the science of community engagement metrics
TRANSCRIPT
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The Science of Community
Engagement Metrics
A Practical Approach
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Today’s webinar is brought to you by
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www.badgeville.com
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Zachary Bodnar
Director of Analytics
Lindsay Brothers
Product Manager
Your Data-Driven Hosts
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Data
Insights
Big Data
(Velocity, Variety,
Volume)
Machine Learning
Algorithms
A/B testing methodologies Visualization /
Information hierarchy /
UX – UI
Domain knowledge
Expertise
Statistics
Analytics
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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KPIs (key performance indicators)
Metrics that are tied to an objective
Time-sensitive
Have a specific target
EG: Target 100 tickets closed / day by Jan 30, 2015
Metrics
Measureable
Quantifiable
EG: Number of tickets closed / day
KPIs vs Metrics
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KPIs are relevant in all stages
Design
Technical Implementation
Ongoing Management
KPIs vs Metrics
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Good Design Matters
“If you think good design is
expensive, you should look at the cost
of bad design”
Dr. Ralf Speth, CEO, Jaguar
KPIs vs Metrics
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Good design achieves goals
KPIs must tie to business goals
Usually increased revenue or cost savings
Specific metrics can change as design matures
Design & Planning
KPIs vs Metrics
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While planning and designing your engagement program, gather data to
create a baseline
Establish metrics in order to build on KPIs during the program
Baseline
KPIs vs Metrics
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Ensure tracking metrics is technically feasible
Implement
Visualization tool
Connect data source to visualization tool
Technical Implementation
KPIs vs Metrics
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(The whole point)
Ensure metrics are presented in the context of KPIs
Ensure stakeholders know how and when to use dashboards
Ongoing Management
KPIs vs Metrics
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Tie KPIs
to business goals
Don’t be afraid
to iterate
Ensure technical
feasibility
Visualization
technology data pipe
Metrics in
context of KPIs
Stakeholder
Knowhow
Technical ImplementationDesign Ongoing Management
KPIs and Metrics
KPIs vs Metrics
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Empower informed decisions
Decrease uncertainty
Decrease time-to-value
Recommended actions in a goal oriented context
Good Analytics
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Should guide the right actions to take
As easy as pressing a button!
Good Analytics
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Number of users lurking
last week
Clear indicator of community health
If it’s in the “red,” the viewer has a
clear area to focus improvement on
(What we can do today)Context of Targets
Good Analytics
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Customer-facing support community
Want customers to solve each others problems
Want customers to find cutting edge content on this community
Want customers to come to this community to contribute content
Health of Community
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Seeking
Consuming
Curating
Creating
Visit & Search
Read & Watch video
Upvote, rate,
share, & follow
Post blog,
upload document,
& create story
The Lifecycle of Content
Health of Community
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Active users
count the number of users who performed an action
People whose content was viewed, received responses
or upvotes don’t count
Lurkers
users who didn’t impact the community
No curating or creating
User Types
Health of Community
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Cheaters
For a gamification program, certain metrics can be used to
weed out the cheaters
Was an achievement won too rapidly?
Look at actions needed for an achievement
User Types
Health of Community
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“How-to” is different from “Why-to”
Good onboarding experience showcases the value proposition of the community
In 20 seconds, user should have a good reason to come back the next day
The Importance of Onboarding
Health of Community
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User ratios
what ratio of all active users are performing the target category?
Behavior ratios
what ratio of all behaviors performed fall into the target category?
(ex. Lurkers and actives)
Key Dimensions
Health of Community
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Seekers
ratio
Consumers
ratio
Creators
ratioCurators
ratio
Each dial tells you if
enough of your active
community is performing
key behavior types
Immediately apparent if
any are off
Community Health Dashboard
Health of Community
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Ratio of users completing onboarding
mission this week vs last week
Number of onboarding each step
completed last week
this week last week
Onboarding Health Behaviors
Health of Community
Step 1 Step 2 Step 3 Step 4
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics
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Vanity Metrics
Certain metrics are fun to look at, but provide no insight
Don’t assign too much value to certain metrics
Page views per visit, views per post, number of comments, etc.
Focus on actionable metrics & business goals
Metrics to Avoid