Measuring, Tracking, Amplifying the Business Value of Community

 

Scott Hirsch VP Product Marketing @getsatisfaction #GetSuccess

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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

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Get Satisfaction communities enable companies to be at the center of the conversation … Conversations are how

communities deliver value

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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  

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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    

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The Value in the Dialogue

•  Bi-­‐direc)onal    •  Has  purpose      •  Has  an  outcome  •  Asynchronous  

(happens  even  when  you’re  not  listening)  

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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

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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

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! 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  

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! 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

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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

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! 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

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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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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)

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! 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

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Questions

Answers.

http://gsfn.us/t/3zaqp Or search for the topic in our community: “How do you measure the value of your community?”