ASAE Keynote "Engaging Community" (Expanded Version)

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

[email protected]


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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

[email protected]

Twitter: @charleneli

For slides, send an email [email protected]

Copyright 2009 Altimeter Group43

ASAE Keynote "Engaging Community" (Expanded Version)

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