Online Communities: Revenue Drivers or Dead Zones?
Post on 16-Jul-2015
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Online Communities: Revenue
Drivers or Dead Zones?
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Introductions
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Jerry Rackley
Chief Analyst
Demand Metric
@demandmetric
Cassandra Jowett
Head of Content Marketing
Influitive
@influitive
Community Demographics
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Organization type:
B2B 56%
B2C 81%
Organization size:
Small 57%
Medium 63%
Large 72%
What’s a Dead Zone?
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Meeting Expectations?
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Communities as Revenue Drivers?
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Is an effective way to GENERATE leads
Is an effective way to QUALIFY leads
Is an effective way to accelerate revenue opportunity
Is a critical customer experience component
Is an effective way to engage customers
Revenue Aspects of Community Performance
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Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Success Factors
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1. Target audience participation
2. Contribution frequency
3. Content quality
Member Experience
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Member Experience
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Currently Posting Content/Queries Ideally Posting Content/Queries
1. Loyal customers who are advocates 1. Loyal customers who are advocates
2. Community manager(s) 2. Customers who need support
3. Customers who need support 3. Industry thought leaders
4. Employees (not community managers) 4. Prospects
5. Business partners 5. Employees (not community managers)
6. Industry thought leaders 6. Community manager(s)
7. Executives 7. Business partners
8. Prospects 8. Executives
9. Disgruntled customers 9. Competitors
10. Competitors 10. Disgruntled customers
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Currently Posting Content/Queries Ideally Posting Content/Queries
1. Loyal customers who are advocates 1. Loyal customers who are advocates
2. Community manager(s) 2. Customers who need support
3. Customers who need support 3. Industry thought leaders
4. Employees (not community managers) 4. Prospects
5. Business partners 5. Employees (not community managers)
6. Industry thought leaders 6. Community manager(s)
7. Executives 7. Business partners
8. Prospects 8. Executives
9. Disgruntled customers 9. Competitors
10. Competitors 10. Disgruntled customers
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Community Management Plan
1. Get the right people in
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Community Management Plan
1. Get the right people in
2. Provide a quality experience
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Community Management Plan
1. Get the right people in
2. Provide a quality experience
3. Ensure that content quality stays high
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Community Management Plan
1. Get the right people in
2. Provide a quality experience
3. Ensure that content quality stays high
4. Keep prospects in mind
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Community Management Plan
1. Get the right people in
2. Provide a quality experience
3. Ensure that content quality stays high
4. Keep prospects in mind
5. Intersect the buying process
Influitive and Demand Metric Research Corporation Copyright © 2015. All Rights Reserved.
Questions?
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