TomTom Discussionsa story of real business results

Kenneth Refsgaard

Team Lead Online Support and Community Manager

WORLD LEADER IN LOCATION AND

NAVIGATIONPRODUCTS

AND SERVICES

OVER 3,500 EMPLOYEES WORLDWIDE

BASEDIN

AMSTERDAM

2

3

1991 1996 2004 2005 2006 2008

Founded

Fully focused on car navigation

2001 2007 2009 2010

LIVE Services launched

in US

2011

Our history

First navigation software launched

Acquisition ofTele Atlas

Acquisition of fleet

management company

Fully focused on car navigation

Introduction of the PND

Acquisition of

HD Traffic technology

Set up Automotive

First line fitted

Automotive product with

Renault

LIVE Services available across

Europe

TomTom Discussions – a success story

• Launched 1st March 2011

• 300,000 visits per month

• 34,000 registered users

• 78,000 posts

• 600 min response time

• 15% contact deflection

Early community strategy

• Third-party communities

• Deflection

• Advocacy

• Product feedback

Gathering momentum, challenging concerns

• Customers are already talking

• We need to be part of the conversation

• We need transparency to build trust

Building the case for community

• Gather broad support within the business

• Focus on a clear business objective

• Define engagement strategy

• Select the right solution

Staffing the community

• It takes two:

• Community Manager

• Moderator

• Roles on TomTom Discussions:

• Community Manager

• Moderator

• Staff

• TomTom Employee

Three launch success factors

• Community structure and design

• The „30-10-10 rule‟

• 5-10 posts per day, per board

• Promotion

• Start BIG, no „pilots‟

• Manage participation levels

• The „48 hour rule‟

Superusers are the key

• The 1:9:90 rule

• Ranks and rewards

• Identify potential superusers

• Build relationships

• Plan a superuser program

Handling negativity and detractors

• Clear guidelines for the community

• Superfans are your strongest weapon

• Brand advocates are best at defending your brand

• Customers will trust other customers

Superuser response to detractor:

“I don't mean to minimize your issues at all…. I sympathize with you. Just wanted to note that your experience is not universal by any means. I've lived with [competitor] for 3 years, spent quite a bit of time on the various forums and researching devices… In the end, I decided to take a chance on the [TomTom] 2535 M Live in April. The device has been, in a word, spectacular.”

Our results – some highlights

9 February 201212

• English language community serves global customer base

• Superusers spend 20 to 50 hours per week

• 15% reduction in support contacts

• Powerful product feedback from community

United

Kingdom

24%

United States

22%

France

8%

Netherlands

8%

Germany

7%Australia

4%

Italy

4%Canada

4%

Spain

3%

Belgium

2%

Other

14%

Where do we go from here?

• French and German language forums

• Voice of the community deeper into the business

• Bring advocacy into the wider social web

Thank you

Any questions?