Product Help as THE Foundation for SCRM | SugarCon 2011
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Product Help as the foundation for Social CRM @roebot that’s me on Twitter; pssst…you should follow me.
description
Social Help Centers, or product help communities, are used by some of the world's largest brands to increase revenues. These provide a foundation for Social Customer Relationship Management (SCRM) and help to create new customers, power personalized marketing and sales, extract social intelligence, up-sell/cross-sell, and drive down support costs.So why do you start with your product help? Product help is the #1 place your prospects and current customers are investigating before making a purchasing decision and ramping up their projects. So how does that tie into Social CRM? Social CRM isn't just about integrating with social tools like Facebook and Twitter - it's bigger than that. Social CRM is about tieing in social tools like Facebook and Twitter PLUS understanding user and prospect motivations, behavior, perhaps even adding a co-creation layer (think wiki-like experience), and escalating feedback mechanisms. Think about it - you're giving your users pride of ownership, engaging content, a democratization of information. Now you're starting to build a community. OK great. But we're in the business to make money, right? So what if we applied a CRM layer on top of this community? Ah ha! Now this is how we increase our bottom line.Attend this thought-provoking session and see how multi-billion dollar companies, like Autodesk, HP Palm, and Intuit are leveraging the power of their product and help docs.Presented by Aaron Fulkerson, CEO, Mindtouch, at SugarCon 2011
Transcript of Product Help as THE Foundation for SCRM | SugarCon 2011
Product Help as the foundation for Social CRM
@roebot that’s me on Twitter; pssst…you should follow me.
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Product Help
• Should be as exceptional as marketing materials
• Product help and docs are a part of due diligence
• Two reasons customers return to website
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help 1.0
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help 2.0
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MindTouch makes the world's most respected social knowledge base. We power purpose-built help 2.0 communities that connect companies with their customers.
Millions use our software every day.
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Help 2.0 Bridges Traditional Tools with Social and Analytics
Desktop Authoringand Traditional Support Tools
People and Social Tools
Analytics
Providing a bridge for social/community capabilities and analytics
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The Help 2.0 Revolution Will Be Documented, Socially.
• Buyers expect it• Customers demand it• Lower support costs
o Ticket deflection, call time
• Improve quality of support• Actionable insights
o Customers and users o Help effectivenesso Product, Marketing, Sales
o Personalization
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TWO Reasons 90% of customers visit a vendors’ website
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1. Because they don’t know how to use your product(s)
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• Subtitle for F1 section to start
F12. Become kick butt Experts
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Personalization
• Support
• Marketing
• Sales
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Social KB Article
• Wiki style collaborative authoring
• Moderation and workflows
• Adaptive search
• Just-in-time content and social stats
• Curation Analytics
• Rich media support
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Social KB Article
• A ladder of participation
• Community scoring and feedback
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Machine Translation • Co-authoring
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Social Impacts All Markets
• Reinvigorating tired and even declining markets
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F1
Forums
Support ticketing
Other web properties
Existing community
tools
Contextual In product
help
Social Knowledge base
and
Contextual help
One definitive source—used everywhere
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Code name: F1
• An embed away
• Button (or page fold)
• Stylized hyperlink
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Code name: F1
• Contextual social help
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Code name: F1
• Quora X Digg
• I have a question, or answer
• I know where there is relevant content on this topic
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F1
• Community based• Updated real time• Contextual Help
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Code name: F1
• Content recommendation
• Based on behavior
• Based on social insights
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Badging
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Questing
3 Community Principles
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Ladder of participation Provide a ladder of participation
Ease and encourage participation
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Layer
• Loosely coupled
• Less risk
• Better experience
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Context
• Minimize context switches
• Provide context (to customers, sales, marketing, support)
Product Help as the foundation for Social CRM
@roebot that’s me on Twitter. Pssst…you should follow me.
