How To Measure and Track the Business Value of Community
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Transcript of How To Measure and Track the Business Value of Community
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
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! 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
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! 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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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?”