"The price of light is less than the cost of darkness." - Arthur C. Nielsen
This pioneer in the science of marketing research has it right. However, consistently executing on the proverb above is challenging for many organizations. Often times companies and associations put so much into designing their online customer or member communities to be valuable to their target audiences (which they should) that they have to scramble to define measures of success at the last minute or after the launch.
When Socious implements an online customer community for a corporation or membership organization, defining metrics and setting up a system to report on relevant data is one of the areas that we spend the most time on. Every organization has different goals and their online community requires specific types of customer or member engagement metrics.
Our friend, Vanessa DiMauro at Leader Networks, lays out how to tie customer engagement metrics to your online community’s overarching value to your organization. Also, check out Vanessa’s article on building a system to measure and track member engagement.
Richard Millington, founder of a UK-based online community consultancy, offers a high level framework for how to capture metrics ranging from behavioral data and tone to member or customer satisfaction with the community.
Share Your Experience to Help Others
In the comments below, tell us about your experience setting goals and tracking metrics for your online community. If you could share one metrics tip for marketing, membership, customer care, and social business professionals, what would it be?
Joshua Paul is the Director of Marketing and Strategy at Socious, a provider of enterprise customer community software that helps large and mid-sized companies bring together customers, employees, and partners to increase customer retention, sales, and customer satisfaction. With over 13 years of experience running product management and marketing for SaaS companies, Joshua Paul is a popular blogger and speaker on customer management, inbound marketing, and social technology. He blogs at http://blog.socious.com.
[Recorded Sept 26] Traditional Voice of Customer surveys have a blind spot to real-time feedback on social media and call center interactions. Learn how progressive companies are mining Big Data to improve the customer experience, reduce churn and even boost agent selling.