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!