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1
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How important is building an online customer community for your organization?
| Extremely important |
| Important |
| Somewhat important |
| Not important |
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2
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How important are the following goals of an online customer community to your business?
1
Not Important | 2
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| 5
Very Important |
| Building consumer generated content |
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| Improving customer loyalty |
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| Driving more organic traffic |
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| Expanding customer profiling & database |
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| Generating customer feedback on product releases |
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| Enabling peer-to-peer discussions |
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| Soliciting product suggestions |
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| Increasing sales and transactions |
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3
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How closely do these online community activities match what your company is seeking to achieve? (Rate on scale 1-5)
1
Matches least | 2
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Matches most closely |
| Creating an online community on OUR site where our customers have the ability to generate content and engage in peer-to-peer conversations. |
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| Giving our customers the ability to interact with our brand/company on OTHER sites, such as YouTube, Flickr, and Facebook. |
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| Monitoring mentions about our company or brand in the blogs, twitter, etc. |
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| Proactively working to create a reputation for our company or brand in the blog universe and other social networking sites such as MySpace or Facebook |
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4
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What is the importance of these specific features in online community applications? (Rate on scale 1-5)
1
Not important | 2
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Very important |
| Customers registering & building robust profiles |
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| Customers contributing content |
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| Enabling interaction among the community |
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| Organizing and displaying content according to personal preference |
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| Customers sharing and syndicating content across the web |
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| Customers earning a reputation within the community |
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5
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How far along is your company in achieving your online community goals?
| We have made a lot of progress |
| We have made some progress |
| We would like to make a lot more progress |
| We haven’t started |
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6
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What initiatives have you undertaken to solicit online content or participation from your customers? (Select all that apply)
| We conduct customer polls and surveys |
| We have created forums for discussion and feedback |
| We allow customers to review products |
| We allow customers to comment on content on the site |
| We offer RSS feeds and social bookmarking links to allow customers to share content across the web |
| We allow customers to earn a reputation based on their activity on our site |
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7
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How important to you are the following features in a community platform?
1
Not Important | 2
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Very Important |
| Message Boards |
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| Blogging |
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| Reviews |
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| Wiki |
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| Chat features |
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| Polls |
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| Surveys |
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| Private messaging |
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| Extended profiles |
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| Self-Tagging |
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| Reputation System |
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| Groups |
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| Voting |
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| Video uploading |
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| Picture uploading |
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8
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Please describe your agreement with the below statements.
1
Disagree | 2
Strongly disagree | 3
Somewhat disagree | 4
Neutral | 5
Somewhat Agree | 6
Strongly Agree |
| Surveying our customers has given us actionable consumer insights. |
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| Soliciting customer feedback has helped us innovate our products or services. |
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| Forums or community have reduced our customer service requests |
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| Customer ratings and reviews have improved our conversion rates. |
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| Social media activities have increased traffic to our site |
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9
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How are you currently measuring success of your online community goals?
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10
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How important is it to have quantifiable data that demonstrates the relationship of online communities to specific ROI impact?
| Very important |
| Somewhat important |
| Important |
| Not important |
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11
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How is your company staffed to manage online community activities?
| We have a large dedicated department |
| We have a small dedicated department |
| We have one dedicated person |
| This falls under the responsibility of a person or department in addition to other duties |
| We have no dedicated staff |
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12
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What technology providers are you currently using to support your online community?
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13
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How satisfied are you with your providers?
| Very satisfied |
| Satisfied |
| Somewhat satisfied |
| Not satisfied |
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14
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In 2008, did your company make a significant financial investment in community development?
| Yes, over $1M |
| Yes, over $500k |
| Yes, over $100k |
| Yes, under $100k |
| No, we did not make an investment |
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15
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In 2009, does your company plan to make a financial investment in community development?
| Yes, over $1M |
| Yes, over $500k |
| Yes, over $100k |
| Yes, under $100k |
| No, are not planning to make an investment |
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16
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In what department or budget would online community development spending be most likely to occur? (Rate on scale 1-5)
1
Least likely | 2
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Most likely |
| Community |
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| R&D or Innovation |
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| Media |
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| PR |
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| Marketing |
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| Customer Loyalty |
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| This type of initiative would be evaluated opportunistically |
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17
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Rate the importance of these criteria in your decision making process when evaluating new technology (Rank on scale 1-5)
1
Not Important | 2
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Very Important |
| Price |
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| Projected ROI |
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| Feature set |
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| On-going service provided |
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| Reputation of vendor |
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| Flexibility of platform to support customizations |
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| Time frame to launch |
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18
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Do you have a buy or build approach to new technology, applications, and initiatives?
| Buy |
| Build |
| Other, please specify |
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19
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Please rank your strategic initiatives for 2009 according to their importance.
1
Not Important | 2
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Very Important |
| Extending features and/or functionality of our core product or service |
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| Extending our products into new categories or regions |
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| Improved integration of online and offline activities |
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| Building an online community for increased consumer insights |
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| Developing a more robust SEO strategy |
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| Extending activities in the social media arena |
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20
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Please rate these marketing activities in terms of their importance to your business (Scale 1-5)
1
Not Important | 2
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Very Important |
| Brand building campaigns – online |
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| Brand building campaigns - offline |
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| Customer acquisition campaigns |
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| SEO activities |
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| SEM activities |
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| Social Media campaigns |
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| PR efforts |
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21
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In which industry do you work?
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22
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How many total employees in your company (all branches)?
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23
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What are the annual revenues of your company/organization?
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24
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Which of the following most accurately describes your primary functional work area?
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25
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Which of the following most accurately describes your occupational title in your company or organization?
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26
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Please share any additional comments or suggestions you may have on corporate use of social media and online communities.
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27
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Would you like to receive a report with key findings?
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Please provide email address:
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Thank you for participating.
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