Entry Submitted by: Terry Starr (tstarr) Community Manager
Community: Tech Talk (techtalk.dice.com)
Lithy Categories: Best New Community
Community Launched: 18 January 2012
I think our Lithium Success team could speak volumes on why we should win. However, to keep it simple, after attending LiNC 2011 and seeing what was possible, Dice had a vision of where they wanted to be by 2012.
Dice's team had a vision for its tech forum.
Through perseverance, a lot of hard work and dedication, we were able to pull off an incredible transformation:
We completely redesigned and developed a new structure, including the introduction of Talent Communities which has been integrated across all of Dice.com
We changed the name to: Dice tech talk.
We added a number of new features such as Video, Contests, and Q&A (including Facebook) to name a few, to allow our tech audience to engage more deeply.
The structure was built around the suggested idea that "people interact by topic area, not by style of engagement." We took this advice from Lithium to heart when trying to integrate Q&A style into a discussion board forum.
We will continue to roll out new programs throughout 2012 and beyond.
A pictures worth a thousands words - and we're hoping that Lithium will review our 2011 community vs where we are today - need we say more?
A huge thanks goes out to all those who took on this monumental, but incredibly rewarding effort, particularly my wing-women, Clair Whitmer, Rachel Haskell-Weeks and my wing-men, Steve Butterbaugh, Mark Feffer, James Henry, Adam Fudala - and of course, Jon Wishart and the Lithium team!
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Company: Best Buy
Entry Submitted by: Gina Debogovich (gina) Community Manager
Community: Best Buy US, Best Buy Canada, Future Shop
Lithy Categories: Best Global Implementation
Best Buy is a multi-national retailer with operations across the United States, Canada, Europe, China and Mexico and customers around the world.
In addition to the Best Buy brand, the family of brands includes Best Buy Mobile, The Carphone Warehouse, CowBoom, Future Shop, Geek Squad, Magnolia, MindShift, Pacific Sales.
All these brands leverage social media as a means to connect with current and future customers to raise awareness of their brand, to gain insights and to support customers. From specific brand Forum boards and helpful blogs to engaging on Facebook, Twitter, YouTube, Yelp and Pinterest, social media connects with millions of customers.
To help support our global customers, Best Buy USA, Best Buy Canada and Future Shop all use the Lithium Technologies platform. Every year we help millions of customers and facilitate thousands of conversations in multiple languages (English and Spanish for Best Buy USA, and English and French for Best Buy Canada and Future Shop).
As e-commerce continues to increase, more customers will interact with brands online. We also align our blog content strategy with our other social support channels, promotional activity and product releases. For the past year, the global brands have been connecting on a monthly basis to help share out best practices for social and community management.
Our global brands help bring the knowledge from our employees, customers and superusers together on our social platforms.
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Entry Submitted by: Kerry Gulloch (KerryG) Community Manager
Community: BTCare Community Forums (bt.com/community)
Lithy Categories: Best SuperFan Story
Our superfans are transforming our business via the BTCare Community Forums. They have been instrumental in driving the growth of our community by contributing numerous solutions helping our customers, which deflects contacts from our traditional voice or email channels.
The reputation of our CLs to understand and resolve customer issues is second to none amongst their community peers (evident via the kudos and accepted solutions awarded), the mods (what they see day in day out) and other internal business stakeholders (positive feedback from product managers right up to our MD of Customer Service!).
They have been key advocates for us within the community and their desire to help us improve both the community itself and our products and services is evident in the insight they give us. They have allowed us the opportunity for some of our product teams to get closer than ever to the ‘voice of the customer’ in order to drive product improvements by attending event calls and web chats. Identifying changes we can make for the benefit of all our customers, resulting in tangible business benefits…more about that later.
Firstly, let me tell you how we got there…
Our superfan story began in November 2010 and has continued to grow and evolve since then. We think our superfans, or as we like to call them ‘Community Leaders’ are incredible. We wanted to recognise and thank some of the members who really stood out to us. Those members who embodied the ethos of our community as a positive, productive place for customers to help each other with their BT products and services. We wanted to formalise how we recognised these people and let the rest of the community know how great they were.
We did that by creating the CLP – 'Community Leader Programme'.
What is the CLP?
The CLP recognises members in the community who help other members in a positive way, they each have a ‘CL’ badge against their name, and have been announced as Community Leaders by the Community Manager. Over and above this we have given some additional privileges to our CLs such as access to a private forum board where they can interact with the Community Manager and moderator team.
We have regular conference calls or online discussions with them to discuss improvements to the community, and have also arranged for BT experts to share their knowledge with them on certain products, such as BT Vision. We have continued to evolve the programme over time, getting our CLs involved in specific product trials so we can use their feedback to improve products before full rollout, and more recently we held our first ever Community Meet Up which they were a key part of.
The Community Meet Up was an opportunity to meet our CLs face to face, cement the relationships we had built, and say thanks for the hours of help they put into our community. It also allowed us to have an open, honest forum with them to get their views on the community, our products and services and collaborate on ways we can improve things. We held this session at the BT Tower in London and also had lunch at the top of the tower as part of our way of saying thanks – the CLs were delighted to get the opportunity to visit the tower which is no longer open to the public. We had some exclusive new product demo’s and our MD of customer service also joined by video link to thank the CLs for their contribution to the community.
As a result of the meetup we refreshed our community homepage, made some board structure changes and fed back suggestions to improve the mobile community experience to the Lithium team. One further change was to introduce selective moderation privileges for our CLs at their request. They now have the ability to move posts, and use this to remove Spam and posts that are in the wrong boards. This has freed up moderator time and the number of abuse reports for spam have reduced dramatically as the CLs are picking them up and quarantining them quickly.
How else has it helped transform our business?
The knowledge and advice shared by our CLs has resolved a huge amount of customer problems within the community and this helps us deflect calls from our service channels. The advocacy that is driven by our CLs also helps give a balanced view of issues raised, which is a welcome voice in a support community like ours where the majority of posts are about problems. The CLs are often an objective voice of reason that other customers respond well to.
The CLs have also been invaluable to us when they have become involved in product testing or focus groups to share their views. Their feedback has helped shaped product improvements via early insight and drive further product development before a product goes live to our customer base.
For example, their comments about a change to one of our TV services was fed back to the product team who implemented an update as a result. The CLs were then invited to join the pilot version of the change to give further feedback before the update was rolled out to our customer base. A great example of their feedback making a difference to all our customers.
Here’s some feedback from one of the Programme Directors within our Customer Services function after a call we had with our CL’s:
“As an avid reader on our forums I know their benefit well for our products, but I was blown away last night on a call with our community leaders. I am so impressed that you guys have grown and nurtured people who just want to help our customers, its brilliant …. More people like this definitely make it easier to deal with BT and get quick answers…”
We also have some quite staggering statistics for contributions by the CL group, who:
Have contributed 18.7% of overall posts
Have authored 28% of all accepted solutions
Have received 35% of all ratings awarded
Have spent 1,038,734 minutes online in our community – almost 2 yrs solid between them and the community itself has only just had it's 2nd birthday!
More recently, the CLs have also set up on a video-calling service so they can contact each other and maintain connections and relationships via video. This is something I have also taken part in as Community Manager. The CLs have used this as a way to share more knowledge between themselves helping each other help more customers – the knock on effect of this additional knowledge sharing has a positive impact on our customers.
Finally, we also asked our CLs what they think of the programme and here’s what a couple of them had to say:
“I have enjoyed getting to know the fellow CL members better and getting good advice/information from them. I also like having a better method of communicating with yourself and the other mods again makes it a more friendly atmosphere.” – imjolly
“CL has been interesting, getting to know the small group of other CL's, mod team and Kerry. I enjoyed testing a product, and solving some functionality issues. CL is about service not status to me, and I find I get a lot out of being part of it and this community.” – AllanQuatermain
Their commitment, passion and energy for helping other members is astounding and we wouldn’t have such a successful community without them. We wanted to enter this award as another way of saying thanks to our CL guys – they’re great! 🙂
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Company: Rogers Communications
Entry Submitted by: Gina Mulic (ginamulic) Community Manager
Community: Rogers Community Forums (communityforums.rogers.com)
Lithy Categories: Best Social Customer Experience
Our Rogers Community Forums are still relatively new, having launched late in 2010, so much of our effort in 2011 was focused on building the community and promoting it internally.
To accelerate growth we used many cross-functional platforms. We put a note on our customers’ bills (which increased page views by more than 200%), ran banner ads on our Barker Channel (a promotional television channel for Rogers Cable customers).
We also added it to our Quick Start Menu (an interactive program guide for Rogers Cable customers), and pushed targeted SMS messages to customers’ mobile phones promoting the mobile enhancement we made to our community (which resulted in a click-through conversion rate of 2.6%).
We also incorporated badges driving to the community on our corporate blog and support pages. These combined efforts helped us to effectively double our user base over the third quarter of 2011.
With the community firmly established, we began to focus on the customer experience.
The community helped support our most successful device launch to date. With over 1,400 posts about the launch, we had many insights to share with the rest of the business to improve for next time. And it meant that, for the first time, customers could find answers they were looking for without calling in and possibly waiting on hold. Many customers were also able to answer each other’s questions.
To support the launch, we moved to a dedicated support model for the community, meaning in-house customer service representatives could address Rogers customers’ account-related questions via private message.
Our community is peer-to-peer so, as a way to engage more deeply with our customers, we launched a program called Rogers RevUp. This is a series of expert events held exclusively in the community where a product manager answers questions for a few hours or a full day. It gives customers unprecedented access to decision makers.
During our first RevUp, which was related to our Android product line-up, we saw registrations go up 42% over the daily average. The event was also well-attended by our key Android influencers, many of whom we’d been gathering feedback from over the last few years.
This was a nice way to give them real-time direct access to our product manager for Android-powered devices). Through events like RevUp and the community forums we are able to capture insights, share them internally and ultimately use this feedback to improve customer experience for Rogers customers.
On a weekly basis we create a “top five” report that is shared internally and we have created specific reporting for product teams at launch time. Employees are also invited to visit the community anytime to find out what’s being said about their own products or services. The result of this work is a more vibrant community that consistently generates answers to customer questions but more importantly, it’s a community the helps us improve our business.
---------- Rogers is a diversified Canadian communications and media company. We are Canada's largest provider of wireless voice and data communications services and one of Canada's leading providers of cable television, high speed internet and telephony services. Through Rogers Media we are engaged in radio and television broadcasting, televised shopping, sports entertainment, magazines and trade publications, and digital media. We are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and RCI.B) and on the New York Stock Exchange (NYSE: RCI).
For further information about the Rogers group of companies, please visit www.rogers.com.
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Entry Submitted by: Candace Sims (candace_sephora) Community Manager
Community: Sephora BeautyTalk (sephora.com/beautyadvice)
Lithy Categories: Best Social Customer Experience
We are convinced that Sephora has the best SuperFans on the planet, and also the most engaged.
They spend an average of 396 minutes online a month, and purchase 10x more than our average client! They also have created their own community and support system on BeautyTalk, outside of the usual chatter about beauty and makeup.
Aside from the wildly popular user-created traveling Sephora box program, they also offer each other support during troubling times, and give advice to each other on every subject from financial issues to favorite travel destinations.
That they feel so comfortable discussing so many different types of topics with each other is really a testament to how close the super users in our community are.
Our lounge boards are some of the most popular and active boards in the community, and every time one of our users hits a “hearts” (kudos) milestone in the community, our users throw them a (virtual) party!
It’s really fantastic to see our members rewarding each other and fostering a sense of accomplishment among each other in the community.
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