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[Repost] EP43: How Scott Dodds Achieved 4x ROI with Community
Our next guest Scott Dodds is a Customer Enablement Leader and Community Strategist! He’s had a historic career in the community industry, starting off launching Khoros’ first community, the Lithosphere and then went on to build community and engagement at Zenefits, LivePerson and Box. In today’s episode, we will cover why SaaS is driving community growth, getting early adopters, measuring ROI and so much more!
Too Long; Didn’t Listen
- 3:04m - We had to first drop our preconceptions and listen to our community. We invited a range of currently active folks on the site and asked them what they liked, what they want more of and what they would change. And the biggest thing we learned was that customers didn’t see us as a community site or a support site or a knowledge base or training. We weren’t the sales team or customer success team or product team. We were all Box to them - one brand. So the first thing was to reimagine it as one experience that customers could engage with. And by giving customers one place to go, it also became easier to start integrating this one place into other parts of the experience, like our customer marketing campaigns, our product contextual help, our product news and updates, etc. This drove greater awareness, greater traffic, and greater engagement with the community.
- 8:13m - What you measure needs to either be the same metric your organization cares about the most. So you need to thoroughly understand your business and what numbers your boss, your VP and your CEO care about and why. For instance, deflection is important to support when they need to reduce costs and improve efficiency, but at a certain point your VP may stop caring about deflection because they are more worried about renewals than cost savings. So you need to find out how your community is impacting customers to renew, which means you need to understand what metrics in the customer lifecycle most impact renewals.
- 10:07m - If you are only meeting your community members online or in virtual spaces, you are missing out on so many opportunities to build greater connections and learn so much more deeply than you could otherwise. Would you limit your personal and professional contacts to online? Of course not. So much more valuable connection and communication occurs in person.
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By Bevy
4.7
2626 ratings
Our next guest Scott Dodds is a Customer Enablement Leader and Community Strategist! He’s had a historic career in the community industry, starting off launching Khoros’ first community, the Lithosphere and then went on to build community and engagement at Zenefits, LivePerson and Box. In today’s episode, we will cover why SaaS is driving community growth, getting early adopters, measuring ROI and so much more!
Too Long; Didn’t Listen
- 3:04m - We had to first drop our preconceptions and listen to our community. We invited a range of currently active folks on the site and asked them what they liked, what they want more of and what they would change. And the biggest thing we learned was that customers didn’t see us as a community site or a support site or a knowledge base or training. We weren’t the sales team or customer success team or product team. We were all Box to them - one brand. So the first thing was to reimagine it as one experience that customers could engage with. And by giving customers one place to go, it also became easier to start integrating this one place into other parts of the experience, like our customer marketing campaigns, our product contextual help, our product news and updates, etc. This drove greater awareness, greater traffic, and greater engagement with the community.
- 8:13m - What you measure needs to either be the same metric your organization cares about the most. So you need to thoroughly understand your business and what numbers your boss, your VP and your CEO care about and why. For instance, deflection is important to support when they need to reduce costs and improve efficiency, but at a certain point your VP may stop caring about deflection because they are more worried about renewals than cost savings. So you need to find out how your community is impacting customers to renew, which means you need to understand what metrics in the customer lifecycle most impact renewals.
- 10:07m - If you are only meeting your community members online or in virtual spaces, you are missing out on so many opportunities to build greater connections and learn so much more deeply than you could otherwise. Would you limit your personal and professional contacts to online? Of course not. So much more valuable connection and communication occurs in person.