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 comments

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  4. Toby

    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.

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