Online Communities: Revenue Drivers or Dead Zones?

Online Communities: Revenue

Drivers or Dead Zones?

Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.

Introductions


Jerry Rackley

Chief Analyst

Demand Metric

@demandmetric

Cassandra Jowett

Head of Content Marketing

Influitive

@influitive

Community Demographics


Organization type:

B2B 56%

B2C 81%

Organization size:

Small 57%

Medium 63%

Large 72%

What’s a Dead Zone?


Meeting Expectations?


Communities as Revenue Drivers?



Is an effective way to GENERATE leads

Is an effective way to QUALIFY leads

Is an effective way to accelerate revenue opportunity

Is a critical customer experience component

Is an effective way to engage customers

Revenue Aspects of Community Performance

Success Factors


1. Target audience participation

2. Contribution frequency

3. Content quality

Member Experience



Currently Posting Content/Queries Ideally Posting Content/Queries

1. Loyal customers who are advocates 1. Loyal customers who are advocates

2. Community manager(s) 2. Customers who need support

3. Customers who need support 3. Industry thought leaders

4. Employees (not community managers) 4. Prospects

5. Business partners 5. Employees (not community managers)

6. Industry thought leaders 6. Community manager(s)

7. Executives 7. Business partners

8. Prospects 8. Executives

9. Disgruntled customers 9. Competitors

10. Competitors 10. Disgruntled customers


Community Management Plan

1. Get the right people in




2. Provide a quality experience





3. Ensure that content quality stays high






4. Keep prospects in mind






4. Keep prospects in mind

5. Intersect the buying process


Questions?

Online Communities: Revenue Drivers or Dead Zones?

Marketing

Transcript of Online Communities: Revenue Drivers or Dead Zones?