Community 20 Presentation Dawn Lacallade

From Strategy to ROI Model

Dawn Lacallade Community Manager, SolarWinds

Level Setting

What are the tools we are including here?» Ideas» Forums» Blogs (with comments)» Content Exchanges» Webinars and Videos (with interaction)» Ratings and Reviews

» 3rd Party Sites

» Monitoring and Listening

» Closed Communities

» Groups

» Loyalty Programs

» Polls

» Ideation Sessions

» Wikis

» Profiles and Searching Profiles

» Event calendars

Community 2.0 Presentation- Dawn Lacallade - Slide 2 -

What is Community?

- Slide 3 -

Common Mistakes:

Modify This Footer: View -> Header & Footer - Slide 4 -

So how do you do it right?

The Model

- Slide 5 -

Map Metrics to Business

Needs

Community 2.0 Presentation- Dawn Lacallade

What is your business need? Website

» Grow traffic» SEO» Content creation- marketing» Product recommendations

Brand» Crisis Management» Case studies» Direct communication with

customers» Find brand advocates» Personalize the company» Corporate or Exec branding

Support» Content creation- support» Content creation- learning» Questions and answers

R&D» Idea generation» Prioritization» Beta testing/ Focus Groups» Strategic partnering» Content Creation- software

Sales» Product recommendations» Use cases» Impulse buy» Question & Answer- pre-sales» Word of mouth marketing

Internal Community» Communication» Knowledge sharing» R&D» New employee education

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But there are limits.

What can you do?

How much are you willing to spend? How many people do you have to work these

properties? How much business risk/transparency are you

comfortable with? How comfortable are your customers in the

online space? How high is the existing participation in your

online community?

- Slide 8 -Community 2.0 Presentation- Dawn Lacallade

Introducing the tools

1. Survey tool- gather and aggregate these answers and are the input for #2.

2. Magic spreadsheet recommended tool

3. Match the metrics via the table


So lets start with an example.

The SCOOTER Store

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Gathering all the input

We surveyed the stakeholders for their business needs for the community.

» Ask for priorities (we all want it all!)» Ask stakeholders (money, people or decisions)» Example business objectives in the spreadsheet» Surveymonkey template in materials:


Review the Survey


Review Survey

http://www.surveymonkey.com/s.aspx?sm=pN3kITMMg_2fqHrgPLncsRrw_3d_3d

http://www.surveymonkey.com/s.aspx?sm=pN3kITMMg_2fqHrgPLncsRrw_3d_3d

Survey Results (Scooter Store)

Critical Business Needs Website- Elicit content creation- Marketing materials PR/Brand- Crisis management PR/Brand- Direct communication with customers Support- Questions and Answers R&D- Prioritization of ideas R&D- Beta testing Sales- Questions and Answers

Business Readiness Medium investment in people and money Medium risk and community maturity



We plugged the Scooter Storeinformation into the spreadsheet…

Output- Tools to consider (Scooter Store)

Based on your priorities and business commitment, these are the recommended tools:

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Caution:Do one tool at a time.

(A big empty site is daunting to early users.)

Stay true to your brand promise. Don’t try to be more than you are.

Determine measures based on business need, not tool.

Proposed Metrics (Scooter Store)

Business Value» Web Content: Content created,

views of content, comments

» PR/Brand: Net promoter score, sentiment, duration of issues, posts, your responses, time to respond

» Support: Questions, answers, time to answer, % answered by you, views of answered content

Community Health» Creators: posts, answers,

comments, new registrations, # of contributions per person

» Watchers: views, page depth, daily unique visitors, time on site, bounce rate

Changes» Track intended changes (send

newsletter – get what expected change?)

» Notice unintended changes and find cause.

User Behavior Reports» People who are new and

contributing highly (thank them)

» When people cross milestones (recognize them)

» Send new people welcome msg

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Metrics ROI Translate the metrics on the previous page into terms that align with YOUR business in the terms they understand.

» Examples: Contacts reduced and download assists

Clearly outline the costs and risks» Costs for setup: platform, design work, data migration, seed content,

high initial participation from the company, data setup, PR costs, etc.

» Ongoing costs: direct headcount, time spent by others within company, dev for improvements & updates, costs to take action (act on ideas), contests, events, etc.

» Risks: low participation, negative responses, ideas that are not plausible, continuing costs, etc.

Considerations » ROI is a fluid concept- don’t get too locked in your measures. As new

needs and tools are added, be sure to track them as well.

» Community measures can fluctuate dramatically especially in a new community. Set goals over a month or longer period of time.

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Reuse the Model


When a new business need arises- reuse the model to evaluate the best tool.

Once you have found success (and proven it with

measures) with one tool, add more (slowly).

Thank You

Leading Your Strategy Session

Dawn Lacallade Community Manager, SolarWinds

Pre-work

Broad Groups of Stakeholders: Ask the business leaders/stakeholders to complete a

survey before the beginning of the session outlining their priorities. (See surveymonkey example)

Stakeholders are not ALL the people involved in the community, but rather the decision makers (people who give you money, people or make decisions)

Review the responses and nag responders as needed. (It is VERY important to get as much response as possible before the working session)

Give yourself enough time to gather and align the data before the session. (see next page)

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Analyzing the Data

Critical items for this session:» Mark everything that falls into the “Critical Business Needs”

category (with an x) in the first column of the spreadsheet.» Build a synopsis of the survey for starting point of the meeting.

(see example)» Review the items that ranked high on the not now or not ever.» Find examples of the output tools to share with the audience.

Knowledge for later:» Keep these priorities for later.

• What to possibly tackle next (other high ranking business needs)

• See the changes when you do this survey again.

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Survey and Tool Results

When reading back the results to the team: Share the results (see scooter store example) Explain why it is important to build the community with

clear goals. Discuss the ones you will not be doing (set expectations) Be ready to explain what the tools are with examples of

companies/sites that you admire.

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Building your ROI

Clearly map the first group of measures to the original business needs.

Don’t forget the measures of community health, changes, and users.

ROI is a fluid concept- don’t get too locked in your measures. As new needs and tools are added, be sure to track them as well.

- Slide 25 -

Caution: Community values can fluctuate significantly, so I recommend measuring

to goals on a monthly or larger block of time.

Implementation

Good luck with your implementation!

There are many online resources and blogs with tips for success!


Community 20 Presentation Dawn Lacallade

Technology

Transcript of Community 20 Presentation Dawn Lacallade