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Communities in 2016: Quantifying the Value of Community

May 23, 2016 By Jim Storer

By Rachel Happe, Co-founder and Principal, The Community Roundtable.

It’s an exciting time to be in the community field. In the past couple of years, communities have SOCM 2016 Cover with Shadow Finalgained the executive spotlight. It’s currently shining pretty brightly. But the spotlight brings its own challenges and pressures. There are more vendors, a wider range of understanding and expectations, and more pressure to produce and articulate value. That is at best stressful and distracting, and at worst it can undermine existing efforts to cover the basics.

In short – you may need shades.

It’s time to prove we deserve that attention and can deliver on the promise of a community approach. We have to tell the stories of our community value and articulate the resources we need to get there. We are at an inflection point, and it’s a challenging time to be a community program owner. As with any inflection point, chaos comes before consolidation around the new normal.

The good news? Executives are excited about the potential of communities and community management skills are in demand.

The bad news? All the attention and expectations can distract us from the things that have made us successful so far, and at the same time, we need to learn new lessons in scaling. Budgets are growing, but they are not keeping pace with the demand for our time, which is our scarcest resource.

Why is this all happening now?

  • Community leaders have done a great job communicating the potential of communities and demonstrating they can deliver high engagement rates.
  • Social media value is crumbling as social networks turn into social ad platforms. While they do deliver value, they have not fulfilled their potential for deep engagement.
  • Organizations need to adapt to the pace of change and innovation is a strategic priority. Communities are the most effective way to deliver agile learning and change.

It’s rocky out there because a lot of people are feeling unsettled and there is no clear, correct path to changing our organizations. In the current environment, it’s easy to question or second guess ourselves, but one thing I feel strongly about is this: a community approach can help navigate RachelHappe_Letterhead_Image_Templatethese issues in a way that brings along customers, prospects and employees. It is the best way, and maybe the only way, to keep our organizations in sync with themselves and with their markets.

As community professionals, we need to keep our focus on the fundamentals and continue to reinforce value and success:

  1. Don’t lose sight of the basics.
  2. Continue the dialog with those that can benefit from your community.
  3. Develop an ROI model: define the specific business value that is generated from the community.

The 2016 State of Community Management report is a great opportunity to sit back and take perspective on where communities are going, where your organization is headed and how you can deliver on the promise of community.

Also a big thank you to Higher Logic, who supported this important work. For those of you interested in highlights, join us for a webinar on Wednesday, May 25th at 2pm ET.

Community Webinar

Three Community Myths Busted – Goodbye 90-9-1 Rule

May 9, 2016 By Ted McEnroe

By Ted McEnroe, Director of Research and Training, The Community Roundtable
SOC

We talk a lot about 2016 being the seventh edition of The State of Community Management- and it is worth noting. The field of community management has changed remarkably in those seven years – while communities have been around forever, the way we look at them strategically has undergone a radical and beneficial transformation.

And our research has changed as well – from an examination of best practices collected anecdotally, to a longitudinal study of communities, to a more thorough examination of the strategies, operations and tactics that separate successful communities from others – and take into account the time, resources and human effort to make communities successful.

Along the way, we continue to bust myths and assumptions about community that have been holding us back. That trend continues in 2016 – as you’ll see when this year’s full report comes out next month.SOCM2016_BlogPost_May9

Myth: The 90–9–1 rule – just one percent of members of a community are truly engaged,while 90 percent lurk.

Reality: More like 55–25–20.

Communities are complex organisms, and really, no one “rule” will define engagement percentages for every community. But consistently over the past three years, our research has found that engagement levels in communities are consistently higher than the old assumption.

That’s not to say there aren’t big, external (usually) communities that aren’t 90–9–1. And whether you count inactive but registered members, how you set up the community permissions and other items can have an effect on your numbers. But when you normalize for members who log into a community during a given month – you’re more likely to find that a sizable minority are posting, commenting, creating, liking, sharing and collaborating.

Members are not sitting, watching and listening. They’re getting up and dancing.

SOCM2016_BlogQuote_May9_2Myth: Getting the CEO engaged in the community is vital for community success.

Reality: While CEO engagement is a really nice-to-have and worth pursuing, operational leaders can have powerful impact, too.

Look, there’s no question that executive engagement is a critical element of community success. But we’ve become much more sophisticated in our understanding of executives and how they connect with community. Turns out, they’re kind of like everyone else. About 40–45% of C-level executives engage in communities in some form. (Look familiar? That’s about the same percentage of “active” members in a community as a whole.) A much smaller percentage make the full transition from outsider to socially-engaged executive – but we’ve held a myth that getting the C-level there was vital for community success.

Instead, we’re seeing something more subtle. Our best-in-class communities do have more engaged C-suites than their peers. But where they really outshine the rest is at lower levels. Their subject matter experts and directors are much more likely to be engaged.

The lesson? Work on the C-suite, and at a minimum, make sure they understand the power of community. But don’t expect/count on miracles, and cast a wide net for managerial engagement.

SOCM2016_BlogQuote_May9_3Myth: External community managers can’t learn from internal communities,and vice versa.

Reality: You have a lot more in common than you think.

Every community is different – but the data shows that communities with different use cases face similar challenges, and use the same community management strategies, operations and tactics to achieve success.

In the engagement and leadership pieces above – the data for internal and external communities (if you normalize for the differences in inactives) are basically the same. The best communities in internal and external use cases are about equally likely to have an approved strategy, a dedicated budget, a resourced roadmap, full-time community management, and so on.

That’s not to say that they are identical. In fact, one of the reasons I am so excited that we received such strong participation in the 2016 survey is that we will be able to, for the first time, explore the differences between communities within more specific subgroups and see the subtle differences in practice that make each case different.

But the data has shown, and will do so again this year, that your peers aren’t just the other community managers in organizations that look just like yours. And that broadens the opportunity to learn.

 

 

Are you a member of TheCR Network? Download the research inside the Network here.

How do community managers spend their days? An SOCM2016 Preview

May 2, 2016 By Ted McEnroe

By Ted McEnroe, Director of Research and Training, The Community Roundtable

“How we spend our days, of course, is how we spend our lives.”

-Annie Dillard

calendar-checkmark-sobor-monitoring-vrcAsk an overworked community manager what they wish they had more of – and you’re likely to get one of two answers: resources or time. How a community pro spends his or her time matters greatly to their communities, but how much? We asked our participants to share how they and their teams spent their time – and saw some interesting trends.

More advanced community managers emphasize content less, and strategic and business matters more, than their peers.

There was an interesting shift as we looked at communities across our community maturity scoring. Community managers in less mature communities said content skills were most important for them. But those in more mature communities highlighted strategic and business skills. (Everyone said engagement was at or near the top of their skill priority list.)

Despite that, engagement and content take up the majority of community professionals’ time.

Even in more advanced communities, community professionals still have content and engagement on their plates a majority of the time. The difference, though, is that more advanced communities typically put more emphasis on creating engagement – items like planning programs, asking questions and connecting members, rather than creating content for the community.

What goes on in the community platform is just half the job.

In the past, we’ve talked about the iceberg effect of community management – and the data this year drives that home. The average community manager in this year’s survey spent slightly over half their community time working within their community platform, and the rest connecting with the community on email, on the phone, and in person.

Blog Quote SOCM 2016 1Of course, “in the platform” does not equate to “visible in the community”, either – a reminder again both that much of your important work can go unseen by members, and that “working out loud” is a great way to bring visibility to work (yours and others’) that makes a robust community possible.

One other note – community managers in best-in-class (The top 20% highest scoring) communities divided their time almost exactly the same ways as the average among platforms. It’s not where you spend your days that determines your community success. It’s strategically leveraging that time to meet your community goals.

We hope you’ll set aside some time for The State of Community Management 2016. It’s set to come out on May 18! Want to be notified when the SOCM 2016 is released? Sign up below!

(Are you a member of TheCR Network? As always the research will be available for direct download inside the Network immediately upon release – no need to sign up here!)

Three engines of powerful communities

February 29, 2016 By Ted McEnroe

The State of Community Management 2016 survey is open until March 18. We need you, but we’re already seeing results that could fundamentally shift your community plans.

By Ted McEnroe, Director of Research and Training

SOCM2016 Draft Cover ShadowWe’re a little over halfway into the SOCM 2016 survey period, and have a little more than half of the survey total I really want to see for this year’s research. But even so, just going through the early data – there is so much here that I can’t wait to share.

So here’s a little taste – and a call to action. The data is awesome, but a bigger dataset will make a huge difference, and I guarantee, those who take the survey get 10x the value out of the report this spring.

So, who’s taken it so far?

About 40 percent of those who have taken the survey classify themselves as working in the high tech/telecom/software sector. That makes for a robust sector that we can really dig into in our results.

Everyone else – we need you. We need to double or triple the number of responses in the media/entertainment, nonprofit, business/legal/professional and health care sectors to get a big enough segment to dig into. And seeing into how these more “traditional” sectors handle communities is a fascinating window into how customer and worker relationships are changing.

And a note for community vendors. You have a great opportunity for a third-party view of communities on your platforms as a group. Don’t miss it. Right now, a hat tip to Jive for providing 25 percent of our respondents. Everyone else? Get the word out to your customers about the survey – and the opportunity for them to get their free community evaluation scores.

The divide among Top 10 community platform vendors at the moment is below.

Vendors

Now, on to the data!

Three emerging engines of powerful communitiesengine

1. The power of documenting value.

We asked this year if people had defined the value of the community for the organization, the member and the “shared value” of the community – what matters to both sides.

The statements themselves were a mixed bag, but the results are remarkable. Defining value helps focus your efforts, and communities that have done it are more mature across the board than those who have not.

2. The power of the feedback loop.

A new question this year, inspired by members of our State of Community Management working group in TheCR Network, has asked about the ways communities receive member feedback. The data is incomplete, but the trend is that communities that provide a formal feedback process score more highly across the board than their peers.

3. The power of programs.

We talk often that community content and community programs are two sides of the same coin. Good content brings people into community, but programs create opportunities for “member collisions,” where they can share and interact. So far, the proof is in the engagement numbers. Communities with robust, integrated programming calendars have far better engagement than their peers.

Oh, and for the fourth straight year, we can again say the 90–9–1 rule of community is dead. Very very dead.

SOCM2016_GetStarted_BadgeThe survey is open through March 18, and we need your data today.

If you aren’t taken it, please do. For you and for us.

If you have taken it, get a friend or two to take it.

Oh, and one more thing.

Community professionals are charitably-minded

We decided this year it would be a nice thing to offer a $5 coffee gift card to folks in exchange for their time. The nice thing? The majority of respondents would rather give food to those in need than grab a latte and scone. 56% of respondents so far have chosen donations to No Kid Hungry/Save Our Strength over a Starbucks or Dunkin’ Donuts gift card.

Your data can make that check bigger, too!

take the survey button

Community Manager Essentials

February 26, 2016 By Jim Storer

By Shannon Abram, Director of Marketing at The Community Roundtable.

The 7th annual State of Community Management research survey continues! We are in the back 9 of the research phase – and we need your help!

Have 20 minutes? START THE SURVEY HEREtake the survey button

As a thank you for every participants time their next coffee is on us or you can donate $5 to No Kid Hungry/Share Our Strength.

As a surprise to all participants we are giving away a weekly community prizeCMGR Essentialspack every Friday for the duration of the survey period (eight weeks!) This week’s prize is of four things we consider to be community manager essentials:

  • Our favorite felt tips pens for color coding content calendars, taking notes and doodling “I ♥  CMGRs” in your notebook
  • A giant Nalgene so you can stay hydrated while battling trolls
  • An extra set of earbuds for blasting tunes or chatting with your moderators
  • A drink warmer for those times you for make a cup of coffee and then get distracted – at least that coffee will stay warm!

This week’s winner is Erika Kuhl from Salesforce!! Congrats, Erika!

If you didn’t win, don’t worry – take the survey you’ll be entered to win every Frida until the survey closes! Next week we’ll be giving away a “CMGR Book Club prize pack” including a copies of some of our favorite community building books.

Don’t forget to share the survey with community friends and colleagues – the grand prize is $1 for every survey participant – help us give you the best prize possible and collect the most comprehensive community data in the world! Share the survey: https://the.cr/socm2016survey

Things We are Reading This Week

Three truths of successful communities – the SOCM2014 in review

Proving Your Value as a Community Professional

TheCR Network Sneak Peek: February 2016

Develop Your Networked Business Pilot in Less Than an Hour: Worksheet

10 rules for a better conversation

New Community Management and Social Media Jobs

  1. Online Community Manager – Denver Based Company – Englewood, CO
  2. Community Manager – Kcura – Chicago, IL
  3. Marketing Manager, Social Media – Twitch– San Francisco, CA
  4. Associate Community Manager – Skyword – Boston, MA
  5. Community Manager – Meredith – Entertainment and Media Industry – Arlington, VA
  6. Social Media Assistant – Bde – New York City, NY
  7. Community Manager, Hearthstone – Brazilian Portuguese – Blizzard Entertainment – Entertainment and Media Industry – Irvine, CA
  8. Community Manager, Hearthstone – Latin American Spanish – Blizzard Entertainment – Entertainment and Media Industry – Irvine, CA
  9. Community Manager – Spreecast– San Francisco, CA
  10. Social Media Community Manager – Buckle – Fashion Industry– Kearney, NE
  11. Community Manager, Overwatch – Blizzard Entertainment – Entertainment and Media Industry – Irvine, CA
  12. Community Manager – Twitter – Entertainment and Media Industry – San Francisco, CA
  13. Community Manager, Heroes of the Storm, Esports – Blizzard Entertainment – Entertainment and Media Industry – Irvine, CA
  14. Social Media Strategist Horizon Media – Entertainment and Media Industry – New York City, NY
  15. Community Manager, Research Center – Tribune Publishing – Entertainment and Media Industry – Orlando, FL
  16. Community Manager – PopCap (Contractor) (76783) – Electronic Arts – Entertainment and Media Industry – Seattle, WA
  17. Social Media Producer – Viacom – Entertainment and Media Industry – New York City, NY
  18. Community Manager – Yelp – Entertainment and Media Industry – Cleveland, OH
  19. Community Manager – Tribune Publishing – Entertainment and Media Industry – Orlando, FL

Five years later, these community management tips ring true – SOCM2011 in review

February 1, 2016 By Ted McEnroe

By Ted McEnroe, Director of Research and Training, The Community Roundtable

As you know if you have been keeping an eye on the community management space for awhile, The State of Community Management 2016 is not our first time at the community management research rodeo.

In fact, SOCM2016 is our seventh report – so we thought it might be valuable to revisit our past reports, and as it turns out, there’s a lot more to them than just an annual update of how communities are doing.

2011 State of Community ManagementSOCM2011: Defining the discipline of community management

After the release of an initial report in 2010 was well-received by community professionals, there was no doubt we would make it an annual event.

What makes the 2011 report worth a read five years later is the framework it lays out for defining community management as a strategic discipline, and laying out some of the powerful and sometimes painful lessons learned by pioneering community professionals in a number of organizations.

Driven by interviews with dozens of community managers, the report highlighted the growth of communities and confusion about how communities work in the enterprise. The quantitative survey noted the challenge of creating a more open culture and the powerful impact community management could have on a community.

Sound familiar?

Among the takeaways worth noting in this groundbreaking report:

Strategy:

  • Know your target member.
  • To build community, you need a garden, not a sandbox.
  • Community takes time.

Leadership:

  • Community management isn’t a role – it’s a perspective
  • Education is key to success
  • Listening is an invaluable business skill

Culture:

  • Establish behavior guidelines early
  • Focus on cooperative goals
  • Ask for the truth, even if it hurts

Community Management:

  • Do not jump in and automatically help out
  • Constructive conflict is required to innovate
  • Lead by example and show members how you want them to behave

Content and Programming:

  • Your content strategy needs to be focused on both your audience and your goals.
  • If your goal is engagement, ask great questions.
  • Set the tone. Consistency and cadence are critical.

Policies and Governance:

  • Policies are legal terms; guidelines express the culture you want to promote
  • Identify legal concerns early
  • Have an escalation plan before you need it

Tools:

  • Don’t feel you have to use every channel
  • Prepare your community for changes and explain the ‘why’.
  • Be aware of the grassroots efforts in your organization

Metrics and Measurement:

  • Use different metrics to serve the needs of different audiences
  • Using metrics to support a story maximizes impact
  • Community investments and results are offset – the ROI of community takes time

This exhaustive list is only part of what came out of the 2011 research, and many of these ideas are central to the development of TheCR and the field of community management in the years since.

It makes the State of Community Management 2011 a report worth picking up – because the best ideas for your community don’t have to be new. They just have to work.SOCM2016_GetStarted_Badge

 

Be a part of writing the next chapter in community management.

Take the State of Community Management 2016 survey now at https://communityroundtable.com/socm2016survey. 

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