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8/14/2019 ASAE Keynote "Engaging Community" (Expanded Version)
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Engaging CommunityIn The Groundswell
Charlene Li
Altimeter Group
August 17, 2009
For slides, send an email to
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What engagement often looks like today
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Meet Dave Carroll
Source: davecarrollmusic.com
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Technologies can be confusing
Source: Wordle.net
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Its about the relationship
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Always start with Learn
Learn
Dialog
Help
Innovate
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Learn with monitoring tools
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Radian6 enables learning organizations
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Dialog with your community
Learn
Dialog
Help
Innovate
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How do you join a conversation?
Source: http://www.flickr.com/photos/asaecenter
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Curators
Producers
Commenters
Sharers
Watchers
The Engagement Pyramid
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AMA encourage sharing
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NAA dialogs with members via a blog
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http://www.naahq.org/blog
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And whereever members may be
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And on three Twitter accounts
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Red Cross engages in many channels
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21 Chapter blogs so far
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Social Media handbook/policies help
keep order
http://sites.google.com/site/wharman/social-media-strategy-handbook
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Provides training for Red Crossers
http://sites.google.com/site/wharman/social-media-strategy-handbook
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Red Cross engages fans too
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Help your members support each other
Learn
Dialog
Help
Innovate
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IEEE supports members
support each other
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ALA uses private communities to help
62,000+members
1,300+ groups
http://connect.ala.org/
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Goals define your strategy
Learn
Dialog
Help
Innovate
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Starbucks innovates across the organization
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Getting started
We dont have the time,money, or people.
People will abuse it.
Our boards/volunteers areshort-term focused.
IT/Legal wont let us.
Im afraid of losing control.
Whats stopping you?
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Audience
#2Start small, start now
GoalRevolutionary
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Deal with different mindsets
Fearful
Skeptic
Cautious
Tester
Realist
Optimist
Transparent
Evangelist
Find the moments of truth andmoments of crisis for each mindset
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#3Measure the right things
Your goalsdetermine your
metrics
Use the same
metrics as yourstrategic goals
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Example micro metrics
Goal Metric Value
Learn # of customerfeedback
Impact of faster,better insights
Dialog # of comments# of referrals
Greater loyaltyFaster, more closes
Help # of issues addressed Increased satisfactionInnovate # of implemented
ideasFaster development
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Higher order metrics to consider
How likely are you torecommend this to someone
you know?
Net Promoter Score
Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)
Lifetime Value
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#4 Fail fast, fail smart
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Identify the top 5-10 worstcase scenarios.
Develop mitigation andcontingency plans.
Prepare everyone for theinevitable mistakes.
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Wal-mart failed many, many times
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Buyer blog hit the right note
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#5 Give up the need to be in control
Photo: Kantor, http://www.flickr.com/photos/kantor
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Deciding how open to be
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Your goals
Youraudiences
needs
Thecompetition
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Summary
Focus on the relationships,not the technologies
Start by learning from the conversations
Foster the right amount of openness in yourorganization
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ThankYou
Charlene LiAltimeter Group
Twitter: @charleneli
For slides, send an email [email protected]
Copyright 2009 Altimeter Group43