The document discusses the motivations and perspectives of different participants in community groups, emphasizing the importance of engagement at various stages such as attraction, education, performance, transformation, and retirement. It outlines individual, group, corporate, and product/service viewpoints to improve operational effectiveness, member contributions, and maintain community dynamics. Additionally, it highlights the significance of KPIs for assessing community health through both qualitative and quantitative measures.

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