How to Set Meaningful KPIs For Your Community
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The document provides a comprehensive guide on setting Key Performance Indicators (KPIs) for community builders, detailing their definition, importance, and the process for developing them. It outlines both leading and lagging KPIs across various organizational goals and emphasizes the need for stakeholder engagement and effective communication. Additionally, it suggests creating a dashboard for monitoring selected KPIs and encouraging continuous evaluation and adjustment based on feedback.
How to Set Meaningful KPIs For Your Community
- 1. How to Set KPIs for Your Community Carrie Melissa Jones, Gather Community Consulting @workwithgather @caremjo MAY2019
- 2. 2 Photo Credits: Zackary Drucker, The Gender Spectrum Collection
- 3. 3 Photo Credits: Zackary Drucker, The Gender Spectrum Collection
- 4. 4 Photo Credits: Zackary Drucker, The Gender Spectrum Collection
- 5. 5 Photo Credits: Zackary Drucker, The Gender Spectrum Collection
- 6. 6 Photo Credits: Zackary Drucker, The Gender Spectrum Collection
- 8. 8 Agenda Introduction01 02 03 04 Q&A The ABCs of Community KPIs What are Key Performance Indicators (KPIs)?
- 9. 9 Who’s Talking at You? Currently: ● Consultant: AMA, Brainly, Buffer, Google, one of the 2020 US Presidential Candidates ● Author: Building Brand Communities (May 2020) Formerly: ● COO of CMX ● Community @ Scribd, Chegg Carrie Melissa Jones
- 10. 10 Four Places Community Builders Get Stuck No one knows what to do and they’re relying on you. Others think they know what you should measure and you get assigned KPIs. You’re given impossible things to measure. Your data gets siloed and you can’t measure anything. 01 02 03 04
- 11. WhatisaKPI? 02
- 12. 12 KPIs = Key Performance Indicators A clearly defined, quantifiable goal for your work Tied to a measurable metric Vital to the team or organization’s goal Easily communicated back to relevant team members or leaders in your organization 01 02 03 04
- 13. 13 Anatomy of an Example KPI Clearly defined, quantifiable Measurable metric (with an NPS survey) Vital to the marketing/ product team, who might monitor NPS already Easily communicated with one number NPS Score of community members vs. non-community members
- 14. 14 Leadingvs. LaggingKPIs L E A D I N G L A G G I N G A
- 16. 16 CBA B R A I N S T O R M A S S E S S C H O O S E
- 17. Organize Communication Plan Invite to Brainstorm A S S E S S Refer to Strategic Objectives List and Align Stakeholders
- 18. 18 Organize Communication Plan Invite to Brainstorm A S S E S S Refer to Strategic Objectives List and Align Stakeholders ● What goals does your entire organization or team share? ● Financial? ● Customer-related? ● Strategic pivot? Refer to Strategic Objectives
- 19. 19 Organize Communication Plan Invite to Brainstorm A S S E S S Refer to Strategic Objectives List and Align Stakeholders Most important for KPI Projects: ● Data originators - person closest to where data is collected - probably you! ● Data aggregators - people who package the data together - usually IT ● Data analysts - Business Intelligence team members ● Internal users of data - people who need the data to make decisions Determine Stakeholders Credit: Bernie Smith
- 20. 20 Organize Communication Plan Invite to Brainstorm A S S E S S Refer to Strategic Objectives List and Align Stakeholders ● Who needs to know? Who needs to make the decision? ● How often do they need to be updated? ● How detailed? ● Via what channels? (meeting, report, email, Slack update) ● How will they use the information? Organize Stakeholder Communication Plan
- 21. 21 “When you do the work of getting buy-in, people on your team will be a part of the community’s success and not a gatekeeper to it.” JOSHUA ZERKEL Global Head of Community at Asana
- 22. 22 Organize Communication Plan Invite to Brainstorm A S S E S S Refer to Strategic Objectives List and Align Stakeholders Based on the communication plan, invite the required stakeholders together to brainstorm KPIs with you. Invitation to Brainstorm
- 23. B R A I N S T O R M Create KPI Trees Strategic Goal – (be the best-performing gaming community in the world) Theme – (service, experience, conflict resolution, experimentation) Tactical – (source response to queries in less than 10 minutes, be kind, plan weekly games, be light-hearted) Measure – (response time, customer satisfaction rating in community, Net Promoter score, event attendance, customer satisfaction at events) 01 02 03 04
- 24. Be the Best-Performing Gaming Community in the World S T R A T E G I C Size T H E M E S Empowering Experience Create tangible value for members Implement new ideas from community into games T A C T I C S Increase number of conversations Create online events Grow overall member count Increase sense of belonging Get answers from community Add resources in library Help members get promoted Advocate for ideas to product Bring in members to meet product/research Generate helpful, useable ideas M E A S U R E S Number of responses by non-admins Number of new threads by admins Number of new members participating in threads Event numbers Registration numbers New members registering and attending Conversion from landing pages Conversion from events Member growth Creation of Survey Survey Results Survey Results Attendance at local events Downloads of resources Attendance at trainings Ratings of resources Creation of tracking mechanism Rate of job placement Image via Gather Community Consulting
- 25. Sample KPIs (Not a Magic Recipe for KPI Success)
- 26. 26 Sample Leading KPIs Applicable to Most Communities ● Time spent outreaching/Number of outreaches per day ● Number of events organized per month ● Number of threads started by admins ● Number of new programs launched ● Number of resources created
- 27. 27 Sample Lagging KPIs Applicable to Most Communities ● Community Member Growth ● Community Contribution Growth ● Community Satisfaction Scores ● Community Engagement ○ CAVEAT: “engagement” must be clearly defined and meaningful to the goal of your community.
- 28. 28 Sample Lagging KPIs by Organizational Goals: Innovation, Support, Marketing, Sales, Advocacy, Product
- 29. 29 Sample KPIs for Innovation Community KPIs for Innovation ● Number/Quality Score of ideas submitted ● Number of ideas accepted ● Rating of ideation sessions ● Number of members interviewed by research team
- 30. 30 Sample KPIs for Support Community KPIs for Support ● CES (Customer Effort Score) ● Time to first answer ● Time to resolution (best answer) ● Ticket volume
- 31. 31 Sample KPIs for Marketing Community KPIs for Marketing ● New names/Qualified Leads added to customer database ● Member time and session duration ● Number of leads to download content ● Increase in SEO traffic, by Pageviews to community content ● % of UGC marketing content
- 32. 32 Sample KPIs for Sales Community KPIs for Sales ● Time to sale for community members versus non-community members ● Conversion rate from membership to sales conversation ● Satisfaction with sales interactions ● Repurchase intent
- 33. 33 Sample KPIs for Advocacy Community KPIs for Advocacy ● NPS ● Referral links shared and clicked ● Brand sentiment ● Brand mentions
- 34. 34 Sample KPIs for Product Community KPIs for Product ● Product usage by cohort ● New feature adoption ● Number of pieces of actionable feedback ● Customer Churn
- 35. C H O O S E Choose 3-7 KPIs to monitor closely. Choose how you will calculate. Choose the source(s) of the data. Choose the data collector and stakeholders. Choose the target for your performance period. Choose how often you will report.
- 38. 38 Report Back After at least a quarter of measuring and reporting on these KPIs, check back with stakeholders.
- 39. 39 B R A I N S T O R M A S S E S S C H O O S E
- 40. Questions?
- 41. Newsletter: bitly.com/gathernewsletter Email: carrie@gathercommunityconsulting.com Gather on Social Find Me Online @workwithgather Personal Twitter @caremjo