ROI Critical Success Factors M Lees Ps Group Community 2.0 2009

© 2009 Patricia Seybold Group

10 Critical Success Factors in Generating ROI from Online CommunitiesMatthew Lees, Patricia Seybold Group

Community 2.0 ConferenceSan Francisco, CAMay 11, 2009


Overview

• Challenges in Determining ROI

• Types of ROI from Online Communities

• The 10 CSFs

• Thank you!


Challenges in Determining ROI

• Attribution

• Health Metrics / Anecdotal Information

• Thinking that Special Metrics are Needed

• Cross-Organizational Issues

• You are Unique

• Connecting the Dots


Types of Online Community ROI

• Revenue – (Direct/Indirect, Short-Term/Long-Term)

• Cost Reduction

• Customer Satisfaction and Loyalty

• Customer Insight

• Early Warning

• Brand Image

• Employee Productivity


The 10 CSFs

1. Community “Ownership”

2. Business Goals

3. Customer Goals

4. Organizational Buy-In

5. Personnel

6. Budget

7. Technology

8. Customer Engagement

9. Organizational Communication

10. Analytical Tools and Processes


1. Community “Ownership”

“You may own the software, but community owns itself.” – Clay Shirkey

• Save time (i.e., reduce costs) and improve efficiency (i.e., increase employee productivity) by having effective leadership that eliminates redundancy and confusion

• Improve customer satisfaction by getting their questions answered and problems solved more quickly and effectively (without having internal turf wars)

• Improve organizational learning by ensuring that the right people within the company get the right information


2. Business Goals

• Focus on avenues of ROI that are in line with your business goals

• Ensure that resources and technology are appropriate and aligned with business goals

• Improve customer satisfaction by clearly communicating what the community is about and setting customer expectations


3. Customer Goals

• Help customers successfully achieve their goals

• Successful customers are satisfied ones; they’ll be more likely to:– remain customers over time– provide their insights and opinions– be brand representatives who spread the word with their

friends and associates, and so on)


4. Organizational Buy-In

• Ensure that all potential opportunities for community ROI are investigated and have the attention of someone from within the organization

• Ensure that customers concerns, insights, and early warnings are heard, taken seriously, and acted upon

• Contribute to a culture of mutual trust and respect between customers and community members, thereby enhancing the brand image and increasing customer satisfaction and loyalty


5. Personnel

• Ensure that customer problems, insights, and early warnings are observed and brought to the attention of the appropriate people within the organization

• Improve brand image and increase customer satisfaction by ensuring that the community operates smoothly and transparently as a friendly, inclusive, collaborative environment

• Ensure that all questions posted within the community receive responses, resulting in both increased customer satisfaction and a deeper knowledgebase of questions and answers


6. Budget

• Ensure that the right technology platform is implemented and can be integrated effectively with your corporate Web site and business systems

• Help you extend the brand and acquire new customers (lead generation) by being able to run promotional campaigns and marketing efforts

• Support all areas of ROI by ensuring that sufficient resources are in place


7. Technology

• Enhance lead generation and increase awareness through increased traffic by ensuring that the wealth of user-generated content is indexed effectively by Google and other major search engines

• Increase both participation and customer satisfaction by making it easier for community members to participate with the community and successfully meet their own objectives (e.g., it will make it easier for them to provide insights, let you know about issues and concerns, find answers to their questions and solutions to their problems, tell others about the community, etc.)

• Make it easier for the community team to administer, moderate, analyze, and report on the community

• Make it easier for your colleagues (particularly subject-matter experts), to observe and interact with the community; this can increase productivity


8. Customer Engagement

• Provide advertising and sponsorship opportunities

• Increase customer loyalty by providing useful information and programs of interest and practical use

• Increase customer satisfaction by letting customers know their input and perspectives are valued by your company

• Generate customer insights and market research


9. Organizational Communication

• Ensure that all potential opportunities for ROI are identified within the organization

• Enable innovation and increase internal awareness of customer problems, concerns, and needs

• Help the company prepare for and mitigate potential brand, product, and service disasters by managing the community-driven early-warning system

Source: roland / BarCamp AMS 2005 Opening – 35 (http://www.flickr.com/photos/roland/54381130)


10. Analytical Tools and Processes

• Help you calculate community ROI; they let you know how you’re doing and identify areas for improvement

• Help you attribute business successes to the community (as appropriate)

• Show when you move the needle (when results actually can be linked directly to the community)

Source: storem / BMW 320d speedometer (http://www.flickr.com/photos/storem/129963685)


Questions / Discussion


The Patricia Seybold Group

Making it easier for your customers to get things done…

Patty [email protected]

Matthew [email protected]

“Outside Innovation is a landmark book in its revelations on customer-led innovation.”-- Tom Stemberg, Founder/Former CEO of Staples

ROI Critical Success Factors M Lees Ps Group Community 2.0 2009

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