community 20 presentation dawn lacallade
DESCRIPTION
This is the presentation I gave at the Community 2.0 Conference. It is a hands on look at how to start with a new community. Please also see the spreadsheet for details referenced in the presentation. The surveymonkey can be found here: http://www.surveymonkey.com/s.aspx?sm=LnmERAz7m_2bGnUW_2f8i6N_2fww_3d_3dTRANSCRIPT
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From Strategy to ROI Model
Dawn Lacallade Community Manager, SolarWinds
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Level Setting
What are the tools we are including here?» Ideas» Forums» Blogs (with comments)» Content Exchanges» Webinars and Videos (with interaction)» Ratings and Reviews
» 3rd Party Sites
» Monitoring and Listening
» Closed Communities
» Groups
» Loyalty Programs
» Polls
» Ideation Sessions
» Wikis
» Profiles and Searching Profiles
» Event calendars
Community 2.0 Presentation- Dawn Lacallade - Slide 2 -
What is Community?
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Common Mistakes:
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So how do you do it right?
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The Model
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Map Metrics to Business
Needs
Community 2.0 Presentation- Dawn Lacallade
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What is your business need? Website
» Grow traffic» SEO» Content creation- marketing» Product recommendations
Brand» Crisis Management» Case studies» Direct communication with
customers» Find brand advocates» Personalize the company» Corporate or Exec branding
Support» Content creation- support» Content creation- learning» Questions and answers
R&D» Idea generation» Prioritization» Beta testing/ Focus Groups» Strategic partnering» Content Creation- software
Sales» Product recommendations» Use cases» Impulse buy» Question & Answer- pre-sales» Word of mouth marketing
Internal Community» Communication» Knowledge sharing» R&D» New employee education
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But there are limits.
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What can you do?
How much are you willing to spend? How many people do you have to work these
properties? How much business risk/transparency are you
comfortable with? How comfortable are your customers in the
online space? How high is the existing participation in your
online community?
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Introducing the tools
1. Survey tool- gather and aggregate these answers and are the input for #2.
2. Magic spreadsheet recommended tool
3. Match the metrics via the table
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So lets start with an example.
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The SCOOTER Store
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Gathering all the input
We surveyed the stakeholders for their business needs for the community.
» Ask for priorities (we all want it all!)» Ask stakeholders (money, people or decisions)» Example business objectives in the spreadsheet» Surveymonkey template in materials:
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Review the Survey
Community 2.0 Presentation- Dawn Lacallade - Slide 12 -
Review Survey
http://www.surveymonkey.com/s.aspx?sm=pN3kITMMg_2fqHrgPLncsRrw_3d_3d
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Survey Results (Scooter Store)
Critical Business Needs Website- Elicit content creation- Marketing materials PR/Brand- Crisis management PR/Brand- Direct communication with customers Support- Questions and Answers R&D- Prioritization of ideas R&D- Beta testing Sales- Questions and Answers
Business Readiness Medium investment in people and money Medium risk and community maturity
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We plugged the Scooter Storeinformation into the spreadsheet…
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Output- Tools to consider (Scooter Store)
Based on your priorities and business commitment, these are the recommended tools:
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Caution:Do one tool at a time.
(A big empty site is daunting to early users.)
Stay true to your brand promise. Don’t try to be more than you are.
Determine measures based on business need, not tool.
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Proposed Metrics (Scooter Store)
Business Value» Web Content: Content created,
views of content, comments
» PR/Brand: Net promoter score, sentiment, duration of issues, posts, your responses, time to respond
» Support: Questions, answers, time to answer, % answered by you, views of answered content
Community Health» Creators: posts, answers,
comments, new registrations, # of contributions per person
» Watchers: views, page depth, daily unique visitors, time on site, bounce rate
Changes» Track intended changes (send
newsletter – get what expected change?)
» Notice unintended changes and find cause.
User Behavior Reports» People who are new and
contributing highly (thank them)
» When people cross milestones (recognize them)
» Send new people welcome msg
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Metrics ROI Translate the metrics on the previous page into terms that align with YOUR business in the terms they understand.
» Examples: Contacts reduced and download assists
Clearly outline the costs and risks» Costs for setup: platform, design work, data migration, seed content,
high initial participation from the company, data setup, PR costs, etc.
» Ongoing costs: direct headcount, time spent by others within company, dev for improvements & updates, costs to take action (act on ideas), contests, events, etc.
» Risks: low participation, negative responses, ideas that are not plausible, continuing costs, etc.
Considerations » ROI is a fluid concept- don’t get too locked in your measures. As new
needs and tools are added, be sure to track them as well.
» Community measures can fluctuate dramatically especially in a new community. Set goals over a month or longer period of time.
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Reuse the Model
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When a new business need arises- reuse the model to evaluate the best tool.
Once you have found success (and proven it with
measures) with one tool, add more (slowly).
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Thank You
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Leading Your Strategy Session
Dawn Lacallade Community Manager, SolarWinds
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Pre-work
Broad Groups of Stakeholders: Ask the business leaders/stakeholders to complete a
survey before the beginning of the session outlining their priorities. (See surveymonkey example)
Stakeholders are not ALL the people involved in the community, but rather the decision makers (people who give you money, people or make decisions)
Review the responses and nag responders as needed. (It is VERY important to get as much response as possible before the working session)
Give yourself enough time to gather and align the data before the session. (see next page)
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Analyzing the Data
Critical items for this session:» Mark everything that falls into the “Critical Business Needs”
category (with an x) in the first column of the spreadsheet.» Build a synopsis of the survey for starting point of the meeting.
(see example)» Review the items that ranked high on the not now or not ever.» Find examples of the output tools to share with the audience.
Knowledge for later:» Keep these priorities for later.
• What to possibly tackle next (other high ranking business needs)
• See the changes when you do this survey again.
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Survey and Tool Results
When reading back the results to the team: Share the results (see scooter store example) Explain why it is important to build the community with
clear goals. Discuss the ones you will not be doing (set expectations) Be ready to explain what the tools are with examples of
companies/sites that you admire.
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Building your ROI
Clearly map the first group of measures to the original business needs.
Don’t forget the measures of community health, changes, and users.
ROI is a fluid concept- don’t get too locked in your measures. As new needs and tools are added, be sure to track them as well.
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Caution: Community values can fluctuate significantly, so I recommend measuring
to goals on a monthly or larger block of time.
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Implementation
Good luck with your implementation!
There are many online resources and blogs with tips for success!
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