The promise of social media has not been realized. Social media is no longer a place of deep engagement, it's optimized to share content – increasingly paid content. No longer can brands – big & small, use their social efforts to meaningfully connect & converse with their audience. Social media is increasingly social advertising – and risks chasing away the very audience with whom you hope to connect. What’s the alternative? Creating communities where your audience can easily interact & you determine the rules of engagement. Communities are the all mighty duct tape – connecting individuals, building new relationships & strengthening existing ones.
In this session Rachel shared:
- The difference in engagement & results between social media & community approaches
- Ways to shift your engagement from light exchanges around content to deep exchanges reflecting your brand promise
-Frameworks & strategies to engage your customers & prospects to increase your brand presence & sentiment
3. #INBOUND16@rhappe
The average organic reach for posts
from Facebook in March 2015
according to social analytics and reporting firm Locowise
2.6% Organic Reach
12. #INBOUND16@rhappe
ENGAGEMENT IS
NOT ONE THING
Community managers have
developed a more sophisticated
understanding of engagement –
and know it is a spectrum of
behaviors
14. #INBOUND16@rhappe
Community managers have cracked the engagement
code by creating context and trusted cultures
90%
67%
50%
43%
9%
15%
23%
26%
1%
18%
27%
31%
0 0.2 0.4 0.6 0.8 1
Neilsen 'Rule'
All Communities
Excluding Inactives
Best-in-Class
Lurkers Contributors Creators
The Stateof Community Management2016,
The Community Roundtable
24. #INBOUND16@rhappe
#4: Engage strategically to trigger valuable behaviors
Trigger
Action
Reward/Outcome
From Charles Duhigg, The Power of Habit
Add a
trigger?
Redirect people
after an existing
trigger?
Model a better
action?
Recognize &
highlight desired
behavior
27. #INBOUND16@rhappe
“IF YOU CAN'T
MEASURE IT, YOU
CAN'T IMPROVE IT.”
- PETER DUCKER
To change the conversation, you
need to first change what you
measure so you can see the
opportunity.
29. #INBOUND16@rhappe
Measuring higher value engagement will shift
your management approach
5 Data Points:
1. Number of answers
2. Number of searches
3. Percent of successfulsearches
4. Financial value of an answered
question
5. Cost of the community program
Calculation:
1. Value of Answers:Answers * Value of Answer
2. Networked Value of Answers: (Searches * %
Successful)* Value of Answer
((Value of Answers + Networked Value of Answers) -
Program cost)
____________________________________
Program cost
TheCR’s EngagementROI Model
30. #INBOUND16@rhappe
Show how communities deliver
profitability
Initial Trigger/
Point of Need
Salesperson
Engaged
Initial Trigger/
Point of Need
Salesperson
Engaged
90 Days 20 Days
Conversion/
Completion
Conversion/
Completion
120 Days20 Days
Content Consumption
Community Q&A
One-to-One Q&A
$500 cost/question
$50 cost/question
$500 value/question
$500 value/question
$5 cost/question
$20 value/question
$3,005 cost
$3,060 value
$1,760 cost
$4,040 value
20%+ shorter
cycle time
Traditional
Process
Community-
enabled
Process
31. #INBOUND16
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
TheCR Academy
Community Performance Benchmarks
and
Community Readiness Audits
Advisory Services
www.communityroundtable.com
Membership