1.
how to
grow
Joe Cothrel
Chief Community Officer

2.
we’re talking about
a. enterprise
b. large
c. public
Lithium Confidential

3.
your
community
wants to grow
superengage
engage
convert
attract
target
1.25/mo
250/mo
500/mo
10,000/mo
100,00
0

4.
2 ways to measure target
1. customers
2. digital customers
community visitors
as % of website
100
90
80
70
60
50
40
30
20
10
0
traffic
B2C
B2B
B2C
registrations as %
of customer base
100
90
80
70
60
50
40
30
20
10
0
community
B2B
B2B
B2C
works for service companies,
harder for product companies
works for any company

5.
target audience
a. large (>10,000)
b. addressed
c. complete
Lithium Confidential

6.
car vs golf cart

7.
audience is
inseparable
from focus

8.
Lithium Confidential
promotion
a. measured
b. prioritized
c. effective

9.
ways to promote
website
priority 1
email
priority 2
everything
else
priority 4
social
web
priority 3
organic
search
traffic
mature public communities
typically get 70-80% of
traffic from search

10.
Lithium Confidential
draft off
events and
issues

11.
Lithium Confidential
registration
a. integrated
b. easy
c. unitary

12.
registration SSO gotchas
§ Popping registration for
visitors can double your
abandon rate.
typical registration
success rates
100
90
80
70
60
50
40
30
20
10
0
LEADERS
LAGGARDS
§ Wording your registration as
voluntary can double your
success rate.
AVERAG
E

13.
unitary registration
In unitary systems,
you become a
community member
when you become a
customer.

14.
engagement
a. calls to action
b. notification
c. recognition
Lithium Confidential

15.
calls to action
§ placement
§ size
§ color
§ wording
experiment until you
get it right!

16.
superengagement
a. offered
b. renewed
c. rewarded
Lithium Confidential

17.
superusers
§ annual process
§ identification
§ invitation
§ engagement
§ reward

18.
Questions