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Research
Online Community ROI
3 Apr 2007, Bill Johnston
The Online Community ROI survey was initiated in April of 2007. Bill Johnston (Forum One Communications) sent approximately 150 survey invitations to online community professionals in our network of executives and practitioners. We received a 33% response rate (50 completed surveys).
The mix of participants was made up of approximately 90% commercial groups, the balance representing non-profits. Commercial participants included large software companies, large community destination sites, niche community sites, platform
providers and individual community practitioners. The respondents, most of whom we know professionally, represent a very senior and experienced group.
The survey results provide a good deal of qualitative information. Section summaries and charted data have been provided for the majority of questions.
Highlights from the full results include:
- Current Organizational Attitudes Towards Online Community Investment
- (pages 7 & 9): Executive and senior management’s dispositions toward
- investment and return with online community activities;
- Community Budgets (page 10): online community spends;
- Headcount (page 11): size of online community staff;
- Dimensions of Community Value Reported (pages 12 & 13): quantifying the
- value of community for management and stakeholders;
- Strategies & Tactics (page 16): Strategies and tactics for reporting value back
- to management;
- Advice (page 19): Guidance for community managers concerning quantifying
- and reporting online community ROI.
In general, most organizations have faith that their online community initiatives are producing value, but are only able to report on relatively few dimensions of quantifiable value. A top priority for most participating organizations is establishing a model for quantifying and reporting ROI in the near term.
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