Metrics and Measuring Success in Online Communities

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  • + jdojc Jason Dojc 5 months ago
    Hi Connie,

    Nice deck. Question. On slide 16, what software or web application did you use to generate that conversation map. I’ve been looking for something like that.
  • + teknochik Lynn Serafinn 5 months ago
    Thanks for this, Connie. Am following you now on Twitter and will be posting this there. @LynnSerafinn
  • + jvbiddington jvbiddington 5 months ago
    Thanks Angela - you are very generous in sharing your ideas - great slide show - and is so straightforward too
  • + AngelaConnor Angela Connor 6 months ago
    Great slide. I’m going to share it with my blog readers.
    Angela Connor | @communitygirl
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Metrics and Measuring Success in Online Communities - Presentation Transcript

  1. 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
    • 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
    • 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)
    • 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
    • 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
    • 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
    • Building a B2B Community
      • Connie Bensen at Techrigy
    • Building a B2C Community
      • Kellie Parker, Sega America
  2. Connie Bensen Chief Community Officer, Techrigy NewComm Forum - April 27, 2009
  3. Value & ROI of Community
  4. Sources of Conversations
  5. Web Traffic Google Analytics vs Social Web Techrigy SM2
  6. Our Communities After 6 mo’s: Freemiums increased by 5.8 times Customers increased by 4.33 times
  7. Return on Community Building
    • 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
    • Contact info:
    • Connie Bensen
    • Chief Community Officer, Techrigy
    • [email_address]
    • @cbensen

+ Connie BensenConnie Bensen, 6 months ago

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