Advanced measurement: Proving Business Value to Expand or Sustain Your Community

Corey Matthews Sr. Strategy Consultant Jive Software

Advanced Measurement: Proving Business Value to Expand or Sustain Your Community

#jiveworld

Claire Flanagan Josh Richau Director Value Strategy Jive Software

Sr. Director Product Management Jive Software

Josh Richau Sr. Director Product Management Jive Software

Claire Flanagan Director Value Strategy Jive Software


© Copyright 2000-2014 Jive Software. All rights reserved. Page 5

Be a Value Detective

Jive Analytics

Measurement Framework, Value Clues

Lead Gen, Value Impact

JIVE ANALYTICS ADVANCED MEASUREMENT

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JIVE ANALYTICS

Insights at All Levels

Individual

Group owner

Community manager

Business owner

All stakeholders

Impact Metrics

Community Manager Reports

Resonata

Web Analytics

Business Analytics

Data Export

© Copyright 2000-2014 Jive Software. All rights reserved.

•  Lists of users

•  Places data

•  Content leaderboard

Export to CSV

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CMR

Community Manager Reports


Get your data to do custom reporting:

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JIVE ANALYTICS

Analytics DB vs. Data Export Service

Analytics DB

Cloud Analytics Service

Jive Activity Capture: <user> did <activity> on <object> in <group>

API Download from Hosting (or have on prem)

Analytics DB Available Jive 4+

Available Jive 7+

Custom Reporting


Same API as used by mobile Allows programmatic data gathering for numbers you can see in the UI

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JIVE ANALYTICS

Core API


JIVE ANALYTICS

Keep Improving

Become more prescriptive

Build the basics into the product

Make it as easy as possible to get your data

BENCHMARK PERFORMANCE, PROVIDE VALUE “CLUES”

ADVANCED MEASUREMENT

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Community Adoption & Health

Perceived Value

Business Value*

+ +

MEASUREMENT FRAMEWORK

* First 2 areas will provide “clues” for further investigation “Value Detectives” interview, provide insights to prove business value


1.  Track Activity

2.  Measure Sentiment

3.  Watch for Clues

4.  Interview

5.  Extract Impact

6.  Find Financial Gurus if you’re not one

7.  Engage Jive Value Desk we can help

8.  Tell the Value Story before, after




Who …is engaged and at what level of participation?

What …is being done in the platform?

Where …is the engagement occurring, on what topics?

Impact What impact does these engagement and collaboration activities have on your business?


Community Adoption & Health “Table Stakes”


Participation Ladder



Unique Tiers

Registered vs. Active

Engagement

Engagement Activities

Engagement Index

By Mo/Day

Engagement Ladder

Stickiness (DAU/MAU)

Engagement Frequency

Demographics

Profile Completeness

Connectors/ Influencers

Geographic/BU Reach

Level/Role Reach

Use Case/ Place Health

Most Active/ Changed

Least Active/ Changed

Dead Groups/ Archive Targets

Use Case Success Stories

Outcomes

Questions Answered

Ratio

Open Questions

Report

Outcomes

Google Page Rank (SEO/

External)

Google Pages Indexed (Brand

Awareness/External)

Rev/Engaged Customer

(External)

Lead Conversion (External)






Unique Tiers

Registered vs. Active

Engagement

Engagement Activities

Engagement Index

By Mo/Day

Engagement Ladder

Stickiness (DAU/MAU)

Engagement Frequency

Demographics

Profile Completeness

Connectors/ Influencers

Geographic/BU Reach

Level/Role Reach

Use Case/ Place Health

Most Active/ Changed

Least Active/ Changed

Dead Groups/ Archive Targets

Use Case Success Stories

Outcomes

Questions Answered

Ratio

Open Questions

Report

Outcomes

Google Page Rank (SEO/

External)

Google Pages Indexed (Brand

Awareness/External)

Rev/Engaged Customer

(External)

Lead Conversion (External)

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Today’s Focus for “Value Clues”

Internal External Both


JiveWorld14 > Advanced Customer Measurement http://bit.ly/1yc0Qtd

Templates & Techniques

BENCHMARK PERFORMANCE, PROVIDE VALUE “CLUES”


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Contributing

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BOTH

Member Definitions http://bit.ly/Zm2Jaq Benchmark data from The CR 2014 State of Community Management Research http://bit.ly/1qMbIrS

Participating

Consumers (aka “Lurkers”)

Inactive

Act

ive

Reg

iste

red

Mem

bers

In

activ

e

1%

9%

90%

N/A

2006 2014 “Ave”

2014 “Best” Member Types

Benchmark Participation Ladder


Contributing

Participating

Consumers (aka “Lurkers”)

Inactive

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BOTH

Benchmark Participation Ladder

Member Definitions http://bit.ly/Zm2Jaq Benchmark data from The CR 2014 State of Community Management Research http://bit.ly/1qMbIrS

2006 2014 “Ave”

2014 “Best”

1% 11% 15%

9% 25% 33%

90% 64% 52%

N/A

N/A Move to

other buckets above

N/A Move to

other buckets above

Act

ive

Inac

tive

Reg

iste

red

Mem

bers

Member Types


Members can engage in your community …by performing activities events: creating content, reading, downloading, commenting, following …on content types objects: people, documents, discussions, ideas, places, etc.

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Engagement

About the Data Export Service http://bit.ly/1qPpJVJ Analytics Data Model http://bit.ly/1sEBZ0W

BOTH


Page views won’t help you

• Analyze WHAT is happening on WHAT objects

• Determine if engagement types map to goals

• Determine if current change/marketing programs are driving the right behaviors

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Engagement Ladder

BOTH


Measure mo/mo “change” (net new) to see growth trends Are consumption activities over-represented for your community goals?

If collaboration is your goal, are you seeing enough creates, modifies, responses? External community? Is there enough “interaction” (likes, responses, helpful, etc.)

BOTH

Engagement Ladder


How much engagement does one active user, on average, generate in a reporting time period? Is that a good # for your use case? How does it compare to your peers, your KPIs?

Engagement Index 20

550 100

4500

BOTH


MEASURE Month/month

Average daily

COMPARE Against your own KPIs

Benchmark with peers

Engagement Index

EI = Activities/Active Users

BOTH


PLACES REPORT Place names

Place tags

ANALYZE Categorize

Spot new use cases

Analyze Use Case Success (Place Health)

BOTH


What are your Top 50 Places?

What is the EI for Top Places?


This analysis gives you a clue. But views may be a greater portion of activity, so look at…

Place EI = Place Activity / Active Place Members

Sample EI 21 = 551 / 26

BOTH


What places have most member interactions? (≠ views)

Ask: What are they doing well?


GOOD: Show community engagement, interaction volume BETTER: Interview members to learn success “secret sauce” to report. Model as “best practice”

BEST: Quantify $ impact of interactions on call deflection, reduced meetings, productivity

BOTH


What are the outcomes from your community?

Run report that includes •  Object Type •  Object ID •  Object Name •  Date •  User Name •  Container Name

Option: Use Gamification Metrics if missions map to your goals

Outcomes

GOOD: Show “raw” results of community value in exec dashboards BETTER: Find source for context. Talk to authors (user name) to discover, report stories

BEST: Quantify impact on time, cost, revenue, productivity, customer value

BOTH


• How was this work done before? After? REDUCED STEPS?

• Have you won deals as a result of this use case? IF SO, WHAT WAS $?

• Have you reduced the number of meetings? IF SO, BY WHAT %?

• Have you found experts, connected customers, located

assets faster? IF SO, BY WHAT %?

•  Is the team or engagement with customers more

effective? IF SO, BY WHAT %?

• Have you reduced steps? IF SO, BY WHAT %?

• Are you more effective? IF SO, BY WHAT %?

• Have you saved $? IF SO, HOW MUCH?

Quantifying Impact of Success Stories Interview Use Case Owners & Members

BOTH


Quantifying Impact Benchmark vs. Peers

MORE OF WHAT

YOU WANT

LESS OF WHAT YOU

DON’T * As measured by a Top Three Global Business Consulting Firm who surveyed Jive’s customers in December 2012

Strategic Alignment

+2-4% Revenue

+15% Employee productivity

-34% Reduction in search time

-16% Meetings

-21% Email load

Deal Management

+8% # Deals/year

+12% Win rate

-22% Deal cycle time

Sales Enablement

+13% Sales/rep

-23% Sales rep

onboarding time

Marketing Campaigns

+15% Annual campaigns

launched

+28% Faster collateral

development

Customer Service

+16% First call resolution

-9% Total cost

-8% Call volume

-13% Call escalation

-13% Campaign dev time

BOTH


Quantifying Impact Social Intranet Value Model

ROCE gains from the social

intranet $

Avg. employee time searching

email

Avg. employee time consumed

in meetings

Avg. employee time searching for information

Avg. employee onboarding

time

Avg. employee support tickets

Avg. % productivity

gains reduced time to

do business activity

Avg. knowledge

worker salary

S = (W eeT emT esT eoT etT , Pg)

Reduction Before vs. after

INTERNAL

PROVE COMMUNITY IMPACT ON BRAND, LEAD GEN, OR REVENUE



User generated content from communities can improve brand awareness

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Brand Impact/Awareness

PageRank

# of pages indexed Keywords

Improving your Google PageRank will improve your traffic. Impressing Google is the best thing you can do!

EXTERNAL


•  Search terms that draw members from search engine

•  Search terms within community

•  Incoming traffic sources

•  Key word insights

•  Demographics

•  In-page analytics

Web Analytics Metrics

EXTERNAL


Lead-to-opportunity conversions •  Website 9.6% •  Field programs 2.7% •  Demand gen programs .6% •  Social media/community .9%

Average Rate 3.45%

Win rates •  Website 17% •  Field programs 16% •  Demand gen programs 7.5% •  Social media/community 38%

Average Rate 19.62%

Lead Conversion Value

Does your program have a direct correlation on Lead to Opportunity? Are brand owned properties moving customers more effectively through the funnel?

EXTERNAL


280K members in JiveX community engaged in best practice sharing, product support and customer champion development

Increased community engagement over 50% YOY

Customers engaged in the community spend 250% more than those who aren't

Value of Engaged Customers EMC

Value = Analyze Jive Community Data + CRM/Marketing Ops Data Look for: Opportunity $, Contract $, Lead Source, Won/Loss, Cross Sell/Upsell, Activity Volume in Community

EXTERNAL

http://bit.ly/1tDxUMD


Essential component of the qualitative evaluation of the value of your community

•  Build into survey – use tool like SurveyMonkey, OpinionLabs or iPerceptions

•  Trend over time

Net Promoter Score

EXTERNAL

Is there a difference in NPS between “engaged” community customers vs. not engaged? How can you reach the not-engaged?


Value of Engaged Customers National Instruments

EXTERNAL


“Significant increase (of at least 18%) in post-launch expenditure from community customers can be attributed to their joining the community”

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Value of Engaged Customers

Metric Insight Source

Recency How long ago did the users last visit? User Adoption (CMRs) Look at adoption ladder

Frequency How often do they visit in a period of time?

Google Analytics Frequency & Recency report

Duration When do they come, and how long do they stay?

Google Analytics Engagement (aka duration)

Virality How many people do they refer? Community shares + social media shares (including AddThis tracking)

Ratings When asked directly, how do they rate their experience?

Daily Activity report (CMRs) Likes, sentiment analysis, surveys

Knowledge If quizzed, how much do they know about the correlating product or brand? Qualitative surveys

Value How much more are the “engaged” customers spending vs. non-engaged?

Community data + CRM data (Merge & Analyze in BI)

Sources: Gabe Zichermann, Gamification Revolution | Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community

EXTERNAL


Use natural language processing, text analysis and computational linguistics to identify and extract subjective information

Use to: •  Get a pulse on community (positive/

neutral/negative)

•  Identify trends and topics

•  Respond to issues

•  Report on community success

•  Influence the editorial calendar and content design

Sentiment Analysis

EXTERNAL


For many external communities, case deflection is the primary driver

If we can solve problems in the community, we can prevent cases and increase support capacity

Encouraging peer-to-peer problem solving reduces support burden, costs

Answered Questions

$2.6M /yr saved in

support costs

Calls reduced by 50%

BOTH


CMR provides Q&A data for SLAs, value impact analysis

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Answered Questions

BOTH


Case deflection savings = $ per call x % confidence factor x # views per answered questions

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Answered Questions

BOTH


Quantifying Value Impact Customer / Employee Support

Reduction Before vs. after

Savings from peer support

Avg. time to close a case

Total support cases

Support cases answered by community

Customers searching for

answers

Questions posted on community

Avg. % productivity

gains Avg. Call Center employee

salary

S = (W ET C∑ − CR)+ (US − PC)ET ,Pg∑∑

BOTH

Josh Richau Sr. Director Product Management Jive Software

Claire Flanagan Director Value Strategy Jive Software



1.  Jive Member Definitions http://bit.ly/Zm2Jaq

2.  Benchmark data from The CR 2014 State of Community Management Research http://bit.ly/1qMbIrS

3.  About the Data Export Service http://bit.ly/1qPpJVJ

4.  Analytics Data Model http://bit.ly/1sEBZ0W

5.  Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community - The Stephen M. Ross School of Business at the University of Michigan, July 2013

6.  EMC Value of Engaged Customers Video http://bit.ly/1tDxUMD

7.  National Instruments JiveWorld13 presentation http://bit.ly/1t0N64p

Resources


Equation Description

Savings (Impact)

Our benchmark productivity gains

Total (Sum) of support calls, or similar

Used often. In this example. Average

Employee Email Time


IMPACT

An external community is a part of any successful digital marketing campaign… But it’s only a part. Treat your community like any other digital property.

Importance of Web Analytics

IVR message

Promotion in existing collateral

Print campaigns

Social media

Email campaigns Website

Community

Webinars

SEO/SEM

Partner sites

This means using web analytics – if you’re not already including this, you’re missing out!


IMPACT

Your community should be supporting your overall business goals around web conversions You need to track:

1.  Overall traffic/web metrics

2.  Lead to opp conversions

3.  Win rates

Lead Conversion Value

What do conversions look like to you? Event/webinar registrations? Purchases? Cross-sell/upsell? Retention?


IMPACT

Essential component of the qualitative evaluation of the value of your community

•  Build into survey – use tool like SurveyMonkey, OpinionLabs or iPerceptions

•  Trend over time

Net Promoter Score


IMPACT

Incorporate NPS feedback into survey along with:

•  Goal completion

•  Open feedback

Net Promoter Score

Sample Survey: Please indicate your agreement with the following !statements on a scale from 1 to 5:" As a result of participating in the community, I was better able to:

Access information about news, events, and products Make connections with my peers Solve problems and issues through the community information Learn about best practices and implementations at other clients

How likely is it that you would recommend the community to a fellow customer? Please describe one or more situations when the community helped you answer a question, learn more about a product or service, make connections with your peers, or find other particular benefits from usage? [ ]

1 2 3 4 5

Strongly Disagree

Strongly Agree

0 1 2 3 4 5 6 7 8 9 10

Not Likely At All

Extremely Likely Neutral

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5


IMPACT

•  Create Google Webmaster Tools account •  Add sitemap (/sitemap-index.jspa) •  Adjust robots.txt to ensure Google is looking at the right pages

Brand Impact/Awareness

Advanced measurement: Proving Business Value to Expand or Sustain Your Community

Social Media

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