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#LavaCon
Online Customer Service Marketing:
A Content Strategy Love AffairKirsten Gantenbein
Nikoletta Vecsei@nikschen @kirstengant
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Start with a joke they said…
#LavaCon@nikschen @kirstengant
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Our Story
#LavaCon@nikschen @kirstengant
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EMC Isilon
#LavaCon@nikschen
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Why we came together
#LavaCon@nikschen
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• Content collaboration efforts between marketing (pre-sales) and technical (post-sales) departments
• How marketing strategies can help solve challenges with technical content curation and distribution
• A social media case study with results to inspire others • Insight into social customer service as a new content platform
What we will talk about today
#LavaCon@nikschen
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Social media is changing the way we engage with content
#LavaCon@nikschen
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Social marketing
8#LavaCon@nikschen
Marketing owns all new communications channels
Social media platforms are standard communication channel by today’s expectations
• Time to pass on best practices to other communications teams
• That’s how we met (ECN – newest engagement platform for EMC Isilon)
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History of communities
9#LavaCon@nikschen
Internet BBS UseNet IRC Forums Blogs Social and Communities
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Reasons for alignment with social media
Broad range of audience
Social, forums, quick and intense
discussions
Transparency = marketing is forced to
be more realistic
Sales and communication platform changes from paper
to digital
#LavaCon@nikschen
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Don’t shy away from the dirty work
#LavaCon@nikschen
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• New customer community • Help customers throughout the
product/service lifecycle, not just until you buy
• Bridging gaps between marketing/sales promises and day-to-day experience
Why join forces?
#LavaCon@kirstengant
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Demonstrate empathy for our customers
#LavaCon@kirstengant
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Risks?
#LavaCon@kirstengant
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The difference between…Pre-Sales Content Post-Sales Content
#LavaCon@kirstengant
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The difference between…
#LavaCon@kirstengant
Post-Sales ContentPre-Sales Content
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How do we get the right type of content on the community?
#LavaCon@kirstengant
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Align documentation
with social mediaProduct documentation platform changes from paper to digital
Broad range of devices
Social, forums, quick and intense
discussions
Transparency = consistent
communication about good and bad
#LavaCon@kirstengant
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Technology has spoiled us
#LavaCon@kirstengant
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I want to read this on my
commute.
I want content that only relates
to me.
I want content written by
people I know and trust.
Why is this not
rendering on my phone?
@kirstengant
Where the @&%$ is this help topic?
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What happens if customers can’t find help content?
#LavaCon@kirstengant
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How do we get the right content onto the community?
#LavaCon@kirstengant
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PDFs are dying
Not device friendly
Not SEO friendly
Hard to update
#LavaCon@kirstengant
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Content strategy can lead the way
#LavaCon@kirstengant
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“…the #1 thing I can recommend is to ask tough questions about content, over and over…Change the conversation not by telling, but by asking.”
-Kristina Halvorson, CEO and founder of Brain TrafficInterview excerpt from CreativeBloq, Feb 17, 2015
Content strategy can lead the way
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How do we get the right content onto the community?
What device do they prefer for
social and community?
What type of content do
they want on social media?
What topics do they want to read about?
Will our authoring and publishing
tools support the community
format?
Devices Customers Content types Publishing workflows
#LavaCon
Who are they?
@kirstengant
What do they
expect?
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Use Cases: Helping people find useful technical content
27#LavaCon@Kirstengant
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Challenges
28#LavaCon@kirstengant
• EMC has multiple platforms that feature support content
• Platforms have different authentication requirements
• Mix of content types• Limited customer feedback • Limited document usage
insights
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• Who are our users?• What do they want?• What social media channels and devices do they
use?
Content strategy questions
29#LavaCon@kirstengant
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User Research:• Personas• Polls/surveys• Identify top advocates (1% of community users) and email
them• Talk to them at live events @EMCWorld• “Ask the Expert” discussions on social media• Foster relationships for direct feedback
Who are our users?
30#LavaCon@kirstengant
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What do the users want?
31#LavaCon@kirstengant
Topics to focus on
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What social media channels and devices do they use?
32#LavaCon@kirstengant
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“Hacker how-to” case study• Surveys• Two campaigns
• Campaign 1 = different content types and many topics• Campaign 2 = different content types about one topic
Goals• New curation ideas• Repeatable cycle
33#LavaCon@kirstengant
Redistributing content on social media
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• 4-6 week campaigns• 1 tweet per week
• Featured 1 piece of content type per tweet• Special hashtags (ie: #HackerHowTo)• Engagements = retweet, favorites, or replies
#HackerHowTo method
#LavaCon@kirstengant
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#HackerHowTo resultsTop performing content types:
• Community discussions• Technical blog articles
5.3
AVERAGE ENGAGEMENT
PER TWEET
250%
AVERAGE ENGAGEMENT PER TWEET INCREASED
BY
#LavaCon@kirstengant
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Community “Info Hubs”• No login required to view
content• Index for content types
and topics• Link to support content
across many platforms• Comment and feedback
forms• Continuous updates
Curating topic-based content on the community
#LavaCon@kirstengant
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37#LavaCon@kirstengant
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On the right track: EMC Isilon Uptime Bulletin
InfoHub –
Issue 1 (PDF) –
#LavaCon@kirstengant
111 views
8,901 views
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Evolution of social content strategy
Social Media Marketing Social Re-Distribution Owned Social Channels (e.g., Communities)
Integrated Social Customer Service
#LavaCon@nikschen
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• Fast• Searchable• Build customer relationships• When people feel powerless, they
take it public
Why communities for customer support?
#LavaCon@nikschen
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• Customers who are social media savvy
• EMC sales and solution architects
Social target audience
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Missed support tweetsInclude “isilon,” “#isilon,” or “onefs”
Complaints 8Positive feedback/shout-outs
9
Documentation/Community sharing
9
Inquires 3
#LavaCon@nikschen
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• Defined social customer service (CS) program based on industry best practices
• Selected social savvy customer support engineers (volunteers)
• Chat and social media savviness were required•Phase 1: 3 support engineers based on their expertise •10+ hours of training
• Community management• No question left behind (reactive social CS)• High value content (proactive social CS)• Social media best practices
Scoping a social customer program
#LavaCon@nikschen
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Results of social CS phase I
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47% increase in daily creates
36% increase in daily page views
Depth of conversation#LavaCon@nikschen
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World domination won’t come in ONE night
#LavaCon@nikschen @kirstengant
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Nikoletta VecseiConnect with me about:• Social media and community management• Email marketing• Ecommerce
About the speakers
Kirsten GantenbeinConnect with me about: • Content strategy• UX• Product documentation
@nikschen
@kirstengant
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Are you joining us for coffee?
#LavaCon@nikschen @KirstenGant