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State of Online Branded Communities                  Third Annual Study                    October 2011                   ...
Overall Report Stats              • Three more industries                 – Enterprise Resource                   Planning...
Community Pillar Breakdown                                                                                            Comm...
Study Aha’s        Surprises        • No huge gains year over year in best practice adoption          – Fundamental change...
Missed Opportunities   Rewards and Recognition: Up to 43% from 39% last year    • NBC’s FanIt/My NBC Community is a great ...
Missed Opportunities                  Recommendation Engines                   • Automated way to configure a combination ...
Brands That Get It: General Mills                                 Good model for recruiting customer advocates            ...
Brands That Get It: General Mills (continued)                                           • Good use of community with CSR  ...
Overall Classification                                                                         Overall Classification     ...
2011 Top Performers                        • No brand = Highest scoring tier                          – Minimum score: 57 ...
2011 Contenders                   • 19 brands = Contenders                      – Between 42 and 49 points                ...
2011 Low Scorers                                                       Brand Name    Brand Score                          ...
Most Improved Brands       Brand Name                Current Brand Score Previous Brand Score   Change   Home Depot       ...
© COPYRIGHT 2011, COMBLU, LLC.                                     aggregation                                     engagem...
Best Practice Use by Top Scorers   • Only seven best practices (BPs) ≤ 74%     adoption rate                              ...
Brands That Get It: EA                                                            Tied With SAP                           ...
Brands That Get It: EA (continued)                                      Surfaces appropriate       Offers sub-            ...
Best Practice Adoption by Pillar                                             Best Practice Adoption Rate    • 20% are Feed...
Brands That Get It: Starbucks                                                                      zz                     ...
Best Practice Adoption by Pillar   • Support = 33% of     communities                             Best Practice Adoption R...
Brands That Get It: Verizon                                                                                            Hig...
Brands That Get It: Verizon (continued)                                 User Profile (top)                                ...
Brands That Get It: Verizon (continued)                                 Forum                Forum Sidebar (top)          ...
Best Practice Adoption by Pillar    75% = Advocacy communities   Some best practices that drive                    Best Pr...
Brands That Get It: Bravo                   Home Page                       Millionaire Matchmaker                        ...
Brands That Get It: Bravo (continued)                                                        • “Talk Without Pity” tab agg...
Activity Levels                                                                                     Overall Activity Level...
Percent of Communities with High, Medium, Low Activity by Industry – 2011     • Telecommunications       and Entertainment...
Social Media Integration                                                Overall Social Media Integration      Most are sim...
Social Media Integration by Industry                                            Social Media Integration by Industry      ...
Average Scores by Industry                                                                                  Scores by Indu...
Are You Interested In…               • Learning more about community best practices?               • Getting a customized ...
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State of Online Branded Communities Webinar

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Comblu's third annual study on community and engagement. Get an in-depth understanding on what best practices make branded communities perform. Learn who is leading the pack and why.

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State of Online Branded Communities Webinar

  1. 1. State of Online Branded Communities Third Annual Study October 2011 Sponsored by ComBlu© COPYRIGHT 2011, COMBLU, LLC.
  2. 2. Overall Report Stats • Three more industries – Enterprise Resource Planning (ERP) is net-new – Divided insurance and healthcare into sub- industries • 14 more companies than last year • Joined 10 more communities© COPYRIGHT 2011, COMBLU, LLC. 2
  3. 3. Community Pillar Breakdown Community Breakdown by Pillar 200 180 75% = Advocacy 160 Number of communities 140 120 20% = Feedback 100 80 33% = Support 60 40 20 0 Advocacy Support Feedback Note: Many communities had multiple pillars, so sum will not equal the total number of communities.© COPYRIGHT 2011, COMBLU, LLC. 3
  4. 4. Study Aha’s Surprises • No huge gains year over year in best practice adoption – Fundamental changes to study sample – Community management is a difficult skill set to find – High Performers (42 or more points) stayed flat at 33% • Content practices not as high as expected – Only two had over 90% adoption (featured content and content aggregation) – User reviews (most closely associated with VOC) dropped from 54% to 27% Good News • Engagement tools increased from 76% to 96% – Much better job of matching mission and engagement approach • Better sunsetting practices • Some brands are integrating gamification engines across multiple properties • More brands are incorporating multiple engagement pillars in community strategy© COPYRIGHT 2011, COMBLU, LLC. 4
  5. 5. Missed Opportunities Rewards and Recognition: Up to 43% from 39% last year • NBC’s FanIt/My NBC Community is a great model of an integrated rewards platform across multiple NBC communities. • EA offers a traveling navigation bar that follows members cross-properties. • Some brands, such as P&G, align rewards to purchase, requiring consumers to enter a product code. While we believe P&G could also award “community points,” this method gets to ROI of driving purchase behavior. Mobile • Not yet on the study’s best practice list; started to note use of mobile to extend community beyond desktop. • 16%, or 40 of the 251 communities, we scored offered a mobile community app.© COPYRIGHT 2011, COMBLU, LLC. 5
  6. 6. Missed Opportunities Recommendation Engines • Automated way to configure a combination of the consumer’s buying habits, product reviews and information from others with similar purchasing patterns to recommend other products that the person may enjoy or need. • Amazon uses a recommendation engine to recommend such diverse purchases as building supplies and baby clothes. – “People who bought this forklift strap also bought this two- person lifting dolly.” Advocates: • Still only 20% adoption rate© COPYRIGHT 2011, COMBLU, LLC. 6
  7. 7. Brands That Get It: General Mills Good model for recruiting customer advocates • Pssst… and MyGetTogether stimulates product trial and story sharing • Lengthy registration and surveys capture deep profile info Outreach to members when new opportunities arise to try products or host get-together© COPYRIGHT 2011, COMBLU, LLC. 7
  8. 8. Brands That Get It: General Mills (continued) • Good use of community with CSR • Interesting partnership with Merck and Care Members earn badges by getting informed about the charity through defined engagement activities Click-to-commit allows members to earn badges that translate into matched donations to a charity© COPYRIGHT 2011, COMBLU, LLC. 8
  9. 9. Overall Classification Overall Classification 2010 2011 100% 90% 80% 70% 60% • Cohesive Strategy increased 50% 40% 30% from 33% to 41% 20% 10% • Majority of brands still in 0% Cohesive Strategy Experimentation Community Ghost Community Overload Town Experimentation Phase • Big drop in Community Average Score by Classification Ghost Towns 2010 2011 60 50 40 30 20 10 0 Cohesive Strategy Experimentation Community Overload Community Ghost Town© COPYRIGHT 2011, COMBLU, LLC. 9
  10. 10. 2011 Top Performers • No brand = Highest scoring tier – Minimum score: 57 – Verizon just missed • 33% of brands in study are High Performers – All are Cohesive Strategy • Brands that fell off: – HP – Kimberly-Clark – AT&T – Activision • Three new brands on the list: – SAP (new to study) – Intel (new to study) – Xbox© COPYRIGHT 2011, COMBLU, LLC. 10
  11. 11. 2011 Contenders • 19 brands = Contenders – Between 42 and 49 points • JetBlue Airways and Intuit also on most improved list • Technology and Gaming Industries had the most High Performers (42 to 56) and Contenders, followed by Entertainment and Retail Industries© COPYRIGHT 2011, COMBLU, LLC. 11
  12. 12. 2011 Low Scorers Brand Name Brand Score Eli Lilly 22 Walmart 20 • 8 of 10 of the lowest scorers GlaxoSmithKline 20 were in the healthcare space Novartis 20 Honda 19 • Most are either Community Johnson & Johnson 18 Ghost Towns or (OTC) Experimentation Phase Bayer 14 Novartis (OTC) 13 Merck 13 Aetna 7© COPYRIGHT 2011, COMBLU, LLC. 12
  13. 13. Most Improved Brands Brand Name Current Brand Score Previous Brand Score Change Home Depot 41 18 23 Pfizer 26 8 18 JetBlue 44 27 17 Intuit 46 31 15 Walgreens 35 20 15© COPYRIGHT 2011, COMBLU, LLC. 13
  14. 14. © COPYRIGHT 2011, COMBLU, LLC. aggregation engagement • Good news, too: of preference – Jump in content missed opportunity • User reviews and user- – Mission appropriate – Personal dashboards – Studies show that CM a few points since last year: nosedive from 54% to 27%: – One of biggest stimulants increases engagement; still • Community manager (CM) lost generated content (UGC) took 0% 10% 20% 30% 40% 50% 70% 80% 90% 100% 60% New/Featured Content Mission Appropriate Engagement 14 Content Aggregation Easy Navigation User Profiles Rich Media Average Best Practice Use Overall Faceted Search Share Features Integrated with Social Media Comments Site Stats Content Rating/Ranking Avatar Welcome/Getting Started Personal Dashboard 2010 Blogs (comments) Social Bookmarking Polling/Feedback 2011 Forums Community Manager Content Tagging Social Networking Rewards/Recognition Leader Board, Member Spotlight Campaigns/Contests Content Customization Average Best Practice Use Overall Emoticons Offline Engagement User Reviews/Content Mobile App Advocate or ExpertsProgram Tool bars or Custom Widgets Wikis
  15. 15. Best Practice Use by Top Scorers • Only seven best practices (BPs) ≤ 74% adoption rate Best Practice Use by Top Scorers SAP Bravo • Advocates adoption is higher than EA entire sample (53% vs. 20%), still Intel potential Verizon 100% 90% • Low rate (42%) of contests and 80% campaigns may mean more meaningful 70% interaction 60% 50% • Content aggregation = 95% vs. only 40% 32% among last year’s top five. 30% Important activity for decision 20% journey; other content practices also 10% had high usage: 0% – New/featured content – Personal dashboard – Content rating/ranking – Content tagging – Content customization – Faceted search© COPYRIGHT 2011, COMBLU, LLC. 15
  16. 16. Brands That Get It: EA Tied With SAP as Second Highest Scorer Overall Personalizes experience and offers SSO Fun and captivating engagement (e.g., leaderboards, avatars, videos, etc.)© COPYRIGHT 2011, COMBLU, LLC. 16
  17. 17. Brands That Get It: EA (continued) Surfaces appropriate Offers sub- forums on game- portals for specific pages and game types offers such as sports centralized, searcha ble hub for all forums© COPYRIGHT 2011, COMBLU, LLC. 17
  18. 18. Best Practice Adoption by Pillar Best Practice Adoption Rate • 20% are Feedback by Pillar: Feedback communities 100% 90% • Important BPs for 80% 70% feedback: 60% – Polling 50% 40% – Rating/ranking 30% – Forums 20% – Leaderboards 10% 0% – Personal dashboard© COPYRIGHT 2011, COMBLU, LLC. 18
  19. 19. Brands That Get It: Starbucks zz Leaderboards Personal zz Forums zz dashboard Polling zz zz Rating/ranking© COPYRIGHT 2011, COMBLU, LLC. 19
  20. 20. Best Practice Adoption by Pillar • Support = 33% of communities Best Practice Adoption Rate by Pillar: Support • 46% = Advocates; big 100% 90% miss for support 80% 70% 60% • Rewards and 50% 40% recognition and 30% leaderboards both low 20% 10% for support 0% • 76% = Content rating; critical for support experience© COPYRIGHT 2011, COMBLU, LLC. 20
  21. 21. Brands That Get It: Verizon Highest Score VZW offers rich engagement through Overall = 55 Verizon Insiders and has advocate corps as product testers Centralized engagement approach: All three pillars of community© COPYRIGHT 2011, COMBLU, LLC. 21
  22. 22. Brands That Get It: Verizon (continued) User Profile (top) Support Communities = Core Strategy User Profile (bottom)2 1 6 5 3 1• Detailed user profile tracks recent member activity and Kudos 1 2• Displays member stats and badges earned 2 3• Rollover feature allows members to easily view other members’ profile stats 3 4 4• Shows member’s friends and their availability (offline/online) 4 5• Displays member’s tagged content 5 6• Member’s recent posts and messages are linked to the original discussion 6© COPYRIGHT 2011, COMBLU, LLC.
  23. 23. Brands That Get It: Verizon (continued) Forum Forum Sidebar (top) Forum Sidebar (bottom) 1 2 3 1• Active forums with thousands of views 2 • Live Twitter stream shows Verizon support team actively responds to questions 3 • Top Taggers leaderboard, top Kudoed posts and recent solutions to member issues© COPYRIGHT 2011, COMBLU, LLC.
  24. 24. Best Practice Adoption by Pillar 75% = Advocacy communities Some best practices that drive Best Practice Adoption Rate by Pillar: Advocacy affinity showed low adoption rates: • Community manager was the 100% lowest in this pillar at 43% 90% • Leaderboards and rewards and 80% 70% recognition were also the 60% lowest in this pillar; both 50% 40% practices are high return 30% motivators and 20% could help boost longer-term 10% 0% engagement • Content customization was also very low; the ability to self- curate the members’ community experience impacts time spent in the community and return visits© COPYRIGHT 2011, COMBLU, LLC. 24
  25. 25. Brands That Get It: Bravo Home Page Millionaire Matchmaker Top Chef Just Desserts • Ritualized experiences: • Single login • Each show has its own page that offers • Integration – Common ways to • One gateway to every show visitors consistent engagement across multiple engage cross-property on Bravo tools, setup, rich media and navigation social assets© COPYRIGHT 2011, COMBLU, LLC. 25
  26. 26. Brands That Get It: Bravo (continued) • “Talk Without Pity” tab aggregates all Twitter conversations about a specific show • “Get-Glue” functionality via Twitter – Check in while watching shows – Live chat with other viewers Multiple screen engagement© COPYRIGHT 2011, COMBLU, LLC. 26
  27. 27. Activity Levels Overall Activity Levels • This year, activity levels— 2011 high, medium and low—vs. only 100% high and low in previous studies: 90% – Captured more nuanced view of community activity 80% 70% • In addition, we changed how the 60% score was calculated to reflect a 50% more accurate overall brand score 40% for activity level 30% 20% • As a result, this data point is not 10% compared to 2010 data 0% High Medium Low NOTE: 2010 data not shown because “medium” designation did not exist in 2010.© COPYRIGHT 2011, COMBLU, LLC. 27
  28. 28. Percent of Communities with High, Medium, Low Activity by Industry – 2011 • Telecommunications and Entertainment Industries both High Medium Low consistently had high 100% 90% activity levels 80% 70% 60% 50% 40% 30% • High activity in Health 20% 10% Insurance industry 0% was surprise: – Wellness education and policy support • Travel and Hospitality Industry also high© COPYRIGHT 2011, COMBLU, LLC. 28
  29. 29. Social Media Integration Overall Social Media Integration Most are simply streaming 2010 2011 Facebook and Twitter: 100% • Few are integrating 90% engagement cross-channel 80% • Distinct engagement 70% 60% approaches without any 50% reference to community 40% strategy 30% • Few are integrating with 20% YouTube, LinkedIn or 10% SlideShare 0% Integrated Not Integrated© COPYRIGHT 2011, COMBLU, LLC. 29
  30. 30. Social Media Integration by Industry Social Media Integration by Industry 2010 2011 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma.© COPYRIGHT 2011, COMBLU, LLC. 30
  31. 31. Average Scores by Industry Scores by Industry Gaming and 2010 2011 Telecommunications is highest 60 scoring: 50 • Both are early adopters of 40 community 30 • Gaming = Advocacy and 20 Support 10 • Telecommunications = 0 Primarily Support Lowest scorers are highly regulated industries Thresholds 0-41 low/red 42-56 high/green 57+ best/black NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma.© COPYRIGHT 2011, COMBLU, LLC. 31
  32. 32. Are You Interested In… • Learning more about community best practices? • Getting a customized best practice review? • Finding out how ComBlu can turn your communities into High Performers? We’d love to talk! Steve Hershberger Kevin Lynch ComBlu ComBlu sthersh@comblu.com klynch@comblu.com 312-649-1687 312-649-1687 You can also check out: • Our website: www.comblu.com • Our blog: www.comblu.com/blogs/Lumenatti • Twitter: @ComBlu K:Thought leadershipCB Research Projects2011 StudyMarketing MaterialsWebinar deck (PPTminimizer).pptx© COPYRIGHT 2011, COMBLU, LLC. 33

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