Company background: Upwork is the world’s work marketplace. We serve everyone from one-person startups to over 30% of the Fortune 100 with a powerful, trust-driven platform that enables companies and talent to work together in new ways that unlock their potential. Our talent community earned over $3.3 billion on Upwork in 2021 across more than 10,000 skills in categories including website & app development, creative & design, customer support, finance & accounting, consulting, and operations
Contact: Stan Gromer
Title: Director, Community
Related URLs: https://community.upwork.com/
Kudos Category: Best-in-Class: Community
1. Describe the organization's objectives in launching a community. What is the use-case and purpose of your community? Do you use your community for support, enablement and learning, marketing awareness, customer success, driving sales, product innovation, etc.? Has the community charter evolved in any way since launch?
2. Tell us about how you are using your community and how you made it happen. Did you get executive/business/stakeholder buy-in? What was your process to gain this buy-in? How have you achieved cross functional support, added stake-holders and increased organizational adoption?
Within Academy, we also offer Coaching Cohorts. These leverage Group Hubs, usually time-based for a few weeks to months, where users will often interact together during the cohort. Some cohorts are for brand new users of Upwork, some based on specific skills or improvements, and more. These cohorts are all led by members of our Academy team. These spaces have received excellent feedback from our members, and the Group Hub functionality has allowed us to quickly test many different concepts and ideas to see what works.
We've just kicked off using Khoros Events in our Community. We are using these a bit creatively at the moment, and we are using them as a way to organize years of past events. We've had events take place over Webex, Zoom, and various platforms, and we're now aligning the experience within Community.
In Q3, we'll be making significant changes as we integrate Bevy into the overall experience, combining the best capabilities of multiple platforms while having a singular experience entirely hosted on top of Khoros.
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.
We're also tracking increased searches with results and registered visitors, which correlates with our growth in support deflection savings. Our Traffic in Community has gone from years of flat growth to rapidly increasing as we revamped our Community, turned on new functionality, and started reminding our users that we existed!
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