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April 7, 2017 23:53
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Learn more about bidirectional Unicode charactersOriginal file line number Diff line number Diff line change @@ -0,0 +1,154 @@ Community Summit Data-Driven Community Management * Data-driven CM bores people * So let's talk about fire * Post-fire, they try to figure out why it happened * Can they improve anything? * Was it a crime? * If something can be improved, is that actually done? * Codified by Law Enforcement Assistance Administration * How to spot arson * Started seeing arson everywhere * Experimented: actually arson? * "Where does the fire begin?" * If fire begins where it normally doesn't, it's probably arson * But < 6% of the investigator could locate where the fire began * So much of what happens in fire investigation was unscientific * Started a forensic approach, very scientific, # of arsons reported dropped * How much of CM are things that work & how much is cargo culting? * We have not even begin to figure out the potential of our data * If you collect the data, does it affect what you do in your community? * Find CMs are great at measuring things but not at determining insights & taking action based on it * We could be doing so much more here * We collect as much data as possible, but don't use it to change what we're doing * Measurement isn't as important as how we're going to take the insights we have & improve the outcomes for our companies & communities * Good at * Seeing what's popular & doing more of that for their community * Most community engagement is more about the people using the game than the game itself * De-lurking the lurkers * How do get them participating * Study from IBM: "lurker to leader" * Used to believe this wasn't possible * Now finding there are systematic ways to do this * Avoid novelty ideas * "Lurker week" * Small bump in participation & no long-term effects * Interviewed lurkers * Have nothing to offer * Have no experience * Have no time * Don't want friends/boss/family to see it * Started making asking questions the most valuable thing people can do in a community * Started looking for questions rather than answers * Lurkers started participating a lot more, and for the long term * STRESS THE VALUE OF QUESTIONS & make it safe for people to ask them * How to get newcomers to participate actively * Lots of visitors & bouncers (1 in 1000 will become active) * How to fix this * Don't just drop people in: Laser-focused in the action * Don't just leave it up to them or to chance * Provide direction/funnel * Cohort/analysis tool in Google Analytics * Don't just optimise for the first week of participation * Easy to get them to participate once; hard to make them participate in the long term * Long-term engagement involves psychology * Social-identity theory * The more we feel a group is successful, the more we participate * Provide history, top members of the community, what it takes to participate * Context helps people feel engaged & stick around * Add some friction to the entry process * ask people what they're interested in & provide them interesting content at the very start * Automation rules * After you join, you get a message from the community * After 1 day, 1 week, 1 participation, etc * Use this to help bolster social identity * In technical communities, encourage newcomers to make their requests as possible * Increases newcomer participation due to increased responses to requests * Even one response increases chance of participation again to 45% from 16% * They find that top 20 discussions in a community consistently end up with 50% of the page views * SEO to make discussions easier to find * Merge the good discussions into one discussion (if relevant to each other) * Can promote them elsewhere (Quora, etc) * Spend as much time improving your best discussions as creating new ones * Very good way to get people engaged & actively participating * Big announcements…often fall flat * Hard to get people to engage with them * Sticky posts are where announcements go to die & emails don't get read * How do you get people to open & read any type of message? * People don't progress through communities like we think they do * For instance, they often don't start on the home page * Figure out where people enter, then how to make the most of those entry points to promote announcements * Side-bars on blogs, etc. * Go to where the audience actually is, don't assume where they'll be * Sense of community * Building this * People who believe & identify as a member of the community * We assume that this just happens & is emergent * Yes, it's important that it happens, but we can help it along * It can happen, but it often leads to participation inequality * Core group & others don't feel they can break in * Virtual Sense of Community survey (can find this on the net) * Will tell you what you need to do to improve the sense of community * Composition of sense of community * Membership: people can identify each other * Rituals w/in the group * Anything which makes people feel a connection with each other * Unique shared experiences * Stronger sense of community from sharing these * Common symbol systems * Forum system should reflect how the community speaks & engages * Don't force a structure on them which doesn't reflect how they think of things * Use the same language as your audience * Increase the sense of influence * Those who participate are those who feel they can influence it * How can we increase this for everyone? * Give people an opportunity to show off (let them feel smart, clever, good) * Write about what people in the community are doing * Create a sense of success * How do you make the group feel successful? * Most communities don't have a clear common goal * Adding one bonds people more in the group * Having a shared emotional connection * Strong communities react the same ways to the same things * How can we encourage this? * Create opportunities for people to feel a specific way at a specific time * No practical use for sharing information, but bonds people into the group * So off-topic can be very good * Improve member satisfaction * Video gamers can get angrier than anyone he's ever seen * How do you make people feel more satisfied instead? * Looked at how to measure this * Responses from other community members are rated better than those from community managers * Turned out to be not that it was the community manager but that the community members were answer the questions quickly * Quick answers got a higher satisfaction rating * LIFO/FIFO in response methods * Generally found that LIFO got higher satisfaction rating * Response structure? * Direct answers get a higher rather than FAQ links * Even if the answer isn't as good as a FAQ or link to better answer * Wording? * Answers using validation, empathy, guidance get much higher satisfaction rating * Increase long term participation & happier community members * Are there questions which do better in the long term? * Yes. Questions beginning with "How" do much better in the long term * Take the time to develop these questions * What's the problem with increasing engagement? * It doesn't always equal more value * If you generate more engagement but it's not clear what the value is…then you'll get cut * Must connect engagement with value * FeverBee has a page "Classifying the Benefits of Community" * Very, very few communities are able to do this * Studying it is very difficult * Can figure out what metrics you need but must do it in a systematic way * Coursera course on introduction to probability & data * Outsource it to a data scientist * Explain the question, hand them a bunch of data, they can get you answers you wouldn't find * Hire someone else to do it * PhD grad students are great for this * Create a custom dashboard for the metrics & outcomes you specifically need for your community * Q&A @richmillington