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The Business Impact of Communities 
Loree Draude, Head of AdWords Communities and Social Engagement 
Google Confidential G...
68% of consumers are more 
likely to adopt a product or 
feature if it is endorsed by 
other users 
Source: Nielsen, chart...
84% trust recommendations 
from people they know versus 
69% who trust information 
from a branded website 
Source: Nielse...
What are your business goals?
Impact Index 
Branding 
CSat 
Feedback 
Early 
Deflected UTCs 
Warning Alerts 
Feature 
uptakes
Branding/Googleyness - Improve sentiment, user trust
Customer Satisfaction
Feedback: Actionable for Marketing/Product/Services
Alerting - Early warning alerts to Product/Services
Troubleshooting - Deflected UTCs
Cost savings of deflected UTCs: online self-help vs. high 
touch support 
Successful Answer (SA) Force Multiplier (FM) 
1:...
Cost savings of deflected UTCs: online self-help vs. high 
touch support 
Successful Answer Force Multiplier 
! ? A 
Solve...
Advertiser views a 
recommendation 
adds a feature to AdWords 
account 
Feature Uptakes: Driving revenue
How do you measure success?
Questions?
Loree Draude - How To Measure The ROI Of Your B2B Community
Loree Draude - How To Measure The ROI Of Your B2B Community
Loree Draude - How To Measure The ROI Of Your B2B Community
Loree Draude - How To Measure The ROI Of Your B2B Community
Loree Draude - How To Measure The ROI Of Your B2B Community
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Loree Draude - How To Measure The ROI Of Your B2B Community

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Google's Head of Community, Loree Draude, guides you through the process of measuring the return on investment of B2B community. This applies a specific, useful, and detailed formula that is widely used by Google Adwords communities

Published in: Marketing
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Loree Draude - How To Measure The ROI Of Your B2B Community

  1. 1. The Business Impact of Communities Loree Draude, Head of AdWords Communities and Social Engagement Google Confidential Goog laen Cd oPnrfoidperinettiarl ya nd Proprietary
  2. 2. 68% of consumers are more likely to adopt a product or feature if it is endorsed by other users Source: Nielsen, chart Trust in Advertising”, Sep 2013
  3. 3. 84% trust recommendations from people they know versus 69% who trust information from a branded website Source: Nielsen, chart Trust in Advertising”, Sep 2013
  4. 4. What are your business goals?
  5. 5. Impact Index Branding CSat Feedback Early Deflected UTCs Warning Alerts Feature uptakes
  6. 6. Branding/Googleyness - Improve sentiment, user trust
  7. 7. Customer Satisfaction
  8. 8. Feedback: Actionable for Marketing/Product/Services
  9. 9. Alerting - Early warning alerts to Product/Services
  10. 10. Troubleshooting - Deflected UTCs
  11. 11. Cost savings of deflected UTCs: online self-help vs. high touch support Successful Answer (SA) Force Multiplier (FM) 1:1 Resolved Community cases: ● Threads x % AS* x Cost/Case1 1:M Resolved Community cases: ● PVs x RR** x Cost/Case ! ? A Solved 1. Cost/Case as an average of support channels: i.e. phone, email, chat ! ? A Solved RR *AS = Accepted Solution **RR = Resolution Rate
  12. 12. Cost savings of deflected UTCs: online self-help vs. high touch support Successful Answer Force Multiplier ! ? A Solved ! ? A Solved RR 1:1 Resolved Community cases: ● Threads x % AS* x Cost/Case1 1:M Resolved Community cases: ● PVs x RR** x Cost/Case *AS = Accepted Solution **RR = Resolution Rate 1. Cost/Case as an average of support channels: i.e. phone, email, chat
  13. 13. Advertiser views a recommendation adds a feature to AdWords account Feature Uptakes: Driving revenue
  14. 14. How do you measure success?
  15. 15. Questions?

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