Rachel Happe, Principle and Co-Founder of The Community Roundtable, presented ideas about the value of and executing benchmarking for your community at The specified item was not found.. I hope you find my notes from this session helpful!
The Value of Benchmarking:
- Focuses the conversation (in order to obtain the budget to be successful)
- Injects Unbiased Perspective
- Enables Confident Decision Making (execs don't know if they're gambling or investing in something worthwhile)
What do you benchmark? Not ROI. Behavior change drives output/ROI.
- What is the behavior you're trying to change?
- Baseline what the behavior is in the old systems. If you don't do this you don't know if your changes are successful.
- Compare to yourself (month over month, across your communities, etc) or to other organization's community benchmarks.
Make sure you do blind benchmarking - don't let your plans influence your data. Also, benchmarking will show you broad trends of where you are now and where you could be headed. Build processes for repeatable results...enter the community roadmap.
When The Community Roundtable looked at the best-in-class communities 100% had community strategies and 76% have community road-maps.
48% of average communities can measure their value, while 85% of best-in-class communities can measure their value.
The Community Maturity Model was created to frame the problem set and can be used as a guide to understand what the component pieces are of a good community management program. The CMM can be used as a checklist to work through to cover all your bases.
Working through your road-map is very powerful to be aligned with your stakeholders across every initiative you want to launch within your community.
It's very important to start as you mean to continue. If you want your community to do a certain action, start there and continue to reinforce that behavior. When you open up your community to others, people will see the normal behavior and they will conform to it. If you scale first and then change your behavior, you won't get the results as fast, and this behavior change is what's going to affect your ROI.
What are your community members doing today, and what do you want them to do in the future?
Behavior change that you show in reports is something that really relates to executives, it's a great narrative and brings meaning to what you're trying to achieve.
You must have a community manager in place, without one, you're not going to see the benefits/results you're looking for.
A keystone tactic for any community is asking good, specific questions. Use the Answered Questions report in Jive to see how healthy your community is and how you can make it better.
It's good to track month over month as this will give you the right lens to track progress, as behavior change happens too slow week over week.
- Make sure to come to the Evening Networking Event at JiveWorld to obtain the latest research released by The Community Roundtable about community manager salaries!
- This video and slides will be available to you shortly after JiveWorld. Look for those soon!
- Also, what did I miss during Rachel's fast-paced, info-rich presentation? Please feel free to share your thoughts in the comments below.