Community 20 Presentation Dawn Lacallade

From Strategy to ROI Model Dawn Lacallade Community Manager, SolarWinds

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
3 rd 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 - What is Community?

- Slide - Common Mistakes:

Modify This Footer: View -> Header & Footer - Slide - So how do you do it right?

The Model - Slide - Community 2.0 Presentation- Dawn Lacallade Map Metrics to Business Needs

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
- Slide -

Modify This Footer: View -> Header & Footer - Slide - But there are limits.

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?
- Slide - Community 2.0 Presentation- Dawn Lacallade

Introducing the tools
Survey tool- gather and aggregate these answers and are the input for #2.
Magic spreadsheet  recommended tool
Match the metrics via the table
Community 2.0 Presentation- Dawn Lacallade - Slide - So lets start with an example.

The SCOOTER Store - Slide -

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:

Review the Survey
Review Survey
Community 2.0 Presentation- Dawn Lacallade - Slide - http://www.surveymonkey.com/s.aspx?sm=pN3kITMMg_2fqHrgPLncsRrw_3d_3d

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

Modify This Footer: View -> Header & Footer - Slide - We plugged the Scooter Store information into the spreadsheet…

Output- Tools to consider (Scooter Store)
Based on your priorities and business commitment, these are the recommended tools:
- Slide -

Modify This Footer: View -> Header & Footer - Slide - 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.

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
- Slide -

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.
- Slide -

Reuse the Model
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).
Community 2.0 Presentation- Dawn Lacallade - Slide -

Thank You

Leading Your Strategy Session Dawn Lacallade Community Manager, SolarWinds

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)
- Slide -

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.
- Slide -

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.
- Slide -

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.
- Slide - Caution: Community values can fluctuate significantly, so I recommend measuring to goals on a monthly or larger block of time.

Implementation
Good luck with your implementation!
There are many online resources and blogs with tips for success!
Community 2.0 Presentation- Dawn Lacallade - Slide -

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http://community.community-roundtable.com	38
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Community 20 Presentation Dawn Lacallade

by Dawn Lacallade on May 12, 2009

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Community 20 Presentation Dawn Lacallade — Presentation Transcript