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.

1. How to:
Drive Even More Engagement
Rachel Happe
@rhappe

2. What’s
Your Super
Power?

3. 3!
Was that Engagement?

4. Ghost Town

5. Land of 1,000 Flowers

6. Drama Central

7. A Circling Storm

8. A Clique

9. Engagement advances…
Trust

10. Engagement advances…
Relationships

11. Engagement advances…
Ideas

12. Engagement advances…
Expertise

13. Engagement advances…
Projects

14. Engagement advances…
Solutions

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/

17. Define the Engagement You Need

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!
The 90-9-1 Rule Is Obsolete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!
Community
Structure:
Creating Conditions
for Success

21. Why Community Management
Matters
“Goals are for Losers”
www.communityroundtable.com
– Scott Adams
@rhappe @TheCR #fbsprint

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. Define: The Community Maturity
Model
www.communityroundtable.com
@rhappe @TheCR #fbsprint

24. Assess the Strength of your
System
www.communityroundtable.com
✔
✔
✔
✔
✔
✔
✔
✔
@rhappe @TheCR #fbsprint

25. Define and Fill Gaps
www.communityroundtable.com
@rhappe @TheCR #fbsprint

26. Build a Roadmap and Budget
www.communityroundtable.com
@rhappe @TheCR #fbsprint

27. 27!
Community Tactics:
Generating Valuable
Engagement

28. Content & Programming
www.communityroundtable.com
@rhappe @TheCR #fbsprint

29. Shared purpose is the most powerful
engagement tool
Shared Purpose
Business
Objectives
Member
Objectives
@rhappe @TheCR #fbsprint

30. Content & Programming
www.communityroundtable.com
@rhappe @TheCR #fbsprint

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

34. Community Management
www.communityroundtable.com
@rhappe @TheCR #fbsprint

35. The Engagement Algorithm
@rhappe @TheCR #fbsprint

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. Combine motivators, abilities and triggers for engagement
recipes that work

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. Share your
super power
#fbsprint
Win

40. Thank you!
Rachel
Happe
Principal
&
Co-­‐Founder
The
Community
Roundtable
rachel@communityroundtable.com
617-­‐271-­‐4574
@rhappe
@TheCR
www.communityroundtable.com