April Roundtable Webcast 4.3.2008

Welcome Introductions Housekeeping Research Highlights: Online Community ROI Models and Reports Report Back from SxSWi - Jake McKee

Introductions

Housekeeping

Research Highlights: Online Community ROI Models and Reports

Report Back from SxSWi - Jake McKee

Introductions Your Name (I’ll call on you) Your Organization Your Title What is the most challenging ROI or Value reporting issue that you are struggling with?

Your Name (I’ll call on you)

Your Organization

Your Title

What is the most challenging ROI or Value reporting issue that you are struggling with?

Housekeeping Online Community Research Network site Members Directory Request Advice Documents - being updated weekly Blogging policy Please do! Next Topic: Online Community Marketing, Growth and Engagement Sponsors:

Online Community Research Network site

Members Directory

Request Advice

Documents - being updated weekly

Blogging policy

Please do!

Next Topic: Online Community Marketing, Growth and Engagement

Sponsors:

ROI Models & Reports Study initiated in January 08 Report Published in March 08 Sent out 1000 invitations, received 150+ responses Participants included: large software companies, large community destination sites, niche community sites, independent consultants platform providers Interactive marketing & advertising firms

Study initiated in January 08

Report Published in March 08

Sent out 1000 invitations, received 150+ responses

Participants included:

large software companies,

large community destination sites,

niche community sites,

independent consultants

platform providers

Interactive marketing & advertising firms

ROI Models & Reports Highlights Two main roles are clear: Community Manager and Community Moderator Strategy: 67% of respondents said they were actively developing a strategy Goal alignment: 59% felt Community Goals in line with Organization’s goals Measurements tools & techniques: Leaning heavily on “defaults” Metrics that are critical: Walk through highlights Reporting results: Stakeholders skew to C-level, satisfaction is mixed Elevator pitch: 2-3 points of value

Highlights

Two main roles are clear: Community Manager and Community Moderator

Strategy: 67% of respondents said they were actively developing a strategy

Goal alignment: 59% felt Community Goals in line with Organization’s goals

Measurements tools & techniques: Leaning heavily on “defaults”

Metrics that are critical: Walk through highlights

Reporting results: Stakeholders skew to C-level, satisfaction is mixed

Elevator pitch: 2-3 points of value

ROI Models & Reports Q10: Please briefly describe your staff resources including full-time employees, contractors, and outsourced functions. Crucial Roles: Community Manager & Moderator Community Manager: drives features, content and activity programs, technical (platform) decisions, metrics collection and reporting. Moderator: a community liaison, advocate, and “keeper / enforcer” of the rules. Avg 6.6 full time employees (88 Respondents)

Q10: Please briefly describe your staff resources including full-time employees, contractors, and outsourced functions.

Crucial Roles: Community Manager & Moderator

Community Manager: drives features, content and activity programs, technical (platform) decisions, metrics collection and reporting.

Moderator: a community liaison, advocate, and “keeper / enforcer” of the rules.

Avg 6.6 full time employees (88 Respondents)

ROI Models & Reports Q12: Community Strategy in Place?

Q12: Community Strategy in Place?

ROI Models & Reports Q14: Community / Corp Goal Alignment

Q14: Community / Corp Goal Alignment

ROI Models & Reports Q15: Measurement Tools & Techniques

Q15: Measurement Tools & Techniques

ROI Models & Reports Q16: Metrics Critical to Demonstrating ROI

Q16: Metrics Critical to Demonstrating ROI

ROI Models & Reports Q16: Metrics Critical to Demonstrating ROI

Q16: Metrics Critical to Demonstrating ROI

ROI Models & Reports Q16: Metrics Critical to Demonstrating ROI

Q16: Metrics Critical to Demonstrating ROI

ROI Models & Reports Q16: Metrics Critical to Demonstrating ROI

Q16: Metrics Critical to Demonstrating ROI

ROI Models & Reports Q17: Reporting Results

Q17: Reporting Results

ROI Models & Reports Q21: Satisfaction

Q21: Satisfaction

ROI Models & Reports Q21: Satisfaction

Q21: Satisfaction

ROI Models & Reports Q23: Compelling Sources of Value (a.k.a the “elevator pitch”) Faster and more efficient than customer support “ Using (discussion groups) is more efficient then email, telephones or fax. It saves us time and money and increases our ability to service the consumers in our sector.” Availability of information and content for specific areas of interest Increases site traffic / more engaged relationship with us “ Our members consume 49% more average page views per session every month than non-members.” “ Our community sites get more than 3 times the engagement for solutions, capabilities and use case content than our traditional sites.”

Q23: Compelling Sources of Value (a.k.a the “elevator pitch”)

Faster and more efficient than customer support

“ Using (discussion groups) is more efficient then email, telephones or fax. It saves us time and money and increases our ability to service the consumers in our sector.”

Availability of information and content for specific areas of interest

Increases site traffic / more engaged relationship with us

“ Our members consume 49% more average page views per session every month than non-members.”

“ Our community sites get more than 3 times the engagement for solutions, capabilities and use case content than our traditional sites.”

ROI Models & Reports Q23: Compelling Sources of Value (a.k.a the “elevator pitch”) Co-creation / co-learning “ We will have the opportunity to get first hand feedback on products and ideas for improvements and enhancements .” “ We have been able to gather more than a thousand best practices/lessons learned in two years use.” Lead Generation / Conversion “ When we enlist our community members to represent us physically or virtually, our reach and conversion metrics dramatically increase .” People are saving time / building skills by using our site: Build customer loyalty: Online community is growing our membership base

Q23: Compelling Sources of Value (a.k.a the “elevator pitch”)

Co-creation / co-learning

“ We will have the opportunity to get first hand feedback on products and ideas for improvements and enhancements .”

“ We have been able to gather more than a thousand best practices/lessons learned in two years use.”

Lead Generation / Conversion

“ When we enlist our community members to represent us physically or virtually, our reach and conversion metrics dramatically increase .”

People are saving time / building skills by using our site:

Build customer loyalty:

Online community is growing our membership base

ROI Models & Reports Q23: Compelling Sources of Value (a.k.a the “elevator pitch”) People are saving time / building skills by using our site: “ Our community members credit participation in our community with their increased skills in using our products .” Build customer loyalty: “ Employees who belong to the community almost never 'turn over'. They are consistently the best performers out in the stores.” “ We have doubled the size of our community membership in the last 6 months. 2 years ago, only 34% of our Company's upsells and renewals were also members of the Community. In 2007, 75% of our upsells and renewals were Community members.”

Q23: Compelling Sources of Value (a.k.a the “elevator pitch”)

People are saving time / building skills by using our site:

“ Our community members credit participation in our community with their increased skills in using our products .”

Build customer loyalty:

“ Employees who belong to the community almost never 'turn over'. They are consistently the best performers out in the stores.”

“ We have doubled the size of our community membership in the last 6 months. 2 years ago, only 34% of our Company's upsells and renewals were also members of the Community. In 2007, 75% of our upsells and renewals were Community members.”

Discussion Open for questions

Open for questions

Thanks for participating! Next Roundtable in June!

Next Roundtable in June!