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.

1. Engagement Plans

3. Use this framework to create an engagement plan for specific member groups

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

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

9. Empower: WOM assets

10. 4. Engage members with key messages and activities that span the launch lifecycle, and beyond

12. Engagement Plan for Key Members

13. 1. Identify: Who are your key members? Name Email address Role cmty mgr (CM) | advocate (A) | SME

14. 2. Incent: What will motivate them to participate? Role Incentives | Reasons to participate | Obstacles to overcome Comments Community Managers Advocates SMEs

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. The following provides more detail about each type of education activity

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

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. 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