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Top 5 Reasons to Consider a Branded, Online Community
Sponsored by:Jerry RackleyChief Analyst
Demand Metric
Dennis ShiaoDirector, Content Marketing
DNN
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Why are we here?
Research shows branded,
online communities influence
revenue.
Download a copy of Demand
Metric’s Benchmark Report
[sponsored by DNN]
Five Reasons
1. Supplement social media
2. Improve loyalty
3. Engage your community
4. Measurable impact
5. Executive involvement
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
1. Supplement Social Media
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
I’m already doing social media, why do I need a branded, online
community?
Branded, online communities supplement social media well or very well.
1. Supplement Social Media
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Engage at a deeper, more meaningful level.
Better align your brand to the user experience (more customization options).
Full access to detailed analytics (you own the data, you own the data, you own the
data).
Your branded, online community is your’s and your’s alone.
Use social media to draw new members in to your community.
2. Improve Customer Loyalty
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
How do branded, online communities improve customer loyalty?
Branded, online communities improve customer loyalty well or very well.
2. Improve Customer Loyalty
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Tips for Your Online Customer Community
Create logins (in your customer community) as part of the customer onboarding
process.
Actively manage customer questions that require further attention from the
community.
Reward and acknowledge active community users via light touch (badges) and high
touch (new post from an executive).
Use Ideation features so customers can help guide your product roadmap.
3. Engage Your Community
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Customer engagement is great, but what
do we get out of it and how do branded,
online communities deliver it?
Communities that
influence 16% or more of
revenue: 64%
satisfaction with
engagement levels
Communities that influence
15% or less of revenue:
26% satisfaction with
engagement levels.
3. Engage Your Community
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
8 Tips for Increasing Engagement in Your Online Community
1. Use fresh and relevant content to get members to return.
2. Incorporate visual content.
3. Encourage the creation of user-generated content.
4. Use competitions to drive registrations and engagement.
5. Help users promote their passion.
6. Share the same content at different times to extend your reach.
7. Provide useful tools and resources.
8. Communicate changes to your community.
Source: A DNN eBook, "8
Ways to Sustain
Engagement in Your
Online Community"
4. Measurable Impact
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
So branded, online communities sound like a great idea in theory, but do they really
influence revenue?
54% use intermediate or advanced metrics.
79% use no or just basic metrics.
15% or
less
16%+
4. Measurable Impact
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
8 Online Community Metrics to Track
1. Registration conversion.
2. Percentage of users active, participating and contributing.
3. New members: number of sessions and average session
duration during months 1 and 2.
4. Activity by content area or feature.
5. Mean time to respond (to a post).
6. Median user engagement score.
7. Median user influence score.
8. Number of connections made in the past month, past 6
months.
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5. Executive Involvement
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How can we get executives involved in our community, and what good comes from
it?
15% or
less
16%+
69% w/highly involved
execs.
40% w/highly involved execs.
5. Executive Involvement
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
4 Tips for Executive Involvement in Branded,
Online Communities
1. Share content and provide feedback
2. Blend in with the crowd
3. Perform active listening
4. Provide an official comment when needed
Source: A DNN blog post,
"Executive Participation in
Online Communities:
Drive Success with Basic
Coaching”
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
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.
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Benchmark Report
Download the report from the DNN website
For more information, visit us at:
www.demandmetric.com
Demand Metric Research Corporation#300 - 1275 West 6th Avenue, Vancouver, BC CANADA, V6H 1A6
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.