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Lithys 2013: SFR - Best Superfan Story or Insight

Lithys 2013: SFR - Best Superfan Story or Insight

Company: SFRheader-logo-sfr-2012.png

Entry submitted by: Sandie Hodiesne (SH) Social Media Manager

Community: Le Forum SFR (forum.sfr.fr)

Lithy category: Best Superfan Story or Insight

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SFR Forum, an online Adventure, a great Human Adventure!

 

SFR Forum exists since 2008. It’s a place where web advisors used to respond automatically to customer requests either in a public or private mode.

 

During spring 2012, we faced a big challenge: Moving from an online customer services model to a 100% peer-to-peer Support Community model. A new way of thinking and managing information - a complete break and a real step forward into the world of online peer-to-peer Communities.

 

We decided to give to our future community as much space and autonomy as we could provide them with. We decided to take drastic decision. We kept the name but started from a white sheet without capitalizing on the old threads and existing content which could remind us of our previous operating processes.

 

We identified about thirty Super-users on our various social media properties (“Atelier SFR”, old “SFR Forum”, “HUB”). With the active help of our community managers, we gathered contact details for all of the super-users. A first contact was made through email. Afterward we contacted them all by phone and explained them this huge new project. Out of the 30 contacts, 29 were very enthusiastic and immediately ready to engage in this Adventure. Sandie (SFR’s Social Media Manager) set up 2 video conference meetings to discuss with the super-users in order to decrease the growing fear regarding the new community, to answer to remarks such as “it was better before with the old forum”, and to create the first relationships between participants. Fabien and Manuella, two community managers from the beginning, were collaborating with Sandie during these meetings and suggested a Beta test phase of one month. We explained to our super-users what would be their role and why it would be beneficial for them to be part of the New Forum beta phase. During this month, they would be able contribute to the community editorial content, create their own content, find new ways to communicate with the community management team in a public mode and embrace a heads-on the philosophy of the new Forum.

 

The day before the D-Day, the enthusiasm and the engagement of our “Founders” was very big. Dartagnan, Michel2, DocMac, RafCorDel, Rebel, Kendokanne and all the others were very excited to be launched in the open and exposed to a new audience and a new community.

 

January 15th at 5pm, great emotion and vibes: first discussions, first ranks reached, first Private Message conversations… The SFR peer-to-peer Community where users could share their customer experiences and help each other was born!

 

Our “Founders” were recognizable with their specific “Founders” badges created for them and quickly took care of the new users. The SFR community is their community and they are deciding everything about the choice of discussion to highlight, what to post on the blog or the Wikisphere … These super fans defend strongly this new philosophy. We could witness comments like « But where are the SFR advisors?” or “Here, there is only us, the community, satisfied customers happy to help and support others. If you need to access your confidential customer data, the community won’t be able to answer.” When the community is unable to answer you, we guide you to the right contact points after the diagnostic is made. In this community, we always try to find a solution!

 

Our super-users have a dedicated space, a “private room”, invisible from the other members. Through this private room, we inform them about cases that members face regularly and the answers we have and that they can be spread out across the community. They can also give us their feedback on what is working or not with the platform and further needed developments… It’s also in this private room that we discuss about our next video conference, meetings, special events such as call for topics for the blog.

 

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To transmit these values across the community, members must have taken the ownership of this online space. For this magic to operate, the online community needs to resonate with the members. Each members needs to feel comfortable navigating this online community. The customer experience must be positive.

 

The video launch takes the advantage of this simplicity: the ability to create something great together.

 

The ranking starts in a reference universe known from all but gradually draws references from the gaming world, while relying on the values of the Forum:

 

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- The “Builders” who by their contributions and exchanges secure and solidify the base of collective knowledge:

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- The “Enchanters” are recognized both for the quality of information they provide and the benevolence that radiates around them:

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After only 1 month and a half, our community has now 40 super-users with a high level of posts - Vindedious (1600), Kendokanne (1700), Boriswap (1300), Dartagnan (1400)…  They are some of our heroes you can visit in the “Forum SFR” community.

 

Discussions between all the community members and the super-users give us the opportunity to detect very quickly any malfunction and to inform the community when a problem is solved. For example, Kendonkanne initiative helped to qualify a problem with sms billing, to solve it very quickly and to relay the information in a public mode. This enabled to reassure our customers that have send us a lot of sweet words.

 

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40 Super-users provide 50% of the Community content

 

In addition of this efficiency, pleasure of sharing and conviviality moved in : Almost 2,100 posts shared within our Community on the “Discussion du Comptoir” pages. In a month and half, discussions are as well about music and cinema as Art in general.

 

The strength brought by our Community Management team are:

  1. Sincerity and authenticity,
  2. the wish to humanize the online relationships,
  3. the genuine desire to develop and reward anonymous expert by making them shine under the limelight.

We will meet for real and for the first time our super-users on March 22nd. It’s our way to celebrate Spring!

 

Goal : The official launch of our super-users program and share its content – Virtual Workshop and meeting with SFR experts, SFR site visits, game to participate to events such as new mobile launch, celebration and more.

 

Their first mission, find a name to the program. And to close the day, a great surprise is waiting for them. One of the founders of the Manau Group will be there to explain the story of “La tribu de Dana”, a very well known song in the 90’s, before we capture a great picture of all our superusers with our Polaroid.

 

The relationship between and with our super-users is essential and strong. The idea for this year is to offer them a customized T-Shirt with their username, a way for us to build a story together… See you soon with more input about this great Adventure.

 

Sandie & the community management team : Cindy, Manuela, Fabien, Fanja & Emmanuelle

 

http://forum.sfr.fr/t5/Les-news/Qui-est-la-Social-Media-Manager/ba-p/18598

http://forum.sfr.fr/t5/Les-news/Qui-sont-vos-Community-Managers/ba-p/9936

 

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