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Listen in for a quick "Tips in 20" webinar to learn how to build a strategic framework that will allow your online community to evolve and achieve ongoing success.
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Community Strategy Framework
BUSINESS GOALS
MEMBER NEEDS
COMPETITIVE
LANDSCAPE
ENGAGEMENT MODEL & PLAN
1. Content Plan
2. Event Plan
3. Community Promotion Plan
4. Community Moderation Plan
METRICS/ROI
1) Business Goal boil it down to one sentence
Enable Customers to Collaborate, Share Knowledge, Increase Revenue
Differentiate Yourself From Other Service Providers
Increase Sales (retain members, increase member loyalty)
Increase Brand Awareness
Eliminate Geographic Barriers to Networking
Decrease Cost of Customer Service
Co-creation of New Products
Establish Yourself as a Thought Leader
Better Search Results
Provide Additional Information
Educate Customers
4
1) Business Goal
The business goal of PD 360 was to raise student achievement. They accomplished a
lift of 11.3% improvement in student achievement through an online learning
community for teachers with on demand professional development .
5
1) Business Goal Know who you are. What type of online community would you be?
Community Strategy Framework
BUSINESS GOALS
COMPETITIVE
LANDSCAPE
2) Competitive Landscape Where is your audience (clients/employees) currently having conversations?
Online Communities
8
2) Competitive Landscape Conversations are already happening... don’t compete, integrate and compliment
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2) Learn 2) Learn
Community Strategy Framework
BUSINESS GOALS
MEMBER NEEDS
COMPETITIVE
LANDSCAPE
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3) Member Needs Analysis Understand your audience. Don’t ask me, ask them.
Share Knowledge: Explore ideas and participate in one-on-one private discussions threads. Access actionable experienced-based solutions from like minds.
Connect With Peers: Network with one another to find exactly the individual you need who shares your passion. Combat isolation, share emotions, and experience a sense of camaraderie.
Access Tools: find resources that allow you to do your job better, shorten decision times, and decrease risk.
Mirror Current Hot Issues & Needs:
Need for
confidentiality
Burning need to
Share information
12
3) Member Needs Analysis Interview or survey employees to profile your audience
What member types or personas exist?
Can you predict their needs?
How do their needs vary?
What are they looking for?
How do they like to interact now?
How willing are they to share openly?
Do they want exposure?
Do they want to influence others?
Do they want to shape the department?
Are they time crunched?
3) Member Needs Analysis
Member Needs Analysis
Busi
ness
Exec
IT
Pro
fess
iona
l Consu
ltant
Ven
do
r
Oth
er
Pro
fess
iona
l
DEMOGRAPHIC
Career Level
Role
Areas of Interest
Geographic Location
College
Gender
Groups/Associations/Honors/Awards
NEEDS and SKILLS
Knowledge transfer
Leverage the experience of others
Collaborate on information and ideas
Implement BPM faster and learn from peers
Other
WILLINGNESS TO CONTRIBUTE
Comment or Rate (blog, wiki, chat, content)
Contribute content (blog, group docs, wiki, chat)
Speak (teleconference, webcast)
Lead or Chair (group, blog, wiki)
Collaborate (group, wiki)
ENGAGEMENT PREFERENCE
Chat
Post or Comment or Rate
Collaborate via wiki
Read content
Attend or lead teleconferences
Join or lead group
Private meetings with other members
Face to face events
CONCERNS
Trust or risk of online permanent record
Lack of time
3) Member Needs Analysis
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3) Member Needs Analysis
Community Strategy Framework
BUSINESS GOALS
EMPLOYEE NEEDS
COMPETITIVE
LANDSCAPE
ENGAGEMENT MODEL & PLAN
1. Content Plan
2. Event Plan
3. Community Promotion Plan
4. Community Moderation Plan
17
4) Engagement Model Content Plan
What will you publish?
Where will you publish?
How often will you publish?
How to integrate with traditional channels?
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4) Engagement Model Customize your engagement model based on member needs
Announce new members to the
community & within groups
Highlight relevant articles to
member types
Invite members to participate in
relevant events
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4) Engagement Model Active and relevant moderation engages members
• Plan touch point cycles
• Plan your trigger points
• Plan for private and semi-private communication
30% of
moderation is
active
involvement
70% of
moderation is
behind the scenes
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4) Engagement Model Create multiple ways for members to participate
• Chair an affinity group or task force
• Employee-led webinars and teleconferences
• Small group calls, intimate setting, like-minded peers
• Collaborative projects and tools
• Dedicated column in publications
• Member spotlights
• Awards
• Leadership Development: video series on leaders
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4) Engagement Model Strive to balance the elements of the community
Content
Mix up the formats (text, media, audio…)
Seed with company generated content
Reward member-generated content
Events
Offer online webinars
Encourage members to host
Integrate in-person events such as conferences
Member-to-Member Interactions
Online: includes discussion forums, blogs, wikis, email, chat
Offline/Face-to-Face: includes phone calls, in-person meetings
Outreach or Promotion
Actively moderate and drive new memberships
Pushing and pull qualitative and quantitative information
Newsletters, digests, polls and surveys
2007 Patricia Seybold Group Inc.
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4) Engagement Model
Community Strategy Framework
BUSINESS GOALS
EMPLOYEE NEEDS
COMPETITIVE
LANDSCAPE
ENGAGEMENT MODEL & PLAN
1. Content Plan
2. Event Plan
3. Community Promotion Plan
4. Community Moderation Plan
METRICS/ROI
5) Metrics
Targeted members
Total members
New member acquisition per month
Average member logins per month
Average Page Views
Average Time Spent
Most active discussion thread
Most active group
Average Post/Thread
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5) Metrics Build an ROI set based upon your dimensions of value
1. Activity
2. Engagement
3. Influencers
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5) Metrics Include a mix of qualitative and quantitative
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5) Wash, rinse, repeat
Community Strategy Framework
BUSINESS GOALS
MEMBER NEEDS
COMPETITIVE
LANDSCAPE
ENGAGEMENT MODEL & PLAN
1. Content Plan
2. Event Plan
3. Community Promotion Plan
4. Community Moderation Plan
METRICS/ROI
Strategic Framework Questionnaire
Business Goals:
Try to boil it down to one sentence that gets to the core.
o Increase Brand Awareness , Personalize Your Brand
o Collaborate with Customers , Gain Insight , Co-create Products
o Decrease Cost of Customer Service
o Optimize Site, Better Search Results, More Traffic
o Establish Yourself as a Thought Leader, Educate Customers
o Increase Sales
What type of community will you be (Shop Talk, Info Dissemination, Professional
Collaboration)?
What are your expected outcomes?
Who are the main stakeholders?
Strategic Framework Questionnaire
Competitive Landscape:
Where are your members currently having discussions online?
How active are your members in social networking?
How does an online community weave into your overall communications strategy?
Strategic Framework Questionnaire
Member Needs Analysis:
What member types exist?
What are they looking for (might vary by member type)?
Where do they go? How do they like to interact? How much time do they have?
How willing are they to share openly? Do they want exposure?
Do they want to shape the industry or influence the next generation?
Strategic Framework Questionnaire
Engagement Model and Roadmap:
Engagement Model: it is important to plan and balance engagement elements such as:
o Event Plan: online and in person
o Content Plan: text to media, both internal and member generated
o Member to Member Interaction Plan: online discussions, blogs, wikis, chats, emails OR
offline phone calls and meetings
o Outreach or Promotion Plan: push and pull qualitative/quantitative newsletter, polls,
surveys etc.
What engagement elements do you currently leverage?
What new forms of engagement would you like to employ, is there a gap, which will be
prioritized?
Who are your "creators" of content or discussions? Do you need to recruit more creators or
hosts?
How will you integrate with other marketing channels (traditional marketing / social channels)?
Strategic Framework Questionnaire
Metrics / ROI:
What quantitative metrics do you currently monitor?
What qualitative metrics do you currently monitor?
How does each metric tie to your business goals and your dimensions of value?