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#INBOUND16
SOCIAL MEDIA IS
BROKEN
Community is your Duct Tape
Rachel Happe
Co-Founder & Principal, The Community Roundtable
#INBOUND16@rhappe
SOCIAL MEDIA
IS BROKEN
Digital culture has run amok –
and is filled with bullying, racism,
misogyny and hate….
… and has awful real world
consequences
#INBOUND16@rhappe
The average organic reach for posts
from Facebook in March 2015
according to social analytics and reporting firm Locowise
2.6% Organic Reach
#INBOUND16@rhappe
https://www.flickr.com/photos/gagilas/8425681174/
Social Media is on Black Ice:
The business model conflicts with the engagement model
#INBOUND16@rhappe5
Individuals are drowning in content…
#INBOUND16@rhappe
…creating cognitive shock and increasing anxiety,
depression & anger
#INBOUND16@rhappe
What Happened?
https://www.flickr.com/photos/brenfin/4148149061/
#INBOUND16@rhappe
We’ve focused on what is easy, not
necessarily what is meaningful
#INBOUND16@rhappe
And we’ve assumed all engagement is the same
IT’S EITHER
ON… OR OFF
#INBOUND16@rhappe
But all engagement is NOT the same
#INBOUND16@rhappe
… click throughs? site traffic?
ENGAGEMENT IS…
#INBOUND16@rhappe
ENGAGEMENT IS
NOT ONE THING
Community managers have
developed a more sophisticated
understanding of engagement –
and know it is a spectrum of
behaviors
#INBOUND16@rhappe
Engagement is a spectrum of behaviors
#INBOUND16@rhappe
Community managers have cracked the engagement
code by creating context and trusted cultures
90%
67%
50%
43%
9%
15%
23%
26%
1%
18%
27%
31%
0 0.2 0.4 0.6 0.8 1
Neilsen 'Rule'
All Communities
Excluding Inactives
Best-in-Class
Lurkers Contributors Creators
The Stateof Community Management2016,
The Community Roundtable
#INBOUND16@rhappe
What’s the Secret?
#INBOUND16@rhappe
Architecting environments that make desired
behaviors easy & rewarded
#INBOUND16@rhappe
Designing for value
Technology
Community
management
Desired
behavior
#INBOUND16@rhappe
Ensuring safety and enforcement of abuse
#INBOUND16@rhappe
Orchestrating member collisions – and relationships
#INBOUND16@rhappe
Community management: Getting
what you want without telling
people what to do
5 Secrets of
Community
#INBOUND16@rhappe
#1: Define shared purpose AND shared value
Organizational
Objectives
Member
Objectives
Shared Purpose
Shared Value
#INBOUND16@rhappe
#2: Build win-win-win advocacy partnerships
#INBOUND16@rhappe
#3: Deliver strategically curated content & programming
Content&channel
Optimally&
engaged
Land&of&1,000&
Flowers
Ghost&town
Member&contributions
Organizational&contributions
#INBOUND16@rhappe
#4: Engage strategically to trigger valuable behaviors
Trigger
Action
Reward/Outcome
From Charles Duhigg, The Power of Habit
Add a
trigger?
Redirect people
after an existing
trigger?
Model a better
action?
Recognize &
highlight desired
behavior
#INBOUND16@rhappe
#5: Measure what matters: Behavior
#INBOUND16@rhappe
Where do I start?
#INBOUND16@rhappe
“IF YOU CAN'T
MEASURE IT, YOU
CAN'T IMPROVE IT.”
- PETER DUCKER
To change the conversation, you
need to first change what you
measure so you can see the
opportunity.
#INBOUND16@rhappe
Define the value of each type of engagement
#INBOUND16@rhappe
Measuring higher value engagement will shift
your management approach
5 Data Points:
1. Number of answers
2. Number of searches
3. Percent of successfulsearches
4. Financial value of an answered
question
5. Cost of the community program
Calculation:
1. Value of Answers:Answers * Value of Answer
2. Networked Value of Answers: (Searches * %
Successful)* Value of Answer
((Value of Answers + Networked Value of Answers) -
Program cost)
____________________________________
Program cost
TheCR’s EngagementROI Model
#INBOUND16@rhappe
Show how communities deliver
profitability
Initial	Trigger/	
Point	of	Need
Salesperson	
Engaged
Initial	Trigger/	
Point	of	Need
Salesperson	
Engaged
90	Days 20	Days
Conversion/	
Completion
Conversion/	
Completion
120	Days20	Days
Content	Consumption
Community	Q&A
One-to-One	Q&A
$500	cost/question
$50	cost/question
$500	value/question
$500	value/question
$5	cost/question
$20	value/question
$3,005	cost
$3,060	value
$1,760	cost
$4,040	value
20%+	shorter	
cycle	time
Traditional
Process
Community-
enabled
Process
#INBOUND16
About The Community Roundtable
At the Community Roundtable, we collaborate
with clients to implement proven, practical
strategies for better communities.
Clients rely on our models, research, and peer
networks to take their communities to the next
level.
Research
TheCR Academy
Community Performance Benchmarks
and
Community Readiness Audits
Advisory Services
www.communityroundtable.com
Membership
#INBOUND16@rhappe
THANK YOU.
Rachel Happe
@rhappe
rachel@communityroundtable.com

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