Holistic Community Strategy

“We now realize that no whole, be it a family, a business, a community, or a nation, can be managed without looking inward to the lesser wholes that combine to form it, and outward to the greater wholes of which it is a member”. Allan Savory – Holistic Management 1

Holistic Community Strategy Bill Johnston Chief Community Officer Forum One Networks

First: A warning. More bad news • Inherently messy • No readymade solution • It is / will be hard work Photo courtesy of RIPizzo http://www.flickr.com/photos/ripizzo/2310929170/ 3

Focus = Strategy 4

10 Key Topics 1 – Holistic Approach  2 – Developing Strategy  3 – Customer as a Stakeholder  4 – Organizational Stakeholders  5 – The Social Media Ecosystem   6 - Metrics 7 – Key Sources of Value  8 – Reporting Frequency  9 – Report Satisfaction  10 – Report Contents  5

1. Holistic Approach • Organization • is aware of Intention ,value, overhead, opportunity and risk • Customers • engaged in community development, programs and policy • Ecosystem • Online (& offline) touchpoints are researched, evaluated and prioritized 6

Why Holistic is Important • Without a holistic strategy in place • Definition of value is problematic • Customer needs are misunderstood • Programs, engagement and campaigns are best guesses • Short & long term goals are doomed • Ongoing stakeholder engagement & support is at risk 7

2009 2. Developing Strategy Define business goals 1. Research customer need, 2. Conduct an ecosystem audit 3. Prioritize touchpoints 4. Develop engagement strategy 5. Develop policy, train participants 6. Ready to engage 7. 8

3. Customer as a Stakeholder • Research • Expectations • Needs • Preferences • Attitudes • Current content sources &touchpoints • Research conducted via: • Online • Phone • In person • Ongoing • Open channel as community grows • Advisory panels 9

4. Organizational Stakeholders • Recruit an Executive champion • Engage key department heads • 1 on 1 interviews are best • Identify decision makers • 1 on 1 interviews are best • Broad outreach / raodshow– All hands, conferences, brownbags 10

5. Social Media Ecosystem Diagram Blogs Ecosystem Independent Communities Mass Social Media Independent Blogs (Facebook, Blogs You Tube, Linked In…) Discussion Groups Community Portal Meetups Corporate Local User Site Groups Idea Generation Events 11

2009 Ecosystem Audit  Find the places your organization, key staff, and issues are being discussed  Blogs  Twitter  Social networks: (Facebook) groups, fan pages, events  Independent communities  Rich media sites (YouTube, Flickr)  Discussion groups / mailing lists  Events / In person meetups 12

2009 Outputs of Ecosystem Audit  Influencers & Advocates  Detractors, competitors  Priority sites / touchpoints  Issues  Opportunities  Research lays foundation for ongoing monitoring 13

4. Metrics 6. Metrics: mix of Quantitative & Qualitative. Source:Online Community ROI & Reporting Models - March 2008 14

4. Metrics Metrics: mix of Quantitative & Qualitative. Source:Online Community ROI & Reporting Models - March 2008 15

4. Metrics Metrics: mix of Quantitative & Qualitative. Source:Online Community ROI & Reporting Models - March 2008 16

Engagement 6. Metrics: mix of Quantitative & Qualitative. Source: Online Community Marketing, Growth & Engagement - July 2008. An ideal community engagement metric: •Amount of activity on site •Number and type of content items created •Number of connections / relationships created •Time on site •Frequency of visits •Recommendations & Referrals 17

5. Dimensions of Value 7. Key Sources of Value (The “Elevator” Question) Source: Online Community ROI & Reporting Models - March 2008.  Cost Reduction / Faster Support “The ROI on employee time devoted to the forums far exceeds the  returns on the usual support methods.”  Larger Body of Knowledge “You won't find this content anywhere else - written by our members  to raise best practice within vendors”  Co-creation / Co-learning We have been able to gather more than a thousand best  practices/lessons learned in two years use.” 18

5. Dimensions of Value Key Sources of Value (The “Elevator” Question) Source: Online Community ROI & Reporting Models - March 2008. Increased Engagement “The more we invest into community, the more organic traffic we  get.”  Lead Generation / Conversion “When we enlist our community members to represent us physically  or virtually, our reach and conversion metrics dramatically increase.”  Building Customer Loyalty “Offering a community to your clients where they can speak to you  and each other significantly increases customer loyalty.” 19

6. Reporting to C-level / results mixed 8. Report Contents Source:Online Community ROI & Reporting Models - March 2008. Q: What are the 3 most important success or performance indicators that are reported on regularly? 20

6. Reporting to C-level / results mixed 9. Reporting Frequency Source: Online Community ROI & Reporting Models - March 2008 Q: How often is the data reported? 21

6. Reporting to C-level / results mixed 10.Results Reported to Senior Staff Source:Online Community ROI & Reporting Models - March 2008 22

6. Reporting to C-level / results mixed 10.Results Reported to Senior Staff / Satisfaction is mixed Source:Online Community ROI & Reporting Models - March 2008 Q: Are you getting pressure to modify data sets or to find new sources of value? 23

Tips to Get Started „If you don't know where you are going, any road will get you there.' • Start where you are, do what you can • Find an Exec to be your Champion • Start a Roundtable of community + social media folks in your org • Develop a draft strategy that includes: • Clear organizational goals • Key customers & their needs • Initial ecosystem research Don’t wait on policy dev & social • media literacy training 24

About Forum One Networks Bill Johnston Chief Community Officer, Forum One  Events Online Community Unconference –  6/10 in Mountain View, CA  Research & Networking  Online Community Research Network  Online Community Compensation, Community ROI  Services  Community Strategy, Metrics, ROI & Reporting Frameworks 25

QA Q&A Bjohnston@forumone.com http://www.forumonenetworks.com http://www.onlinecommunityreport.com 26

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Holistic Community Strategy

by Bill Johnston on May 14, 2009

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