how to measure and track the business value of community
DESCRIPTION
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.TRANSCRIPT
Measuring, Tracking, Amplifying the Business Value of Community
Scott Hirsch VP Product Marketing @getsatisfaction #GetSuccess
@getsatisfaction 2 #GetSuccess @dscotthirsch
Purpose 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
@getsatisfaction 3 #GetSuccess @dscotthirsch
Get Satisfaction communities enable companies to be at the center of the conversation … Conversations are how
communities deliver value
@getsatisfaction 4 #GetSuccess @dscotthirsch
Conversa)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
@getsatisfaction 5 #GetSuccess @dscotthirsch
Conversa)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
@getsatisfaction 6 #GetSuccess @dscotthirsch
The Value in the Dialogue
• Bi-‐direc)onal • Has purpose • Has an outcome • Asynchronous
(happens even when you’re not listening)
@getsatisfaction 7 #GetSuccess @dscotthirsch
Service/Support and Customer Experience
Sample: Community Value Metrics
Marketing and SEO
Feedback and Collaboration
! Ticket deflection
! Improved first call resolution
! Enhanced agent efficiency
! Improved CSAT
! Improved purchase intent
! Improved brand perceptions
! Lower-cost content to capture and score leads
! More organic search referral traffic
! Faster time to market
! Less re-work
! Real-time, ongoing ideation
@getsatisfaction 8 #GetSuccess @dscotthirsch
Marketing and SEO
@getsatisfaction 9 #GetSuccess @dscotthirsch
! Make your website more engaging
! Capture customer content for marketing
! Improve your search performance (SEO)
Value Drivers: Marketing and SEO
Improve brand perceptions Increase customer satisfaction
Improve purchase intent Increase conversion rates
Decrease SEM spend Increase pageviews
@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 and integration with other community initiatives
– Deliberate effort to promote GetSat use on Facebook page
Example #1: Consumer Brand (CPG) Community Details
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Example #1: CPG Measurement of Specific Metrics*
Que
s%on
s Prob
lems
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
@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 reap
benefit of purchase intent improvement
– Community recommended to all brands as always-on infrastructure for consumer relations
– Replacing KB and email with community in certain brand/country combinations
Example #1: CPG Marketing Value Calculations
@getsatisfaction 13 #GetSuccess @dscotthirsch
Service and Support
@getsatisfaction 14 #GetSuccess @dscotthirsch
! Reduce need for 1to1 support channels
! Create better self-service experiences
! Enable peer-to-peer support
Value Drivers and Metrics: Service and Support
Deflect support tickets/issues Increase customer satisfaction
Decrease in repeat questions Enhance shared knowledge
Increase agent efficiency Increase “self-direction” score
@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 support
Example #2: Prezi - Online SaaS Software Community Details
@getsatisfaction 16 #GetSuccess @dscotthirsch
Example #2: Prezi ROI Hypothesis
Deflection 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)
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@getsatisfaction 18 #GetSuccess @dscotthirsch
Example #2: Prezi Source Data (CHA)
Assumption: 90% of total replied-to topics are “answered” or “solved” Last 6 months = 3,725
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90% of total Q&P pageviews (last 6 months) = 741K
Example #2: Prezi Source Data (CHA)
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Example #2: Prezi Actual Deflection Value - Deflections
6-‐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
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@getsatisfaction 21 #GetSuccess @dscotthirsch
Example #2: Prezi Support 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
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Is this the ROI? You could easily calculate an ROI … just divide by annual costs (mostly software + staff)
@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
@getsatisfaction 23 #GetSuccess @dscotthirsch
Questions
Answers.
http://gsfn.us/t/3zaqp Or search for the topic in our community: “How do you measure the value of your community?”