Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The 2017 Community Value and Metrics Report

613 views

Published on

Want to understand the ROI of community? See what other companies are measuring and how often? Get a benchmark for where your community's measurement and value should be in this research report from CMX, sponsored by Influitive and Salesforce

Published in: Business
  • Be the first to comment

The 2017 Community Value and Metrics Report

  1. 1. Tracking Business Value and Measurement of Brand Communities THE 2017 COMMUNITY VALUE AND METRICS REPORT Tracking Business Value and Measurement of Brand Communities
  2. 2. About the Speakers Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Jane Doe @twitterhandle Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. John Doe @twitterhandle
  3. 3. DEFINING COMMUNITY
  4. 4. 4 Tracking Business Value and Measurement of Brand Communities How do you define a brand community in your organization? (select all that apply) (% of respondents) Has measurable goals and objectives 56% Is a line of business or a strategic initiative for the organization 54% Has members who develop relationships with each other online or offline 66% Other 6% I don’t know how to define my brand community 14% Has a dedicated community manager 59% Has an executive sponsor 21%
  5. 5. Tracking Business Value and Measurement of Brand Communities THE SPACE MODEL: The 5 Dimensions of Community Strategy
  6. 6. 6 Tracking Business Value and Measurement of Brand Communities Community’s Business Value 1% 4%4% 18% 13%13% 23% 26% What is the single most important value that your community drives for your organization? (% of respondents) Customer Support or Customer Success Product Ideation, Innovation and Feedback Acquisition and Advocacy Content and Programming External Engagement Internal Engagement Other I am not sure what business value our community drives
  7. 7. 7 Tracking Business Value and Measurement of Brand Communities Changing Priorities Has the above always been the most important value that community drives for your organization, or has it changed over time? (Number of respondents) 65% This has always been the most important value 35% Our most important value has changed
  8. 8. 8 Tracking Business Value and Measurement of Brand Communities Changing Priorities % that switched to this business value (% of respondents) % who have always had this business value (% of respondents) Customer Support or Customer Success 85%15% Product Ideation, Innovation & Feedback 53%47% Acquisition & Advocacy 60%40% Content & Programming 76%24% External Engagement 72%28% Internal Engagement 82%18%
  9. 9. MEASURING VALUE
  10. 10. 10 Tracking Business Value and Measurement of Brand Communities The Most Popular Metrics 31% What metrics do you measure to demonstrate your community’s business value? (Only those options available to all participants) (% of respondents) Retention New customers Customer satisfaction ratings Customer loyalty NPS score Customer lifetime value Change in sales revenue Cost savings 54% 37% 37% 28% 24% 24% 14%
  11. 11. 11 Tracking Business Value and Measurement of Brand Communities The Most Popular Metrics 8% Among the metrics you measure to show your effect on business value, what is the most important one? (Only those options available to all participants) (% of respondents) Retention Change in sales revenue Customer lifetime value Customer loyalty Customer satisfaction ratings New customers NPS score Cost savings 14% 13% 8% 7% 6% 6% 3%
  12. 12. 12 Tracking Business Value and Measurement of Brand Communities Most Popular Metrics by Community's Business Value Value Most Popular Metric Customer Support or Customer Success # or % of answered questions (65%) Product Ideation, Innovation and Feedback Product Ideas (60%) Acquisition and Advocacy New user/member sign-ups (62%) Content and Programming Number of active users/members (74%) External Engagement Retention (20%) Internal Engagement Retention (25%)
  13. 13. 13 Tracking Business Value and Measurement of Brand Communities How Long It Takes to Decide on Metrics Less than 1 month 1-2 months 3-4 months 5-6 months More than 6 months I don’t know 12% 15% 14% 6% 21% How long did it take you to decide that these were the correct metrics to measure? (% of respondents) 32%
  14. 14. 14 Tracking Business Value and Measurement of Brand Communities Plan vs. Reality 24% 14% 12% 29% 50% 55% 55% 60% 28% 59% 24% 31% 37% 37% 28% 54% % of respondents who measure the metric vs plan on measuring the metric (% of respondents) Change in sales revenue Cost savings Customer lifetime value Customer loyalty % of respondents who measure the metric % of respondents who plan on measuring the metric Customer satisfaction ratings New customers NPS score Retention
  15. 15. 15 Tracking Business Value and Measurement of Brand Communities Measurement Success 2.44% 2.00% 2.83% 2.42% 2.59% 2.71% 2.50% 2.50% 2.71% 3.00% (Weighted Confidence vs. Revenue) $0 - $250k $250k - $500k $500k - $1m $1m - $10m $10m - $50m $50m - $100m $100m - $500m $500m - $2b $2b - $10b Over $10b On a scale from 1 to 4, how confident are you that you have the right metrics in place to determine the business value of your community?
  16. 16. INTERNAL EFFECT
  17. 17. 17 Tracking Business Value and Measurement of Brand Communities Running Reports 3% 1% 5% 11% 21% 18% 42% How important is it to have the ability to quickly run reports? (% of respondents) 1 2 3 4 5 6 7
  18. 18. 18 Tracking Business Value and Measurement of Brand Communities The Role of the Community Manager Is your community staffed with a dedicated Community Manager? (Number of respondents) 71% Yes 29% No
  19. 19. 19 Tracking Business Value and Measurement of Brand Communities The Role of the Community Manager 22% 38% 69% 71% 69% 79% 80% 91% 94% 67% Is your community staffed with a dedicated Community Manager? (Responses from particpants who have a community manager) (% of respondents) $0 - $250k $250k - $500k $500k - $1m $1m - $10m $10m - $50m $50m - $100m $100m - $500m $500m - $2b $2b - $10b Over $10b
  20. 20. 20 Tracking Business Value and Measurement of Brand Communities Organizational impact How have these metrics affected your organization internally? Please rate the degree to which you've seen these effects (if at all). (% of respondents) Increased headcount on the CM team Increased leadership support Increased budget Spread of community into other departments Increased interest in community from other departments Yes No 7%93% 18%82% 27%73% 10%90% 41%59%
  21. 21. CONCLUSION What’s Next?

×