Company: Adobe
Company background: Creativity is in our DNA. Our game-changing innovations are redefining the possibilities of digital experiences. We connect content and data and introduce new technologies that democratize creativity, shape the next generation of storytelling, and inspire entirely new categories of business.
Contact: Jonathan Chen
Title: Sr. Customer Marketing Specialist
Related URLs: www.nation.marketo.com
Kudos Category: Best-in-Class: Community
1. Describe your community(s) and how you decided to start a community or grow/change it? (user request, Khoros suggestion, internal idea, etc.).
The Marketing Nation Community is a peer-to-peer Community driven entirely by its customers. The Community serves as a vast repository for both user and employee-generated content; it houses our support portal, Marketo Engage user groups, beta community, product ideas space, Marketo University learning resource center, and much more. The Marketing Nation Community is also a touching point for many of our advocacy programs such as the Marketo Engage Champion and Fearless 50 programs.
After many years on the Jive-X community platform, we decided to take the leap forward and move the Marketing Nation to Khoros in January of this year. We chose Khoros for its superior customization, as well as its highly configurable APIs and reporting capabilities. The migration was an opportunity to uplevel every facet of our Community experience, including our homepage, community feeds, search engine, and support portal, with the goal of making our Community more personalized and enjoyable for users of all experience levels.
Marketing Nation Community Homepage
2. Tell us about how you made it happen? Did you stage it first? Who got an early look? How did you drive adoption? Did you get executive buy-in? Did you have any key iterations?
Long before we began development, we created a clear strategy for migrating our Community to the Khoros Community platform which was approved by executives. We then partnered with a design agency to rethink the UX for our Community and build a design from the ground up that was intuitive, minimal, and aesthetically pleasing.
As with all of our products, it was of utmost importance to us that we engaged as many of our customers as possible at every step of the way. We conducted two rounds of wireframe testing and an additional round of prototype testing with over 10 customers. The customers’ feedback was incorporated in several design iterations, including the addition of new features and suggestions that we are still improving on to this day.
To generate awareness and excitement for our Community upgrade, we put out a series of “sneak peeks” blogs in the weeks leading up to the final production push. This series of blogs spotlighted the most important aspects of the redesign and how customers would benefit.
Lastly, given that a move to any platform can be overwhelming and confusing for our beginner users, we partnered with one of our superusers to film a Community walkthrough. This video walked through every area of the new Community and included tips and best practices for beginners on how to get their questions answered quickly and completely.
3. What were the results? Tell us how it impacted your customer experience or the outcomes you seek as a business. Please include metrics if possible.
In the months since our migration to the Khoros platform, we have seen an increase in user engagement across the board.
We saw a 16% increase in active users in the immediate 6-month period post-migration (Jan ’20 – June ’20). We also saw a 133% increase in the number of Accepted solutions when comparing the 6 months before and after our migration to Khoros.
Another key metric we use to monitor the health of our community is an engagement score, which is calculated on the total points earned by all members in a month over the total registered visits for that same month. We’ve seen an 80% increase in our engagement score since our move to the Khoros platform, with an average 56% increase in total points and 97% increase in total registered visits month-over-month.
