community management metrics

Online Community Metrics

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Post on 11-Aug-2014




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Page 1: Community  Management  Metrics

Online Community Metrics

Page 2: Community  Management  Metrics

A community must support business goals andthe goals of the current (and prospective) community

members themselves.

Page 3: Community  Management  Metrics

1. If the business goals are not defined, the community risks beingfeature-driven and may suffer from shiny-object syndrome.

2. If the community members are not involved in the success-definition process, the community risks being irrelevant to itsmembers.

3. If business goals are undefined, or if community membersthemselves are not involved in the definition of the community(it’s for them, after all), the community’s risk of failure growssubstantially.

Three things to remember

Page 4: Community  Management  Metrics

There are a number of types of community metrics that can tie to thebusiness goals:

• Financial Metrics• Activity Metrics• Other Metrics

Source: “Measuring the Success of an Online Community,” Strategy and Leadership, v. 28.2, 2000

Types of community metrics

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• Advertising performance• Conversion from free to paid memberships• Membership renewals (retention)• Product renewals• Product upsells• Other sales• Cost savings from customer service• Cost savings from tech support• Leads to partners (referral fees)

Source: Online Community Research Network

Possible Financial Metrics

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• Unique visitors• New registered members• Page views• Most active members• Top searches• New posts per month• Length of time on site• First time contributions• Content ratings• Ratio: Registered to unregistered users• Ratio: Page views/post• Ratio: Posts/thread

Source: Online Community Research Network

Possible Activity Metrics

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• % Content with “tags”• Comments/post• Ratio: Searches/post• # Podcasts uploaded• # Photos uploaded• # Videos uploaded• # Member posts• Size of networks/buddy lists• Product trial downloads

Possible Activity Metrics (cont.)

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• “Topic” measurement (I.e. # discussions/activity on site around “target” topics)• Member satisfaction• Mentions by influencers• Reputation changes• Awareness• Inbound links• Innovation (e.g. # new product ideas sourced from community)

Other Potential Community Metrics

Page 9: Community  Management  Metrics

Online Community Metrics