Community Metrics are a Trojan Horse for Real Relationships

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

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Inc. = $$$$ @mbbroberg

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

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

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

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

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

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

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@mbbroberg image credit

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Team Brain Team Gut @mbbroberg

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

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

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Know how to engage @mbbroberg

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Know right from wrong @mbbroberg

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What’s best for the community @mbbroberg

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Accounting for cost @mbbroberg

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Calculating ROI @mbbroberg

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Why are we spending $? @mbbroberg

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What’s the ROI on Stickers? @mbbroberg

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

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Measure all the things! @mbbroberg

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Speaking the same language @mbbroberg

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More objective @mbbroberg

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counting peanuts instead of building community @mbbroberg

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watching instead of being @mbbroberg

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Spreadsheet with 15 Tabs 100s of measurements 0 value

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What’s worth measuring? @mbbroberg /

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

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# 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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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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• 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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MEASURE ONLY WHAT YOUR BUSINESS VALUES @mbbroberg image credit

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

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AND Communities Need @mbbroberg

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

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Measure Wisely To protect your community @mbbroberg

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

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Because Community doesn’t org chart good @mbbroberg

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