Tips in 20 - How To Build an Online Community Strategic Framework


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Listen in for a quick "Tips in 20" webinar to learn how to build a strategic framework that will allow your online community to evolve and achieve ongoing success.

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Tips in 20 - How To Build an Online Community Strategic Framework

  1. 1. Community Strategy FrameworkBUSINESS GOALS ENGAGEMENT MODEL & PLAN 1. Content Plan 2. Event Plan 3. Community Promotion Plan METRICS/ROI COMPETITIVE LANDSCAPE 4. Community Moderation PlanMEMBER NEEDS
  2. 2. 1) Business Goalboil it down to one sentence Enable Customers to Collaborate, Share Knowledge, Increase Revenue Differentiate Yourself From Other Service Providers Increase Sales (retain members, increase member loyalty) Increase Brand Awareness Eliminate Geographic Barriers to Networking Decrease Cost of Customer Service Co-creation of New Products Establish Yourself as a Thought Leader Better Search Results Provide Additional Information Educate Customers
  3. 3. 1) Business GoalThe business goal of PD 360 was to raise student achievement. They accomplished alift of 11.3% improvement in student achievement through an online learningcommunity for teachers with on demand professional development . 4
  4. 4. 1) Business GoalKnow who you are. What type of online community would you be? 5
  5. 5. Community Strategy FrameworkBUSINESS GOALS COMPETITIVE LANDSCAPE
  6. 6. 2) Competitive LandscapeWhere is your audience (clients/employees) currently having conversations? Online Communities
  7. 7. 2) Competitive LandscapeConversations are already happening... don’t compete, integrate and compliment 8
  8. 8. 2) Learn 9
  10. 10. 3) Member Needs AnalysisUnderstand your audience. Don’t ask me, ask them. Share Knowledge: Explore ideas and participate in one-on-one private Need for discussions threads. Access actionable confidentiality experienced-based solutions from like minds. Connect With Peers: Network with one another to find exactly the individual you need who shares your passion. Combat isolation, share emotions, and experience a sense of camaraderie. Access Tools: find resources that allow you to do your job better, shorten decision times, and decrease risk. Mirror Current Hot Issues & Needs: Burning need to Share information 11
  11. 11. 3) Member Needs AnalysisInterview or survey employees to profile your audience What member types or personas exist? Can you predict their needs? How do their needs vary? What are they looking for? How do they like to interact now? How willing are they to share openly? Do they want exposure? Do they want to influence others? Do they want to shape the department? Are they time crunched? 12
  12. 12. 3) Member Needs Analysis
  13. 13. 3) Member Needs Analysis Professiona Professiona Member Needs Analysis Consultant Business Vendor Other Exec IT l l DEMOGRAPHIC Career Level Role Areas of Interest Geographic Location College Gender Groups/Associations/Honors/Awards NEEDS and SKILLS Knowledge transfer Leverage the experience of others Collaborate on information and ideas Implement BPM faster and learn from peers Other WILLINGNESS TO CONTRIBUTE Comment or Rate (blog, wiki, chat, content) Contribute content (blog, group docs, wiki, chat) Speak (teleconference, webcast) Lead or Chair (group, blog, wiki) Collaborate (group, wiki) ENGAGEMENT PREFERENCE Chat Post or Comment or Rate Collaborate via wiki Read content Attend or lead teleconferences Join or lead group Private meetings with other members Face to face events CONCERNS Trust or risk of online permanent record Lack of time
  14. 14. 3) Member Needs Analysis 15
  15. 15. Community Strategy FrameworkBUSINESS GOALS ENGAGEMENT MODEL & PLAN 1. Content Plan 2. Event Plan 3. Community Promotion Plan COMPETITIVE LANDSCAPE 4. Community Moderation PlanEMPLOYEE NEEDS
  16. 16. 4) Engagement Model Content Plan What will you publish? Where will you publish? How often will you publish? How to integrate with traditional channels? 17
  17. 17. 4) Engagement ModelCustomize your engagement model based on member needs Announce new members to the community & within groups Highlight relevant articles to member types Invite members to participate in relevant events 18
  18. 18. 4) Engagement Model Active and relevant moderation engages members• Plan touch point cycles 30% of• Plan your trigger points moderation is• Plan for private and semi-private communication active involvement 70% of moderation is behind the scenes 19
  19. 19. 4) Engagement ModelCreate multiple ways for members to participate • Chair an affinity group or task force • Employee-led webinars and teleconferences • Small group calls, intimate setting, like-minded peers • Collaborative projects and tools • Dedicated column in publications • Member spotlights • Awards • Leadership Development: video series on leaders 20
  20. 20. 4) Engagement ModelStrive to balance the elements of the communityContent  Mix up the formats (text, media, audio…)  Seed with company generated content  Reward member-generated contentEvents  Offer online webinars  Encourage members to host  Integrate in-person events such as conferencesMember-to-Member Interactions  Online: includes discussion forums, blogs, wikis, email, chat  Offline/Face-to-Face: includes phone calls, in-person meetingsOutreach or Promotion  Actively moderate and drive new memberships  Pushing and pull qualitative and quantitative information  Newsletters, digests, polls and surveys 2007 Patricia Seybold Group Inc. 21
  21. 21. 4) Engagement Model 22
  22. 22. Community Strategy FrameworkBUSINESS GOALS ENGAGEMENT MODEL & PLAN 1. Content Plan 2. Event Plan 3. Community Promotion Plan METRICS/ROI COMPETITIVE LANDSCAPE 4. Community Moderation PlanEMPLOYEE NEEDS
  23. 23. 5) Measure
  24. 24. 5) Metrics Targeted members Total members New member acquisition per month Average member logins per month Average Page Views Average Time Spent Most active discussion thread Most active group Average Post/Thread
  25. 25. 5) MetricsBuild an ROI set based upon your dimensions of value 1. Activity 2. Engagement 3. Influencers 26
  26. 26. 5) MetricsInclude a mix of qualitative and quantitative 27
  27. 27. 5) Wash, rinse, repeat 28
  28. 28. Community Strategy FrameworkBUSINESS GOALS ENGAGEMENT MODEL & PLAN 1. Content Plan 2. Event Plan 3. Community Promotion Plan METRICS/ROI COMPETITIVE LANDSCAPE 4. Community Moderation PlanMEMBER NEEDS
  29. 29. Strategic Framework QuestionnaireBusiness Goals: Try to boil it down to one sentence that gets to the core. o Increase Brand Awareness , Personalize Your Brand o Collaborate with Customers , Gain Insight , Co-create Products o Decrease Cost of Customer Service o Optimize Site, Better Search Results, More Traffic o Establish Yourself as a Thought Leader, Educate Customers o Increase Sales What type of community will you be (Shop Talk, Info Dissemination, Professional Collaboration)? What are your expected outcomes? Who are the main stakeholders?
  30. 30. Strategic Framework QuestionnaireCompetitive Landscape: Where are your members currently having discussions online? How active are your members in social networking? How does an online community weave into your overall communications strategy?
  31. 31. Strategic Framework QuestionnaireMember Needs Analysis: What member types exist? What are they looking for (might vary by member type)? Where do they go? How do they like to interact? How much time do they have? How willing are they to share openly? Do they want exposure? Do they want to shape the industry or influence the next generation?
  32. 32. Strategic Framework QuestionnaireEngagement Model and Roadmap: Engagement Model: it is important to plan and balance engagement elements such as: o Event Plan: online and in person o Content Plan: text to media, both internal and member generated o Member to Member Interaction Plan: online discussions, blogs, wikis, chats, emails OR offline phone calls and meetings o Outreach or Promotion Plan: push and pull qualitative/quantitative newsletter, polls, surveys etc. What engagement elements do you currently leverage? What new forms of engagement would you like to employ, is there a gap, which will be prioritized? Who are your "creators" of content or discussions? Do you need to recruit more creators or hosts? How will you integrate with other marketing channels (traditional marketing / social channels)?
  33. 33. Strategic Framework QuestionnaireMetrics / ROI: What quantitative metrics do you currently monitor? What qualitative metrics do you currently monitor? How does each metric tie to your business goals and your dimensions of value?