Measuring, Tracking, Amplifying theBusiness Value of Community Scott HirschVP Product Marketing@getsatisfaction#GetSuccess
@getsatisfaction  2 #GetSuccess @dscotthirschPurpose of Session! Introduce Concept of Value Measurement–  Discuss communit...
@getsatisfaction  3 #GetSuccess @dscotthirschGet Satisfaction communities enablecompanies to be at the center of theconver...
@getsatisfaction  4 #GetSuccess @dscotthirschConversa)on	  Value	  =	  CONTENT	  •  Created	  by	  real	  people,	  in	  t...
@getsatisfaction  5 #GetSuccess @dscotthirschConversa)on	  Value	  =	  PEOPLE	  •  Consumers/customers	  –	  	  •  star	  ...
@getsatisfaction  6 #GetSuccess @dscotthirschThe Value in the Dialogue•  Bi-­‐direc)onal	  	  •  Has	  purpose	  	  	  •  ...
@getsatisfaction  7 #GetSuccess @dscotthirschService/Support and Customer ExperienceSample: Community Value MetricsMarketi...
@getsatisfaction  8 #GetSuccess @dscotthirschMarketing and SEO
@getsatisfaction  9 #GetSuccess @dscotthirsch! Make your websitemore engaging! Capture customercontent for marketing! Impr...
@getsatisfaction  10 #GetSuccess @dscotthirsch! Implementation–  On Facebook Brand page under “Ask <Us>”–  On the brand we...
@getsatisfaction  11 #GetSuccess @dscotthirschExample #1: CPGMeasurement of Specific Metrics*Ques%ons	  Problems	  Take-­‐...
@getsatisfaction  12 #GetSuccess @dscotthirsch! Payout Model–  Calculated a conservative 3-10x payout on community interac...
@getsatisfaction  13 #GetSuccess @dscotthirschService and Support
@getsatisfaction  14 #GetSuccess @dscotthirsch! Reduce need for 1to1support channels! Create better self-service experienc...
@getsatisfaction  15 #GetSuccess @dscotthirsch! Implementation–  Communities in English and Spanish–  On the product websi...
@getsatisfaction  16 #GetSuccess @dscotthirschExample #2: PreziROI HypothesisDeflection has “Direct” and “Indirect” compon...
@getsatisfaction  17 #GetSuccess @dscotthirsch
@getsatisfaction  18 #GetSuccess @dscotthirschExample #2: PreziSource Data (CHA)Assumption: 90% of total replied-totopics ...
@getsatisfaction  19 #GetSuccess @dscotthirsch90% of total Q&P pageviews (last 6 months) = 741KExample #2: PreziSource Dat...
@getsatisfaction  20 #GetSuccess @dscotthirschExample #2: PreziActual Deflection Value - Deflections6-­‐Mo.	  Count	   Ann...
@getsatisfaction  21 #GetSuccess @dscotthirschExample #2: PreziSupport Value of Community$8/Ticket	   $3/Ticket	  Op)mis)c...
@getsatisfaction  22 #GetSuccess @dscotthirsch! What is the value of the content your customers post?–  How do you know wh...
@getsatisfaction  23 #GetSuccess @dscotthirschQuestionsAnswers.http://gsfn.us/t/3zaqpOr search for the topicin our communi...
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How To Measure and Track the Business Value of Community

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http://bit.ly/1clmLDG, Customer community can have a huge impact in reducing support cost, acquiring new customers, and driving product innovation. Learn how to measure and communicate the ROI of community across your company.

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How To Measure and Track the Business Value of Community

  1. 1. Measuring, Tracking, Amplifying theBusiness Value of Community Scott HirschVP Product Marketing@getsatisfaction#GetSuccess
  2. 2. @getsatisfaction  2 #GetSuccess @dscotthirschPurpose of Session! Introduce Concept of Value Measurement–  Discuss community value drivers–  Associate value drivers with metrics–  Talk about methods to assess community value by use case! Two Examples–  #1 CPG Brand: Method to gather detailed metrics on marketing impact–  #2 Business Software: Method to calculate “ROI” on support impact
  3. 3. @getsatisfaction  3 #GetSuccess @dscotthirschGet Satisfaction communities enablecompanies to be at the center of theconversation …Conversations are howcommunities deliver value
  4. 4. @getsatisfaction  4 #GetSuccess @dscotthirschConversa)on  Value  =  CONTENT  •  Created  by  real  people,  in  their  language  •  Addressing  real-­‐world  needs  with  shared    knowledge  •  Highly  discoverable  …  both  in  context  and    with  SEO  
  5. 5. @getsatisfaction  5 #GetSuccess @dscotthirschConversa)on  Value  =  PEOPLE  •  Consumers/customers  –    •  star  the  “best”  content,    •  build  reputa)on  around  exper)se  •  Business  users  –    •  post  replies,    •  set  status  and  mark  the  “official”  answer,  •  curate  content  and  rally  internal  support,    •  Beknight  champions    
  6. 6. @getsatisfaction  6 #GetSuccess @dscotthirschThe Value in the Dialogue•  Bi-­‐direc)onal    •  Has  purpose      •  Has  an  outcome  •  Asynchronous  (happens  even  when  you’re  not  listening)  
  7. 7. @getsatisfaction  7 #GetSuccess @dscotthirschService/Support and Customer ExperienceSample: Community Value MetricsMarketing and SEO Feedback and Collaboration! Ticket deflection! Improved first callresolution! Enhanced agent efficiency! Improved CSAT! Improved purchase intent! Improved brandperceptions! Lower-cost content tocapture and score leads! More organic searchreferral traffic! Faster time to market! Less re-work! Real-time, ongoingideation
  8. 8. @getsatisfaction  8 #GetSuccess @dscotthirschMarketing and SEO
  9. 9. @getsatisfaction  9 #GetSuccess @dscotthirsch! Make your websitemore engaging! Capture customercontent for marketing! Improve your searchperformance (SEO)Value Drivers:Marketing and SEOImprove brand perceptionsIncrease customer satisfactionImprove purchase intentIncrease conversion ratesDecrease SEM spendIncrease pageviews
  10. 10. @getsatisfaction  10 #GetSuccess @dscotthirsch! Implementation–  On Facebook Brand page under “Ask <Us>”–  On the brand website under “Contact Us”–  Community had been “live” for 6 months at time of study! Community management approach–  Consumer relations does community moderation–  Brand/PR is in charge of community management strategy andintegration with other community initiatives–  Deliberate effort to promote GetSat use on Facebook pageExample #1: Consumer Brand (CPG)Community Details
  11. 11. @getsatisfaction  11 #GetSuccess @dscotthirschExample #1: CPGMeasurement of Specific Metrics*Ques%ons  Problems  Take-­‐aways  -­‐    •  Customers  who  encountered  the  community  had  higher  sa)sfac)on  and  purchase  intent  scores  than  the  mean.    •  Only  11%  of  customers  were  unable  to  get  their  ques)ons  answered.        * 6 month longitudinal survey conducted by Foresee Results  
  12. 12. @getsatisfaction  12 #GetSuccess @dscotthirsch! Payout Model–  Calculated a conservative 3-10x payout on community interaction–  Value (purchase intent + CSAT) * Reach (Facebook+SEO+website)–  Allows the brand to assign a $$ value to each community interaction! Impact–  Implementing community on product pages of brand website to reapbenefit of purchase intent improvement–  Community recommended to all brands as always-on infrastructure forconsumer relations–  Replacing KB and email with community in certain brand/countrycombinationsExample #1: CPGMarketing Value Calculations
  13. 13. @getsatisfaction  13 #GetSuccess @dscotthirschService and Support
  14. 14. @getsatisfaction  14 #GetSuccess @dscotthirsch! Reduce need for 1to1support channels! Create better self-service experiences! Enable peer-to-peersupportValue Drivers and Metrics:Service and SupportDeflect support tickets/issuesIncrease customer satisfactionDecrease in repeat questionsEnhance shared knowledgeIncrease agent efficiencyIncrease “self-direction” score
  15. 15. @getsatisfaction  15 #GetSuccess @dscotthirsch! Implementation–  Communities in English and Spanish–  On the product website under “Learn & Support”–  On the Zendesk portal under “Ask the Community”–  Community has been “live” for 3 years.! Community management approach–  Prezi acquires 1 million new users / month–  Full-time community management, integrated with support team–  Active users of CHA, powered by Gooddata–  Actively identify and enable customer “champions” to provide peer-to-peer supportExample #2: Prezi - Online SaaS SoftwareCommunity Details
  16. 16. @getsatisfaction  16 #GetSuccess @dscotthirschExample #2: PreziROI HypothesisDeflection has “Direct” and “Indirect” components–  Direct = People who asked and got an answer–  Indirect = People who found their answer without asking! Community = high efficiency support channel! Value = (deflected tickets) x ($/ticket cost)
  17. 17. @getsatisfaction  17 #GetSuccess @dscotthirsch
  18. 18. @getsatisfaction  18 #GetSuccess @dscotthirschExample #2: PreziSource Data (CHA)Assumption: 90% of total replied-totopics are “answered” or “solved”Last 6 months = 3,725
  19. 19. @getsatisfaction  19 #GetSuccess @dscotthirsch90% of total Q&P pageviews (last 6 months) = 741KExample #2: PreziSource Data (CHA)
  20. 20. @getsatisfaction  20 #GetSuccess @dscotthirschExample #2: PreziActual Deflection Value - Deflections6-­‐Mo.  Count   Annualized  Gross  Topic  Counts:  Direct  -­‐  “Solved”  Topics   3,725   7,450  Indirect  –  Pageviews   741,000   1,482,000  Gross  6-­‐Month  Deflec)on   1,498,450  High/Low  Deflec)on  Totals:  60%  (op)mis)c)   899,070  10%  (very  conserva)ve)   149,845  20
  21. 21. @getsatisfaction  21 #GetSuccess @dscotthirschExample #2: PreziSupport Value of Community$8/Ticket   $3/Ticket  Op)mis)c  @  899,0700  Deflec)ons:   $7.2M   $2.7M  Conserva)ve  @  149,845  Deflec)ons   $1.2M   $450K  21Is this the ROI?You could easily calculate an ROI …just divide by annual costs (mostlysoftware + staff)
  22. 22. @getsatisfaction  22 #GetSuccess @dscotthirsch! What is the value of the content your customers post?–  How do you know what content is valuable?–  How could you better leverage this content?–  How can you syndicate this content for maximum impact! What is the value of the people in the community?–  How do you invite customers to have conversations?–  Who are you best community members? How do you recognize them?–  How do you encourage them to participate more?Take-away for your company …Content + People = Conversation
  23. 23. @getsatisfaction  23 #GetSuccess @dscotthirschQuestionsAnswers.http://gsfn.us/t/3zaqpOr search for the topicin our community:“How do you measurethe value of yourcommunity?”

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