A second annual survey of companies sponsoring online communities shows signs of increasing maturation as enterprises continue to invest in social media tools and online communities. According to the survey, conducted by Deloitte, Beeline Labs and the Society for New Communications Research, 94 percent of the respondents indicated that they plan to maintain or increase investment in their communities, while only six percent plan to decrease investment. However, while enterprises are effectively using these tools to engage with customers, partners and employees for brand discussions and idea generation, the survey also indicates that organizations continue to struggle with harnessing social media’s full potential.
Of the companies surveyed, a majority agreed that increasing word-of-mouth (38 percent), customer loyalty (34 percent) and brand awareness (30 percent) continue to be the top business objectives of online communities, followed by idea generation (29 percent) and improved customer support quality (23 percent). However, in the majority of companies surveyed, marketing continues to be the primary driver of online communities, resulting in a significant gap between community goals and the organizations’ capability to fully leverage these communities on an enterprise wide basis.
Several data points indicate continued maturation of the enterprise’s use of communities and social media. For instance, this year’s survey pointed to an evolution in the way in which companies are tracking and engaging with both active and inactive members. While the number of active users and their level of participation have been considered the top measures of success for an online community, this year survey respondents are paying close attention to non-active users or “lurkers” – people who observe the community, but don’t participate in the discussion. Thirty-two percent of respondents are capturing data on how these individuals derive value from the community.
Additionally, 20 percent of survey respondents have set up formal “ambassador” programs, which give outsiders preferential treatment in return for being more active in the community. Thirty-nine percent of the survey respondents also indicated that more full-time people are being deployed to manage the communities.
According to the survey, the biggest obstacles to creating a successful community -- getting people to join (24 percent), stay engaged (30 percent) and keep returning (21 percent) -- can be easily remedied through partnering and new management practices. The study indicates that very few companies, however, are taking the steps necessary to overcome these challenges.
While 58 percent of respondents evaluated partnering with existing communities, complementary vendors or end users when developing their community, 55 percent of the companies that evaluated a partnership did not actually partner.
Furthermore, the survey also revealed significant gaps between community goals (such as generating word of mouth, customer loyalty and brand awareness) and how success is being measured. The top two analytics for measuring success are the number of active users (34 percent) and how often people post/comment (32 percent), indicating that participation is still considered to be the biggest measure of success. Potentially more useful analytics, however, such as increase in search engine rank and citations/links on other sites, are less often utilized, highlighting a mismatch between the desired outcome and how that outcome is measured.
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