Community Strategy Framework

BUSINESS GOALS

MEMBER NEEDS

COMPETITIVE

LANDSCAPE

ENGAGEMENT MODEL & PLAN

1. Content Plan

2. Event Plan

3. Community Promotion Plan

4. Community Moderation Plan

METRICS/ROI

1) Business Goal boil it down to one sentence

Enable Customers to Collaborate, Share Knowledge, Increase Revenue

Differentiate Yourself From Other Service Providers

Increase Sales (retain members, increase member loyalty)

Increase Brand Awareness

Eliminate Geographic Barriers to Networking

Decrease Cost of Customer Service

Co-creation of New Products

Establish Yourself as a Thought Leader

Better Search Results

Provide Additional Information

Educate Customers

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1) Business Goal

The business goal of PD 360 was to raise student achievement. They accomplished a

lift of 11.3% improvement in student achievement through an online learning

community for teachers with on demand professional development .

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1) Business Goal Know who you are. What type of online community would you be?

Community Strategy Framework

BUSINESS GOALS

COMPETITIVE

LANDSCAPE

2) Competitive Landscape Where is your audience (clients/employees) currently having conversations?

Online Communities

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2) Competitive Landscape Conversations are already happening... don’t compete, integrate and compliment

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2) Learn 2) Learn

Community Strategy Framework

BUSINESS GOALS

MEMBER NEEDS

COMPETITIVE

LANDSCAPE

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3) Member Needs Analysis Understand your audience. Don’t ask me, ask them.

Share Knowledge: Explore ideas and participate in one-on-one private discussions threads. Access actionable experienced-based solutions from like minds.

Connect With Peers: Network with one another to find exactly the individual you need who shares your passion. Combat isolation, share emotions, and experience a sense of camaraderie.

Access Tools: find resources that allow you to do your job better, shorten decision times, and decrease risk.

Mirror Current Hot Issues & Needs:

Need for

confidentiality

Burning need to

Share information

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3) Member Needs Analysis Interview or survey employees to profile your audience

What member types or personas exist?

Can you predict their needs?

How do their needs vary?

What are they looking for?

How do they like to interact now?

How willing are they to share openly?

Do they want exposure?

Do they want to influence others?

Do they want to shape the department?

Are they time crunched?

3) Member Needs Analysis

Member Needs Analysis

Busi

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DEMOGRAPHIC

Career Level

Role

Areas of Interest

Geographic Location

College

Gender

Groups/Associations/Honors/Awards

NEEDS and SKILLS

Knowledge transfer

Leverage the experience of others

Collaborate on information and ideas

Implement BPM faster and learn from peers

Other

WILLINGNESS TO CONTRIBUTE

Comment or Rate (blog, wiki, chat, content)

Contribute content (blog, group docs, wiki, chat)

Speak (teleconference, webcast)

Lead or Chair (group, blog, wiki)

Collaborate (group, wiki)

ENGAGEMENT PREFERENCE

Chat

Post or Comment or Rate

Collaborate via wiki

Read content

Attend or lead teleconferences

Join or lead group

Private meetings with other members

Face to face events

CONCERNS

Trust or risk of online permanent record

Lack of time

3) Member Needs Analysis

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3) Member Needs Analysis

Community Strategy Framework

BUSINESS GOALS

EMPLOYEE NEEDS

COMPETITIVE

LANDSCAPE

ENGAGEMENT MODEL & PLAN

1. Content Plan

2. Event Plan

3. Community Promotion Plan

4. Community Moderation Plan

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4) Engagement Model Content Plan

What will you publish?

Where will you publish?

How often will you publish?

How to integrate with traditional channels?

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4) Engagement Model Customize your engagement model based on member needs

Announce new members to the

community & within groups

Highlight relevant articles to

member types

Invite members to participate in

relevant events

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4) Engagement Model Active and relevant moderation engages members

• Plan touch point cycles

• Plan your trigger points

• Plan for private and semi-private communication

30% of

moderation is

active

involvement

70% of

moderation is

behind the scenes

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4) Engagement Model Create multiple ways for members to participate

• Chair an affinity group or task force

• Employee-led webinars and teleconferences

• Small group calls, intimate setting, like-minded peers

• Collaborative projects and tools

• Dedicated column in publications

• Member spotlights

• Awards

• Leadership Development: video series on leaders

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4) Engagement Model Strive to balance the elements of the community

Content

Mix up the formats (text, media, audio…)

Seed with company generated content

Reward member-generated content

Events

Offer online webinars

Encourage members to host

Integrate in-person events such as conferences

Member-to-Member Interactions

Online: includes discussion forums, blogs, wikis, email, chat

Offline/Face-to-Face: includes phone calls, in-person meetings

Outreach or Promotion

Actively moderate and drive new memberships

Pushing and pull qualitative and quantitative information

Newsletters, digests, polls and surveys

2007 Patricia Seybold Group Inc.

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4) Engagement Model

Community Strategy Framework

BUSINESS GOALS

EMPLOYEE NEEDS

COMPETITIVE

LANDSCAPE

ENGAGEMENT MODEL & PLAN

1. Content Plan

2. Event Plan

3. Community Promotion Plan

4. Community Moderation Plan

METRICS/ROI

5) Measure

5) Metrics

Targeted members

Total members

New member acquisition per month

Average member logins per month

Average Page Views

Average Time Spent

Most active discussion thread

Most active group

Average Post/Thread

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5) Metrics Build an ROI set based upon your dimensions of value

1. Activity

2. Engagement

3. Influencers

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5) Metrics Include a mix of qualitative and quantitative

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5) Wash, rinse, repeat

Community Strategy Framework

BUSINESS GOALS

MEMBER NEEDS

COMPETITIVE

LANDSCAPE

ENGAGEMENT MODEL & PLAN

1. Content Plan

2. Event Plan

3. Community Promotion Plan

4. Community Moderation Plan

METRICS/ROI

Strategic Framework Questionnaire

Business Goals:

Try to boil it down to one sentence that gets to the core.

o Increase Brand Awareness , Personalize Your Brand

o Collaborate with Customers , Gain Insight , Co-create Products

o Decrease Cost of Customer Service

o Optimize Site, Better Search Results, More Traffic

o Establish Yourself as a Thought Leader, Educate Customers

o Increase Sales

What type of community will you be (Shop Talk, Info Dissemination, Professional

Collaboration)?

What are your expected outcomes?

Who are the main stakeholders?

Strategic Framework Questionnaire

Competitive Landscape:

Where are your members currently having discussions online?

How active are your members in social networking?

How does an online community weave into your overall communications strategy?

Strategic Framework Questionnaire

Member Needs Analysis:

What member types exist?

What are they looking for (might vary by member type)?

Where do they go? How do they like to interact? How much time do they have?

How willing are they to share openly? Do they want exposure?

Do they want to shape the industry or influence the next generation?

Strategic Framework Questionnaire

Engagement Model and Roadmap:

Engagement Model: it is important to plan and balance engagement elements such as:

o Event Plan: online and in person

o Content Plan: text to media, both internal and member generated

o Member to Member Interaction Plan: online discussions, blogs, wikis, chats, emails OR

offline phone calls and meetings

o Outreach or Promotion Plan: push and pull qualitative/quantitative newsletter, polls,

surveys etc.

What engagement elements do you currently leverage?

What new forms of engagement would you like to employ, is there a gap, which will be

prioritized?

Who are your "creators" of content or discussions? Do you need to recruit more creators or

hosts?

How will you integrate with other marketing channels (traditional marketing / social channels)?

Strategic Framework Questionnaire

Metrics / ROI:

What quantitative metrics do you currently monitor?

What qualitative metrics do you currently monitor?

How does each metric tie to your business goals and your dimensions of value?