Engagement & Retention project | Salesforce

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➡️ Table of Contents 🏡

🧩 Understand & Define:

• Core Value Prop of Slack
• ICP Deep Drive

🔭 User Wise Segmentation:

• Segmentation based on revenue, loyalty, user persona, ICP
• Natural Frequency of Slack
• Action makes a user an active user

🪩 Engagement Campaigns:

• Overview
• Engagement Campaign 1
• Engagement Campaign 2
• Engagement Campaign 3
• Engagement Campaign 4
• Engagement Campaign 5​

🥁 Retention:

• Bird Eye View
• Microscopic View

🏹 Churn Reasons & Metrics :

• Voluntary Churn
• Involuntary Churn
• Tracking Negative Action Metrics

📺 Resurrection Campaigns:

• Proactive - Resurrection Campaigns
• Reactive - Resurrection Campaigns

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🧩 Understand & Define

💡Core Value and Prop of Slack → ​

Slack for Startups​

👉 Core Value Proposition: Empower startups with a flexible and scalable communication platform that fosters innovation and accelerates growth.

👉 How does the end-user experience this core value prop?

• Via Slack Desktop app
• Via Slack Mobile app
• Through seamless integrations with other startup tools
• Real-time messaging and notifications
• Collaboration channels for different projects and teams

​Slack for SMBs​

👉 Core Value Proposition: Enhance operational efficiency and team collaboration in SMEs through a unified communication and workflow automation platform.

👉 How does the end-user experience this core value prop?

• Via Slack Desktop app
• Via Slack Mobile app
• Through integrations with business-critical applications
• Automated reminders and task assignments
• Secure and private team channels

​Slack for Enterprise ​

👉 Core Value Proposition: Enable large enterprises to maintain effective communication and collaboration across distributed teams through a robust and scalable platform.

👉 How does the end-user experience this core value prop?

• Via Slack Desktop app
• Via Slack Mobile app
• Through custom enterprise integrations
• Centralized administration and reporting tools
• Consistent and secure communication across global teams

🔍 ICP Deep Dive →

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Does slack have other sub-products? What does their natural frequency look like?

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💰Revenue based Segmentation:

Based on the revenue segmentation, Slack is utilized differently across various customer segments. Each segment exhibits distinct use cases, usage patterns, commonly used features, natural frequencies, and actions required to maintain active user engagement.

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🫂 Loyalty based Segmentation:

Based on customer loyalty segmentation, Slack usage varies significantly among different customer segments. Each segment demonstrates unique use cases, patterns of usage, preferred features, natural frequencies of engagement, and specific actions necessary to foster ongoing user participation and satisfaction.

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🔭 User Wise Segmentation:

Within the Slack Enterprise segment, usage varies to meet specific objectives across different Ideal Customer Profiles (ICPs).

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🔁 Natural frequency and 🤺 actions needed for them to be an active user of the slack enterprise based on the usage:

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🔊 Engagement Campaigns

Engagement Campaign 1 →

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Depth Engagement Framework​

Slack Champions Campaign: Gamifying Your Way to Core Users

Campaign Highlights:

• Gamification: Users earn points for daily actions, participation, and knowledge sharing.
• Rewards: Leaderboards, badges, and prizes incentivize user engagement.
• Platform: The entire campaign runs within a dedicated Slack channel.
• Success Metrics: Tracks increased activity, leaderboard participation, and channel engagement.

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Display of points for each individual/ profile:

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Details:

• Duration: The campaign will run for 4 weeks.
• Communication: Regular updates and announcements will be posted in the #slack-champions channel and pinned to the top for easy access.
• Fun Factor: Integrate fun quizzes and polls related to Slack features and best practices to keep users engaged.
• Recognition: Recognize top performers and badge earners in the #slack-champions channel to foster a sense of achievement.
• B2B engagement: B2B customers who have the highest average score on engagement will be recognized as the company with the most efficiency in the market by Slack newsletter, slack community announcements

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​Turning Casual Users into Core Users:

• Motivation & Recognition: Gamification sparks competition and rewards active users.
• Habit Building: Daily actions and participation become ingrained behaviors.
• Knowledge Sharing: Encourages interaction and fosters a culture of collaboration.
• Community Building: A dedicated channel creates team bonding and communication space.

By making Slack more engaging and rewarding, casual users are enticed to participate more frequently, ultimately becoming core users who leverage Slack's full potential for communication and collaboration.

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2️⃣ Engagement Campaign 2 →

Breadth Engagement Framework​

Transform core Slack users into power users by promoting sub-products and offering exclusive benefits.

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Creative banner for announcement:

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Campaign Phases:

1. Pre-Launch (1 Week):
2. • Develop assets, segment users, and generate buzz.
3. Launch Week (1 Week):
4. • Announce campaign, host live Q&A, and open power user community.
5. Campaign Midpoint (4 Weeks):
6. • Roll out educational content, foster community engagement, and run social media contests (optional).
7. Wrap-Up & Recognition (1 Week):
8. • Recap campaign highlights, recognize top contributors, and gather user feedback.

Campaign Management:

• Dedicated team for managing across channels.
• Analytics & tracking to measure campaign effectiveness.
• Adaptability to adjust based on user feedback.

Benefits:

• Increased Sub Product Adoption.
• Enhanced Workflow & Productivity.
• Active & Collaborative Community.
• Brand Advocacy & User Loyalty.

3️⃣ Engagement Campaign 3 →

Depth Engagement Framework​

This quirky external media branding campaign aims to attract non-users to Slack by showcasing its ability to streamline workflows and increase productivity. Through humorous social media content, eye-catching public interventions, and influencer marketing, the campaign positions Slack as the ultimate escape route from the "hamster wheel" of inefficient communication methods.

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Campaign Execution:

• Pre-Campaign: Develop creative assets (videos, social media posts, influencer outreach). Partner with public space venues for interventions.
• Campaign Week: Launch social media videos daily using the campaign hashtag. Stage public interventions with visuals and messaging aligned with the campaign theme. Influencer partners post content showcasing their Slack workflows.
• Post-Campaign: Analyze campaign metrics, identify learnings, and consider extending successful elements into ongoing marketing efforts.

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Campaign Banner:

• Design a visually appealing banner featuring a person breaking free from a hamster wheel, with the Slack logo and campaign tagline ("Escape the Hamster Wheel & Unleash Productivity with Slacktivity Week!").

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Increased Engagement:

• The humorous approach grabs attention and resonates with viewers facing similar communication struggles.
• Memorable visuals and influencer validation pique user interest and encourage exploration.
• The free trial offer removes barriers to entry, allowing non-users to experience Slack's benefits firsthand.
• The multi-platform approach ensures the campaign reaches a broad audience across various touchpoints.

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By combining humor, visual storytelling, and a clear value proposition, the Slacktivity Week campaign can effectively attract non-users and convert them into engaged Slack users, ultimately leading to a more productive and collaborative work environment.

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4️⃣ Engagement Campaign 4 →

Depth Engagement Framework​

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This campaign transforms Slack power users into passionate brand advocates by recognizing their expertise and empowering them to share their advanced workflow secrets with others.

Campaign Details:

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Communication Sample (Blog Post):

"Ever wondered how some teams seem to collaborate and get things done effortlessly? The secret might lie in their mastery of Slack's advanced features. Introducing the Slack Champions League, a platform for power users like you to share your expertise and become a champion for streamlined workflows. Apply now and join a community of like-minded individuals passionate about making Slack work wonders for their teams!"

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Campaign Execution:

• Recruitment: Create an application form within Slack for power users to showcase their expertise and passion.
• Champions Channel: Establish a dedicated Slack channel for Champions to share tips, collaborate on content creation, and access exclusive resources like beta features and early access programs.
• Content Creation: Empower Champions to create blog posts, tutorials, and social media content showcasing their advanced workflow hacks and best practices.
• Challenges & Rewards: Host regular challenges within the Champions channel, incentivizing content creation and feature exploration with prizes like exclusive Slack merchandise, badges, and conference passes.
• Amplification: Promote Champions' content on the Slack blog and social media channels, crediting their expertise and influence.

Increased Engagement:

• Recognition & Status: Champions receive recognition for their expertise, boosting their sense of community and accomplishment.
• Knowledge Sharing & Learning: Champions have a platform to share their knowledge and learn from others, leading to a more engaged and skilled user base.
• Advocacy & Brand Loyalty: Champions become vocal brand advocates, promoting Slack's advanced features to their networks and fostering organic user growth within their companies and beyond.

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By creating a collaborative and rewarding environment, the Slack Champions League transforms power users into brand champions, driving user adoption of advanced features and ultimately making Slack an even more indispensable tool for organizations and individuals.

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5️⃣ Engagement Campaign 5 →

Depth Engagement Framework

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The Slack Pathfinder campaign offers a personalized support program to empower users within Slack Enterprise accounts. Through dedicated guidance and expert resources, the program helps teams navigate the platform's functionalities, optimize workflows, and ultimately achieve peak collaboration success.

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Campaign execution

• Onboarding: Introduce clients to the program & match them with a dedicated Slack Success Specialist.
• Needs Assessment: Conduct initial consultation to understand client goals, challenges & current Slack usage.
• Personalized Support Plan: Craft a customized plan that includes onboarding sessions, workflow consultations, and access to relevant resources.
• Ongoing Engagement: The Success Specialist remains a dedicated point of contact, providing ongoing support & addressing questions.
• Feedback & Improvement: Regularly solicit client feedback to improve and tailor the program to their evolving needs.

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Benefits:

• Reduced Learning Curve: Personalized onboarding and ongoing support minimize the time teams need to become proficient Slack users.
• Increased User Confidence: Dedicated support empowers users to explore advanced features and experiment with new workflows, fostering a sense of ownership.
• Improved Collaboration: Expert guidance helps teams optimize workflows and communication strategies within Slack, leading to smoother collaboration.
• Enhanced User Satisfaction: Personalized support fosters a positive user experience, increasing overall satisfaction with Slack Enterprise.

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🥁  Retention

How Slack Integrations Boost User Retention: A Curve Analysis (based on online articles)

This graph depicts the impact of product integrations on Slack user retention based on insights gleaned from online articles. It clearly demonstrates a significant positive correlation between integration usage and user retention.

• Integration Adoption is Key: Users who discover and utilize integrations within Slack tend to exhibit higher retention rates. Integrations likely become a core part of their workflow, making them less likely to churn.

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• Possible flattening point: The curve might flatten after users have discovered and adopted a critical mass of integrations that meet their needs within Slack. The curve suggests that users who don't find integrations valuable are less likely to retain them.

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Drivers of Best Retention:

• ICPs (Ideal Customer Profiles):
• • Users who actively use integrations: There is a correlation between integration usage and retention. This suggests that customers who find value in integrations are more likely to stick with Slack.
  • Customers who are part of larger organizations (Fortune 500, Enterprise): These companies might have more complex workflows requiring various integrations, making Slack a more integral part of their daily operations.

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• Acquisition Channels:
• • Slack leverages comprehensive keyword research and content marketing to boost its SEO, attracting users through optimized blog posts, guides, and case studies. By targeting relevant high-traffic keywords, Slack effectively draws in potential customers seeking collaboration solutions.
  • Product Integration is a key acquisition channel that differentiates Slack from its competitors. It also serves as a crucial retention hook for many of its larger customers, whose primary challenge is transitioning from one platform to another. These customers are often deeply entrenched in their current platforms, making them reluctant to switch despite the availability of advanced tools

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Sub-Products and Sub-Features Driving Retention:

• App Directory: A robust and easily searchable app directory within Slack would be crucial for users to discover relevant integrations.
• Seamless Integration Installation: A smooth in-app installation process that eliminates the need to leave Slack would likely improve adoption and potential retention.
• Contextual Recommendations: This could help users discover integrations that directly address their current needs and workflows.
• Integration Workflows: Making it easy for users to find and utilize relevant integration features within Slack would encourage users to get more value out of them, potentially leading to better retention.

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Retention is likely driven by user profiles that find integrations valuable and acquisition channels that target such users. Sub-products and sub-features that enhance discoverability, installation, and effective use of integrations are likely to contribute to better user retention.

Ref. - https://dgajsek.com/growth-study-slack/

😑 Churn

Reasoning of the churns happening at Slack. The voluntary and involuntary segmentation of the churn users differentiates Slack.

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To identify users at risk of churning, Slack monitors various negative actions and tracks them using specific metrics. The whimsical screenshot below contains the negative actions and how we can track their negative actions simultaneously:

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📺 Resurrection Campaigns

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😠 Proactive - Resurrection Campaigns

1️⃣ Personalized Check-In Emails

• Segment/Audience: Users have had declining activity over the past month.
• Purpose: Re-engage users by offering personalized support and resources.
• Pitch: "We noticed you haven't been as active lately. How can we help you get the most out of Slack?"
• Offer/CTA: "Talk to our support team for personalized tips and resources."​
• Frequency: Weekly for three weeks.
• Timing: Sent every Monday morning.
• Success Metric: Increase in user activity and engagement.
• Why it will work: Personalized check-ins show users that Slack values their experience and is willing to help them get the most out of the platform, potentially addressing specific pain points.

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2️⃣ Feature Spotlight Series

• Segment/Audience: Users who haven't utilized key features (e.g., Slack Connect, Workflow Builder).
• Purpose: Educate users on the benefits of underutilized features to enhance their experience.
• Pitch: "Discover how Slack's advanced features can simplify your workflow."
• Offer/CTA: "Join our live demo to see these features in action."
• Frequency: Bi-weekly for two months.
• Timing: Sent on Wednesdays.
• Success Metric: Increased usage of highlighted features.
• Why it will work: Demonstrating the practical benefits of Slack's advanced features can help users discover new ways to integrate Slack into their workflows, boosting overall engagement.

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3️⃣ Exclusive Webinars and Training Sessions

• Segment/Audience: Users from organizations with low engagement metrics.
• Purpose: Provide in-depth training and best practices to maximize Slack's utility.
• Pitch: "Unlock the full potential of Slack with our exclusive training sessions."
• Offer/CTA: "Register for our upcoming webinar."
• Frequency: Monthly.
• Timing: Scheduled mid-month.
• Success Metric: Attendance rates and post-webinar activity levels.
• Why it will work: Live training sessions offer direct value, allowing users to ask questions and learn how to leverage Slack better, fostering deeper integration into their daily routines.

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4️⃣ Customer Success Stories

• Segment/Audience: Users from specific industries with low engagement.
• Purpose: Showcase success stories from similar industries to inspire usage.
• Pitch: "See how others in your industry are succeeding with Slack."
• Offer/CTA: "Read our latest success story and discover new strategies."
• Frequency: Quarterly.
• Timing: Sent at the beginning of each quarter.
• Success Metric: Engagement metrics and feature adoption rates post-campaign.
• Why it will work: Highlighting relatable success stories can motivate users to explore Slack’s full potential, providing real-world examples of how it can solve industry-specific challenges.

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5️⃣ Gamification of Engagement

• Segment/Audience: All users with declining engagement metrics.
• Purpose: Encourage increased activity through a reward-based system.
• Pitch: "Earn rewards for exploring Slack's features and increasing your activity."
• Offer/CTA: "Start earning points today and win exciting rewards!"
• Frequency: The campaign runs over a two-month period.
• Timing: Weekly updates on progress and rewards.
• Success Metric: Engagement metrics and reward redemption rates.
• Why it will work: Introducing a gamified element can make re-engaging with Slack fun and rewarding, driving users to explore features and participate more actively in the platform.

6️⃣ Downgrade Trial to a Forever Free Plan

• Segment/Audience: Users who have completed their trial but haven't converted.
• Purpose: Retain users and encourage them to stay engaged with the product.
• Pitch: "Continue using Slack with our Forever Free plan."
• Offer/CTA: "Switch to our free plan now and stay connected."
• Frequency: Once after the trial ends.
• Timing: Immediate action upon trial completion.
• Success Metric: Percentage of users who remain on the forever free plan and continue using the product.
• Why it will work: This tactic offers a low-risk option for users who may be unsure about committing to a paid plan, allowing them to continue using the product with limited features. It keeps users engaged and provides opportunities for future upselling.

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😡 Reactive - Resurrection Campaigns

1️⃣ Resurrection Campaign for Slack: Behavioral Emails

Segment/Audience:

• Users who have been inactive for 60+ days.

Pitch:

"Reignite collaboration and efficiency with Slack. Discover what's new and how it can transform your team's communication."

Offer/CTA:

• Email Series:
• • Email 1: Highlight recent updates and improvements.
  • Email 2: Showcase case studies of successful teams using Slack.
  • Email 3: Invite to a personalized demo or training session.
• In-App Notification:
• • Prompt users with a message upon login offering a free trial of Slack Connect.
• Special Promotion:
• • Offer a discounted upgrade to Slack Plus for a limited time.

Frequency:

• Email Series: Sent bi-weekly over a 4-week period.
• In-App Notification: Triggered once upon user login.
• Special Promotion: Available for 30 days after the campaign launch.

Success Metrics:

• Increase in active user logins.
• Engagement with the email series (open rates, click-through rates).
• Conversion rate from free trial to paid plans.
• Feedback and survey responses indicate interest and satisfaction.

Why it will work:

This campaign leverages targeted messaging and incentives to re-engage dormant users. By showcasing new features and success stories and offering hands-on experience through demos and trials, it aims to remind users of Slack's value and encourage them to rediscover its benefits for their teams

2️⃣ Resurrection Campaign for Slack: Churn Risk Detection

Campaign Title: Retain and Thrive - Prevent Churn Before It Happens

Segment/Audience:

• Users/accounts showing signs of churn risk:
• • Have a downward trend in product usage and adoption.
  • Submitted one or two negative NPS scores.
  • Increased support cases and tickets, technical health issues
  • Displayed interest in competitors on platforms like G2 (premium plan insights).

Purpose:

Proactively identify and prevent churn by addressing user concerns and ensuring they receive the expected value from Slack.

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Tactic:

• Real-Time Alerts:
• • Build a machine learning model trained on all the risky and churned customers' behavioral data to generate predictions for potential risk of at-risk or casual customers.
  • Set up a notification system to alert upon detecting churn risk indicators.
  • Immediate outreach to users showing signs of churn risk.

Actions:

• Personalized Outreach:
• • Contact users via email or in-app messaging to understand their challenges.
  • Offer personalized assistance such as setup support or additional training sessions.
• Value Reinforcement:
• • Highlight recent updates or lesser-known features that address their pain points.
  • Provide success stories or case studies relevant to their industry or use case.

Frequency:

• Churn models should be refreshed by monthly or biweekly frequency
• The dashboard of the churn prediction model can be refreshed as soon as data is populated in the production.

Success Metric:

• Reduced churn rate among identified at-risk users.
• Increased user engagement and satisfaction scores post-intervention.
• Conversion of at-risk users to advocates through improved product experience.

Why it will work:

This campaign aims to address user dissatisfaction and increase perceived value by proactively identifying churn risk indicators and reaching out immediately. Offering personalized support and showcasing the benefits of Slack tailored to their needs can re-engage users and prevent them from leaving for competitors. This approach demonstrates Slack's commitment to customer success and enhances overall retention rates.

3️⃣ Resurrection Campaign for Slack: Success Scorecard

This campaign is also a potential example of an Engagement campaign.

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Campaign Title: Transparency and Value Trust, Becoming an advisor of your customers

Segment/Audience:

• Users/accounts showing signs of churn risk:
• • Large enterprises who are looking to cost-cut
  • Productivity overlooking of employees
  • Cost-sensitive and looking to reduce their addons with Slack.

Purpose:

Deliver on our promise of utmost transparency by providing premium users with comprehensive dashboards for adoption, engagement, and technical health scores. These dashboards enable leadership to clearly understand and evaluate the effectiveness and value of their investment in Salesforce-Slack.

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Tactic:

• Monthly Alerts:
• • Provide peer grouping comparisons and scores across each category.
  • If a score is low, offer insights into the risks contributing to the lower score.
  • Recommend training modules for users to complete, ensuring they receive proper knowledge and training to improve performance.

Actions:

• Personalized Outreach:
• • Contact users via email or in-app messaging to understand their challenges.
  • Support calls are available for the users to mitigate their risky insights
• Value Reinforcement:
• • Highlight the scores, recommendations, calls, and risk indicators
  • Enterprises will focus on increasing their adoption and engagement with the platform.

Frequency:

• The dashboard will display weekly scores based on user activity following the recommendations.
• Insights and recommendations will be refreshed weekly, tailored to their adaptation of previous suggestions.

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Success Metric:

• Dollar amount saved
• Increased user engagement and satisfaction scores post-intervention.
• Trailhead content consumption increases
• Conversion of at-risk enterprise users to strengthen their adoption of slack
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Why This Campaign Will Work:

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• Proactive Improvement: Encourages continuous engagement, preventing issues before they arise.
• Healthy Competition: Motivates users by showing how they compare to their peers.
• Awareness and Guidance: Highlights shortcomings and offers specific training to address them.
• Market Standards: Emphasizes the importance of staying up-to-date with industry norms.
• Increased Engagement: Keeps users continuously challenged and engaged.

Campaign Elements:

• Peer Comparisons: Show users how they compare to peers.
• Risk Insights: Provide insights into risks affecting low scores.
• Guided Training: Recommend training modules based on performance.
• Transparent Dashboards: Offer dashboards for adoption, engagement, and technical health scores.

By fostering continuous improvement and providing essential support, this campaign ensures users stay engaged and derive maximum value from Slack, reducing churn.

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