Online Communities—the Heart of Social Strategy - Lithium
Online Communities—the Heart of Social Strategy - Lithium
Online Communities—the Heart of Social Strategy - Lithium
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
share this whitepaper<br />
community type strategic function KPIs business value<br />
social support<br />
social marketing<br />
social commerce<br />
ideation<br />
Enable customers to support each<br />
other online<br />
Motivate customers to share their<br />
passion for the brand and products<br />
Connect potential customers to<br />
peers for reviews and product advice<br />
Motivate social customers to<br />
contribute product ideas<br />
• # creators/critics in support community<br />
• # community questions<br />
• # questions answered by community<br />
• # solutions accepted by community<br />
• cost per solution<br />
• time to answer<br />
• positive ratings <strong>of</strong> content/answers<br />
• Community traffic<br />
• SEO performance<br />
• Superfans identified/content created<br />
• Interactions per post<br />
• Content submitted/shared<br />
• Content performance<br />
• Contest participation<br />
• Pages shared<br />
• Promotional <strong>of</strong>fers accepted<br />
• Conversion<br />
• Conversion rates<br />
• Order size<br />
• Returns<br />
• Repeat customers<br />
• Ideas generated<br />
• # creators/critics<br />
• Rating <strong>of</strong> ideas<br />
• # votes/ideas<br />
• # actionable ideas<br />
↑ customer<br />
satisfaction<br />
↑ positive<br />
word-<strong>of</strong>-mouth<br />
↑ revenue<br />
↓ cost <strong>of</strong> support<br />
↑ brand awareness<br />
↑ word-<strong>of</strong>-mouth<br />
marketing (WOMM)<br />
↑ product<br />
consideration<br />
↑ customer<br />
lifetime value<br />
↓ time to market<br />
↓ cost <strong>of</strong> innovation<br />
↑ product adoption/<br />
satisfaction<br />
6
Change language