Loree Draude - How To Measure The ROI Of Your B2B Community
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The document discusses the significant business impact of user communities, highlighting that 68% of consumers are more likely to adopt products endorsed by peers. It underscores the importance of recommendations, trust in advertising, and includes metrics for evaluating customer satisfaction and cost savings from community support. Key performance indicators discussed include branding impact, resolution rates, and feature uptake driving revenue.
Loree Draude - How To Measure The ROI Of Your B2B Community
- 1. The Business Impact of Communities Loree Draude, Head of AdWords Communities and Social Engagement Google Confidential Goog laen Cd oPnrfoidperinettiarl ya nd Proprietary
- 5. 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
- 6. 84% trust recommendations from people they know versus 69% who trust information from a branded website Source: Nielsen, chart Trust in Advertising”, Sep 2013
- 8. What are your business goals?
- 10. Impact Index Branding CSat Feedback Early Deflected UTCs Warning Alerts Feature uptakes
- 11. Branding/Googleyness - Improve sentiment, user trust
- 13. Feedback: Actionable for Marketing/Product/Services
- 14. Alerting - Early warning alerts to Product/Services
- 15. Troubleshooting - Deflected UTCs
- 16. Cost savings of deflected UTCs: online self-help vs. high touch support 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 ! ? A Solved 1. Cost/Case as an average of support channels: i.e. phone, email, chat ! ? A Solved RR *AS = Accepted Solution **RR = Resolution Rate
- 17. Cost savings of deflected UTCs: online self-help vs. high touch support Successful Answer Force Multiplier ! ? 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
- 18. Advertiser views a recommendation adds a feature to AdWords account Feature Uptakes: Driving revenue
- 19. How do you measure success?
- 20. Questions?