates.
“People don’t read ads - they read what interest them, and sometimes it is an ad.” -Howard Gossage

24. INBOUND MARKETING
Known as “Content Marketing” relies on earning people’s interest instead of buying it.
Communication is interactive and two-way.
Customers come to you: Via search engines, referrals, social media etc.
Marketers provide value.
Marketers seek to entertain and/or educate.
INBOUND MARKETING is based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content members (and non-members) value.

25. Src: http://moz.com/blog/goodbye-seomoz-hello-moz

26. Src. http://digital. relevance

27. INBOUND MARKETING
Paid media = spending money to leverage someone else's channel. Example or Google Ad words, facebook ads or retargeting/remarketing.
Earned media is when other people talk about you so much that they influence others to find out more about you. PR, Word of mouth, viral campaigns etc.
Owned media are the channels that you actually control i.e. you don't have to pay for them because you've created and control them. Example: Website, blog, list, social media channel etc.
Marketer needs to know how the various media channels will play together and the level of influence each has with the target customer.
Paid: Always test. If you can find a profitable channel, spend as quickly as you can.
Earned: It's WOM. Most marketers pay for earned media via PR investments. Consider spending the money on improving member satisfaction - then you'll get WOM which is much more authentic when coming from members.
Owned: This is arguably the most important and it is built over time. For example:
Create great content and create more word of mouth and engagement, fueling the Earned content. Be patient, it takes time.
Goal: reduce spend on paid media and increase in earned and owned. Focus on driving more of your traffic and customers being driven by earned and owned media. It's more authentic, converts at a higher rate and typically represents a higher lifetime value and most importantly, it's often much cheaper.

28. How Have You Generated Owned Content?
Blogs
Discussions
Abstract Submissions – helps with the conference
Pre-conference discussions
SlideShare

29. HIGHER LOGIC’s OWNED MEDIA
Learning Series
Educational Videos
Higher Logic Academy
Success Tips
Engagement Benchmarking
Hired a Writer
Guest Blogs
Paid Blogs
Speaking Engagements
White papers
User Group (HUG)
Net Promoter

32. Problem: owned media is Expensive Solution?
Learn about the new age of marketing and how the regular "interruption" marketing is being transformed by the onslaught of "inbound" marketing. The convergence of cloud and social technologies have created the perfect platform for intelligent inbound marketing.  Hear how two associations have moved away from traditional interruption marketing by leveraging their member volunteers to generate online engagement to produce a viable inbound marketing hub.  Discuss some of the more known platforms out there i.e. Hubspot, Eloqua, Marketo etc. and some of the pros and cons to each. Learn what Inbound marketing really is and some of the best practices to how it should tie into your AMS/CRM.

40. Other Community Crowdsourced Content Creation Ideas?

41. Open or Closed? (Network Effect)

42. MGMA Case Study (3 Year Period)
community.mgma.com
Launched in 2008
2,300 new discussion posts/mo (98,000 total)
60 new documents uploaded/mo (4,000 total)
5,430 different members have posted
658 different members have uploaded
465 blogs written
309 communities
19,500 connections
So let’s look at some numbers
That’s a lot of content! If was mostly your staff creating content for the consumption of the members, could they have created that much content?
Medical Group Management Association (MGMA) Case Study
Founded in 1966
Located in Denver, Colorado, USA
$27 Million annual budget
150 staff
~23,000 members

43. Landing Pages Example: higherlogic.com/benchmarking
CRO - Conversion Rate Optimization
Maximizing click-thrus on CTA's (Calls to Action) and conversions on landing pages is critical for successful inbound marketing. Through A/B or multivariant testing conversion rates can be optimized over time.

44. Lead Nurturing: Marketing Automation Platforms
Software solutions which allow marketers to deliver the right content on the right channel at the right time in order to maximize profitable consumer behavior.
Microsoft Dynamics Marketing
Marketo
HubSpot
Eloqua

46. CRM Integration Considerations
Website Lead Capture
CRM (Sales Qualified)
Remarket or Discard
Marketing Automation/ Lead Scoring
CRM
Connecting marketing automation tools with CRM helps close the gap between marketing and sales while facilitating open communication.
Marketing automation tools can be utilized as a retention tool, too. However, re-marketing doesn’t make up for missed deadlines, expectations not fulfilled and incomplete deliverables.
Example: Someone visits the “join today” page, but they don’t join. Later you could display an ad to just those people offering a free trial membership.

47. Interesting Marketing Possibilities

48. Other Remarketing Ideas?
Renewals?
Ads to show member benefits
Conference
Your friends are going!
Others?

49. Marketing Funnel
Unknown Leads Known Leads Marketing Qualified Leads (MQL) Sales Qualified/Accepted Leads Customer | Remarket | Exit
Software solutions which allow marketers to deliver the right content on the right channel at the right time in order to maximize profitable consumer behavior.

50. MEASURING AND RECOGNIZING
Recognition…

52. HCCA/SCCE Case Study (2 Year Period)
Results:
Revenue/membership growth is up net 22%
Membership growth HCCA 9%, SCCE 25%
Total revenue increase 18%
Conference attendance increase (50 conferences) 10-20%
“There is no way to prove the correlation between social media and our success.  However, anyone looking on who doesn't believe that social media is largely responsible for our success just doesn't get it.”
- Roy Snell, October 2011
On the subject of Engaged Members Spend More Money, let’s look at the strategy employed by the Healthcare Compliance Association.
Healthcare Compliance Association and the Society for Corporate Compliance and Ethics
Founded in 1997
Located in Minneapolis, Minnesota, USA
$13 Million annual budget
29 staff
10,000 dues paying members ($295 dues)
30,000 non-dues paying community members
And here are the results.
During a period where the US economy was in a recession. Where associations were generally seeing their event attendance cut in half and there member rolls falling, Roy’s organizations saw a net increate in revenue of 2
Now their CEO, Roy Snell, had, what I thought was a very forward looking strategy:
Make most content publicly accessible – this goes against the conventional wisdom. It is a member benefit! We can’t give it away to non-members!
Drive traffic to the site with the unique content – the search engines love unique content. The more there is, the more likely you will come up high in page rank for many terms that would be applicable to your industry – in other words, people interested in the kinds of things you talk about
Dramatically increase exposure to events and programs – letting in non-members, exposing to search engines, means a lot more eyeballs seeing your calendar of upcoming events, your certification programs, your for-purchase documents, etc. Remember the numbers from the last slide – 10,000 members but 3 times that in non-members!
Increased revenue comes from non-members – you get 4 times as many people looking at your events and programs and you’ll get more revenue.
2%!

53. Higher Logic User Group
450 Corporate Clients
1500 Users
2013 Stats:
1235 Subscribers
4121 Messages
400+ Conference Attendees

54. QUESTIONS?

55. ADDITIONAL RESOURCES?

56. ANDY STEGGLES President & Chief Customer Officer Higher Logic

57. American Society of Association Executives (ASAE) Case Study
Use Net Promoter Methodology
21,533 members
13,272 subscribed to Collaborate
3016 Completed Survey
81.6% (2462) of the Respondents were Collaborate Users

58. Correlation Analysis
Engaged Members: 23% More Likely to Recommend ASAE (Earned Media)
Completed Profile = Double NPS
Higher NPS = More Money Spent
More Money Spent = Higher NPS
Members who are Collaborate Users seem to have higher NPS scores compared to those who are not with a NPS of 22 being a Collaborate User versus a NPS of 0.1 as a non user.
When it came to having a photo, a bio, or both a photo and bio on their Collaborate profile, members who had one of the three had higher NPS ratings, approximately twice as high, with members having both a photo and bio having the highest NPS rating. These members also rated their satisfaction, importance, and investment of their ASAE membership the highest.
For the most part, it seems that if a member was part of a section in Collaborate, they would have a higher NPS rating. This is true for all of the following sections: Executive Management, CEO Network Online, Membership, Meetings and Expositions, Marketing Section, Small Staff Association, Finance and Business, and Communications. The only section it was not true for was the Technology Section. People who were not in Technology had higher NPS than people who were.
A variable “PersonOrderTotal” was created into categories to indicate a member’s spending with ASAE. NPS increased as the money spent increased except with a minor dip at members who spent between the $ $ section.
NPS also increased as well as satisfaction, importance and investment with ASAE membership as the # of total orders a member made increased.
Members who were in any community yielded a higher NPS than members who were not in any community.
Members who were in a committee were also more likely to have higher NPS than members who were not in any committees. In fact, as the number of committees increased, NPS also increased.