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How to: 
Drive Even More Engagement 
Rachel Happe 
@rhappe
What’s 
Your Super 
Power?
3! 
Was that Engagement?
Ghost Town
Land of 1,000 Flowers
Drama Central
A Circling Storm
A Clique
Engagement advances… 
Trust
Engagement advances… 
Relationships
Engagement advances… 
Ideas
Engagement advances… 
Expertise
Engagement advances… 
Projects
Engagement advances… 
Solutions
But engagement is not a great goal. 
Behavior change is what you really want. 
Phase 1: Track behavior change, because tha...
So Don’t Be the Fried Twinkie 
http://www.flickr.com/photos/nadja_robot/24151450/
Define the Engagement You Need
Goals Will Determine Relationship & 
Channel Requirements 
Awareness 
Encounter 
Awareness 
Resonance 
Recogni1on 
Underst...
19! 
The 90-9-1 Rule Is Obsolete 
90% 
52% 
63% 
12% 
9% 
17% 
21% 
1% 
15% 
11% 
8% 
Best-­‐in-­‐Class 
Average 
90-­‐9-­...
20! 
Community 
Structure: 
Creating Conditions 
for Success
Why Community Management 
Matters 
“Goals are for Losers” 
www.communityroundtable.com 
– Scott Adams 
@rhappe @TheCR #fbs...
The Value of Community 
Management 
Building Processes for Repeatable Results 
While you may be able to generate results w...
Define: The Community Maturity 
Model 
www.communityroundtable.com 
@rhappe @TheCR #fbsprint
Assess the Strength of your 
System 
www.communityroundtable.com 
✔ 
✔ 
✔ 
✔ 
✔ 
✔ 
✔ 
✔ 
@rhappe @TheCR #fbsprint
Define and Fill Gaps 
www.communityroundtable.com 
@rhappe @TheCR #fbsprint
Build a Roadmap and Budget 
www.communityroundtable.com 
@rhappe @TheCR #fbsprint
27! 
Community Tactics: 
Generating Valuable 
Engagement
Content & Programming 
www.communityroundtable.com 
@rhappe @TheCR #fbsprint
Shared purpose is the most powerful 
engagement tool 
Shared Purpose 
Business 
Objectives 
Member 
Objectives 
@rhappe @T...
Content & Programming 
www.communityroundtable.com 
@rhappe @TheCR #fbsprint
Content examples: 
• Images and photos 
• Videos 
• Blog posts 
• Reports and whitepapers 
• FAQs 
Content attracts and br...
Programming fuels member generated 
content 
Programming examples: 
• Weekly newsletters 
• QOTD – Question of the day 
• ...
Content & Programming 
Content 
channel 
Op1mally 
engaged 
Land 
of 
1,000 
Ghost 
town 
Flowers 
Member 
contribu1ons 
O...
Community Management 
www.communityroundtable.com 
@rhappe @TheCR #fbsprint
The Engagement Algorithm 
@rhappe @TheCR #fbsprint
Conditions for Engagement 
Intrinsic Conditions 
Extrinsic Conditions 
• Social & communications 
skills 
• Time 
• Vicini...
Combine motivators, abilities and triggers for engagement 
recipes that work
Engagement Recipe 
Recipe Name: What’s Your Super Po wer ? 
Motivators: ! 
• Fun 
• Recognitio n 
• Competition 
Tools to ...
Share your 
super power 
#fbsprint 
Win
Thank you! 
Rachel 
Happe 
Principal 
& 
Co-­‐Founder 
The 
Community 
Roundtable 
rachel@communityroundtable.com 
617-­‐2...
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Rachel Happe - How To Drive Even More Engagement.

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Rachel Happe, the founder and key principal of the Community Roundtable, explains how to drive even more engagement in your online or enterprise community efforts.

Rachel Happe - How To Drive Even More Engagement.

  1. 1. How to: Drive Even More Engagement Rachel Happe @rhappe
  2. 2. What’s Your Super Power?
  3. 3. 3! Was that Engagement?
  4. 4. Ghost Town
  5. 5. Land of 1,000 Flowers
  6. 6. Drama Central
  7. 7. A Circling Storm
  8. 8. A Clique
  9. 9. Engagement advances… Trust
  10. 10. Engagement advances… Relationships
  11. 11. Engagement advances… Ideas
  12. 12. Engagement advances… Expertise
  13. 13. Engagement advances… Projects
  14. 14. Engagement advances… Solutions
  15. 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. 16. So Don’t Be the Fried Twinkie http://www.flickr.com/photos/nadja_robot/24151450/
  17. 17. Define the Engagement You Need
  18. 18. Goals Will Determine Relationship & Channel Requirements Awareness Encounter Awareness Resonance Recogni1on Understanding of compa1bility/fit Piqued interest Acknowledgement of rela1onship Development Contextual Trust Contextual Loyalty Contextual Advocacy Friendship Forgiveness Advocacy & Defense Universal Trust Universal Loyalty Partnership Social Media (Content-­‐Based) Engagement Community (Rela1onship-­‐Based) Engagement Direct Engagement @rhappe @TheCR #fbsprint
  19. 19. 19! The 90-9-1 Rule Is Obsolete 90% 52% 63% 12% 9% 17% 21% 1% 15% 11% 8% Best-­‐in-­‐Class Average 90-­‐9-­‐1 Rule 0% 20% 40% 60% 80% 100% Lurkers Contributors Creators Collaborators State of Community Management 2014© @rhappe @TheCR #fbsprint
  20. 20. 20! Community Structure: Creating Conditions for Success
  21. 21. Why Community Management Matters “Goals are for Losers” www.communityroundtable.com – Scott Adams @rhappe @TheCR #fbsprint
  22. 22. The Value of Community Management Building Processes for Repeatable Results While you may be able to generate results without a well constructed management approach, it is difficult to maintain performance without a consistent, documented approach G ap between vision and ability to execute Can measure value State of Community Management 2014© @rhappe @TheCR #fbsprint
  23. 23. Define: The Community Maturity Model www.communityroundtable.com @rhappe @TheCR #fbsprint
  24. 24. Assess the Strength of your System www.communityroundtable.com ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ @rhappe @TheCR #fbsprint
  25. 25. Define and Fill Gaps www.communityroundtable.com @rhappe @TheCR #fbsprint
  26. 26. Build a Roadmap and Budget www.communityroundtable.com @rhappe @TheCR #fbsprint
  27. 27. 27! Community Tactics: Generating Valuable Engagement
  28. 28. Content & Programming www.communityroundtable.com @rhappe @TheCR #fbsprint
  29. 29. Shared purpose is the most powerful engagement tool Shared Purpose Business Objectives Member Objectives @rhappe @TheCR #fbsprint
  30. 30. Content & Programming www.communityroundtable.com @rhappe @TheCR #fbsprint
  31. 31. Content examples: • Images and photos • Videos • Blog posts • Reports and whitepapers • FAQs Content attracts and brings back members
  32. 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. 33. Content & Programming Content channel Op1mally engaged Land of 1,000 Ghost town Flowers Member contribu1ons Organiza1onal contribu1ons @rhappe @TheCR #fbsprint
  34. 34. Community Management www.communityroundtable.com @rhappe @TheCR #fbsprint
  35. 35. The Engagement Algorithm @rhappe @TheCR #fbsprint
  36. 36. Conditions for Engagement Intrinsic Conditions Extrinsic Conditions • Social & communications skills • Time • Vicinity/Isolation • Curiosity • Social pressure • Work expectations • Invitation • Comfortable environment • Introductions • Event cadence and format • Competitive sources/events www.communityroundtable.com
  37. 37. Combine motivators, abilities and triggers for engagement recipes that work
  38. 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
  39. 39. Share your super power #fbsprint Win
  40. 40. Thank you! Rachel Happe Principal & Co-­‐Founder The Community Roundtable rachel@communityroundtable.com 617-­‐271-­‐4574 @rhappe @TheCR www.communityroundtable.com

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