asae "engaging community" - expanded version

Engaging Community In The Groundswell

Charlene LiAltimeter GroupAugust 17, 2009

For slides, send an email [email protected]

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What engagement often looks like today

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Meet Dave Carroll

Source: davecarrollmusic.com

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Welcome to the Groundswell

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A power shift, catalyzed by social technologies

When people get what they need from each other

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Technologies can be confusing

Source: Wordle.net

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It’s about the relationship

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What kind of relationship do you want?

Transactional

OccasionalImpersonalShort-term

PassionateConstantIntimate

Loyal

Focus on relationships, not technologies

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Goals define your strategy

Learn

Dialog

Help

Innovate

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Always start with Learn

Learn

Dialog

Help

Innovate

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Learn with monitoring tools

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Radian6 enables learning organizations

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Dialog with your community

Learn

Dialog

Help

Innovate

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How do you join a conversation?

Source: http://www.flickr.com/photos/asaecenter

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Curators

Producers

Commenters

Sharers

Watchers

The Engagement Pyramid

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AMA encourage sharing

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NAA dialogs with members via a blog

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http://www.naahq.org/blog

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And whereever members may be

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And on three Twitter accounts

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Red Cross engages in many channels

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21 Chapter blogs so far

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Social Media handbook/policies help keep order

http://sites.google.com/site/wharman/social-media-strategy-handbook

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Provides training for “Red Crossers”

http://sites.google.com/site/wharman/social-media-strategy-handbook

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Red Cross engages fans too

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Help your members support each other

Learn

Dialog

Help

Innovate

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IEEE supports members support each other

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ALA uses private communities to help

62,000+ members

1,300+ groups

http://connect.ala.org/

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Goals define your strategy

Learn

Dialog

Help

Innovate

Starbucks innovates across the organization

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Getting started

“We don’t have the time, money, or people.”

“People will abuse it.”

“Our boards/volunteers are short-term focused.”

“IT/Legal won’t let us.”

“I’m afraid of losing control.”

What’s stopping you?

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#1 Make it real for your curmudgeon

• Show the current dialog ▫Find the points

of engagement▫Show what the

competition does• Create a

community ▫“Facebook

Fridays”▫Internal Twitter

(e.g. Yammer)• Indulge a personal

passion

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Audience

#2 Start small, start now

Goal

Revolutionary

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Deal with different mindsets

FearfulSkeptic

Cautious Tester

Realist Optimist

Transparent Evangelist

Find the “moments of truth” and “moments of crisis” for each

mindset

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#3 Measure the right things

Your goals determine your metrics

Use the same metrics as your strategic goals

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Example “micro” metricsGoal Metric Value

Learn # of customer feedback

Impact of faster, better insights

Dialog # of comments# of referrals

Greater loyaltyFaster, more closes

Help # of issues addressed

Increased satisfaction

Innovate # of implemented ideas

Faster development

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Higher order metrics to consider

How likely are you to recommend this to someone you know?

Net Promoter Score

Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)

Lifetime Value

#4 Fail fast, fail smart

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Identify the top 5-10 worst case scenarios.

Develop mitigation and contingency plans.

Prepare everyone for the inevitable mistakes.

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Wal-mart failed many, many times

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Buyer blog hit the right note

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#5 Give up the need to be in control

Photo: Kantor, http://www.flickr.com/photos/kantor

http://www.flickr.com/photos/kantor

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Deciding how open to be

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Your goals

Your audiences’ needs

The competiti

on

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The Sandbox Covenant

How to give up control and be in command

Summary•Focus on the relationships,

not the technologies

•Start by learning from the conversations

•Foster the right amount of openness in your organization

asae "engaging community" - expanded version

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