The document discusses how to drive engagement through community management. It recommends defining engagement goals and the type of relationships and channels needed to meet those goals. It also stresses that the ultimate goal is behavior change rather than just engagement. The document provides tips for generating valuable engagement through shared purpose, content and programming. It introduces the concept of an "engagement algorithm" that combines motivators, abilities and triggers to create engagement recipes tailored for different communities.
15. But engagement is not a great goal.
Behavior change is what you really want.
Phase 1: Track behavior change, because that is
what changes economics
16. So Don’t Be the Fried Twinkie
http://www.flickr.com/photos/nadja_robot/24151450/
31. Content examples:
• Images and photos
• Videos
• Blog posts
• Reports and whitepapers
• FAQs
Content attracts and brings back members
32. Programming fuels member generated
content
Programming examples:
• Weekly newsletters
• QOTD – Question of the day
• AMA “Ask me anything” chats
• Member webinars/calls
• Working groups
33. Content & Programming
Content
channel
Op1mally
engaged
Land
of
1,000
Ghost
town
Flowers
Member
contribu1ons
Organiza1onal
contribu1ons
@rhappe @TheCR #fbsprint
38. Engagement Recipe
Recipe Name: What’s Your Super Po wer ?
Motivators: !
• Fun
• Recognitio n
• Competition
Tools to Increase Ability: !
• Presentatio n
• Conference hashtag
• Tw i tt e r
Triggers: !
• Reque st
• Tweets
TheC R
@rhappe @TheCR #fbsprint