a benchmark study on branded online communities

Branded, Online Communities

Benchmark Study

Sponsored by:

Today’s Agenda

Branded, Online Communities Perspective & Landscape

Study Results

Next Steps

Today’s Presenters:

Jerry RackleyChief Analyst – Demand Metric

Dennis ShiaoDirector, Content Marketing

DNN Corporation

What’s at Stake

1. Lead generation2. Revenue growth3. Inbound marketing4. Customer engagement

The full infographic can be found on the DNN SlideShare channel.

Why Online Communities?

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

Yes No I don't know0%

70% 63%

Communities by Company Size

Reasons for no Community

Other reasons

Don't know the value or benefits

Don't have the funds, staff or other resources

0% 10% 20% 30% 40% 50%

Community Goals

Branded, Online Community Benefits

Greater revenue attributable to re-ferrals

New ideas for products & services

Improved customer support quality

A more loyal customer base

0 100 200 300 400

Community Success Metrics Usage

No metrics Basic metrics Intermediate metrics

Advanced metrics

Community Tenure

Less than 1 year

From 1 to 2 years

From 3 to 5 years

More than 5 years

25%29%

24% 22%

Community Membership

Less than 500

From 500 to 1,000

From 1,001 to 3,000

From 3,001 to 7,500

From 7,501 to 15,000

More than 15,000

0% 10% 20% 30% 40%

Membership & Tenure

Executive Involvement

Strongly disagree

Disagree Neutral Agree Strongly agree

Satisfied with Community Engagement Levels?

Strongly disagree

Disagree Neutral Agree Strongly agree

Engagement & Tenure

Percent of Revenue Influenced

5% or less

6 to 15% 16 to 30%

31 to 45%

46 to 60%

61 to 75%

More than 75%

30% 31%

Revenue Influence & Metrics Use

Revenue influence 15% or less

Revenue influence 16% or more

0% 20% 40% 60% 80% 100%

54%Intermediate or AdvancedNone 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

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