Online Community ROI: Models and Reporting

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I gave this presentation to our Online Community Research Network in March. The content is based on our Online Community ROI: Models and Reporting study

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  • Online Community ROI: Models and Reporting

    1. 1. April Roundtable Webcast 4.3.2008
    2. 2. Welcome <ul><li>Introductions </li></ul><ul><li>Housekeeping </li></ul><ul><li>Research Highlights: Online Community ROI Models and Reports </li></ul><ul><li>Report Back from SxSWi - Jake McKee </li></ul>
    3. 3. Introductions <ul><li>Your Name (I’ll call on you) </li></ul><ul><li>Your Organization </li></ul><ul><li>Your Title </li></ul><ul><li>What is the most challenging ROI or Value reporting issue that you are struggling with? </li></ul>
    4. 4. Housekeeping <ul><li>Online Community Research Network site </li></ul><ul><ul><li>Members Directory </li></ul></ul><ul><ul><li>Request Advice </li></ul></ul><ul><ul><li>Documents - being updated weekly </li></ul></ul><ul><li>Blogging policy </li></ul><ul><ul><li>Please do! </li></ul></ul><ul><li>Next Topic: Online Community Marketing, Growth and Engagement </li></ul><ul><li>Sponsors: </li></ul>
    5. 5. ROI Models & Reports <ul><li>Study initiated in January 08 </li></ul><ul><li>Report Published in March 08 </li></ul><ul><li>Sent out 1000 invitations, received 150+ responses </li></ul><ul><li>Participants included: </li></ul><ul><ul><li>large software companies, </li></ul></ul><ul><ul><li>large community destination sites, </li></ul></ul><ul><ul><li>niche community sites, </li></ul></ul><ul><ul><li>independent consultants </li></ul></ul><ul><ul><li>platform providers </li></ul></ul><ul><ul><li>Interactive marketing & advertising firms </li></ul></ul>
    6. 6. ROI Models & Reports <ul><li>Highlights </li></ul><ul><li>Two main roles are clear: Community Manager and Community Moderator </li></ul><ul><li>Strategy: 67% of respondents said they were actively developing a strategy </li></ul><ul><li>Goal alignment: 59% felt Community Goals in line with Organization’s goals </li></ul><ul><li>Measurements tools & techniques: Leaning heavily on “defaults” </li></ul><ul><li>Metrics that are critical: Walk through highlights </li></ul><ul><li>Reporting results: Stakeholders skew to C-level, satisfaction is mixed </li></ul><ul><li>Elevator pitch: 2-3 points of value </li></ul>
    7. 7. ROI Models & Reports <ul><li>Q10: Please briefly describe your staff resources including full-time employees, contractors, and outsourced functions. </li></ul><ul><li>Crucial Roles: Community Manager & Moderator </li></ul><ul><ul><li>Community Manager: drives features, content and activity programs, technical (platform) decisions, metrics collection and reporting. </li></ul></ul><ul><ul><li>Moderator: a community liaison, advocate, and “keeper / enforcer” of the rules. </li></ul></ul><ul><li>Avg 6.6 full time employees (88 Respondents) </li></ul>
    8. 8. ROI Models & Reports <ul><li>Q12: Community Strategy in Place? </li></ul>
    9. 9. ROI Models & Reports <ul><li>Q14: Community / Corp Goal Alignment </li></ul>
    10. 10. ROI Models & Reports <ul><li>Q15: Measurement Tools & Techniques </li></ul>
    11. 11. ROI Models & Reports <ul><li>Q16: Metrics Critical to Demonstrating ROI </li></ul>
    12. 12. ROI Models & Reports <ul><li>Q16: Metrics Critical to Demonstrating ROI </li></ul>
    13. 13. ROI Models & Reports <ul><li>Q16: Metrics Critical to Demonstrating ROI </li></ul>
    14. 14. ROI Models & Reports <ul><li>Q16: Metrics Critical to Demonstrating ROI </li></ul>
    15. 15. ROI Models & Reports <ul><li>Q17: Reporting Results </li></ul>
    16. 16. ROI Models & Reports <ul><li>Q21: Satisfaction </li></ul>
    17. 17. ROI Models & Reports <ul><li>Q21: Satisfaction </li></ul>
    18. 18. ROI Models & Reports <ul><li>Q23: Compelling Sources of Value (a.k.a the “elevator pitch”) </li></ul><ul><li>Faster and more efficient than customer support </li></ul><ul><ul><ul><li>“ 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.” </li></ul></ul></ul><ul><li>Availability of information and content for specific areas of interest </li></ul><ul><li>Increases site traffic / more engaged relationship with us </li></ul><ul><ul><ul><li>“ Our members consume 49% more average page views per session every month than non-members.” </li></ul></ul></ul><ul><ul><ul><li>“ Our community sites get more than 3 times the engagement for solutions, capabilities and use case content than our traditional sites.” </li></ul></ul></ul>
    19. 19. ROI Models & Reports <ul><li>Q23: Compelling Sources of Value (a.k.a the “elevator pitch”) </li></ul><ul><li>Co-creation / co-learning </li></ul><ul><ul><ul><li>“ We will have the opportunity to get first hand feedback on products and ideas for improvements and enhancements .” </li></ul></ul></ul><ul><ul><ul><li>“ We have been able to gather more than a thousand best practices/lessons learned in two years use.” </li></ul></ul></ul><ul><li>Lead Generation / Conversion </li></ul><ul><ul><ul><li>“ When we enlist our community members to represent us physically or virtually, our reach and conversion metrics dramatically increase .” </li></ul></ul></ul><ul><li>People are saving time / building skills by using our site: </li></ul><ul><li>Build customer loyalty: </li></ul><ul><li>Online community is growing our membership base </li></ul>
    20. 20. ROI Models & Reports <ul><li>Q23: Compelling Sources of Value (a.k.a the “elevator pitch”) </li></ul><ul><li>People are saving time / building skills by using our site: </li></ul><ul><ul><ul><li>“ Our community members credit participation in our community with their increased skills in using our products .” </li></ul></ul></ul><ul><li>Build customer loyalty: </li></ul><ul><ul><ul><li>“ Employees who belong to the community almost never 'turn over'. They are consistently the best performers out in the stores.” </li></ul></ul></ul><ul><ul><ul><li>“ 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.” </li></ul></ul></ul>
    21. 21. Discussion <ul><li>Open for questions </li></ul>
    22. 22. Thanks for participating! <ul><li>Next Roundtable in June! </li></ul>

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