ROI Critical Success Factors M Lees Ps Group Community 2.0 2009

Challenges in Determining ROI • Attribution • Health Metrics / Anecdotal Information • Thinking that Special Metrics are Needed • Cross-Organizational Issues • You are Unique • Connecting the Dots Page 3 © 2009 Patricia Seybold Group

Types of Online Community ROI • Revenue – (Direct/Indirect, Short-Term/Long-Term) • Cost Reduction • Customer Satisfaction and Loyalty • Customer Insight • Early Warning • Brand Image • Employee Productivity Page 4 © 2009 Patricia Seybold Group

The 10 CSFs 1. Community “Ownership” 2. Business Goals 3. Customer Goals 4. Organizational Buy-In 5. Personnel 6. Budget 7. Technology 8. Customer Engagement 9. Organizational Communication 10. Analytical Tools and Processes Page 5 © 2009 Patricia Seybold Group

1. Community “Ownership” “You may own the software, but community owns itself.” – Clay Shirkey • Save time (i.e., reduce costs) and improve efficiency (i.e., increase employee productivity) by having effective leadership that eliminates redundancy and confusion • Improve customer satisfaction by getting their questions answered and problems solved more quickly and effectively (without having internal turf wars) • Improve organizational learning by ensuring that the right people within the company get the right information Page 6 © 2009 Patricia Seybold Group

2. Business Goals • Focus on avenues of ROI that are in line with your business goals • Ensure that resources and technology are appropriate and aligned with business goals • Improve customer satisfaction by clearly communicating what the community is about and setting customer expectations Page 7 © 2009 Patricia Seybold Group

3. Customer Goals • Help customers successfully achieve their goals • Successful customers are satisfied ones; they’ll be more likely to: – remain customers over time – provide their insights and opinions – be brand representatives who spread the word with their friends and associates, and so on) Page 8 © 2009 Patricia Seybold Group

4. Organizational Buy-In • Ensure that all potential opportunities for community ROI are investigated and have the attention of someone from within the organization • Ensure that customers concerns, insights, and early warnings are heard, taken seriously, and acted upon • Contribute to a culture of mutual trust and respect between customers and community members, thereby enhancing the brand image and increasing customer satisfaction and loyalty Page 9 © 2009 Patricia Seybold Group

5. Personnel • Ensure that customer problems, insights, and early warnings are observed and brought to the attention of the appropriate people within the organization • Improve brand image and increase customer satisfaction by ensuring that the community operates smoothly and transparently as a friendly, inclusive, collaborative environment • Ensure that all questions posted within the community receive responses, resulting in both increased customer satisfaction and a deeper knowledgebase of questions and answers Page 10 © 2009 Patricia Seybold Group

6. Budget • Ensure that the right technology platform is implemented and can be integrated effectively with your corporate Web site and business systems • Help you extend the brand and acquire new customers (lead generation) by being able to run promotional campaigns and marketing efforts • Support all areas of ROI by ensuring that sufficient resources are in place Page 11 © 2009 Patricia Seybold Group

7. Technology • Enhance lead generation and increase awareness through increased traffic by ensuring that the wealth of user-generated content is indexed effectively by Google and other major search engines • Increase both participation and customer satisfaction by making it easier for community members to participate with the community and successfully meet their own objectives (e.g., it will make it easier for them to provide insights, let you know about issues and concerns, find answers to their questions and solutions to their problems, tell others about the community, etc.) • Make it easier for the community team to administer, moderate, analyze, and report on the community • Make it easier for your colleagues (particularly subject-matter experts), to observe and interact with the community; this can increase productivity Page 12 © 2009 Patricia Seybold Group

8. Customer Engagement • Provide advertising and sponsorship opportunities • Increase customer loyalty by providing useful information and programs of interest and practical use • Increase customer satisfaction by letting customers know their input and perspectives are valued by your company • Generate customer insights and market research Page 13 © 2009 Patricia Seybold Group

9. Organizational Communication • Ensure that all potential opportunities for ROI are identified within the organization • Enable innovation and increase internal awareness of customer problems, concerns, and needs • Help the company prepare for and mitigate potential brand, product, and service disasters by managing the community-driven early-warning system Source: roland / BarCamp AMS 2005 Opening – 35 (http://www.flickr.com/photos/roland/54381130) Page 14 © 2009 Patricia Seybold Group

10. Analytical Tools and Processes • Help you calculate community ROI; they let you know how you’re doing and identify areas for improvement • Help you attribute business successes to the community (as appropriate) • Show when you move the needle (when results actually can be linked directly to the community) Source: storem / BMW 320d speedometer (http://www.flickr.com/photos/storem/129963685) Page 15 © 2009 Patricia Seybold Group

The Patricia Seybold Group Making it easier for your customers to get things done… Matthew Lees Patty Seybold mlees@customers.com pseybold@customers.com “Outside Innovation is a landmark book in its revelations on customer-led innovation.” -- Tom Stemberg, Founder/Former CEO of Staples Page 17 © 2009 Patricia Seybold Group

ROI Critical Success Factors M Lees Ps Group Community 2.0 2009

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