loree draude - how to measure the roi of your b2b community
DESCRIPTION
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 communitiesTRANSCRIPT
Google Confidential and Proprietary Google Confidential and Proprietary
The Business Impact of Communities
Loree Draude, Head of AdWords Communities and Social Engagement
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
What are your business goals?
Impact Index
Branding
CSat
Feedback
Early Warning Alerts
Deflected UTCs
Feature uptakes
Branding/Googleyness - Improve sentiment, user trust
Customer Satisfaction
Feedback: Actionable for Marketing/Product/Services
Alerting - Early warning alerts to Product/Services
Troubleshooting - Deflected UTCs
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
1. Cost/Case as an average of support channels: i.e. phone, email, chat
? A!
Solved
? A!
Solved
RR
**RR = Resolution Rate *AS = Accepted Solution
Cost savings of deflected UTCs: online self-help vs. high touch support
? 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
Cost savings of deflected UTCs: online self-help vs. high touch support
Successful Answer Force Multiplier
Advertiser views a recommendation
adds a feature to AdWords account
Feature Uptakes: Driving revenue
How do you measure success?
Questions?