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How to Growth Hack Your
Online Community
Higher Logic Super Forum
Vanessa DiMauro
October 21, 2015
®
Hi!
I am Vanessa DiMauro
CEO Leader Networks
@vdimauro
2
I spent my career founding, running, advising and funding onlin...
®
And Helped Many Organizations Around The World
4
Online community builders…
our day has come!
cc: bark - https://www.flickr.com/photos/49503168860@N01
Knowledge workers have a burnout rate that is 40X
higher than mos...
®
#CMGR Burnout Curve
Requirements
New Features
Marketing
New Content
Tech Support
Start Discussions
Answer Questions
Onbo...
®
WHERE ARE WE HEADING in this talk?
Methods to increase scale & efficiency –get more out of your time
Ways to help member...
®
Defining Growth Hack
a) Grow the size & scale
b) Increase vibrancy
cc: Nicholas_T - https://www.flickr.com/photos/149221...
®
Success
• BIGGER: Reach more members with association’s products and services
• CHEAPER: Lower costs of delivery
• DEEPE...
®
Methods To Growth Hack: Size + Scale
10
®
Growth Matters
• The doubling factor: predictive 6 month curve.
Remember to focus on growth every month.
• Match your ma...
®
Share the community benefits from
prospective members’ points of view
• Camtasia/YouTube tours
• Public success stories ...
Marketing and Community need to row the boat TOGETHER!
–Prepare content and campaigns to help appeal to new association
me...
cc: antonychammond - https://www.flickr.com/photos/8525214@N06
Welcome / onboarding kits
Programmatic outreach
Support doc...
®
National Society of Black Engineers
The mission of the NSBE is "to increase the number
of culturally responsible Black E...
®
Example of Scale & Efficiency
1. Established a task force that planned strategy and designed operations. Wrote outreach ...
®
If you want to go fast,
go alone.
If you want to go far,
go with others.
(Swahili saying)
Launch community or new featur...
®
Community is a TEAM Sport! Staff Right and Engage
Your Volunteers
Dedicated Community Manager
Outreachers
Technical
keep...
5 Member Engagement Hacks
1.The Importance of OUTREACH
cc: JoelMontes - https://www.flickr.com/photos/99887995@N00
They will not come, just ‘cuz you...
®
Add Title Here
Add content here
2. Help New Members
Connect with Each
Other & Key Content
Member-Greeters
Showcase new m...
®
3. The Power of a “Focused Group”
 1 topic
 4 weeks – 1 week per theme
 Active and visible participants
 Defined out...
®
The American Association of Nurse Assessment Coordination
(AANAC)
The AANAC is dedicated to supporting long-term care pr...
®
AANAC
24
®
Add Title Here
Add content here
4. Showcase members
Feature them and their accomplishments. They will
share the good new...
®
Customer Experience Professionals Association
26
The Customer Experience Professionals
Association is the premier global...
®
How CXPA Spotlights Its Members
Member-member connection is the main benefit to joining
Recognition and Awards
• Huge vo...
®
Add Title Here
Add content here
5. Make community an important and symbiotic part of your
association culture!cc: Tobyot...
®
New Jersey Society of Certified Public Accountants
Founded in 1898, the New Jersey Society
of Certified Public Accountan...
®
NJCPA
HOW THEY MADE COMMUNITY PART OF THE
NJCPA CULTURE
 Started with a strong in-person foundation of sharing which
ca...
®
Key Themes To Remember
Connect and empower your community members
Make them everyday heroes
They will contribute if they...
T
R
U
S
T
cc: mikebaird - https://www.flickr.com/photos/72825507@N00
®
Grow Trust By Building Social Capital
About Social Capital
The central premise of social capital is
that social networks...
®
The Community Engagement Model: “norms of reciprocity”
Engagement
solves problem
Member indebted
to community
Member mak...
®
Community Member Engagement Evolution
35
View information
Profile to post a
question
Member to
member
interactions
Susta...
®
36
®
• German game by Klaus Teube in 1995
• Based in the spirit of community
• Focus on exploration, development and trade
• ...
®
Add Title Here
Add content here
Expand volunteerism and establish ambassador programs
Hunt for Hand-Raisers
cc: Foto Pam...
®
Add Title Here
Add content here
Lower Boundaries
• Balance power to yield higher comfort with knowledge sharing
• Valida...
®
Add Title Here
Add content here
Marshal the
Executives
• Fear, time compression and
lack of perceived value can
prevent ...
®
Add Title Here
Add content here
Capture & extend content: value of insights shared increases
content relatability
• Cond...
®
4242
Community …
members and organizations working together
to solve a common puzzle!
@vdimauro
®
Let’s Keep The Conversation Going!
Vanessa DiMauro
CEO, Leader Networks
617.484.0778
vdimauro@leadernetworks.com
http://...
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Growth Hacking Your Online Community

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t's time to take an active, hands-on approach to engaging your members and communities. Industry expert Vanessa Dimauro, Leader Networks, will present her Growth Hack Framework for engagement, sharing data about the impact of engagement on core operations like increased membership and insight into members needs.

Now being recognized as a strategic weapon for organizations to serve members better, online communities can support a variety of engagement strategies. She'll cover the importance and impact of community life stages, how to develop a scalable people process and define success measures to better engage during each stage. Learn what growth means for your organization and how to take advantage of resources like onboarding, two-way engagement, volunteerism and inner circle champions.

Published in: Marketing
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Growth Hacking Your Online Community

  1. 1. How to Growth Hack Your Online Community Higher Logic Super Forum Vanessa DiMauro October 21, 2015
  2. 2. ® Hi! I am Vanessa DiMauro CEO Leader Networks @vdimauro 2 I spent my career founding, running, advising and funding online communities. • Together this represents 250 online communities, 20 million users for 110 orgs • Trained 10,000 online community managers • 3 books, 4 eBooks and 150+ reports on community • Cited in The New York Times, Forbes, The Wall Street Journal, The Economist • Professor - Babson and Columbia University
  3. 3. ® And Helped Many Organizations Around The World
  4. 4. 4 Online community builders… our day has come!
  5. 5. cc: bark - https://www.flickr.com/photos/49503168860@N01 Knowledge workers have a burnout rate that is 40X higher than most other white collar professions.
  6. 6. ® #CMGR Burnout Curve Requirements New Features Marketing New Content Tech Support Start Discussions Answer Questions Onboard New Members Weeks 1 - 2 – 3 - 4 – 5 – 6 – 7 – 8 – ………………….. 40 hour week output Community Launch Burnout! @vdimauro 6
  7. 7. ® WHERE ARE WE HEADING in this talk? Methods to increase scale & efficiency –get more out of your time Ways to help members share and solve their puzzles faster A few brilliant association community case studies What TRUST building looks like in community 7
  8. 8. ® Defining Growth Hack a) Grow the size & scale b) Increase vibrancy cc: Nicholas_T - https://www.flickr.com/photos/14922165@N00 A “hack” is a shortcut or modification—a way to bypass or rework the standard operation of an object or system. Hack definition: A Brief History Of Hacking http://steel.lcc.gatech.edu/~mcordell/lcc6316/Hacker%20Group%20Project%20FINAL.pdf 8
  9. 9. ® Success • BIGGER: Reach more members with association’s products and services • CHEAPER: Lower costs of delivery • DEEPER: Access a broader range of experts • WIDER: Increase volunteer opportunities • YOUNGER: Appeal to millennials to increase association membership @vdimauro 9
  10. 10. ® Methods To Growth Hack: Size + Scale 10
  11. 11. ® Growth Matters • The doubling factor: predictive 6 month curve. Remember to focus on growth every month. • Match your marketing database with your membership database. Mind the gap. • Use community to attract new association members. Community is powerful asset – use it well in marketing. @vdimauro 11
  12. 12. ® Share the community benefits from prospective members’ points of view • Camtasia/YouTube tours • Public success stories about how the community helped members solve a problem or achieve a goal • Develop a “spokesmodel” program using influential members 12
  13. 13. Marketing and Community need to row the boat TOGETHER! –Prepare content and campaigns to help appeal to new association members. –USE social media to find and approach prospective members with the GIFT of community!! Go Fishing in the Big Pond
  14. 14. cc: antonychammond - https://www.flickr.com/photos/8525214@N06 Welcome / onboarding kits Programmatic outreach Support documents FAQs
  15. 15. ® National Society of Black Engineers The mission of the NSBE is "to increase the number of culturally responsible Black Engineers who excel academically, succeed professionally and positively impact the community.” • Founded in 1975 • 30,000 members world-wide • Community launched May 2015 15
  16. 16. ® Example of Scale & Efficiency 1. Established a task force that planned strategy and designed operations. Wrote outreach and facilitation messages for different member segments (e.g. new members, inactive members). 2. Ensures staff awareness each moderated for a day during the launch period. 3. Uses social media to recruit new NSBE members and retain community members by posting discussion topic highlights. 4. Event engagement to recruit beta members, showcase community, and to do live log-ins with event attendees. 5. Volunteer champions monitor the community and give their “ok” to seed questions being posted under their names and lead discussions. 6. Executive involvement scaled intimacy with NSBE members through 1:many communications. 16
  17. 17. ® If you want to go fast, go alone. If you want to go far, go with others. (Swahili saying) Launch community or new features with a Beta group. @vdimauro 17
  18. 18. ® Community is a TEAM Sport! Staff Right and Engage Your Volunteers Dedicated Community Manager Outreachers Technical keepers Interviewers & writers Content archivers News scanners @vdimauro 18
  19. 19. 5 Member Engagement Hacks
  20. 20. 1.The Importance of OUTREACH cc: JoelMontes - https://www.flickr.com/photos/99887995@N00 They will not come, just ‘cuz you built it! Three “gives” to every one “take.” Segment members and engage. -New members -Active stars -Fallen angels -Silent readers @vdimauro
  21. 21. ® Add Title Here Add content here 2. Help New Members Connect with Each Other & Key Content Member-Greeters Showcase new members on site & in newsletters 1 month check-in Track non-returners cc: fishyfish_arcade - https://www.flickr.com/photos/10407404@N00 21
  22. 22. ® 3. The Power of a “Focused Group”  1 topic  4 weeks – 1 week per theme  Active and visible participants  Defined outcome (what they will learn) and effort  Facilitate  Use phone, as well as online  Document and share with the whole community! 22 -- repeat a few times a year -- find other members to lead future topics
  23. 23. ® The American Association of Nurse Assessment Coordination (AANAC) The AANAC is dedicated to supporting long-term care professionals provide quality care for nursing home residents across the nation. • AANAConnect launched 2 years ago • 14,500 members • 19 staff • Community #1 membership benefit • Value = consulting dollars saved • Massive impact on renewal rate! (58% to 72%) 23
  24. 24. ® AANAC 24
  25. 25. ® Add Title Here Add content here 4. Showcase members Feature them and their accomplishments. They will share the good news and keep you in the public eye. cc: alex-pl - https://www.flickr.com/photos/92486987@N00 25
  26. 26. ® Customer Experience Professionals Association 26 The Customer Experience Professionals Association is the premier global non- profit organization dedicated to the advancement and cultivation of the Customer Experience profession. • CXPA & community are 4 years old • 4,000 members with an annual growth of 1,000 members per year • 2 staff – largely a volunteer organization • Very active community & in-person events
  27. 27. ® How CXPA Spotlights Its Members Member-member connection is the main benefit to joining Recognition and Awards • Huge volunteer MVP recognition program which includes finding active members and offering them more responsibility • Special badges and showcase at events • CXPA cookies sent to their offices CXPA Expert Panels • Selected via application process • Featured site expert • E-book about their thought leadership featuring them New Member Tab • Members encouraged to meet and welcome new members • 5 “personas” featured to help new members understand how to best use the site based on business needs 27
  28. 28. ® Add Title Here Add content here 5. Make community an important and symbiotic part of your association culture!cc: Tobyotter - https://www.flickr.com/photos/78428166@N00 28
  29. 29. ® New Jersey Society of Certified Public Accountants Founded in 1898, the New Jersey Society of Certified Public Accountants (NJCPA) is the largest professional organization serving the needs of Garden State CPAs and aspiring CPAs • Launched in 2010 • 15,000 community members • Average 250-400 posts per month • 80% peer-peer response rate • Community factors in member retention 29
  30. 30. ® NJCPA HOW THEY MADE COMMUNITY PART OF THE NJCPA CULTURE  Started with a strong in-person foundation of sharing which carried over to online  Nurtures posts and follow-up, helps members get answers  Daily digest of new posts sent to all staff  Uses insights shared online to adapt products, services & POV 30
  31. 31. ® Key Themes To Remember Connect and empower your community members Make them everyday heroes They will contribute if they find value and peer relationships Help them trust each other and your association 31
  32. 32. T R U S T cc: mikebaird - https://www.flickr.com/photos/72825507@N00
  33. 33. ® Grow Trust By Building Social Capital About Social Capital The central premise of social capital is that social networks have value. Social capital refers to the collective value of all "social networks" [who people know] and the inclinations that arise from these networks to do things for each other ["norms of reciprocity"]. TRUST: You Get What You Give @vdimauro 33
  34. 34. ® The Community Engagement Model: “norms of reciprocity” Engagement solves problem Member indebted to community Member makes contribution Other members connect to contributor Community value increases through information flow @vdimauro 34
  35. 35. ® Community Member Engagement Evolution 35 View information Profile to post a question Member to member interactions Sustained engagement and share expertise Frequent visitor activities: -Asks a question -Takes a quick poll -Rates content -Connects selectively Acting online Thinking onlineDoing onlineBeing online Gold level activities: -Connects to many members -Shares ideas and experiences -Gives feedback or ideas about community operations Occasional visitor activities: -Searches for an answer -Explores the member directory @vdimauro
  36. 36. ® 36
  37. 37. ® • German game by Klaus Teube in 1995 • Based in the spirit of community • Focus on exploration, development and trade • Goal is to create the most successful colony In Settlers, the trading and the interconnected fates of the players keeps everyone involved --even when they aren't rolling the dice. There are multiple ways to win. 37
  38. 38. ® Add Title Here Add content here Expand volunteerism and establish ambassador programs Hunt for Hand-Raisers cc: Foto Pamp - https://www.flickr.com/photos/85208880@N00 38
  39. 39. ® Add Title Here Add content here Lower Boundaries • Balance power to yield higher comfort with knowledge sharing • Validate authority of up-and-comers for increased transparency 17 cc: Peter O'Connor aka anemoneprojectors - https://www.flickr.com/photos/58414938@N00 39
  40. 40. ® Add Title Here Add content here Marshal the Executives • Fear, time compression and lack of perceived value can prevent participation • Counteract with reverse mentoring programs & strategic alignment initiatives • Help them make tacit knowledge explicit cc: Porto Bay Trade - https://www.flickr.com/photos/24001499@N03 40
  41. 41. ® Add Title Here Add content here Capture & extend content: value of insights shared increases content relatability • Conduct group research, analyze vibrant discussions for trends, create topic briefs & share with industry or world! c: andymangold - https://www.flickr.com/photos/30116130@N03 41
  42. 42. ® 4242 Community … members and organizations working together to solve a common puzzle! @vdimauro
  43. 43. ® Let’s Keep The Conversation Going! Vanessa DiMauro CEO, Leader Networks 617.484.0778 vdimauro@leadernetworks.com http://www.leadernetworks.com https://www.linkedin.com/in/vanessadimauro @vdimauro 43 bit.ly/1hHhIoH

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