In his recent webcast, Lithium’s VP of Social Strategy, Dave Evans (@DaveEv), took a look at Total Community through the lens of applicable business cases. The webcast kicked off with a breakdown of Total Community’s components, Klout, Lithium Social Intelligence, and Lithium Social Web, and how to use them to engage customers, syndicate data, and attract experts to create superior customer experiences.
According to Dave, a complete customer experience platform combines listening, response, and customer relationship management to provide a single, cohesive view of that customer. A fully integrated experience management platform encourages traffic flow from off-domain sources—the brand outposts and independent social applications—to on-domain, where you are building your own customer programs.
However, many companies are lacking a scalable, robust method to connect and engage the experts and the knowledge they command with the high-valued customers who need it. The opportunity for customer support and expert involvement extends beyond care and marketing. Using the same core technology, your organization can tap into conversations associated with the sales process well in advance on an actual sale, at that critical point where consideration is still in play and choices are still being vetted.
Knowing this, how do you tap your Total Community?
Syndicate actionable business intelligence
Use monitor walls to share
Build a total community roadmap
Want more insights?
You can view the webcast on-demand-- we’re making it available right here in the community. Check it out to hear Dave’s best practices, real business examples, and personal insights.
The conversation continues…
While webcasts allow for real-time Q&A, in the spirit of Total Community, we’d like to extend the opportunity for more questions. Dave, along with other experts and influencers, is here to answer any follow-up questions you might have. So, please join the conversation by asking your question in the comments section below.
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Gamification is hard. A lot of gamification efforts fail due to poor program design. That's why it's been an up and down journey for gamification - it hasn't always lived up to its promise, whether due to cynicism or displacement by other technologies.
While it now seems to be just another tool for digital marketers and table stakes for most mobile apps, it continues to provide substantial, long-term, value for communities that get it right. And getting it right means asking the right questions, which is exactly what James Butler, of Vodafone and Lithium's Xavier Jimenez (@XavierJ) did during our recent Gamification webcast. They also delivered some great answers; like how in a matter of months Vodofone was able to use gamification to nurture two super-users, who quickly provided more value to the community than the cost of the gamification module itself.
So, what are the 5 strategies for sustaining engagement? You can find out by viewing the webcast on-demand below and you can download a PDF version of slides too. See what I did there? I used motivation and reward to drive behavior. BOOM!
If you have any questions for James, Xavier or your community peers, please ask them here and join the conversation. I'll get us started with a question that was asked, but not answered on the webcast: What specific metrics should brands track to better understand their gamification efforts?
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We hope you can join us on November 18 th for our webcast on gamification strategies for community, featuring Vodafone’s Digital Product Manager, James Butler and Lithium’s Sr. Director of Social Strategy, Xavier Jimenez (@XavierJ), where they go deeper into some of the content they shared at LiNC ’15.
As you may know, “back in the day,” Lithium was founded by a group of professional gamers, which give us a certain street cred, though what really sets us apart is the 10+ years of data we have to support our community gamification strategies. It's more than just theory, it's science.
Click To Tweet : #Gamification is back in vogue! Find out why: http://bit.ly/1kca4Vt @LithiumTech
Gamification has been an industry buzzword for years, going from technology darling to disillusionment and back again. The trend line below indicates it's now headed up the Slope of Enlightenment, which looks pretty good for the early adopters, though not so much for laggards.
While many of us understand how tools like leaderboards, badges, rank, and reputation motivate community behaviors, it's sometimes less apparent how they actually drive business outcomes and support value creation.
Fortunately, that’s the goal of this webcast – to demonstrate how to choose the right tools and gamification strategies that motivate long-term behavior changes, leading to real business value you can manage and measure.
Click To Tweet : Take a deep dive into #gamification strategies for community w/@VodafoneUK & @LithiumTech. RSVP for the 11/18 webcast!http://bit.ly/1kd0EsE
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There’s not much that I can contribute to the unfathomable depth of Michael Wu’s ( @MikeW) knowledge of social data, which is why it’s best to allow Michael to speak for himself. So, here's a replay of his recent webcast:
I can highlight a few things that I gleaned from his webcast: Transforming your digital customers-beyond engagement. There’s a lot of detail, but here are some topline takeaways:
Businesses have traditionally operated under the two gears model: 1. Acquire customers. 2. Monetize that customer. This worked well until a new wave of technology disrupted them – social media.
Companies that try to bring the same two-gear model to social, discover that approach is neither scalable nor sustainable because digital acquisition is different due to short and shifting customer attention– you don’t keep what you acquire and reacquisition is costly.
This is where the four gears model developed by Geoffrey Moore comes into play because, in order to have a sustainable business model in the social era, we need two more gears – Enlist & Engage.
Engagement allows you to keep people’s attention longer and sustain monetization. Enlistment is for scaling - leveraging your customers to do things typically done by the your employees. By the way, consumers trust other consumers more than they trust brands.
Enlistment and Engagement are two ends of a spectrum. Engagement isn’t just one thing, it’s many different customer activities – from consuming, to sharing, to curating, to creating and finally to co-creation. Meaning you need to enlist your customers beyond mere engagement.
When a customer is co-creating with you, they are definitely enlisted. But enlistment really starts when they are sharing your content with their friends. Because when they share they are helping spread your content, which would normally be done by your marketing teams. So sharing is really light enlistment.
You should think of enlistment as the deepest form of engagement and engagement as a very shallow form of enlistment. To enlist a customer means you engage them so deeply that they become willing to do work for you that are normally done by your employees.
When you have all four gears – acquire, engage, enlist & monetize - spinning, you have a positive feedback loop that sustains itself when done right.
To see some great examples of what enlistment can do and to delve deeper into the four gears, have a look at the webcast replay. To learn more about the Science of Social2 dive into Michael’s blog or read his books.
And, don't forget to join us for our next webcast on November 18th: Gamification Strategies for better customer engagment.
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Join us for our upcoming webcast, "Transforming Your Digital Customers - Beyond Engagement," with Lithium’s Chief Scientist Dr. Michael Wu (@MikeW)!
"Conversations happen on social media but people still just approach it by acquiring and then monetizing. Digital acquisition is strange, you can’t keep what you acquire." – Dr. Wu
Although brands today recognize the need to engage, and many are starting to get the hang of social media engagement, few of them understand the need to engage to sustain monetization. They need to fully embrace the power of enlistment-- the most critical component of a positive feedback loop that helps brands scale and sustain their social efforts. Without a sustainable enlistment strategy, brands are not realizing the full potential of social media.
In this session, Lithium’s Chief Scientist, Michael Wu Ph.D will:
Highlight the similarities and differences between engaging and enlisting customers.
Demonstrate the value and ROI of customer enlistment.
Provide a model for you to understand the power of enlistment that you can use to transform your digital customers—beyond engagement.
We’re back- by popular demand- with a registration contest!
The 100 th registrant wins:
Dr. Wu’s famous glasses and cap! Dr. Wu is well-known not only for his brilliance in the field of data science, but also for his signature ensemble, the 'Wu' glasses and Kangol cap. In the spirit of living the full 'Wu experience,' the lucky 100th person to register will win a set of Dr. Wu's signature items.
Dr. Wu's fans in costume at LiNC'15
Our 200th registrant will win a Boombotix Boombot REX Wireless Ultraportable Weatherproof Bluetooth Speaker for iPods, Smartphones, Tablets, and Laptops.
Winners will be announced live during the webcast, so be sure to attend for your chance to claim your prize!
And check out Dr. Wu's latest blog, Gamification Tenet #4: You Must Change Faster Than Your Players!
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