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June 2, 2009 Edmund Wong @edmundw SVP, Strategy iCrossing Proving the Value of Forum Engagement (a.k.a. How to convince your boss to fund your forum project)
User forums represent a large source of online conversations ,[object Object],[object Object]
Benefits of engaging in user support forums ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
But senior management will  still  ask:  What’s the ROI?
Many companies have a “value” for a customer Average customer Customer Value (LTV)
But not all customers are created equal Neutral Promoter Detractor Customer Value (LTV)
And don’t forget “referral economics” Important to decrease detractors and increase promoters Source: Net Promoter Economics: The Impact of Word of Mouth, Satmetrix, 2008 Customer Value (LTV) Neutral Promoter Detractor
Calculating referral economics Source: Net Promoter Economics: The Impact of Word of Mouth, Satmetrix, 2008 78% 3.87 17% 0.5 29% 4.24 68% 0.8
Support forum economics Active Users  Direct Value Active Users Referral Value Active Users Lurkers Lurkers  Direct Value Lurkers Referral Value Direct Value Referral Value
Incremental value from engaging  directly  with active users in forums Before After Lift from Promoters Gained  Lift from Detractors Saved Active Users Direct Value Active Users Referral Value Promoters Neutral Detractors +  # Promoters gained  X  Referral Impact (per Promoter)  X  LTV =  # Promoters gained  X  ∆ LTV =  # Detractors saved  X  ∆ LTV +  #  Detractors saved  X  Referral Impact (per Detractor) X  LTV # of  customers
Rinse and repeat for “lurkers” in the engaged forum threads Lift from Promoters Gained  Lift from Detractors Saved Lurkers Direct Value Lurkers Referral Value ,[object Object],[object Object],[object Object],[object Object],Before After Promoters Neutral Detractors # of  customers
If you pull it all together, you get this Note: Excludes cost savings from decreasing call center burden + – Total Program Value (i.e., incremental revenue) Lurker Lift from Detractors Saved Lurker Lift from Promoters Gained Active User Lift from Detractors Saved Active User Lift from Promoters Gained Profit Program cost  (e.g., technology investment, community manager) ROI
Thanks! Edmund Wong SVP, Strategy iCrossing [email_address] @edmundw

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Proving Social Media's Value (Forum ROI model) - SMX Advanced

  • 1. June 2, 2009 Edmund Wong @edmundw SVP, Strategy iCrossing Proving the Value of Forum Engagement (a.k.a. How to convince your boss to fund your forum project)
  • 2.
  • 3.
  • 4. But senior management will still ask: What’s the ROI?
  • 5. Many companies have a “value” for a customer Average customer Customer Value (LTV)
  • 6. But not all customers are created equal Neutral Promoter Detractor Customer Value (LTV)
  • 7. And don’t forget “referral economics” Important to decrease detractors and increase promoters Source: Net Promoter Economics: The Impact of Word of Mouth, Satmetrix, 2008 Customer Value (LTV) Neutral Promoter Detractor
  • 8. Calculating referral economics Source: Net Promoter Economics: The Impact of Word of Mouth, Satmetrix, 2008 78% 3.87 17% 0.5 29% 4.24 68% 0.8
  • 9. Support forum economics Active Users Direct Value Active Users Referral Value Active Users Lurkers Lurkers Direct Value Lurkers Referral Value Direct Value Referral Value
  • 10. Incremental value from engaging directly with active users in forums Before After Lift from Promoters Gained Lift from Detractors Saved Active Users Direct Value Active Users Referral Value Promoters Neutral Detractors + # Promoters gained X Referral Impact (per Promoter) X LTV = # Promoters gained X ∆ LTV = # Detractors saved X ∆ LTV + # Detractors saved X Referral Impact (per Detractor) X LTV # of customers
  • 11.
  • 12. If you pull it all together, you get this Note: Excludes cost savings from decreasing call center burden + – Total Program Value (i.e., incremental revenue) Lurker Lift from Detractors Saved Lurker Lift from Promoters Gained Active User Lift from Detractors Saved Active User Lift from Promoters Gained Profit Program cost (e.g., technology investment, community manager) ROI
  • 13. Thanks! Edmund Wong SVP, Strategy iCrossing [email_address] @edmundw