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For Marketing Leadership Professionals

Community Benchmarking Metrics

What To Expect For The Health Of Your Community

August 24, 2011

By Melissa Parrish with Emily Riley, Jennifer Wise, Angie Polanco, James McDavid

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Why Read This Report

Interactive marketers in charge of branded communities need to be able to benchmark goals and set expectations for the success of their programs. However, the benchmarks being observed are typically the wrong ones. Rather than focusing on a membership number, community performance in their industry, and the length of time it takes to reach critical mass, interactive marketers should be focused on basic cross-industry performance averages such as percentage of website users that visit the community and the percentage of those visitors that become members. Then marketers can beat the averages by committing more resources to their community programs.
Tags: Benchmarks, Brand Monitoring, Branding, Community Management, Customer Experience Management, Interactive Marketing Strategy and Process, Marketing & Strategy, Marketing Measurement, Marketing ROI, Media Mix, Social Marketing, Social Media, Web 2.0
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TABLE OF CONTENTS

  • Interactive Marketers Ask The Wrong Questions About Their Communities
  • Consistent Performance Averages Apply Across Communities
  • Money And Management Yield Greater Than Average Results
  • Determine Your Expected Level Of Success

  • RECOMMENDATIONS

    Don't Let Measurement Myths Paralyze You
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Best Practice Assessments:

    Community Benchmarking Diagnostic

 
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