Discussion document showing the life cycle of a community linking the points of interests for: Individuals, Groups, Company, Line of Business

1. Starting a community:
The 4 points of view for participants in the communities
Individual Corporate
• Personal Interest • Grow the business
• Professional Interest • Improve connection within specialist across
• Influencers and leaders the organization
• Who is contributing content? • Improve operational effectiveness
• Why are they contributing? • Improve profitability
• Group memberships, How connected is a • Mission
person? • Social Responsibility
• Brand and Image
• Research and development
Community or Group Lines of Business / Products and Services
• Enabled to meet unique needs • Align message to community style and voice
• Improve transparency • Understand and address concerns
• Gather • Promote actions that inspire advocacy
• Style and Voice Analysis • Increase revenue and market share
• Advocacy, concerns, priorities • Be Friendly
• Ideas, opinions • Measure character and effectiveness
• Size of membership • Measure number of members and
• Member’s contributions contributions
Contributor: Ken Martin < Ken@KenMartinD.com
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2. Applying the 4 points of view to the lifecycle of a community or group.
What is the motivation to participate at each stage in the community?
Form Attract Educate Perform
Individual • How am I connected to this • Are my contributions • Am I learning? • Reputation
group? recognized? • Am I having fun? • I am learning
• What are our common • Is there a “chatter • Am I growing? • I am recognized
interests? box” in the group? • I am growing
• Who else is in the community?
Group • What is our common interest? • What is the purpose? • Who is contributing? • Recognition from
• Who is the leader? • Is the group strong? • What are we learning? other related groups.
• What are the dynamics of the • How are our members
group? connected?
• How do we organize?
• What governance is in place? • What is our exposure? • What can we learn • Size of group
Corporate • Digital Brand Identify • Are we losing control? from the contributions? • Number of
Management contributions
• Codes of conduct • Quality of contributions
• Principals relative to purpose
• How can we share across
LOBs?
LOB • What need are we filling? • What problems are • What are we learning? • The group is growing
Products • What is the age group? occurring? • Are we exposing new • Attracting members to
Services • Mission statement • What trends are we products or services. LOB products
• Who are the leaders? learning? • Who is contributing • Ideation for new
• Who are the moderators? within our product
organization? • Is the group adapting?
• Is the group lagging?
2 Contributor: Ken Martin < Ken@KenMartinD.com

3. Appling the 4 points of view to the lifecycle of a community or group.
What is the motivation to participate at each stage in the community?
Transform Retire
Individual • How have our interests changed? • I am no longer interested
• Is there sufficient synergy to continue as a contributor? • I am no longer contributing
Group • What is our new interest? • We have accomplished our mission
• Who is the next leader? • We will not adopt a new mission
• How will the dynamics of the group change? • The group has disbanded
• How do we organize?
Corporate • What governance is in place? • The community has completed its
• Digital Brand Identify Management mission.
• Codes of conduct • What is the timeline for retirements?
• Principals • How can we leverage the experience to
• How can we share across LOBs? improve our services?
LOB • Is there a case for change? • What is our retirement strategy?
Products Services • What is the transformation strategy? • How can we migrate members to other
• What new needs are we filling? communities?
• What is the age group? • What have we learned from the
• Mission statement? community to improve our strategies in
• Who are the leaders? the future?
• Who are the moderators?
3 Contributor: Ken Martin < Ken@KenMartinD.com

4. KPIs for Online Communities
Measuring the right KPIs and not measuring too much!
Qualitative Quantitative
Individual • Type of associations with other group members • How many contributions
• Associations with other communities • Rating amount the group contributes
• The quality of posts I receive from the group • Points earned as a contributor
• The quality of feedback I received from the group
Group • Quality of the group discussion information • Number of connections per member
• The degree of connectedness between members • Coverage across geographies
• Message and feedback rates within the group • Location of conversations within the group
• Volumes of conversations
• Posting times, rates, and responses
Corporate • Quality of ideas • Number of ideas generated
• Sentiment conversation about brand and image • Number of posts
• Quality of internal SME responses • Number of members
• Number of cross referenced communities
• Number of internal SMEs active in the community
LOB • Quality of conversation about products and services • Links to other value added services
Products Services • Sentiment concerning products and services • Conversion of community members to memberships
• Ideas generated for new products and services
Standard measurements
• Number of unique visitors • Member loyalty
• New member registrations • Member satisfaction
• Page views • Most active members
• Pages per visit • Message posts
• Retention/Attrition
4 Contributor: Ken Martin < Ken@KenMartinD.com