I am trying to make a business case (inc. calculating expected ROI) for an online, branded community.
I have read the article “How Many Members Do you Need To Build a Million Dollar Community” and “How to Calculate ROI on Online Communities” but to apply this information to my cause I need some additional information.
I want to estimate the number of active members/contributors and visitors based on the customer base. The purpose is to evaluate potential value of a community prior to establishing it.
I have the following questions, mostly related to the article “How Many Members Do you Need To Build a Million Dollar Community”:
The definition of active contributor. Is “active contributor” the same as “active member”, and is the definition “members that have made a contribution during the last month” correct in this case?
Benchmark on share of members that are active members/contributors and former members (passives)? E.g. Sonos has~270 000 members - how many can we expect to be active?
Benchmark on share of new customers one can expect to visit (non-members) and contribute (active members) to the community?
When launching a community, benchmark on share of customer base one can expect to become active members/contributors.
Based on this quote under “The Lurker Multiplier”:
“There isn’t much hard data on the number of lurkers most communities have. The client data we have varies between 99.80% and 95% of all visitors to the community. I wouldn’t be surprised if it stretched way beyond that for the larger communities too.”:
What is the definition of a “lurker”, and what is the opposite of a “lurker”?
The difference between 95 and 99.8% in terms of number of visitors/“lurkers” you can expect per contributor is huge.
For 95%: 1 contributor = 20 visitors.
For 99.8%: 1 contributor = 500 visitors.
I would assume the number grows with the community size, customer base and brand awareness - do you agree that’s a reasonable assumption? And do you agree that this can be applied to calculate estimated number of visitors?
Other information that can help us estimate visitors and contribution to the community based on customer base is highly appreciated!