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: 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: Google AdWords Entry submitted by: Akshay Nair (Akshay) Global Project Manager, AdWords Communities Community: Google AdWords Community https://www.ru.adwords-community.com (Russian Community) https://www.pt.adwords-community.com (Portuguese Community) https://www.es.adwords-community.com (Spanish Community) Lithy category: Marketing Champion   AdWords, a flagship product of Google, accounts for the majority of the company’s revenue. Utilized by millions of businesses in over 40 languages around the world, AdWords penetration is accelerating while its features become increasingly sophisticated.    Google recognizes the opportunity to help SMBs improve their businesses through adding features that improve their advertising campaigns. AdWords customers range from multi-million dollar companies to tiny mom-and-pop businesses. Our aim is to provides a feature-rich advertising platform suited to all types of advertisers and advertiser needs.   Google AdWords has leveraged the power of the Lithium platform to drive our customer education efforts on some of our fastest growing AdWords communities - Spanish (ES), Portuguese (PT) and Russian (RU). To educate our customers on AdWords and all it’s features, we use webinars (executed through the Hangouts On Air technology) and various video formats that we host on the Lithium platform. We’ve built in functionality that allows us to track the impact of our video content. This includes actions performed by our customers on their AdWords accounts after they have watched our webinars and engaged with our video content on these communities.   Our marketing program   We care immensely for our influencers and understand the value they bring to our 1:many efforts. The Google Partners Academy in the PT/ES markets and the “Boost IT” program in RU allowed us to reach and engage online marketing professionals, advance their product knowledge, educate them and share advice on how to improve their online marketing efforts.     Google Partners Academy - is a customer education program targeting Google Partners (certified AdWords agencies and certified marketing professionals). The program consists of a series of Hangouts On Air, where Google specialists (AdWords support team, account managers) guide users through a range of product-related and online marketing-related topics.   “Boost IT” - is an educational program targeting Ukrainian large advertisers from the IT sector. This program consists of a series of Hangouts On Air where account managers answer advertisers’ questions online, give presentations on product-related topics and share best practices that are relevant to our IT clients.   All discussions, questions and user conversations during and after the webinar happen on the respective communities where the Hangout On Air is hosted.   To scale our efforts further, these customer education models and initiatives were later launched in other market communities. We’ve partnered across Google with Large Client Services, Small & Medium Business Account Managers and Marketing teams based in Dublin, Wroclaw, Sao Paulo, Kiev, Buenos Aires and Mexico City to ensure we touch as many advertisers as possible. Also, we feature our Top Contributors and Rising Stars in our webinars who share their experience and insights in a live environment by answering questions in real-time.   Our results   Community growth: All three communities (ES/PT/RU) doubled their size from 320k to 630k annual visits on average. User impact: We had a 232% increase in certified individuals in our Spanish speaking markets in 2014 29% of all actions taken by our customers who visited our 10 Communities around the world were driven by these three communities alone Cost savings: Our training efforts with the Google Partners Academy program recorded a cost saving of 91% per attendee

Company: Vodafone Turkey Entry submitted by:  Fahrünnisa Bilgin (FahrunnisaB)  Online Product Specialist - CMS & Social Media     Community:  Vodafone Forum (forum.vodafone.com.tr) Lithy category: Marketing Champion   Vodafone revolutionized digital transformation in the Turkish telecommunication market. With a market share of %33,9 (Feb'15) Vodafone Turkey is in use of innovative online technologies and social media to service the special needs of Turkish mobile customers. Vodafone Forum launched in March 2012, as Turkey's first open discussion platform among competition is representing Vodafone Turkey with customer care on social media. Today Vodafone Forum is used as a marketing and support platform, increasing engagement of users through super user cultivation and brand advocacy.      Vodafone's super users speak up to the customer   Vodafone Turkey's  marketing strategy in social media is to increase the engagement rate and use a humanized tone of voice in customer care. Lithium is playing a decisive role in adapting a super user program for brand advocacy. We have started super user cultivation in Vodafone Forum as of 2012 and gained our first super users through several strategies alligned with brand & marketing teams within the company. We have several super users creating thousands of comments and spending many days online. They provide valuable content and share their expertise on Vodafone products and high-tech devices. Most importantly they are representing Vodafone brand and answering questions of Vodafone customers and non-customers. Super users are referring Vodafone products to non-customers, convince people of Vodafone's innovative products and convert them to Vodafone customers.        Our marketing campaign   Super Users meet CEO   We have organized a program called “Kings of the Vodafone Forum” with our internal stakeholders brand advocates in Vodafone headquarters. All of the members joined have met with each other, presented their ideas and tested the brand new version of Vodafone Forum, as well as the initial launch of mobile Vodafone Forum. In the afternoon super users had a chance to meet and greet with our high level managers (Including CEO of Vodafone Turkey!). At the end of the day they enjoyed a dinner on the rooftop with a great view of Istanbul Bosporus.         Vodafone Forum Super User activation   As Vodafone Turkey we have divided our super user cultivation activities with segmented communication strategies. Last year we  measured active employees on Forum and checked the awareness of the community, it was only 6% of the company.   Firstly an internal e-mail bulletin has been designed for raising awareness, themed as "What's going on in Vodafone Forum". It is highlighting 2 major issues about customer experience and appreciating active employees of the week sent to C-level directors perıodically. The sense of being appreciated and of competition is quickly spread with WOM in the company and started to gain organic user growth. Another recruitment is held on company orientation program, one the greatest moments for fresh minds and open ideas. Almost all newcomers are becoming a member, they are very active about products and services.   In April 14' we have celebrated the 2 nd anniversary of Vodafone Forum with a promotion campaign. In order to take benefit of the promotion, you had to be a member of  Vodafone Forum  already or  quickly subscribed at the Forum desk using Vodafone branded tablets in our headquarter.   Campaign results   This campaign had very positive effects and we have gained more than 300 employees just in 2 days!      Heroes of Vodafone Forum   Following Super user activation in Vodafone Forum, the average time spent and number of comments posted by super users has doubled. With the employee activation program, Vodafone Turkey has gained more than 300 employees and 15 of them are candidated to become a hero member on Forum. Later on we have cultivated these users with e-mails and instructions, in order to keep them active and let them a Vodafone hero in the community.        

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.    

Company: Vodafone Germany Entry submitted by: Sebastian (VF_Sebastian) Social Media Project Coordinator Community: Vodafone Community (https://forum.vodafone.de/) Lithy category: Marketing Champion   Vodafone Germany is a telecommunication company based in Germany, with more than 10,000 employees and its headquarters in Dusseldorf. It is a part of the Vodafone Group, amongst the largest telecommunication companies in the world. Currently more than 34 million people are making use of Vodafone services in Germany.   Regarding our service promise, we are providing an individual service support, anytime and anywhere, to our customers. In case of concerns the customer is able to get in touch with Vodafone channels 24 hours a day and 7 days a week. Due to different, individual customer requirements Vodafone pursues a multichannel strategy. Customers have the choice between different service channels such as email, chat etc. With the increasing relevance of Internet-based communication new channels are gaining a growing importance. Besides the other well-known social media networks, communities offer significant opportunities in terms of service quality, brand reputation and cost reduction. Customers have the opportunity to reveal and exchange experiences and often find an answer to their question in the community. Accordingly the portion of self-service is increased.   Since 2012 the community is an established Vodafone service channel. Vodafone Group awarded all Community Agents with our global internal employee “Hero Award” for effective work performance. The award was ceremonially passed in London.     Marketing campaign   An important factor for a community is an active user base. To encourage our users we developed a community model allowing active users to jump to various new user levels depending on the number of posts submitted, Kudos collected and their solution comments. After the registration users climb up to a Super-User role in six steps. This strategy creates an intensive relationship between community and users. In addition Super-Users appreciate a special reputation within the community. In consequence of performance Super-Users stand out from the community. Currently our Vodafone community has more than 30 active Super-Users. Above all, Users consider their nomination as a pleasant experience. A Super-User profile reflects Vodafone’s goals of customer satisfaction.   To also bring this appreciation to the real world we invite our Super-Users to a yearly event to celebrate the cooperation between agents and Super-Users, where they get to know each other. A Super-User event is a solid part of the community loyalty strategy. For this purpose, Vodafone implemented an extra wild card, which allows one user to participate without a Super-User status. Within 6 months one of the Wild-Card-Participant has achieved Super-User status, because the person was so excited of this elaborate event.     Super-Users are also involved in internal events and represent the customer's perspective beyond the community.  Super-Users are often product experts with deeply knowledge. Vodafone Product Managers value neutral customer feedback.  In terms of strategic development we can improve our service continuously.   Users appreciate posts from Super-Users as it is considered as authentic customer feedback. This year one of the Super-User wrote his 20.000 posts. A lot of users congratulate  this Super-User for his impressive performance.   Furthermore Super-Users support Vodafone Social Media Team to administrate the eforum (e.g. close/move threads, mark answers as accepted). It is also common that they support us maintaining the e forum rules beyond moderator’s (VF employees) online presence.   As a part of the Kabel Deutschland merger, Vodafone also invited Kabel Deutschland agents to get to know the new team as well as Vodafone Super-Users. Each individual is essential and is part of the whole.    To sum up Vodafone Super-Users are helping us to keep our service promise “Your personal service. We are only happy if you are.“   

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: SFR   Entry submitted by: Laurence Barlet (LaurenceBarlet) Digital Product Manager Community: Le Forum SFR (http://forum.sfr.fr/) Lithy category: Marketing Champion   With a market share of 21% for internet service and 25% for mobile (based on end of 2014 stats), SFR is one of the largest and most important telecommunications provider in France.   SFR was recently acquired by Numericable, the leading fiber optic provider in France. As such SFR-Numericable is today looking to lead the market in products, services and high-speed internet services connecting customers across France. It has 23 million customers, and provides 8,2 million households with high-speed internet access.   As a key differentiator SFR-Numericable is looking to firmly position itself as a leader in digital business and has been looking to Community with its Influencers and Super fans to achieve this.   This initiative described herein is but one of many ways SFR is doing this today.   The Forum SFR is a 2 years old support community counting more than 600,000 members and over 50 Super users. This community started as a cost saving initiative project to reap call deflection for Customer Care each month. The number of phone calls avoided rose by nearly 50% since 2012.   Our community development strategy is based on Superusers. Their contribution represent a quarter of close to 20,000 posts a month. Therefore, we are very focused on the Superusers commitment and do our best to engage them on and off the community: we often organize videoconferences with guests such as relevant SFR team members for product launches or market event, we consult them on the platform evolution to get their feedbacks, …We also invite them twice a year for a real-life event, to our Campus in Paris. Those attentions have built a very strong and special relationship between us and our Superusers !   Also, with a strong belief that this community must be part of the whole customer experience with SFR, we’ve recently focused on recruiting new members that We now need to re-activate.   Our marketing campaign   On January 16 th , the Forum SFR celebrated its second anniversary. This was a fantastic opportunity to celebrate not just the community but also those that make it all possible: the Superusers and their outstanding commitment. With that in mind, a big event was planned during the month of the anniversary for an initiative we branded: Saying Thank You Counts!     On Stage One of this initiative, we invited 3 of the leading Superusers to our office in Paris, under cover of an interview to surprise them. The purpose for this first step was to showcase our Superusers and, most importantly, show them our gratitude for the countless number of hours they invest with the community and highlight their commitment to others.   The community managers thus welcomed : “Kendokanne” who counts 24,000 posts, 3,000 approved answers and 10,000 thank you (http://forum.sfr.fr/t5/user/viewprofilepage/user-id/172) “Alain911” with 5,800 posts, 486 approved answers and 2,400 thank you (http://forum.sfr.fr/t5/user/viewprofilepage/user-id/182) “Zardrilokis” with 2,300 posts, 217 approved answers and 1,000 thank you (http://forum.sfr.fr/t5/user/viewprofilepage/user-id/456) During the interview, special SFR representatives from different departments were waiting for the right moment to show up and entered into the interview room with a very special and unique birthday gift: a live “Merci!” (community kudos) counter!   This ended up being a very emotional moment with most users close to tears as they embraced the SFR representatives and received the “Merci!” Counter. This device captures each individual Superusers full kudos count on the community and updates live which brings to life not only their value but also their commitment to the wider community. One of them sent us a short film to say thank you.    For the really first time an object was connected to a Lithium platform. This technical performance was possible thanks to our creative digital agency The Social Client. The developers team worked hard to make it possible, and finally found a way to connect personalized endpoints from the Forum and a hidden page in the object interface.   We shared the videos of this special moment for all to see on the community landing page, highlighting each individual Super User individually.   Here are videos showing the interviews with 3 Super users and SFR team members and the gift handover:           While we didn’t film  all the giveaways, we made sure that every Superuser received a birthday gift: 7 other super-users received the live counter at home and the others got a personalized thank you cushion.     A short version of the film was posted on our social media platforms (Facebook and Twitter) and the film spotlights also served as a spring board to the second part of the campaign: the birthday competition.   In this contest, players needed to match customer questions with the right solution (chosen among three). The goal was to show inactive members how the Community can be useful, and the many reasons to say thank you.    The winner of this competition was very happy, as showcased in the post below: The global event was promoted by two mailing campaign, two Facebook posts and 3 Tweets, targeting all community members.   Campaign results   The anniversary events were a roaring success as we saw traffic increase by 9% and registrations increase by 33%. Most importantly however, the increased satisfaction of the Superusers and the reactivation of dormant members who had lapsed in participation. In addition to the above we saw a clear reactivation of our inactive member base with + 340% of  visits for this population !   The last result but not the least, the “uncountable” emotional and grateful reactions from our amazing super users !          

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: StarHub  Entry submitted by: Darren Choo (darren) AVP of Social CRM Community: StarHub Community (http://community.starhub.com/) Lithy category: Marketing Champion   StarHub is Singapore's fully-integrated info-communications company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. StarHub operates a mobile network that provides 4G, 3G and 2G services. It also manages an islandwide HFC network that delivers multi-channel pay TV services (including HDTV, Internet TV and on-demand services) as well as ultra-high speed residential broadband services. StarHub operates an extensive fixed business network that provides a wide range of data, voice and wholesale services. Over Singapore’s fibre-based Next Generation Nationwide Broadband Network, StarHub offers a broad range of home and business broadband plans along with a host of advanced media-rich value-added services, such as IPTV for commercial entities.   StarHub Community activates its superfans to support its marketing strategies. Six in every 10 visitors come for its contests and user-generated marketing content instead of customer support. http://community.starhub.com/t5/Commendations-Testimonials/StarHub-Community-is-growing-and-we-have-YOU-to-thank-for-it/m-p/27176#M10     1) Beating the ZMOT Challenge The Social Customer believes more in actual user reviews than a brand’s marketing messages. This phenomenon—commonly known as Zero Moment of Truth (ZMOT)—can easily nullify the work of traditional marketing. To address this shift in consumer behaviour, StarHub Community generates user reviews. Lithium’s excellent SEO often surprises us with excellent search results. In fact more than half of the Community’s traffic comes from Searches. This allows StarHub to better manage ZMOT, instead of losing control to third party forums or showing no reviews at all  For example, here are some HomeHub reviews: http://community.starhub.com/t5/HomeHub-Reviews/idb-p/HomeHubSurvey     2) Influencer and Content Marketing Strategy Traditional influencer strategy pays influential bloggers to share content with their followers.  However, these blogs are off-domain and their credibility may also/often be questioned. Utilising Lithium’s blog function, an ordinary community blogger’s post can be promoted via the Community (using Outbrain native advertising and social syndication) and can have significant reach and effect, e.g: http://community.starhub.com/t5/Mobile-Handset-Reviews/Samsung-Galaxy-Note-Edge-Review-Changes-To-My-Smartphone/ba-p/112652. It is noteworthy that even a few ordinary commentators can greatly boost credibility, as people generally believe in actual users’ experience and reviews.    Lithium’s Group and Ask the Expert functions allow interests groups to be formed thus creating threads for common interests and within which there is greater perceived credibility for posted user reviews, e.g http://community.starhub.com/t5/Windows-Community-Group/Welcome-to-the-Windows-Community/gpm-p/75901#M88   3) Contest Engagement Strategy Traditional engagement utilises expensive microsites and Facebook applications with no consolidation of the relationships/connections with the customer. Often, contestants also do not get to see other contestants’ entries as well. The above issues are solved using Lithium’s Contest module for photo contests, for example: http://community.starhub.com/t5/Latest-Contests-and-What-s-New/Contest-Closed-Win-a-Trip-To-Glasgow-to-watch-the-MTV-EMAs-2014/m-p/99559#M516) and Idea Exchange module for free flow user generated content contest with an added voting mechanism (see example http://community.starhub.com/t5/Past-Hackathons/CONTEST-CLOSED-Win-passes-to-meet-Kim-Soo-Hyun-in-person/m-p/73605#M16)   Our marketing campaign    Lady First SG is a StarHub-produced, localised version of the immensely popular Taiwanese beauty variety show, Lady First (女人我最大).  Each season lasted for about three months. To date, StarHub has produced two seasons in the past two years.   Female viewers in Taiwan, after watching the beauty programme, would go to the forums to discuss the beauty tips and products featured.  Tapping into this insight, social TV executions were executed on StarHub Community to bring these discussions online via StarHub Community.      The first mission was to source for beauty influencers to be the experts running the forums.  In the first season, we set up beauty forums by topics http://community.starhub.com/t5/Lady-First-SG/ct-p/ladyfirst and ran a contest for the top six beauty influencers to surface.    Eventually through intense competition, the top six contestants arose.  Please visit http://community.starhub.com/t5/Latest-Contests-and-What-s-New/StarHub-Community-s-first-offline-event-Meeting-up-with-the/m-p/26076#M218 to view the offline event. Together with partnering beauty brands’ influencers, they not only generated tonnes of beauty tips, but also became beauty experts from which others could seek advice: http://community.starhub.com/t5/Ask-The-Beauty-Expert/Learn-beauty-secrets-from-the-StarHub-Community-Beauty-Brand/m-p/44331#M2   Partnering brands also ran some contests: In the 2014 season of Lady First SG, we activated two of the original six beauty influencers.  Grace Tan was commissioned to blog about each episode in English while Yuki Ng did so in Chinese. The blog entries from both ladies were not mere translations but their own interpretations of the tips after watching each episode. We ran a contest asking members to post a comment on their blog entries or ask them questions. At the same time, we ran another contest to curate beauty tips from users with a chance to win a beauty workshop: http://community.starhub.com/t5/Past-Hackathons/Contest-Closed-Beauty-Workshop-by-Xiao-Kai/m-p/79381#M1  The contests were publicized on the TV trailers as well as online media.     Campaign results   Between Grace and Yuki, there were over 64,000 views and almost 600 comments on their blog entries alone. There are over 611,000 views on the Beauty section of the community where members get to discuss beauty and fashion related matters, such as finding out where to purchase the products featured in the show and share personal tips. Users can search by episodes or beauty topics to record their comments. In fact, the search term “Lady First” on Google yields StarHub Community as a prominent result.   With combined views of 675,000 across the blogs and forums on Lady First SG and Beauty and Fashion discussions, the execution has been a great success and has greatly enriched the content consumption experience with useful online content and engaging contests. The timeless tips shared on StarHub Community also continue to bring in traffic for the Community.      

Company: Barclaycard  Entry submitted by: Jennifer Hitchens (JenH) Community Manager Community: Barclaycard Travel Community (BarclaycardTravel.com)  Lithy category: Marketing Champion     Barclaycard US is the 9 th  largest credit card issuer in the US. We believe that building community environments helps to support our credit card products creates a differentiated customer experience through enhanced support and innovative engagement.   The Barclaycard Travel Community: A portion of Barclaycard cardmembers are invited to join a community, share their travel experience, look to other members for travel inspiration and earn miles for engaging in community activities.   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.  Lithium’s community platform is the driving force behind out latest marketing initiative for the Barclaycard Travel Community.   The Barclaycard Travel Community Great Getaway Giveaway Campaign This campaign utilized the Lithium platform capabilities in 5 different ways to launch an online sweepstakes promotion in November of 2014 called the Great Getaway Giveaway.     The primary focus of the marketing campaign was to increase community registrations to BarclaycardTravel.com and helped in exceeding the 2014 goal of 100,000 total community member registrations.   Using the Lithium platform, we were able to develop a campaign that would:    Represent the premium quality of the Barclaycard US brand in design and experience Increase awareness of the Barclaycard Travel Community Include meaningful interactions with contest participants - without creating obstacles to entry Allow users to stay within a single, mobile-friendly environment     Our marketing campaign   We incorporated a variety of the Lithium platform functionality to build a successful marketing campaign:  1) The Great Getaway Giveaway featured a two-tier prize structure which not only promoted Community registrations through a sweepstakes, but highlighted the storytelling aspects of the Community that utilizes the blogging platform on Lithium.   2) Our customized home page on the Lithium platform enabled us to feature the Great Getaway Giveaway prominently in the rotating image “Hero” area:   3) The Lithium registration and login path was modified to enable existing Barclaycard Travel Community members to sign in, share their dream trip on the dedicated Lithium ‘Great Getaway Giveaway’ Discussion Board for a chance to win the Grand Prize. The registration flow also enabled a new registration flow where new users were seamlessly taken (after registration) to the dedicated Lithium ‘Great Getaway Giveaway’ Discussion Board for the second step of the sweepstakes.   4) We created a responsive registration page that enabled for a seamless mobile experience.   Step 1: (New registration path that is mobile optimized)     Step 2: Submitting a dream trip as an ‘entry’ in the dedicated discussion thread (also mobile optimized). Discussion board was customized for optimal viewing on multiple browsers and devices and Lithium out of box board settings were implemented so that a registered community member could only submit one dream trip.   5) To encourage our active (and newly registered) users to socially share the marketing campaign, we implemented a customized Lithium social sharing component with pre-populated text for a quick and easy method of spreading the word.   We also launched a #TravelSkills Twitter Chat with one of our key influencers, Johnny Jet and reinforced the #GreatGetawayGiveaway hashtag.     #TravelSkills Twitter Chat with Johnny Jet featuring #GreatGetawayGiveaway images in all questions 1,300 tweets with 339 contributors 3.3M reach 3M timeline deliveries Key Participants: Travel and Leisure, Marriott International, SmarterTravel, JDAndrews, Brett Snyder   Our campaign results   Great Getaway Giveaway Campaign Results: Exceeded 100K Goal 31,824 new registrants: Exceeding our total campaign goal by 59% 26,510 “Dream Trip” submissions by community members; averaged 1 submission every 2 ½ minutes 430K Page Views during Sweepstakes; normal Page View average is 237K per month. Increased engagement with existing Arrival cardmembers During the sweepstakes promotion, increased Arrival cardmembers registering in the community by 20%. Increase Social Media Mentions  1,123 Social Media Mentions (sentiment was 100% positive): 5% of mentions on Twitter #GreatGetawayGiveaway 27% of mentions on Facebook Promoted posts = 252 shares   In addition to promoting the campaign via email, we also incorporated a paid media campaign on Facebook: 14% of all registrations originated from Facebook Utilized 11% of budget for FB ads     Email Campaigns provided high impact with very low cost: 61% of all registrations attributed from newsletter Utilized 2% of budget to deploy 3 emails   Key Learnings: Mobile capability integral Integration of social sharing essential Email targeting highest performing results Creative assets: build in house Repurpose existing assets & terms for potential future campaigns utilizing Lithium platform  

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: Indosat  Entry submitted by: Ghina Aliya (GhinaAliya) Community Manager, Forum ICITY Community: Forum ICITY (http://icity.indosat.com)  Lithy category: Marketing Champion   Indosat Tbk is a leading telecommunication and information service provider in Indonesia that provides cellular of prepaid services (Mentari and IM3) and postpaid services (Matrix), 3G services using HSDPA-technology, fixed data services including Multimedia, Internet & Data Communication Services (MIDI) and fixed voice (fixed telecommunication) services including IDD services and fixed wireless services. PT Indosat Tbk was established by the Indonesian Government on November 20, 1967 and now part of Ooreedoo Group (Formerly Qtel Group).   Forum ICITY (formerly Ngobrol Bareng) launched 3 years ago and known as “Indonesian 1 st Crowdsolution Forum”. We utilizes Lithium platform to take Indosat customer experience to the next level. We empower our Community members to be powerful advocates for us. More than just awareness and advocacy, we were bond in the same passion, the joy of being part of Indosat Community.   On March 2015 ICITY has gained more than 20.000 members, more than 115.000 postings, over than 9 million pageviews and 2.500 questions that have received a resolution or answer in the community. These valuable answers have received 2. 431.002 views resulting in direct deflections and support cost savings.   Duta IM3 and Indosat Blackberry Community are former community members whom presence trigger others to join and participate on the forum discussion. Potential influencers that reach diverse segmentation, from youth to more mature audience.   Our marketing campaign   Welcoming Ramadan-holy fasting month for moslems worldwide- in Indonesia, on June 2014 Indosat launch “IM3 Play 24 Jam” Campaign which gave more benefits to customers such as free Calls and SMS for 24 Hours. To leverage community word of mouth toward this new service, we initiate Takjil24 program in 10 areas (smaller version of Indosat region).   The objectives are to empower Duta IM3-Indosat youth brand ambassador-on becoming powerful advocates also utilize Forum ICITY and social media to spread the stories. Beside online buzz, we gave more advantage to the surrounding communities through this program.   Date: July 19 2014 (simultaneously across Indonesia) Time: 5-5.24 PM (local time) Participant: Maximum 5 groups/Area (5 Duta IM3 per group)   To make it more fun, we launch missions for DUTA IM3 with Takjil24 as the 1 st assignment. Advocacy “IM3 Play 24 Campaign” is the main focus while distributing takjil (snacks for Muslims to break their fast) to the surrounding communities in their own creative ways. 5 best groups will get top up on their balance also shopping vouchers.   The participants needed to upload: Posts on ICITY, Sub Category Sahabat IM3 Tweets Youtube Videos (max 4 minutes) All using #IM3Play24Jam #Takjil24 #DutaIM3 #GroupName hashtags   Results of our campaign   The stories about our new “IM3 Play 24 Jam” product spread out widely 37 groups (185 DUTA IM3) all across Indonesia were joined 11,000 views on ICITY posts related to this mission 1,600,000 impressions on Twitter, 700.000 accounts reached 33,000 views on Youtube More coverage on local electronic and online media Videos: https://www.youtube.com/watch?t=45&v=DdAWRYNIJhA https://youtu.be/dIKI567PwhE https://youtu.be/r8NBon8HdlY