These slides are from the Socious webinar, Data-Driven Online Community Management. The video features a social business discussion to understand how to use data to unlock growth and customer satisfaction. The entire 90 minute webinar-on-demand can be seen at http://bit.ly/K4FD9Y.

1. The Pillar Summit
Professional Community Management
Data-Driven Community Management
By Richard Millington
www.pillarsummit.com
www.feverbee.com
@RichMillington

2. My Dream Job

3. Most community managers
are doing it wrong...

4. It’s time for a
Radical Rethink...

5. The Pillar Summit
Professional Community Management
1) 8 Elements of Community Management
2) Using data to optimize Community
Management
3) Combining data and theory
Today

6. What is community
management?

7. Strategy Growth
Moderation
Content
Relationshi
ps &
Influence
User
experience
Events &
Activities
Business
integration
The Community
Management
framework

8. Strategy

9. Why do we need to use
the community lifecycle?

10. 1) Growth

11. 2) Engagement

12. 3) Sense of community

13. The Community
Lifecycle
Inception Establishment Maturity Mitosis

19. The Pillar Summit
Professional Community Management
Always have a plan...

20. Growth

21. The Pillar Summit
Professional Community Management

22. The Pillar Summit
Professional Community Management
Four types of growth
1) Direct
3) WOM
2) Promotion
4) Search

23. The Pillar Summit
Professional Community Management
Unique, new, visitors
# active members

24. The Pillar Summit
Professional Community Management
What is your conversion
ratio?
Class Exercise 1
Unique,
new, IP
addresses
Registered
members
Within previous 30
days

25. The Pillar Summit
Professional Community Management
Newcomer to Registered Member Conversion

26. The Pillar Summit
Professional Community Management
Newcomer hears
about the
community visits
Visits Finds something
they like
Clicks register
Enters registration
details
Gets a
confirmation e-
mail
Becomes a
member!
Reduce data required
to complete
registration
Simplify registration
page copy
Reduce/tweak e-
mail confirmation
copy
Prompt to register
when they try to
participate or after {x}
page views
Deliberately target
more interested
members
Display latest
content /activities on
landing page
Position registration
clearer (tweak
colours/positioning
etc..
Your promotional
plan goes here...
Highlight something
in the community to
participate in

27. The Pillar Summit
Professional Community Management

28. The Pillar Summit
Professional Community Management

29. The Pillar Summit
Professional Community Management
What is your conversion
ratio?
Class Exercise 2
Participants
Within previous 30
days
Registered
members

30. The Pillar Summit
Professional Community Management
It’s sample time!
• Systematic sampling of 100 registered
members within the past month
• List alphabetically/date joined
• Use every nth (5th, 10th, whatever)
• How many make a contribution?
• Where do they drop out?

31. The Pillar Summit
Professional Community Management
• Personal welcomes (and types of welcome)
• Automated messages
• Change the post-registration page
• Buddy systems
• New members list & details
• Notifications of major events
• Create a newcomer-specific area
• Teach newcomers about the community
• Something interesting to do...
Registered Members to
Participants

32. The Pillar Summit
Professional Community Management

33. The Pillar Summit
Professional Community Management
What is your conversion
ratio?
Class Exercise 3
Regulars
After 6-months
Participants

34. The Pillar Summit
Professional Community Management
Participants to Long-Term
Members
• Stratified & Systematic Sampling
• Where do members drop out?
• After # contributions?
• After # amount of time?

35. The Pillar Summit
Professional Community Management
Participants to Long-Term
Members

36. The Pillar Summit
Professional Community Management
Participants to Long-Term
Members
• Notification System
• Speed of response
• Ensure proper participation
• Cultural Education
• Characteristics of
response
• Rituals
• Personal introductions
• Content about newcomers
• Ownership, investment &
influence
• Switching motivations

37. Moderation

38. The Pillar Summit
Professional Community Management
Using data to change moderation
• Removing barriers
• Spammers
• Conflicts
• Information overload
• Characteristics of
response
• Initiating discussions
• Soliciting contributions
• Recognition
• Ensuring correct behaviour
• Highlight popular material

39. The Pillar Summit
Professional Community Management
• # people participating
• Low social density means activity
• Relatively constant once a sustainable
level has been reached
• 40 participants / 20 minutes
Social Density

40. The Pillar Summit
Professional Community Management

41. The Pillar Summit
Professional Community Management

43. ScienceForums.net

44. The Pillar Summit
Professional Community Management

45. The Pillar Summit
Professional Community Management
• Remove/combine quiet/inactive categories, areas
and features
• Dissipate activity when it becomes too
concentrated
• Identify and encourage friendship groups
• Identify popular topics and build a group/place
for that
• Promote these groups (and have people
responsible for them)
• Bonus: Rank by popularity
Social density

46. The Pillar Summit
Professional Community Management

47. Create great
content

48. The Pillar Summit
Professional Community Management
Using Data To Optimize Content
• Write content about
members
• Identify most popular
categories of content
• Rotate when visits decline

49. Events & Activities

50. Relationship Development

51. The Pillar Summit
Professional Community Management
Using Data To Optimize Content
• Members approached for initial dialogue
• Members responded to approach
• Members advanced to self-disclosure
• Members participated in shared activity/event
• Ongoing relationship (1 exchange per month)
• Insider group/volunteers

52. Technology

53. The Pillar Summit
Professional Community Management
Using Data To Optimize the
platform
• Measure the goal; activity
• Remove the redundant areas
• Tweak the copy
• Refine the most used elements
• Go mobile or not?
• Be careful about asking members what they want

54. ROI

55. The Pillar Summit
Professional Community Management
Don’t be defensive...

56. “What’s the
ROI of your
mother???”

57. “What’s the
ROI of putting
your pants
on?”

58. The Pillar Summit
Professional Community Management
Precision is the
enemy

59. The Pillar Summit
Professional Community Management
Calculating ROI
• Increased retention (keep
existing customers)
• Increased repeat purchases
(people buy more)
• New sales leads
• New revenue opportunities
• Recruitment
• Feedback/Innovation
• Reduced marketing costs
• Reduced customer service costs
• Internal: Productivity
• Internal: Decreased turnover
• Non-profit: Mission fulfilment

60. The Pillar Summit
Professional Community Management
Measure a sample of members...
...multiply by the number of members
this sample represents

61. The Pillar Summit
Professional Community Management
Questions?

62. The Pillar Summit
Professional Community Management
The Pillar Summit Professional
Community Management Course
• Registration ends May
21st
• 3 modules of 6 weeks
• £800 GBP per module
• £2000 GBP for all 3
modules
• Includes all resources
• Great testimonials
• Payment plans
• www.pillarsummit.com/registrati
on

63. The Pillar Summit
Professional Community Management