This presentation was given at Womm-U in Chicago on May 23, 2013. It covers how to kickstart and maintain your online community using Con Edison's Power of Giving forum as an example.
Kickstarting Online Communities: Con Edison Case Study
1. PROPRIETARY & CONFIDENTIAL
Kick Starting Online Communities:
Best Practices to Engage Audiences Through the
Power of Community
Case Study: Con Edison
May 22, 2013
Sandra Fathi
President, AďŹect
sfathi@aďŹect.com
@sandrafathi
WOMM-U, Chicago
3. PROPRIETARY & CONFIDENTIAL
OVERVIEW
KICK STARTING COMMUNITIES
1.⯠Is a Community Right for You?
2.⯠Choosing Your Technology
3.⯠Planning & Launch
4.⯠Driving Membership & Participation
5.⯠Maintaining & Measuring Engagement
6.⯠Case Study: Con Edisonâs Power of Giving Online Community
4. PROPRIETARY & CONFIDENTIAL
â˘âŻ Is your target audience active online? (e.g. social
networks, forums, blogs etc.)
â˘âŻ Is your brand active online? Do your followers
regularly engage with you?
â˘âŻ Do you have a steady stream of unique content to
communicate?
â˘âŻ Does your brand have customer/employee
advocates that are eager to engage?
â˘âŻ Do you have the internal resources to manage a
community on a daily basis?
IS IT RIGHT FOR YOUR BRAND?
KICK STARTING COMMUNITIES
5. PROPRIETARY & CONFIDENTIAL
Before deciding to launch a new community, remember to :
â˘âŻ Look Before You Leap
â˘âŻ DeďŹne Goals & Objectives / Desired Business Impact
â˘âŻ Experiment With Engagement Through Social
â˘âŻ Assign Internal Resources
â˘âŻ Understand Your Technology Options
â˘âŻ Think About the Future (Long-term vs. short-term impact)
IS IT RIGHT FOR YOUR BRAND?
KICK STARTING COMMUNITIES
6. PROPRIETARY & CONFIDENTIAL
CHOOSING YOUR
TECHNOLOGY
KICK STARTING COMMUNITIES
1.⯠Build It
2.⯠Buy It
3.⯠Rent It
4.⯠Hybrid
1.⯠Analytics
2.⯠Cost
3.⯠Time-to-Market
4.⯠Resources
5.⯠CRM
Tech Options Requirements
7. PROPRIETARY & CONFIDENTIAL
EXAMPLE:
NING vs. LITHIUM
KICK STARTING COMMUNITIES
1.⯠Simple Customization
2.⯠No CRM Integration
3.⯠Fast and Easy Launch
4.⯠Standard UI
5.⯠Lower Cost/No Cost
1.⯠High-Level of Customization
2.⯠Integration w/ Salesforce
3.⯠Time Consuming Build
4.⯠Customizable UI
5.⯠Higher Cost (based on
requirements)
Ning Lithium
11. PROPRIETARY & CONFIDENTIAL
LAUNCH TOOLKIT
KICK STARTING COMMUNITIES
1.⯠Community Usage Policy
2.⯠Administrator WorkďŹow Plan
3.⯠Content Strategy
4.⯠Community Response Map/FAQ
5.⯠Technical Recommendations
6.⯠Internal/External Communications Launch Program
12. PROPRIETARY & CONFIDENTIAL
â˘âŻ Utilize a well-designed, easy-to-use interface
â˘âŻ Create a content plan/editorial calendar
â˘âŻ Identify and train internal community admins
â˘âŻ Identify and train customers, partners, inďŹuencers
(exclusivity sells)
â˘âŻ Schedule launch promotion â hit users on their preferred
channels (e.g. social media, traditional marketing, PR)
â˘âŻ Pre-populate the community with content
â˘âŻ Determine KPIâs to measure success
PRE-LAUNCH TIPS
KICK STARTING COMMUNITIES
13. PROPRIETARY & CONFIDENTIAL
Once youâve built it, how do you keep them coming back?
DRIVING MEMBERSHIP &
PARTICIPATION
KICK STARTING COMMUNITIES
15. PROPRIETARY & CONFIDENTIAL
â˘âŻ 6 Month Promotion Plan that includes:
â˘âŻ Weekly communication with current users
â˘âŻ Monthly promotion to non-users
â˘âŻ Ambassador activation strategy
â˘âŻ Employee engagement strategy
â˘âŻ OďŹine promotion strategy (e.g. marketing collateral)
â˘âŻ Content refresh schedule
â˘âŻ Weekly measurement/KPIâs
ENGAGEMENT TOOLKIT
KICK STARTING COMMUNITIES
16. PROPRIETARY & CONFIDENTIAL
â˘âŻ Be consistent and creative with promotion eďŹorts, donât
give up!
â˘âŻ Promote new community content externally to drive
traďŹc
â˘âŻ Ask ambassadors to share expertise on topics of their
choice, use incentives/contests to drive participation
â˘âŻ Include a call-to-action in posted content to drive
conversation and engagement
â˘âŻ Hold back on over-promoting your brand and services â
focus on third-party content (e.g. articles, infographics and
statistics) â use the 80/20 rule
MEMBERSHIP &
PARTICIPATION TIPS
KICK STARTING COMMUNITIES
17. PROPRIETARY & CONFIDENTIAL
You built it, they came. But did it impact your business?
MAINTAINING & MEASURING
ENGAGEMENT
KICK STARTING COMMUNITIES
18. PROPRIETARY & CONFIDENTIAL
MAINTENANCE &
MEASUREMENT TOOLKIT
KICK STARTING COMMUNITIES
1.⯠Community Engagement KPIs
2.⯠Technical Tripwires
3.⯠Formalized Measurement Template
4.⯠Expansion Strategy (to be implemented aî er 6 months)
5.⯠Communicate Success to Leadership
6.⯠Big Ideas to Maintain Engagement
19. PROPRIETARY & CONFIDENTIAL
â˘âŻ Keep the community fresh by incorporating multimedia
(e.g. videos, photos, executive insights)
â˘âŻ Consistently identify new prospects to join the
community, ask current members to recruit their network
â˘âŻ Promote the community across all marketing channels,
online and oďŹine (e.g. tradeshows/events, social media)
â˘âŻ Track qualitative and quantitative metrics on a monthly
basis to see community growth and value. Examine
business impact (e.g. web traďŹc + quality of conversion)
MAINTENANCE &
MEASUREMENT
KICK STARTING COMMUNITIES
20. PROPRIETARY & CONFIDENTIAL
SAMPLE METRICS
KICK STARTING COMMUNITIES
1.⯠# of New Visitors
2.⯠# of Returning Visitors
3.⯠# of Registered Users
4.⯠% of Active Members
5.⯠# of Engagements
6.⯠# of Member Posts
7.⯠# Leads Generated
1.⯠Content Popularity
2.⯠Language & Tone
3.⯠Sense of Community
4.⯠Quality of Engagement
5.⯠Relevancy of Content
6.⯠Speed of Replies
7.⯠InďŹuencers/Ambassadors
Quantitative Qualitative
22. PROPRIETARY & CONFIDENTIAL
Con Edison operates one of the most complex electrical
power systems in the world, serving New York City and
Westchester County.
â˘âŻ 3.3 million customers
â˘âŻ Population of over 9 million people
â˘âŻ 660 square mile service territory
â˘âŻ Hundreds of strategic partners
POWER OF GIVING
ONLINE COMMUNITY
CASE STUDY: CON EDISON
23. PROPRIETARY & CONFIDENTIAL
Con Edisonâs Power of Giving Program provides ďŹnancial or
in-kind support to hundreds of organizations whose activities
advance strong, vibrant and stable communities.
The program extends beyond cash grants and is enhanced by
a strong and loyal corps of employees, a robust board
participation program, partnerships and collaborations and
an education matching giî program.
POWER OF GIVING
ONLINE COMMUNITY
CASE STUDY: CON EDISON
25. PROPRIETARY & CONFIDENTIAL
â˘âŻ Enhance non-proďŹt partnersâ access to Con Edison and
strengthen communication
â˘âŻ Build and improve partner support and satisfaction
â˘âŻ Strengthen connections and communication between Con
Edison partners, empower them to share resources to
promote collaboration
â˘âŻ Reputation management during times of crisis (e.g. natural
disaster, power outages etc.)
POG ONLINE COMMUNITY
GOALS & OBJECTIVES
CASE STUDY: CON EDISON
26. PROPRIETARY & CONFIDENTIAL
â˘âŻ 30-day launch
â˘âŻ Simple customization
â˘âŻ Easy-to-use technology, must support Google Analytics
â˘âŻ Ability to manage community with 1-2 team members
â˘âŻ Ability to access community from mobile devices
â˘âŻ Ability to send communications directly to members
â˘âŻ Forums/discussion boards for users
â˘âŻ Ability to upgrade UI/customization as community grows
POG ONLINE COMMUNITY
REQUIREMENTS
CASE STUDY: CON EDISON
27. PROPRIETARY & CONFIDENTIAL
â˘âŻ Customized email invitation to âInsidersâ (invited ďŹrst)
â˘âŻ Customized email invitation to partners by area of interest
(e.g. arts & culture, education etc.)
â˘âŻ Insiders invited to contribute content and receive
administrative permissions
â˘âŻ OďŹcial launch at Power of Giving forum event (partners
invited to sign-up onsite)
â˘âŻ Weekly email communication to users from Con Edison
highlighting new posted content
â˘âŻ Con Edison Program Managers trained to invite partner
contacts
POG ONLINE COMMUNITY
LAUNCH STRATEGY
CASE STUDY: CON EDISON
28. PROPRIETARY & CONFIDENTIAL
550
Members
1 Year Post-Launch
New Members Every
Week
145
Blog Posts
Posted by Users
300+ photos and
videos
8-10 Average
Minutes On
Site
POWER OF GIVING
ONLINE COMMUNITY
CASE STUDY: CON EDISON
30. PROPRIETARY & CONFIDENTIAL
POG ONLINE COMMUNITY
EVENT BOARD
CASE STUDY: CON EDISON
The events board is used
weekly by members to
promote events that are
happening within their
organizations.
31. PROPRIETARY & CONFIDENTIAL
â˘âŻ Social Impact Measurement Group: 34 active members
â˘âŻ PR & Media Relations Best Practices Group: 32 active members
â˘âŻ Arts & Culture Group: 28 active members
â˘âŻ Social Media Bootcamp: 22 active members
POG ONLINE COMMUNITY
GROUPS
CASE STUDY: CON EDISON
32. PROPRIETARY & CONFIDENTIAL
POG ONLINE COMMUNITY
ENGAGEMENT SNAPSHOT
CASE STUDY: CON EDISON
Members ask Con
Edison for input and
feedback on hot topics.
34. PROPRIETARY & CONFIDENTIAL
WOMM-U
Kick Starting Online Communities:
Best Practices to Engage Audiences Through the
Power of Community
May 22, 2013
Sandra Fathi
President, AďŹect
sfathi@aďŹect.com
@sandrafathi