joe cothrel - how to increase engagement in an existing online community
TRANSCRIPT
how to grow Joe Cothrel Chief Community Officer
Lithium Confidential
we’re talking about a. enterprise b. large c. public
your community wants to grow
target attract convert engage
superengage
100,000
10,000/mo
500/mo
250/mo
1.25/mo
2 ways to measure target
1. customers
2. digital customers
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100
0
B2C
B2B
B2C
community visitors as % of website
traffic
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100
0
B2B
B2B
B2C
community registrations as % of customer base
works for service companies, harder for product companies
works for any company
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target audience a. large (>10,000) b. addressed c. complete
car vs golf cart
audience is inseparable from focus
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promotion a. measured b. prioritized c. effective
ways to promote
website priority 1
email priority 2
everything else
priority 4
social web
priority 3
organic search traffic mature public communities typically get 70-80% of traffic from search
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draft off events and issues
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registration a. integrated b. easy c. unitary
registration SSO gotchas
§ Popping registration for visitors can double your abandon rate.
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LEADERS
LAGGARDS
typical registration success rates
§ Wording your registration as voluntary can double your success rate.
AVERAGE
unitary registration
In unitary systems, you become a community member when you become a customer.
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engagement a. calls to action b. notification c. recognition
calls to action § placement § size § color § wording
experiment until you get it right!
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superengagement a. offered b. renewed c. rewarded
superusers
§ annual process § identification § invitation § engagement § reward
Questions