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.
12 responses so far ↓
Returns on CoPs stats (credible) « eme ká eme // May 8, 2007 at 10:49 am |
[...] on CoPs stats (credible) 8 05 2007 At the, Bill Johnson offered a recap of CoP ROI statistics that are publicly [...]
Social Media Group » Blog Archive » The ROI of Communities - Part II // November 23, 2007 at 6:55 am |
[...] Canadian Marketing Association, and came across the most wonderful list of statistics, courtesy of Bill Johnston, and compiled by Joe Cothrel. Amazingly, I’d never come across these numbers before, so I [...]
maggiefox // November 23, 2007 at 1:33 pm |
I know this is a bit of an older post, Bill – but it’s a great one. Thank you for sharing these stats!
Dave Jobling // November 28, 2007 at 4:21 am |
I, too, would be very interested in chasing down the original references behind those statistics. I have a business case to prepare … you know how it is.
Little social media ROI roundup : herbsawyer.com // December 3, 2007 at 9:54 am |
[...] From a recent Online Community Business Forum, Joe Cothrel and Bill Johnston presented Online Community ROI [...]
Toby // December 10, 2007 at 7:13 am |
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.
Toby // December 10, 2007 at 7:27 am |
Bill – read to quickly and didn’t see your notations.
Share Results Blog » Blog Archive » How We-Commerce Can Change Affiliate Marketing // June 4, 2008 at 12:46 pm |
[...] 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. [...]
Online Gaming News » Blog Archive » Player Retention and Social Media // February 4, 2009 at 8:35 am |
[...] 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: [...]
De ROI van online communities - een aantal cijfers » Deloitte Nederland - TMT // February 20, 2009 at 12:12 am |
[...] via http://redplasticmonkey.wordpress.com/2007/05/08/online-community-roi/ [...]
Social Media ROI - Part 2 « Dag Blog Internet Social Media Marketing Social Network Internet Marketing ROI Boston Massachusetts // April 7, 2009 at 5:25 am |
[...] The last comment is from Bill Johnston at Forum One. Bill has compiled a set of publicly available data that are related to Social Media ROI: [...]
Social Media ROI - Part 3 « Dag Blog Internet Social Media Marketing Social Network Internet Marketing ROI Boston Massachusetts // April 26, 2009 at 4:10 pm |
[...] Work that Bill Johnston of Forum One has done for Online Community ROI. [...]