The key priority was to design, build and launch a new, mobile responsive Community platform that would enable customers to give and get support whenever and wherever they needed it.
Entry submitted by: Claire Thatcher (Head of Digital Care)
Community: The EE Community
Lithy category: Social Support Champion
EE, part of BT Group, is the largest and most advanced mobile communications company in the UK, delivering mobile and fixed communications services to consumers.
EE runs the UK's biggest and fastest mobile network, having pioneered the UK's first superfast 4G mobile service in October 2012 and was the first European operator to surpass 14 million 4G customers in December 2015. EE has more than 550 shops across the UK. EE's 4G coverage reaches three quarters of the UK geography. EE plans to extend 4G geographic coverage to 95% by 2020.
Brilliant and Personal Service
At EE we are focussed on giving our customers brilliant and personal service. In addition to having 4G in more places than any other UK network, we believe that our service is what really differentiates us in the market.
The original EE Community launched in October 2012 on the same day the EE brand launched with just one staff member - a single Community Manager, and for the first few years of its life was left to grow organically.
In 2016 we decided it was time to invest in our Community and Community team. Through research, appointment of a new, experienced Community Manager and attending events such as LiNC, we knew there was a big opportunity for EE to improve the service we give our customers through the EE Community.
EE Community Phase 1
EE Community Phase 1 kicked off at the beginning of 2016 with the focus of setting up the basics and enabling the newly established Community team with future-proofed tools to drive a helpful, personalised and engaging Community experience. The key priority was to design, build and launch a new, mobile responsive Community platform that would enable customers to give and get support whenever and wherever they needed it. The original EE Community wasn’t mobile friendly and we knew being able to access and navigate the EE Community on a mobile device would be the biggest single improvement we could make for our customers.
The EE Community re-launched on 20 July 2016 with a mobile responsive design and overnight we saw changes in how customers were interacting in the EE Community:
1. Mobile registrations increased by 91% YoY
2. Solution views increased 142% YoY. Putting mobile users at the forefront of EE’s responsive redesign resulted in a dramatic increase in solution views. In the new mobile-first design solutions are far more visible on mobile than they were previously, and visitors to the community find it easier to identify and view confirmed solutions for the questions they need answers to.
3. PTC savings (customers calling us) delivered an ROI within six months.
Changing the conversation
The second focus in our Community Service strategy was ‘changing the conversation’ to be more positive and helpful. Initiatives included:
Hired a EE Community Stars Manager to recruit, set standards and engage with our Stars.
Launched a Surprise & Delight programme, which rewards positive participation and contribution in the Community.
Set up quarterly Star events, with a mix of in-person social gatherings, business briefings and Q&As within the community.
Created an annual content calendar to promote key EE themes such as our network and support key campaigns and launches.
Revamped ‘Kudos’ to ‘Helpful’, encouraging members to contribute more useful and educational content.
Introduced a robust, transparent, ongoing archiving programme to ensure content is easily finable, and that Community sentiment isn’t adversely impacted by older or inaccurate conversations. As a young brand our community had collected a fair share of growing pains and like any community, archiving is needed to maintain a healthy, useful Community. Our archiving strategy balances the need to keep current, accurate content findable while still ensuring old conversations are available where needed.
Involved the community in user testing to drive business improvements and positive participation. In the lead up to the My EE app v4 launch we set up a user feedback group in Community where customers had the opportunity to trial the app by completing specific tasks and give feedback directly to the My EE app product manager. Comments from participants after the user testing completed included:
“Thanks again for the trial and the professional manner it has been conducted.“
“One of the best consumer trials I've been involved in!”
“Hope EE does more stuff like this in future.”
“It was great to see how the app developed over time. Looking forward to further updates in future.”
8. Most recently we have been engaging with Stars and customers to review EE’s latest products, such as the LG G6 Review Crew – where ten of our Stars are currently trialing the new LG G6 device and writing reviews on behalf of EE.
What our customers think of the changes
In November 2016 EE conducted social research via an online survey. 800 customers participated, with a mix of Community and non-Community users.
The results were positive and showed:
Customers exposed to EE social media are more likely to recommend EE, with the EE Community having the biggest impact on recommendation (NPS)
Community content is rated more positively than borrowed/paid social channels
68% customers surveyed love/like our content, and find it helpful, friendly and knowledgeable
People like that they can get digital support from real people and that they can get a quick response
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The result of driving our two community KPIs directly influences the overall monetary deflection savings of €4.4 million.
Company: F-Secure Corporation
Entry submitted by: Anna Blomstedt (Community & Content Manager)
Community: F-Secure Community
Lithy category: Support Savings Titan
For over three decades, F-Secure has driven innovations in cyber security, defending tens of thousands of companies and millions of people. With unsurpassed experience in endpoint protection as well as detection and response, F-Secure shields enterprises and consumers against everything from advanced cyber attacks and data breaches to widespread ransomware infections. Its products are sold in more than 100 countries and employs 1000 people in 25 countries.
Measuring monetary deflection savings
The main goal of the F-Secure community is to ensure our customer’s self-help success and reduce customer care costs through call deflection.
1. We can reach our goals, but are they right ones?
Many people prefer the feeling of accomplishment through self-help over picking up the phone and admitting that they don’t know how to do something. At F-Secure, we wanted to offer that self-help success to our customers while improving our bottom line.
Through our newly responsive community forums, rich knowledge base section, and API feed to our public web, we have done just that. But how to measure its success?
We were following the typical engagement metrics but were still confused about how to measure ROI. There are a lot of formulas out there, a lot of metrics available, but what is most accurate? What will our executives think? Are the numbers too high? Too low? To answers these questions, we took an analytics deep-dive.
2. A brand new formula.
With help from our friends at Lithium, we learned we needed to stop using unique visitors as the base for our community cost savings formula. Whether or not these visitors found a resolution is guess work. What if we used solution views instead? Better yet, what if we used solution views and then asked our customers if that solution was helpful.
So we turned on Value Analytics, started surveying our customers, and new deflection savings formula was born.
3. Not only do WE know our numbers are accurate now but our top management does too.
We continue to measure our engagement metrics but what we report to top management are a few specific KPIs:
Deflection savings formula
Via the Value Analytics survey, we ask customers if they purchased a product as a direct result of visiting the community. Using analytics, we can calculate the monetary revenue contribution.
Forum solution views & Knowledge base resolution rate
The result of driving theses two community KPIs directly influences the overall monetary deflection savings.
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Our "Real Stories" video series created an opportunity for others to share their own stories and show support for Covered California and validate the importance of having health insurance.
Company: Covered California
Entry submitted by: Amanda Danley (Senior Marketing Specialist)
Facebook (English): https://www.facebook.com/CoveredCA/
Twitter (English): https://twitter.com/CoveredCA
Instagram (English + Spanish): https://www.instagram.com/coveredca/
Facebook (Spanish): https://www.facebook.com/CoveredCAEspanol/
Twitter (Spanish): https://twitter.com/CoveredCA_es
Lithy category: Social Marketing Champion
Covered California is the state-based health insurance exchange under the Patient Protection and Affordable Care Act (ACA) where Californians can get brand-name health coverage. It’s the only place to get federal premium assistance to help lower the cost of having health insurance.
Significant political events – with potential implications for Covered California – took place this past fall and winter during the most recent Open Enrollment (OE) period. These events raised consumer questions about the future of the Affordable Care Act and Covered California. This took the form of passionate, supportive messages from those who have benefited from having coverage, as well as messages from those opposed to it.
In early January 2017, Covered California met with several consumers who had reached out to us on social media to share their powerful, personal stories. These conversations led to the creation of three “Real Stories” videos, where each consumer shared how health coverage through Covered California positively impacted or even saved their life. These videos were quickly produced to be posted online before the OE deadline on January 31. With a small budget and only six days to promote, the videos were posted on Facebook and received an overwhelming level of engagement.
The videos can be seen here:
Goal, Strategy and Tactics
The goal of the videos was to highlight the life-saving and potential financial impact of having health coverage, regardless of any concerns over the future of Covered California. The strategy of posting the “Real Stories” videos on social media was to increase engagement of the page and promote the importance of coverage in the final days of the OE period. Utilizing Lithium Social Media Management (SMM) for Marketing, the campaign was tactically implemented by posting the videos on Facebook to reach our 230,000 fans, as well as lookalike users who share similar interests. For the campaign to be deemed a success, the Social Team set the goal for the engagement rate of the posts to be comparable to other promoted videos of approximately 3%.
The “Real Stories” videos received a tremendous amount of support from Californians who were concerned about the future of the ACA. SMM for Service was critical to manage the influx of personal stories that were received due to the video posts on Facebook. These comments added to the other messages received regarding the OE deadline.
The “Real Stories” series resulted in some of the highest levels of engagement Covered California social channels have ever received. Overall, the videos reached more than 1.4 million Californians in the six days they were promoted, attracting 4,370 post reactions (likes), 476 comments, and 923 shares. There were more than 332,000 video views (3 seconds or longer) and the average engagement rate was 24% - significantly higher than the 3% goal. The cost per engagement was very low, at $0.04. Additionally, the videos were responsible for adding 337 new Facebook fans.
Perhaps the greatest engagement on these videos came in the form of user comments – shared stories from other CoveredCA members. The video series created an opportunity for others to share their own stories and show support for Covered California and validate the importance of having health insurance.
We received many personal stories from of our members highlighting how much they valued the organization and their coverage. These stories provided an opportunity for us to connect with these users to learn more about their experiences, and potentially create additional video stories in the future. Nothing is more powerful than genuine, compelling, emotional stories – and we received many in a short period, at a critical moment – the deadline to enroll in health coverage.
Examples of comments received:
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