CMX East 2016 Community Driven Marketing

Leveraging community to drive marketing and business ROI

@LaurenPerkins

Founder and CEO @PerksConsulting Entrepreneur In Residence @Columbia

Author #CMplaybook

COMMUNITY DRIVEN MARKETING

©Perks Consulting Inc. @laurenperkins

LAUREN PERKINS

Lauren is a brand marketer, community builder and author of The Community Manager’s Playbook.

Founder and CEO of Perks Consulting

THINK LIKE A BRAND. ACT LIKE A STARTUP.™

INTRODUCTION

©Perks Consulting Inc. #CMXSUMMIT @CMX

• Community as a Marketing Lever

• Measuring contribution of community

• Reporting

AGENDA


What Matters Most

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THE STRUGGLE IS REAL.

TRUE STORY

©Perks Consulting Inc. @laurenperkins#CMXSUMMIT @CMX

BRAND AND MARKETING PERFORMANCE


MAKE THEM WANT YOU!

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We have a brand + marketing strategy

Strategic inputs for Brand& Marketing Execution

We have a BRAND

= Brand Guide + Assets (Ready to use in market)

We have a brand customers LOVE

= Validation (We have Community!)

Your Brand drives DEMAND

Customers want you!

$

ROLE OF MARKETING

MARKETING The distribution of the brand, message, product promise.

Marketing is tangible, and is a vehicle for driving exposure and/or traffic.

©Perks Consulting Inc.

MARKETING BRANDING

I UNDERSTAND YOU’RE A

GREAT LOVER.I’M A GREAT

LOVER.

* http://www.liquidagency.com/blog/wp-content/uploads/greatlover_slides.pdf

#CMXSUMMIT @CMX @laurenperkins

http://www.liquidagency.com/blog/wp-content/uploads/greatlover_slides.pdf

THE OLD GAME


A

I

D

A

AWARENESS

INTEREST

DESIRE

ACTION

THE PLAYING FIELD HAS CHANGED — HERE ARE THE NEW RULES


CONSIDERATION BRAND LOVE

SELECTION

BUILD THE LOVE “EXPERIENCE”

KEEPING THE LOVE ALIVE

EVALUATION

Traditional Push Marketing CommunitySocial Media

SOCIAL MEDIA/MARKETING ≠ COMMUNITY


DEFINITION OF COMMUNITY Group of individuals with shared sense of identity or set of common interests that are engaging with each other

WHO IS IN YOUR COMMUNITY?

• Customers

• Employees

• Partners

• Suppliers

• Other stakeholders

SO, WHAT IS COMMUNITY?


• Access Inside the Velvet Rope

• Input Keep it Real

• Recognition Giving Them Props

• Learning The 411

WHAT FEEDS THE LOVE?


Business Goals Sample objectives

Awareness Increase reach through WoM and viral marketing

Loyalty Increase customer loyalty/brand affinity

Commerce Drive product sales Generate subscription revenue from paid community access

Insights/ Innovation

Pipeline for customer input to drive incremental improvement

Service and Support

Call deflection for cost savings, incident avoidance, reduction, time to close


SET THE BAR

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Business Goals

Sample objectives Community Actions Needed

Awareness Increase reach through WoM and viral marketing

Community members share information on their social networks

Loyalty Increase customer loyalty/brand affinity

Members report high customer satisfaction Members purchase more product

Commerce Drive product sales Generate subscription revenue from paid community access

Members buy products People subscribe to be part of the community

Insights/ Innovation

Pipeline for customer input to drive incremental improvement

Members provide feedback on what they like, want in the product

Service and Support

Call deflection for cost savings, incident avoidance, reduction, time to close

Members search knowledge base for answers before calling or emailing customer support


CLEAR THE BAR

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Source: Oracle, Best Practices for Measuring the Return of Online Communities

ENGAGE • Respond to posts on social media (thank you, answer questions)

SHARE • Blog posts, podcasts, webinars, forum submissions, social media

posts, conference presentations, etc.

• Engage guest bloggers, experts, journalists

IDENTIFY • Cause related

• Affiliate programs

• Product related

RECOGNIZE • Thank you packages

• Key influencer engagement programs – access/input to new product info

OFFER

IGNITE - FUEL THE FLAMES


MEASURING THE CONTRIBUTION OF COMMUNITY


WHERE’S THE COIN?

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Identify relevant metrics for your business goals and objectives

Define success carefully

Track, measure, learn, adjust

Report

THE SYSTEM: TRACKING AND REPORTING ROI


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INTO THE WEEDS WE GO!

THE NITTY GRITTY


AWARENESS

• Leads and Conversions

• Cost savings – reduced marketing costs

• Recruitment costs

LOYALTY • Customer satisfaction

• Net Promoter Score

• Customer Sentiment

• Customer Lifetime value

BUSINESS GOALS & METRICS


REVENUE/COMMERCE • Product sales

• Community subscriptions

• Ad revenue

CUSTOMER SUPPORT • Cost savings

• Knowledge base

INSIGHT/INNOVATION • Ideas generated

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MEMBERSHIP • New members • Total members • Active members • Inactive members

ACTIVITY/TRAFFIC • Page views/Opens/clicks • Volume of content/

contributions • New member contributions • Traffic from search engines

CONTRIBUTORS • Total • Most active • Key influencers

ENGAGEMENT • Participation in events • Conversations & depth of

thread • Sharability - links from

content to social media • Community members

activity on other platforms • Time to respond to

questions • Ticket resolution

COMMUNITY METRICS - QUANTITATIVE


• Sentiment

• Key influencers

• FAQs

• Popular content types (shares, comments, likes, etc.)

• Member satisfaction/feedback

• Crowd sourcing ideas

• Market Research

• …and their hopes, dreams, and fears

COMMUNITY METRICS - QUALITATIVE


Awareness Objective Community Action Metrics Business Outcomes Metrics

SEO • Generate traffic from search engines

• Reduce cost of generating search traffic

• Top search engines visitors are using

• Top keywords that brought them

• Top community URLs for search engine traffic

• Page views, time on site

• Results page placement for keywords

• $ value of increased placements • Number of pages indexed in search

engines • Comparison of cost of traffic from

search engines from various methods

• SEO cost savings achieved

Reach • drive traffic during specific campaign periods

• Amount of shared/viral content • # of invitations for others to join

community • # mentions across social sites

• Clicks on links, tracking codes

Lead Generation

• Generate prospects • # registrations • # Information downloads,

promotion codes, event attendance by user

• Lead volume, cost per lead, lead value

• Conversion rate • Sales value to community members • Comparison by channel

Brand PR/ Management

• “Canary in a coal mine” • # Issues raised • Customer quotes

• Response time to potential issues • # Issues averted • Cost savings from averting issues


LINKING COMMUNITY METRICS TO BUSINESS METRICS - AWARENESS


LINKING METRICS TO GOALS & USE CASES— REEBOK & SPARTAN RACE


Loyalty Objective Community Action Metrics Business Outcomes Metrics

Customer Satisfaction

Increase customer satisfaction

• Time on site • Repeat visits • Results from polls, surveys,

calls to action • quotations

• Customer satisfaction (related ROI of cost sat) • Customer Lifetime Value • Share of Wallet • Brand awareness • Sentiment analysis

Customer Loyalty

Increase customer loyalty/brand affinity

• Number of invitations sent by members • Number of referrals • Testimonials

• NPS • CLV • Sales to community

members • Sentiment analysis


LINKING METRICS TO GOALS & USE CASES - LOYALTY


http://www.fritolay.com/blog/blog-post/snack-chat/2015/01/20/lays-do-us-a-flavor-contest-chants-location-location-location-in-2015

LINKING METRICS TO GOALS & USE CASES— FRITO LAY


Revenue Objective Community Action Metrics Business Outcomes Metrics

Product Sales • Increase product sales revenues

• Click throughs to promotion • Click throughs to shopping carts

from community

• Revenues – cross sell, up sell members vs non-mem bers

Advertising • Revenue from ads on community sites

• Pages served • Time on site • Sessions

• # ad served • CPM

Subscriptions • Increase revenues from subscriptions/participation in events

• Links to subscription pages • Registrations

• $


LINKING METRICS TO GOALS & USE CASES - REVENUE


LINKING METRICS TO GOALS & USE CASES - REEBOK AFFILIATE PROGRAM


Innovation Objective Community Action Metrics Business Outcomes Metrics

Research Input to product development

• # of ideas, feature requests • Qualitative input • Survey input

• Validation of product plans • New features developed • Cost savings on customer research • Faster time to market

Incremental improvement

Bug free products • # bugs reported • # validated bugs • # users that have the bug

• Reduced time to bug fix • Cost savings from fixing bugs faster


LINKING METRICS TO GOALS & USE CASES - INSIGHTS AND INNOVATION


LINKING METRICS TO GOALS & USE CASES — MY STARBUCKS IDEA


Customer Service Objective Community Action Metrics Business Outcomes Metrics

Call/email deflection Minimize customer service costs

• # customer support page views • # best answers views

• Cost per ticket • Time to resolution • Customer support costs • First contact resolutions

Knowledge Base Improve quality of knowledge base Reduce costs of maintaining knowledge base

• # of contributions • Ranking of contributions

• # articles in knowledge base • Cost savings


LINKING METRICS TO GOALS & USE CASES - CUSTOMER SERVICE


• Who is your target audience?

• What do they care about and what they are

accountable for?

• What do they need? What will they do with

it?

• When and how frequently do they need it?

• How do they need it presented?

REPORTING – COMMUNICATING THE VALUE OF COMMUNITY


The internal selly-selly—mining for gold

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SO WHO CARES?


COMMUNICATING THE VALUE OF COMMUNITY TO THE REST OF THE ORGANIZATION

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CUSTOMER

Make sure community and marketing play nice

Know the playing field

Follow the money

Sell it up the chain

THE COMMANDMENTS


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QUESTIONS?

[email protected]

@laurenperkins

@perksconsulting

linkedin.com/in/perksconsulting

©Perks Consulting Inc.

#CMPLAYBOOK AVAILABLE NOW!

#CMXSUMMIT @CMX @laurenperkins

• Oracle, Best Practices for Measuring the Return on Investment of Online Communities, 2012

Content, marketing, and community forums are:

• Inbound for anything inbound and content marketing related.

• GrowthHackers for all things startup marketing.

• Hacker News for all tech and startup news.

• Product Hunt for new, useful products and apps, and to find out what’s trending.

RESOURCES

©Perks Consulting Inc. #CMXSUMMIT @CMX @laurenperkins

http://inbound.org/

http://growthhackers.com/

https://news.ycombinator.com/

http://www.producthunt.com/

CMX East 2016 Community Driven Marketing

Marketing

Transcript of CMX East 2016 Community Driven Marketing