Mais conteúdo relacionado Semelhante a State of Online Branded Communities Webinar (20) Mais de ComBlu, Inc. (20) State of Online Branded Communities Webinar1. State of Online
Branded Communities
Third Annual Study
October 2011
Sponsored by
ComBlu
© COPYRIGHT 2011, COMBLU, LLC.
2. Overall Report Stats
• Three more industries
– Enterprise Resource
Planning (ERP) is net-new
– Divided insurance and
healthcare into sub-
industries
• 14 more companies than last
year
• Joined 10 more communities
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3. Community Pillar Breakdown
Community Breakdown by Pillar
200
180
75% = Advocacy 160
Number of communities
140
120
20% = Feedback 100
80
33% = Support 60
40
20
0
Advocacy Support Feedback
Note: Many communities had multiple pillars, so sum will not equal the total
number of communities.
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4. Study Aha’s
Surprises
• No huge gains year over year in best practice adoption
– Fundamental changes to study sample
– Community management is a difficult skill set to find
– High Performers (42 or more points) stayed flat at 33%
• Content practices not as high as expected
– Only two had over 90% adoption (featured content and content aggregation)
– User reviews (most closely associated with VOC) dropped from 54% to 27%
Good News
• Engagement tools increased from 76% to 96%
– Much better job of matching mission and engagement approach
• Better sunsetting practices
• Some brands are integrating gamification engines across multiple properties
• More brands are incorporating multiple engagement pillars in community strategy
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5. Missed Opportunities
Rewards and Recognition: Up to 43% from 39% last year
• NBC’s FanIt/My NBC Community is a great model of an integrated rewards platform
across multiple NBC communities.
• EA offers a traveling navigation bar that follows members cross-properties.
• Some brands, such as P&G, align rewards to purchase, requiring consumers to enter
a product code. While we believe P&G could also award “community points,” this
method gets to ROI of driving purchase behavior.
Mobile
• Not yet on the study’s best practice list; started to note use of mobile to extend
community beyond desktop.
• 16%, or 40 of the 251 communities, we scored offered a mobile community app.
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6. Missed Opportunities
Recommendation Engines
• Automated way to configure a combination of the consumer’s
buying habits, product reviews and information from others with
similar purchasing patterns to recommend other products that the
person may enjoy or need.
• Amazon uses a recommendation engine to recommend such
diverse purchases as building supplies and baby clothes.
– “People who bought this forklift strap also bought this two-
person lifting dolly.”
Advocates:
• Still only 20% adoption rate
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7. Brands That Get It: General Mills
Good model for recruiting customer advocates
• Pssst… and MyGetTogether stimulates product trial and
story sharing
• Lengthy registration and surveys capture deep profile
info
Outreach to members
when new opportunities
arise to try products or
host get-together
© COPYRIGHT 2011, COMBLU, LLC.
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8. Brands That Get It: General Mills (continued)
• Good use of community with CSR
• Interesting partnership with Merck
and Care
Members earn
badges by getting
informed about
the charity
through defined
engagement
activities
Click-to-commit allows members to
earn badges that translate into
matched donations to a charity
© COPYRIGHT 2011, COMBLU, LLC.
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9. Overall Classification
Overall Classification
2010 2011
100%
90%
80%
70%
60%
• Cohesive Strategy increased
50%
40%
30%
from 33% to 41% 20%
10%
• Majority of brands still in
0%
Cohesive Strategy Experimentation Community Ghost Community Overload
Town
Experimentation Phase
• Big drop in Community Average Score by Classification
Ghost Towns 2010 2011
60
50
40
30
20
10
0
Cohesive Strategy Experimentation Community Overload Community Ghost
Town
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10. 2011 Top Performers
• No brand = Highest scoring tier
– Minimum score: 57
– Verizon just missed
• 33% of brands in study are
High Performers
– All are Cohesive Strategy
• Brands that fell off:
– HP – Kimberly-Clark
– AT&T – Activision
• Three new brands on the list:
– SAP (new to study)
– Intel (new to study)
– Xbox
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11. 2011 Contenders
• 19 brands = Contenders
– Between 42 and 49 points
• JetBlue Airways and Intuit also on most
improved list
• Technology and Gaming Industries had the
most High Performers (42 to 56) and
Contenders, followed by Entertainment and
Retail Industries
© COPYRIGHT 2011, COMBLU, LLC.
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12. 2011 Low Scorers
Brand Name Brand Score
Eli Lilly 22
Walmart 20
• 8 of 10 of the lowest scorers GlaxoSmithKline 20
were in the healthcare space
Novartis 20
Honda 19
• Most are either Community Johnson & Johnson
18
Ghost Towns or (OTC)
Experimentation Phase Bayer 14
Novartis (OTC) 13
Merck 13
Aetna 7
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13. Most Improved Brands
Brand Name Current Brand Score Previous Brand Score Change
Home Depot 41 18 23
Pfizer 26 8 18
JetBlue 44 27 17
Intuit 46 31 15
Walgreens 35 20 15
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14. © COPYRIGHT 2011, COMBLU, LLC.
aggregation
engagement
• Good news, too:
of preference
– Jump in content
missed opportunity
• User reviews and user-
– Mission appropriate
– Personal dashboards
– Studies show that CM
a few points since last year:
nosedive from 54% to 27%:
– One of biggest stimulants
increases engagement; still
• Community manager (CM) lost
generated content (UGC) took
0%
10%
20%
30%
40%
50%
70%
80%
90%
100%
60%
New/Featured Content
Mission Appropriate Engagement
14
Content Aggregation
Easy Navigation
User Profiles
Rich Media
Average Best Practice Use Overall
Faceted Search
Share Features
Integrated with Social Media
Comments
Site Stats
Content Rating/Ranking
Avatar
Welcome/Getting Started
Personal Dashboard
2010
Blogs (comments)
Social Bookmarking
Polling/Feedback
2011
Forums
Community Manager
Content Tagging
Social Networking
Rewards/Recognition
Leader Board, Member Spotlight
Campaigns/Contests
Content Customization
Average Best Practice Use Overall
Emoticons
Offline Engagement
User Reviews/Content
Mobile App
Advocate or ExpertsProgram
Tool bars or Custom Widgets
Wikis
15. Best Practice Use by Top Scorers
• Only seven best practices (BPs) ≤ 74%
adoption rate
Best Practice Use by Top Scorers SAP
Bravo
• Advocates adoption is higher than
EA
entire sample (53% vs. 20%), still Intel
potential Verizon
100%
90%
• Low rate (42%) of contests and
80%
campaigns may mean more meaningful
70%
interaction
60%
50%
• Content aggregation = 95% vs. only 40%
32% among last year’s top five.
30%
Important activity for decision
20%
journey; other content practices also
10%
had high usage:
0%
– New/featured content
– Personal dashboard
– Content rating/ranking
– Content tagging
– Content customization
– Faceted search
© COPYRIGHT 2011, COMBLU, LLC.
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16. Brands That Get It: EA
Tied With SAP
as Second
Highest Scorer
Overall
Personalizes
experience and
offers SSO
Fun and captivating engagement
(e.g., leaderboards, avatars, videos, etc.)
© COPYRIGHT 2011, COMBLU, LLC.
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17. Brands That Get It: EA (continued)
Surfaces appropriate
Offers sub- forums on game-
portals for specific pages and
game types offers
such as sports centralized, searcha
ble hub for all
forums
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18. Best Practice Adoption by Pillar
Best Practice Adoption Rate
• 20% are Feedback by Pillar: Feedback
communities
100%
90%
• Important BPs for 80%
70%
feedback: 60%
– Polling 50%
40%
– Rating/ranking 30%
– Forums 20%
– Leaderboards 10%
0%
– Personal
dashboard
© COPYRIGHT 2011, COMBLU, LLC.
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19. Brands That Get It: Starbucks
zz
Leaderboards
Personal zz
Forums
zz
dashboard
Polling
zz
zz
Rating/ranking
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20. Best Practice Adoption by Pillar
• Support = 33% of
communities Best Practice Adoption Rate
by Pillar: Support
• 46% = Advocates; big 100%
90%
miss for support 80%
70%
60%
• Rewards and
50%
40%
recognition and 30%
leaderboards both low 20%
10%
for support 0%
• 76% = Content rating;
critical for support
experience
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21. Brands That Get It: Verizon
Highest
Score
VZW offers rich engagement through Overall = 55
Verizon Insiders and has advocate corps
as product testers
Centralized engagement approach: All
three pillars of community
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22. Brands That Get It: Verizon (continued)
User Profile (top)
Support Communities = Core Strategy
User Profile (bottom)
2 1
6
5 3
1• Detailed user profile tracks recent member activity and Kudos
1
2• Displays member stats and badges earned
2
3• Rollover feature allows members to easily view other members’ profile stats
3
4
4• Shows member’s friends and their availability (offline/online)
4
5• Displays member’s tagged content
5
6• Member’s recent posts and messages are linked to the original discussion
6
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23. Brands That Get It: Verizon (continued)
Forum Forum Sidebar (top) Forum Sidebar (bottom)
1
2
3
1• Active forums with thousands of views
2 • Live Twitter stream shows Verizon
support team actively responds to
questions
3 • Top Taggers leaderboard, top Kudoed
posts and recent solutions to member
issues
© COPYRIGHT 2011, COMBLU, LLC.
24. Best Practice Adoption by Pillar
75% = Advocacy communities
Some best practices that drive Best Practice Adoption Rate
by Pillar: Advocacy
affinity showed low adoption rates:
• Community manager was the
100%
lowest in this pillar at 43% 90%
• Leaderboards and rewards and 80%
70%
recognition were also the 60%
lowest in this pillar; both 50%
40%
practices are high return 30%
motivators and 20%
could help boost longer-term 10%
0%
engagement
• Content customization was also
very low; the ability to self-
curate the members’
community experience impacts
time spent in the community
and return visits
© COPYRIGHT 2011, COMBLU, LLC.
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25. Brands That Get It: Bravo
Home Page Millionaire Matchmaker Top Chef Just Desserts
• Ritualized experiences: • Single login • Each show has its own page that offers • Integration
– Common ways to • One gateway to every show visitors consistent engagement across multiple
engage cross-property on Bravo tools, setup, rich media and navigation social assets
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26. Brands That Get It: Bravo (continued)
• “Talk Without Pity” tab aggregates all
Twitter conversations about a specific
show
• “Get-Glue” functionality via Twitter
– Check in while watching shows
– Live chat with other viewers
Multiple screen
engagement
© COPYRIGHT 2011, COMBLU, LLC.
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27. Activity Levels
Overall Activity Levels
• This year, activity levels—
2011
high, medium and low—vs. only
100%
high and low in previous studies:
90%
– Captured more nuanced view
of community activity 80%
70%
• In addition, we changed how the 60%
score was calculated to reflect a 50%
more accurate overall brand score 40%
for activity level 30%
20%
• As a result, this data point is not 10%
compared to 2010 data 0%
High Medium Low
NOTE: 2010 data not shown because “medium” designation did not exist in 2010.
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28. Percent of Communities with High, Medium, Low Activity by Industry – 2011
• Telecommunications
and Entertainment
Industries both High Medium Low
consistently had high 100%
90%
activity levels 80%
70%
60%
50%
40%
30%
• High activity in Health 20%
10%
Insurance industry 0%
was surprise:
– Wellness education
and policy support
• Travel and Hospitality
Industry also high
© COPYRIGHT 2011, COMBLU, LLC.
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29. Social Media Integration
Overall Social Media Integration
Most are simply streaming
2010 2011
Facebook and Twitter:
100%
• Few are integrating 90%
engagement cross-channel 80%
• Distinct engagement 70%
60%
approaches without any
50%
reference to community
40%
strategy 30%
• Few are integrating with 20%
YouTube, LinkedIn or 10%
SlideShare 0%
Integrated Not Integrated
© COPYRIGHT 2011, COMBLU, LLC.
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30. Social Media Integration by Industry
Social Media Integration by Industry
2010 2011
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma.
© COPYRIGHT 2011, COMBLU, LLC.
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31. Average Scores by Industry
Scores by Industry
Gaming and 2010 2011
Telecommunications is highest 60
scoring: 50
• Both are early adopters of 40
community 30
• Gaming = Advocacy and 20
Support 10
• Telecommunications = 0
Primarily Support
Lowest scorers are highly
regulated industries Thresholds
0-41 low/red
42-56 high/green
57+ best/black
NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma.
© COPYRIGHT 2011, COMBLU, LLC.
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32. Are You Interested In…
• Learning more about community best practices?
• Getting a customized best practice review?
• Finding out how ComBlu can turn your communities into High Performers?
We’d love to talk!
Steve Hershberger Kevin Lynch
ComBlu ComBlu
sthersh@comblu.com klynch@comblu.com
312-649-1687 312-649-1687
You can also check out:
• Our website: www.comblu.com
• Our blog: www.comblu.com/blogs/Lumenatti
• Twitter: @ComBlu
K:Thought leadershipCB Research Projects2011 StudyMarketing MaterialsWebinar deck (PPTminimizer).pptx
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Notas do Editor Good model for recruiting customer advocatesPssst… and MyGetTogether stimulates product trial and story sharingLengthy registration captures deep profile infoOutreach to members when new opportunities arise to try products or host a get-together Good use of community with CSR; Interesting partnership with Merck and CareClick-to-comment allows members to earn badges that translate into matched donations to a charity;Members earn badges by getting informed about the charity through defined engagement activities;Missed opportunity: Join My Village app and promotion of initiative on product packaging Tied with SAP as second highest scorerFun and captivating engagement; Personalizes experiences and offers SSOOffers sub-portals for game types such as sports; Surfaces appropriate forums on game-specific pages and offers centralized, searchable hub for all forums Wish List: Featuring high performers as SMEs or guest bloggers; allowing more interaction on brand-sponsored blogs Highest score overallCentralized engagement approach: All three pillars of communitySupport communities = Core strategyTag and organize contentReturn most highly rated first in search resultsTap high performers as SMEs and community leadersIntegrate content from Twitter and other social platformsGood use of reputation managementVZW offers rich engagement through Verizon Insiders and has advocate corps as product testers Verizon has a cohesive approach to handling support issues for its products and services through a single support community.It uses many best practices to organize and engage both community members who are actively engaged as a peer-to-peer support team and customers who are seeking resolution to issues or to better learn how to use their mobile products..Verizon integrates rewards and recognition throughout its community and tightly integrates with social media.Call-out 5: The personal tag cloud is another great way to let the member bookmark and find content that is important to them.I want to point out call-out 6 on this slide, which shows a great way to organize multiple forms of engagement from across the community in a single place for a single topic. Keeping content organized is a highly valued activity in this and other Support communities. This is a herculean task and rewarding and recognizing community members who perform this role is very important and makes community management easier and more efficient.Also pointing out highly rated content through the Kudoed posts optimizes member experienceShowing the Support Twitter stream in the community also serves an important function: Typically people use social media when they are frustrated or trying to escalate a support issue. These issues are shared with the community, who can then address them as appropriate. Multiple screen engagementRitualized experiences:Common ways to engage cross-propertyIntegration across multiple social assets“Get-Glue” functionalityCheck in while watching showsLive chat with other viewers“Talk Without Pity” tab aggregates all Twitter conversations about a specific showLots of ways to customize experienceWish List: Better gamification engine