Rachel Happe - How To Drive Even More Engagement.

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How to:
Drive Even More Engagement
Rachel Happe
@rhappe

What’s
Your Super
Power?

3!
Was that Engagement?

Ghost Town

Land of 1,000 Flowers

Drama Central

A Circling Storm

A Clique

Engagement advances…
Trust

Engagement advances…
Relationships

Engagement advances…
Ideas

Engagement advances…
Expertise

Engagement advances…
Projects

Engagement advances…
Solutions

But engagement is not a great goal.
Behavior change is what you really want.
Phase 1: Track behavior change, because tha...

So Don’t Be the Fried Twinkie
http://www.flickr.com/photos/nadja_robot/24151450/

Define the Engagement You Need

Goals Will Determine Relationship &
Channel Requirements
Awareness
Encounter
Awareness
Resonance
Recogni1on
Underst...

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The 90-9-1 Rule Is Obsolete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-...

20!
Community
Structure:
Creating Conditions
for Success

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

The Value of Community
Management
Building Processes for Repeatable Results
While you may be able to generate results w...

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

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

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

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

27!
Community Tactics:
Generating Valuable
Engagement

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

Shared purpose is the most powerful
engagement tool
Shared Purpose
Business
Objectives
Member
Objectives
@rhappe @T...

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

Content examples:
• Images and photos
• Videos
• Blog posts
• Reports and whitepapers
• FAQs
Content attracts and br...

Programming fuels member generated
content
Programming examples:
• Weekly newsletters
• QOTD – Question of the day
• ...

Content & Programming
Content
channel
Op1mally
engaged
Land
of
1,000
Ghost
town
Flowers
Member
contribu1ons
O...

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

The Engagement Algorithm
@rhappe @TheCR #fbsprint

Conditions for Engagement
Intrinsic Conditions
Extrinsic Conditions
• Social & communications
skills
• Time
• Vicini...

Combine motivators, abilities and triggers for engagement
recipes that work

Engagement Recipe
Recipe Name: What’s Your Super Po wer ?
Motivators: !
• Fun
• Recognitio n
• Competition
Tools to ...

Share your
super power
#fbsprint
Win

Thank you!
Rachel
Happe
Principal
&
Co-‐Founder
The
Community
Roundtable
rachel@communityroundtable.com
617-‐2...

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