Entry submitted by: Shelley Sessoms (Online Community Manager)
Community: SAS Support Communities
Lithy category: Marketing Champion (2 of 2 entries)
SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.
Our Unique Promotion
We launched external and internal Super User programs to give a recognition and commitment boost to super active community members. These programs publicly honored our strongest members for their outstanding contributions and gave them tools to expand their community leadership so they can get more out of their community experience – and help the community as a whole.
External SAS Super Users felt special because they:
Internal SAS Super FREQs (FREQ is a name of a commonly used SAS procedure) received:
Our Promotional Strategy and Tactics
We identified our first pool of super members by analyzing community activity from Lithium bulk data. We decided to appoint a new group of Super Users/FREQS every six months and that “alumni” members will be awarded an Emeritus status and special badge. Example for Super Users:
We then defined program parameters like:
Promotional tactics include:
Expanded community management coverage
Using bulk data from Lithium, we saw that Super Users acted on new privileges like topic moves. From Feb. 1 – March 27, Super Users moved 92 topics to appropriate boards while the community management team moved 35. What’s more, these moves occurred at all hours of the day/night due to the global scope of our Super Users. In effect, the Super User program allowed for 24/7 community moderation; our Super Users became an extension of the SAS communities team.
Our Super Users increased their participation in the communities, as well. Analyzing the 60 days prior to the inception of the Super User program with the 60 days post-program launch we saw:
Super User social sharing of program perks
In one instance, a Super User shared a piece of Super User swag through a creative social update. The swag installment sent to Super Users was a pen made out of reclaimed wood from an old SAS building on campus headquarters. The package included an article about the building’s history and a note from SAS Co-founder and CEO Jim Goodnight. One of the Super Users tweeted about the pen, thanking Dr. Goodnight publicly for the gift.
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