A Benchmark Study on Branded Online Communities

Branded, Online Communities
Benchmark Study
Sponsored by:
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.

Today’s Agenda
 Branded, Online Communities Perspective & Landscape
 Study Results
 Next Steps
 Q & A

Today’s Presenters:

Jerry Rackley
Chief Analyst – Demand Metric
Dennis Shiao
Director, Content Marketing
DNN Corporation

What’s at Stake

Why Online Communities?
1. Lead generation
2. Revenue growth
3. Inbound marketing
4. Customer engagement
The full infographic can be
found on the DNN SlideShare
channel.

Why a Benchmarking Study?
 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

Study Background
 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
63%
34%
3%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No I don't know

Communities by Company Size

Reasons for no Community
8%
15%
15%
21%
Don't have the funds, staff or other…
Don't have the expertise to…
Don't know the value or benefits
Feel it is unnecessary
41%
0% 10% 20% 30% 40% 50%
Other reasons

Community Goals

Branded, Online Community Benefits
201
186
158
Better understanding of…
A more loyal customer base
Better customer perception of the…
Improved customer support quality
Validation of new ideas for…
New ideas for products & services
Greater revenue attributable to…
224
319
374
371
367
0 50 100 150 200 250 300 350 400
Lower cost support channel

Community Success Metrics Usage
17%
48%
10%
25%
60%
50%
40%
30%
20%
10%
0%
No metrics Basic metrics Intermediate
metrics
Advanced metrics

Community Tenure
25%
29%
24%
22%
40%
30%
20%
10%
0%
Less than 1 year From 1 to 2 years From 3 to 5 years More than 5 years

Community Membership
19%
20%
8%
10%
9%
34%
0% 10% 20% 30% 40%
More than 15,000
From 7,501 to 15,000
From 3,001 to 7,500
From 1,001 to 3,000
From 500 to 1,000
Less than 500

Membership & Tenure

Executive Involvement
8%
17%
24%
17%
34%
40%
30%
20%
10%
0%
Strongly
disagree
Disagree Neutral Agree Strongly agree

Satisfied with Community Engagement Levels?
4% 4%
51%
26%
15%
60%
50%
40%
30%
20%
10%
0%
Strongly
disagree
Disagree Neutral Agree Strongly agree

Engagement & Tenure

Percent of Revenue Influenced
30% 31%
21%
2%
8%
3%
5%
40%
30%
20%
10%
0%
5% or less 6 to 15% 16 to 30% 31 to 45% 46 to 60% 61 to 75% More than
75%

Revenue Influence & Metrics Use
79%
21%
54%
46%
0% 50% 100%
Revenue influence
16% or more
Revenue influence
15% or less
Intermediate or
Advanced
None or Basic

Revenue Influence & Executive Involvement

Revenue Influence & Engagement

Branded, Online Community
Success Strategy

Be Patient
 Communities can produce some immediate benefits.
 The “tipping” point for revenue influence occurs after the
2nd year.

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.

Get the Executives Involved
 Satisfaction with engagement levels goes up
 Percent of revenue influenced by the community goes up

Prioritize Goals Linked to Revenue
 Engaging prospects earlier in the buying cycle.
 Identifying upsell and cross-sell opportunities.

Closing Thoughts

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.

Download the Full Report
Download the full report
on DNN’s website.

For more information, visit us at:
www.demandmetric.com
Demand Metric Research Corporation
#300 - 1275 West 6th Avenue, Vancouver, BC CANADA, V6H 1A6

A Benchmark Study on Branded Online Communities

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