loree draude - how to measure the roi of your b2b community

Google Confidential and Proprietary Google Confidential and Proprietary

The Business Impact of Communities

Loree Draude, Head of AdWords Communities and Social Engagement

68% of consumers are more likely to adopt a product or feature if it is endorsed by other users

Source: Nielsen, chart Trust in Advertising”, Sep 2013

84% trust recommendations from people they know versus 69% who trust information from a branded website

Source: Nielsen, chart Trust in Advertising”, Sep 2013

What are your business goals?

Impact Index

Branding

CSat

Feedback

Early Warning Alerts

Deflected UTCs

Feature uptakes

Branding/Googleyness - Improve sentiment, user trust

Customer Satisfaction

Feedback: Actionable for Marketing/Product/Services

Alerting - Early warning alerts to Product/Services

Troubleshooting - Deflected UTCs

Successful Answer (SA) Force Multiplier (FM)

1:1 Resolved Community cases: ●  Threads x % AS* x Cost/Case1

1:M Resolved Community cases: ●  PVs x RR** x Cost/Case

1. Cost/Case as an average of support channels: i.e. phone, email, chat

? A!

Solved

? A!

Solved

RR

**RR = Resolution Rate *AS = Accepted Solution

Cost savings of deflected UTCs: online self-help vs. high touch support

? A!

Solved

? A!

Solved

RR

1:1 Resolved Community cases: ●  Threads x % AS* x Cost/Case1

1:M Resolved Community cases: ●  PVs x RR** x Cost/Case

*AS = Accepted Solution **RR = Resolution Rate

1. Cost/Case as an average of support channels: i.e. phone, email, chat

Cost savings of deflected UTCs: online self-help vs. high touch support

Successful Answer Force Multiplier

Advertiser views a recommendation

adds a feature to AdWords account

Feature Uptakes: Driving revenue

How do you measure success?

Questions?