The Quantified Community - Rachel Happe
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It’s hard to proactively manage what you can’t measure - or define. Traditional communities led by people like mayors, principals and ministers have long been an important part of the human experience and a critical mechanism in guiding the behavior of individuals. But community management was rarely explicit and there was no common understanding of what made a community successful. As digital channels reveal how social networks work, it’s easier to see how communities form, grow and adapt in ways that support or destroy the success of their participants. That understanding is leading to explicit roles for community professionals and with it, more definition of what community management is and how it can be applied to proactively encourage specific behaviors that establish successful communities. For over six years The Community Roundtable has been participating in, analyzing and defining the changing community landscape. In this session, Rachel Happe will share The Community Roundtable's extensive research into the community management practices that drive successful communities, and explore how community management is redefining the role of organizations in their ecosystem. In this session, Rachel will introduce ways to think about community architecture based on community maturity, share a case study of how to change the culture of a community and share common culture issues and how to address them.
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The Quantified Community - Rachel Happe
- 1. The Quantified Community Tracking Behavior to Prove ROI Rachel Happe Co-Founder, The Community Roundtable @rhappe
- 2. Do you want to play Friday night poker or do you want to run the tables?
- 3. Community operations is emerging and critical for scale
- 4. Community building is critical to success – always has been
- 5. But it’s often been in implicit responsibility,
- 6. And success has been hard to see and define
- 7. Online the value of communities comes into focus
- 8. 1. Who engages and how 2. How communities form and evolve 3. How network structure impacts outcomes 4. Aggregate behaviors and culture 5. How to trigger and influence behavior Online, we can see @rhappe
- 9. We now know how to build communities efficiently…
- 10. …which means we have standard recipes and measurements
- 11. 11 “If you can't measure it, you can't improve it.” - Peter Drucker
- 12. 12 We are drowning in data… so where do we start?
- 13. 13 Focus on what matters, not what is easy
- 14. Inputs & Outputs
- 15. Things that matter, which can be measured Input: Management The approach to building successful communities Output: Behavior How individual communication behavior is changing Output: Results The value produced by the community; benefits including ROI Investment Return Return @rhappe
- 16. Input: Management The Community Maturity Model @rhappe
- 17. ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ Input: Management Measuring community management @rhappe
- 18. Behaviors
- 19. 19 “If you don’t know where you are going, any road will get you there” - Lewis Carroll
- 20. • Information Seeking • Content Management • Collaborative Analysis and Decision-Making • Co-creation of content • Work Synchronization • Stakeholder review • Communication of decisions or outputs When a member wants to ___________________________ they will use the community to __________________________, instead of doing _____________ __________________________. Output: Behavior Define behaviors that generate value @rhappe
- 22. Metrics & ROI
- 23. Output: Behaviors Measuring Community Behaviors @rhappe
- 24. Output: The Holy Grail - ROI 5 Data Points You Need: 1. Number of answers 2. Number of searches 3. Estimate of % of successful searches (start with 20%) 4. Financial value of an answered question (customer support will have a good number for this) 5. Cost of the community program (z) Calculations: 1. Answers * Value of Answer = x 2. (Searches * % Successful) * Value of Answer = y 3. x + y 4. (x +y)/z @rhappe
- 25. Output: Results 0% 20% 40% 60% 80% 100% August September October November Responses Helpful Response Correct Responses $0 $10 $20 $30 August September October November Thousands Value of New Answers Value of Search Results Response Rate No Response Response Helpful Correct Response Rate Trend, by Month Value of Questions, by Month Compounding Value of Community $0 $20 $40 $60 $80 $100 August September October November Thousands Value of New Answers Value of Search Results @rhappe
- 26. Output: ROI Return on Investment -$50 $0 $50 $100 $150 $200 $250 August September October November December January Thousands ROI Cost Total Value @rhappe
- 27. 27 Five Ways to Improve Community Value
- 28. 1. Define a Compelling Shared Purpose and Shared Value Organizational Objectives Member Objectives Shared Purpose Shared Value @rhappe
- 29. Psychological Hack: Need for identity, completion and belonging
- 30. 1. Dedicated community manager 2. Professional development – this is an emerging discipline 3. Invest in advocates 2. Invest in Community Management @rhappe
- 31. Psychological Hack: Need for challenge
- 32. 1. Start small 2. Watch, ask and listen 3. Experiment until optimal engagement profile develops 4. Use social norms to rapidly acclimate new members 3. Start as You Mean to Continue @rhappe
- 34. 4. Invest in Operations that Scale 1. Build out policies and governance 2. Develop a playbook and training 3. Grow your community management team 4. Invest in customizing the technology to support what works @rhappe
- 35. Psychological Hack: Triggers, habits and conditioning
- 36. 5. Measure what Matters, not what is Convenient 1. Identify behaviors that generate value 2. Focus measurement on those behaviors 3. Use metrics to educate stakeholders and make tactical adjustments 4. Translate behaviors to financial value and ROI @rhappe
- 37. Psychological Hack: What people see determines what they think
- 38. 1. Determine the value of a answer 2. Prioritize key behaviors 3. Optimize community management to encourage and reward key behavior Tasks for tomorrow: @rhappe
Editor's Notes
- Good morning – it’s great to be here and surrounded by so many amazing community builders. I’m looking forward to hearing as many of your stories as possible today. A big thanks to Rich for having me and for hosting this event – it’s a hugely important opportunity to gather our tribe and share our tribal knoweldge with each other. Today I’m going to kick things off by sharing what I’ve learned collaborating with many of you.
- The question I want to pose tto community professionals today is this: do we want to continue in an ad hoc fashion – doing our best individually – or do we want to run the tables, which in our case is our organizations. I know what I want – I think a community approach is the future of business, the future of management and the future of work.
- One of the biggest opportunities in the community management space is to get better at community operations – it is the way in which we will translate what we know about community tactics and scale it in a way that transforms our organizations. Yet is is also the biggest area of weakness in the community management field – and it’s not particularly sexy. It requires long and challenging conversations with our IT, finance, HR, legal, compliance and business development teams but it is what will help communities transcend functional goals and become the way we manage organizations. In my opinion, it is where the magic happens. If you remember nothing else from my presentation, remember this: Pave the roads and cars will use them.
- One of the challenges for community professionals is that community is everywhere – offline/online and in every area of life and it has always been a critical component to success.
- Because community was and is everywhere, it is hard to find common definitions of what success looks like…
- And how communities formed and evolved was hard to see and define – it was a bit magical when it worked.
- The Internet has enabled us to watch and see how communities form, interact, grow and evolve – and their value has come into focus because we can now define what different types of communities look like explicitly.
- Because of this – and decades of hard earned knowledge by the people in this room – we now know how to build communities efficiently…
- And we have some standard recipes and measurements for them – which for me is very exciting because…. It means we can operationalize what we know into consistent, repeatable governance structures that encourage and reward the behaviors that have the most value, for both members and a community sponsor.
- The ability to define standards is also exciting because it means we can more rapidly improve – I believe we are at an inflection point in being able to build successful communities.
- However, many of you may still feel like this. The Internet giveth and the Internet taketh away – online we can measure *everything* and we are drowning in data… making it extremely hard to focus.
- However, it is critical that we focus only on what matters – not what is easy. What that means – as one of TheCR’s Community Analyst would say is… do not look at or pull any data until you know exactly what you are looking for. Let’s dig into this a bit more – because this is an essential piece of understanding how to scale and operationalize a community approach.
- You can essentially measure two categories of things: inputs and outputs. Your input is your community management approach – what activities do you invest in to generate engagement and value? Your output can be measured in two ways, which are really the same but one will come first; Behaviors – how individuals are using the community to do something and Results which is the cumulative value of all member behaviors.
- One of the things we do at The Community Roundtable is create models and frameworks that help define what community and community management means