Tapping the Value in Enterprise Communities

Moderated by:
Natalie Petouhoff (Ex Forrester Research)
Panelists:
John Belanger (Yahoo! Inc.), Jaeme Laczkowski (LeapFrog Enterprises, Inc.), Keith Redfield (Juniper Networks), Lois Townsend (Hewlett Packard Consumer Support)
Focus on Enterprise
Location: 2009 Level:
Average rating: ****.
(4.30, 10 ratings)

Measuring the impact of enterprise Web 2.0 and social media for many companies has long been defined and limited by what is easy to measure, not by what is most valuable: the number of customers registered, upticks in web traffic or the number of posts in a discussion board. This method is good for a quick, one-dimensional view of a Web 2.0 program, but in no way does this provide a company with the insight to understand the impact of customer interactions or how to meet real customer service and support needs with their online initiatives.

This panel discussion will demonstrate how these communities will grow and lead to strong engagement with your customers as well as unveil the analytics that allow companies to align customer communities to measurable business goals.

Photo of Natalie Petouhoff

Natalie Petouhoff

Ex Forrester Research

Dr. Natalie was a Social Media and Web 2.0 Analyst at Forrester Research. Her focus was on creating customer-facing strategies that incorporate traditional CRM and Customer Service interactions with social media and enterprise 2.0 capabilities to truly create organizations that are based collaborativeness, open, honest and authentic communications that increase transparency and trust.

Natalie’s newest research is on The ROI of Of Social Media. In this research, the unexpected and surprising finding was that social media is a very effective business transformation tool. When deployed properly, it is one of the most effective organizational transformation tools ever. It easily garners CxO support, alignment among generally desparate silo’d departments and a true commitment to doing things right.

The premise of the research looks at the issues of the early applications of social media to applications like listening platforms and the subsequent ability to do things like monitor customer sentiment. These early applications did not always show the direct, bottom-line financial correlation the business world was looking for to fully adopt social media as a serious business tool, even though those in the social media world could clearly see its business value.

Apply social media and web 2.0 to something like… Customer Service. Customer Service, regardless of industry is awful. Customers are sick of poor service and showing their dissatisfaction by not only posting their discontent on the internet, now reaching thousands and millions of other customers, but they are also choosing to vote with their feet and pocketbooks/wallets.

The reaction of customers to poor service presents critical business issues that can no longer be ignored, especially in an economic downturn where companies can not afford to loose even one customer.

The research shows how the application of social media to an enterprise issues provides not only a large ROI for customer service but its ROI may be the tipping point for business to exponentially adopt social media.

Photo of John Belanger

John Belanger

Yahoo! Inc.

John brings 15 years of online experience design, high-level user quality management, business analysis, and enterprise information architecture experience to his role as Senior Business Architect for Yahoo!’s new Customer Advocacy group. He seeks to create a holistic framework of customer experiences, the Yahoo! brand promise, and core business operations to create an end-to-end Yahoo! services architecture. Though he often uses the term “social business”, he secretly believes that “social” is the current label for the ever-growing technological transparency in massively complex, semantically-oriented, user-centered services design.

From 1996 to 1999 John developed systems and processes for both Apple’s Customer Quality Feedback and Integration Quality groups, providing in-depth user-level quality feedback for all Apple products. From 1999 to 2007 he led the Experience Framework Architecture at Nortel Networks, leading online experience, technical development, and mergers & acquisition integrations for the front office. Prior to joining Yahoo! in 2010, John was the Director of User Experience at Symantec Corporations where he founded and led the Business Architecture Council whose main objectives were operational transformation through a multidisciplinary approach featuring anthropology, business process improvement, and services portfolio management.

Photo of Jaeme Laczkowski

Jaeme Laczkowski

LeapFrog Enterprises, Inc.

A seasoned communications professional who has quickly embraced and pioneered social media best practices, Jaeme Laczkowski in 2008 firmly ushered LeapFrog into the online space, building both a Parents Community and Facebook channel from the ground up. In 2009, membership in LeapFrog’s social channels increased by more than 600 per cent, due to Jaeme’s strategic development initiatives and low-cost engagement practices. More than ten years spent in public relations, crisis and corporate communications, and brand positioning, for clients such as Horizon Organic, Mattel Interactive, and Intuit have informed Jaeme’s ability to tightly integrate social media outreach with traditional marketing and CRM, for highly leveraged campaigns company-wide.

Photo of Keith Redfield

Keith Redfield

Juniper Networks

Keith Redfield joined Juniper Networks in 2005 as the Director of eSupport and Global Support Technology and has over 25 years in the high tech industry including over 15 years designing and implementing assisted and self service strategies for complex network and telecommunications products. Keith is responsible for customer self-service and collaborative-service initiatives and the infrastructure supporting Juniper’s award-winning global support operations. Keith has previous experience across a wide range of the technology industry – from a “garage” startup to one of the largest companies in the industry.

Photo of Lois Townsend

Lois Townsend

Hewlett Packard Consumer Support

Lois Townsend manages the Social Media Strategy team for HP’s consumer support global operations. A 25 year HP veteran, Lois focused on using the web to deliver support for the last 10 years. Today, her team sets the strategy and delivers social media capabilities to millions of HP consumer customers. She says, “Social media empowers our customers, lets them tap into the expertise and knowledge of the ‘virtual HP community,’ and gives HP the chance to hear directly from customers, everyday.”

One of her recent achievements was leading the team that launched the HP Consumer Support Forum in November 2008. Since its inception the Forum has broken all known benchmarks and exceeds the forecasted usage by more than 50 percent. After the original English site launch, it has been deployed globally in six additional languages: English, French, German, Korean, Portuguese, Simplified Chinese, and Spanish.

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Comments

Scott Lum
05/06/2010 7:05am PDT

Great panel, great content. Not a big fan of the panel format but this session was excellent.

Picture of Michael Boor
Michael Boor
05/05/2010 10:40pm PDT

Superb session for anyone here, regardless of their role. Could have used a bit more structure but I’m glad Dr. Petouhoff gave the speakers room and I’m glad the session butted up against the following session. Thanks, this topic will have great application at my job and generated many ideas.

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