community driven marketing

Leveraging community to drive marketing and business ROI

@LaurenPerkins

Founder and CEO @PerksConsulting Business & Marketing Faculty @GA

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

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• Community as a Marketing Lever

• Measuring contribution of community

• Reporting

AGENDA


What Matters Most

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BRAND AND MARKETING PERFORMANCE


MAKE THEM WANT YOU!

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We have a brand + marketing strategy

Strategy 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

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THE OLD GAME

©Perks Consulting Inc. @laurenperkins #CMXSUMMIT @CMX

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

THE MARKETING SPIRAL


THE MARKETING SPIRAL

AFFINITY

COMMUNITY

CONVERSATION

PARTICIPATION

INTERACTION

ENGAGEMENT

AWARENESS

Traditional Push Marketing Community Social Media

SOCIAL MEDIA/ MK ≠ COMMUNITY


DEFINITION OF COMMUNITY Group of individuals with set of common interests that are

engaging with each other

WHO IS IN YOUR COMMUNITY? •  Customers

•  Employees

•  Partners •  Suppliers

•  Other stakeholders

WHAT IS COMMUNITY?


OMG WTF?! KEEPING UP WITH THE COMMUNITY


Business Goals Sample objec2ves

Awareness Increase reach through WoM and viral marke2ng

Loyalty Increase customer loyalty/brand affinity

Commerce Drive product sales Generate subscrip2on revenue from paid community access

Insights/ Innova2on

Pipeline for customer input to drive incremental improvement

Service and Support

Call deflec2on for cost savings, incident avoidance, reduc2on, 2me to close


SET THE BAR

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Business Goals Sample objec2ves Community Ac2ons Needed

Awareness Increase reach through WoM and viral marke2ng

Community members share informa2on on their social networks

Loyalty Increase customer loyalty/brand affinity Members report high customer sa2sfac2on Members purchase more product

Commerce Drive product sales Generate subscrip2on revenue from paid community access

Members buy products People subscribe to be part of the community

Insights/ Innova2on

Pipeline for customer input to drive incremental improvement

Members provide feedback on what they like, want in the product

Service and Support

Call deflec2on for cost savings, incident avoidance, reduc2on, 2me to close

Members search knowledge base for answers before calling or emailing customer support


CLEAR THE BAR

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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


•  Increased engagement on community sites can result in a 25% increase in revenue

Source: The Marketing Science Institute “Social Dollars: The Economic Benefits of Online Communities”

http://cmxhub.com/measure-community-marketing/

COMMUNITIES THAT DELIVER


25% REVENUE


•  Increasing retention rate by 5% can increase profits by up to 95% over the long term

Source: The Fetch”How Threadless, The Huffington Post, and Fitocracy Understand the Business Value of Community”, HBS



5% RETENTION

RATE

95% PROFITS

=

REPEAT CUSTOMERS

VS


•  Repeat customers spend 67% more than new customers



$

67% NEW

CUSTOMERS


•  Loyal customers are worth 10 times as much as their first

purchase

•  Word-of-mouth recommendations influence 80% of customer

decisions Source: Marketo’s post Looking for Higher Marketing ROI? Engage Your Customers

•  Handful of people in the early Salesforce MVP program generated 5-7% of their Twitter mentions




•  Community members spend 2x more and have a 33% higher adoption rate than non-community members.

Source: CMX/salesforce.com



ADOPTION RATE

33% COMMUNITY MEMBERS

Identify relevant metrics for your business goals and objectives Define success carefully Track, measure, learn, adjust Report

THE SYSTEM: TRACKING AND REPORTING ROI


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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

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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 Objec2ve Community Ac2on Metrics Business Outcomes Metrics

SEO • Generate traffic from search engines

• Reduce cost of genera2ng search traffic

• Top search engines visitors are using • Top keywords that brought them • Top community URLs for search engine traffic

• Page views, 2me 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 invita2ons for others to join community

• # men2ons across social sites

• Clicks on links, tracking codes

Lead Genera2on • Generate prospects • # registra2ons • # Informa2on downloads, promo2on codes, event aSendance 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 2me to poten2al issues • # Issues averted • Cost savings from aver2ng issues

Source: Oracle, Best Prac2ces for Measuring the Return of Online Communi2es

LINKING COMMUNITY METRICS TO BUSINESS METRICS - AWARENESS


Revenue Objec2ve Community Ac2on Metrics Business Outcomes Metrics

Product Sales • Increase product sales revenues

• Click throughs to promo2on • Click throughs to shopping carts from community

• Revenues – cross sell, up sell members vs non-‐mem bers

Adver2sing • Revenue from ads on community sites

• Pages served • Time on site • Sessions

• # ad served • CPM

Subscrip2ons • Increase revenues from subscrip2ons/par2cipa2on in events

• Links to subscrip2on pages • Registra2ons

• $

Source: Oracle, Best Prac2ces for Measuring the Return of Online Communi2es

LINKING METRICS TO GOALS & USE CASES - REVENUE


Source: The Community Roundtable

KEEP IT MANAGEABLE – CONSIDER COMMUNITY MATURITY


STRATEGY

LEADERSHIP

CULTURE

COMMUNITY MANAGEMENT

CONTENT & PROGRAMMING

POLICIES & GOVERNANCE

TOOLS

METRICS & MEASUREMENT

HIERARCHY EMERGENT COMMUNITY COMMUNITY NETWORKED

Familiarize & Listen

Command & Control

Reactive

None

Formal & Structured

No Guidelines for UGC

Consumer tools used by individuals

Anecdotal

Participate

Consensus

Contribute

Informal

Some user generated content

Restrictive Social Media policies

Consumer & Self-Service tools

Basic Activities

Build

Collaborative

Emergent

Defined roles & processes

Community created content

Activities & Content

Integrate

Distributed

Activist

Integrated roles & processes

Integrated formula & user generated

Inclusive

Behaviors & Outcomes

‘Social’ functionality is integrated

Mix of consumer & enterprise tools

Flexible Social Media policies

Stage 1 Stage 2 Stage3 Stage 4

GROW START BUILD

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SO WHO CARES?


COMMUNICATING THE VALUE OF COMMUNITY TO THE REST OF THE ORGANIZATION

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CUSTOMER

• 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

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Make sure community and marketing play nice

Know the playing field

Follow the money

Sell it up the chain

THE COMMANDMENTS


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QUESTIONS?

[email protected]

@laurenperkins

@perksconsulting

linkedin.com/in/perksconsulting

©Perks Consulting Inc.

#CMPLAYBOOK AVAILABLE NOW!

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