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Swarm Conf 2017 Slides

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The slides from the keynote I gave at Swarm Conf in Sydney, Australia.

Published in: Marketing
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Swarm Conf 2017 Slides

  1. 1. WHYYOU’RETRACKINGTHE WRONG METRICS INYOUR SUPPORT COMMUNITY Twitter: @JessicaMalnik #SwarmConf
  2. 2. @JessicaMalnik
  3. 3. @JessicaMalnik
  4. 4. @JessicaMalnik
  5. 5. @JessicaMalnik
  6. 6. @JessicaMalnik
  7. 7. IFYOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT. @JessicaMalnik
  8. 8. @JessicaMalnik
  9. 9. @JessicaMalnik
  10. 10. MEASURING YOUR COMMUNITY IS A LOT EASIERTHANYOUTHINK. @JessicaMalnik
  11. 11. WE NEEDTO TELL A STORY WITH DATA. @JessicaMalnik
  12. 12. @JessicaMalnik
  13. 13. DATA CAN PROVIDEYOU ALLTHE ANSWERS, ONLY IF YOU ASK THE RIGHT QUESTIONS. @JessicaMalnik
  14. 14. @JessicaMalnik
  15. 15. THINK LIKE A MARKETER @JessicaMalnik
  16. 16. VITAMIN OR PAINKILLER? @JessicaMalnik
  17. 17. WHAT PROBLEM DOESTHE COMMUNITY SOLVE FOR MEMBERS? @JessicaMalnik
  18. 18. WHAT PROBLEM DOESTHE COMMUNITY SOLVE FOR THE COMPANY? @JessicaMalnik
  19. 19. Show me the MONEY!
  20. 20. Does it increase revenue? Or, decrease costs? @JessicaMalnik
  21. 21. @JessicaMalnik • Growth: • New customers / Sales • Referrals • Customer Acquisition Cost • Retention: • LTV • Churn • Cancellations • Avr. OrderValue • Repeat purchases TYPES OF KPIS
  22. 22. Don’t be a hoarder!
  23. 23. • Choose 1-3 core KPIs that tie back to core business objectives. • No more than a dozen sub-KPIs. • This is where most community health and engagement metrics will fall. ACTIONABLE V. VANITY METRICS @JessicaMalnik
  24. 24. Automation is your friend!
  25. 25. @JessicaMalnik
  26. 26. @JessicaMalnik
  27. 27. MISTAKE - #4 Obsessing over improving a metric at the expense of building solid habits
  28. 28. DEFLECTION • Total support volume by channel (i.e. phone, chat, email) • Cost by call, ticket and chat. • Number of questions asked v. answered in the community. • You have enough info to measure either a deflection ratio or cost deflection @JessicaMalnik
  29. 29. #OFCASES TIME @JessicaMalnik
  30. 30. BUILD A CUSTOMER EXPERIENCE HABIT • First contact resolution
 • Resolution Rate • Customer Satisfaction Score (CSAT) 
 • Net Promoter Score (NPS) @JessicaMalnik
  31. 31. GIFF GAFF • Only 25 employees • Almost 100% of their support is community-driven • 1M+ replies in their community • Average speed of answer: 3 minutes • CSAT - ~85% @JessicaMalnik
  32. 32. “80% OF BRANDSTHINKTHEY DELIVER EXCEPTIONAL CUSTOMER SERVICE. ONLY 8% OF CUSTOMERS AGREE.” -JAY BAER @JessicaMalnik
  33. 33. HOWTO IMPROVE CUSTOMER EXPERIENCE • Get a baseline for where you are currently at. • Spend a minimum of 2 weeks engaging in active listening and sentiment analysis. • Identify and reach out to the top 20 contributors in your community @JessicaMalnik
  34. 34. @JessicaMalnik
  35. 35. @JessicaMalnik
  36. 36. HOWTO REACH ME: • Jessica Malnik • jessicamalnik.com • Twitter: @jessicamalnik • Instagram: jmalnik
  37. 37. Questions?
  38. 38. Questions?
  39. 39. Questions?

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