Welcome!

API Journal Authors: Liz McMillan, Carmen Gonzalez, Elizabeth White, Pat Romanski, Flint Brenton

Blog Feed Post

Community Members Buy 48% More!

A bold statement for sure if I wasn’t confident in the results and the exercise our team went through. Getting funding for social business initiatives is never easy and I learned this many years ago that until you can associate revenue to your initiative you will never see an incremental investment to further your programs. So, you need to link your social engagement activity to booked revenue in order to come up with a measurable ROI and justification.

My initial research was based on new community registrants over six months in the first half of 2012. Community members that had registered with the community were associated to their respective company where possible mainly by using their email domain however, you will have to clean up the data to exclude the gmail, Comcast, yahoo accounts. Once that list was compiled then we were able to compare the average purchase price of those companies who had members in the community to those companies who did not. This allowed us to conclude that customers with members in a community had an average purchase price 48% higher than those customers who were not engaged in the community. I have talked a little about the Amazon model before so think about this way. How do we as consumers buy?

We as consumers typically start with researching a solution to a particular challenge. So, we search the internet for items that we think we need to address that problem. If we apply this to how we might buy a camera from a website we search to find out which features we might need and or want. Then once we think we have identified a camera that we think we might like we want to validate that the purchasing decision we are about to make is indeed the right choice. So, we look to others or “Peers” who may have already purchased that brand of camera and written a review regarding their experience. I may find out that the camera I thought I wanted has bad support, isn’t reliable or maybe just wrong for my use case. However, other reviews within discussion forums might recommend another solution that is not only better but also provide some insight on what else may be needed to compliment that solution. For example, if I am looking to buy a camera my research might lead me to selecting a digital SLR with a 50mm zoom lens. But I still may not know what brand is the most reliable so that is where I engage peers for reviews and recommendations. Once I have confirmed my selection I will likely want accessories to go along with that camera. Say, a tripod, lens cleaners, case, batteries or larger memory card. Suddenly, my original camera purchase just became 48% more because I am looking for complimentary accessories to improved my solution that has been recommended to me from my community peer reviews.

So, While my research can establish exactly why community members purchase 48% more there is enough evidence to conclude that community members are more educated on your company’s products, are engaged with other peers that are collaborating to solve the same challenge and then share best practices on what is needed to help improve on the solution. I think this is typically referred to as “product drag”. Those who may buy one product will look to buy additional support, services, add-ons and accessories to further compliment the solution they have selected. And that they selected because a brand advocate (not a sales/marketing person) helped validate their decision and ultimately shorten the sales cycle. The next exercise I am going to measure is match the length of the buying cycle for those companies who have community members versus those companies who don’t. My assumption is there will be a correlation and enough data to demonstrate the buying cycles are shorter with those who engage with other community peers for solution validation.

 


Filed under: Community Engagement, Content, Executive Leadership, lead automation, Marketing Communication, Marketing Strategy, Measurement, Search Marketing , Social Media, Web Strategy Tagged: community member value drives revenue, connect revenue to social community engagement, how to measure social media results, monetizing social business #SocBiz, value of a community member

Read the original blog entry...

More Stories By Brace Rennels

Brace Rennels is a passionate and experienced interactive marketing professional who thrives on building high energy marketing teams to drive global web strategies, SEO, social media and online PR web marketing. Recognized as an early adopter of technology and applying new techniques to innovative creative marketing, drive brand awareness, lead generation and revenue. As a Sr. Manager Global of Website Strategies his responsibilities included developing and launching global social media, SEO and web marketing initiatives and strategy. Recognized for applying innovative solutions to address unique problems and manage business relationships to effectively accomplish enterprise objectives. An accomplished writer, blogger and author for several publications on various marketing, social media and technical subjects such as industry trends, cloud computing, virtualization, website marketing, disaster recovery and business continuity. Publications include CIO.com, Enterprise Storage Journal, TechNewsWorld, Sys-Con, eWeek and Peer to Peer Magazine. Follow more of Brace's writing on his blog: http://bracerennels.com

@ThingsExpo Stories
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
SYS-CON Events announced today that BMC Software has been named "Siver Sponsor" of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. BMC is a global leader in innovative software solutions that help businesses transform into digital enterprises for the ultimate competitive advantage. BMC Digital Enterprise Management is a set of innovative IT solutions designed to make digital business fast, seamless, and optimized from mainframe to mo...
SYS-CON Events announced today that MobiDev will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex software systems for startups and enterprises. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobile software company with over 200 develope...
SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from Web startups to global enterprises. SoftLayer's modular architecture, full-featured API, and sophisticated automation provide unparalleled performance and control. Its flexible unified platform seamlessly spans physical and virtual devices linked via a world...
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
SYS-CON Events announced today TechTarget has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. TechTarget is the Web’s leading destination for serious technology buyers researching and making enterprise technology decisions. Its extensive global networ...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 18th International CloudExpo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...