Community Metrics are a Trojan Horse for Real Relationships

If you’re lucky, you’re part of a company that invests (headcount and budget) in community building. If you’re very lucky, no one questions your purchasing of stickers or your trips to conferences. At some point, though, someone does. It’s from here that opinion forks into two camps. There are those who measure Community and those who refuse to do so. There is no middle group found in the mainstream media. You’re either Data Driven or Gut Driven. I’m going to argue in favor of being Data Driven, but it will not be for the numbers. It’s about the people and it’s about building a community that can survive in the long run inside a corporation.

Talk at Community Leadership Summit 2017 - http://www.communityleadershipsummit.com/schedule/

Transcript

1. Metrics as a Trojan Horse
   for Real Relationships
   by Matt Broberg
   image credit
   

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2. Inc. = $$$$
   @mbbroberg
   

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3. Inc. = $$$$
   ENGINEERING MARKETING SUPPORT COMMUNITY
   SALES
   @mbbroberg
   

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4. Inc. = $$$$
   ENGINEERING MARKETING SUPPORT COMMUNITY
   SALES
   $$$$
   @mbbroberg
   

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5. Inc. = $$$$
   $$$$
   ENGINEERING MARKETING SUPPORT COMMUNITY
   SALES
   $$$$ Products
   @mbbroberg
   

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6. $$$$
   ENGINEERING MARKETING SUPPORT
   SALES
   $$$$
   $$$$ Products Leads
   @mbbroberg
   COMMUNITY
   Inc. = $$$$
   

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7. $$$$
   ENGINEERING MARKETING SUPPORT
   SALES
   $$$$ $$$$
   $$$$ Products Leads Loyalty
   @mbbroberg
   COMMUNITY
   Inc. = $$$$
   

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8. $$$$
   ENGINEERING MARKETING SUPPORT
   SALES
   $$$$ $$$$
   $$$$ Products Leads Loyalty
   @mbbroberg
   Hugs
   COMMUNITY
   Inc. = $$$$
   More Hugs
   

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9. @mbbroberg
   image credit
   

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10. Team Brain Team Gut
    @mbbroberg
    

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11. Team Brain Team Gut
    Talks in:
    • Tally marks
    • Pie charts
    Talks in:
    • Energy
    • Absolutes
    @mbbroberg
    

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12. Team Brain Team Gut
    PRO
    AGAINST
    @mbbroberg
    Talks in:
    • Tally marks
    • Pie charts
    Talks in:
    • Energy
    • Absolutes
    

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13. Know how to engage
    @mbbroberg
    

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14. Know right from wrong
    @mbbroberg
    

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15. What’s best for the community
    @mbbroberg
    

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16. Accounting for cost
    @mbbroberg
    

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17. Calculating ROI
    @mbbroberg
    

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18. Why are we spending $?
    @mbbroberg
    

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19. What’s the ROI on Stickers?
    @mbbroberg
    

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20. Bulk order of 1,000 stickers costs $347
    Based on exposure there’s a 1/10 “usage” of stickers
    Say 1/100 people are speakers
    Get a sticker on a speaker’s laptop?
    Say they speak at 10 conferences a year.
    Average audience size of 1000.
    Assume 50% recorded with 5x people watching online.
    35,000 views in a year.
    Get a keynote speaker?
    Average audience size of 10,000.
    350,000 views in a year.
    Cost per sticker = $0.35
    Cost per view = between $0.01-0.001
    @mbbroberg
    Cost to produce a piece of content
    that gets 35,000 views?
    1 week of employee ($100,000 a
    year) is $1,923.
    Cost to product a piece of content
    that gets 350,000 views?
    2 weeks of 2 employee ($100,000 a
    year) is $7,692.
    Cost per view = between $0.05-
    0.076
    Aside – ROI of a Sticker
    Stickers offer between
    5x and 76x greater return
    

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21. “ROI on Stickers”
    really means
    “I think your work is bullshit”
    @mbbroberg image credit
    

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22. Measure all the things!
    @mbbroberg
    

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23. Speaking the same language
    @mbbroberg
    

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24. More objective
    @mbbroberg
    

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25. counting peanuts instead of
    building community
    @mbbroberg
    

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26. watching instead of being
    @mbbroberg
    

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27. Spreadsheet with 15 Tabs
    100s of measurements
    0 value
    

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28. What’s worth measuring?
    @mbbroberg
    /
    

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29. Recruiting
    Customers Retention
    Marketing Product
    @mbbroberg
    /
    Lead Qualification
    Brand Awareness
    Content Creation
    Product Feedback
    Code Contribution
    Documentation
    

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30. # of Recruits
    List of Anecdotes
    Product
    @mbbroberg
    /
    # of Warm Leads
    # of Advocacy
    Time To Resolution
    % of Issues closed
    # of Pull Requests
    % of Qs answered
    % of Share of Voice
    % of Revenue w/Touchpoints
    Marketing
    

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31. User opened a GitHub Issue
    Spoke with her on Slack
    Helped her resolve the issue on Zoom
    She commit the bug fix back to repo
    Now she’s helped 5 others on mailing list
    @mbbroberg
    /
    Marketing Product
    image credit
    

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32. • EMC
    • Aligned to Press and Analyst Relations measurement of success: Share of Voice
    • Optimized for Share of Voice during launches and events
    • Told the story as Planned and Organic Engagement
    • Resulted in significant funding
    • Infinio
    • Found value in TTR (time to resolution) of a support issue
    • Setup Slack channels that dropped the time between a Sales demo issue and a product fix
    • Basho
    • Setup a program to target 100% answer rate on user mailing lists
    • Focused on community members helping community members
    • Went from variable to consistently near 100%
    • Business wanted Sales introductions to potential leads
    • Ran meetups focused on new users
    • Introduced Sales person as point of contact if interested in learning more
    Aside – Successes in Measuring
    @mbbroberg
    

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33. MEASURE ONLY WHAT
    YOUR BUSINESS VALUES
    @mbbroberg image credit
    

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34. The minute we choose to measure
    we are choosing to aspire to it
    @mbbroberg image credit
    

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35. AND
    Communities Need
    @mbbroberg
    

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36. Listen To Your Gut
    You already know what to do
    @mbbroberg
    

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37. Measure Wisely
    To protect your community
    @mbbroberg
    

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38. Not asked for ROI on Community?
    Cool! I guarantee someone is.
    @mbbroberg
    

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39. Because Community
    doesn’t org chart good
    @mbbroberg
    

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40. COMMUNITY DOES NOT LEAD TO REVENUE
    @mbbroberg
    But it’s so often the best way to get there
    

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41. Be Relevant
    @mbbroberg
    

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42. Matt Broberg
    @mbbroberg
    Happy Measuring!
    

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