Data-Driven Online Community Management

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These slides are from the Socious webinar, Data-Driven Online Community Management. The video features a social business discussion to understand how to use data to unlock growth and customer satisfaction. The entire 90 minute webinar-on-demand can be seen at http://bit.ly/K4FD9Y.

Published in: Technology, Business

Data-Driven Online Community Management

  1. 1. The Pillar Summit Professional Community ManagementData-Driven Community Management By Richard Millington www.pillarsummit.com www.feverbee.com @RichMillington
  2. 2. My Dream Job
  3. 3. Most community managersare doing it wrong...
  4. 4. It’s time for aRadical Rethink...
  5. 5. The Pillar Summit Professional Community Management Today1) 8 Elements of Community Management2) Using data to optimize CommunityManagement3) Combining data and theory
  6. 6. communityWhat ismanagement?
  7. 7. Strategy Growth Business Contentintegration The Community Management framework User Moderationexperience Relationshi Events & ps & Activities Influence
  8. 8. Strategy
  9. 9. Why do we need to usethe community lifecycle?
  10. 10. 1) Growth
  11. 11. 2) Engagement
  12. 12. 3) Sense of community
  13. 13. The Community LifecycleInception Establishment Maturity Mitosis
  14. 14. The Pillar Summit Professional Community ManagementAlways have a plan...
  15. 15. Growth
  16. 16. The Pillar SummitProfessional Community Management
  17. 17. The Pillar Summit Professional Community Management Four types of growth1) Direct 2) Promotion3) WOM 4) Search
  18. 18. The Pillar Summit Professional Community ManagementUnique, new, visitors # active members
  19. 19. The Pillar Summit Professional Community Management Class Exercise 1 What is your conversion ratio? Unique, Registered new, IP membersaddresses Within previous 30 days
  20. 20. The Pillar Summit Professional Community ManagementNewcomer to Registered Member Conversion
  21. 21. The Pillar Summit Professional Community Management Prompt to register when they try to Highlight something participate or after {x} in the community to page views participate in Position registration Deliberately target Reduce/tweak e- clearer (tweak more interested mail confirmation colours/positioning members copy etc.. Newcomer hears Gets a Finds something Enters registration Becomes a about the Visits Clicks register confirmation e- they like details member! community visits mail Display latest Reduce data requiredYour promotional content /activities on to completeplan goes here... landing page registration Simplify registration page copy
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  24. 24. The Pillar Summit Professional Community Management Class Exercise 2 What is your conversion ratio?Registered Participantsmembers Within previous 30 days
  25. 25. The Pillar Summit Professional Community Management It’s sample time!• Systematic sampling of 100 registered members within the past month• List alphabetically/date joined• Use every nth (5th, 10th, whatever)• How many make a contribution?• Where do they drop out?
  26. 26. The Pillar Summit Professional Community Management Registered Members to Participants• Personal welcomes (and types of welcome)• Automated messages• Change the post-registration page• Buddy systems• New members list & details• Notifications of major events• Create a newcomer-specific area• Teach newcomers about the community• Something interesting to do...
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  28. 28. The Pillar Summit Professional Community Management Class Exercise 3 What is your conversion ratio?Participants Regulars After 6-months
  29. 29. The Pillar Summit Professional Community ManagementParticipants to Long-Term Members• Stratified & Systematic Sampling• Where do members drop out?• After # contributions?• After # amount of time?
  30. 30. The Pillar Summit Professional Community ManagementParticipants to Long-Term Members
  31. 31. The Pillar Summit Professional Community Management Participants to Long-Term Members• Notification System • Rituals• Speed of response • Personal introductions• Ensure proper participation • Content about newcomers• Cultural Education • Ownership, investment &• Characteristics of influence response • Switching motivations
  32. 32. Moderation
  33. 33. The Pillar Summit Professional Community Management Using data to change moderation• Removing barriers • Initiating discussions• Spammers • Soliciting contributions• Conflicts • Recognition• Information overload • Ensuring correct behaviour• Characteristics of • Highlight popular material response
  34. 34. The Pillar Summit Professional Community Management Social Density• # people participating• Low social density means activity• Relatively constant once a sustainable level has been reached• 40 participants / 20 minutes
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  36. 36. The Pillar SummitProfessional Community Management
  37. 37. ScienceForums.net
  38. 38. The Pillar SummitProfessional Community Management
  39. 39. The Pillar Summit Professional Community Management Social density• Remove/combine quiet/inactive categories, areas and features• Dissipate activity when it becomes too concentrated • Identify and encourage friendship groups • Identify popular topics and build a group/place for that• Promote these groups (and have people responsible for them)• Bonus: Rank by popularity
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  41. 41. Create great content
  42. 42. The Pillar Summit Professional Community ManagementUsing Data To Optimize Content• Write content about members• Identify most popular categories of content• Rotate when visits decline
  43. 43. Events & Activities
  44. 44. Relationship Development
  45. 45. The Pillar Summit Professional Community Management Using Data To Optimize Content• Members approached for initial dialogue• Members responded to approach• Members advanced to self-disclosure• Members participated in shared activity/event• Ongoing relationship (1 exchange per month)• Insider group/volunteers
  46. 46. Technology
  47. 47. The Pillar Summit Professional Community Management Using Data To Optimize the platform• Measure the goal; activity• Remove the redundant areas• Tweak the copy• Refine the most used elements• Go mobile or not?• Be careful about asking members what they want
  48. 48. ROI
  49. 49. The Pillar Summit Professional Community ManagementDon’t be defensive...
  50. 50. “What’s theROI of yourmother???”
  51. 51. “What’s theROI of putting your pants on?”
  52. 52. The Pillar Summit Professional Community ManagementPrecision is the enemy
  53. 53. The Pillar Summit Professional Community Management Calculating ROI• Increased retention (keep • Feedback/Innovation existing customers) • Reduced marketing costs• Increased repeat purchases • Reduced customer service costs (people buy more)• New sales leads • Internal: Productivity• New revenue opportunities • Internal: Decreased turnover• Recruitment • Non-profit: Mission fulfilment
  54. 54. The Pillar Summit Professional Community ManagementMeasure a sample of members... ...multiply by the number of members this sample represents
  55. 55. The Pillar Summit Professional Community ManagementQuestions?
  56. 56. The Pillar Summit Professional Community Management The Pillar Summit Professional Community Management Course• Registration ends May 21st • Includes all resources• 3 modules of 6 weeks • Great testimonials• £800 GBP per module • Payment plans• £2000 GBP for all 3 • www.pillarsummit.com/registrati modules on
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