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?

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

- 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 -

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

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

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?

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.

Survey tool- gather and aggregate these answers and are the input for #2.

Magic spreadsheet  recommended tool

Match the metrics via the table

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: - Slide - Community 2.0 Presentation- Dawn Lacallade

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

Review Survey

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 - Slide - Community 2.0 Presentation- Dawn Lacallade

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 -

Based on your priorities and business commitment, these are the recommended tools:

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 -

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

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 -

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.

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 -

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).

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 -

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)

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 -

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.

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 -

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.

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.

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.

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

Good luck with your implementation!

There are many online resources and blogs with tips for success!