Connie Bensen, Techrigy

Step 1: Identify Business Objectives Step 2: Decide on Priorities Step 3: Choose What to Measure & Tools Quantitative Qualitative Step 4: Benchmark Step 5: Identifying Trends & Reporting

Step 1: Identify Business Objectives

Step 2: Decide on Priorities

Step 3: Choose What to Measure & Tools

Quantitative

Qualitative

Step 4: Benchmark

Step 5: Identifying Trends & Reporting

Generate more word of mouth Increase customer loyalty Bring outside ideas into organization Increase product/brand awareness Improve new product success ratios Improve public relations effectiveness Reduce customer acquisition costs Reduce customer support costs Reduce market research costs Reduce product development costs

Generate more word of mouth

Increase customer loyalty

Bring outside ideas into organization

Increase product/brand awareness

Improve new product success ratios

Improve public relations effectiveness

Reduce customer acquisition costs

Reduce customer support costs

Reduce market research costs

Reduce product development costs

Prioritize the Business Objectives in order of importance What keeps your boss up at night? What are the competitive threats? This identifies goals to measure

Prioritize the Business Objectives in order of importance

What keeps your boss up at night?

What are the competitive threats?

This identifies goals to measure

Generate more word of mouth <1 Increase customer loyalty <4 Bring outside ideas into organization <5 Increase product/brand awareness <2 Improve new product success ratios Improve public relations effectiveness <3 Reduce customer acquisition costs Reduce customer support costs Reduce market research costs Reduce product development costs

Generate more word of mouth <1

Increase customer loyalty <4

Bring outside ideas into organization <5

Increase product/brand awareness <2

Improve new product success ratios

Improve public relations effectiveness <3

Reduce customer acquisition costs

Reduce customer support costs

Reduce market research costs

Reduce product development costs

What percentage of increase is wanted? Estimate at first Use to set goals Translate into for business needs Examples: Marketing – increased product awareness & WOM (ROI is the # of additional sales) PR – improved brand sentiment (ROI = additional customer loyalty) Product research (ROI = the difference in time it used to take) Decreased support calls by X% (ROI = the cost savings)

What percentage of increase is wanted?

Estimate at first

Use to set goals

Translate into for business needs

Examples:

Marketing – increased product awareness & WOM (ROI is the # of additional sales)

PR – improved brand sentiment (ROI = additional customer loyalty)

Product research (ROI = the difference in time it used to take)

Decreased support calls by X% (ROI = the cost savings)

Activity on site Number of visitors & repeat visitors Number of registered users versus active Frequency of posting & number of comments Types of searches Number & type of content created Number of relationships created Usage of features Number of subscriptions via email & rss Increase in SEO rank

Activity on site

Number of visitors & repeat visitors

Number of registered users versus active

Frequency of posting & number of comments

Types of searches

Number & type of content created

Number of relationships created

Usage of features

Number of subscriptions via email & rss

Increase in SEO rank

Web Analytics Google Analytics, StatCounter, getclicky Proprietary to community Social Media Monitoring Free tools such as Google Alerts, SearchTwitter.com, Tweetbeep Professional tools such as Techrigy, Radian6, TruCast Social Search Tools – Delver, WhosTalkin?, Samepoint, Socialmention, Serph, OneRiot Net Promoter Score (NPS) Survey tool used to measure sentiment about the brand http://www.netpromoter.com/calculate/nps.php

Web Analytics

Google Analytics, StatCounter, getclicky

Proprietary to community

Social Media Monitoring

Free tools such as Google Alerts, SearchTwitter.com,

Tweetbeep

Professional tools such as Techrigy, Radian6, TruCast

Social Search Tools – Delver, WhosTalkin?, Samepoint, Socialmention, Serph, OneRiot

Net Promoter Score (NPS)

Survey tool used to measure sentiment about the brand

http://www.netpromoter.com/calculate/nps.php

Gather testimonials Marketing use Product development & use cases Identify brand advocates Appreciation for customer service Document link to source for follow-up

Gather testimonials

Marketing use

Product development & use cases

Identify brand advocates

Appreciation for customer service

Document link to source for follow-up

Quantitative Use to calculate progress (% increase) Choose 1 measurement per business objective What are other departments measuring? Collaborate if others are already gathering info

Quantitative

Use to calculate progress (% increase)

Choose 1 measurement per business objective

What are other departments measuring?

Collaborate if others are already gathering info

Ongoing Note & report customer requests needing immediate assistance Identify topics requiring FAQ’s or blog posts Monthly Marketing /Public Relations Feedback on connection of messaging Identify sites for potential partnerships Report on time periods of high traffic Feedback on brand sentiment Executive/Management Overview of brand sentiment & competitive analysis Offer insight/suggestions on future trends & key industry topics

Ongoing

Note & report customer requests needing immediate assistance

Identify topics requiring FAQ’s or blog posts

Monthly

Marketing /Public Relations

Feedback on connection of messaging

Identify sites for potential partnerships

Report on time periods of high traffic

Feedback on brand sentiment

Executive/Management

Overview of brand sentiment & competitive analysis

Offer insight/suggestions on future trends & key industry topics

Outline the following & provide recommendations based on them: Ongoing definition of objectives (established from goals of the position) Interaction - Trends in members, topics, discovery of new communities Qualitative Quotes - helpful for feedback & marketing Recommendations - Based on interactions with the customers Benchmark based on previous report Web analytics (unless someone else is tracking them) Social Web analytics

Outline the following & provide recommendations based on them:

Ongoing definition of objectives (established from goals of the position)

Interaction - Trends in members, topics, discovery of new communities

Qualitative Quotes - helpful for feedback & marketing

Recommendations - Based on interactions with the customers

Benchmark based on previous report

Web analytics (unless someone else is tracking them)

Social Web analytics

Building a B2B Community Connie Bensen at Techrigy Building a B2C Community Kellie Parker, Sega America

Building a B2B Community

Connie Bensen at Techrigy

Building a B2C Community

Kellie Parker, Sega America

Connie Bensen Chief Community Officer, Techrigy NewComm Forum - April 27, 2009

Value & ROI of Community

Sources of Conversations

Web Traffic Google Analytics vs Social Web Techrigy SM2

Our Communities After 6 mo’s: Freemiums increased by 5.8 times Customers increased by 4.33 times

Return on Community Building Brand Awareness Word of Mouth Public Relations & Marketing via Social Media Shorter sales process Shorter dev’t cycle Upselling

Brand Awareness

Word of Mouth

Public Relations & Marketing via

Social Media

Shorter sales process

Shorter dev’t cycle

Upselling

Get Started Today! Use the five steps to establish the metrics Identify Business Objectives Prioritize Choose What to Measure & your Tools Benchmark now Identify Trends & Report on Them

Get Started Today!

Use the five steps to establish the metrics

Identify Business Objectives

Prioritize

Choose What to Measure & your Tools

Benchmark now

Identify Trends & Report on Them

Contact info: Connie Bensen Chief Community Officer, Techrigy [email_address] @cbensen

Contact info:

Connie Bensen

Chief Community Officer, Techrigy

[email_address]

@cbensen