Building a Community from Scratch

@getsatisfaction1

How Community Becomes an

Essential Customer Engagement Strategy

Presented by: Scott Hirsch, VP Product & Content Marketing, Get Satisfaction

Tamera Rousseau-Vesta, Digital and Community Marketing Manager, Extreme Networks

February 18, 2014

Community that means business.

@getsatisfaction2

“Companies that don’t realize their markets are now

networked person-to-person, getting smarter as a result

and deeply joined in conversation, are missing their best

opportunity.”

The Power of Customer Conversation

~Cluetrain Manifesto,

2000

@getsatisfaction3

Creates an “open window” for customer engagement that

..

– Creates mutual value for customers and for companies: support, product

development, and marketing

– Transforms organizations to become customer-centric

– Powers a differentiated digital experience

The Community Effect

EXTREME NETWORKS COMMUNITYAN OPEN WINDOW TO DRIVE ENGAGEMENT

Tamera Rousseau-Vesta

Digital and Community Marketing Manager

AGENDA

©2014 Extreme Networks, Inc. All rights reserved. 5

• WHY A COMMUNITY?

• FOUR STAGES OF COMMUNITY STRATEGY

• RECOMMENDED BEST PRACTICES

• QUESTIONS AND ANSWERS

Who is Extreme Networks?

• 4th largest vendor in the networking

industry

• 12,000 customers in over 85 countries

• 30 year old company with locations

worldwide

• Publically traded company headquartered

in San Jose, CA


What is a Community?

• An open window into Extreme Networks

company and culture

• The voice of the customer is #1

– Opportunity to engage through rich and

relevant conversions

– Our customers connect dots between

marketing, support and development

• Customer engagement traditionally is an

inside>out world

– Communities allow for in outside>in

engagement

– Allows for true open, transparent, and

approachable culture

– Customer interacts with brand when and

how they choose

7

Our Community Objectives

8

Marketing

Product Development

Support

The HUB – Extreme Networks


Stages of Community Strategy

Stage ONE

Begins with the question "How can we make a

better customer experience?”

• Assessing Organizational Readiness

• Problem Solving and Relationship Building

• Identify Stakeholders



Stage TWO

Bringing the community to life.

• Champions and Advocates

• Metrics and Reporting

• Content Calendar Alignment



Stage THREE

It’s time to grow and evolve.

• Fostering Community Ownership

• Identifying Other Streams

• Enhanced Analytics



Stage FOUR

The gold standard for community maturity

• Content Positioning

• Self-sustaining Engagement

• Fine-tuning of Goals and Mission


Community Best Practices

• Guidelines and Code of Conduct Development

– Create a culture of responsible transparency

– Brand representation

– Common sense reigns supreme

• No sell zone

• Create a circle of influence – SME development

• Content creation with audience participation

• Have a great time!


Wrapping Up

• Ask yourself “WHY” you don’t have a

customer community.

• Assess your organization for community

readiness

• Work with business stakeholders to align

goals with the community mission

• Create an experience where the voice of

the customer is #1


Thank you for your participation!

Follow me @Tamerarv

17

Questions and Answers

“The majority of the content of this presentation is provided by Extreme Networks, Inc. and was provided in a webinar on February 18, 2014. This presentation has been modified slightly

so that it can posted publically and the information is current as of February 18, 2014.

Extreme Networks is a customer of Get Satisfaction and is providing its portion of the presentation as an accommodation to Get Satisfaction. The information provided by Extreme Networks

is for informational purposes only and Get Satisfaction and Extreme Networks shall not be liable to anyone under any circumstances for any of the contents or information contained in this

presentation. While this presentation may be viewed, this presentation shall not be distributed to any third party.

Extreme Networks and the Extreme Networks logo are trademarks or registered trademarks of Extreme Networks, Inc. in the United States and/or other countries. Get Satisfaction and the

Get Satisfaction logo are trademarks or registered trademarks of Get Satisfaction in the United States and/or other countries. For more information on Extreme Networks’ trademarks, see:

www.extremenetworks.com/about-extreme/trademarks.aspx.”