David Spinks CEO CMX Media

1. David Spinks
CEO, CMX Media
The Future of Advocacy:
Proving Value with Metrics

2. Why Community?

3. Advocamp 2017 / @DavidSpinks
“Today, over 40% of adults in America report feeling
lonely, and research suggests that the real number may
well be higher”
- Vivek H Murthy
19th Surgeon General of
the United States

4. Advocamp 2017 / @DavidSpinks
Tech may be making us MORE lonely…

5. Advocamp 2017 / @DavidSpinks
“Give people the power to
build community and bring
the world closer together.”
“We want to help 1 billion people join meaningful
communities. If we can do this it will not only reverse the
whole decline in community membership we’ve seen around
the world… but it will also strengthen our social fabric and
bring the world closer together.”

6. Advocamp 2017 / @DavidSpinks
The End Of Advertising As We Know It:
CMOs Should Shift Billions From Ad Interruptions To Branded Relationships
May 2, 2017
“Society doesn’t need advertising
like it used to. People have less time
for interruption-driven media…
Consumers are ready for deeper
relationships with the companies
that matter to them."

7. Advocamp 2017 / @DavidSpinks

8. Why Measuring Matters
2 Determining Business Value
Switching to Advocacy
1
3

9. Advocamp 2017 / @DavidSpinks
ABOUT OUR RESEARCH
The 2017 Community Value and Metrics Report
533total participants
66%
< 200 employees
34%
> 200 employees
Company Size
10% Consumer
8% Education
46% Technology
16% Professional Services
8% Non-profit
2% Manufacturing
1% Transportation
4% Finance
3% Healthcare
0% Energy & Utilities
0% Government
Industry

10. WHY MEASURING
MATTERS

11. Advocamp 2017 / @DavidSpinks
of communities fail due to lack of internal
resources and support.130%
1 “Keys to Community Readiness and Growth: How Brands Prepare for
Online Communities” by CMX and Leader Networks, 2016.
http://cmxhub.com/communityreadiness.

12. Advocamp 2017 / @DavidSpinks
reported that they saw "increased
leadership support".
93%
said that measuring their community's
value led to "increased interest from other
departments".
90%

13. Advocamp 2017 / @DavidSpinks

14. Advocamp 2017 / @DavidSpinks

15. Advocamp 2017 / @DavidSpinks
You don’t have to be right, just
specific.

16. Advocamp 2017 / @DavidSpinks
DETERMINING
BUSINESS VALUE

17. Advocamp 2017 / @DavidSpinks
THE SPACE MODEL:
The Five Dimensions of Community Strategy

18. Advocamp 2017 / @DavidSpinks
Support
Product
Acquisition
Content
Engagement
THE SPACE™ MODEL

19. Advocamp 2017 / @DavidSpinks
1%
4%4%
18%
13%13%
23%
26%
What is the single most important value that your community drives for your organization?
(% of respondents)
Customer Support
or Customer
Success
Product Ideation,
Innovation and
Feedback
Acquisition and
Advocacy
Content and
Programming
External
Engagement
Internal
Engagement
Other I am not sure what
business value our
community drives

20. Advocamp 2017 / @DavidSpinks
chose retention as a metric.54%

21. Advocamp 2017 / @DavidSpinks
The most important (but challenging) metric
to measure is "change in sales revenue".

22. Advocamp 2017 / @DavidSpinks
“Community members spend 2x more and have a 33%
higher adoption rate than non-community members.”

23. Advocamp 2017 / @DavidSpinks
Top 5 Metrics for Advocacy Communities
1. New users/members (56%)
2. Retention (53%)
3. New customers (44%)
4. NPS (44%)
5. Reach (41%)

24. SWITCHING TO
ADVOCACY

25. Advocamp 2017 / @DavidSpinks
Has the above always been the most important value that community drives
for your organization, or has it changed over time?
(Number of respondents)
65%
This has always been
the most important value
35%
Our most important value
has changed

26. Advocamp 2017 / @DavidSpinks
Community naturally changes
Be careful not to waste resources and don't rush too
quickly into a large projects

27. Advocamp 2017 / @DavidSpinks
Here's how they
might change.
% that switched to this business value
(% of respondents)
% who have always had this business value
(% of respondents)
Customer Support or Customer Success
85%15%
Product Ideation, Innovation & Feedback
53%47%
Acquisition & Advocacy
60%40%
Content & Programming
76%24%
External Engagement
72%28%
Internal Engagement
82%18%

28. Advocamp 2017 / @DavidSpinks
1. Know your goals
2. You don’t have to be right, just specific
3. Stay flexible

29. Advocamp 2017 / @DavidSpinks
Now go! Bring community to the world!

30. Thank you!
cmxhub.com/pro