Rachel Happe: Community management benchmarking — Live from the Brands-Only Summit

Coverage of this session by Jordan Ynostrosa of SocialMedia.org. Connect with her by following her on Twitter.

11:40 — SocialMedia.org's Kurt Vanderah introduces The Community Roundtable's Rachel Happe.

11:41 — Rachel: I'm going to talk about Community Management Benchmarking – how to educate executives, secure budget, and drive engagement.

11:42 — Rachel: One of the toughest things in our space – Getting executives to care is hard. Benchmarking helps. (If they can't understand it they can't make good choices).

11:43 — Rachel: Giving them a “report card” peaks their interest.

11:44 — Rachel: Benchmarking is only as good as “how you define the problem”.

11:45 — Rachel: Community is not – Facebook, youtube, Instagram twitter, Sitrion, Lituium, yammer..etc. (These are where your communities engage).

11:46 — Rachel: “If you cannot see it, you cannot improve it.”

11:47 — Rachel: Community is the relationship between people. (Purposed, relationships, conversation, ideas, organic, affinity voice, passion, networks, groups, support…etc).

11:48 — Rachel: What is a community? A group of people with unique shared values, behaviors and artifacts.

11:49 — Rachel: Communities are powerful because they are how individuals define: Behavioral Norms, How to learn, Values, Truth & Identity

11:50 — Rachel: Communities give you purposeful work & help build relationships. If you take community away “people starve”, psychologically speaking.

11:50 — Rachel: Figuring out what the main goal of your community is, is crucial.

11:51 — Rachel: What is community management? (You need someone working at all three of these areas to make the community work – if one is lacking, it will fail).

  1. Strategic – Define shared value, develop strategy, build roadmap & secure budget
  2. Operational – Map ecosystem and engagement flows, build policies, governances and playbook, hire and train staff, Build strategic, operational and tactical scores
  3. Tactical – Engage, create content, facilitate community programming, track metrics

11:52 — Benchmarking Community:

  1. Focuses the Conversation – Provides concrete and actionable guidance that helps translate your strategic ambition into strategic reality
  2. Injects Unbiased Perspective (3rd party) – Data-driven analysis removes personal or political bias, providing and objective look at performance
  3. Enables Confident Community Decision-Making – Tells you where you are and provides the data to make confident decisions about your community's future

11:53 — Rachel:What do you benchmark?

  1. input: management (approach to building successful communities)
  2. output: behavior (how individuals communications behavior is changing)
  3. output: results (value produced by community: benefits including ROI)

11:55 — Rachel:How do you benchmark?

  1. define – what is important
  2. baseline – track your as is state so you can track progress over time
  3. compare – results to other communities or organizations
  4. use – analyze to determine your roadmap

11:56 — Using benchmarking:

  1. educating and selling stakeholders
  2. planning and budgeting
  3. prioritizing resources

11:57 — Limits of benchmarcking:

  1. Benchmarking is ‘dumb' to your strategy
  2. Trends, not specifics

11:58 — Rachel:Community management is a system — something you do regularly that improves your odds and makes you more valuable (ideally) “Goals are for Losers.” – Scott Adams

11:59 — Define: The community maturity model. Compare: Benchmark competencies. Use: Define goals and build a roadmap.

12:00 — Value of benchmarking community management:

  1. Identifies root cause of engagement issues
  2. Enables strategic alignment
  3. Captures attention of executive stakeholders

12:00 — Rachel: Benchmark yourself! Go to http://the.cr/socm2016survey


Q: Go back to a network diagramG?

A: Rachel: Go back to a network diagram – if you look at a community, its cross-hatched. everyone has a relationship with everyone else. you are never in the middle of a conversation.

Q: Timeframes: How do we start from a place of clarity & figure out when to start.

A: Rachel: It's never going to be perfect. Trends, from a metrics perspective, always trying to improve where you are.