Community Metrics are a Trojan Horse for Real Relationships

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
  2. Inc. = $$$$ @mbbroberg

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

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

  5. Inc. = $$$$ $$$$ ENGINEERING MARKETING SUPPORT COMMUNITY SALES $$$$

    Products @mbbroberg
  6. $$$$ ENGINEERING MARKETING SUPPORT SALES $$$$ $$$$ Products Leads @mbbroberg

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

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

    Loyalty @mbbroberg Hugs COMMUNITY Inc. = $$$$ More Hugs
  9. @mbbroberg image credit

  10. Team Brain Team Gut @mbbroberg

  11. Team Brain Team Gut Talks in: • Tally marks •

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

    Tally marks • Pie charts Talks in: • Energy • Absolutes
  13. Know how to engage @mbbroberg

  14. Know right from wrong @mbbroberg

  15. What’s best for the community @mbbroberg

  16. Accounting for cost @mbbroberg

  17. Calculating ROI @mbbroberg

  18. Why are we spending $? @mbbroberg

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

  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
  21. “ROI on Stickers” really means “I think your work is

    bullshit” @mbbroberg image credit
  22. Measure all the things! @mbbroberg

  23. Speaking the same language @mbbroberg

  24. More objective @mbbroberg

  25. counting peanuts instead of building community @mbbroberg

  26. watching instead of being @mbbroberg

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

  28. What’s worth measuring? @mbbroberg /

  29. Recruiting Customers Retention Marketing Product @mbbroberg / Lead Qualification Brand

    Awareness Content Creation Product Feedback Code Contribution Documentation
  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
  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
  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
  33. MEASURE ONLY WHAT YOUR BUSINESS VALUES @mbbroberg image credit

  34. The minute we choose to measure we are choosing to

    aspire to it @mbbroberg image credit
  35. AND Communities Need @mbbroberg

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

    @mbbroberg
  37. Measure Wisely To protect your community @mbbroberg

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

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

  40. COMMUNITY DOES NOT LEAD TO REVENUE @mbbroberg But it’s so

    often the best way to get there
  41. Be Relevant @mbbroberg

  42. Matt Broberg @mbbroberg Happy Measuring!