Advanced measurement: Proving Business Value to Expand or Sustain Your Community

Corey Matthews
Sr. Strategy Consultant
Jive Software
Advanced Measurement:
Proving Business Value to Expand
or Sustain Your Community
#jiveworld
Claire Flanagan Josh Richau
Director Value Strategy
Jive Software
Sr. Director Product Management
Jive Software

Josh Richau
Sr. Director Product Management
Jive Software
Claire Flanagan
Director Value Strategy
Jive Software
Corey Matthews
Sr. Strategy Consultant
Jive Software

© Copyright 2000-2014 Jive Software. All rights reserved.
Page 5
Be a Value Detective
Jive Analytics
Measurement Framework, Value Clues
Lead Gen, Value Impact

JIVE ANALYTICS
ADVANCED MEASUREMENT

Page 7
JIVE ANALYTICS
Insights at All Levels
Individual
Group owner
Community manager
Business owner
All stakeholders
Impact Metrics
Community Manager
Reports
Resonata
Web Analytics
Business Analytics
Data Export

•  Lists of users
•  Places data
•  Content leaderboard
Export to CSV
Page 8
CMR
Community Manager Reports

Get your data to do custom reporting:
Page 9
JIVE ANALYTICS
Analytics DB vs. Data Export Service
Analytics
DB
Cloud
Analytics
Service
Jive Activity Capture: <user> did <activity> on <object> in <group>
APIDownload from Hosting
(or have on prem)
Analytics DB Available Jive 4+
Available Jive 7+
Custom Reporting

Same API as used by
mobile
Allows programmatic
data gathering for
numbers you can see in
the UI
Page 10
JIVE ANALYTICS
Core API

Page 11
JIVE ANALYTICS
Keep Improving
Become more prescriptive
Build the basics into the product
Make it as easy as possible to get your data

BENCHMARK PERFORMANCE,
PROVIDE VALUE “CLUES”

Community
Adoption & Health
Perceived
Value
Business
Value*
+ +
MEASUREMENT FRAMEWORK
* First 2 areas will provide “clues” for further investigation
“Value Detectives” interview, provide insights to prove business value

1.  Track Activity
2.  Measure Sentiment
3.  Watch for Clues
4.  Interview
5.  Extract Impact
6.  Find Financial Gurus
if you’re not one
7.  Engage Jive Value Desk
we can help
8.  Tell the Value Story
before, after

Page 15
Who …is engaged and at what level of participation?
What …is being done in the platform?
Where …is the engagement occurring, on what topics?
Impact What impact does these engagement and
collaboration activities have on your business?

Page 16
Community Adoption & Health “Table Stakes”
Community Adoption & Health
Participation
Ladder
Participation
Ladder
Participation
Ladder
Unique Tiers
Registered vs.
Active
Engagement
Engagement
Activities
Engagement
Index
By Mo/Day
Engagement
Ladder
Stickiness
(DAU/MAU)
Engagement
Frequency
Demographics
Profile
Completeness
Connectors/
Influencers
Geographic/BU
Reach
Level/Role
Reach
Use Case/
Place Health
Most Active/
Changed
Least Active/
Changed
Dead Groups/
Archive Targets
Use Case
Success
Stories
Outcomes
Questions
Answered
Ratio
Open
Questions
Report
Outcomes
Google Page
Rank (SEO/
External)
Google Pages
Indexed (Brand
Awareness/External)
Rev/Engaged
Customer
(External)
Lead
Conversion
(External)

Community Adoption & Health
Participation
Ladder
Participation
Ladder
Participation
Ladder
Unique Tiers
Registered vs.
Active
Engagement
Engagement
Activities
Engagement
Index
By Mo/Day
Engagement
Ladder
Stickiness
(DAU/MAU)
Engagement
Frequency
Demographics
Profile
Completeness
Connectors/
Influencers
Geographic/BU
Reach
Level/Role
Reach
Use Case/
Place Health
Most Active/
Changed
Least Active/
Changed
Dead Groups/
Archive Targets
Use Case
Success
Stories
Outcomes
Questions
Answered
Ratio
Open
Questions
Report
Outcomes
Google Page
Rank (SEO/
External)
Google Pages
Indexed (Brand
Awareness/External)
Rev/Engaged
Customer
(External)
Lead
Conversion
(External)
Page 17
Today’s Focus for “Value Clues”
Internal External Both

Page 18
JiveWorld14 > Advanced Customer Measurement
http://bit.ly/1yc0Qtd
Templates & Techniques

Contributing
Page 20
BOTH
Member Definitions http://bit.ly/Zm2Jaq Benchmark data from The CR 2014 State of Community Management Research http://bit.ly/1qMbIrS
Participating
Consumers
(aka “Lurkers”)
Inactive
Active
RegisteredMembers
Inactive
1%
9%
90%
N/A
2006
2014
“Ave”
2014
“Best”
Member Types
Benchmark Participation Ladder

Contributing
Participating
Consumers
(aka “Lurkers”)
Inactive
Page 21
BOTH
Benchmark Participation Ladder
Member Definitions http://bit.ly/Zm2Jaq Benchmark data from The CR 2014 State of Community Management Research http://bit.ly/1qMbIrS
2006
2014
“Ave”
2014
“Best”
1% 11% 15%
9% 25% 33%
90% 64% 52%
N/A
N/A
Move to
other
buckets
above
N/A
Move to
other
buckets
above
ActiveInactive
RegisteredMembers
Member Types

Members can engage in
your community
…by performing activities
events: creating content, reading,
downloading, commenting, following
…on content types
objects: people, documents,
discussions, ideas, places, etc.
Page 22
Engagement
About the Data Export Service http://bit.ly/1qPpJVJ
Analytics Data Model http://bit.ly/1sEBZ0W
BOTH

Page views won’t help you
•  Analyze WHAT is
happening on WHAT
objects
•  Determine if engagement
types map to goals
•  Determine if current
change/marketing
programs are driving the
right behaviors
Page 23
Engagement Ladder
BOTH

Page 24
Measure mo/mo “change” (net new) to see growth trends
Are consumption activities over-represented for your community goals?
If collaboration is your goal, are you seeing enough creates, modifies, responses?
External community? Is there enough “interaction” (likes, responses, helpful, etc.)
BOTH
Engagement Ladder

Page 25
How much engagement does one
active user, on average, generate in
a reporting time period?
Is that a good # for your use case?
How does it compare to your peers,
your KPIs?
Engagement Index
20
550
100
4500
BOTH

Page 26
MEASURE
Month/month
Average daily
COMPARE
Against your own KPIs
Benchmark with peers
Engagement Index
EI = Activities/Active Users
BOTH

Page 27
PLACES REPORT
Place names
Place tags
ANALYZE
Categorize
Spot new use cases
Analyze Use Case Success (Place Health)
BOTH

Page 28
What are your Top 50
Places?
What is the EI for Top
Places?
This analysis gives you a clue. But views may be a greater portion of activity, so look at…
Place EI = Place Activity / Active Place Members
Sample EI 21 = 551 / 26
BOTH

Page 29
What places have most
member interactions?
(≠ views)
Ask: What are they doing
well?
GOOD: Show community engagement, interaction volume
BETTER: Interview members to learn success “secret sauce” to report. Model as “best practice”
BEST: Quantify $ impact of interactions on call deflection, reduced meetings, productivity
BOTH

Page 30
What are the outcomes from your
community?
Run report that includes
•  Object Type
•  Object ID
•  Object Name
•  Date
•  User Name
•  Container Name
Option: Use Gamification Metrics if
missions map to your goals
Outcomes
GOOD: Show “raw” results of community value in exec dashboards
BETTER: Find source for context. Talk to authors (user name) to discover, report stories
BEST: Quantify impact on time, cost, revenue, productivity, customer value
BOTH

•  How was this work done before? After? REDUCED STEPS?
•  Have you won deals as a result of this use case? IF SO, WHAT WAS $?
•  Have you reduced the number of meetings? IF SO, BY WHAT %?
•  Have you found experts, connected customers, located
assets faster? IF SO, BY WHAT %?
•  Is the team or engagement with customers more
effective? IF SO, BY WHAT %?
•  Have you reduced steps? IF SO, BY WHAT %?
•  Are you more effective? IF SO, BY WHAT %?
•  Have you saved $? IF SO, HOW MUCH?
Quantifying Impact of Success Stories
Interview Use Case Owners & Members
BOTH

Page 32
Quantifying Impact
Benchmark vs. Peers
MORE
OF WHAT
YOU WANT
LESS OF
WHAT YOU
DON’T * As measured by a Top Three Global Business Consulting Firm who surveyed Jive’s customers in December 2012
Strategic
Alignment
+2-4%
Revenue
+15%
Employee productivity
-34%
Reduction in
search time
-16%
Meetings
-21%
Email load
Deal
Management
+8%
# Deals/year
+12%
Win rate
-22%
Deal cycle time
Sales
Enablement
+13%
Sales/rep
-23%
Sales rep
onboarding time
Marketing
Campaigns
+15%
Annual campaigns
launched
+28%
Faster collateral
development
Customer
Service
+16%
First call resolution
-9%
Total cost
-8%
Call volume
-13%
Call escalation
-13%
Campaign dev time
BOTH

Page 33
Quantifying Impact
Social Intranet Value Model
ROCE gains
from the social
intranet $
Avg. employee
time searching
email
Avg. employee
time consumed
in meetings
Avg. employee
time searching
for information
Avg. employee
onboarding
time
Avg. employee
support tickets
Avg. %
productivity
gains
reduced time to
do business
activity
Avg.
knowledge
worker salary
S = (W eeT emT esT eoT etT, Pg)
Reduction
Before vs. after
INTERNAL

PROVE COMMUNITY IMPACT ON
BRAND, LEAD GEN, OR REVENUE

User generated content from communities can improve brand awareness
Page 35
Brand Impact/Awareness
PageRank
# of pages indexed Keywords
Improving your Google PageRank will improve your traffic.
Impressing Google is the best thing you can do!
EXTERNAL

Page 36
•  Search terms that draw members from search engine
•  Search terms within community
•  Incoming traffic sources
•  Key word insights
•  Demographics
•  In-page analytics
Web Analytics Metrics
EXTERNAL

Page 37
Lead-to-opportunity conversions
•  Website 9.6%
•  Field programs 2.7%
•  Demand gen programs .6%
•  Social media/community .9%
Average Rate 3.45%
Win rates
•  Website 17%
•  Field programs 16%
•  Demand gen programs 7.5%
•  Social media/community 38%
Average Rate 19.62%
Lead Conversion Value
Does your program have a direct correlation on Lead to Opportunity?
Are brand owned properties moving customers more effectively through the funnel?
EXTERNAL

Page 38
280K members in JiveX community
engaged in best practice sharing,
product support and customer
champion development
Increased community engagement
over 50% YOY
Customers engaged in the
community spend 250% more than
those who aren't
Value of Engaged Customers
EMC
Value = Analyze Jive Community Data + CRM/Marketing Ops Data
Look for: Opportunity $, Contract $, Lead Source, Won/Loss, Cross Sell/Upsell, Activity Volume in Community
EXTERNAL
http://bit.ly/1tDxUMD

Page 39
Essential component of the qualitative evaluation of the value of your community
•  Build into survey – use tool like SurveyMonkey, OpinionLabs or iPerceptions
•  Trend over time
Net Promoter Score
EXTERNAL
Is there a difference in NPS between “engaged” community customers vs. not engaged?
How can you reach the not-engaged?

Page 40
National Instruments
EXTERNAL

“Significant increase (of at least 18%) in post-launch expenditure from community customers
can be attributed to their joining the community”
Page 41
Metric Insight Source
Recency How long ago did the users last visit?
User Adoption (CMRs)
Look at adoption ladder
Frequency
How often do they visit in a period
of time?
Google Analytics
Frequency & Recency report
Duration
When do they come, and how long do
they stay?
Google Analytics
Engagement (aka duration)
Virality How many people do they refer?
Community shares + social media
shares (including AddThis tracking)
Ratings
When asked directly, how do they rate
their experience?
Daily Activity report (CMRs)
Likes, sentiment analysis, surveys
Knowledge
If quizzed, how much do they know about
the correlating product or brand?
Qualitative surveys
Value
How much more are the “engaged”
customers spending vs. non-engaged?
Community data + CRM data
(Merge & Analyze in BI)
Sources: Gabe Zichermann, Gamification Revolution | Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community
EXTERNAL

Page 42
Use natural language processing,
text analysis and computational
linguistics to identify and extract
subjective information
Use to:
•  Get a pulse on community (positive/
neutral/negative)
•  Identify trends and topics
•  Respond to issues
•  Report on community success
•  Influence the editorial calendar and
content design
Sentiment Analysis
EXTERNAL

Page 43
For many external communities, case deflection is the primary driver
If we can solve problems in the community, we can prevent cases and increase
support capacity
Encouraging peer-to-peer problem solving reduces support burden, costs
Answered Questions
$2.6M /yr
saved in
support costs
Calls reduced
by 50%
BOTH

CMR provides Q&A data for SLAs, value impact analysis
Page 44
Answered Questions
BOTH

Case deflection savings = $ per call x % confidence factor x # views per answered questions
Page 45
Answered Questions
BOTH

Page 46
Quantifying Value Impact
Customer / Employee Support
Reduction
Before vs. after
Savings from
peer support
Avg. time to
close a case
Total support
cases
Support cases
answered by
community
Customers
searching for
answers
Questions
posted on
community
Avg. %
productivity
gains
Avg.
Call Center
employee
salary
S = (W ET C∑ − CR)+(US − PC)ET, Pg∑∑
BOTH

Page 49
1.  Jive Member Definitions http://bit.ly/Zm2Jaq
2.  Benchmark data from The CR 2014 State of Community
Management Research http://bit.ly/1qMbIrS
3.  About the Data Export Service http://bit.ly/1qPpJVJ
4.  Analytics Data Model http://bit.ly/1sEBZ0W
5.  Social Dollars: The Economic Impact of Customer
Participation in a Firm-Sponsored Online Customer
Community - The Stephen M. Ross School of Business
at the University of Michigan, July 2013
6.  EMC Value of Engaged Customers Video
http://bit.ly/1tDxUMD
7.  National Instruments JiveWorld13 presentation
http://bit.ly/1t0N64p
Resources

© Copyright Jive Software, INC. 2014Jive is the world’s leading provider of social business solutions.
For more information, visit www.jivesoftware.com
#jiveworld

Page 51
Equation Description
Savings (Impact)
Our benchmark
productivity gains
Total (Sum) of support
calls, or similar
Used often. In this
example. Average
Employee Email Time

Page 52
IMPACT
An external community is a part of any
successful digital marketing campaign…
But it’s only a part.
Treat your community like any other
digital property.
Importance of Web Analytics
IVR
message
Promotion in
existing collateral
Print campaigns
Social
media
Email
campaigns
Website
Community
Webinars
SEO/SEM
Partner
sites
This means using web analytics – if you’re not already including this, you’re missing out!

Page 53
IMPACT
Your community should be
supporting your overall
business goals around web
conversions
You need to track:
1.  Overall traffic/web metrics
2.  Lead to opp conversions
3.  Win rates
Lead Conversion Value
What do conversions look like to you? Event/webinar registrations? Purchases?
Cross-sell/upsell? Retention?

Page 54
IMPACT
Essential component of the qualitative evaluation of the value of your community
•  Build into survey – use tool like SurveyMonkey, OpinionLabs or iPerceptions
•  Trend over time
Net Promoter Score

Page 55
IMPACT
Incorporate NPS feedback into survey along with:
•  Goal completion
•  Open feedback
Net Promoter Score
Sample Survey: Please indicate your agreement with the following !
statements on a scale from 1 to 5:"
As a result of participating in the community, I was better able to:
Access information about news, events, and products
Make connections with my peers
Solve problems and issues through the community information
Learn about best practices and implementations at other clients
How likely is it that you would recommend the community to a fellow customer?
Please describe one or more situations when the community helped you answer a question, learn more about a product or service, make
connections with your peers, or find other particular benefits from usage? [ ]
1 2 3 4 5
Strongly
Disagree
Strongly
Agree
0 1 2 3 4 5 6 7 8 9 10
Not Likely
At All
Extremely
Likely
Neutral
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5

Page 56
IMPACT
•  Create Google Webmaster Tools account
•  Add sitemap (/sitemap-index.jspa)
•  Adjust robots.txt to ensure Google is looking at the right pages
Brand Impact/Awareness

Advanced measurement: Proving Business Value to Expand or Sustain Your Community

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