User Groups Spotlignt: Internet Strategy Session Sparks Participation

Lynda Sereno must have a green thumb, because she knows how to grow things. In one year Sereno took the Silicon Valley Webgrrls from a respectable 400 to a whopping 1000-plus membership. It wasn’t Miracle Grow that made this group bloom, but Sereno’s determination and drive, as well as her club embracing the Internet. Sereno shared her experience and tips with user group leaders at a recent Internet Strategy Session on the Apple campus in Cupertino.

Lynda Webggrl Lynda Sereno. Photo by Sparky Cohen.

ÒCore volunteers donÕt need to be the most technically qualified, but they do need to be leaders.Ó Rose Lynn President Gold Coast Mac
How Silicon Valley Webgrrls Grrew
Webgrrls do meet in person, but it’s the online interaction that keeps them connected 24/7. The group publishes online and has an active e-mail list, encouraging participation and a feeling of ownership, the magic elixir. “Get them more involved,” Sereno encouraged the crowd, “so they feel like it’s their group.” She then went through the eight steps she took to meet her goals.

Sereno’s accomplishments sparked the group’s interest. Multiple hands flew into the air, ideas were volleyed, and experiences batted back and forth. The room came alive with dialogue: how to get more press coverage, give more to local schools and gain more female members.

Not Just for Techies Anymore
The crowd itself revealed the trend towards an increase of female participants. Women sat in every row and many spoke during the session. Rose Lynn, president of Gold Coast Mac, made one point perfectly clear. “Look beyond the techie label,” she encouraged the crowd. “Core volunteers don’t need to be the most technically qualified, but they do need to be leaders.”

AppleCare Cares
User group leaders have definite convictions about what Apple should do to make customers happier. And Grant Gordon, Vice President of Worldwide Service, and Angie Blackburn, Vice President of Worldwide Customer Support, came to hear their opinions. “Apple is committed to taking the same drive and passion it put into product design,” Blackburn told the crowd, “and applying it to the post-sale experience, improving the customer’s overall satisfaction.”

Questions about the new customer service plan were mixed with applause, pounding on tables, cheers and interjected comments. Gordon and Blackburn came prepared, both to answer questions and to listen to the group’s views. And they weren’t alone. Ten AppleCare team members joined them, participating in the discussion and absorbing the group’s feedback.

One thing was clear — Apple is committed to improving customer satisfaction and to the user groups themselves. “Customers are interested in being part of the solution,” said Gordon. That statement couldn’t have been more true about the day’s audience.

— Marya Figueroa

Lynda’s Eight Steps for Success

  • Define your audience.
  • Determine your group’s needs.
  • Select the services you will offer.
  • Set goals.
  • Recruit core volunteers.
  • Involve your members.
  • Invite community participation.
  • Make it easy on yourself.

Attracting Female Members

  • Acknowledge that you want more female members.
  • Look for leadership qualities, not just technical knowledge.
  • Identify people’s skills. Can someone draw? Ask them to illustrate your newsletter.
  • Get people more involved, they care more about the group.
ÒApple is committed to taking the same drive and passion it put into product design and applying it to the post-sale experience, improving the customerÕs overall satisfaction.Ó Angie Blackburn Vice President of Worldwide Customer Support Apple

 

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