Online Community ROI

At the recent Online Community Business Forum, Joe Cothrel and I presented on Online Community ROI.

Specifically, we proposed the notion that there was enough publicly available data and likely enough data internally that most companies could put together a model that describes the ROI of its’ Online Community Investments.

Session 3: Online Community ROI
Publicly available stats (compiled by Joe)

– Community users remain customers 50% longer than non-community users. (AT&T, 2002)
– 43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004).
– Community users spend 54% more than non-community users (EBay, 2006)
– In customer support, live interaction costs 87% more per transaction on average than forums and other web self-service options. (ASP, 2002)
– Cost per interaction in customers support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006)
– Community users visit nine times more often than non-community users (McKInsey, 2000).
– Community users have four times as many page views as non-community users (McKInsey, 2000).
– 56% percent of online community members log in once a day or more (Annenberg, 2007)
– Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006)

From the Forum One OC ROI Survey (April 2007):
– Only 22% of respondents had clear ROI Model
– 42% had staff of 1-5 people
– 49% Report Monthly to Mgmt
– Establishing ROI Model was a priority for most respondents in the near term

Full powerpoint deck here.

15 responses to “Online Community ROI”

  1. Doing some research on communities and ROI and came across your post. Thanks for posting your deck .. excellent resource. Ditto Dave’s request any references to the stats would be much appreciated.

  2. […] Of course, this all begs the question: what is the future of ecommerce going to look like? After all, one of the biggest players in legitimizing ecommere was eBay, and they’re product has always been relatively social in nature — a kind of Web 1.5, if you will. In fact, the ROI of social communities dawned on eBay relatively early when they noticed that forum users spend 54% more than non-community users. […]

  3. […] Social media has lurked around the edges of igaming for a while now. Not only have operators themselves (especially in the Bingo vertical) been providing increasingly social experiences for their players, but other third-parties, such as affiliates, have begun to follow suit by offering their own community experiences online. It seems, then, that the greatest potential for social media in igaming is more of a cost-effective retention strategy rather than an outright acquisition channel. Just consider some of the following numbers: […]

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: