holistic community strategy
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“We now realize that no whole, be it a family, a business, a community, or a nation, can be managed without looking inward to the lesser wholes that combine to form it, and outward to the greater wholes of which it is a member”.Allan Savory – Holistic Management
Holistic Community Strategy
Bill JohnstonChief Community OfficerForum One Networks
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More bad news• Inherently messy
• No readymade solution
• It is / will be hard work
Photo courtesy of RIPizzohttp://www.flickr.com/photos/ripizzo/2310929170/
First: A warning.
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Focus = Strategy
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10 Key Topics 1 – Holistic Approach 2 – Developing Strategy 3 – Customer as a Stakeholder 4 – Organizational Stakeholders 5 – The Social Media Ecosystem 6 - Metrics 7 – Key Sources of Value 8 – Reporting Frequency 9 – Report Satisfaction 10 – Report Contents
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1. Holistic Approach• Organization
• is aware of Intention ,value, overhead, opportunity and risk
• Customers
• engaged in community development, programs and policy
• Ecosystem
• Online (& offline) touchpoints are researched, evaluated and prioritized
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Why Holistic is Important• Without a holistic strategy in place
• Definition of value is problematic
• Customer needs are misunderstood
• Programs, engagement and campaigns are best guesses
• Short & long term goals are doomed
• Ongoing stakeholder engagement & support is at risk
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20092. Developing Strategy
1. Define business goals
2. Research customer need,
3. Conduct an ecosystem audit
4. Prioritize touchpoints
5. Develop engagement strategy
6. Develop policy, train participants
7. Ready to engage
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3. Customer as a Stakeholder• Research
• Expectations• Needs• Preferences• Attitudes• Current content sources & touchpoints
• Research conducted via:• Online• Phone• In person
• Ongoing • Open channel as community grows• Advisory panels
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4. Organizational Stakeholders• Recruit an Executive champion
• Engage key department heads
• 1 on 1 interviews are best
• Identify decision makers
• 1 on 1 interviews are best
• Broad outreach / raodshow– All hands, conferences, brownbags
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Ecosystem Diagram
Blogs
Community Portal
Idea Generation
DiscussionGroups
CorporateSite
Mass Social Media
(Facebook, You Tube,
Linked In…)
Independent Blogs
Blogs
IndependentCommunities
Local UserGroups
Events
Meetups
5. Social MediaEcosystem
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2009Ecosystem Audit Find the places your organization, key staff, and
issues are being discussed Blogs Twitter Social networks: (Facebook) groups, fan pages,
events Independent communities Rich media sites (YouTube, Flickr) Discussion groups / mailing lists Events / In person meetups
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2009Outputs of Ecosystem Audit Influencers & Advocates Detractors, competitors Priority sites / touchpoints Issues Opportunities Research lays foundation for ongoing monitoring
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4. Metrics 6. Metrics: mix of Quantitative & Qualitative. Source: Online Community ROI & Reporting Models - March 2008
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4. Metrics Metrics: mix of Quantitative & Qualitative. Source: Online Community ROI & Reporting Models - March 2008
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4. Metrics Metrics: mix of Quantitative & Qualitative. Source: Online Community ROI & Reporting Models - March 2008
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Engagement6. Metrics: mix of Quantitative & Qualitative. Source: Online Community Marketing, Growth & Engagement - July 2008.
An ideal community engagement metric:
• Amount of activity on site• Number and type of content items created• Number of connections / relationships created• Time on site• Frequency of visits• Recommendations & Referrals
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5. Dimensions of Value7. Key Sources of Value (The “Elevator” Question)Source: Online Community ROI & Reporting Models - March 2008.
Cost Reduction / Faster Support “The ROI on employee time devoted to the forums far exceeds the
returns on the usual support methods.”
Larger Body of Knowledge “You won't find this content anywhere else - written by our members
to raise best practice within vendors”
Co-creation / Co-learning We have been able to gather more than a thousand best
practices/lessons learned in two years use.”
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5. Dimensions of ValueKey Sources of Value (The “Elevator” Question)Source: Online Community ROI & Reporting Models - March 2008.
Increased Engagement
“The more we invest into community, the more organic traffic we get.”
Lead Generation / Conversion “When we enlist our community members to represent us physically
or virtually, our reach and conversion metrics dramatically increase.”
Building Customer Loyalty “Offering a community to your clients where they can speak to you
and each other significantly increases customer loyalty.”
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6. Reporting to C-level / results mixed8. Report ContentsSource: Online Community ROI & Reporting Models - March 2008. Q: What are the 3 most important success or performance indicators that are reported on regularly?
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6. Reporting to C-level / results mixed9. Reporting FrequencySource: Online Community ROI & Reporting Models - March 2008
Q: How often is the data reported?
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6. Reporting to C-level / results mixed10. Results Reported to Senior StaffSource: Online Community ROI & Reporting Models - March 2008
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6. Reporting to C-level / results mixed10. Results Reported to Senior Staff / Satisfaction is mixedSource: Online Community ROI & Reporting Models - March 2008
Q: Are you getting pressure to modify data sets or to find new sources of value?
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Tips to Get Started• Start where you are, do what you can
• Find an Exec to be your Champion
• Start a Roundtable of community + social media folks in your org
• Develop a draft strategy that includes:
• Clear organizational goals • Key customers & their needs• Initial ecosystem research
• Don’t wait on policy dev & social media literacy training
‘If you don't know where you are going,any road will get you there.'
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About Forum One NetworksBill Johnston Chief Community Officer, Forum One
Events Online Community Unconference –
6/10 in Mountain View, CA
Research & Networking Online Community Research Network Online Community Compensation,
Community ROI
Services Community Strategy, Metrics, ROI & Reporting
Frameworks
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Q&ABjohnston@forumone.com
http://www.forumonenetworks.com
http://www.onlinecommunityreport.com
QA
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