Company: HP Entry submitted by: Tyna Chua (tyna_c) Social Media Manager Community: HP Support Forum (h30434.www3.hp.com) Lithy category: Best Social Support Program _______________________________________________   The award-winning HP Consumer Support Forums – the cornerstone of HP’s social support efforts – are a global interactive community where HP customers connect online with one another to exchange insights, tips and answers to each other's questions.   Boasting traffic of two visits every second in 2012, the HP Consumer Support Forums have hit some remarkable milestones which demonstrate their reach, impact and growth:   With a notable 48% increase in Forum questions, the community handled this growth effectively, showing a 17% improvement in reply rate.  We are showing continued improvement in reply rates, with the last three months showing an increase of 27%. An impressive 80% increase in page views of Accepted Solutions. Accepted Solutions are viewed 1,500 times on average, enabling others to benefit from a solution provided by the community to the original post-er. (Data is based on 2012 compared to 2011).   Drivers of Success   At the heart of HP’s Social Support Program are the following:   I.  Community Engagement HP’s social care community would not be as successful as it is today if it weren’t for our volunteer "HP Experts" – employees and customers who donate their time to the Forums to answer HP customer questions.These Experts are the life blood of HP’s Forums, and their active participation directly influences the vibrancy and vitality of the seven HP Forum communities.   So how do we energize and motivate our Experts to keep participating in our Forums?  We continue to develop our HP Expert Program, which includes:   Our annual Social Support Summit, bringing together hundreds of our top Forum contributors from around the world with one thing in common: a passion to help others through social tools.   In its second year, the Summit this March in Orlando, FL attracted 200 attendees speaking more than seven languages: English, French, German, Korean, Portuguese, Spanish and Chinese.   Worldwide expert meet ups:  Meet-ups bring together global and regional HP employees and local volunteers for informal social gatherings to exchange ideas and solutions. Contests:  HP introduced a gaming challenge for top contributors to respond to threads on the least active Forum boards. Expert Days: 24-hour Expert "marathons” on specific topics designed to accelerate solutions to customer issues. Improving Expert efficiency with an Unanswered Questions Widget: A widget displaying unanswered Forum posts allows HP Experts fast and easy access to neglected posts, resulting in faster response times and more satisfied customers. Product Loan Program: Provides Experts the opportunity to have the most popular HP products in their homes so they can better help customers asking product-specific questions.  Product Briefing Series:  Provide training on new HP products and technologies, giving Experts up-to-date knowledge to help customers in the Forums.  We conducted seven Product Briefings in 2012, with more planned in 2013.  These initiatives helped contribute to the following results (Data is based on 2012 compared to 2011):                                 II. Customer Experience Because the great majority of our Forum visitors are “observers,” we have placed due emphasis on improving the user interface by making it easier for visitors to ask a question or search the Forums.  In partnership with Lithium, we have launched several customer experience improvements that increase visibility to the “ask” feature and improve search results layout.   Preliminary data shows that the changes yield positive results, increasing Forum search by 66% globally (week after release average vs. week prior to release average).  In the pipeline are changes to simplify registration and encourage customer feedback.   III.  Monitoring and Harvesting We currently harvest our Forum conversations and provide frequent, regular feedback to the business units for product improvement or service/support quality. Funneling customer feedback from Forums to business units results in improvements such as creation of patches by our software development team or updates to content on our website.Additionally, every month, we provide the business units with a list of top viewed threads that have not been solved by the community so they can further investigate and provide guidance.   IV. Investments Our Forums are a key component of our overall support strategy, and this is evident in our investment priorities, including: improving our tools and making enhancements to the Forums experience recruiting top talent to add to our army of Experts and advocates investing in our volunteer base and dedicated agents that help assist our customers Social media as a channel for customer support continues to grow in importance to HP and its customers.  Our Forum activity remains far-reaching, providing support throughout several regions and languages.   Quick Timeline HP's Consumer Support Forums available since 2009 Quarterly Expert Days across seven languages commenced 2009 Expert meet ups commenced 2010 Inaugural Social Support Summit occurred March 2012 One billion Page Views milestone in November 2012        

Company: Elisa Entry submitted by: Noora Halme (Noora) Community Manager Community: Elisa Palsta (palsta.elisa.fi) Community: Saunalahti Palsta (palsta.saunalahti.fi) Lithy category: Best Community Design ___________________________________________________________________   Saunalahti and Elisa had separate discussion/help forums for several years, original launches dating back to 2005 and 2009. That makes a total of ten years of conversations and community bonding! When we decided to bring our community to the next level and moved the old forums over to the Lithium platform, we had few things to consider design-wise:   We wanted to keep our community clear and simple, easy to navigate, visually new but similar to what our users were used to. With a decade of history with little or none design changes, we couldn’t risk losing our members due to a radical change from classic and simple design to something very cutting edge. Our current Scandinavian design reflects the minimal taste of our Finnish users. The whole web presence of Elisa and Saunalahti is being renewed during 2013, and we wanted to be the first ones to take the changes into account. Elisa is a pioneer of support communities among Finnish telecom companies, and as a community, we wanted to be pioneers also internally. We were excited about the great new features that could guide our users to the most relevant and helpful content. We wanted to present kudos, solutions, subscriptions and bookmarks on our forum pages in a way that would make it possible for all of our users to find relevant content easily. Our goal is to be easy to approach and intuitive. Two brands, one community. We have one community, but two separate brands. Elisa provides IPTV-services, e-books and home security systems and Saunalahti focuses on mobile and broadband services and our customers are interested in different things depending on their products and services. We want to be there to help and to listen on both brands, forum pages have to be similar, but still provide relevant content for all types of customers. This was no easy task, but we managed to do it!   Our main focus is to provide a safe and friendly environment to our customers to ask questions about our products and services - we're essentially a support forum, a challenger to traditional customer support via telephone and e-mail. The community is a natural part of our customer care for us and - more importantly - to our customers.   We have had loads of good feedback from our clear colors, simple navigation, simplicity and the visual similarity of our two forums that form one community. The usability of our forums has been much praised: even though the radical decrease of different boards, from 30 to 11 on Saunalahti and 23 to nine on Elisa, was frowned upon at first, our members soon begun to appreciate the simplicity. Bringing the kudoed posts and solutions to the forum pages has also been a much-appreciated feature. We have had an amazing growth on our community members, and what is most important, the amount of visits and the average time spent online!   Our much praised avatar collection is one of my favorite parts as well. We use clear coloring to separate our staff and even super users from other community members, we see this as an important factor that helps our new users to find the most trustworthy content. After all we have a whopping community of 50 000 members! Our basic set of avatars consists of 20 characters including these ladies and gentlemen:                           We added a bunch of new at the end of 2012, including few moustached-up versions for movember (they were a hit!):                           And don't tell anyone, but we still have few more in store:   Maybe we'll add few special ones for nose day and pink ribbon?   We have a long lasting tradition of choosing a member of the year, they are rewarded with a crowned version of the avatars and our superusers have their own avatar collection with a small starred banner:                           Finally, here are our staff members. Orange is for admin (that would be me), green for moderators and blue for other staff. Our moderators also requested a special avatar for movember and we have a grey one for the moderators, who have already moved on:               Now that the first year of the new community has passed, we want to keep on rolling! Some of our users are very active on other communities around the web and they're constantly driving us towards better usability. Our plans for 2013 include, but are surely not limited to: Ideas exchange! We’re implementing Ideas in few weeks. Our users have been wishing for “Ideas-smithy” (that would be Ideapaja in Finnish) for a long time and now we’re ready for it! The design will be even more simple than the one on our forum pages’ and we’re ready to listen the voice of our users on what they want to see and how they want to use the “smithy”.                                                 Banner rotation! New banner pictures for spring, 1st of may, autumn and perhaps also gay pride? User designed banners? Sky's the limit! Speech bubble -logo and branding aren't going anywhere, but now that we have a good grounding, we can let loose a bit. Product-specific designs, new backgrounds for new product launches. Even better visual integration to product pages of Elisa and Saunalahti. We'll be incorporating a new navigation bar (currently marked with a grey bar on top of the community pages) that will allow our customers to easily navigate between our product pages, help pages, forums and self services.

Company: Joe Mobile Entry submitted by: Laurent Partouche (lpartouche) Community Manager Community: Joe Community (communaute.joemobile.fr) Lithy category: Best New Community ___________________________________________________________________   Joe is a new kind of Mobile operator. Real-time, full control over your budget, Joe allows you to finally take control of your phone plan.   Joe is also community-based. It means that the community is at the heart of its business model and allows for very lean operation when it comes to customer support.   Obviously it is easier to achieve this result when it's in your DNA right from the start rather than switching from a regular business model to a cooperative one.   That being said, it might have failed and we could have been flooded with support requests from angry users dying to find an answer to their legitimate questions. Fortunately this has not happened, in fact it's quite the opposite since with a satisfaction rate of 92% and an NPS score of 44 just two months after the start of our operations, our customers seems to be quite happy with their customer experience.   Let's dive into some numbers. There are 3 ways to find an answer with Joe :   1) Search the community. Chances are your question has already been asked, but also already answered. With 80K searches since the community started, this seems to be the preferred and most effective way to find your answer.   2) Open a topic : 3K new topics have been opened in the Help sections of the community (I voluntarily left out the "Café" section dedicated to off- topic discussions).   3) Fill out a support form : 2.5K have been opened so far. These are treated by our support agents via a dedicated channel and depending on the difficulty, are escalated to Level 3 support.                                           So how much have we saved ?   Again this is hard to tell since we have no prior comparison point. What we can say however is this :   We have to first make an assumption on the efficiency of the search tool. Let's say, that only 10% of searches guides the customer to the answer he is looking for (we think it is a conservative number when we look at the search terms that are most used). If we assume this hypothesis to be true, that's 8K support "cases" (10% of 80,000 searches) that would get solved without any further interaction with either the community or our support staff.                                                     All in all, this would mean that, out of the 13.5K support cases that you get if you add up 10% of the search to new topics and support forms, only 18.5% of those cases incur a direct cost for Joe (the support staff). That would be quite a compelling result in our opinion and truth is that we have not been forced to hire more support agents so those figure seems to be spot on.      Of course you should take into considerations all the efforts and staff needed to make sure that the community is indeed active and effective but in the long run, it will be more effective to have a few community managers rather than line up support agents that solve cases one by one.   One last takeaway. The community can handle the first level of support effectively because our system is simple and transparent. We don't have the burden of legacy IT or aging tariff plans. That allows the community, in most cases, to know the answers. We have worked a lot to have a simple process and make most information available directly to the customer via self-service. The best way to cut costs on support costs is to take away the root cause of calls.  

Company: Joe Mobile Entry submitted by: Laurent Partouche (lpartouche) Community Manager Community: Joe Community (communaute.joemobile.fr) Lithy category: Best Community Design ___________________________________________________________________   Joe is a new kind of Mobile operator. Real-time, full control over your budget, Joe allows you to finally take control of your phone plan thanks to a web app called the cockpit that is accessible on any smartphone.   The community is at the heart of Joe Mobile's website because it is very much the key to its success and its low-cost business model.   It was clear from the beginning that Joe's community should take center stage in our otherwise very lean website. Hence on Joe's homepage the community link sits in the header's navigation bar, a search field module appears in the middle just above the latest conversations module, and the blog finally rests on the lower right side, just above the fold.   The customer is welcomed via its pseudo and a ticker that notifies him of any unread messages.   You just can't miss that Joe is serious about being a community-based service. But that's not enough. Joe's business model lies on the fact that the community should be in charge of the first-level consumer support. We don't have any call centers, just a limited number of agents that use a form-based tool to deal with the most complicated requests.   For this to work, you need to organize the community space so that the customer, who often comes here for the first time, knows instantly what he is supposed to do to find the answer he is looking for. We have worked hard on the design to ensure that a newbie would find his way. This is how it's done :   First, a mega huge search bar People are very used to searching the google way, it's just the same with Joe. Chances are your question has already been asked…and answered already so Search should be your first stop.   A  horizontal community nav bar This design moves away from the commonly accepted best practices for new communities. However, knowing that it could be risky, we decided to go along with this horizontal design that clearly separate the section for prospective customers, who mostly have questions about our services and how to join, from the section for current customers who need help when activating their number or a more technical issue related to phone or the network.   A cozy place to chat Joe's community is about support, about people helping each other out. But rather than using the Q&A style module that could have been well suited for this purpose, we went along with a regular board design. This choice allows for longer discussions between members sometimes long after the correct answer has been given and validated since we never close subjects. We also dedicated a space, the Café Joe, for pure off-topic discussions and where new users can introduce themselves to the community.   This design is a success! With 30,000 searches per month and 17,000 posts for 1400 new topics, the community is thriving.   All section are very well balanced and we mad sure that "approved solutions" would be very visible both in the live search bar and the posts to be as precise as possible for anyone having a question about Joe.                           We just added The Facebook integration for the community again using the Facebook studio tools provided by lithium. This allows to open the community to a broader audience whilst retaining the same design principles that have worked for us so far.   Good design is key to a successful website. It is even more important when you service depends on the efficiency of the community. Forums can be messy and overloaded, a well-thought design is critical to give customers both a feeling of liveliness that brings a more emotional touch to your operation but also a efficient tool to very rapidly answer any question.                                                            

Company: Webroot Entry submitted by: Jim Murray (jmurray) Community Specialist Community: Webroot Community (community.webroot.com) Lithy category: Best Superfan Story or Insight _____________________________________________   TripleHelix (Daniel) is Webroot's biggest fan. He came to Webroot via one of our acquisitions, Prevx, back in 2011. On the old Prevx forum, over the course of about nine years, TripleHelix accumulated over 9,000 posts. When Webroot acquired Prevx, we embraced their core technology and made it our own. Accordingly, TripleHelix embraced us in a big Canadian bear-hug and never let go.   In only the single year the Webroot Community has been around, he’s already got 1,300 posts – putting him at over 10,000 posts just on our official forums. And not only is he the most active member of our forums - he actively travels the internet seeking out other security-related forums at which to talk about Webroot. Wilders, NeoWin, DSLReports - you name it - TripleHelix probably has an account there.   TripleHelix doesn't miss a single day on the forum. Each and every day, like clockwork, he signs in and stays on the forum almost the entire day. When someone replies on his threads, he almost immediately chimes in with a response. He contributes more forum content than anyone else, particularly to our Security News section.      TripleHelix is like a Security News machine who constantly churns out security-related news stories at a pace of a couple of valuable stories per day. He also keeps us up to speed on anything that is coming down the pike from Microsoft, Adobe, Java or any other companies that routinely participate in Patch Tuesday. Patch Tuesday is TripleHelix Tuesday at Webroot.   He isn't just a news-specific contributor though. One of the best things about Daniel is that he will help other users solves their problems. With 93 accepted solutions under his belt (3.5x more than the next closest member), he rivals even our official technical support helpers on the forum in his skill, ability, willingness, and availability to solve problems. It's no wonder he is sometimes mistaken for official Webroot tech support. Other forum members love him too, which is shown by his collection of 700+ kudos.     The real icing on the cake with TripleHelix is that he isn't just a Webroot superfan. He's also a Microsoft superfan. What a great combination! One day, Daniel even volunteered to take a bunch of free Webroot trials and branded pens to the next Microsoft convention he attended. We never would have even thought of asking him to do that on our own, but he thought of it himself and will be doing it in April. Daniel is like a magical, traveling Webroot billboard that offers free tech support with a little bit of Santa Claus thrown in for good measure.   Speaking of Santa Claus, one of my favorite TripleHelix stories involves our company Christmas party. On the day we had the party, the entire social media department was going to be off to enjoy some free dinner and beverages. As a rule, we advise it's probably not a good idea to come back to work right after the party. In advance of the party, which was held during otherwise staffed hours, I happened to notice that TripleHelix was online, as usual. I let him know the party was about to start and that the Community would be unstaffed for a couple of hours. He volunteered to hold down the fort while we were off enjoying some holiday cheer. True to his word, during that time, he made a series of useful posts. When I returned after the party was over to check in and make sure there weren't any fires to put out, I saw the posts, and TripleHelix saw that I was online. He sent me the following message:      Flash-forward about a week, TripleHelix was posting on Christmas Day helping users who received the gift of Webroot for Christmas and had immediately installed it. There has never been a more hardcore superfan on the internet than TripleHelix, which is why he deserves this award!  

Company: Silverpop Categories: Best Community Business Integration  Entered by: Karen Marchione (kmarchione) Community Name: Silverpop Online Community URL: community.silverpop.com Launched: May 3, 2011 When Silverpop began searching for a Community Forum solution, many of the key requirements during the vendor selection were system integration related. Silverpop chose Lithium primarily by being able to meet those requirements better than any of their competitors we evaluated.   Silverpop was able to leverage Lithium’s Single Sign-On Solution (PHP) to allow for easy integration with our custom Customer Support portal. Using the Single Sign-On Solution provided by Lithium, Silverpop’s Customer Community was developed in a way that makes it easily accessible to our customers via our Customer Support Portal and direct URL all using their same login credentials.   Single Sign on functionality is a huge benefit to our customers in that they don’t need to manage/maintain multiple user name/password logins when doing business with Silverpop, which has also fueled the adoption of our private customer community by more than 50% of our customer base.   Another key integration feature offered by Lithium and leveraged by Silverpop is their REST API tool set. Silverpop uses the REST API to pass customer data/information between the Community and our existing external systems such as Salesforce.com. For example, Silverpop was able to better and more accurately use Lithium reporting & metric tools by passing client specific data from Salesforce.com into the client’s user profile in Lithium. And thanks to Lithium we finally have a means for effectively managing all the great product ideas we receive from our customers in our Idea Exchange.   Using Lithium’s rest API, we are able to collect all of the Ideas submitted by our customers through our Customer Community and export needed data for further review and analysis. This export and review process has become a key part of our release planning cycle as it allows us to group the data in a variety of ways (by feature, status, customer, kudos, etc) and quickly identify candidates for a release.   Silverpop has additional plans this year to leverage Lithium’s API integration for the following:   Build our own custom Twitter feed/functionality into our Customer Community.  Build out a more robust integration with Salesforce.com for customer support case utilization.  Build a custom integration with our QlikView Business Intelligence system to import relevant customer KPI’s.  

Company: Nextbit Contact: Kay Linayao (Program Manager, Community and Social Media)    Community: The Nextbit Community Lithy category:  Excellence in Customer Satisfaction   Nextbit has created the only cloud-first, design-forward smartphone for anyone who wants to be freed from the limits of today’s mobile technology.   Nextbit was founded in 2013 by early Android veterans Tom Moss and Mike Chan, and is based in San Francisco. In order to produce a high-end, groundbreaking phone that would surmount common smartphone shortcomings, Moss and Chan brought on former HTC design lead Scott Croyle, best known for designing the iconic HTC One M7 and M8. Croyle was hired in 2014 and serves as Chief Design and Product Officer. The team has developed an elegant, cloud-first Android smartphone that will extend the storage capabilities of the phone beyond what the specifications currently allow, designed from start to finish in San Francisco.   Nexbit investors include Google Ventures and Accel Partners.   Our customer satisfaction initiatives   As a startup, we launched in February 2016 (just a few months ago). With the tools that we have, we base our customer satisfaction on community sentiment, sense of community, and top contributor nominations (quality referrals).      Focusing on scaling support   We are focused on scaling support through peer-to-peer support. Our vision for community: the first place users go for excellence in customer service.   Our metrics    Our customer satisfaction results are focused on sentiment, decreased customer complaints, and traffic to our store.   We’ve seen these exciting results in the first two months of launching our community: 21,144 Unique Visitors 79,714 Visits 12,867 Posts 531,186 Page Views 7,328 Kudos given  

Company: GoDaddy Contact: Rachel Makool (Sr. Product Manager, Community) Community: GoDaddy Community Lithy category:  Marketing Champion     Our unique promotion    One of GoDaddy’s top “rocks” = goals is to “Extend and Enhance our Customer Relationships” and as part of this, we launched our Community.   Our goals are to: Provide quick and immediate answers to customer questions to save them time while in the flow of their work. Encourage engagement of our customers to aid in learning of GoDaddy products and services to enhance usage. Enhance learning and engagement for our employees to increase understanding of customer's needs and expectations of GoDaddy   In order to kick off our new Community, we wanted to seed a lot of content. We decided to recruit customers that we named “Community Founders” to help us seed the content before going live.   Our strategy and tactics    The strategy was to get a group of customers to help us seed content before going live. The tactics were to recruit customers through multiple methods like emails, phone calls and article in our Help content. We set a lofty goal of 200 customers. Asked them to sign up so we could reach out to them with more detail.   We recruited a group of customers through email campaigns and by reaching out to individuals to be “Community Founders”. We had 300 express interest and 50% of them (150 customers) registered and signed into the Community to help us seed content before the site went live on March 31st. These 150 customers were comprised of professionals (people who create websites, etc for other customers) and other small business owners. We spent 5 weeks working closely with them to create compelling content to launch the site with. They all earned a “Community Founder” badge and rank as a thank you and also to give them recognition in the Community as leaders.   Founder badge and rank icon:     The customers we recruited as Founders were GoDaddy customers for at least 1 year, active and own more than 3 of our products.   One of our Founders (username LoDoWeb) stated, "The community thus far is a great place to meet people. So far I enjoy it.”   In addition to the Founders badges, we created an “Early Bird” badge for any customer who registers within the first month of the launch in April.     We also created a “GoDaddy Pro” badge to recognize all “Pros” who are part of our GoDaddy Pro program. We will also have a rank icon for them shortly. This is a way for them to highlight their business expertise and potentially get business from someone who needs help building a website.     Our results   We exceeded our goals and got 300 customers to sign up. As of today, March 23 rd , we have 80 customers registered and posting. We plan on launching within the next two weeks and hope to have more customers registered and posting before going live. Their posts have been very engaging! We created a “Founder” Badge to give them recognition for being early birds in our Community and will also create a “Founder” rank in order to attach a badge to their user name.   In the first month, we’ll have received 50,000-70,000 page views through email promotion, Twitter promotion (see below screenshot), exposure in Help (see below screenshot) and SEO.          In addition, we have achieved over 2,000 completed registrations in the first month of our community launch.

Company: Barclaycard US Contact: Jen Hitchens (Community Manager) Community: Barclaycard Ring Community  Lithy category:  Marketing Champion   BarclaycardUS is the 9th largest credit card issuer in the US. We believe that building community environments supports our credit card products and creates a differentiated customer experience through enhanced support and engagement.   Lithium’s community platform is the driving force behind the Barclaycard Ring Community. Barclaycard Ring MasterCard© is a very simple credit card product with a low interest rate, simple terms and no annual or balance transfer fees. But what sets Barclaycard Ring apart is its use of online communities in an innovative way to talk with card members about the product and how it should evolve. The Barclaycard Ring team also developed the industry’s first profit sharing program with card members, called Giveback™. This aligns the interests of both bank and card member like never before and opens the door for both to advance the cause of charities. And to help crystalize the trust, the team posts the financial statistics for the program on the website and discuss the results each month.   Barclaycard Ring Community “Ask FICO” Online Event   According to CEB TowersGroup, a financial services industry analyst group, 90 percent of credit scores purchased by lenders are FICO® Scores. While BarclaycardUS has been a pioneer in FICO® Score access for its cardmembers, many consumers still harbor a flawed - and costly - understanding of their credit scores.   Knowing that access to one's credit score is a small part of the path to better credit, Barclaycard Ring embarked on a mission to provide cardmembers with a clearer path to credit health. Partnering with the team at FICO®, Barclaycard was able to connect cardmembers to expert answers while providing a platform to share their own credit success stories – at no additional cost to the business.   Our primary objective of the campaign was to promote and encourage a greater understanding of credit scores and the FICO® Score we share with our cardmembers.   Our secondary objective was to increase the number of registered users in the Ring Community, increase engagement as well as create evergreen content that could provide answers to questions other community members might have about FICO Scores.   Our strategy and tactics   CONTENT STRATEGY The content strategy for the “Ask FICO” event focused on communicating to our existing Ring cardmembers about the upcoming event, its exclusivity, as well as its benefit as a cardmember who is interested in their credit health and eager to learn more about financial literacy topics.     Communication Materials:   Working with FICO®, we developed a branded icon for the event (shown above) Developed an “Ask FICO” Blog Post focusing on the program and it’s focus (as well as the ‘rules’) The “Ask FICO” Blog Post was also featured in the Account Servicing part of the BarclaycardUS.com home page Initial email focused that it was an exclusive online event Last chance email focused on deadline   Initial email   Last chance email   Blog post     Our Results   COMMUNITY Cardmembers posted 130 questions in 12 days; each question was answered individually by FICO 19,000 page views (25% increase) 4,700 unique visits (20% increase) Ask FICO Q&A board had 459 posts and 222 kudos Ask FICO Q&A board received 51% of the overall traffic during the event Ask FICO blog post received 48% of all blog traffic during the event Over 400 new cardmembers converted to community members for the event; 6% of new registrants for the year Evergreen Content – post event, the “Ask FICO” Q&A board remains the #1 visited section of the Ring Community (surpassing the public blog page views in Q4)   EMAIL 35% Open Rate 11% CTR   CARDMEMBER Online event helped to increase cardmember registrations to 20% of portfolio Online event also helpe to re-engage some cardmembers who had not logged into the community in a while.   Key Learnings   COMMUNITY Q&A Board format worked very well for this online event; questions that members had were answered by other community members; however the FICO Representative answer could be selected as the accepted solution so viewers know the correct response/information. Created an easy to access “Ask FICO” board in the global navigation Don’t always need a big budget to have a large impact (budget for this event was zero!)  

Company: GoPro Entry submitted by: Jeff Terrell (Director, Support Community) Community: GoPro Support Hub Lithy category: Community Design of the Year   GoPro, Inc. is transforming the way people visually capture and share their lives. What began as an idea to help athletes self-document themselves engaged in their sport, GoPro has become a standard for how people capture themselves engaged in their interests, whatever they may be. From extreme to mainstream, professional to consumer, GoPro enables the world to capture and share its passion in the form of immersive and engaging content.   Our community goals   GoPro’s mission is built on the idea that when you create the tools to help people capture and share their lives, something magical happens. Their shared content inspires others to get out there and do the same. We call this “The GoPro Movement” and it’s a testament to our inspired customer community and the world’s interest in participating. As stewards of this movement, it’s our job to make it easy for the world to join in.   When we launched the GoPro Support Hub, our goals were tied directly to this mission. Specifically, we wanted to build a platform that did three things:   Places GoPro enthusiasts at the center of a support community designed to inspire them and invite increased engagement. Engages audiences and enlist superusers to contribute value to the community by answering member questions and developing an emotional bond with our members at scale. Assures that our platform, trusted content, and incentives provide the unified foundation for this program that embodies the values of our trusted brand.   Ultimately, our goals for the GoPro Support Hub are tied to acquiring and engaging customers to experience our brand, giving those customers dynamic support and learning opportunities from both GoPro experts and experts within our customer base so everyone can get the most out of our products and services, and celebrating our members and sharing the content and knowledge they’ve developed.   Within GoPro, we often use the word “stoked” to express when we’re excited about something. The GoPro Support Hub is our way to help spread the stoke.   The design elements that make our community unique and stand out from the rest   Featured Search Bar Nearly all platforms have a search function, but for the GoPro Support Hub, we decided to bring that front and center and invite the user to “Find a solution. Share a solution, Ask a question. Stay stoked.”     Navigation Grid In addition to a traditional navigation tree, we built a more visual six-panel interface that encourages users to dive into our five key product categories, or into our in-house produced video tutorials. Each panel responds interactively to the user with engaging lifestyle images as the user mouses over, creating a dynamic experience that demonstrates the types of shots the user can capture with the products in that category.     Product Carousel Within each section, users find an image carousel of all of the products available in that category. Posts are automatically tied to a specific product based on labels the poster selects, giving other users the option to read and reply to posts on a category level, or to apply a visual filter so they only see posts related to the specific product they are interested in.     Profile Hovercard Designed to help members recognize and connect with each other, the profile hovercard feature is a pop up that appears whenever a user mouses over another user’s name. The card presents the other member’s username, avatar, rank and badges, core user stats, and the option to send the user a private message.     Badges Our badge system is customized in a very GoPro way. With names like Conversation Starter (new threads), Nailed It (solutions), Hi-5 (kudos), You’re It! (tags), Dishin’ Out 5s (kudos given), and Wingman (replies), and descriptions written to reflect our unique brand, we want to motivate users to keep earning badges so they can find out what the next one will say.     How we executed our community design   The GoPro Support Hub was designed in partnership with our Customer Support, Creative, Software & Services, and IT teams. The design is based on our company’s design perspective that great design doesn’t need to draw attention to itself. Our goal is to keep the aesthetic clean, simple, elegant, and understated.   Core to these goals, and in support of our mission to make it easy for people to capture and share engaging content, we deliberately decided to feature images of and by our customers wherever we can. In fact, GoPro products rarely appear in the lifestyle images found on the GoPro Support Hub. Our focus is on what people can do with GoPro products, not on directly marketing the products themselves.       With the foundational elements decided, we focused on integrating the GoPro Support Hub experience into the main GoPro.com site. We’ve done this in a number of ways:   1. Integrating the user’s already-established GoPro profile from the main site into the Support Hub via an SSO pull. This allows the user to have a seamless experience across both platforms.     2. Featuring the Support Hub on the GoPro.com Support page, which is accessible from the main header navigation on every GoPro.com page.     3. Integrating Support Hub content into our on-platform knowledge base so users with questions can find both GoPro-created articles as well as posts by our expert users.     The final step of our design process was to assure that we are embedding the GoPro Support Hub with a personality that matches the GoPro personality by assuring that our moderation team engages with our customers in a consistent and on-brand manner. Through trainings and regular team meetings, we are working to leave our users with the feeling that the GoPro Support Hub experience is authentic, friendly, inspiring, and even innovative.   Our metrics   In the first six months since the launch of the Support Hub, we have seen the following growth in our Traffic and Engagement stats [please note that these numbers are expressed as a compound monthly growth rate over the period]:   Unique Visitors – Grew 37.5% each month Total Visits – Grew 36.9% each month Total Posts – Grew 7.3% each month Views of Accepted Solutions – Grew 72.7% each month   Other engagement measures are also showing strong growth. These results are for the first quarter of 2016 vs. the prior quarter:   70.3% increase in the number of users starting a topic 75.8% increase in the number of users having a post they’ve written marked as an Accepted Solution 77.6% increase in the number of users who have given another user a Hi-5 (kudo) 56.4% increase in the number of users who have received a Hi-5 (kudo)

Company: HSN  Entry submitted by: Matt See (MattHSN) Director, Social & Games Community: HSN Community (http://community.hsn.com,http://blogs.hsn.com) Lithy category: Marketing Champion   HSN is all about making shopping FUN! Great products and unique experiences that you can’t find anywhere else, plus exclusive access to celebrities and sweepstakes. The HSN Community makes that possible by connecting them with all their favorite HSN Hosts and Partners and introducing them to fellow shoppers just like themselves who share their passion for great deals & shopping!   Lithium’s Community serves a vital role for HSN as the single owned destination for customers to post and engage with partners, brands and each other. It’s a tool for our customers to get a second opinion about a product and is a key aspect to driving boundaryless retail for HSN across all screens.   How we activated our influencers   1) We re-launched the Community with a new design and a new way to connect with HSN personalities called Q&A’s. 2) Lithium allowed us to engage our audience, which in turn is allowing us to organically reach others. HSN is a differentiated way to shop because, unlike brick and mortar, you’re shopping from the personality behind the brand, and with Community shopping on TV has never been more personal. The Lithium platform has allowed HSN to take that one step further by creating omni-channel Q&A’s that give customers the ability to have their own conversations with the brand. Instead of just shopping for jeans, HSN gives customers unprecedented access to stylists, fashion icons, and other experts to help offer a more personal and valued shopping destination; and the customer is front and center in the experience with the power of Lithium’s Community.   Our results Hosted 71 Q&A’s between August – December in 2014, creating a whole new way for customers to connect and drive meaningful, relevant conversation on HSN. +2,502.4% in Community Membership Y/Y +241.8% in Unique Visitors Y/Y +109.4% in Posts Y/Y +105.7% in Sessions Y/Y Stats are still growing this year. We’re seeing +40% in Sales Y/Y in Q1 this year.   Q&A Banner Example       Before / After Lithium Launch   Before: After:   Community Q&A Example    

Company: Claro   Entry submitted by:  Iasmine Pereira (Iasmine) and Luciano Piva (Lpivap)   Community:  Comunidade Claro hdtv (http://comunidadeclarohdtv.claro.com.br/) Lithy category: Total Community All Star   Claro TV is a Brazilian satellite pay-TV operator, controlled by Mexican company America Movil, one of the largest groups of mobile telephony in the world that, from 2006, began to adopt Claro brand in 16 countries of America. With over 3 million subscribers, Claro TV is now the fourth largest pay-TV operator in Brazil.      We decided to implement the Community and LSW because we wanted a new user experience for our brand which would bring with it key business and marketing opportunities such as: Call deflection; Reduced customer attrition; ROI optimization; Become an innovative player in the Brazilian Market; Create a CRM channel with our members and customers; Reduced Support costs.     Benefits of a Total Community   Both LSW and Community have been decisive in helping us be more effective on social channels and establishing a closer brand relationship with our customers.   The Community is a source of valuable content both for customers looking for solutions to problems and to Claro TV fans searching for the latest Claro news. To help direct our customers to the community from our main domain and ensure they can quickly find the information they need, the Claro TV website was redeveloped to include several various touch points to the community and federated search, leading to a 45% increase in Community page views.   In addition to our own promotion efforts, the community has benefited from seeing its content shared on the social web by some of our fans, expanding the community’s reach and driving engagement.   The Community also increased registrations for Minha Claro, an exclusive online account management tool for Claro customers. This increase is very important because not only is Minha Claro useful for future CRM purposes, the tool offers a number of support features that generate further call deflection from Customer Support.   With LSW we are able to unify support across social channels, and the agents are able to answer more questions in less time.  This productivity increase meant we were able to reduce the team while maintaining our SLA’s and volume of response.  The integration of Community and LSW means that we are able to link to community topics in our social responses, potentially reducing agents’ time to response while providing an additional means of promoting the community.   Our results   In the first 8 months of the ClaroTV Community and Social support through LSW we have seen impressive results:   40% month on month growth of unique visitors 23% month on month growth of registrations 18% month on month growth of new topics 86% customer satisfaction score for social support through LSW 50% increase in agent responses per day compared to our previous tool   On top of that, solution views continue to grow 100% month on month, increasing the reach of peer-to-peer solved topics and potentially contributing to support deflection.      

Company: Ooredoo Qatar  Entry submitted by: Muna Barakat (monabarakat) Community Manager Community: Ooredoo Community (http://community.ooredoo.qa/)  Lithy category: Excellence in Customer Satisfaction    Ooredoo Qatar is a telecomm company based in Qatar. It is the first telecom company in the country. Ooredoo is a provider of mobile services, wireless and wire-line services, entertainment services, and content services, with varying market share in the domestic and international telecom markets and in the business (corporations and individuals) and residential markets.   Ooredoo went international few years back to include eight other telecom companies in countries such as, Kuwait, Oman, Maldives, Myanmar, Tunisia, and Algeria. Today, Ooredoo serve more than 90 million people internationally.   However, our Ooredoo Community is cozy when it comes to size. We focus on Qatar’s market that has around 2 million people. We launched Community on May 2014, so we are barely one year old.   Our 2014 customer satisfaction intiatives   Every person in Qatar has at least one device or service from Ooredoo. Due to our verity of services, we have high pressure on our customer service. Although we support our customers on many online and offline channels such as our website, Facebook, twitter, snapechat, instagram, call center, and shops, but we wanted to do the extra mile and offer our customers a unique experience where they can get help from their peers. This is where Lithium role comes!   We launched our forum around a year ago, but we are already seeing it grow nicely with members, quality content, and getting picked up by Google Although we haven’t done aggressive paid campaign, so this growth is mostly organic.   Ooredoo’s initiative to always offer what is new and different is what attracts customers to it. Peer to peer, social support forum, such as the solution that Lithium offers isn’t a common trend in Qatar or even the region. Being the first of its kind has pros and cons because it is harder to educate the public about these forums. The choice of having a young female community manager is also an indication of unorthodox practice, because Ooredoo is all about the end result and not following what is common or average.   Being keen on customer satisfaction, we wanted to hit three main areas: Humanize our brand Weather you are an Ooredoo staff or regular customer on Community, we encourage the user to show his character. Our style of writing is more casual. The result? Customers started to change the image of a faceless corporate, and having names associated with Ooredoo such as the team working on Community like me, and other Ooredoo staff members. Own our content You saw a solution of how to restart your Wi-Fi device of Facebook five months ago. Today, your Wi-Fi started to act up and you need this valuable post, could you find it? With many social media channels like Facebook, twitter, and instagram, it is very tiring and sometimes impossible to find old content. Owing our content meant hassle free to our customers. And it was a win/win solution for our product team that could monitor feedback and gain market research info in a way, AND our customers who don’t have to wait on the phone for many cases. A hub for customers to share, chill, and be heard Increasing enthusiasm level toward our brand get personal with our customers, know who they are, what changes they need, and what they like to watch as a movie so we can include it on our Mozaic service, and many other scenarios.   Our results   There is a causality effect between Community and decrease in customer complaints, but we don’t think it is a direct causality.   However, we have many posts from our super-users, and active users who expressed their satisfaction, or promoted our Ooredoo services on Community countless times, such as this topic that gave a review to our most common services:     This is an example of a user (who’s not a super user) who gave review on Mozaic service. In return, one of our senior experts on Mozaic replied to every points the user gave, provided future plans, and offered beta trail chances for the user to test. Here are some of the reactions:    

Company: Autodesk  Entry submitted by: Michael Pascucci (MPascucci) Senior Community Engagement Manager Community: Autodesk Community (http://forums.autodesk.com/) Lithy category: Most Creative Promotion or Launch   Autodesk, Inc. is a leader in 3D design, engineering and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries use Autodesk software to design, visualize, and simulate their ideas before they're ever built or created.    Like most software companies, Autodesk is focused on providing comprehensive solutions that our user base can rely on while also reaching new areas of the marketplace that were previously uncharted. Unlike other companies, Autodesk is also committed to reinventing our standard business model, moving away from standard licensing and into a flexible use anywhere, on any device, at anytime model.   With a very large portfolio of products, constant flow of acquisitions, emerging space in the consumer market, and increased access, our traditional support and feedback mechanisms no longer match our nontraditional business goals, nor are they able to keep up with the rapid customer base growth.   Lithium has provided us with an avenue to combat the above, providing a true peer-to-peer community space where users ask technical and subject matter related questions, share suggestions and answers, support overall product mastery, and collaborate on future product and service enhancement suggestions, all the while reducing the need for direct one-on-one support (forums) and Research and Development (ideastations).     In November 2013 the Autodesk Community site was rereleased, following an extensive redesign process which was supported by Lithium Professional Services.     The result was a new compelling, easy-to-use site & experience that: optimizes our customers' ability to help themselves as well as each other; accelerates collaboration and innovation with our products & services; enables easy content creation, curation and distribution; all the while extending customer relationships each other, and Autodesk as a whole.   Business Results           Video entry   This video was used as an internal resource to provide an overview of the background and future of the Autodesk Community. We distributed it to all employees during the marketing phase of the community launch, just prior to the public release in the beginning of November.    Watch our video: https://autodesk.box.com/s/lcod9ztxrxfm7jexjyfd    

Company: Barclaycard US  Entry submitted by: Jared Young (jaredyoung) Social Media Manager Community: Barclaycard Travel (www.BarclaycardTravel.com) Lithy category: Lithium Platform Innovator   Barclaycard US is the 9 th largest credit card issuer in the US. We believe that social media provides the opportunity to change the dialogue between banks and customers and we are committed to building deep loyalty with our customers.   Lithium’s community platform is the driving force behind out latest innovation, Barclaycard Travel, where a portion of Barclaycard customers are invited to join a community, share their travel experience and earn more miles for their next trip. We are living the values of changing the dialogue and earning customer loyalty.   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. Here are 6 ways that highlight how BarclaycardTravel.com has innovated on the Lithium platform:       Uses Lithium gamification capabilities and backend activity data to grant Barclaycard Arrival Participation Miles to community members     Tracks and manages a unique system that manages separate community experiences  for cardmembers and non-cardmembers.  This allows for granting different point values for the two community member types.     Uses Lithium blog as a travel storytelling container for members, revolutionizing the way people share and remember their travel experiences     Integrates with Google Maps™ and includes the capability to geotag blogs so they are  searchable on Google Map interface     Allows Search travel stories with filtered data leveraging profile data and Google Maps to enhance the experience     Beautiful design overlay on search and storytelling board to leverage gorgeous community travel photos.    Barclaycard Travel – #1 & 2 Gamification & Miles = Loyalty   Profile page displays badges, miles earned, key profile information and the travel stories members have shared. Miles notification speaks to cardmembers and non-cardmembers – and the miles they have. Both sets of miles have distinct, real cash value.      Barclaycard Travel – #3 Blog as Travel Storyteller     Barclaycard Travel  - #3 Blog as  Travel Storyteller      …and once  opened, the full story can be explored.     Barclaycard Travel  - #4 Google Maps Provide Stories with Visual Context     All of the details the storyteller has provided are mapped using Google Maps data.     Barclaycard Travel  - #5 Filtered search to find stories   This module allows members to search for stories that will be tailored for them based on their profile.     Barclaycard Travel  - #5 Map Search   Members can expand the map and search for the last 250 stories.     Barclaycard Travel – #6 Design     Lithium provides a beautiful home for these travel stories and stunning photos from the community – throughout the site Lithium modules are simply and elegantly displayed enticing members to interact with the stories.     Our business results   In just 5 months since the marketing launch, Barclaycard Travel has added close to 50,000 registered users, had nearly 1M page views and granted 8.5M credit card miles to customers. We are very pleased with these early results and all due to the innovation we’ve been able to achieve leveraging Lithium’s platform.          

Company: CommSec Entry submitted by: Ben Shute (benshute) Social Media Manager Community: CommSec Community (commsec.com.au) Lithy category: Best New Community, Best Community Technical Implementation, Best Community Design ________________________________________________   The CommSec Community is a unique proposition within the Australian online broking space. CommSec, as Australia’s largest online broker, has created a place for customers to connect with each other and discuss the share market, trading strategies, charting and other aspects of online trading. Regardless of how long they have been trading, or what their trading style is, this is a place where all customers can feel comfortable and learn from each other.   We launched in early February with a migrated client base from our previous chat room functionality. Over the last 6 weeks, they have populated with content - insights into sectors and stocks, charts on the price of gold, silver, oil and currencies, and offered up many ideas for enhancements to make the community a better place for all.     From a design and technical perspective, we have a number of custom enhancements to the platform which we believe are firsts in their field: We have the latest market indices and traded stocks constantly updating within the Community.                                                                     2. We have integrated ASX stock codes within the posting functionality, which allows us to: Generate sector and company specific views of the community Pull in and display the latest price information as it relates to the particular stock Display any company announcements that are made Members can buy and sell stocks directly from within the Community, add a stock to their watch list, or get a more detailed quote 3.  We have also included a sentiment indicator as part of the post creation page, where members discussing a stock can tell us if they think it’s a buy, hold, sell, reduce or accumulate. This allows us to: Measure market, sector and stock sentiment Compare that sentiment to the most traded stock data from the ASX While we are in our infancy, we are looking at a number of future enhancements that will take the aggregated data we are capturing and use it to foster the vision of our customers learning from each other.

Company: BSkyB Categories: Best New Community (Launched after June 1, 2010) Entered by: Stephen Marshall (stephenmarshall) Community Name: Sky Help Forum URL: helpforum.sky.com Launched: 25 October, 2010   Sky Support Forum launched on 25th October 2010 with the aim of creating an engaging and active community for Sky customers to connect and support each other with Sky products and services.   A team of dedicated Sky Experts is also at disposal when queries are a little too complex to be resolved by peers. Even with very limited promotional activities, the community has been growing steadily and we have exceeded 16,000 registered members in less than 6 months.   We have 5 established superusers who have consistently been helping members with their questions and technical issues, and supported by the team of Sky Experts.     The forum is also linked to Sky’s online Help Centre to support our customers journey online and there are a range of video tutorials on a variety of useful guides such as how to programme your remote control or set up your wireless router.   Examples where we have used pictures to guide the customer through their journey:       The forum has been positively received by our users and every day there is a constant flow of activity on the forum and we are averaging 67,000 page views per day, over 1,500 posts per week and as mentioned above, we have over 16,000 registered users since launch.   A recent post by a forum user below: “I think we should congratulate sky on setting up a forum, where on the whole they are likley to get a lot of flack. I for one was very dubious that we would get answers, especially those actually admitting some things are wrong. We did get answers and it appears we have got a fix. Result.”   Other results include:   Over 2,000 Accepted Solutions to date Averaging 700 new registrations per week CHI (Community Health Index) Score of 638  

  Company: Sony Interactive Entertainment Europe / PlayStation Europe Entry submitted by: Javier Tenes (Community & Support Manager) Community: PlayStation Community Lithy category: Community Design of the Year   Sony Interactive Entertainment Europe (SIEE) is the central support organization for over 100 countries in Europe, Africa, the Middle East and Australasia, marketing the world’s most popular computer games platforms – PS one®, PlayStation®2, PlayStation®Portable (PSP), PlayStation®Vita, PlayStation®3 (PS3), PlayStation®4 (PS4) and the ever-growing online PlayStation®Network (PSN) platform. SIEE main challenge for nest years is to consolidate the world of virtual reality through PlayStation VR.   Our community goals   Our main goal is to create brand advocacy and loyalty through community by connecting like-minded people and immerse them in a unique world of gaming. We give users the sense of be part of the brand. We have proved with data that a well-engaged community member is synonym of a high spender player and therefore leveraging community to generate engagement is one of our main goals.   Our community active members appear always within the exclusive segment of very high spenders of our PlayStation Store and therefore increasing that group of active and well-engaged members is key for us to generate revenue through community.   In addition, our community is the creation engine of the most extensive database of solutions and recommendations for PlayStation. A community self-support scheme that boosts our CSAT score.   “The Gamer” is at the center of our brand strategy and therefore our six community pillars (discovering, connecting, cooperating, competing, sharing, and recognition) converge with our brand needs.   PlayStation is #4theplayers and therefore PlayStation is for the community of players.   Our unique community design   Our design is unique and can’t be compared to any other Lithium community or any other community in general.   Over the past years, several internals teams including community managers, designers, data analyst, developers and project managers, have worked side by side to change the “out of the box” face of Lithium’s community platform and create completely customized UI, which follows an irreverent and funny style that fits perfectly into the culture of our main audience: the gamer.     Because we are a community of gamers, gamification breathes at the core of our design concepts.     In addition, we have aligned our platform’s look and feel with rest of official PlayStation sites such as our main website PlayStation.com, in order to provide our users with a unified UX across all PlayStation online entities.     We have tried to move away from overpopulated pages with several widgets and CTAs and move into a more minimalist design that clearly defines the function of each page within the overall user journey across the platform.      SIEE / PlayStation is a big retailer company with several key products & services our community is interested in. Thousands of messages are posted each month about these products & services and therefore our designs always aimed to facilitate a dynamic navigation between different topics  within the community. Provide our users with at a glance view of our latest and most popular topics  is a must.   We have introduce an additional navigation bar which help users to navigate across their personal community areas (profile, notifications, Private messages and settings) with just 1 click.     Finally, as our community is divided between supports and not support areas, we have introduced clever design concepts to help us routing visitors to the right place of the community depending on their necessities. Those designs always maintain a gaming style to maintain the platform in harmony .     All these concepts are extrapolated to our new responsive designs:     How we executed our community design   Our design approach is one of the key elements for achieving our community goals focused on supporting our overall marketing strategy.   A Community Steering Committee, a group of people with different expertise such us community managers, data analysts, UX designers, developers…, manage the different phases of executions for those objectives.   A group of Community Managers and other Marketing peers work together to define the list of key community priorities for next year. These objectives need to be validated by Senior Management and once that happens, the Steering Committee start working on them.   As kick off point, our Analytics and Reporting team put together a list of reports and analysis suggesting different tactics to approach our objectives. The Community Steering Committee have then different brainstorming sessions supported with those analysis and suggestions, including users surveys results, which will finally crystalized in a well-defined community strategy.   Once the community strategy is established, the designing team lead conversations around what design changes are needed to support the strategy, and they put together different mock-ups to illustrate that. Those design concepts / mock ups are reviewed and signed off by the Community Steering Committee. A report focused on technical feasibility of the new designs is created by the Technical Development team as this stage too.   We always have assigned a Project Manager who creates the project’s specs and scope, and keeps stakeholders updated with the project status all the time. The Analytics and Reporting team suggest KPIs to measure the new designs’ success once they go live and which are included within the project’s specs. .                                                                                  The Project is signed off by The Community Steering Committee and ultimately by the Director of Consumer Experience in SIEE which gives the green light for the development works to start on Lithium Stage.   Once a design change(s) is/are implemented on Stage, they are fully tested in house as well as by a group of selected community members, before we push it live to our community.   After going live we measure on a monthly basis how the new designs help to achieve our objectives.   Our design excellence results   Number of pages views per visit after introduce new navigation design elements Visits to boards from homepage before and after the implementation of the popular topics module Visits to support boards form homepage after introducing our CHI progression after  

Company: Total Access Communication (dtac)  Entry submitted by: Orraphan Saengsawat (nnnfonnn) AVP, Digital Service & Channel Strategy Community: dtac Online Community (https://community.dtac.co.th/) Lithy category: Marketing Champion   Total Access Communication Public Company Limited, commonly known as DTAC. We are one of Thailand's leading mobile service operators. Founded in August 1989, dtac currently has customer base of more than 28 million numbers (by Q2/2014) with various service freqencies of 800 MHz, 1800 MHz and recently acquired 2100 MHz – prompting dtac to be the only Network in Thailand with the biggest bandwidth at present. In this age of the vocal customer, there is no better advocate for our business than a happy and engaged customer. One of the most rewarding and cost-effective ways of forging strong bonds with our customers is to create an active community.   We implemented our dtac Online community in December 2014. We can hear our customers who are talking about us, see what’s going on, and also positive or negative trends, and can solve negative voices in time. And we are setting the response rate of each question in our community around less than 2 hours in the beginning of the question. Our SuperFans and other members in the community will try to help their friends in this community. If the problem still can’t be fixed, our support team will take care of the case.   Our Community is growing up by community member collaboration. That means consumers, SuperFans, Management team, Support team, volunteer staff, and experts are involved and contribute in our community. Also they serve our objective to build this community for customer centricity and self-service.   Our marketing campaign   Our main objective was to build the customer centricity and cost savings from all forms of contact point, including call to call center, e-mails, social media posts. Customers will help to answer most of the cases. To support the campaign, we launched both internal and external campaigns.   External campaign Soft-Launch event with Online Influencer and dtac SuperFans ‘CEO COMMUNITY ENGAGEMENT SHOWS MEMBER ,YOU’RE THERE AND YOU CARE’ We had  the Thai’s online influencer and dtac Superfans special dinner meeting with Mr.Sigve – dtac’s CEO on October 2015.We invited an additional 100 customers who are the dtac’s SuperFans from our community to enjoy dinner and talk with our CEO. This special dinner was live broadcast via Youtube channel. eDM - Invite Online Influencer, Brand advocates, SuperFans dtac had more superfans in Pantip.com – No.1 public community in Thailand. And we had good relationship with online influencers and bloggers. Also we invited  100 people in our first group to trial the service at the end of November.   And we sent this eDM to 100,000 dtac customers that are heavy internet users in 10 december for the commercial launch period.   Monthly Activity An ongoing campaign to drive members to share good ideas for the dtac community. Every department can be an activity host or sponsor; they will have a chance to design the activity or useful question that will help improve this service. There have been more than 500 ideas/activity.   Example :  Topic : Which is the dtac prepaid promotion that you love and need back? https://community.dtac.co.th/t5/ดีแทค-ไอเดีย/โปรที่ใช่-โปรที่ชอบ-ที่อยากให้-dtac-และ-Happy-นำกลับมาอีกครั้ง/td-p/6847 Host By : Prepaid Product Result :  560 comments   Topic : What offer or privilege do you want to find in the dtac reward campaign? https://community.dtac.co.th/t5/ดีแทค-ไอเดีย/dtac-Reward-จัดให้-อยากได้ส่วนลดจากร้านไหน-แนะนำเรามา-ลุ้นรับ/m-p/9966#U9966 Host By : Reward Team Result :  340 comments   Internal dtac Buddy campaign – (Volunteer Staff Campaign) We assembled a volunteer staff to create a team of key contributors that represent the organization to others members in various capacities ranging from development, support, marketing and all the way through to sales. We had provide the training and all volunteers must pass the writing skill exam. Through this process we could ensure that all of the messages would not look like a robot dialog.   Campaign results   In 4 months we reached 1.3 m visitors and 9.3 m page-views and more than 6,000 members. With this number, we created over 2,456 topics and helped resolve 1,263 cases. Half of the cases were resolved by community members and volunteer staff. And our big challenge was to convert 100 participants (Superfans from other communities) at the CEO’s meeting event to be a part of dtac's online community to help answer questions in our community. The result was the ability to convert 40 SuperFans to be a part of our community.  That meant we established the online community as one brand channel through which consumers can offer feedback and share the experience of the brand.   Additional supporting materials   We had integrated marketing communication during November 2014 – January 2015. We are projecting a unified message in both our digital and traditional media and utilize all dtac media asset as below: Digital Signage at outlet Social Network – Facebook Fanpage, Twitter, Youtube, IG Chat Application – Line Direct E-mail SMS Call Center PR Commercial VDO : https://www.youtube.com/watch?v=wZZ7zAEM0nY How to VDO : https://www.youtube.com/watch?v=-AeTYLuTnp0   Press Release : http://www.mxphone.net/031214-dtac-launch-online-community/ http://www.thairath.co.th/content/456982 http://www.manager.co.th/Cyberbiz/ViewNews.aspx?NewsID=9570000118800 http://www.hooninside.com/news-detail.php?id=409207