Understanding and Communicating Community Value

Understanding and Communicating Community Value

@BillJohnston
@BillJohnston
7 Followers
1 week ago 349

Understanding and Communicating Community Value

@BillJohnston1 week ago

Understanding and
Communicating Community
Value
Version 2.1 - Q2 2022
Bill Johnston
Founder & …
1/33
Table of Contents
Foreword 2
A Perspective on Community Value 3
A Personal Perspective 3
The Va…
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Foreword
Interest and investment in online (or virtual) communities is at an all-time high. Yet, w…
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A Perspective on Community Value
A Personal Perspective
I’ve worked with some form of community f…
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Keep in mind, the customer support scenario I describe above is arguably the most tested,
proven a…
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The Value of Networked Businesses & Connected Customer Experiences
Organizations have engaged in v…
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“Engaged consumers exhibit enhanced consumer loyalty, satisfaction, empowerment,
connection, emoti…
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Value to Members
One aspect of value creation that is surprisingly overlooked is the value created…
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“Think about what a community might look like if the host organization was actively refining
and e…
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● Develop community programs, goals and KPIs that tie to Business Unit goals and
objectives and ar…
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Understanding the Community Opportunity
In the last decade, many companies have come to understand…
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Key Questions:
● Number of distinct Customer Profiles (~Personas)
● Entire career journey, length…
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Key Questions:
● Complexity of product / services
● Effort required to attain skills / mastery
●…
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3. Total Addressable Community & Crowd
Lastly, back to the point made at the beginning of this sec…
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I advise an approach that considers the entire lifespan of customer relationships, the complexity
…
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Developing Community Strategy, Goals & Measurements
This section builds on the concepts outlined i…
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In our experience, the specific framework and labels matter less than these essential components
a…
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I’ve included two MURAL templates below (think virtual whiteboard) that can help guide strategy
wo…
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[TOOL] You can find a Google Slide deck with an editable version of the diagram above here.
A Rang…
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Goals for these different flavors of community can vary significantly, but regardless of the specif…
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Community Objective: Convert Z% in demographic from trial to subscription (via community)
Key Resu…
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Framing Goals: Reach, Participation and Impact
There are myriad ways to categorize goals and analy…
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© Copyright 2022 Structure3C - all rights reserved. Not for distribution 23
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Establishing SMART Goals
In establishing specific goals, we recommend adhering to the time-tested …
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● # Votes
● # of Original/Valuable Ideas
● # of Ideas Implemented
● # of mentions in press / onl…
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Promoting & Sustaining the Value of Community Across
the Organization
In many organizations, a co…
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Your definition should answer the following questions: Who are the members or
prospective members …
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Integrating Community Into the Fabric of the Business
To further illustrate the concept of value e…
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A Portfolio Approach: Balancing Investment and Performance
Two key themes in this report, as they …
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know to get to a relative financial impact vs other marketing spend. Doing A/B testing is the best
…
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Summary
Throughout this report, we’ve sought to document the current state and highlight future
p…
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Tools
These tools below are intended to be used in collaborative strategy sessions with community
…
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Thank You
I hope you find the report and tools helpful — if so, or if you would like to discuss th…
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