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Deeper Insights Through Intelligent
Community Engagement
Liam Hughes Dan Fleetwood
President, QuestionPro CommunitiesFounder, Biggerplate.com
#CommunityInsights
Benefits of an Engaged Community
Get your research done quicker
Save money/budget
Uncover unparalleled insight
Increased c...
What’s on the agenda today?
❏ Getting members to join
❏ Increasing levels of engagement and participation
❏ Sustaining mem...
On the agenda: Biggerplate Perspectives
● Working with limited resources (people, time, money)
● Value of community: Sense...
Getting Members to Join
Ways to get members
❏ Customer list
❏ Social media
❏ Website recruitment
❏ Word of mouth
❏ Third party recruitment
❏ Adwor...
New Members Need to Feel Welcome
❏ Have a personal welcome message
❏ Embrace a new members/FAQ section on the member porta...
Biggerplate: What we got wrong
● Clear proposition
● Ignored search
● Taking people by the hand
● Lack of something ‘salea...
Biggerplate: What we got right(ish)
❏ Community tone/personality
❏ Customer list and email marketing
❏ Social media choice...
Biggerplate: Lessons Learned
● Clear proposition
○ Why you exist
○ Why they should join
○ Benefits over features
● Welcome...
Biggerplate: Lessons Learned
● Search
○ Think/write in keywords
○ FAQ has search value
○ Link building = community buildin...
Biggerplate: Lessons Learned
● Customer list/email marketing
○ Quality over quantity (data cleansing)
○ A/B Message testin...
Increasing Engagement
Engagement Meter
❏ Engagement meter/module
❏ Gamification and levels to excite members
❏ ‘Rookie’ to ‘All Star’ level
❏ Ne...
Clear Communication and Messaging
❏ CLEAR MESSAGING
❏ In ALL communication with members, communication needs to be
clear, ...
5 Points to Boost Engagement
❏ Have a clear and well thought out point system
❏ Make sure rewards match the makeup of the ...
Biggerplate: What we got wrong
● Trying to get engagement from everyone
● Over designing/planning/complicating
● Slow to e...
Biggerplate: What we got right(ish)
● Defining OUR engagement action(s)
● Brand tone and authenticity
● Community of peers...
Biggerplate: Lessons Learned
● Define your engagement actions
● Accept the realities
○ Rule #1 - You’re not as interesting...
Sustaining Member
Participation
Member Stages - ‘Promoters’ are Key
Need to convert members into ‘Promoters’
New Members Participants Active Members Promo...
Keys for Continued Engagement
❏ Members are drawn to incentives - both intrinsic and extrinsic
❏ Refer a friend program
❏ ...
Biggerplate: Lessons Learned
● Content drives community (yours and theirs)
● Hero the customer
● Get to know your promoter...
Tips for Meaningful
Engagement
Your members are people too, right?
❏ Remember that members are the lifeblood of your community.
❏ See what motivates them...
You’re in the Driver’s Seat
❏ Ask good questions
❏ Give them plenty of opportunities
❏ A sense of fulfillment goes a long ...
Biggerplate: What we got wrong
● Cost of “yes” and the need to please
● Designing/building for very small segments
● Under...
Biggerplate: What we got right(ish)
● Membership ethos
● Connecting up others
● A crusade/cause mindset
● Consistency in t...
Biggerplate: Lessons Learned
● Go to the jungle
● It’s not all about you
○ Connect others, and get out of the way
○ Not al...
Measuring Engagement
Many Ways to Measure, What’s Effective?
❏ Response rates on surveys
❏ Engagement rating
❏ Number of responses to a post
❏ ...
Biggerplate: What we got wrong
● Vanity metrics
● Lost in our own measurement
● Linking ‘likes’ to business value
● Not re...
Biggerplate: What we got right(ish)
● A meaningful Profit/ metric linked to purpose
● Annual Industry Survey
● Qualitative...
Biggerplate: Lessons Learned
● Beware of vanity metrics
● Find the metrics that matter
● Own your niche, and provide the b...
Deeper Insights Achieved
We Want Insights, Yes We Do!
❏ Communities with high engagement, experience shorter field times
and more cost effective re...
Biggerplate: Lessons Learned
● Sense and respond
○ Community = radar
○ Community can validate/invalidate ideas/initiatives...
questionpro.com/communities
@questionpro
communities@questionpro.com
Dan Fleetwood
dan.fleetwood@questionpro.com
Liam Hugh...
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Webinar - Deeper Insights Through Intelligent Community Engagement

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There’s a gap between online communities that thrive and those that struggle. This gap is the level of engagement, which is the lifeblood of successful online communities. Without member engagement, a community culture won’t develop, interactions don’t happen and companies lose the potential of getting valuable feedback and insights. This feedback and insights is essential for improving products and services. The secret to getting people more engaged in an online community lies in engendering members with increasing levels of competence, autonomy, and relatedness.

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Webinar - Deeper Insights Through Intelligent Community Engagement

  1. 1. Deeper Insights Through Intelligent Community Engagement
  2. 2. Liam Hughes Dan Fleetwood President, QuestionPro CommunitiesFounder, Biggerplate.com
  3. 3. #CommunityInsights
  4. 4. Benefits of an Engaged Community Get your research done quicker Save money/budget Uncover unparalleled insight Increased confidence research results Brand promotion Greater participation
  5. 5. What’s on the agenda today? ❏ Getting members to join ❏ Increasing levels of engagement and participation ❏ Sustaining member participation over time ❏ Tips for not only engagement but meaningful engagement ❏ Measuring engagement effectively ❏ Deepers insights achieved through engagement
  6. 6. On the agenda: Biggerplate Perspectives ● Working with limited resources (people, time, money) ● Value of community: Sense & Respond ● What we got wrong/right ● Lessons learned ● Recommendations
  7. 7. Getting Members to Join
  8. 8. Ways to get members ❏ Customer list ❏ Social media ❏ Website recruitment ❏ Word of mouth ❏ Third party recruitment ❏ Adwords/marketing/SEO
  9. 9. New Members Need to Feel Welcome ❏ Have a personal welcome message ❏ Embrace a new members/FAQ section on the member portal ❏ Clearly explain the purpose of the community ❏ Have clear expectations (very important) ❏ Get them involved in an activate from the start
  10. 10. Biggerplate: What we got wrong ● Clear proposition ● Ignored search ● Taking people by the hand ● Lack of something ‘saleable’ ● Underestimating time for social media
  11. 11. Biggerplate: What we got right(ish) ❏ Community tone/personality ❏ Customer list and email marketing ❏ Social media choices (platforms with purpose)
  12. 12. Biggerplate: Lessons Learned ● Clear proposition ○ Why you exist ○ Why they should join ○ Benefits over features ● Welcome process ○ “Plan for gran” ○ Assume nothing is clear ○ Articulate next step (engagement action)
  13. 13. Biggerplate: Lessons Learned ● Search ○ Think/write in keywords ○ FAQ has search value ○ Link building = community building ● Social media ○ Start small ○ Choose wisely ○ Plan for silence
  14. 14. Biggerplate: Lessons Learned ● Customer list/email marketing ○ Quality over quantity (data cleansing) ○ A/B Message testing ○ Segmentation & targeting
  15. 15. Increasing Engagement
  16. 16. Engagement Meter ❏ Engagement meter/module ❏ Gamification and levels to excite members ❏ ‘Rookie’ to ‘All Star’ level ❏ Need to complete activities each week to stay on track ❏ Email triggers and prompts
  17. 17. Clear Communication and Messaging ❏ CLEAR MESSAGING ❏ In ALL communication with members, communication needs to be clear, concise, and consistent. Remember the three C’s! ❏ Emails, announcements, invites, all should help foster and promote the overall message and sense of engagement in your community.
  18. 18. 5 Points to Boost Engagement ❏ Have a clear and well thought out point system ❏ Make sure rewards match the makeup of the community ❏ Have regular surveys and activities at scheduled times ❏ Get members to invite friends to the community ❏ Create a sense of pride and exclusivity
  19. 19. Biggerplate: What we got wrong ● Trying to get engagement from everyone ● Over designing/planning/complicating ● Slow to explore technical solutions (that scale)
  20. 20. Biggerplate: What we got right(ish) ● Defining OUR engagement action(s) ● Brand tone and authenticity ● Community of peers/practitioners
  21. 21. Biggerplate: Lessons Learned ● Define your engagement actions ● Accept the realities ○ Rule #1 - You’re not as interesting as you think ○ Users Give vs Take ○ User life cycles ● Engage the engaged ● Test and learn quick/cheap
  22. 22. Sustaining Member Participation
  23. 23. Member Stages - ‘Promoters’ are Key Need to convert members into ‘Promoters’ New Members Participants Active Members Promoters>> >> >>
  24. 24. Keys for Continued Engagement ❏ Members are drawn to incentives - both intrinsic and extrinsic ❏ Refer a friend program ❏ Don’t be afraid to block troublemakers ❏ Gamification
  25. 25. Biggerplate: Lessons Learned ● Content drives community (yours and theirs) ● Hero the customer ● Get to know your promoters/advocates ● Public praise and recognition ● Showcase their expertise, not yours
  26. 26. Tips for Meaningful Engagement
  27. 27. Your members are people too, right? ❏ Remember that members are the lifeblood of your community. ❏ See what motivates them, if things are becoming stagnate, change things up. ❏ Follow up and respond to their questions
  28. 28. You’re in the Driver’s Seat ❏ Ask good questions ❏ Give them plenty of opportunities ❏ A sense of fulfillment goes a long way ❏ Emphasize the value and importance of the community
  29. 29. Biggerplate: What we got wrong ● Cost of “yes” and the need to please ● Designing/building for very small segments ● Understanding advocates, evangelists, ambassadors, etc...
  30. 30. Biggerplate: What we got right(ish) ● Membership ethos ● Connecting up others ● A crusade/cause mindset ● Consistency in tone/personality ● Offline activities ○ Biggerplate Unplugged (practitioner conference) ○ Brunch Club (customer forums)
  31. 31. Biggerplate: Lessons Learned ● Go to the jungle ● It’s not all about you ○ Connect others, and get out of the way ○ Not all engagement is on your turf ● What’s the cause/crusade you share? ● Balance: Customer is not always right/telling truth!
  32. 32. Measuring Engagement
  33. 33. Many Ways to Measure, What’s Effective? ❏ Response rates on surveys ❏ Engagement rating ❏ Number of responses to a post ❏ Amount of new members joining ❏ Quality of responses and member input
  34. 34. Biggerplate: What we got wrong ● Vanity metrics ● Lost in our own measurement ● Linking ‘likes’ to business value ● Not reviewing and adapting (Measurement engagement is where we’re trying to improve the most)
  35. 35. Biggerplate: What we got right(ish) ● A meaningful Profit/ metric linked to purpose ● Annual Industry Survey ● Qualitative “measurement” - open ended questions
  36. 36. Biggerplate: Lessons Learned ● Beware of vanity metrics ● Find the metrics that matter ● Own your niche, and provide the benchmarks ● Routines and rhythms for review ● Link to something commercial: e.g. Buy our elearning with code QUESTIONPRO and save 50% (see… we’re learning)
  37. 37. Deeper Insights Achieved
  38. 38. We Want Insights, Yes We Do! ❏ Communities with high engagement, experience shorter field times and more cost effective research - 10x faster, and 4x cheaper. ❏ More engaged community get a higher number of responses to both surveys and other modules like Topics/Posts and Ideation. This leads to more ideas and more insights harvested. ❏ Results from a higher number members each time, means your results are distributed and diverse. Reduces bias.
  39. 39. Biggerplate: Lessons Learned ● Sense and respond ○ Community = radar ○ Community can validate/invalidate ideas/initiatives ○ You must be in the right places to listen, with the means to respond ● Community insights have value ○ For your team/business ○ For others who need it (BB ● Find the cause/crusade within your community ○ Be the leader and connector
  40. 40. questionpro.com/communities @questionpro communities@questionpro.com Dan Fleetwood dan.fleetwood@questionpro.com Liam Hughes liam@biggerplate.com

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