c20 by dawn lacallade magic spreadsheet
TRANSCRIPT
Business Needs
Idea
s
Foru
ms
Cont
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xcha
nge
Blog
s
Web
inar
s
Vide
os
Ratin
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Rev
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3rd
Part
y Si
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Websitex Traffic Acquisition 2 3 1 2 2 2 1 1
SEO 2 3 1 3 2 2 1 0 Content Creation- Marketing Materials 0 2 1 2 1 2 3 0
Product Recommendations in browse path 0 1 0 1 0 0 3 1 PR /Brand Crisis help 1 3 0 3 1 2 0 2
0 1 0 2 1 0 1 1
x Direct communication3 3 0 3 3 2 2 2
Advocate creation 2 2 1 1 1 1 1 1
Personalize the company2 2 0 3 3 3 0 1
Corp/Exec Branding 0 1 0 3 2 2 0 0
Campaign feedback3 2 0 2 1 1 0 0
Research and Development
x Idea generation3 3 2 1 1 0 1 1
TweaksGame changing ideas
x Prioritization 3 2 1 0 0 0 1 1
Beta testing0 2 0 1 0 0 0 1
Strategic partnering 2 2 1 1 0 0 0 1
Focus groups0 2 0 1 1 0 1 1
0 2 3 0 0 0 0 1
Support
x Content creation- support (self help matls)0 3 1 0 0 0 0 0
Learning Content0 3 2 2 1 1 0 0
Importance (enter HIGH need items here from
survey)
Detailed product recommendations/case studies
Content Creation- product expansions (software)
Questions and Answers0 3 1 2 2 2 0 2
Internal Community
x Improve communication
2 3 1 2 1 1 0 0
Company loyalty3 3 2 1 1 1 2 0
Knowledge collection or sharing
2 3 3 1 2 2 0 0
Internal research and development3 2 1 1 1 1 1 1
Improve new employee education0 2 1 1 1 1 0 0
Sales
x Product Recommendations0 2 0 0 0 0 3 1
x Product use cases 0 2 0 0 0 0 3 1
Impulse buy opportunity
1 2 1 2 2 2 0 1
Presales questions0 3 0 2 2 2 3 1
WOM Marketing1 2 1 3 3 2 1 1
Business ReadinessCosts H M M L L L M L
High- Cost of implementation/maintance is >50K0 0 0 0 0 0 0 0
x Medium- Cost is between 10K-50K -3 0 0 0 0 0 0 Low- Under 10K/Year -5 -3 -3 0 0 0 -3 0
Time/Staffing Levels HH M L M M M L M0 0 0 0 0 0 0 0
x -3 0 0 0 0 0 0 0 -5 -3 0 -3 -3 -3 0 -3
High- Headcount intensiveMedium- Some full time HC.Low- Part time HC can carry
PR/Business Risk H M M M L L M L0 0 0 0 0 0 0 0
-3 0 0 0 0 0 0 0x -5 -3 -3 -3 0 0 -3 0
Customer Web Comfort H M H L M L L M0 0 0 0 0 0 0 0
x -3 0 -3 0 0 0 0 0 -5 -3 -5 0 -3 0 0 -3
Community Maturity H L M L L L M L0 0 0 0 0 0 0 0-3 0 0 0 0 0 0 0
x -5 0 -3 0 0 0 -3 0
Benefits:High=3Medium=2Low=1None=0
High- Very visible success/failureMedium- Visible, but can be backed out ofLow- give it a shot, little to lose if backed out
High- Avid/ sophisticated web usersMedium- online with varied abilitiesLow- little online experience
High- existing well engaged communityMedium- existing with some engagementLow- little engagement or no community
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Polls
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0 0 2 1 1 0 2 1 1 0 0 Page Views, Unique Visitors, 0 0 1 0 1 0 1 2 1 0 1 Traffic Sources- referring URLs0 3 2 3 2 0 1 1 2 1 0 Content Created1 1 1 2 0 0 1 0 1 0 0 Ratings & Reviews created
3 1 1 0 0 0 1 0 0 0 0 Net Promoter, Sentiment
0 3 1 3 0 0 0 0 1 0 0Number of case studies
1 2 1 0 0 2 2 1 2 3 0
0 2 2 2 0 3 1 0 3 3 0 Net Promoter, Sentiment
0 2 1 1 0 2 3 0 1 1 0
0 2 0 0 0 0 2 0 0 0 0 PR mentions, views, comments
2 3 2 2 2 0 1 0 1 1 0
1 3 1 1 0 3 1 1 1 0 0
1 2 0 1 1 2 1 0 1 0 0 Votes, Feedback received
0 3 1 2 0 0 0 0 3 3 0
1 2 1 1 0 2 0 1 2 2 0 Engagement, feedback generated
0 3 1 2 0 2 0 0 3 3 0Engagement, feedback generated
0 2 1 1 0 0 0 0 2 1 0
0 1 2 2 0 0 0 3 2 1 0
0 2 1 2 0 1 1 3 2 1 0
Mon
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Li
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Posts, responses, company response rate and time to answer
Posts, responses, company response rate and time to answer, views
Comments, campaign success measures
Ideas created, votes, number implemented, response rate
Participation, comments, improvements
Volume of content created, quality of content, use of content
Content created, content quality, content consumption
Content created, content quality, content consumption
0 1 2 2 1 0 1 2 2 3 0
0 1 2 0 1 0 1 1 3 3 1
Participation- by level of org.
0 0 1 2 0 1 1 1 0 0 0
0 2 2 0 1 2 3 3 2 2 1
1 2 2 0 1 2 1 0 1 0 0
0 2 3 0 0 1 1 3 2 2 0
1 2 1 3 0 1 0 0 1 0 0R&R created, amount helpful, views
1 3 1 3 0 2 0 0 1 0 0 Use cases created, views
0 0 1 0 0 0 2 1 0 0 0
0 0 2 1 0 0 2 1 2 2 0
0 0 0 1 1 0 2 1 2 2 0
L H M H L M M M L L L
0 0 0 0 0 0 0 0 0 0 0
0 -3 0 -3 0 0 0 0 0 0 00 -5 -3 -5 0 -3 -3 -3 0 0 0
L H M H L M H H L L L0 0 0 0 0 0 0 0 0 0 00 -3 0 -3 0 0 -3 -3 0 0 00 -5 -3 -5 0 -3 -5 -5 0 0 0
Questions asked, answered, time to answer, amount answered by community vs company
Attrition rates; recommendations of new employees.
Number posts, answered rate, view rates, participation by org and level
participation; number of ideas implemented
content created; views of content; ramp time to meeting metrics
time to repurchase, purchase conversion assists
Questions asked and answered and views, number answered by community, time to answer
Capture referrals from other customers
L L M H L M L M L L L0 0 0 0 0 0 0 0 0 0 00 0 0 -3 0 0 0 0 0 0 00 0 -3 -5 0 -3 0 -3 0 0 0
L H M H L M M H M L L0 0 0 0 0 0 0 0 0 0 00 -3 0 -3 0 0 0 -3 0 0 00 -5 -3 -5 0 -3 -3 -5 -3 0 0
L M H H L H L H M L L0 0 0 0 0 0 0 0 0 0 00 0 -3 -3 0 -3 0 -3 0 0 00 -3 -5 -5 0 -5 0 -5 -3 0 0
Business Impact
Brand awareness, sales leadsBrand awareness, sales leadsReduced staffingImproves online conversion
PR tone improvement
Improve Conversion
PR tone improvement
Builds a personal brand for execs.
More effective marketing campaigns.
Reduce R&D staff/cost
Better products
Strategic advantage
Build brand, participate in online brand discussions
Build brand, participate in online brand discussions
Better products, reduced support costs, smoother launch, better marketing
Improved products, marketing campaigns, websites, etc.
Reduced development costs, improved product
Reduces support costs, reduce content creation costs
Engaging target customers, education on your business
Improve ConversionImprove Conversion
Increase conversion
Brand, conversion
Reduces support costs, reduce content creation costs
More cohesive decision making, better communication across large geographies, and across time zones.
Decrease cost of hiring and retraining. Higher employee satisfaction.
Reduces loss of knowledge with staff turnover; improved sharing of knowledge with all regions. Decreased ramp time.
improved products; employee buy in to new features
Faster time to ramp to new position; faster immersion into corporate culture
Reduced time to repurchase, bring customers back to the website, educate customers on products
Importance
Business Needs
Idea
s
Foru
ms
Blog
s
Web
inar
s
Vide
os
Websitex Traffic Acquisition 2 3 1 2 2 2 10 SEO 0 0 0 0 0 0 0 Content Creation- Marketing 0 0 0 0 0 0 00 Product Recommendations in browse path 0 0 0 0 0 0 0 PR /Brand 0 0 0 0 0 0 0 Crisis help 0 0 0 0 0 0 0
00 0 0 0 0 0 0
x Direct communication 3 3 0 3 3 2 20 Advocate creation 0 0 0 0 0 0 00 Personalize the company 0 0 0 0 0 0 00 Corp/Exec Branding 0 0 0 0 0 0 00 Campaign feedback 0 0 0 0 0 0 00 Research and Development 0 0 0 0 0 0 0x Idea generation 3 3 2 1 1 0 10 Tweaks 0 0 0 0 0 0 00 Game changing ideas 0 0 0 0 0 0 0x Prioritization 3 2 1 0 0 0 10 Beta testing 0 0 0 0 0 0 00 Strategic partnering 0 0 0 0 0 0 00 Focus groups 0 0 0 0 0 0 0
00 0 0 0 0 0 0
Support 0 0 0 0 0 0 0x Content creation- support (self help matls) 0 3 1 0 0 0 00 Learning Content 0 0 0 0 0 0 0 Questions and Answers 0 0 0 0 0 0 00 Internal Community 0 0 0 0 0 0 0x Improve communication 2 3 1 2 1 1 00 Company loyalty 0 0 0 0 0 0 0 Knowledge collection or sharing 0 0 0 0 0 0 0 Internal research and development 0 0 0 0 0 0 0 Improve new employee education 0 0 0 0 0 0 00 Sales 0 0 0 0 0 0 0x Product Recommendations 0 2 0 0 0 0 3x Product use cases 0 2 0 0 0 0 3 Impulse buy opportunity 0 0 0 0 0 0 0 Presales questions 0 0 0 0 0 0 0 WOM Marketing 0 0 0 0 0 0 0
Cont
ent
Exch
ange
Ratin
gs &
Re
view
s
Detailed product recommendations/case studies
Content Creation- product expansions (software)
Business Readiness 0 0 0 0 0 0 0
0 Costs 0 0 0 0 0 0 0
High- Cost of implementation/maintance is >50K0 0 0 0 0 0 0
x Medium- Cost is between 10K-50K -3 0 0 0 0 0 0 Low- Under 10K/Year 0 0 0 0 0 0 00 0 0 0 0 0 0 0
0 Time/Staffing Levels 0 0 0 0 0 0 00 0 0 0 0 0 0 0x -3 0 0 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0
0 PR/Business Risk 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 0 0 0 0x -5 -3 -3 -3 0 0 -30 0 0 0 0 0 0 0
0 Customer Web Comfort 0 0 0 0 0 0 00 0 0 0 0 0 0 0x -3 0 -3 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0
0 Community Maturity 0 0 0 0 0 0 00 0 0 0 0 0 0 00 0 0 0 0 0 0 0x -5 0 -3 0 0 0 -30 0 0 0 0 0 0 0
SUM -6 18 -3 5 7 5 5
High- Headcount intensiveMedium- Some full time HC.Low- Part time HC can carry
High- Very visible success/failureMedium- Visible, but can be backed out ofLow- give it a shot, little to lose if backed out
High- Avid/ sophisticated web usersMedium- online with varied abilitiesLow- little online experience
High- existing well engaged communityMedium- existing with some engagementLow- little engagement or no community
3rd
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1 0 0 2 1 1 0 2 1 1 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0
2 1 2 1 0 0 2 2 1 2 3 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 01 1 3 1 1 0 3 1 1 1 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 01 1 2 0 1 1 2 1 0 1 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 00 0 1 2 2 0 0 0 3 2 1 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 1 2 0 1 0 1 1 3 3 10 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 01 1 2 1 3 0 1 0 0 1 0 01 1 3 1 3 0 2 0 0 1 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 0
Mon
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Clos
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Com
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Loya
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Prog
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Idea
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0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0
0 0 -3 0 -3 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 -3 0 -3 0 0 -3 -3 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 -3 -5 0 -3 0 -3 0 0 00 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 -3 0 -3 0 0 0 -3 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 00 0 -3 -5 -5 0 -5 0 -5 -3 0 00 0 0 0 0 0 0 0 0 0 0 07 5 2 2 -8 3 2 4 -7 9 7 1###
Topic ValueForums 18Profiles 9Member Search 7Webinars 73rd Party Sites 7Blogs 5Videos 5Monitoring & Listening 5Ratings & Reviews 5Live Chats 4
-10
-5
0
5
10
15
20
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List
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Live
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Polls
Grou
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Idea
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Clos
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Cont
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Idea
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Loya
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Strategic Selection of Tools
Tool
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Good Fit
Poor Fit
Polls 3Groups 2Ideation Sessions 2Closed Community 2Calendars 1Content Exchange -3Ideas -6Wikis -7Loyalty Programs -8
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Clos
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Cont
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Idea
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Strategic Selection of Tools
Tool
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Good Fit
Poor Fit
0
Metric Title
ContributionsPosts
marked answered
median time to reply/ answer
% posted by Company
% posted by Development% posted by Support% posted by MVPMVP Posts
Percent of new users that post Views of answered content% implementedRegistrations
Active Users
General Sentiment (pos/neg)
Product feature ideas or requests Content Exchange # uploadsContent Exchange # downloadsblog posts views comments Blog views % of all viewsPageViewsSearch Initiated Traffic (organic)Direct Traffic Time on site/viewUnique Visitors (daily)VisitsPages per visitBounce Rate (%)Cross Traffic
Purchase Assists
% posted by Product Development Team
% posted by Moderators/Community team
Top traffic pagesBottom traffic pagesTop domains that refer to site
Click areas on the pages
Description
Total posts in the Forums.
These next couple are breakdowns of who in the company participates.
MVPs are our top tier of users.Raw number of above
Pageviews of content marked as answered.Of the ideas given, what percent was implemented.New registrations (joiners) for a time period
Number of product feature requests received.Number of files uploadedNumber of files downloaded by the community.Number of postsViews of postsNumber of comments on postsblog views divided by total page viewsTotal page views (total page loads)% of traffic that comes from search engines% of traffic that comes from bookmarks or linksHow long (in minutes) people are spending on your site.Daily unique visitors to the siteTotal visits (total number of sessions on your site)Average pages per visit of those visiting the siteNumber of people who only look at a single page and then leave.Traffic between your sites (like community and commerce)
All UGC content and activities on the site- includes posts, content ratings, reviews, comments, votes, etc.
Total number of posts that were marked as answered in the timeframe (we look weekly/monthly/quarterly/annually)
Median time from the asking of the original post (when marked a question) to the accepting of the answer.
Shows company participation rate. Company posts(or contributions) divided by Total posts .
number newly registered users who post divided by total new registrations for the same time period.
Number of people who took an action (beyond logging in) in the timeframe.
Based on keywords and word combinations- automated system to evaluate posts/blogs/etc for tonality and give an overall ratio of tone on the community.
People who originated from the community and purchased in same browser session
Top Pages by viewsBottom pages by viewsList
Shows the number of clicks on some of the links/areas of the pages.