Keen IO's Community Commitment Curve + Community Onion
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Two conceptual frameworks we use to think about our community and engagement amongst the humans within it. Credit to Douglas Atkin of AIr BnB for the "Commitment Curve." Credit to my colleagues Justin Johnson and Josh Dzello (Keen IO) for the "Community Onion"
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Keen IO's Community Commitment Curve + Community Onion
- 4. Keen IO’s Community Commitment Curve writes guest blog post highlighting Keen project
- 5. Keen IO’s Community Commitment Curve writes guest blog post highlighting Keen project
- 6. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM writes guest blog post highlighting Keen project •
- 7. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more writes guest blog post highlighting Keen project • •
- 8. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account writes guest blog post highlighting Keen project • • •
- 9. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ writes guest blog post highlighting Keen project • •• •
- 10. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team writes guest blog post highlighting Keen project • ••• •
- 11. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member writes guest blog post highlighting Keen project • • ••• •
- 12. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast writes guest blog post highlighting Keen project • • • ••• •
- 13. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project • • • • ••• •
- 14. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project • • • • • ••• • writes guest blog post highlighting Keen project
- 15. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it • • • • • • ••• • writes guest blog post highlighting Keen project
- 16. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours • • • • • • • ••• • writes guest blog post highlighting Keen project
- 17. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project
- 18. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project
- 19. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town makes 1st (not last) OSS contribution • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project
- 20. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project
- 21. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales • writes guest blog post highlighting Keen project
- 22. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • writes guest blog post highlighting Keen project
- 23. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • 🚀 writes guest blog post highlighting Keen project
- 24. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: 🚀 writes guest blog post highlighting Keen project
- 25. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials 🚀 writes guest blog post highlighting Keen project
- 26. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation 🚀 writes guest blog post highlighting Keen project
- 27. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation followership/audience 🚀 writes guest blog post highlighting Keen project
- 28. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) 🚀 writes guest blog post highlighting Keen project
- 29. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) 🚀 writes guest blog post highlighting Keen project
- 30. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support 🚀 writes guest blog post highlighting Keen project
- 31. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support time saved: content creation 🚀 writes guest blog post highlighting Keen project
- 32. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support time saved: content creation network-effect: ↑awareness 🚀 writes guest blog post highlighting Keen project
- 33. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support time saved: content creation network-effect: ↑awareness software development 🚀 writes guest blog post highlighting Keen project
- 34. Keen IO’s Community Commitment Curve discovers Keen IO, via WOM visits keen.io, learns more creates Keen IO account asks Q on Twitter, gets answer follows @Keen_IO, RT ❤ discovers keen.chat, joins Slack Team asks Q in Slack chat, gets A…from fellow community member hanging in Slack, answers Q’s for others, meets Keen folk, learns about webcast views webcast, builds project on Keen writes guest blog post highlighting Keen project receives Keen swag/care package, tweets about it gets coffee with Keen team member, roaming office hours voluntarily organizes Happy Data Hour in home town delivers talk on data analytics, features Keen case study makes 1st (not last) OSS contribution visits Keen HQ during visit to SF • • • • • • • • • • • • ••• recommends Keen to team at work, intro to Keen sales joins Keen IO team, works remotely…?• • Business Benefits: referrals/testimonials signups/activation followership/audience opportunity creation (serendipity) product use case (examples) $’s saved: customer support time saved: content creation network-effect: ↑awareness software development future talent (recruiting pipeline) 🚀 writes guest blog post highlighting Keen project
- 35. Value to Community Member: Why move up the curve?
- 36. Value to Community Member: Why move up the curve? Every step of the way, the person making her way up and along the curve should naturally derive value, of both intrinsic and extrinsic natures. That is why she consciously chooses to commit to more over time. In the absence of reciprocal benefit, the rocket ship at the top of the curve is merely an cute emoji.
- 37. Value to Community Member: Why move up the curve? Every step of the way, the person making her way up and along the curve should naturally derive value, of both intrinsic and extrinsic natures. That is why she consciously chooses to commit to more over time. In the absence of reciprocal benefit, the rocket ship at the top of the curve is merely an cute emoji.
- 38. Value to Community Member: Why move up the curve? Rather than creating value for people, it is Keen’s job to foster an environment in which community members can create value for each other. (☝credit for that last line goes to David Spinks, CMX) Every step of the way, the person making her way up and along the curve should naturally derive value, of both intrinsic and extrinsic natures. That is why she consciously chooses to commit to more over time. In the absence of reciprocal benefit, the rocket ship at the top of the curve is merely an cute emoji.
- 44. Keen IO Community Onion team - fam investor advisor mentor contributor community member customer
- 47. Keen IO Community Onion team - fam investor advisor mentor contributor community member customer acquaintance stranger/future friend fan - friend
- 48. Curvy Onion
- 57. Community Engagement Score How effective is a given community effort in moving a person
- 58. Community Engagement Score How effective is a given community effort in moving a person up & along the curve
- 59. Community Engagement Score How effective is a given community effort in moving a person up & along the curve +
- 60. Community Engagement Score How effective is a given community effort in moving a person up & along the curve + toward the center of the onion
- 61. Community Engagement Score Data Collection Programmatic Sources Keen IO Intercom Eventbrite Meetup.com Github Slack Hubspot Twitter Youtube/Vimeo Forum Activity Manual Sources Forms/Surveys Interviews - internal/external Testimonials Feels [Mix of inbound/outbound] Historical (what we’ve done) Future (what we’re doing)
- 62. Community Engagement Score TBDone Who should enter data? (e.g., most relevant, multiple peeps?) When should data be collected? (e.g., timing/frequency) UX/UI design Manual processes —> automate the things!