Past Lithys
Check out Lithy entries from previous years.
Company: Webroot Contact: Nic Tolstoshev (Community Manager) Community: Webroot Community Lithy category:  Marketing Champion   Webroot delivers next-generation endpoint security and threat intelligence services to protect ... See more...
Company: Webroot Contact: Nic Tolstoshev (Community Manager) Community: Webroot Community Lithy category:  Marketing Champion   Webroot delivers next-generation endpoint security and threat intelligence services to protect businesses and individuals around the globe. Our smarter approach harnesses the power of cloud-based collective threat intelligence derived from millions of real-world devices to stop threats in real time and help secure the connected world. Trusted and integrated by market-leading companies, including Cisco, F5 Networks, Aruba, Palo Alto Networks, A10 Networks, and more, Webroot protects tens of millions of devices across businesses, home users, and the Internet of Things. Discover Smarter Cybersecurity™ solutions at www.webroot.com   Webroot Business Dispatch Since December 2012, we’ve been sending out a monthly newsletter featuring the best community content determined by community metrics and an editorial team.      Every month we see a big spike in visits to the community.     We wanted to match the success of the Community Dispatch on the business section of the community.   Our strategy and tactics   We added a business oriented Community Dispatch sent only to SMB customers, starting in June 2015.  Our goal was to grow the business community as it wasn’t as active as the consumer side of the community.       Our results   We matched the 30% open rate of the consumer newsletter.     We’re seeing more questions and more answers coming from power users on the business and channel partner sections of the community:     More than doubled the business post views.     We started the business dispatch at the end of June 2015 and have doubled the business post views since that month.    
Company: Barclaycard US Contact: Kati Driscoll (Community Manager) Community: Barclaycard Travel Community Lithy category:  Marketing Champion   BarclaycardUS is the 9th largest credit card issuer in the US. We believe that bui... See more...
Company: Barclaycard US Contact: Kati Driscoll (Community Manager) Community: Barclaycard Travel 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 Travel Community. BarclaycardTravel.com is a unique travel community experience where Barclaycard cardmembers and non-cardmembers can share travel stories, look to other members for travel inspiration, and earn miles, which can be redeemed for rewards, for engaging in community activities.   Our unique promotion and objective   On July 2, 2015, changes to the Rewards Program Rules for the Barclaycard Arrival™ and Barclaycard Arrival Plus™ MasterCard® were announced. Community was part of a cross functional team initially formed to support customer care and manage complaint volumes, which were estimated to be higher than average, during the transition.   Rather than focusing on the minimal product changes being made, Social Media and Community teams suggested a different approach. Why not highlight the qualities of our award-winning travel card which remained unchanged?   We started with the question, "What is it about the experience of travel that drives our cardmembers' passion?" We discussed the emotions that travel evokes, especially the feeling when one arrives somewhere new. From there, we explored what it means to "arrive" as a symbol of status, connecting the existing social sentiment (#IHAVEARRIVED) to the way the Arrival card and its features enable and empower our cardmembers to have these same moments.   Our primary objective of the campaign was to promote and encourage positive product sentiment through proactive messaging of core featured benefits. This would be measured by a reduction in complaint volumes and an increase in positive social sentiment surrounding the brand.   Our secondary objective was to build loyalty and advocacy through an engagement campaign with our cardmembers and community members. This would be measured by content consumption & engagement on social media and within the community, content amplification, and cardmember behavior analysis.   Our strategy and tactics for our community   CONTENT STRATEGY Strategy for #IHaveArrived content focused on two types of content: #IHAVEARRIVED "moments" and Arrival product benefits     MOMENTS: Using Facebook audience insights based on our Arrival cardmember and community population, we created content which reflected lifestyle buckets Established Elite – represents America’s elite couples and singles. With no school-age children at home and the second highest income in the country, these households have enormous disposable incomes and pursue correlating luxuries and activities Summit Estates – families are enjoying the good life – luxury travel, entertainment and consumption of every kind are within easy reach Skyboxes and Suburbans – the best educated of all the clusters. These families shop at upscale stores, spend time feathering their nests and adhere to regular fitness programs. Corporate Clout – well educated and well compensated singles and couples in their 40s and 50s. These corporate executives and professionals are serious travelers, whether for work or pleasure and intelligent investors.     BENEFITS: We used community search and traffic trends, we developed content which helped users to better understand some of the most popular Arrival benefits while highlighting more obscure card features No foreign transaction fees No miles expiration Chip card technology Travel protections Rewards Access to Travel Community Access to Rewards Fan Zone Access to RewardsBoost MasterCard World Elite benefits Automatic World Elite status World Elite Concierge World Elite Luxury Travel benefits MasterCard Travel Services   DISTRIBUTION STRATEGY Content was posted across the following channels: Social Media Facebook Twitter Instagram YouTube Community Home page 5 separate user experiences PR Email Community Newsletter Arrival cardmember email Website Web tile Featured campaign content on the servicing site Integration with Arrival rewards – users could earn additional miles for registering for the community, sharing stories or using the #IHAVEARRIVED tag   PR 119M Media Impressions 225 outlets   SOCIAL 2M Social Media Impressions 961K Social Reach 125K Engagements 103K Video Views 91% decline in negative sentiment regarding the changes, our primary objective!   COMMUNITY 91K Page Views during Sweepstakes #IHAVEARRIVED generated 11% of 2015 community registrations 735 Travel Stories submitted   EMAIL 316K unique opens 20K unique CTR   CARDMEMBER 12% increase of arrival cardmembers registering in community Drove 5% increase of Arrival cardmembers linking accounts in the community   Key Learnings   SOCIAL Most engaged & cost effective age group for the contest: 18-34 (+20%) Most engaged & cost-effective age group for the benefits messaging was 25 – 34 (35%) Instagram ads proved to be cost effective but lacked the reach related to our Cardmember/Community audiences and fans Cardmembers who were Community Members, but were not linked were more inclined to enter the promotion via social Mobile is everything - 70% of the campaign reach was on a mobile device   COMMUNITY Best performing content spoke to our audience about benefits which provide a service for free or increase miles earns as opposed to benefits which save them money or offer convenience “If content is king, distribution is queen” - multichannel distribution is essential for content engagement success Content from promotion  
Company:  Post Office  Entry submitted by: Darren Jones (Social Media Manager) Social Channels: Twitter  and Facebook Lithy Category: Marketing Champion   With over 370 years of service, Post Office is the UK's largest retail network a... See more...
Company:  Post Office  Entry submitted by: Darren Jones (Social Media Manager) Social Channels: Twitter  and Facebook Lithy Category: Marketing Champion   With over 370 years of service, Post Office is the UK's largest retail network and the largest financial services chain in the UK with more branches than all of the UK’s banks and building societies put together. We also have growing direct channels such as contact centers and online - meaning they’re there for more customers, in more ways.   Post Office is now more than it ever was - an independent multi-channel business, with a vibrant, fast-growing financial services business and embarking on a new era of growth, modernization and customer excellence in serving the UK population.   Our unique promotion    In research, it was revealed that our customers had low awareness of Post Office's Sunday opening hours, and there customers had a negative perception of us as not being open around them. We were tasked with creating widespread awareness of Sunday opening hours. The strategy was to dominate Twitter for one day only with #LoveSundays, celebrating everything great about Sundays, from brunch to pajamas to Sunday dinner and - of course- Post Office's Sunday hours. Twitter was the perfect place to generate broad awareness and to engage our audience with the core campaign message.   Our strategy and tactics   Our strategy was shaped around using social media to help increase footfall into branches, increase sales of parcels/letters and overcome negative perceptions. The solution was to launch a #LoveSundays real-time marketing campaign, with a tiered content approach that focused on:  Prepared: Aligned to people's Sunday activities and we ran mini competitions throughout the day encouraging user generated content. Reactive: We produced social content reactively when topics relevant to our customers were trending in order to increase the reach of our message, as well as offering real-time, personalized customer service by helping customers notice that their nearest branch is open on Sundays.   LSW helped us organize all the massive conversations into appropriate queues, as well as helping us to surface customer data- helping us to delivery personalised conversations, specifically: ‘Notes’ and ‘Conversations’– allowed us to quickly understand whether the person had talked to us before, which helped our operations team with background information. ‘Snooze’ - allowed us to go back to key influencers after the campaign. ‘Klout Topics’ - gave us a quick snapshot of the individual’s interests, which we used to try and tie back to the Sunday opening message. For example, if someone was interested in gardening, then this opened up the opportunity for us to reply to the customer with an “open around you” message about them visiting us before their Sunday trip to the garden center. ‘Klout Score’ - understanding this was helpful to amplify the campaign by giving us the opportunity to engage with those with a high influence quickly/in the moment, and in the process – encourage them to retweet (for example- when the Church of England tweeted). ‘Import’ - allowed us to import particular tweets from influencers, and participate in conversations – based on what was trending at the time, for example, The Open.   Our results   The campaign was extremely effective and we exceeded all of our campaign objectives and benchmarks in just one day:   Campaign objectives: Reach and awareness of Sunday openings core message. Hit social media engagement rates of 1.5% on Twitter Increase visits to the branch finder on PostOffice.co.uk. Increase volume and income in Mails category.   Results: Over 2 million impressions on Twitter. Average engagement rate of 6.01% on Twitter (way above benchmark). #LoveSundays trended organically, without paying for a Promoted Trend. 866% increase in branch finder page views versus previous weekend.   We also had several thousand more customers in the week immediately after #LoveSundays. Across web and in-branch it grew volume (7%), value (10%) and income (5%) for instant short term gain in trading.   The campaign highlighted the importance and effect that good quality customer interactions can have on amplifying a campaign and changing perceptions of a brand, just as much – or more - than broadcasting status updates. As such, we expect both teams (customer service and marketing) to be working much closer together for future campaigns, as well as upskilling our customer care agents with marketing skills, so they can spot more ‘moments’ to help amplify our corporate messaging within their replies.   For more, please visit https://storify.com/PostOffice/the-post-office-is-changing    
Company: AmBank (M) Berhad Entry submitted by:  Anna Ramly / Nurul Hana Mariana Muhammad (Assistant Manager) Community: TRUE by AmBank – TRUE Community Lithy category:  Marketing Champion   AmBank Group is one of Malaysia’s prem... See more...
Company: AmBank (M) Berhad Entry submitted by:  Anna Ramly / Nurul Hana Mariana Muhammad (Assistant Manager) Community: TRUE by AmBank – TRUE Community Lithy category:  Marketing Champion   AmBank Group is one of Malaysia’s premier financial solutions Groups with 40 years of legacy in understanding Malaysian customers and provides a wide range of both conventional and Islamic financial products and services. While AmBank Group continues to grow dynamically and gain recognition as Malaysia’s preferred financial solutions group, its strategic partnerships with key global players has paved the way for greater international connectivity. Complementing its strong reputation as a key financial solution provider in Malaysia, its partnerships with Australia and New Zealand Banking Group (ANZ), Insurance Australia Group (IAG) and MetLife Inc has brought new energy and value in how the Group conducts its business to better serve its markets.   TRUE by AmBank, a solution designed for young professionals, is a new addition to the AmBank Group family and comprises not only of a TRUE Everyday Banking Kit (debit and credit card) but also the first bank in Malaysia to offer a digital community platform – TRUE Lab.   The TRUE by AmBank Story:   About two years ago, a group of young professionals sitting in an office in the city of vibrant Kuala Lumpur came up with an exciting concept to bring a fresh new perspective to banking.   The target market? Quite simply, young professionals. Thus came the creation of TRUE by AmBank, which was developed with the support of parent company AmBank (M) Berhad, one of the largest financial institutions in Malaysia, to attract an emerging and influential segment with strong purchasing power as well as abundance of ideas who’ll soon be shaping the future of the economy and the world.   The TRUE by AmBank brand consist of two concepts - The TRUE Everyday Banking Kit and TRUE Lab, Malaysia’s first digital, crowd-sourcing platform, designed to listen to the needs of young professionals (YPs) and banking customers nationwide.   Our unique promotion and goal   The TRUE Potential Campaign As part of the introduction to TRUE Lab, we designed a campaign to leverage on the power of online community to empower and engage in conversations with our target segment – Young Professionals.   The campaign concept was developed from insights that many Young Professionals are not exploring their true potential to have a more fulfilled life – and this could mean being a better human being or perhaps even a change in career path.   The goal was to crowd source participant’s untapped potential and dreams while sparking conversations and steer the community to actively engage in dialogues on TRUE Lab.   The campaign utilized the Lithium platform for participants to submit their entries on the ideation page, share and invite their family and friends to vote.     Our tactics and strategy for promotion   We went to the streets of Kuala Lumpur and quizzed Young Professionals on their dreams, goals and ambitions, only to uncover that most professionals stop pursuing their TRUE potential because of the rat race or money.   To create awareness, we developed an ad campaign targeted to the online digital space: ie YouTube, Facebook, blogs, Google, LinkedIn, Nom Nom and featured prominent Malaysian bloggers to entice those dream seekers to join TRUE Lab and share their ideas with their family and friends and invite them to vote or kudo their submissions. The kudo function was a factor in our judging criteria as the most popular ideas were then curated into the semifinals of the judging process.   The strategy of this campaign was to encourage users to share their dreams and aspirations, with the aim to get users to be familiar with using their voice in the community for future crowd-sourcing initiatives.     Campaign Results   The marketing ringgit spent on Facebook PPLA, Facebook PPVA, YouTube pre-roll ads and Google Display Networks proved to be effective when there was traffic driven to TRUE Lab, which resulted in the increase of membership registration and participation of the campaign. From this campaign alone, we received: 146,502 page views, 80,852 visits, 67,834 unique visitors, 1,309 new members 256 ideas and 1358 kudos Facebook - 9,153,793 impressions LinkedIn – 99,026 impressions YouTube – 1,059,607 impressions, 232,448 views, 171,858 unique viewers YouTube Masthead (Mobile) – 135,781 clicks, 7,115,162 clicks         YouTube Trueview Results over six-week period     Nom Nom Promoted Content (Blogs)   Impressions: 4,875,796 Clicks: 5,273       Key Learnings People loved the videos! – Facebook PPVA (Page Post Video Ad) achieved higher results than PPLA (Page Post Link Ad) with larger audience engagement level Mobile capability was essential to this campaign. Having a YouTube masthead for mobile helped increase clicks since it reached 2.8x more impressions than the desktop version. Kudo function enabled us to use this as part of our judging criteria to analyse popularity of ideas Having the ‘Share’ button in the Lithium platform allowed participants to share their submissions on social media, which helped bring more traffic into the website  
Company: SuccessFactors  Entry submitted by: Danielle Beeken (dbeeken ) Global Director, Customer Adoption Marketing Community: SuccessFactors Community (community.successfactors.com ) Lithy category: Marketing Champion   SuccessFac... See more...
Company: SuccessFactors  Entry submitted by: Danielle Beeken (dbeeken ) Global Director, Customer Adoption Marketing Community: SuccessFactors Community (community.successfactors.com ) Lithy category: Marketing Champion   SuccessFactors provides the leading cloud-based SuccessFactors HCM Suite, which comprises solutions that are complete, beautiful, and flexible, and which can help you optimize your workforce today and prepare it for tomorrow. SuccessFactors solutions are supported by a global partner ecosystem and the experience and commitment of SAP. Our solutions are innovative, but we also deliver process expertise and best practices insights from serving our broad and diverse customer base. Today, with more than 4,000 customers and 27 million subscription seats, we serve organizations of all sizes, from the large enterprises to small businesses, across more than 60 industries, in more than 177 countries, and in 37 languages.   It’s time to love work again! This motto is at the heart of our business. SuccessFactors, an SAP company, provides workforce management software designed to support the employee lifecycle, from recruit to retire.  Our customers support over 20 million workers in 177 countries, making SuccessFactors Human Capital Management (HCM) software one of the most adopted cloud-based solutions in the world. Our customers have a vision and vast goals to attract the best talent, align their workforce, optimize employee performance and gain workforce insight to make strategic decisions about their business.   Like any world-class technology company SuccessFactors develops applications that are relevant to our consumers. However, we understand that having great products is not enough. Without customer support built into the core of our business we would not be considered the leader in our industry. Lithium’s online community platform has played a significant role in helping us provide true support to our customers. Our Customer Community is a competitive differentiator and an important part of our marketing strategy. It is the gateway to fully realizing the value of our products and services and as marketers we shout this fact from the rooftops.   In our Community we bring together customers, product and support experts, industry thought leaders and implementation partners from around the world.  The knowledge exchanged in our Community is an indispensable resource for both new and established customers.    Our Community is a hub for training, implementation resources, documentation, events, and user group interaction. Members stay informed on new features, product updates, and news on HR trends and predictions. This is the place where product-enhancement ideas are shared and discussed with our product managers, providing critical feedback for advancing our products to new levels of innovation and business efficiencies.   Our Community is 34,000 + strong and growing by an average of 1,300 new members each month.  Not only is the Community growing in members but in time spent online.  Per month page views range between 200,000 and 300,000 and we see approximately 360 new ideas shared and over 2500 kudo clicks.   We’ve found that customers who engage in the Community have increased success and longevity with SuccessFactors. When customers find what they need, have their issues resolved, and get their questions answered, they are happy and eager to help others. It’s a win-win for everyone.     In addition to Lithium’s impact on our support and customer adoption marketing efforts it is also a valuable vehicle for education and brand awareness. Multiple marketing campaigns pump fresh content into our Community, which drives engagement and new membership. We’ve had remarkable success with our one and only “open” board that showcases our amazing thought leadership to the world. The “Did You Know” campaign has allowed end user customers to find the community destination doubling daily registration and adding valuable content with 100’s of posts with 1,000,000’s of page views. Did You Know? has a committed following of loyal influencers that use Lithium’s social share functionality to spread awareness and meaningful content to their communities.     Our team is also using Lithium to educate and influence our parent company’s on-premise HR customers to move to our cloud-based technology.  Moving to the Cloud from an on-premise solution can be an intimidating transition. There are many roads to success when taking on this endeavor.  Our “Welcome to the Cloud” marketing campaign invited our SAP HR family to join our Community and learn more about the advantages of cloud-based technology. Without In addition to valuable content, entry into our exclusive Community facilitates peer to peer conversation which expedites learning and reference inquiries. Our membership has increased by 8% since this campaign began in January, 2015 and we anticipate sales revenue to follow this uptake in interest from our on-premise customers.   Online engagement is a privilege of our time but our Community also supports in-person experiences for our customers.  Customer champions and super users are hosting “live” engagements that promote knowledge sharing across the SuccessFactors’ customer community. Each event focuses on effective talent management process design and deployment. VIP engagements are complimentary and exclusive to SuccessFactors customers as part of their current investment with our technology.  Thanks to Lithium’s interactivity customers learn about these events and participate in conversations before and after the “live” session to further enrich their experience.   Finally we want to bring attention to our customer excellence awards program. Our community hosts the SuccessConnect HR Excellence Awards annually. This program drives customers to tell their success story in their own voice and generates an exceptional amount of engagement through live voting. We use Lithium’s kudos click to cast votes. Thousands of votes were counted for our 2014 awards. The winners received a free pass to our SuccessConnect conference and an awards reception with leaders from our executive team. This is one of our favorite customer marketing opportunities because we get to uncover compelling customer stories and references and recognize and celebrate our customer’s accomplishments.  
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 ... See more...
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 build... See more...
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: Sony Europe   Entry submitted by: Nico Henderijckx (tweety2b) Head of Communities, Europe Community: Sony Europe Community  ( www.sony.co.uk/community) and European locale alternatives Lithy category: Marketing Champion   Son... See more...
Company: Sony Europe   Entry submitted by: Nico Henderijckx (tweety2b) Head of Communities, Europe Community: Sony Europe Community  ( www.sony.co.uk/community) and European locale alternatives Lithy category: Marketing Champion   Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world.  Sony recorded consolidated annual sales of approximately $75 billion for the fiscal year ended March 31, 2014.   The Sony Europe Community has been setup to achieve and facilitate 3 pillars: Conversation – create a platform that enables end users to have conversation with other end-users so they can share experiences, issues, behaviors, etc with each other. This to be done through any media mean: forum, photo, competition etc… Self-service and Learning – Forums and How tos to enable customers to get the maximum out of their products and learn them how to become professionals using them (mainly photography and videography) Advocacy – Editorial blog strategy to support our social channels. Mainly create engaging content with high Like-ability and share-ability This year we have been strongly focusing on developing the 3 rd pillar. We have optimized our blog area and put it in the centre of our social strategy. 2-3 blogs per week are being posted in 5 different categories (Arts, design, Entertainment, Product & events, Education) and all of these are being used in FB, TW and G+ to drive traffic to the blog area. The ultimate goal being high engagement (putting the correct person in front of the blog) and then have them share the article back out in the social landscape.   UX flow is Post on social media linking to Blog   We also introduced a new Blog homepage: Our results   1) Blog traffic Traffic went up 3x versus previous year. We are now undergoing a new re-design exercise to further optimise the blog area and make it even better from a mobile friendly and responsiveness angle.  Making assets used in blogs easier to share   More focus on content Legend: in pink the sharing functions, in Blue the next content suggestion. Otherwise on the page no distractions from the content. now no assets are directly shareable but only full blogs are  Vs future where each asset (video, picture etc…) will be shareable directly out to the social landscape. 2) Blog advocacy   Results after introducing the sharing buttons actively to the blog area: The additional reach produced by the social sharing buttons usage now exceeds the overall ORGANIC reach Sony has on FB, TW and G+. This allows us to compensate better when FB throttles further the posts displayed on end-users’ walls.
Company: Warner Bros  Entry submitted by: David Turner (david-turner) Digital Manager Community: WB Play Community  (Community.wbgames.com ) Lithy category: Marketing Champion   Our community is the dedicated forum for WB Games titles.... See more...
Company: Warner Bros  Entry submitted by: David Turner (david-turner) Digital Manager Community: WB Play Community  (Community.wbgames.com ) Lithy category: Marketing Champion   Our community is the dedicated forum for WB Games titles. Starting with Batman Arkham Origins, it has expanded to Mortal Kombat and mobile games.  We now have 6 games on the community, with 230,000+ members with much more to come.   Our Lithium community is the very core of our conversion funnel. In the video game industry, hardcore fans- those who live, breath, and sleep the titles-- represent the figurative end of the consumer journey. People could pick up a game and enjoy it over a weekend, but there are those who play a game 10X over, sometimes in excess of 200 hours, ultimately wind up forming an identity around the game and the brand, and that's why our community exists, to connect them. Our fans write help guides, they speculate about the lore, and they find stuff so detalied (and often inconsequential) that it delights the creators of the game. Our goal is to let our most devoted of the fans create content, and we do everything we can do encourage them to do so. Success for us is a growth in our devotees; we want them to come to our community, stay, find friends online, and ultimately invite more friends into the world of the game. Our community is at the core of this strategy.   All of this leads to the next, larger plan, when it comes to fan migration. Rather than trying to market to the same fans every new title, using the community, we are able to keep them engaged and centralized, so when we annouce our next games, we know exactly where some of our best fans are and how we can share our new games with them.       Our marketing campaign   Last fall, we ran a community based "Cosplay Week" which was a celebration of some of the best user created Costumes based off the Batman Arkham games. We were in a particuarly content poor part of the year and our devoted fans were looking for anything about the game that made them reengage with the brand. I collected 5 top tier cosplayers from across the globe and did daily posts, each day with a new cosplayer or cosplay team. The results were enormous, garnering a reach of near 10 million. We took some of the most hardcore of our fans and turned them into content generators. The fans loved it and it was able to greatly increase traffic to the forum and across all of our social channels.         Campaign results   Because Lithium is able to incorporate WBPlay as it's SSO, we have been able to show a great cross promotion between in game and forum identity. Not only are we able to view the user journey from player to forum member, we are able to quantify results of playtime, forum activity, and ultimately, user value. While I cannot speak to our numbers externally, we have found that players of our games who are active in the forums are active players, on average, 10 to 20 times longer than those players who are not logged in. We are approaching a quarter of a million members in the WB Community, and show no slow in growth.              
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! Gre... See more...
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:  Digi Telecommunications Entry submitted by: Lee Yang Ching  (Associate - Community Manager) Community: Digi Community Lithy category:  Marketing Champion   Digi is a leading mobile communications company providing a comprehe... See more...
Company:  Digi Telecommunications Entry submitted by: Lee Yang Ching  (Associate - Community Manager) Community: Digi Community Lithy category:  Marketing Champion   Digi is a leading mobile communications company providing a comprehensive range of affordable, convenient and easy to use wi reless services to simplify and enrich the lives of its customers.   Our unique promotion and goal    Digi is one of Malaysia’s leading telecommunications providers who is dedicated in providing innovative and wholesome user experiences. In 2015, we launched Community, Malaysia’s first people-powered hub that serves as a platform for Digi users, new and existing, to get answers to any and all of their questions.       To further help customers take charge and easily manage their accounts, we also provided customers with the MyDigi app. Customers could check their usage, pay their bills, and even buy additional subscriptions or credit reloads.   Both platforms were created to empower our customers and also provide them with a more seamless experience with Digi. However, one key challenge faced was that not many customers were aware of these platforms and thus not utilizing its unique features.   Hence, our keys goals were to: Teach users how to use Community and increase usage of ‘Kudos’ (the Like button) Increase membership and engagement on Community Awareness of the MyDigi app and its functions   The MyDigi Contest   As Malaysia’s first people-powered hub, we wanted to educate our customers that they were empowered to contribute and further shape the experiences of other Digi users. Hence, we came up with a strategy to help us achieve all 3 key goals at one go; the MyDigi contest.   We ran the contest via a blogpost on Community and incorporated attractive prizes, 30 Lenovo A369i smartphones to hook audiences and spark interest to participate in the contest.     Upon getting their attention through the awesome prizes, we then asked a question other telco service providers rarely asked:   "As a Digi customer, I would like to have <insert feature/idea/answer here> in the MyDigi app because <reason>.”   We kept the participation mechanics within 3 simple steps:     To sustain interest and encourage more creative submissions, we gave away 2 smartphones daily to the Top 2 entries of the day. Winners were selected based on the most creative and relevant, and also received the highest number of Kudos (Like button).   This tactic helped to ensure that participants submitted quality entries whilst empowering other Community members to give an entry they liked a “Kudo”, a key feature of Community that encouraged honest and helpful contributions to other users.   In order to comment or Kudo an entry, users needed to sign into our Community which helped boost new membership and engagement on Community. This tactic also helped to educate users on how Community works and experience the empowerment they have on this people-powered hub.   Through this contest we also managed to increase awareness and functionalities of the MyDigi app as users had reason to download and experience the app to share their suggestions on how the app could be better.   Our results   We received 83 entries from Digi users who had great ideas on improving the MyDigi app Community page views increased by 5% during contest period. User Growth from Jan – Feb (during the contest) was double the average monthly growth at 20% (average 10%) Blog page views leap by 76% more views with the contest blog post itself received over 5,300 views (average view 121) (making up 49% of total blog post views), and received 86 Kudos (86 times more than the average of 1 Kudo per post) for all the comments. Overall in 2015, we grew to have an average of 75K monthly unique visitors by the end of the year, with page views averaging at about 185K per month.   We successfully increased membership and engagement on Community through a simple strategy that inadvertently taught users how to use community and Kudos, whilst creating awareness about the MyDigi app and its functions.  
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   ... See more...
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      
Company: Telefonica Movistar  Entry submitted by: Emilio Rodriguez Menendez ( Community Manager) Community: Comunidad Movistar    Lithy category: Marketing Champion   Telefónica is one of the world leading integrated operators in t... See more...
Company: Telefonica Movistar  Entry submitted by: Emilio Rodriguez Menendez ( Community Manager) Community: Comunidad Movistar    Lithy category: Marketing Champion   Telefónica is one of the world leading integrated operators in the telecommunications sector, providing communication, information and entertainment solutions, with presence in Europe and Latin America. It operates in 21 countries. As of December 2015, Telefónica’s total number of customers amounted to 322 million.   Our community objective   Our community amounts to 1.6 million visitors on average every month, and our blog itself ( Movisfera ) gets near 200k visits every month. We launched the blog 2 years ago with the goal to create a destination for our users, a place where they could write their own thoughts and content, and a forum with an abundance of help content useful for a Movistar customer, a technology fan, or a regular user. By mid 2015, we became aware that the blog wasn´t fulfilling our goals. 90% of the content was Movistar staff generated and full of commercial articles, so it was  time to turn around the situation and get back to our objective of creating a true community.   Launching our collaborators program   We decided to give our users more leadership/relevance, so we launched our collaborator program publicly. We asked our users to join the blog staff and help others with their content published in the blog.   We also decided to add new, regular content to the blog in the form of help-oriented content called "Tip/trick of the week" and "Our recommendation of the week" which have become quite popular between our visitors and readers.   We were able to get 10 regular collaborators (those who have written at least one article per month ) to contribute. Additionally we created a new section in the blog called "User corner" and identified each and every single users article/post with a label that showed the post was non Movistar generated.        By the end of 2015, we celebrated our annual event with users and super users. We awarded the blog collaborator of the year (the person who had created the most content and achieved the most visits) with a trophy and a special gift.      Continued  success with the collaborators program   By March 2016, the regular blog collaborators grew significantly. They have published more than 80 articles which have received (on an average of more than 3,000 visits per post) nearly 400,000 visits in less than one year. Especially popular have been the user j3gallo posts about cinema with thousands of visits and social shares.   https://comunidad.movistar.es/t5/user/viewprofilepage/user-id/45   https://comunidad.movistar.es/t5/Movisfera/El-mejor-cine-de-este-oto%C3%B1o-estrenos-de-octubre-pr%C3%B3ximamente-en/ba-p/2650953   The reach of their content has also been spread through our social networks’ official pages (Facebook and Twitter) in which we have shared their content with huge success within our followers (as shown in the following examples):       Results of the collaborators program   To summarize, the goals we have achieved with this project: Blog visits and views have increased by 150% since May 2015 We’ve garnered more than 10 regular collaborators The blog perception has drastically changed for the better-- from commercial content to user-generated content      
Company: Moe's Southwest Grill   Entry submitted by: Daley Michael (Moes) PR & Communications Coordinator Klout Perks Customer Lithy  category: Marketing Champion    Welcome to Moe’s! ® Founded in 2000 in Atlanta, GA, Moe’s Sou... See more...
Company: Moe's Southwest Grill   Entry submitted by: Daley Michael (Moes) PR & Communications Coordinator Klout Perks Customer Lithy  category: Marketing Champion    Welcome to Moe’s! ® Founded in 2000 in Atlanta, GA, Moe’s Southwest Grill is a fast-casual restaurant franchise featuring fresh, handmade, customizable southwestern food in a welcoming environment that rocks. Moe’s is committed to serving only the highest quality ingredients 100% of the time at all of our locations in the U.S and abroad. While Moe’s is best known for its burritos packed with a choice of more than 20 fresh, flavorful ingredients, the menu also features kid’s, vegetarian and low-calorie options, all served with free chips and salsa. Check out Moe’s online at www.moes.com.   As a growing brand, we don’t have the biggest budget when it comes to social ad buying. And no matter how you’re utilizing social ads, it always seems like content is being force-fed to viewers on a social news feed. People trust what their friends are doing and will follow that versus an ad. That’s why we felt Klout was perfect. As it relates to this particular campaign, we needed to hit a specific demo at a specific location at a specific time with influencers who had a Klout score of 50+ and loved burritos and spicy food. With Klout, you can really drill down on the exact audience you’re trying to reach. A lot of vendors can’t do that. Klout’s network of influencers was the ideal fit for our brand because we value direct interaction with our biggest fans. Instead of a blanket campaign, we really appreciated the ability to carefully select a curated audience that we could directly connect with.   Our Klout Perks campaign   We implemented a campaign specifically for one of our biggest promotions of the year – Cinco de Moe’s. The goal was to build buzz around our new Spicy Guac and drive engagement by using Klout influencers  to spread awareness and anticipation of our annual Cinco de Moe’s event, thereby extending overall reach and creating brand ambassadors.   By partnering with Klout, we engaged influencers in the U.S. East Coast who produce related content on social media channels about burritos, Mexican food, and spicy food topics. We surprised and delighted them with Spicy Guac kits filled with branded Cinco de Moe’s items, including: t-shirts, sports bottles, headbands, and a stack of Moe’s gift cards to share with friends and family. We then encouraged influencers to visit a Moe’s Southwest Grill location on May 5th and share their positive experiences on social channels (i.e. tweet, Instagram and post on Facebook about their #CincoDeMoes experiences).   Our Perks campaign results   The campaign was a huge success. We achieved our goals of increasing reach and creating Moe’s brand ambassadors. Our unique reach was 8.48MM. Compared to Cinco de Moe’s 2013, we saw a 117% increase in social impressions and a 30% increase in Twitter mentions. In addition, we saw a +17.5% comp sales increase on May 5, 2014 versus May 5, 2013. Of the 10K+ content generated, 33% came from Twitter, 32% from Facebook, and 35% from Instagram.   We also saw an immediate lift in overall engagement on Instagram and Twitter, and we were able to give our influential customers a sense of exclusivity and empowerment. For example, many people noticed our influencers walk in with branded Cinco de Moe’s supplies, tweeting in-the-moment pictures to show off their exclusive gear. They were asking how they got their limited-edition Cinco de Moe’s items and commented that it was a cool gift. In turn, that unique exchange encouraged those customers to visit our social account asking how they, too, could become a Moe’s ambassador.