Jive SBS Key Member Engagement Plan DIY


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This is a framework for creating engagement plans when launching and maintaining employee, customer, and brand communities. It focuses on the "backbone" community roles: advocates, community managers, and subject experts.

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  • Identify and collect individual names and emails for a particular stakeholder group Determine their motivation to participate/remove obstacles to participate Communicate with key awareness, understanding, and implementation messages Empower them through training and peer help Continue to engage them with follow-up messages and general interaction
  • Soft launch customer members: “ help design YOUR community”; special early adopter status XXX executives: the community will help meet your objectives in xx way…
  • The communication plan should be a comprehensive, ongoing strategy rather than focused purely on initial launch activities. Address all the following communication stages: Awareness Understanding Implementation Follow-up
  • “ What is [branded community]?” Short video/blog post from executive sponsor “ What will members do here?” Enact key member activities / user scenarios “ How will members get help?” Tour Using [branded community] area, encourage advocates to read the content and start participating “ What’s expected of me?” Briefly explain their role as a community manager, advocate, and/or SME “ When will I hear more?” Give date when they will get next communication and/or training, and where they can find all the tools they need to be a community manager / advocate / SME
  • Jive SBS Key Member Engagement Plan DIY

    1. 1. Engagement Plans
    2. 2. Table of Contents <ul><li>Member Engagement Framework </li></ul><ul><li>Community Manager, Advocate, SME Engagement </li></ul><ul><li>Other Member Engagement </li></ul>
    3. 3. Use this framework to create an engagement plan for specific member groups
    4. 4. 1. Identify who you should spend the most time and effort on, and collect the names and addresses of the “Manage Closely” group Source: PM Hut blog Manage Closely These are the people you must fully engage and make the greatest efforts to satisfy. Keep Satisfied Put enough work in with these people to keep them satisfied, but not so much that they become bored with your message. Keep Informed Keep these people informed, and talk to them to ensure that no major issues are arising. These people can often have influence in areas you are unaware of, as seen in viral adoption. Monitor Monitor these people, but do not burden them with excessive communication. Influence Interest
    5. 5. Identify : At a minimum, identify Advocates and Community Managers as “Manage Closely” groups, and optionally, SMEs. <ul><li>Community Managers: Talk with business owners who request a new community </li></ul><ul><li>Advocates: Social Network Analysis (SNA) , sign up early adopters, ask for referrals, search Facebook, Linked In and Twitter, let them self-identify </li></ul><ul><li>SMEs: search existing knowledge bases, ask a manager </li></ul>
    6. 6. 2. Incent: determine what’s in it for them, or what key issues might prevent them from participating <ul><li>Examples </li></ul><ul><li>Community Managers: “help design YOUR community”, “the community will help meet your objectives in xx way…” </li></ul><ul><li>Advocates: community “badges,” special community status, “help form YOUR community”, etc. </li></ul><ul><li>SMEs: special community status, manager recognition, fewer one-off emailed questions, etc. </li></ul>
    7. 7. Incent : If necessary, conduct a stakeholder analysis for these members in order to address any key issues Stakeholder Analysis – What are their issues? Stakeholder Key Issues Mitigation
    8. 8. 3. Empower with education and word-of-mouth assets <ul><li>If appropriate, create a private group so they can help each other, and so that you can continually engage them </li></ul><ul><li>Educate them </li></ul><ul><ul><li>Charter presentation: executives, WOM activities </li></ul></ul><ul><ul><li>Peer help community: help content, community guidelines, Q&A </li></ul></ul><ul><ul><li>Short videos: how to enact key member activities </li></ul></ul><ul><ul><li>Live and recorded webinars: how to be an advocate/community manager/SME </li></ul></ul><ul><ul><li>In-person training: administrators, executives </li></ul></ul><ul><li>Give them word-of-mouth assets </li></ul><ul><ul><li>Email signature image file </li></ul></ul><ul><ul><li>One- or two-slide presentations </li></ul></ul><ul><ul><li>Business cards, stickers </li></ul></ul>
    9. 9. Empower: WOM assets
    10. 10. 4. Engage members with key messages and activities that span the launch lifecycle, and beyond
    11. 11. Engage: Things to keep in mind <ul><li>Address any key issues that have been identified for specific member groups </li></ul><ul><li>Time and phrase your messages to complement existing communication programs and events </li></ul><ul><ul><li>In-flight marketing and PR campaigns </li></ul></ul><ul><ul><li>Upcoming events (summits, major department meetings, industry conferences, etc.) </li></ul></ul><ul><ul><li>Other website or application rollouts </li></ul></ul>
    12. 12. Engagement Plan for Key Members
    13. 13. 1. Identify: Who are your key members? Name Email address Role cmty mgr (CM) | advocate (A) | SME
    14. 14. 2. Incent: What will motivate them to participate? Role Incentives | Reasons to participate | Obstacles to overcome Comments Community Managers Advocates SMEs
    15. 15. 3. Empower: What education do they need? Education When How Where [Branded community] introduction Week ?? Web meeting (recorded) Online Jive SBS user training On demand Videos and Documentation Using This Community place (links to user videos in Jive Community and Jive SBS User Guide) Space administration training Week ?? On demand Instructor-led course Videos and Documentation Headquarters Admin videos in Jive Community (requires Jive Education purchase) Jive SBS Admin Guide How to manage a community | be an advocate | be an SME Week ?? Web meeting On demand (recorded web meeting) Online Community Manager Group / Advocates Group Ongoing collaboration On demand Discussions, Q&A, posting updates, handling problems, getting support from peers, brainstorming WOM activities Community Manager Group / Advocates Group Group meetings Bi-monthly, starting Week ?? Conference call Phone
    16. 16. The following provides more detail about each type of education activity
    17. 17. [Branded Community] Introduction <ul><li>“ What is [branded community] ?” Short video/blog post from executive sponsor </li></ul><ul><li>“ What will members do here?” Enact key member activities / user scenarios </li></ul><ul><li>“ How will members get help?” Tour Using [branded community] area, encourage them to read the content and start participating </li></ul><ul><li>“ What’s expected of me as a CM | A | SME?” Briefly explain their role as: </li></ul><ul><ul><li>CM: be the “go to” person for their space/group – oversee member activities and manage content </li></ul></ul><ul><ul><li>A: word-of-mouth (WOM) agents, and “concierges” who direct members to the appropriate area or person for help when needed </li></ul></ul><ul><ul><li>SME: answer questions in their area of expertise in a timely manner, and share their expertise proactively when possible </li></ul></ul><ul><li>“ When will I hear more?” Share date when they will get next communication </li></ul>
    18. 18. Jive SBS user training <ul><li>At a minimum , show advocates the Jive SBS user videos and Jive SBS User Guide – consider walking them through the videos at the first Advocate group meeting </li></ul><ul><li>If possible , schedule a web meeting or onsite instructor-led class with Jive Education </li></ul><ul><li>Most importantly , walk Advocates through key member activities / user scenarios education materials (videos, how-to documents, etc.) </li></ul><ul><li>Other key training topics: </li></ul><ul><ul><li>How to complete your profile </li></ul></ul><ul><ul><li>How to participate via email </li></ul></ul><ul><ul><li>How to manage email notifications </li></ul></ul><ul><ul><li>How to follow people and places you care about </li></ul></ul><ul><ul><li>How to configure Your View personalized page to display content from followed people/places </li></ul></ul>
    19. 19. “ How to be…” education content (examples) <ul><li>Community Manager </li></ul><ul><ul><ul><li>Be initial role models in the community: create content and interactions that enact key member activities </li></ul></ul></ul><ul><ul><ul><li>Answer members’ how-to questions, and direct them to self-help content </li></ul></ul></ul><ul><ul><ul><li>Ask SMEs to answer unanswered questions </li></ul></ul></ul><ul><ul><ul><li>Continually engage members by posting interesting/relevant polls, discussions, and blog posts </li></ul></ul></ul><ul><ul><ul><li>Keep an eye on activity levels – send a “what’s new” email or post a poll or discussion to re-engage </li></ul></ul></ul><ul><ul><ul><li>For content posted in the wrong area, ask the author if it’s ok for you to move it to a more appropriate area, or suggest that they move it </li></ul></ul></ul><ul><ul><ul><li>Work with the enterprise community manager to handle repeat “inappropriate use” offenders </li></ul></ul></ul><ul><li>Advocate </li></ul><ul><ul><ul><li>Be initial role models in the community: create content and interactions that enact key member activities </li></ul></ul></ul><ul><ul><li>Conduct lunch-n-learn sessions </li></ul></ul><ul><ul><li>Present one community “how to” for five minutes on department meeting conference calls </li></ul></ul><ul><ul><li>Get more WOM tips from http://gaspedal.com/blog/ </li></ul></ul><ul><li>SME </li></ul><ul><ul><li>Subscribe to email notifications for specific areas related to their topic </li></ul></ul><ul><ul><li>Commit to not answering one-off direct questions anymore </li></ul></ul><ul><ul><li>Route direct email/IMs/phone questions to “search the community” first, then ask the question there (“Concierge” version: Post the question and its answer in the community, then respond to requestor with a link to it) </li></ul></ul><ul><ul><li>Reply to questions posted in the community by replying to email notifications or logging into browser and responding </li></ul></ul>
    20. 20. Ongoing collaboration within Community Manager and Advocate groups (examples) Activity Description Communicating Write blog posts, announcements Post updates on Jive SBS platform changes that affect them, highlight model behavior exhibited by community managers/advocates, post platform-level scorecard that lists individual community stats, etc. Create help and governance content Post links to useful community management and WOM resources on the Web (including GasPedal blog, webcasts from established communities like the 2.0 Adoption Council, The Community Roundtable) , rules of membership, such as the requirement to subscribe to email notifications (this effectively creates an email list the ECM can use to quickly get word out, just by posting a discussion, blog post, or document) Interacting Post discussions Ask members to share experiences and encourage the formation of agreed-upon best practices ; ask for what they need in terms of advocate materials, support for advocate events, etc. Answer questions Guide members in the art of championing the use of and managing [branded community] Ask for input and feedback Create polls and discussions that request input into community policies and guidelines , feedback about potential platform changes; encourage discussions about how [branded community] is positively affecting their members’ way of working (success stories), etc. Empowering Host education events Conduct and record webcasts about Jive space and group administration, key user scenarios, lessons learned from traditional word-of-mouth marketing tactics and external community mgmt forums, etc. Delegate responsibility Assign specific members responsibility for organizing best practices content as it forms
    21. 21. Provide word-of-mouth (WOM) assets <ul><li>Email signature image file </li></ul><ul><li>One- or two-slide presentations </li></ul><ul><li>Email template for community “What’s New” messages </li></ul><ul><li>Community branding “badges” with links to your community </li></ul><ul><li>Buttons, stickers, business cards, etc. </li></ul><ul><li>Short video scripts (they can record their own) that depict a specific Jive SBS feature or member activity (e.g., “how to find experienced people”) </li></ul><ul><li>Jive SBS images and other identity assets </li></ul><ul><li>High-level “What is [branded community]?” video or presentation </li></ul><ul><li>How-to documents and short videos (located in the Using [branded community] area) </li></ul>
    22. 22. Group Meetings <ul><li>Set up a recurring conference call with community managers/ advocates </li></ul><ul><li>Make the agenda as formal or informal as necessary </li></ul><ul><li>Form the agenda based on the activity in the group </li></ul><ul><li>Consider inviting guest speakers to talk about community management/WOM practices, how effective the managers/advocates are being, share a success story, etc. </li></ul>
    23. 23. 4. Engage <ul><li>Create key messages that help the group become aware of and understand the initiative, and about implementation and follow-up </li></ul><ul><li>Create a Jive Group dedicated to this member group, and populate it with the key messages as a FAQ, all enablement materials, the education schedule, and group conference call schedule (if possible) </li></ul><ul><li>Create engagement timeline that lists when: </li></ul><ul><ul><li>Each key message will be sent and by whom </li></ul></ul><ul><ul><li>Each education session will occur and who is responsible for delivering them </li></ul></ul><ul><ul><li>Identified members will be invited to the Jive Group </li></ul></ul><ul><ul><li>Each group conference call will take place (if possible) </li></ul></ul><ul><li>Implement timeline </li></ul>
    24. 24. Engage: Create Key Messages Question Answer Awareness What is [branded community] ? High-level overview Why do we need it? Describe how it will positively impact key objectives How will I be involved? Briefly describe role and Jive Group participation When will I hear more? Share date of next communication Understanding Why are we doing this? Identify and explain change drivers Where are we starting from? Assess strengths and weaknesses Where are we going, how fast will we go? Vision and timing How will it make things better? “ what’s in it for me” (use identified incentives) Implementation How will I acquire new skills? Explain that they will be invited to the Jive Group, where they will see the education and group meeting schedules, as well as enablement materials for their role Follow – Up Why are we doing this? Review objectives What have we accomplished? Show proof of organizational/business process/etc. change How is your work life better Show proof of individual change or improvement What’s next? Share what’s in the roadmap re: platform updates, community events, etc.
    25. 25. Engage: Create Engagement Timeline Activity Date Method Responsible Send awareness messages Week 1 Direct email Dept conference call Send understanding messages Week 1 Direct email Send implementation messages Week 2 Direct email Invite members to Jive group Week 2 Email from the Group [Branded community] introduction Week 3 Web meeting (recorded) Jive SBS user training Week 3 Videos and documentation Space administration training Week 4 Web meeting (recorded) How to manage a community | be an advocate | be an SME Week 4 Web meeting (recorded) First group conference call Week 6 Phone
    26. 26. Discussion: Who Else? <ul><li>Who else should be “managed closely?” </li></ul><ul><li>Will community managers’ managers need special attention? </li></ul><ul><li>Which executives need special attention? </li></ul><ul><li>How about customers ? Agents ? Partners ? Customer councils? Existing steering committees? </li></ul><ul><li>Who’s responsible for creating engagement plans for these groups? </li></ul>