the 2017 community value and metrics report
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Tracking Business Value and Measurement of Brand Communities
THE 2017 COMMUNITY VALUE
AND METRICS REPORT Tracking Business Value and Measurement of Brand Communities
About the Speakers
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Jane Doe @twitterhandle
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John Doe @twitterhandle
DEFINING COMMUNITY
4
Tracking Business Value and Measurement of Brand Communities
How do you define a brand community in your organization? (select all that apply) (% of respondents)
Has measurable goals
and objectives
56%
Is a line of business or a strategic initiative for the organization
54%
Has members who develop relationships with each other online
or offline
66%
Other6%
I don’t know how to define my brand
community
14%
Has a dedicated community manager
59%
Has an executive sponsor
21%
Tracking Business Value and Measurement of Brand Communities
THE SPACE MODEL: The 5 Dimensions of Community Strategy
6
Tracking Business Value and Measurement of Brand Communities
Community’s Business Value
1%
4%4%
18%
13%13%
23%26%
What is the single most important value that your community drives for your organization?(% of respondents)
Customer Support or Customer
Success
Product Ideation, Innovation and
Feedback
Acquisition and Advocacy
Content andProgramming
ExternalEngagement
InternalEngagement
Other I am not sure what business value our community drives
7
Tracking Business Value and Measurement of Brand Communities
Changing Priorities Has the above always been the most important value that community drives for your organization, or has it changed over time?(Number of respondents)
65%This has always been
the most important value
35%Our most important value
has changed
8
Tracking Business Value and Measurement of Brand Communities
Changing Priorities % that switched to this business value
(% of respondents)
% who have always had this business value(% of respondents)
Customer Support or Customer Success
85%15%
Product Ideation, Innovation & Feedback
53%47%
Acquisition & Advocacy
60%40%
Content & Programming
76%24%
External Engagement
72%28%
Internal Engagement
82%18%
MEASURING VALUE
10
Tracking Business Value and Measurement of Brand Communities
The Most Popular Metrics
31%
What metrics do you measure to demonstrate your community’s business value?(Only those options available to all participants)(% of respondents)
Retention
New customers
Customer satisfaction ratings
Customer loyalty
NPS score
Customer lifetime value
Change in sales revenue
Cost savings
54%
37%
37%
28%
24%
24%
14%
11
Tracking Business Value and Measurement of Brand Communities
The Most Popular Metrics
8%
Among the metrics you measure to show your effect on business value, what is the most important one?(Only those options available to all participants)(% of respondents)
Retention
Change in sales revenue
Customer lifetime value
Customer loyalty
Customer satisfaction ratings
New customers
NPS score
Cost savings
14%
13%
8%
7%
6%
6%
3%
12
Tracking Business Value and Measurement of Brand Communities
Most Popular Metrics by Community's Business Value
Value Most Popular Metric
Customer Support or Customer Success # or % of answered questions (65%)
Product Ideation, Innovation and Feedback Product Ideas (60%)
Acquisition and Advocacy New user/member sign-ups (62%)
Content and Programming Number of active users/members (74%)
External Engagement Retention (20%)
Internal Engagement Retention (25%)
13
Tracking Business Value and Measurement of Brand Communities
How Long It Takes to Decide on Metrics
Less than1 month
1-2 months 3-4 months 5-6 months More than 6 months
I don’t know
12%15% 14%
6%
21%
How long did it take you to decide that these were the correct metrics to measure?(% of respondents)
32%
14
Tracking Business Value and Measurement of Brand Communities
Plan vs. Reality
24%
14%
12%
29%
50%
55%
55%
60%
28%
59%
24%
31%
37%
37%
28%
54%
% of respondents who measure the metric vs plan on measuring the metric(% of respondents)
Change in sales revenue
Cost savings
Customer lifetime value
Customer loyalty
% of respondents who measure the metric % of respondents who plan on measuring the metric
Customer satisfaction ratings
New customers
NPS score
Retention
15
Tracking Business Value and Measurement of Brand Communities
Measurement Success
2.44%
2.00%
2.83%
2.42%
2.59%
2.71%
2.50% 2.50%
2.71%
3.00%(Weighted Confidence vs. Revenue)
$0 - $250k
$250k - $500k
$500k - $1m$1m - $10m
$10m - $50m
$50m - $100m
$100m - $500m
$500m - $2b$2b - $10b
Over $10b
On a scale from 1 to 4, how confident are you that you have the right metrics in place todetermine the business value of your community?
INTERNAL EFFECT
17
Tracking Business Value and Measurement of Brand Communities
Running Reports
3% 1%5%
11%
21%18%
42%
How important is it to have the ability to quickly run reports?(% of respondents)
1 2 3 4 5 6 7
18
Tracking Business Value and Measurement of Brand Communities
The Role of the Community Manager Is your community staffed with a dedicated Community Manager?(Number of respondents)
71%Yes
29%No
19
Tracking Business Value and Measurement of Brand Communities
The Role of the Community Manager
22%
38%
69%
71%
69%
79%
80%
91%
94%
67%
Is your community staffed with a dedicated Community Manager?(Responses from particpants who have a community manager)(% of respondents)
$0 - $250k
$250k - $500k
$500k - $1m
$1m - $10m
$10m - $50m
$50m - $100m
$100m - $500m
$500m - $2b
$2b - $10b
Over $10b
20
Tracking Business Value and Measurement of Brand Communities
Organizational impact How have these metrics affected your organization internally?Please rate the degree to which you've seen these effects (if at all).(% of respondents)
Increased headcount onthe CM team
Increasedleadership support
Increased budget
Spread of community into other departments
Increased interest in community from
other departments
Yes No
7%93%
18%82%
27%73%
10%90%
41%59%
CONCLUSION What’s Next?
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