Loree Draude - How To Measure The ROI Of Your B2B Community

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Google's Head of Community, Loree Draude, guides you through the process of measuring the return on investment of B2B community. This applies a specific, useful, and detailed formula that is widely used by Google Adwords communities

Marketing

The Business Impact of Communities
Loree Draude, Head of AdWords Communities and Social Engagement
Google Confidential Goog laen Cd oPnrfoidperinettiarl ya nd Proprietary

68% of consumers are more
likely to adopt a product or
feature if it is endorsed by
other users
Source: Nielsen, chart Trust in Advertising”, Sep 2013

84% trust recommendations
from people they know versus
69% who trust information
from a branded website
Source: Nielsen, chart Trust in Advertising”, Sep 2013

Impact Index
Branding
CSat
Feedback
Early
Deflected UTCs
Warning Alerts
Feature
uptakes

Branding/Googleyness - Improve sentiment, user trust

Feedback: Actionable for Marketing/Product/Services

Alerting - Early warning alerts to Product/Services

Cost savings of deflected UTCs: online self-help vs. high
touch support
Successful Answer (SA) Force Multiplier (FM)
1:1 Resolved Community cases:
● Threads x % AS* x Cost/Case1
1:M Resolved Community cases:
● PVs x RR** x Cost/Case
! ? A
Solved
1. Cost/Case as an average of support channels: i.e. phone, email, chat
! ? A
Solved
RR
*AS = Accepted Solution **RR = Resolution Rate

Cost savings of deflected UTCs: online self-help vs. high
touch support
Successful Answer Force Multiplier
! ? A
Solved
! ? A
Solved
RR
1:1 Resolved Community cases:
● Threads x % AS* x Cost/Case1
1:M Resolved Community cases:
● PVs x RR** x Cost/Case
*AS = Accepted Solution **RR = Resolution Rate
1. Cost/Case as an average of support channels: i.e. phone, email, chat

Advertiser views a
recommendation
adds a feature to AdWords
account
Feature Uptakes: Driving revenue

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