the quantified community - rachel happe
TRANSCRIPT
The Quantified Community
Tracking Behavior to Prove ROI
Rachel HappeCo-Founder, The Community Roundtable@rhappe
Do you want to play Friday night poker or do you want to run the tables?
Community operations is emerging and critical for scale
Community building is critical to success – always has been
But it’s often been in implicit responsibility,
And success has been hard to see and define
Online the value of communities comes into focus
1. Who engages and how
2. How communities form and evolve
3. How network structure impacts outcomes
4. Aggregate behaviors and culture
5. How to trigger and influence behavior
Online, we can see
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We now know how to build communities efficiently…
…which means we have standard recipes and measurements
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“If you can't measure it, you can't improve it.”
- Peter Drucker
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We are drowning in data… so where do we start?
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Focus on what matters, not what is easy
Inputs & Outputs
Things that matter, which can be measured
Input: ManagementThe approach to building successful communities
Output: BehaviorHow individual communication behavior is changing
Output: ResultsThe value produced by the community; benefits including ROI
Investment
Return
Return
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Input: ManagementThe Community Maturity Model
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✔
✔✔
✔✔✔
✔✔
Input: ManagementMeasuring community management
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Behaviors
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“If you don’t know where you are going, any road will get you there”
- Lewis Carroll
• Information Seeking• Content Management• Collaborative Analysis and
Decision-Making • Co-creation of content• Work Synchronization• Stakeholder review• Communication of
decisions or outputs
When a member wants to ___________________________
they will use the community to __________________________,
instead of doing _____________
__________________________.
Output: BehaviorDefine behaviors that generate value
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Output: BehaviorsKeystone behaviors
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Metrics & ROI
Output: BehaviorsMeasuring Community Behaviors
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Output: The Holy Grail - ROI
5 Data Points You Need:1. Number of answers
2. Number of searches
3. Estimate of % of successful searches (start with 20%)
4. Financial value of an answered question (customer support will have a good number for this)
5. Cost of the community program (z)
Calculations: 1. Answers * Value of Answer
= x
2. (Searches * % Successful) * Value of Answer = y
3. x + y
4. (x +y)/z
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Output: Results
August September October November0%
20%
40%
60%
80%
100%
Responses Helpful Response Correct Responses
August September October November$0
$10,000
$20,000
$30,000
Value of New Answers Value of Search Results
Response Rate
No Response ResponseHelpful Correct
Response Rate Trend, by Month
Value of Questions, by Month Compounding Value of Community
August September October November$0
$20,000$40,000$60,000$80,000
$100,000
Value of New Answers Value of Search Results
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Output: ROI
Return on Investment
August September October November December January
-$50,000
$0
$50,000
$100,000
$150,000
$200,000
$250,000
ROI Cost Total Value
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Five Ways to Improve Community Value
1. Define a Compelling Shared Purpose and Shared Value
Organizational
ObjectivesMember
Objectives
Shared Purpose
Shared Value
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Psychological Hack: Need for identity, completion and belonging
1. Dedicated community manager
2. Professional development – this is an emerging discipline
3. Invest in advocates
2. Invest in Community Management
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Psychological Hack: Need for challenge
1. Start small2. Watch, ask and listen3. Experiment until
optimal engagement profile develops
4. Use social norms to rapidly acclimate new members
3. Start as You Mean to Continue
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Psychological Hack: Behavioral mirroring
4. Invest in Operations that Scale
1. Build out policies and governance
2. Develop a playbook and training
3. Grow your community management team
4. Invest in customizing the technology to support what works
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Psychological Hack: Triggers, habits and conditioning
5. Measure what Matters, not what is Convenient
1. Identify behaviors that generate value
2. Focus measurement on those behaviors
3. Use metrics to educate stakeholders and make tactical adjustments
4. Translate behaviors to financial value and ROI
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Psychological Hack: What people see determines what they think
1. Determine the value of a answer
2. Prioritize key behaviors
3. Optimize community management to encourage and reward key behavior
Tasks for tomorrow:
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