Google's Head of Community, Loree Draude, guides you through the process of measuring the return on investment of B2B community. This applies a specific, useful, and detailed formula that is widely used by Google Adwords communities

1. The Business Impact of Communities
Loree Draude, Head of AdWords Communities and Social Engagement
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5. 68% of consumers are more
likely to adopt a product or
feature if it is endorsed by
other users
Source: Nielsen, chart Trust in Advertising”, Sep 2013

6. 84% trust recommendations
from people they know versus
69% who trust information
from a branded website
Source: Nielsen, chart Trust in Advertising”, Sep 2013

8. What are your business goals?

10. Impact Index
Branding
CSat
Feedback
Early
Deflected UTCs
Warning Alerts
Feature
uptakes

11. Branding/Googleyness - Improve sentiment, user trust

12. Customer Satisfaction

13. Feedback: Actionable for Marketing/Product/Services

14. Alerting - Early warning alerts to Product/Services

15. Troubleshooting - Deflected UTCs

16. Cost savings of deflected UTCs: online self-help vs. high
touch support
Successful Answer (SA) Force Multiplier (FM)
1:1 Resolved Community cases:
● Threads x % AS* x Cost/Case1
1:M Resolved Community cases:
● PVs x RR** x Cost/Case
! ? A
Solved
1. Cost/Case as an average of support channels: i.e. phone, email, chat
! ? A
Solved
RR
*AS = Accepted Solution **RR = Resolution Rate

17. Cost savings of deflected UTCs: online self-help vs. high
touch support
Successful Answer Force Multiplier
! ? A
Solved
! ? A
Solved
RR
1:1 Resolved Community cases:
● Threads x % AS* x Cost/Case1
1:M Resolved Community cases:
● PVs x RR** x Cost/Case
*AS = Accepted Solution **RR = Resolution Rate
1. Cost/Case as an average of support channels: i.e. phone, email, chat

18. Advertiser views a
recommendation
adds a feature to AdWords
account
Feature Uptakes: Driving revenue

19. How do you measure success?

20. Questions?