Episode 048 -Part One New B2B SaaS Communities - Common Questions Asked By An Organization

In this podcast, we decided to do something a little different. Chris presented the community strategy to his organization through an all hands meeting they had that week. During that presentation he answered over 20 questions from the organization. These are really good questions and we decided on this podcast that we would answer three of them together. Questions asked and answered during the podcast: 1. In a new Branded Community, who are the experts that should help answer customer and partner questions? 2. When you open up a new B2B Community, How do you address the the lifecycle of the customer. For example, if they are in implementation stage, do you allow them on the community? Do you have content to help them? 3. How do Brands gain Brand awareness with B2B online communities?

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Transcript:

hello and welcome to another episode of
00:20
peers over beers i'm one of your hosts
00:22
michael sandoval
00:23
and i'm Chris Detzel
hello chris i hope
00:25
you're doing well
00:27
yeah man i'm doing really well how about
00:28
you oh excellent i'm doing pretty good
00:30
uh it's late in the day and i uh
00:32
i i am not enjoying a nice cool
00:36
adult beverage as you are you truly are
00:38
having a pier a beer
00:40
yes i was hoping that you would have a
00:41
beer but i figured you wouldn't even
00:43
know you knew you were coming to tears
00:45
of course yeah
00:48
nobody has to know that exactly
00:52
you're you're definitely in a different
00:54
time zone so it's all right
00:56
yeah for me it's fine you know so i'm
00:58
drinking a it's called two-hearted ale
01:01
uh i guess this is an american ipa
01:04
it doesn't probably tells me somewhere
01:06
where it's uh made but
01:08
it's a bells company or something so no
01:11
bells yeah
01:12
oh my gosh someone's going to kill me
01:13
that i don't know this but i want to say
01:14
bells is
01:15
uh like michigan or something like that
01:18
i don't know why that comes to my head
01:20
michigan
01:20
yeah that could be i'll have to google
01:23
that later
01:24
yeah exactly uh now i feel like i have
01:26
to do it
01:28
uh in real time anyway but um
01:34
oh my gosh kalamazoo kalamazoo okay yeah
01:37
it is michigan
01:38
yeah um all right so
01:41
we were just about ready to talk about
01:43
something very
01:45
interesting that happened to you whilst
01:47
you were
01:48
i think having an all hands meeting
01:50
about community
01:51
at uh royalty right yeah that's right
01:54
you said it right that's awesome really
01:56
i'll see i just corrected what i thought
01:57
i said it right so
01:59
yes so that's so funny so
02:03
um we had an all hands meeting
02:06
meaning just the whole company meeting
02:08
monday through thursday for four to five
02:10
hours
02:11
every single day to kind of go over the
02:13
product roadmap to the vision
02:15
and everything else and on monday so
02:18
today's friday but on monday
02:20
i had the opportunity to present for an
02:22
hour uh
02:23
to the entire company i think two or
02:25
three hundred people were on there i
02:26
don't remember but
02:27
um about community and
02:30
it's funny because i knew it
02:33
it always happens is that there's tons
02:37
of questions at the end
02:38
um i mean a lot of questions yeah
02:41
everybody's quiet until somebody says
02:43
it's until something breaks well what i
02:46
did what well yeah well
02:47
there it's it's crazy because people
02:49
want to know all about community they
02:51
they don't
02:52
they they kind of get it but they want
02:53
to understand who's moderating what
02:55
who's going to help who's going to do
02:56
this
02:57
what does this even mean what's the
02:58
strategy i mean there's all kinds of
03:01
great questions you know from people
03:03
within the organization
03:04
the other day it's about me trying to
03:06
get them to help me
03:08
build it you know and so that's really
03:10
the message is
03:11
is so basically i i had an hour i only
03:14
spent 30 minutes or less
03:16
on content you know just hey this is
03:20
um this is the vision of the company
03:23
this is
03:24
community this is how community relates
03:26
to the vision and
03:27
and goes well with the vision of the
03:29
company um
03:30
and then here's you know talk a little
03:33
bit about you know the goal of community.
03:36
what we're trying to accomplish
03:38
and what's and then i had a slide
03:40
actually of
03:41
nine questions uh from
03:44
people before the so i already had this
03:48
only nine questions from the audience or
03:50
not even the audience but um
03:52
beforehand so beforehand there was an
03:53
email that went out okay oh i was gonna
03:56
ask how you did okay
03:56
okay email went out and said hey these
03:59
are the sessions
04:00
uh and they made people ask a question
04:03
around community so what are some of
04:04
your questions i got several of them but
04:07
i only put nine of the i don't know uh
04:12
20 or 30 questions that were asked but
04:13
so what i did was
04:15
so there's 30 minutes left or more and i
04:17
answered every one of those questions
04:19
um and then then there was tons more in
04:22
the chat because
04:23
then i had like i think i answered those
04:25
in 10 or 12 minutes
04:26
but then there was question after
04:27
question after question after question
04:28
after
04:29
and i was like oh my god i was so tired
04:31
afterwards really
04:32
it was awesome it was like people loved
04:34
it you know and so
04:36
um what i thought we would do what do
04:38
you think they loved about it
04:42
they're excited because their customers
04:44
and their partners
04:45
for lto have been asking for community
04:48
for a long time
04:49
okay that's why i was curious about the
04:51
one and then
04:52
two is they're excited that they have
04:54
somebody full time to actually
04:56
do this you know and three is they're
05:00
excited that
05:00
i know how to do it i think i do anyways
05:04
no i do
05:06
yeah i know you have yes you definitely
05:07
have some experience under your belt
05:09
yeah yeah and so i think there's just
05:11
excitement and
05:13
you know i i feel like that's one of my
05:14
strengths is getting people pumped and
05:16
excited and actually doing some stuff
05:18
you know and so that's
05:22
that's that you know i mean uh so i
05:24
thought today
05:25
we would just bring up those questions
05:28
uh maybe i give you
05:29
five and depending on how long this goes
05:31
but and uh you give me five
05:33
i know you're looking at some now and
05:35
and and maybe i'll relate it to the bank
05:37
if i if all possible and you can relate
05:39
it to b2b i mean i
05:41
i sent you the questions beforehand and
05:42
i related it all to b2b sas
05:44
so you know but but i don't know what do
05:47
you think
05:47
no i think it's good i like it or you
05:50
know maybe we can even do just one
05:51
question and i can have my view and you
05:53
can have your view
05:54
uh i like it let's try it that way um
05:58
in fact do you have it up i do i have
06:01
the questions that is
06:02
um do you want to read the first one
06:05
yeah so let's go with the first one and
06:06
i'll have you answer this question and
06:08
and then you know maybe i'll answer it
06:10
uh so in a branded community who are the
06:13
experts that contribute or purely rely
06:15
or should they purely rely on everybody
06:17
to contribute uh
06:18
their fair share of content or answers
06:22
to questions
06:24
yeah so this is interesting i think
06:26
we've almost had a discussion about this
06:27
so i'll tell you my take if you don't
06:29
mind and then i'm curious to see how you
06:31
answered um so this is where i go into
06:34
my discussion about
06:36
what it takes to start a community and
06:38
how content
06:39
gets developed the time it takes for us
06:41
to go up front and have to develop that
06:43
and then we'll get people to come
06:44
attract
06:44
and then eventually over time you'll see
06:47
the inflection point
06:48
of contributions outside versus
06:51
contributions inside
06:52
right then that kind of goes so my
06:54
upfront would be hey you know at the
06:56
beginning of this
06:57
yes we are going to be the experts we're
06:59
the one that's going to be
07:00
providing all that upfront content there
07:02
will be an effort that allow us to do
07:04
this but the value that it'll pay for us
07:06
long term is a vibrant community in
07:08
which you'll have
07:10
increased loyalty increased customer
07:12
satisfaction
07:14
self-service help rabbit fans that are
07:16
going to be answering
07:18
are probably questions faster than we
07:20
can right and that's a
07:21
value uh that can be monitored not
07:24
monetized but you can actually
07:26
quantify this in savings to the company
07:32
no that's a good answer and the way i
07:34
kind of described it was
07:37
um i will need your help uh
07:40
and and the reason i need your help is
07:42
because it's kind of like this
07:44
realtio will have to push content out
07:47
answer questions when customers
07:49
and partners come to ask a question you
07:52
know they
07:52
they they expect an answer and they
07:55
expect one somewhat
07:56
quickly nobody wants to go to a party
07:58
that no one's at
07:59
it's the same thing if people post a
08:01
question customers and partners post a
08:03
question
08:04
and there's no answer you know that's
08:06
that's a problem they want to leave
08:07
and they won't come back now in the
08:10
beginning i have my hands up and so
08:12
i by the way we have a youtube channel
08:14
michael you probably don't even know it
08:15
but it's called peers over beers youtube
08:17
but i put my hands up
08:18
[Laughter]
08:23
it's funny and it hurts all the same
08:25
time yeah
08:27
anyway it's a little jab it's not really
08:28
a job it's just like michael does it
08:31
cool it's a good one yeah it's a good
08:32
one the way i kind of
08:34
look at it is you know realty i will
08:37
have to push content out at first we'll
08:39
have to answer questions that customers
08:41
come
08:41
you know when they come and ask and and
08:43
at first
08:44
what it does is you know customers and
08:46
partners don't they don't trust
08:48
at first it takes time you know they
08:50
want to make sure that there's they're
08:51
getting answers they want to make sure
08:53
that this is
08:54
trusting they want to make sure that
08:55
they can rely on this thing and
08:58
over time what happens is real tale will
09:00
do less of the answering of the
09:01
questions
09:02
and customers and partners will come and
09:07
then start answering those things
09:08
as they trust as they're recognized as
09:11
maybe they're rewarded at some with
09:12
badges and things like that
09:14
so i think so so the answer is yes
09:18
you will have to do we'll have to do all
09:19
of our fair share but mostly reltio will
09:21
have to answer
09:22
those questions uh in the beginning and
09:24
then
09:25
you know uh customers and partners will
09:27
then trust
09:28
kind of how i would answer that yeah
09:30
well let me ask you a question because i
09:31
said the word
09:32
uh i think at the first part of the
09:34
sentence it says who are the
09:36
experts to contribute in your in your
09:39
past
09:40
uh view or in your past recent
09:43
in your recent um company you just left
09:48
and now did you have a badge that would
09:51
note these as
09:52
employees or experts in some way
09:55
yeah that's a good point yeah i did i
09:57
would say employ so in the beginning
09:59
what i did was
10:00
i created these expert badges that said
10:02
specifically what they were
10:04
experts in it didn't really work out
10:06
didn't really help but what did help was
10:08
it did say employee or uh
10:12
imperbian or something like that we'll
10:14
have
10:15
employee badges so that will help uh do
10:18
that
10:19
and then i was thinking about partner
10:20
badges for reltio and
10:22
you know to identify who the partners
10:24
are versus the customers versus
10:27
you know something like that yeah i've
10:30
always well you know my my view about
10:31
that right uh
10:32
identifying population segments helps
10:35
one
10:37
either gauge the response and
10:40
it's trust if that makes sense so if i
10:42
see
10:43
an employee time in and i see it's part
10:46
of their
10:47
we'll call it badge that they're an
10:49
expert in
10:50
xyz technology then i'm probably gonna
10:53
have a higher value of that
10:54
answer or the discussion point but you
10:58
know what your partners
10:59
have the same value too right they have
11:01
integration um
11:03
expertise uh market expertise you know
11:06
so there's always some value in the
11:08
oh it's huge man i've been talking to
11:11
some of our partners like deloitte and
11:13
some others that
11:14
uh accenture i'll be talking to you next
11:17
week
11:18
to you so let's this is funny because
11:22
you you'll laugh at me you remember that
11:24
um presentation that we did about uh
11:29
at rexell around suppliers and
11:32
you know kind of activate and be a
11:35
partner
11:35
and just kind of like throw it into that
11:37
yeah good one
11:39
yeah so that's exactly what i did
11:44
i stole that i was like you leveraged
11:46
and probably took
11:47
a lot of the ideas right yeah it's the
11:50
same
11:50
thing you know there's no reason to
11:54
recreate something that doesn't need to
11:55
be recreated
11:56
no i agree it's it's your knowledge that
11:58
came into it it's the same
11:59
it's the same thesis it's the same
12:01
thought process uh
12:03
why you wanting i presented that today
12:04
michael is you know
12:06
when i was talking to a partner i said
12:07
hey look there's different ways you can
12:10
engage
12:11
one is by one create an account you know
12:14
kind of look at what's being posted and
12:17
feel free to kind of go in there and
12:20
you know reply if you'd like or even ask
12:22
a question because maybe you don't know
12:23
everything because
12:24
i remember at imperva you did have
12:26
partners asking questions and
12:28
customers answering those partner
12:29
questions and then custom
12:31
partners answering customers and then
12:32
employees answered partners and
12:34
employees answering
12:35
it was crazy it was awesome um but then
12:37
there was like three levels for partners
12:39
and that
12:39
i wanted to try to get i kind of
12:42
presented that today and said hey look
12:44
um the last level is what i call
12:47
partnership you know and the way that
12:49
works with us
12:51
could be uh you know i wanted to say
12:53
their response they seem to be
12:54
interested but
12:55
is is you know i can give you uh
12:59
face-to-face or online training you know
13:01
where you have training with me directly
13:03
uh to help you understand how to post a
13:05
blog how to post a
13:06
um you know question whatever whatever
13:09
you need to do and if you were to do
13:10
that and you were to commit
13:12
like once a month to post a blog or a
13:15
how-to video or
13:16
if you're if you do a webinar on
13:20
going deep into the product and how to
13:22
do certain things
13:23
and having it live and bringing our
13:24
customers and other partners in
13:26
you know we'll put a badge on your um on
13:29
your profile that says
13:30
you know platinum partner i don't know
13:32
whatever
13:34
i don't know what that is but and they
13:36
seem very interested they're like hey we
13:37
have 40 or 50 people that do these
13:39
things
13:39
at deloitte you know i mean i mean
13:42
deloitte should know that this is kind
13:44
of a standard practice
13:49
it it it can be very valuable if done
13:51
right and it really does depend on the
13:53
um
13:55
on the partner you know i was going to
13:57
mention that if so deloitte would be out
13:59
outside of this scope of what i'm going
14:02
to say but
14:03
uh we had when i was at ti texas
14:06
instruments
14:07
we had all types of partners we had very
14:09
small
14:10
very small like yep a guy
14:13
in his you know two engineers in the
14:16
back right
14:16
uh developing products that are
14:18
third-party products but very robust
14:20
sought-after but uh small
14:24
companies versus these huge companies
14:26
right so in the small companies where
14:28
they didn't have
14:28
a marketing team or department or
14:30
whatever and they were so involved in
14:33
their business model was really wrapped
14:35
around the company
14:36
we would say hey would you like to
14:39
moderate
14:40
your own community in a way
14:44
because they don't have the resources
14:45
but we do and that was good for us
14:48
because it allowed us to
14:49
you know have their space on our space
14:51
we would you know
14:52
they would be a contributor and it was
14:55
it was a pretty good
14:56
deal i don't know if it's still there
14:57
doing that anymore but it was pretty
14:59
good uh little
15:01
venture for a while so they'd have their
15:03
own space
15:04
yeah a couple ways we would engage with
15:07
uh
15:08
first i think in the way we did that's
15:11
powerful presentation one was like
15:12
there's ways to engage yeah that's one
15:15
of the ones that we didn't
15:17
do which was i can create a separate
15:19
community just on your
15:21
company and that community you would
15:24
manage moderate it whatever you want to
15:26
do
15:28
and it would allow you to be an
15:31
expert of your product on our space and
15:34
of course we would share content we
15:36
would
15:36
it would be able to tag each other
15:40
hey this has been discussed but it's on
15:42
the so and so side or so-and-so side of
15:44
the community whatever that may be
15:45
and it would allow them to have a space
15:49
and so
15:49
there's a win-win right one is for them
15:53
this is a overhead that they don't have
15:55
to
15:56
yeah cost out right they just need
15:58
people and that's what you need is
15:59
content
16:00
then they get the benefit of the seo too
16:02
because you have a
16:03
two-link validation and then for us from
16:06
a company's perspective
16:08
it's just more content leading to the
16:10
site and more help
16:12
you know uh it's probably the best
16:14
podcast i've ever heard
16:15
so far
16:20
i should totally i should totally
16:22
subscribe yeah
16:24
i'm subscribing to this one because this
16:26
is awesome
16:27
well i like that idea of having um
16:30
potentially partners or
16:32
even customers or uh to be able to have
16:36
their own community
16:37
uh through me so the cool thing about
16:41
that is like
16:42
i own or i own i use higher logic as a
16:45
platform right so
16:46
the cool thing is i also have what they
16:48
call um
16:50
different sites so i can i have 25
16:52
different uh
16:54
sites that i can crack so i have a
16:56
higher logic community.reltio.com
16:59
but i have microsites that i can build
17:03
and and and make the look and feel
17:05
different and everything else and so if
17:06
i want to create a
17:08
i don't know a banking community
17:11
site you know like community dot
17:14
whatever your bank is tftu or whatever
17:16
it is
17:17
dot com i could have it you know and you
17:20
can manage your community there
17:22
uh it could still be all things master
17:24
data
17:25
anyways the point is is there's
17:27
opportunity there right
17:28
to to really think about how we might
17:31
do stuff like that yep so you would
17:33
create essentially a group
17:35
or whatever you can customize a group i
17:37
forget what the parlance is probably in
17:38
higher logic but
17:39
yeah you can create micro communities
17:41
well there's two different there's
17:42
two different ways to do it probably
17:44
more but one is on the main community of
17:47
community.reltio.com
17:49
you can create multiple many communities
17:51
private public whatever
17:53
but you can also create a microsite that
17:56
looks
17:56
and feels differently that's a different
17:58
url and everything else it's exactly
18:00
what we did
18:01
at uh rexell when you but they didn't
18:04
have the microsites for free
18:06
for telegens right so you know we just
18:09
had
18:10
jeff had to do some crazy weird things
18:12
to do
18:13
like a general developer a friend of
18:15
ours
18:16
yeah so rexella dot or community dot or
18:20
i don't know for excel usa or whatever
18:22
the it was yeah
18:23
but and then you know the the de site
18:26
and whatever but
18:27
this just comes with it you can make it
18:29
look it's
18:30
you know different anyways all right so
18:32
i think we that that's
18:34
i really like that that was a great
18:35
conversation around that let's do one
18:37
more
18:37
so yeah for only 20 minutes i'll read
18:40
this one so it says uh
18:41
what is the plan to open up community
18:43
for customers currently in
18:44
implementation
18:46
to see progress and status updates
18:49
chris take it away yeah so what that
18:52
means
18:53
this question didn't make complete sense
18:55
but what it
18:57
what they mean is so for customers that
18:59
had
19:00
our product that has our product that's
19:02
in the stages of implementation
19:05
you know what is the the role of
19:07
community
19:08
basically can they join can they not
19:09
join my answer to that is
19:12
ah okay got it okay
19:15
so the answer to that was pretty easy
19:17
because we have an open community and
19:19
anybody can join
19:21
right so um partners
19:24
potential customers and customers can
19:26
join our potential
19:28
uh partners can join the community and
19:29
employees um
19:31
and so now there'll be some moderation
19:34
and things like that but
19:35
um they can join before and take
19:38
advantage of
19:39
starting to connect to peers i don't
19:41
care where they are
19:42
within the life cycle of uh engagement
19:45
with reltio
19:47
i just will allow them to come in and
19:50
either surf or
19:53
start adding you know content if they'd
19:55
like and then they can start
19:57
engaging right away that was the answer
19:59
to that that's pretty easy well
20:01
it's a very interesting question because
20:03
in my head my
20:04
brain started to do all sorts of
20:07
things you mentioned it which was
20:09
customer life cycle
20:11
if there was a way to match your
20:14
customers
20:15
needs based on their life cycle the
20:17
community could be pretty powerful
20:18
for example um if
20:22
if you're in this this implementation
20:25
stage
20:26
the questions you're going to ask are
20:28
going to be different
20:30
so maybe as part of your profile build
20:33
or something
20:34
uh you can tell the stage that you're in
20:37
i'm an implementation and it'll
20:38
surface different types of discussions
20:41
like
20:42
you know how do you you know how do you
20:44
do a rollout plan
20:45
what's your communication plan how do
20:47
you you know what are
20:49
the top 10 things it needs to know about
20:51
this what's your
20:53
um uh
20:56
you know yeah migration i think i said
20:58
migration plan but so that's different
20:59
from say
21:00
run and maintenance you know long term
21:03
uh
21:03
which will be different things uh
21:07
versus like uh upgrades like if you're
21:10
moving up
21:11
uh moving up a version yeah if you're
21:14
upgrading the version and things like
21:16
that it would be interesting to see
21:17
these phases in some of your customers
21:18
then you can help
21:19
customize it even on the pre-sale you
21:21
can it could be a sales tool
21:23
uh as part of somebody going out there
21:25
you know we have one of the most vibrant
21:26
computers out there
21:27
you know get your customers you can
21:29
actually join now and participate in the
21:32
you know the you know the i don't know
21:36
we'll call it the
21:36
realtio um users group
21:40
so you can see the conversations that
21:41
are going on you know that kind of fun
21:44
yeah that this is great man this is
21:48
like i said one of the best uh podcasts
21:49
we've done so far
21:55
again we've only got two questions so i
21:56
know well you know kind of
21:58
we did when i was a tia we did something
22:00
again some kind of similar
22:01
uh where we would use uh
22:05
your design in cycle design in cycle is
22:07
how an engineer
22:09
evaluates first searches for evaluates
22:13
designs you in that's a big thing so it
22:15
means you they put your
22:16
chip in a design that they're doing and
22:19
then production
22:20
and each of those has different needs so
22:24
when you were in the oh and one more
22:28
piece was software was becoming a big
22:29
deal so
22:30
software was a big piece so when
22:33
customers were evaluating
22:34
our devices the software engineers were
22:38
in the software forums
22:41
listening and reading and understanding
22:43
because that was part of their
22:44
evaluation process so in other words
22:46
yes it's robust the questions are pretty
22:48
well answered
22:50
there was a good warm feeling that you
22:52
know that they had some resources and
22:54
experts
22:55
as part of it so they knew if they chose
22:58
they could
22:59
they would feel comfortable in doing
23:00
this those things so the software
23:02
community became
23:04
part of the designing cycle of a chip
23:07
because the software was such a big deal
23:09
and
23:10
depending upon the role you played if
23:12
you were a hardware engineer or a
23:13
software engineer
23:15
allowed you to have different slices of
23:17
the community
23:19
so it was it was interesting so in other
23:20
words it was personalized in some way
23:23
yeah the personalization is is uh very
23:25
interesting i i like that
23:27
and there's opportunity to do that
23:29
because you could you could put on kind
23:32
of the registration process of
23:34
where are you in the life cycle of your
23:36
engagement with reltio you know and then
23:38
maybe have a drop down that says
23:40
one two three i don't know whatever it
23:42
is but oh i mean if you
23:44
depending on how you design it your
23:45
single sign-on should be able to do it
23:46
right so it could take some data
23:48
from your crm and say
23:51
you know whether your existing client
23:53
whether you have
23:55
a if there's some stage you know
23:58
maybe you're like uh we used to call
24:00
them
24:03
we had a thing where you know we all
24:05
striate our customers right
24:07
small to big and we would call them
24:10
hicks bix and six so they're
24:11
all important customers but some are
24:14
very important customers
24:17
and somebody do not spend yeah and some
24:19
are small important customers but at the
24:20
end of the day they're all important
24:21
customers right so
24:22
you we would kind of use that striation
24:25
to help
24:26
how we want to and it sounds bad but
24:27
it's just about it's about uh
24:30
division of resources right
24:33
so if you were didn't buy in to say the
24:36
software support or it didn't buy into
24:38
some of these kind of higher end
24:40
software support or support
24:43
modules that would come into the
24:45
community and
24:47
community would now be your primary way
24:49
of doing self-support
24:51
right so it it helped so then and what
24:54
we would do is okay
24:55
we have to service more information they
24:57
don't have somebody to talk to
24:58
let's get them more involved they became
25:00
important to us so that makes sense on
25:02
the community side because it allows
25:03
at least they can get their help through
25:05
the community side there's a bunch of
25:07
stuff you can do just by pulling in some
25:08
information
25:10
that's good we have time let's do one
25:12
more question michael all right because
25:14
let's see i know we're 25 minutes but
25:16
it's okay oh but i think the next one is
25:18
going to be a big one
25:19
it says yeah how can we oh wait oh yeah
25:22
how can we help drive engagements in the
25:24
community
25:25
it's a big one maybe we should do that
25:26
on another uh
25:28
maybe there's another one hold on uh
25:30
let's see how do customers
25:33
ah well we could probably just how does
25:36
the brand gain
25:37
brand awareness with communities
25:40
i like that it's kind of a short it
25:42
could be a short answer or a long answer
25:45
i'm going to let you answer that i'm
25:46
very curious to know i've got my
25:48
thoughts but
25:49
well you do first yeah so i have very
25:51
good data
25:52
about how a community can actually
25:54
increase one's brand value
25:57
and brand awareness right so on the
25:59
brand awareness side i'll cover that
26:00
first
26:01
it's about reach and there are many
26:04
moments in which a customer
26:06
can be looking for your product at
26:07
various moments in their cycle
26:09
it could be in the pre-sale sale
26:12
or even on the post-sale process in any
26:14
way the first thing you do when you have
26:16
a question you're going to go to google
26:19
and you're going to just put it in so as
26:20
google calls it zmod
26:22
which is the zero moment of truth that
26:23
is your moment of truth in which you get
26:25
to
26:26
be the one with the answer now you know
26:28
i've heard this i've said this phrase
26:29
before right uh
26:30
he or she who answers first wins and
26:33
your ability to climb at the very top
26:34
and be that person to help is the
26:37
beginning of that trust
26:39
cycle and if you click on it and you're
26:42
the one with the answer real to your
26:43
original
26:43
it's like wow this brand is this company
26:46
constantly comes up and
26:47
they're answering my question and if
26:49
you're and you're on the pre-sale side
26:51
even on the on the back side that
26:53
loyalty curve to kind of
26:54
come back in they're always answering my
26:57
questions they're always
27:00
knowledgeable their employees are
27:02
experts
27:03
they have a good handle of the content
27:06
they are they are definitely uh
27:08
uh quick to answer that all creates
27:11
goodness that's a very goodness thing
27:13
and that only
27:14
increases one's brand value i'm sorry
27:16
brand value
27:18
uh the awareness side is on the google
27:19
side i will i have data
27:21
that shows that a
27:26
a a community that is well run
27:30
very well received as ways to measure
27:33
those
27:34
high nps scores uh actually increases
27:38
the value of the community as that's a
27:40
valuable dollar
27:41
figure you can put a dollar figure
27:42
around that um a study that i did when i
27:44
was over at uh
27:46
at freescale we did something like that
27:48
um so no i can tell you that it does
27:51
increase
27:51
brand value and awareness
27:55
yeah i somewhat similar no i don't give
27:58
such an elegant response but
28:00
you know my response to that is is that
28:03
you know today whenever you you know if
28:06
we
28:06
kind of look at reltio um custom
28:10
i've said this a lot maybe i said this
28:12
at the beginning but when customers
28:13
partners whoever you know searches for
28:16
you
28:17
on google for example because 92 percent
28:19
of people look at google to
28:21
for answers unless you're in china um
28:24
and they don't find i think they have
28:26
something else
28:28
but and they and they look for your
28:31
product or have something around master
28:33
data management or your area
28:35
we don't come up guess what we lose we
28:38
should have the answer to every single
28:40
product question
28:41
that they that customers or at least
28:44
something close to that question and
28:46
should have an answer to it
28:48
when they search digitally because 92
28:51
percent of people
28:52
search on google not they don't the last
28:55
thing they want to do is create a case
28:57
the last thing they want to do is you
28:59
know the point is
29:00
is it comes up master data management or
29:04
you know whatever that topic is that
29:06
you know a company focuses in on
29:09
community talks about that thing a lot
29:13
and so we should be on the first page of
29:14
google every single time
29:16
when especially if we have a customer
29:19
has a question about our product
29:21
you know and if we don't we lose
29:25
and if we do then we don't win
29:28
it's just expected you know and
29:32
just to kind of go into what you said is
29:35
over time there's that trust factor
29:37
it's kind of what i mentioned earlier is
29:39
you know
29:40
when customers don't just engage right
29:44
off they don't
29:45
do a bunch of things i mean it takes
29:46
time to really build a community but
29:48
once that's humming along
29:50
you know and you know when when they do
29:52
that search and they're looking
29:53
every time you have that answer every
29:55
time you come up it's like
29:57
wow you know reltio is like always
29:59
coming up on master data management
30:01
anything
30:02
you know and and so they're going to go
30:04
in to your community they might even
30:06
join they might even
30:07
you know kind of look around and
30:08
eventually maybe they'll you know
30:10
contribute
30:11
you know and so i agree yeah and so i
30:13
know we're kind of
30:15
cutting down on this one but this brings
30:17
up the whole idea of
30:18
um share of voice sov right share of
30:22
voice
30:23
so within your market space um
30:26
you can physically measure this on
30:28
google where you can take your
30:30
competitors and yourself
30:31
and show how much either the search of
30:34
your percentage of searches on any
30:36
particular amount of
30:38
words or even your brand and see how
30:40
much of that comes to you
30:42
and that's your share of voice right and
30:46
and the only way you can increase your
30:47
share of voice by the way share voice is
30:49
pretty much market market pace market
30:51
space which is what you just mentioned
30:52
which is if i'm bringing an mdm and your
30:54
competitor is always
30:55
75 of the voice 75 of the time your
30:58
competitor is going to be the one
30:59
who's going to get that click yeah so
31:02
our bit your ability our ability to
31:05
drive that share of voice higher
31:06
which is the equivalent of what our
31:09
mentor uses hey
31:10
shelf space in the old school walking in
31:14
you want to be
31:15
eye level shelf space and
31:18
there's two ways to do it one is to
31:20
drive to first page
31:22
one two or three and then to have a
31:25
catalog which is your share voice in
31:26
other words
31:27
it's with the percentage of the number
31:29
of of
31:31
searches that are being done that you
31:33
fall for that you fall into
31:35
should be high so those are kind of some
31:37
that's a
31:38
brand awareness tactic that's great
31:39
stuff yeah that is good man
31:42
that was really good i really liked this
31:44
episode
31:47
we have literally like you know 50 more
31:50
let's say 50
31:51
15 more questions we could ask
31:55
we have there's a few podcasts in these
31:58
questions
32:00
well with that how about we just end
32:02
this one and we'll carry on to the next
32:03
one and uh
32:04
thank you very much chris for another
32:05
great podcast this is uh one of your
32:07
hosts michael sandoval
32:08
and i'm chris tetzel all right thanks
32:10
chris talk to you later all right
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