CMX presents the SPACE model, a framework for defining your community's business value so you can measure its success. We partnered with Vanilla Forums to distill these insights.
4. Agenda
• Redefining the role of community in business
• Defining your objectives
• Mapping your objectives to the SPACE model
• Use cases
• Defining community health
• Questions
VanillaForums.com
10. Support: the community helps
other customers with their
questions and needs.
VanillaForums.com
11.
12. Goals:
• Reduce support costs
• Get customers the answers more quickly
• Defend your brand when needed
Metrics:
• Time to get answers
• Number of questions answered
• Customer happiness (NPS)
VanillaForums.com
13. Product: the community helps you
improve your product by sharing
feedback and ideas.
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14.
15. Goals:
• Surface important product feedback and ideas
• Improve customer/seller success
• Increase customer retention
Metrics:
• Number of feedback items or ideas shared
• Number of items applied to product
• Lifetime value
VanillaForums.com
18. Goals:
• Create evangelists
• Distribution of content
• Curate stories to use in press
Metrics:
• Traffic and signups
• Conversion to Sales
• Number of evangelists and events
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19. Content: the community is
contributing the content that
makes up the product.
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22. Goals:
• Motivate people to contribute
• Scale content creation and development
• Reduce costs of content creation
Metrics:
• Number of contributions
• Quality of content
• Content / Code shipped
VanillaForums.com
30. Measuring Community Health
1. Track the growth/churn of your
community
2. Track how often members are
coming back and taking repeat
actions
3. Optimize content to create a quality
experience that rewards members,
driving growth and repeat activity
VanillaForums.com
31. # members at end of period
- # of members at start of period
# of members at start of period
Growth =
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32. •IE: If you had 500 members at start of month, and
ended with 450, your churn rate would be
(450-500)/500 = -10% (aka 10% churn)
•IE: If you had 550 members at the end, then
(550-500)/500 = 10% (aka 10% growth)
VanillaForums.com
33. Tracking Repeat Activity
# or % of members who have taken X actions
in the last 30 days
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34. Only Metric That Matters (OMTM):
A metric that you’re confident will improve
the quality of your members’ experience.
VanillaForums.com
35. →Medium: total time reading (TTR)
→Facebook: 7 friends within 10 days of signing up
→Twitter: visiting at least 7 times a month
→Linkedin: profile views
→CMX: posts with at least 3 responses
Only Metric That Matters
VanillaForums.com
36. Track to Optimize
Time
Frame
Content and
Experience
Changes Made
Growth/
Churn
Repeat Activity
(posted 3+ times in
last 30 days)
OMTM (7
friends within
10 days)
Month 1 Added auto
welcome email
10% 5% 7%
Month 2 Personally emailed
new members
-3% 14% 12%
Month 3 Recommended
friends to follow
7% 16% 14%
VanillaForums.com
38. Measuring Community Impact
on Business Objectives
1. Identify the action that’s driving
value (“the valuable action”)
2. Measure frequency and quality of
that action
3. Optimize to drive quality action
VanillaForums.com
39. Identify the Valuable Action
Using the SPACE Model
S upport Answers to questions
P roduct Ideas and feedback shared
A cquisition Referrals and signups
C ontent Content contributed
E ngagement Advocates created
VanillaForums.com
40. Measure Frequency and Quality
Action Frequency Measure of Quality
Answers to
questions
Number of answers posted
per question
Was the problem solved?
Ideas and feedback
shared
Number of ideas posted per
month
Was the idea actually
used in the product?
Referrals and signups Number of signups per week Do the signups actually
use the product?
Content contributed Number of articles submitted
per month
Are the articles actually
approved for publication?
Advocates created Number of members who
mention brand in community
Are the mentions
positive?
VanillaForums.com
42. Community Members Create Business
Value in Two Ways:
1. Value of Member: the members themselves
become more valuable
2. Value of Member Actions: The members take
actions that result in driving business value
VanillaForums.com
43. Increased Value of Member
+ Value of Member Actions
- Cost
ROI =
VanillaForums.com
44. Measuring the Value of a Member
(good for getting buy-in)
Compare a segment of
engaged community
members to a segment of the
average customer
• Ie. LTV, Repeat purchases, $
spent, % converted to sales
VanillaForums.com
45. “Members of Dell
Ideastorm spend
about 50% more
than the average
customer”
- Bill Johnston
VanillaForums.com
46. “The average value
of an idea on
Ideastorm is
$10,000, and the
total revenue from
Dell’s Ideastorm is in
the $100’s Millions” - Bill Johnston
VanillaForums.com
47. How Much is the “Valuable Action” Worth?
Action Revenue
Answers to question $ saved per answered question
Ideas and feedback shared $ value of an idea
Referrals and signups $ value of a signup
Content contributed $ value of an article
Advocates created $ value of an advocate
VanillaForums.com
48. Increased Value of Member
+ Value of Member Actions
- Cost
ROI =
VanillaForums.com
50. Keep Learning with CMX
→CMX Training: The Fundamentals of
Community Strategy
→CMX Summit East: May 18-19
david@cmxhub.com
CMXHub.com
Connect on twitter: @cmx @davidspinks
VanillaForums.com
51. What does Vanilla Forums do?
Helping organizations of all sizes:
üEngage customers
üDrive loyalty
üEmpower advocates
üReduce support costs
üIncrease collaboration
VanillaForums.com
52. Vanilla for business powers over
200 million interactions
monthly
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