The State of Online Community 2008 : Key Findings from the Online Community Research Network

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Highlights from the Online Community Research Network 2008 series. Over 1000 organizations have participated to date. Results cover ROI, Metrics, Executive attitudes, Staffing, Compensation and …

Highlights from the Online Community Research Network 2008 series. Over 1000 organizations have participated to date. Results cover ROI, Metrics, Executive attitudes, Staffing, Compensation and outlook for 2009.

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  • Hi Bill, nice presentation. I'm intrigued that on slide 19 the ratio of participation has never seemed to change for many, many years no matter how much the Online Community space has grown. It would be interesting to see participation number compared across different types of Online community. Say, forum vs. chat vs. Q&A vs. MMORPG vs. social gaming... etc...

    -Kent
    www.productionscale.com
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  • Good morning. I’m Bill Johnston, Chief Community Officer for Forum One Networks This event is particularly well timed, as interest in online communities for the enterprise is at an all time high, as our expectations about community performance and return. I’m here today to share with you highlights from our research into online communities. As part of my role with Forum One, I drive the Online Community Research Network, which an extended network of online community professionals collaborating on best practice research. Members of the network include Adobe, Autodesk, American Express, Edmunds, Google, IBM, MS, Sony and Yahoo. We conduct 6 studies a year, on topics ranging from online community metrics, to community roi, to issues about community staffing. In addition to the research network, we also conduct in person events and do a bit of consulting. I’d like to keep this as conversational as possible, so since we are a small group, feel free to stop me with questions. We will also have time at the end of the session discussions. Sound good?

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  • 1. Bill Johnston Chief Community Officer Forum One Networks The State of Online Community 2008 Key Findings from the Online Community Research Network
  • 2.
      • Today’s Hosts
      • Bill Johnston - Chief Community Officer, Forum One
      • Jim Cashel - Chairman and Co-founder, Forum One
  • 3.
      • 10 Key Findings From 2008
      • 1 - Community Strategy
      • 2 - Community Ownership
      • 3 - Community as an Ecosystem
      • 4 - Metrics
      • 5 - Dimensions of Value - The Elevator Question
      • 6 - Reporting
      • 7 - Budgets & Headcount
      • 8 - Evolving Role of Management & Moderation
      • 9 - Compensation
      • 10 - Unmet Expectations
  • 4. 1. Most Orgs / no strategy
    • 1. Most Organizations Do Not Have A Comprehensive Strategy. Source: Online Community ROI: Models and Reports - March 2008.
  • 5. 2. Marketing owns community 2. Marketing Typically “Owns” Online Community Source: Online Community Marketing, Growth & Engagement - July 2008.
  • 6. 3. Ecosystem 3. Community Engagement - an Ecosystem Approach
  • 7. Ecosystem Diagram Corporate Site Mass Social Media (Facebook, You Tube, Linked In…) Independent Blogs Bloggs Independent Communities Local User Groups Events Meetups Blogs Community Portal Idea Generation Discussion Groups
  • 8. 4. Metrics 4. Metrics are a mix of Quantitative & Qualitative. Engagement is Key. Source: Online Community Marketing, Growth & Engagement - July 2008.
  • 9. Engagement
    • 4. Metrics are a mix of Quantitative & Qualitative. Engagement is Key. Source: Online Community Marketing, Growth & Engagement - July 2008. An ideal community engagement metric:
    • Amount of activity on site
    • Number and type of content items created
    • Number of connections / relationships created
    • Time on site
    • Frequency of visits
    • Recommendations & Referrals
  • 10. 5. Dimensions of Value
    • 5. Key Sources of Value (The “Elevator” Question) Source: Online Community ROI & Reporting Models - March 2008.
      • Cost Reduction / Faster Support
        • “ T he ROI on employee time devoted to the forums far exceeds the returns on the usual support methods. ”
      • Larger Body of Knowledge
        • “ You won't find this content anywhere else - written by our members to raise best practice within vendors”
      • Co-creation / Co-learning
        • W e have been able to gather more than a thousand best practices/lessons learned in two years use. ”
  • 11. 5. Dimensions of Value
    • 5. Key Sources of Value (The “Elevator” Question) Source: Online Community ROI & Reporting Models - March 2008.
      • Increased Engagement
        • “ The more we invest into community, the more organic traffic we get. ”
      • Lead Generation / Conversion
        • “ W hen we enlist our community members to represent us physically or virtually, our reach and conversion metrics dramatically increase.”
      • Building Customer Loyalty
        • “ Offering a community to your clients where they can speak to you and each other significantly increases customer loyalty.”
  • 12. 6. Reporting to C-level / results mixed 6. Results Reported to Senior Staff / Satisfaction is mixed. Source: Online Community Marketing, Growth & Engagement - July 2008.
  • 13. 6. Reporting to C-level / results mixed 6. Results Reported to Senior Staff / Satisfaction is mixed Source: Online Community Marketing, Growth & Engagement - July 2008. Q: Are you getting pressure to modify data sets or to find new sources of value?
  • 14. 7. Budgets & Headcount
      • 7. Budgets & Headcount
      • Source: Online Community Marketing, Growth & Engagement - July 2008.
      • Budgets (average)
        • Commercial ~$350k
        • Non-Profits ~$50k
      • Headcount (average)
        • Commercial - 5 FTEs
        • Non Profits - 2 FTEs
  • 15. 8. Community Managers
    • 8. Community Managers Lead the Charge; Roles Evolving Source: Online Community Marketing, Growth & Engagement - July 2008.
    • 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. Up and coming:
    • Community Strategist
    • Chief Community Officer?
  • 16. 9. Community Team Compensation
      • 9. Compensation
      • Source : Online Community Compensation - August 2008.
      • 225 Respondents: Female (55%) vs. Male (45%)
      • Majority (61%) ranged in age from 31-50 years of age
      • Most of the respondents:
        • 5 years of experience
        • Bachelors Degree
        • Work 45-50 hours per week
  • 17. 9. Community Team Compensation
      • 9. Compensation
      • Source: Online Community Compensation - August 2008.
      • Mean Salary $81k with a median of $72.5k
  • 18. 9. Community Team Compensation
      • 9. Compensation
      • So urce: Online Community Compensation - August 2008.
      • Ranges
  • 19. 9. Community Team Compensation
      • 9. Compensation
      • Source: Online Community Compensation - August 2008.
  • 20. 10. Where communities miss
      • 10. Not Meeting Expectations
      • % of “Base” engaged - typically 1-5%
      • Participation
        • 90% passive consumers
        • 9% active participants
        • 1% creators
      • Customer generated media
      • Self Direction / Self sustaining activity
      • Cost / Planning
  • 21. 2009
      • Looking Forward to 2009
      • The effects of recession
      • Platform providers
      • Influencer programs
      • Improved metrics
      • Convergence of corporate site  / community presence
      • SMO / Reputation management
      • Offline / online integration
      • Internationalization
      • Green / Sustainability / CSR
  • 22. Resources
      • Resources
    • Online Community Unconference East – NYC 2/11
    • http://forumonenetworks.com/ocue09
    • Online Community Business Forum – Sonoma, CA 3/19-20
    • http://forumonenetworks.com/ocbf09
    • Online Community Report http://www.onlinecommunityreport.com
    • Online Community Research Network http://www.onlinecommunityresearch.com
  • 23. QA
      • Q&A
      • [email_address]
  • 24. F1N - logo
  • 25.
      • Forum One Networks
      • Events
        • Online Community Unconference East – 2/11 in NYC http://forumonenetworks.com/ocue09
        • Online Community Business Forum – 3/19-20 in Sonoma, CA http://forumonenetworks.com/ocbf09
      • Research
        • Online Community Compensation
        • Community ROI
      • Services
        • Community Strategy, Metrics, ROI & Reporting Frameworks