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Connie Bensen, Techrigy
<ul><li>Step 1: Identify Business Objectives </li></ul><ul><li>Step 2: Decide on Priorities  </li></ul><ul><li>Step 3: Cho...
<ul><li>Generate more word of mouth </li></ul><ul><li>Increase customer loyalty </li></ul><ul><li>Bring outside ideas into...
<ul><li>Prioritize the Business Objectives in order of importance </li></ul><ul><ul><li>What keeps your boss up at night? ...
<ul><li>Generate more word of mouth <1 </li></ul><ul><li>Increase customer loyalty <4 </li></ul><ul><li>Bring outside idea...
<ul><li>What percentage of increase is wanted?  </li></ul><ul><ul><li>Estimate at first </li></ul></ul><ul><ul><li>Use to ...
<ul><li>Activity on site </li></ul><ul><ul><li>Number of visitors & repeat visitors </li></ul></ul><ul><ul><li>Number of r...
<ul><li>Web Analytics </li></ul><ul><ul><li>Google Analytics, StatCounter, getclicky </li></ul></ul><ul><ul><li>Proprietar...
<ul><li>Gather testimonials </li></ul><ul><ul><li>Marketing use </li></ul></ul><ul><ul><li>Product development & use cases...
<ul><li>Quantitative </li></ul><ul><ul><li>Use to calculate progress (% increase) </li></ul></ul><ul><li>Choose 1 measurem...
<ul><li>Ongoing  </li></ul><ul><ul><li>Note & report customer requests needing immediate assistance </li></ul></ul><ul><ul...
<ul><li>Outline the following & provide recommendations based on them: </li></ul><ul><li>Ongoing definition of objectives ...
<ul><li>Building a B2B Community </li></ul><ul><ul><li>Connie Bensen at Techrigy  </li></ul></ul><ul><li>Building a B2C Co...
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 <ul><li>Brand Awareness </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Public Relations & ...
<ul><li>Get Started Today! </li></ul><ul><li>Use the five steps to establish the metrics </li></ul><ul><ul><li>Identify Bu...
<ul><li>Contact info: </li></ul><ul><li>Connie Bensen </li></ul><ul><li>Chief Community Officer, Techrigy </li></ul><ul><l...
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Metrics and Measuring Success in Online Communities

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Metrics and Measuring Success in Online Communities

  1. 1. Connie Bensen, Techrigy
  2. 2. <ul><li>Step 1: Identify Business Objectives </li></ul><ul><li>Step 2: Decide on Priorities </li></ul><ul><li>Step 3: Choose What to Measure & Tools </li></ul><ul><ul><li>Quantitative </li></ul></ul><ul><ul><li>Qualitative </li></ul></ul><ul><li>Step 4: Benchmark </li></ul><ul><li>Step 5: Identifying Trends & Reporting </li></ul>
  3. 3. <ul><li>Generate more word of mouth </li></ul><ul><li>Increase customer loyalty </li></ul><ul><li>Bring outside ideas into organization </li></ul><ul><li>Increase product/brand awareness </li></ul><ul><li>Improve new product success ratios </li></ul><ul><li>Improve public relations effectiveness </li></ul><ul><li>Reduce customer acquisition costs </li></ul><ul><li>Reduce customer support costs </li></ul><ul><li>Reduce market research costs </li></ul><ul><li>Reduce product development costs </li></ul>
  4. 4. <ul><li>Prioritize the Business Objectives in order of importance </li></ul><ul><ul><li>What keeps your boss up at night? </li></ul></ul><ul><ul><li>What are the competitive threats? </li></ul></ul><ul><li>This identifies goals to measure </li></ul>
  5. 5. <ul><li>Generate more word of mouth <1 </li></ul><ul><li>Increase customer loyalty <4 </li></ul><ul><li>Bring outside ideas into organization <5 </li></ul><ul><li>Increase product/brand awareness <2 </li></ul><ul><li>Improve new product success ratios </li></ul><ul><li>Improve public relations effectiveness <3 </li></ul><ul><li>Reduce customer acquisition costs </li></ul><ul><li>Reduce customer support costs </li></ul><ul><li>Reduce market research costs </li></ul><ul><li>Reduce product development costs </li></ul>
  6. 6. <ul><li>What percentage of increase is wanted? </li></ul><ul><ul><li>Estimate at first </li></ul></ul><ul><ul><li>Use to set goals </li></ul></ul><ul><ul><li>Translate into for business needs </li></ul></ul><ul><li>Examples: </li></ul><ul><ul><li>Marketing – increased product awareness & WOM (ROI is the # of additional sales) </li></ul></ul><ul><ul><li>PR – improved brand sentiment (ROI = additional customer loyalty) </li></ul></ul><ul><ul><li>Product research (ROI = the difference in time it used to take) </li></ul></ul><ul><ul><li>Decreased support calls by X% (ROI = the cost savings) </li></ul></ul>
  7. 7. <ul><li>Activity on site </li></ul><ul><ul><li>Number of visitors & repeat visitors </li></ul></ul><ul><ul><li>Number of registered users versus active </li></ul></ul><ul><ul><li>Frequency of posting & number of comments </li></ul></ul><ul><ul><li>Types of searches </li></ul></ul><ul><li>Number & type of content created </li></ul><ul><li>Number of relationships created </li></ul><ul><li>Usage of features </li></ul><ul><li>Number of subscriptions via email & rss </li></ul><ul><li>Increase in SEO rank </li></ul>
  8. 8. <ul><li>Web Analytics </li></ul><ul><ul><li>Google Analytics, StatCounter, getclicky </li></ul></ul><ul><ul><li>Proprietary to community </li></ul></ul><ul><ul><li>Social Media Monitoring </li></ul></ul><ul><ul><li>Free tools such as Google Alerts, SearchTwitter.com, </li></ul></ul><ul><ul><li>Tweetbeep </li></ul></ul><ul><ul><li>Professional tools such as Techrigy, Radian6, TruCast </li></ul></ul><ul><ul><li>Social Search Tools – Delver, WhosTalkin?, Samepoint, Socialmention, Serph, OneRiot </li></ul></ul><ul><ul><ul><li>Net Promoter Score (NPS) </li></ul></ul></ul><ul><ul><li>Survey tool used to measure sentiment about the brand </li></ul></ul><ul><ul><li>http://www.netpromoter.com/calculate/nps.php </li></ul></ul>
  9. 9. <ul><li>Gather testimonials </li></ul><ul><ul><li>Marketing use </li></ul></ul><ul><ul><li>Product development & use cases </li></ul></ul><ul><ul><li>Identify brand advocates </li></ul></ul><ul><ul><li>Appreciation for customer service </li></ul></ul><ul><li>Document link to source for follow-up </li></ul>
  10. 10. <ul><li>Quantitative </li></ul><ul><ul><li>Use to calculate progress (% increase) </li></ul></ul><ul><li>Choose 1 measurement per business objective </li></ul><ul><li>What are other departments measuring? </li></ul><ul><ul><li>Collaborate if others are already gathering info </li></ul></ul>
  11. 11. <ul><li>Ongoing </li></ul><ul><ul><li>Note & report customer requests needing immediate assistance </li></ul></ul><ul><ul><li>Identify topics requiring FAQ’s or blog posts </li></ul></ul><ul><li>Monthly </li></ul><ul><ul><li>Marketing /Public Relations </li></ul></ul><ul><ul><li>Feedback on connection of messaging </li></ul></ul><ul><ul><li>Identify sites for potential partnerships </li></ul></ul><ul><ul><li>Report on time periods of high traffic </li></ul></ul><ul><ul><li>Feedback on brand sentiment </li></ul></ul><ul><li>Executive/Management </li></ul><ul><ul><li>Overview of brand sentiment & competitive analysis </li></ul></ul><ul><ul><li>Offer insight/suggestions on future trends & key industry topics </li></ul></ul>
  12. 12. <ul><li>Outline the following & provide recommendations based on them: </li></ul><ul><li>Ongoing definition of objectives (established from goals of the position) </li></ul><ul><li>Interaction - Trends in members, topics, discovery of new communities </li></ul><ul><li>Qualitative Quotes - helpful for feedback & marketing </li></ul><ul><li>Recommendations - Based on interactions with the customers </li></ul><ul><li>Benchmark based on previous report </li></ul><ul><li>Web analytics (unless someone else is tracking them) </li></ul><ul><li>Social Web analytics </li></ul>
  13. 13. <ul><li>Building a B2B Community </li></ul><ul><ul><li>Connie Bensen at Techrigy </li></ul></ul><ul><li>Building a B2C Community </li></ul><ul><ul><li>Kellie Parker, Sega America </li></ul></ul>
  14. 14. Connie Bensen Chief Community Officer, Techrigy NewComm Forum - April 27, 2009
  15. 15. Value & ROI of Community
  16. 16. Sources of Conversations
  17. 17. Web Traffic Google Analytics vs Social Web Techrigy SM2
  18. 18. Our Communities After 6 mo’s: Freemiums increased by 5.8 times Customers increased by 4.33 times
  19. 19. Return on Community Building <ul><li>Brand Awareness </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Public Relations & Marketing via </li></ul><ul><li>Social Media </li></ul><ul><li>Shorter sales process </li></ul><ul><li>Shorter dev’t cycle </li></ul><ul><li>Upselling </li></ul>
  20. 20. <ul><li>Get Started Today! </li></ul><ul><li>Use the five steps to establish the metrics </li></ul><ul><ul><li>Identify Business Objectives </li></ul></ul><ul><ul><li>Prioritize </li></ul></ul><ul><ul><li>Choose What to Measure & your Tools </li></ul></ul><ul><ul><li>Benchmark now </li></ul></ul><ul><ul><li>Identify Trends & Report on Them </li></ul></ul>
  21. 21. <ul><li>Contact info: </li></ul><ul><li>Connie Bensen </li></ul><ul><li>Chief Community Officer, Techrigy </li></ul><ul><li>[email_address] </li></ul><ul><li>@cbensen </li></ul>

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