The document discusses tracking business value and metrics for brand communities. It reports results from a survey of community managers on how they define and measure community success. Key findings include that the most important community values are customer support, product feedback, and acquisition; the top metrics used are retention, new customers, and satisfaction; and measuring impact internally can increase leadership and budget support for communities.

1. Tracking Business Value and Measurement of Brand Communities
THE 2017
COMMUNITY VALUE
AND METRICS REPORT
Tracking Business Value and Measurement of Brand Communities

2. About the Speakers
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Jane Doe
@twitterhandle
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John Doe
@twitterhandle

3. DEFINING
COMMUNITY

4. 4
Tracking Business Value and Measurement of Brand Communities
How do you define a brand community in your organization?
(select all that apply) (% of respondents)
Has measurable goals
and objectives
56%
Is a line of business or
a strategic initiative
for the organization
54%
Has members who
develop relationships
with each other online
or offline
66%
Other
6%
I don’t know how
to define my brand
community
14%
Has a dedicated
community manager
59%
Has an executive
sponsor
21%

5. Tracking Business Value and Measurement of Brand Communities
THE SPACE MODEL:
The 5 Dimensions of Community Strategy

6. 6
Tracking Business Value and Measurement of Brand Communities
Community’s Business Value
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

7. 7
Tracking Business Value and Measurement of Brand Communities
Changing Priorities
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

8. 8
Tracking Business Value and Measurement of Brand Communities
Changing Priorities
% 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%

9. MEASURING
VALUE

10. 10
Tracking Business Value and Measurement of Brand Communities
The Most Popular Metrics
31%
What metrics do you measure to demonstrate your community’s business value?
(Only those options available to all participants)
(% of respondents)
Retention
New customers
Customer satisfaction ratings
Customer loyalty
NPS score
Customer lifetime value
Change in sales revenue
Cost savings
54%
37%
37%
28%
24%
24%
14%

11. 11
Tracking Business Value and Measurement of Brand Communities
The Most Popular Metrics
8%
Among the metrics you measure to show your effect on business value, what is the most important one?
(Only those options available to all participants)
(% of respondents)
Retention
Change in sales revenue
Customer lifetime value
Customer loyalty
Customer satisfaction ratings
New customers
NPS score
Cost savings
14%
13%
8%
7%
6%
6%
3%

12. 12
Tracking Business Value and Measurement of Brand Communities
Most Popular Metrics by
Community's Business Value
Value Most Popular Metric
Customer Support or Customer Success # or % of answered questions (65%)
Product Ideation, Innovation and Feedback Product Ideas (60%)
Acquisition and Advocacy New user/member sign-ups (62%)
Content and Programming Number of active users/members (74%)
External Engagement Retention (20%)
Internal Engagement Retention (25%)

13. 13
Tracking Business Value and Measurement of Brand Communities
How Long It Takes to Decide on Metrics
Less than
1 month
1-2 months 3-4 months 5-6 months More than
6 months
I don’t know
12%
15% 14%
6%
21%
How long did it take you to decide that these were the correct metrics to measure?
(% of respondents)
32%

14. 14
Tracking Business Value and Measurement of Brand Communities
Plan vs. Reality
24%
14%
12%
29%
50%
55%
55%
60%
28%
59%
24%
31%
37%
37%
28%
54%
% of respondents who measure the metric vs plan on measuring the metric
(% of respondents)
Change in sales revenue
Cost savings
Customer lifetime value
Customer loyalty
% of respondents who measure the metric % of respondents who plan on measuring the metric
Customer satisfaction ratings
New customers
NPS score
Retention

15. 15
Tracking Business Value and Measurement of Brand Communities
Measurement Success
2.44%
2.00%
2.83%
2.42%
2.59%
2.71%
2.50% 2.50%
2.71%
3.00%
(Weighted Confidence vs. Revenue)
$0 - $250k
$250k - $500k
$500k - $1m
$1m - $10m
$10m - $50m
$50m - $100m
$100m - $500m
$500m - $2b
$2b - $10b
Over $10b
On a scale from 1 to 4, how confident are you that you have the right metrics in place to
determine the business value of your community?

16. INTERNAL
EFFECT

17. 17
Tracking Business Value and Measurement of Brand Communities
Running Reports
3%
1%
5%
11%
21%
18%
42%
How important is it to have the ability to quickly run reports?
(% of respondents)
1 2 3 4 5 6 7

18. 18
Tracking Business Value and Measurement of Brand Communities
The Role of the Community Manager
Is your community staffed with a dedicated Community Manager?
(Number of respondents)
71%
Yes
29%
No

19. 19
Tracking Business Value and Measurement of Brand Communities
The Role of the Community Manager
22%
38%
69%
71%
69%
79%
80%
91%
94%
67%
Is your community staffed with a dedicated Community Manager?
(Responses from particpants who have a community manager)
(% of respondents)
$0 - $250k
$250k - $500k
$500k - $1m
$1m - $10m
$10m - $50m
$50m - $100m
$100m - $500m
$500m - $2b
$2b - $10b
Over $10b

20. 20
Tracking Business Value and Measurement of Brand Communities
Organizational impact
How have these metrics affected your organization internally?
Please rate the degree to which you've seen these effects (if at all).
(% of respondents)
Increased headcount on
the CM team
Increased
leadership support
Increased budget
Spread of community
into other departments
Increased interest in
community from
other departments
Yes No
7%93%
18%82%
27%73%
10%90%
41%59%

21. CONCLUSION
What’s Next?