extended version: content potluck: bring everyone to the community table
TRANSCRIPT
Content Potluck:
Bringing Everyone to the
Community Table
Laurel Nicholes — Director, Tech Comms Services, F5 Networks
Niki Vecsei Harrold — Director, Community Strategy, TransAmerica
Agenda 1. A little history...
2. Community Maturity
3. Problem to solve
4. Content Potluck, defined
5. Find your Champions
6. Gains for you and your audience
7. Success Stories
A little history...
Internet BBS UseNet IRC Forums Blogs Social &Community
Maturity of
CommunityAdvocacyDrives Marketing
effectiveness
•Product Seeding
•Content Creation
•Sharing
FeedbackDrives innovation, product
quality and financials
•Ideation
•Product Testing / Customer Experience
•Community Building
SupportImproves customerexperience; reduces
cost of support
•Question and Answer
•Search Results
•Collaborative Help
E
V
O
L
U
T
I
O
N
Problem to solve...
51% of companies
surveyed
do not ensure
consistent content
across channels.
Why?...
• No unified content strategy
(42%)
• Tool chains don’t connect
(41%)
• Manual terminology
management
(71%)
Co
nte
nt
Po
tlu
ck
● Interlock between siloed teams
● Mine your own content
● Enterprise-wide content ideas
● Content managed from a centralized location
● No one can hide!
● Social Media promotion
Results?
● A rich assortment of
content
● Support for different
information foraging
styles
●Unified team and
strategy
●Diverse content types
Solve
the
Problem
A single forum can address:
● Unified Content Strategy○ Common content goals ○ Audience identification
techniques
● Disconnected Tools○ The current state ○ A roadmap forward○ Build enterprise solutions
together
● Terminology
○ Collaborative term definitions○ Terminology compliance
automation
Find your Champions
● Inventory current content owners
● Identify groups that have rich
insights
○ Who is passionate about
customer experience?
● Identify barriers to entry
A list to get you started
TraditionalContent Developers
● Digital & Product Marketing
● Information Development
● Training
● Knowledge Base Authors
Broaden the Scope
● Customer Service
● Sales Engineers
● Evangelists
● Professional Services
● Engineers
● No slides!
● Discuss:○ Projects in flight.
○ SR themes
● Build an editorial
calendar.
● Identify gaps and
solutions.
POP:Potluck
Operating
Principles
Inte
rlo
ck A
ge
nd
a
• Set specific goals
• Track attendance
• Share and engage in real time
• Assign action items
PO
LLHow do you track content projects today?
A. Editorial CalendarB. SpreadsheetC. SmartSheet or other cloud collaboration toolD. Other toolsE. We don’t track content projects.
Editorial
Calendar
● Color coded by
content type
● Assigned to owners
● Hard delivery date
with reminders
Ch
am
pio
n
En
gag
em
en
t • MBO’d & Recognition
• Badges
• User Meetups
• Super User programs
• AMA sessions
• Tweet Chat
• Facebook Live
• Blogs
Use
All t
he
Co
nte
ntNow What?
Syndicate your content for better exposure:
● Social Media
● Communities
● Webcasts/ Webinars
● Customer Meetings
● Channel/ Partner marketing
● Intranet/ Internal Wiki
Ga
ins f
or
cu
sto
me
rs:
● Real world, trusted content
● Diverse points of view
● Networking and career growth
● Rich variety of content types
● Platform to co-create
● Caveat: clearly mark corporate content
PO
LLHow do you gather feedback today?
A. SurveysB. Ask Me Anything DiscussionsC. Community or Social MediaD. Customer UX ResearchE. None of the above
Ga
ins f
or
yo
u:
● Grow content audience, community membership.
● Real-time feedback
○ Sentiment analysis
○ Gap and depth analysis
● Avoid duplication, build consistency
● Content investment ROI
What to
Measure?● Unique views
● Time on page
● Video views
● Most liked (Kudoed) content or author
● Traffic referral source
Wh
at
to m
easu
re:
Co
nte
nt
Wh
at
to m
ea
su
re:
Co
mm
un
ity
● Repeat vs. new visitors
● Traffic pattern within the community
● Depth of conversation threads
● Questions resolved by peers or SME’s
● Time to resolution
Success Metrics
• Uptime Bulletin (pdf) to HTML: 111 views to 8,901 views
• Marketing video: 50 views vs. SME blog post: 10,005 views
• Social Media Sharing: 250% growth in engagement (raising 5.3x per post)
• AMA thread on average 4,053 views vs. regular pages ~2256 views (~80% growth)
Best Practices for a Potluck
• Keep Champions engaged
• Keep the meeting periodical
• Share feedback on success and failure with the Interlock Group
• Identify rewards for participating
Thank you for your attention!
Nikoletta Vecsei HarroldDirector Communities Strategy,
Transamerica@Nikschen
https://www.linkedin.com/in/nikolettavecsei
Laurel NicholesDirector, Tech Comms Services,
F5 Networks@LaurelNicholes
https://www.linkedin.com/in/laurelnicholes