Learn how an industry-leading provider of storage and data management solutions used Social Business Software to accelerate a global branding initiative and connect with thousands of community members across one hundred countries.
NetApp surveyed thousands of their customers, partners and technology experts. The majority of respondents stated that they wanted an interactive community to facilitate knowledge sharing around product, technology, and business concerns.
Two years later, the NetApp Community is wildly successful at meeting these community goals, exceeding adoption and activity expectations by 1,200%. As a result, NetApp has engaged a much broader audience in both technical and business decisions, and expanded their brand awareness and loyalty. Download this free white paper from Jive Software to learn more.
Case Study
NetAppBuilding a Connected Brand
KEY HIGHLIGHTS
. Industry Technology
. Business Opportunity Building a connected brand - employees, customers, partners, experts
. Solution "Engaging in active online conversations across the enterprise Jive Social Business value chain is a must for any brand that wants to be relevant Software powers the NetApp and competitive." Community Tracy Hansen. Results & Benefits Senior Director of Corporate Marketing Thousands of community NetAppmembers across 100 countries. Exceeded adoption Customerexpectations by 1,200%. NetApp is an industry-leading provider of storage and data management solutions. It Accelerated global branding has a presence in over 100 countries, thousands of customers and a culture of innovation, initiative. technology leadership, and customer success. NetApp solutions deliver value, speed and efficiency to their customers; and its web experience includes a network of over 2,200 partners.
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Business OpportunityBrand awareness by connecting employees, customers, and partnersIn late 2007 NetApp started a branding initiative with three primary objectives: Clearly communicate who they are and what they do."It took 2 months to Reach beyond existing customers and traditional technology audience.go live instead of the Collaborate on an on-going basis with employees, partners, and customers.6 months we planned. NetApp conducted extensive studies and surveyed thousands of customers, partners Jive's hosting and and technology experts. The majority of respondents stated that they wanted an professional services interactive community to facilitate the sharing of knowledge around product, played a key role technology, and business concerns.
in the accelerated The launch of the new brand was scheduled for March of 2008 through a global deployment." campaign that included major advertising and a redesigned website.
One portion of the redesigned website and branding effort included the creation of John Summers an online community. Due to the initiative's aggressive schedule, NetApp needed Community Manager a comprehensive community platform that could easily match the company's new NetApp branding efforts. NetApp expected the following benefits from its community offering:: Accelerate the branding initiative. Enable technical discussions and collaboration. Connect global teams and user groups. Centralize access to documentation. Leverage web 2.0 technologies in the NetApp web experience.
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SolutionNetApp Community powered by Jive Social Business Software
"WOW...what an outstanding answer. Adam, I am very appreciative of this detailed answer. It really addresses my question perfectly. Thanks for taking the time to answer so well."
SteveNetApp Community Member How do you deploy an online community that reflects a new brand that you are in the middle of developing? Select the right platform, leverage people who have done it before, have the solution hosted to mitigate risk and collaborate closely between stakeholders.
Technology SelectionNetApp chose Jive for the following reasons: Ease of use ensuring rapid adoption - people will not participate if it's not super intuitive. Integrated web 2.0 technologies - one-stop shop (wikis, blogs, discussions, people) Flexible platform- reflect NetApp brand and seamlessly integrate in NetApp's web experience. Open API to integrate with other systems - critical for single sign-on (SSO) requirements.
ImplementationTo accelerate the implementation NetApp decided to have the community fully hosted by Jive. The utilization of experienced consultants from Jive further accelerated the deployment of the community. Meanwhile, NetApp used Jive internally to collaborate on the development of the new brand.
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NetApp Community Stats
Community adoption and participation far exceeded NetApp's expectations. Over 9,000 registered users from 100 countries around the world in 8 months. 78% of community users are external (customers, partners, technolog... [download for more]
