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Community Management Fundamentals 2017

Since 2009, The Community Roundtable has helped hundreds of organizations build, manage and measure successful community programs. This is what we've learned.

Find more community management resources, research, and info at https://communityroundtable.com/

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Community Management Fundamentals 2017

  1. 1. Community Management Fundamentals 2017 Edition
  2. 2. Community building is critical to leadership success – and it always has been
  3. 3. But it’s often been an implicit responsibility…
  4. 4. ...and success has been hard to define and measure
  5. 5. Online the dynamics and value of communities comes into focus
  6. 6. Online we can see: 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, influence and reward behavior
  7. 7. Because we can see community dynamics, we can optimize building them…
  8. 8. …which means we have standard patterns, recipes, and measurements
  9. 9. What is a community?
  10. 10. Com·mu·ni·ty Noun A group of people with unique shared values, behaviors, and artifacts. (our definition at The Community Roundtable) 10
  11. 11. Communities: 1. Speed information transfer 2. Develop shared ownership 3. Normalize acceptable behaviors
  12. 12. An organizational ecosystem includes many communities Organization
  13. 13. The business of community
  14. 14. Communities are networks of relationships, not just content networks Content Distribution Network Community The difference, is typically not the channel, but instead the approach to management
  15. 15. Communities do not produce linear returns like many processes 15 Time Return
  16. 16. Time Return Good communities generate value by normalizing new behaviors, which generates compounding value 16
  17. 17. Time Return However, lack of understanding can lead to predictable community failures 17
  18. 18. …and help us focus management based on a community’s maturity 18 Time Impact Stage 1 – Hierarchy Stage 2 – Emergent Community Stage 3 – Community Stage 4 – Networked Pull Grow Community Objective, by Stage Behavior Change TransformTransform
  19. 19. TheCR Community Engagement FrameworkTM articulates how behaviors and value change over the community lifecycle… 19
  20. 20. …and can be translated into community ROI 20
  21. 21. What is community management?
  22. 22. The Community Maturity Model™ defines the scope of community management…
  23. 23. …which consists of two types of work: projects and routines ANNUAL ROADMAP DELIVERABLES • Big projects by quarter • Curated content • Designing programs • Reporting to stakeholders • Early community maturity markers: • Expert participation • New member programs • Community guidelines • Advocacy program DAILY/WEEKLY ROUTINES • Daily productivity routines ü Open & Closing goals each day ü Energy: exercise, breaks and in-person activity • Schedule slots for: ü Engagement ü Program planning & execution ü Advocacy program work ü Stakeholder meetings • Batch administrative work ü Newsletters ü Backchanneling ü One-on-One outreach ü New member & advocate communication/calls • Develop systems ü Member management ü Email templates ü Routines
  24. 24. Project work can be broken down and prioritized by competency Strategy q Shared purpose q Shared value q Key behaviors Leadership q Engage subject matter experts q Identify advocates Culture q Identify ideal engagement and build to it q Prompt regular engagement q Ensure constructive tone and behavior are modeled Community Management q Roles/Responsibilities q Develop processes and engagement patterns q Develop routines and schedules Content & Programming q Define a welcome process q Define regular community programs Policies & Governance q Develop community guidelines q Define roles and responsibilities for advocates, stakeholders, experts and executives Tools q Set-up a CRM or contact management system so you can track community relationships q Optimize community features by highlighting desired workflows and removing or deprioritizing unnecessary features q Set up measurement tools to make monthly reporting easy Metrics & Measurement q Define what you will track and how often you will monitor
  25. 25. Routine community management work can be laid out by frequency Routine Occasional As Needed Quarterly or Annually Engagement • Monitoring • Backchanneling • Introducing & connecting • Responding or prompting • Onboarding • Check-ins • Interviewing advocates/ stakeholders • Escalation • Moderation • Crisis management • Advisory board discussions Content • Curation • Promotion • Newsletters • Program/event delivery • Program & content planning • Content Repurposing • Evaluation of what’s working and gaps • Content Audit Technical • Member administration • Content/event posting • Graphic development • Content promotion • Editing tags or taxonomy • Reporting • Updating UX • Exporting and analyzing data • Updating community scorecard
  26. 26. Daily/weekly community management routines Routine Occasional As Needed Quarterly or Annually Strategic • Aligning engagement and content with strategic goals • Understanding member needs and motivators • Surveying members • Re-evaluate roadmap/planor strategy based on new information • Strategic audit Business • Internal evangelism & coordination • Reporting community progress to stakeholders • Present community progress & data • Develop annual community roadmap/plan • Request any needed resources
  27. 27. Combined, a ‘normal’ weekly schedule can be defined = Governance = Advisory Program = Content & Programming = Culture Change @rhappe
  28. 28. The Community Business Case
  29. 29. Why: Problem Statement • What is the business opportunity? • Where is the pain point? • What workflow is wasting scarce resources? We need more rapid innovation We keep re-inventing the wheel and wasting resources The customer experience is inconsistent
  30. 30. What: a community to rapidly create, iterate and disseminate • What behavior does the community change? • What process does it replace? • What new behavior does it introduce? • What is the shared purpose for organization and employee?
  31. 31. How: What’s required to build a successful community? • What are your community efforts to date? • What will be required as community engagement grows?
  32. 32. When: What value will that network generate over time? • What is the current community ROI? • What is the projected ROI value for FY18? • What is required to hit our goals?
  33. 33. Showing how is ROI is generated • How does the community impact workflows to generate value? • What does the community workflow look like? • What is the savings? Task started 10 Days 2nd Question 3nd Question Task started Task completed 4 Days 2nd Question 3nd Question Task started Task completed 4 Hours
  34. 34. What does it look like in practice? • What does a community- based workflow look like? • What is a specific example of what this looks like?
  35. 35. What progress have we made to date? • How quickly are different behaviors changing? • How could we adjust to meet goals or move more quickly?
  36. 36. What are our FY18 Goals? • What are your top community initiatives for FY18? • What are the top line goals for the next 12 months?
  37. 37. Roadmap & Budget • What roadmap and budget options will support different outcomes? • What is on the roadmap and what resources does it require?
  38. 38. Key Takeaways 1. Community leadership and management is a critical skill set 2. Communities generate compounding value, based on behavior changes 3. Community management can be defined, structured, measured, and prioritized strategically 38
  39. 39. About The Community Roundtable At the Community Roundtable, we collaborate with clients to implement proven, practical strategies for better communities. Clients rely on our models, research, and peer networks to take their communities to the next level. Research Community Performance Benchmark and Community ROI Models Advisory Services
  40. 40. Rachel Happe @rhappe rachel@communityroundtable.com The Community Roundtable @TheCR info@communityroundtable.com