This is the presentation that I did at NewComm Forum. The first part outlines how to establish what to measure. The metrics are based on your strategy & driven by your business goals.
The second part is a case study on my work with Techrigy which is primarily B2B. Kellie Parker provided a case study on her work at Sega which is B2C. Both of us have been with our respective companies for six months.
For my case study I used screenshots from SM2 to show the increase in conversation around the brand since I started working with the brand (slide 15). At Techrigy my community isn’t on a hosted platform. We have our customers, our Freemiums and the extended community on Twitter, LinkedIn & Facebook.
*update* I see that Slideshare did a bit of reformatting. Here is the text
What questions do you have?
Here’s a link to all of the presentations at NewComm Forums.
More presentations are coming. On Monday May 11th we’re doing a day long workshop on How to be a Community Manager at Community 2.0 in San Francisco. And I’m also doing a presentation on the role of the community manager from both the employer’s & employee’s side. If you’re there definitely say ‘hi’!
Quick question, Connie. Since you mention ROI, do you gloss over it or do you engage with your audiences about what ROI really means? For instance, as you can see in a recent presentation – http://www.slideshare.net/ariherzog/measuring-the-impact-of-social-media-in-government-1213115 – that I co-presented in Washington recently on social media in government, I also talked about ROI–but using some fodder via Beth Kanter’s blog, I discuss how “I” means anything BUT investment…which is better understood by the audience.
Great desk. I’m bookmarking it for future ideas. And one of these days, I’d like to test drive Techrigy which I’m constantly hearing outperforms Radian6 and others.
Hey Ari,
I really like Lewis Green’s take on ROI & Value.
A community manager increases brand awareness & value. What is someone’s brand worth? That’s a nebulous question. I think we all agree that if there’s no awareness, then it’s not a whole lot.
Building brand awareness drives a lot of things –
– in our case Freemium sign-ups
– word of mouth
– shorter sales process because we’re working with those who have asked specifically – what tool should I use ? (rather than cold calling)
– shorter dev’t cycle because I work directly w/ customers & listen to their needs which drives the next one
– higher customer satisfaction which results in upselling
– training the team – we have a total team effort in engaging with our community
What is the ROI? Every company needs to decide what their business objectives are. That will help them determine what they’re going to measure. Then they can calculate the ROI. The catch is that they need to know what the engagement is worth. I have this conversation with our customers too. What is each online conversation worth?
Wow, what an excellent presentation – and really enjoyed meeting you.
I’ve been noodling around with the ROI of social change – and decided to ditch the world Return on Investment – thinking about the word ripples
http://www.flickr.com/photos/cambodia4kidsorg/3515640632/
Hi Connie:
The presentation isn’t loading. Did something happen. I was coming back for a deeper dive!