How To Measure and Track the Business Value of Community

Measuring, Tracking, Amplifying the
Business Value of Community

Scott Hirsch
VP Product Marketing
@getsatisfaction
#GetSuccess

@getsatisfaction 2 #GetSuccess @dscotthirsch
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

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

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

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

The Value in the Dialogue
•  Bi-‐direc)onal

•  Has
purpose

•  Has
an
outcome

•  Asynchronous

(happens
even
when

you’re
not
listening)

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

Marketing and SEO

! 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

! 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

Example #1: CPG
Measurement of Specific Metrics*
Ques%ons
Problems

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

! 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

Service and Support

! 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

! 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

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)

Example #2: Prezi
Source Data (CHA)
Assumption: 90% of total replied-to
topics are “answered” or “solved”
Last 6 months = 3,725

90% of total Q&P pageviews (last 6 months) = 741K
Example #2: Prezi
Source Data (CHA)

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

20

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

21
Is this the ROI?
You could easily calculate an ROI …
just divide by annual costs (mostly
software + staff)

! 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

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

How To Measure and Track the Business Value of Community

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How To Measure and Track the Business Value of Community