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Presentation from the Online Community Summit. Focuses on how to determine next steps when you have an existing successful online community.
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Defining Next for your Community
Dawn Lacallade Community Manager, SolarWinds
@DawnL and #solarwinds
Picture: http://www.flickr.com/photos/haagsuitburo
Photo Credit: http://www.flickr.com/photos/mckaysavage/3016006648/
• Less understanding of the medium • More politics• More shiny objects
Critical not to just take the shiny object as the next step without analysis.
Crossroads
http://www.flickr.com/photos/kh-67/3339157498/
Photo Credit: http://www.flickr.com/photos/saxcubano/440777294/
Evaluate Existing Community
Participation levels» Watchers and creators.
» Depth
» Return Rate
Type of participation» Feedback
» Ask or answer
» Develop content
» Recommend
» Critique
» Collaborate
How are you growing» Leverage existing
participants» Grow participants- how?
Sentiment and Loyalty
Existing company performance/ participation
Crossroads
http://www.flickr.com/photos/kh-67/3339157498/
Determine what you need
- Slide 7 -
Customer/Community
Needs
BusinessNeeds
http://www.flickr.com/photos/kimandshannon/3806011383/
Defining CURRENT Business Needs
1. Start with the current business goals/ challenges and identify where community can help.
2. Make the stakeholders aware of what community can offer (list on next page)
3. Find the blend of quick hits and long term value.
- Slide 8 -
Narrow Thinking
- Slide 9 -http://www.flickr.com/photos/chough/87501689/
Explain what is possible! 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
- Slide 10 -
Customer/Community Needs
Define customer sets (segments)» What types of customers come to your sites?» What do you know about these groups?
Identify what they need and when» When do they engage with the company and what are their
goals?» How important are each of these areas to the user?
Score how we are delivering on these needs today. Use this information to find the areas of greatest need/
opportunity from the Customer’s perspective. Evaluate impact of new projects to existing members
***ask customers***
- Slide 11 -
Crossroads
http://www.flickr.com/photos/kh-67/3339157498/
Plot the shortest path
Finding the right projects Tweak existing or start fresh? Brainstorm projects that will deliver to the goals Balance longer term with quick wins
Communicate clearly (set expectations)
Stakeholders + involved Elevator level
Project manage the delivery
http://www.flickr.com/photos/flyzipper/
Prove it Continue to measure
community health metrics » Activity » Growth
Project level success measures
» As you mature, this becomes more important
» Must be in terms that match the business need
Getting to ROI that makes sense to your executives
http://www.flickr.com/photos/mr_beaver/3486761520/
- Slide 15 -
Caution:
Be Realistic(What is reasonable to expect from your users)
Understand Community (What it is and is not good for)
Be True to your Brand
Crossroads
http://www.flickr.com/photos/kh-67/3339157498/
Thank You!
Questions?