CMX East 2016 Community Driven Marketing

Leveraging community to drive
marketing and business ROI
@LaurenPerkins
Founder and CEO @PerksConsulting
Entrepreneur In Residence @Columbia
Author #CMplaybook
COMMUNITY DRIVEN
MARKETING

©Perks Consulting Inc. @laurenperkins
LAUREN PERKINS
Lauren is a brand marketer, community builder and
author of The Community Manager’s Playbook.
Founder and CEO of Perks Consulting
THINK LIKE A BRAND.  
ACT LIKE A STARTUP.™
INTRODUCTION
©Perks Consulting Inc. #CMXSUMMIT @CMX

• Community as a Marketing Lever
• Measuring contribution of community
• Reporting
AGENDA
What Matters Most
#CMXSUMMIT @CMX

THE STRUGGLE IS REAL.
TRUE STORY
©Perks Consulting Inc. @laurenperkins#CMXSUMMIT @CMX

BRAND AND MARKETING PERFORMANCE
MAKE THEM WANT YOU!
#CMXSUMMIT @CMX
We have a brand +
marketing strategy
Strategic inputs for Brand 
& Marketing Execution
We have a
BRAND
= Brand Guide + Assets
(Ready to use in market)
We have a brand
customers LOVE
= Validation
(We have Community!)
Your Brand
drives DEMAND
Customers want you!
$

ROLE OF MARKETING
MARKETING
The distribution of the brand, message, product promise.
Marketing is tangible, and is a vehicle for driving exposure and/or
traffic.
©Perks Consulting Inc.
MARKETING BRANDING
I UNDERSTAND
YOU’RE A
GREAT LOVER.
I’M A GREAT
LOVER.
* http://www.liquidagency.com/blog/wp-content/uploads/greatlover_slides.pdf
#CMXSUMMIT @CMX @laurenperkins

THE OLD GAME
A
I
D
A
AWARENESS
INTEREST
DESIRE
ACTION

THE PLAYING FIELD HAS CHANGED — HERE ARE THE NEW RULES
CONSIDERATION BRAND
LOVE
SELECTION
BUILD THE LOVE
“EXPERIENCE”
KEEPING THE
LOVE ALIVE
EVALUATION

Traditional
Push Marketing
CommunitySocial Media
SOCIAL MEDIA/MARKETING ≠ COMMUNITY

DEFINITION OF COMMUNITY
Group of individuals with shared sense of identity or set
of common interests that are engaging with each other
WHO IS IN YOUR COMMUNITY?
• Customers
• Employees
• Partners
• Suppliers
• Other stakeholders
SO, WHAT IS COMMUNITY?

• Access Inside the Velvet Rope 
• Input Keep it Real 
• Recognition Giving Them Props 
• Learning The 411
WHAT FEEDS THE LOVE?

Business Goals Sample objectives
Awareness Increase reach through WoM and viral marketing
Loyalty Increase customer loyalty/brand affinity
Commerce Drive product sales
Generate subscription revenue from paid community access
Insights/
Innovation
Pipeline for customer input to drive incremental improvement
Service and
Support
Call deflection for cost savings, incident avoidance, reduction, time
to close
SET THE BAR
#CMXSUMMIT @CMX

Business
Goals
Sample objectives Community Actions Needed
Awareness Increase reach through WoM and
viral marketing
Community members share information
on their social networks
Loyalty Increase customer loyalty/brand
affinity
Members report high customer
satisfaction
Members purchase more product
Commerce Drive product sales
Generate subscription revenue
from paid community access
Members buy products
People subscribe to be part of the
community
Insights/
Innovation
Pipeline for customer input to
drive incremental improvement
Members provide feedback on what they
like, want in the product
Service and
Support
Call deflection for cost savings,
incident avoidance, reduction,
time to close
Members search knowledge base for
answers before calling or emailing
customer support
CLEAR THE BAR
#CMXSUMMIT @CMX
Source: Oracle, Best Practices for Measuring the Return of Online Communities

ENGAGE
• Respond to posts on social media (thank you, answer questions)
SHARE
• Blog posts, podcasts, webinars, forum submissions, social media
posts, conference presentations, etc.
• Engage guest bloggers, experts, journalists
IDENTIFY
• Cause related
• Affiliate programs
• Product related
RECOGNIZE
• Thank you packages
• Key influencer engagement programs – access/input to new
product info
OFFER
IGNITE - FUEL THE FLAMES

MEASURING THE CONTRIBUTION OF COMMUNITY
WHERE’S THE COIN?
#CMXSUMMIT @CMX

Identify relevant metrics for your
business goals and objectives
Define success carefully
Track, measure, learn, adjust
Report
THE SYSTEM: TRACKING AND REPORTING ROI
1
2
3
4
#CMXSUMMIT @CMX

INTO THE WEEDS WE GO!
THE NITTY GRITTY

AWARENESS
• Leads and Conversions
• Cost savings – reduced
marketing costs
• Recruitment costs
LOYALTY
• Customer satisfaction
• Net Promoter Score
• Customer Sentiment
• Customer Lifetime value
BUSINESS GOALS & METRICS
REVENUE/COMMERCE
• Product sales
• Community subscriptions
• Ad revenue
CUSTOMER SUPPORT
• Cost savings
• Knowledge base
INSIGHT/INNOVATION
• Ideas generated
#CMXSUMMIT @CMX

MEMBERSHIP
• New members
• Total members
• Active members
• Inactive members
ACTIVITY/TRAFFIC
• Page views/Opens/clicks
• Volume of content/
contributions
• New member contributions
• Traffic from search engines
CONTRIBUTORS
• Total
• Most active
• Key influencers
ENGAGEMENT
• Participation in events
• Conversations & depth of
thread
• Sharability - links from
content to social media
• Community members
activity on other platforms
• Time to respond to
questions
• Ticket resolution
COMMUNITY METRICS - QUANTITATIVE

• Sentiment
• Key influencers
• FAQs
• Popular content types  
(shares, comments, likes, etc.)
• Member satisfaction/feedback
• Crowd sourcing ideas
• Market Research
• …and their hopes, dreams, and fears
COMMUNITY METRICS - QUALITATIVE

Awareness Objective Community Action Metrics Business Outcomes Metrics
SEO • Generate traffic from
search engines
• Reduce cost of
generating search traffic
• Top search engines visitors are
using
• Top keywords that brought
them
• Top community URLs for search
engine traffic
• Page views, time on site
• Results page placement for
keywords
• $ value of increased placements
• Number of pages indexed in search
engines
• Comparison of cost of traffic from
search engines from various
methods
• SEO cost savings achieved
Reach • drive traffic during
specific campaign
periods
• Amount of shared/viral content
• # of invitations for others to join
community
• # mentions across social sites
• Clicks on links, tracking codes
Lead
Generation
• Generate prospects • # registrations
• # Information downloads,
promotion codes, event
attendance by user
• Lead volume, cost per lead, lead
value
• Conversion rate
• Sales value to community members
• Comparison by channel
Brand PR/
Management
• “Canary in a coal mine” • # Issues raised
• Customer quotes
• Response time to potential issues
• # Issues averted
• Cost savings from averting issues
LINKING COMMUNITY METRICS TO BUSINESS METRICS - AWARENESS

LINKING METRICS TO GOALS & USE CASES— REEBOK & SPARTAN RACE

Loyalty Objective Community Action Metrics Business Outcomes Metrics
Customer
Satisfaction
Increase customer
satisfaction
• Time on site
• Repeat visits
• Results from polls, surveys,
calls to action
• quotations
• Customer satisfaction  
(related ROI of cost sat)
• Customer Lifetime Value
• Share of Wallet
• Brand awareness
• Sentiment analysis
Customer
Loyalty
Increase customer
loyalty/brand affinity
• Number of invitations sent
by members
• Number of referrals
• Testimonials
• NPS
• CLV
• Sales to community
members
• Sentiment analysis
LINKING METRICS TO GOALS & USE CASES - LOYALTY

http://www.fritolay.com/blog/blog-post/snack-chat/2015/01/20/lays-do-us-a-flavor-contest-chants-location-location-location-in-2015
LINKING METRICS TO GOALS & USE CASES— FRITO LAY

Revenue Objective Community Action Metrics Business Outcomes Metrics
Product Sales • Increase product sales
revenues
• Click throughs to promotion
• Click throughs to shopping carts
from community
• Revenues – cross sell, up sell
members vs non-mem bers
Advertising • Revenue from ads on
community sites
• Pages served
• Time on site
• Sessions
• # ad served
• CPM
Subscriptions • Increase revenues
from subscriptions/
participation in events
• Links to subscription pages
• Registrations
• $
LINKING METRICS TO GOALS & USE CASES - REVENUE

LINKING METRICS TO GOALS & USE CASES - REEBOK AFFILIATE PROGRAM

Innovation Objective Community Action Metrics Business Outcomes Metrics
Research Input to product
development
• # of ideas, feature requests
• Qualitative input
• Survey input
• Validation of product plans
• New features developed
• Cost savings on customer research
• Faster time to market
Incremental
improvement
Bug free products • # bugs reported
• # validated bugs
• # users that have the bug
• Reduced time to bug fix
• Cost savings from fixing bugs faster
LINKING METRICS TO GOALS & USE CASES - INSIGHTS AND INNOVATION

LINKING METRICS TO GOALS & USE CASES — MY STARBUCKS IDEA

Customer Service Objective Community Action Metrics Business Outcomes Metrics
Call/email deflection Minimize customer
service costs
• # customer support page views
• # best answers views
• Cost per ticket
• Time to resolution
• Customer support costs
• First contact resolutions
Knowledge Base Improve quality of
knowledge base
Reduce costs of
maintaining
knowledge base
• # of contributions
• Ranking of contributions
• # articles in knowledge base
• Cost savings
LINKING METRICS TO GOALS & USE CASES - CUSTOMER SERVICE

• Who is your target audience?
• What do they care about and what they are
accountable for?
• What do they need? What will they do with
it?
• When and how frequently do they need it?
• How do they need it presented?
REPORTING – COMMUNICATING THE VALUE OF COMMUNITY
The internal selly-selly—mining for gold
#CMXSUMMIT @CMX

SO WHO CARES?
COMMUNICATING THE VALUE OF COMMUNITY TO THE REST OF THE
ORGANIZATION
#CMXSUMMIT @CMX
CUSTOMER

Make sure community and marketing play nice
Know the playing field
Follow the money
Sell it up the chain
THE COMMANDMENTS
1
2
3
4
#CMXSUMMIT @CMX

QUESTIONS?
lauren@PerksConsulting.com
@laurenperkins
@perksconsulting
linkedin.com/in/perksconsulting
©Perks Consulting Inc.
#CMPLAYBOOK AVAILABLE NOW!
#CMXSUMMIT @CMX @laurenperkins

• Oracle, Best Practices for Measuring the Return
on Investment of Online Communities, 2012
Content, marketing, and community forums are:
• Inbound for anything inbound and content
marketing related.
• GrowthHackers for all things startup marketing.
• Hacker News for all tech and startup news.
• Product Hunt for new, useful products and
apps, and to find out what’s trending.
RESOURCES
©Perks Consulting Inc. #CMXSUMMIT @CMX @laurenperkins

CMX East 2016 Community Driven Marketing

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