Post on 20-Aug-2015
Branded, Online Communities
Benchmark Study
Sponsored by:
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Today’s Agenda
Branded, Online Communities Perspective & Landscape
Study Results
Next Steps
Q & A
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Today’s Presenters:
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Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Jerry RackleyChief Analyst – Demand Metric
Dennis ShiaoDirector, Content Marketing
DNN Corporation
What’s at Stake
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1. Lead generation2. Revenue growth3. Inbound marketing4. Customer engagement
The full infographic can be found on the DNN SlideShare channel.
Why Online Communities?
Why a Benchmarking Study?
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Understand why some organizations have NOT adopted online communities
Understand how organizations are measuring their online communities
Understand the benefits organizations are receiving
Understand gaps (to address) or opportunities (to act upon)
Determine whether (and how) organizations are connecting their online communities to
revenue
Study Results
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Study Background
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How prevalent are branded, online communities?
What goals do organizations have for them?
Are they delivering real benefits?
What best practices exist for communities?
Presence of a Branded, Online Community
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Yes No I don't know0%
10%
20%
30%
40%
50%
60%
70% 63%
34%
3%
Communities by Company Size
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Reasons for no Community
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Other reasons
Don't know the value or benefits
Don't have the funds, staff or other resources
0% 10% 20% 30% 40% 50%
8%
15%
15%
21%
41%
Community Goals
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Community Goals
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Branded, Online Community Benefits
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Greater revenue attributable to re-ferrals
New ideas for products & services
Improved customer support quality
A more loyal customer base
0 100 200 300 400
158
186
201
224
319
367
371
374
Community Success Metrics Usage
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No metrics Basic metrics Intermediate metrics
Advanced metrics
0%
10%
20%
30%
40%
50%
60%
17%
48%
10%
25%
Community Tenure
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Less than 1 year
From 1 to 2 years
From 3 to 5 years
More than 5 years
0%
10%
20%
30%
40%
25%29%
24% 22%
Community Membership
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Less than 500
From 500 to 1,000
From 1,001 to 3,000
From 3,001 to 7,500
From 7,501 to 15,000
More than 15,000
0% 10% 20% 30% 40%
20%
19%
9%
10%
8%
34%
Membership & Tenure
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Executive Involvement
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Strongly disagree
Disagree Neutral Agree Strongly agree
0%
10%
20%
30%
40%
8%
17%
24%
17%
34%
Satisfied with Community Engagement Levels?
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Strongly disagree
Disagree Neutral Agree Strongly agree
0%
10%
20%
30%
40%
50%
60%
4% 4%
51%
26%
15%
Engagement & Tenure
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Percent of Revenue Influenced
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5% or less
6 to 15% 16 to 30%
31 to 45%
46 to 60%
61 to 75%
More than 75%
0%
10%
20%
30%
40%
30% 31%
21%
2%
8%
3%5%
Revenue Influence & Metrics Use
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Revenue influence 15% or less
Revenue influence 16% or more
0% 20% 40% 60% 80% 100%
79%
21%
46%
54%Intermediate or AdvancedNone or Basic
Revenue Influence & Executive Involvement
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Revenue Influence & Engagement
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Branded, Online Community
Success Strategy
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Be Patient Communities can produce some immediate benefits.
The “tipping” point for revenue influence occurs after the 2nd year.
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Use the Right Metrics Basic: views, “Likes” and shares are interesting, but have limited value.
Intermediate: measures of engagement, advocacy and/or loyalty.
Advanced: revenue generated, ROI.
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Get the Executives Involved
Satisfaction with engagement levels goes up
Percent of revenue influenced by the community goes up
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Prioritize Goals Linked to Revenue
Engaging prospects earlier in the buying cycle.
Identifying upsell and cross-sell opportunities.
Closing Thoughts
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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.
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Download the Full Report
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www.demandmetric.com
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