top 5 reasons for a branded online community

Top 5 Reasons to Consider a Branded, Online Community

Sponsored by:Jerry RackleyChief Analyst

Demand Metric

Dennis ShiaoDirector, Content Marketing

DNN

Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.

Why are we here?

Research shows branded,

online communities influence

revenue.

Download a copy of Demand

Metric’s Benchmark Report

[sponsored by DNN]

http://www.dnnsoftware.com/resources/whitepapers/new-research-online-communities-drive-customer-engagement-and-influence-revenue/view/whitepaper?utm_source=dnn-slideshare-20141105webinar&utm_medium=text-link&utm_campaign=dnn-slideshare-20141105webinar



Five Reasons

1. Supplement social media

2. Improve loyalty

3. Engage your community

4. Measurable impact

5. Executive involvement


1. Supplement Social Media


I’m already doing social media, why do I need a branded, online

community?

Branded, online communities supplement social media well or very well.

1. Supplement Social Media


Engage at a deeper, more meaningful level.

Better align your brand to the user experience (more customization options).

Full access to detailed analytics (you own the data, you own the data, you own the

data).

Your branded, online community is your’s and your’s alone.

Use social media to draw new members in to your community.

2. Improve Customer Loyalty


How do branded, online communities improve customer loyalty?

Branded, online communities improve customer loyalty well or very well.

2. Improve Customer Loyalty


Tips for Your Online Customer Community

Create logins (in your customer community) as part of the customer onboarding

process.

Actively manage customer questions that require further attention from the

community.

Reward and acknowledge active community users via light touch (badges) and high

touch (new post from an executive).

Use Ideation features so customers can help guide your product roadmap.

3. Engage Your Community


Customer engagement is great, but what

do we get out of it and how do branded,

online communities deliver it?

Communities that

influence 16% or more of

revenue: 64%

satisfaction with

engagement levels

Communities that influence

15% or less of revenue:

26% satisfaction with

engagement levels.

3. Engage Your Community


8 Tips for Increasing Engagement in Your Online Community

1. Use fresh and relevant content to get members to return.

2. Incorporate visual content.

3. Encourage the creation of user-generated content.

4. Use competitions to drive registrations and engagement.

5. Help users promote their passion.

6. Share the same content at different times to extend your reach.

7. Provide useful tools and resources.

8. Communicate changes to your community.

Source: A DNN eBook, "8

Ways to Sustain

Engagement in Your

Online Community"

http://www.dnnsoftware.com/resources/whitepapers/8-ways-to-sustain-engagement-in-your-online-community/view/whitepaper?utm_source=dnn-slideshare-20141105webinar&utm_medium=text=link&utm_campaign=dnn-slideshare-20141105webinar

4. Measurable Impact


So branded, online communities sound like a great idea in theory, but do they really

influence revenue?

54% use intermediate or advanced metrics.

79% use no or just basic metrics.

15% or

less

16%+

4. Measurable Impact


8 Online Community Metrics to Track

1. Registration conversion.

2. Percentage of users active, participating and contributing.

3. New members: number of sessions and average session

duration during months 1 and 2.

4. Activity by content area or feature.

5. Mean time to respond (to a post).

6. Median user engagement score.

7. Median user influence score.

8. Number of connections made in the past month, past 6

months.

REGISTER TO DOWNLOAD

http://www.dnnsoftware.com/resources/whitepapers/online-community-health-analytics-e-guide/view/whitepaper?utm_source=dnn-slideshare-20141105webinar&utm_medium=text=link&utm_campaign=dnn-slideshare-20141105webinar



5. Executive Involvement


How can we get executives involved in our community, and what good comes from

it?

15% or

less

16%+

69% w/highly involved

execs.

40% w/highly involved execs.

5. Executive Involvement


4 Tips for Executive Involvement in Branded,

Online Communities

1. Share content and provide feedback

2. Blend in with the crowd

3. Perform active listening

4. Provide an official comment when needed

Source: A DNN blog post,

"Executive Participation in

Online Communities:

Drive Success with Basic

Coaching”

http://www.dnnsoftware.com/blog/executive-participation-in-online-communities-drive-success-with-basic-coaching-infographic?utm_source=dnn-slideshare-20141105webinar&utm_medium=text=link&utm_campaign=dnn-slideshare-20141105webinar


The Keys to Building Successful Online Communities

1. Define what success looks like (e.g. success metrics)

2. Build the business case

3. Select an online community platform most suited to your business case

4. Hire a community manager

5. Measure, adapt and adjust. Then measure some more.


Benchmark Report

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