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Social Media is Broken... Communities are Your Duct Tape

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

Social Media is Broken... Communities are Your Duct Tape

  1. 1. #INBOUND16 SOCIAL MEDIA IS BROKEN Community is your Duct Tape Rachel Happe Co-Founder & Principal, The Community Roundtable
  2. 2. #INBOUND16@rhappe SOCIAL MEDIA IS BROKEN Digital culture has run amok – and is filled with bullying, racism, misogyny and hate…. … and has awful real world consequences
  3. 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
  4. 4. #INBOUND16@rhappe Social Media is on Black Ice: The business model conflicts with the engagement model
  5. 5. #INBOUND16@rhappe5 Individuals are drowning in content…
  6. 6. #INBOUND16@rhappe …creating cognitive shock and increasing anxiety, depression & anger
  7. 7. #INBOUND16@rhappe What Happened?
  8. 8. #INBOUND16@rhappe We’ve focused on what is easy, not necessarily what is meaningful
  9. 9. #INBOUND16@rhappe And we’ve assumed all engagement is the same IT’S EITHER ON… OR OFF
  10. 10. #INBOUND16@rhappe But all engagement is NOT the same
  11. 11. #INBOUND16@rhappe … click throughs? site traffic? ENGAGEMENT IS…
  12. 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
  13. 13. #INBOUND16@rhappe Engagement is a spectrum of behaviors
  14. 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
  15. 15. #INBOUND16@rhappe What’s the Secret?
  16. 16. #INBOUND16@rhappe Architecting environments that make desired behaviors easy & rewarded
  17. 17. #INBOUND16@rhappe Designing for value Technology Community management Desired behavior
  18. 18. #INBOUND16@rhappe Ensuring safety and enforcement of abuse
  19. 19. #INBOUND16@rhappe Orchestrating member collisions – and relationships
  20. 20. #INBOUND16@rhappe Community management: Getting what you want without telling people what to do 5 Secrets of Community
  21. 21. #INBOUND16@rhappe #1: Define shared purpose AND shared value Organizational Objectives Member Objectives Shared Purpose Shared Value
  22. 22. #INBOUND16@rhappe #2: Build win-win-win advocacy partnerships
  23. 23. #INBOUND16@rhappe #3: Deliver strategically curated content & programming Content&channel Optimally& engaged Land&of&1,000& Flowers Ghost&town Member&contributions Organizational&contributions
  24. 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
  25. 25. #INBOUND16@rhappe #5: Measure what matters: Behavior
  26. 26. #INBOUND16@rhappe Where do I start?
  27. 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.
  28. 28. #INBOUND16@rhappe Define the value of each type of engagement
  29. 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. 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. 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 Membership
  32. 32. #INBOUND16@rhappe THANK YOU. Rachel Happe @rhappe