Online community growth strategy notes! With thanks to my community mentor at Sift Lawrence Clarke.

1. Understanding the motivations to engage

2. ASSOCIATION
TYPE
EXAMPLES DEFINITION MEMBER
MOTIVATION
MEMBER
EXPECTATION
COMPETITION
Purpose Charities,
political
parties &
unions
Common
process &
objectives
Collective
influence &
personal kudos
Opportunity for a
“voice” & personal
recognition
Charities compete
for attention,
political parties &
unions for loyalty
Interest Sports &
consumer
associations &
subscription
magazines
Common
interest or
passion
Entertainment,
learning & self-
improvement
Access to relevant
information &
knowledgeable/
skilled members
Many local &
national
alternatives
Practice Professional,
trade &
industrial
associations
Common
profession,
situation or
vocation
Business kudos
& business
networking
Access to relevant
information &
knowledgeable/
skilled members
Competition is
rare
Circumstance Alumni,
religious &
self-help
organisations
Common life
experience or
position
Emotional &
social
reinforcement
Opportunity to stay-
&-feel-in-touch &
share experiences
Competition is
rare
Purpose Charities,
political
parties &
unions
Common
process &
objectives
Collective
influence &
personal kudos
Opportunity for a
“voice” & personal
recognition
Charities compete
for attention,
political parties &
unions for loyalty
Interest Sports &
consumer
associations &
subscription
magazines
Common
interest or
passion
Entertainment,
learning & self-
improvement
Access to relevant
information &
knowledgeable/
skilled members
Many local &
national
alternatives
Circumstance Alumni,
religious &
self-help
organisations
Common life
experience or
position
Emotional &
social
reinforcement
Opportunity to stay-
&-feel-in-touch &
share experiences
Competition is
rare
COMMUNITY
TYPE
Practice Professional,
trade &
industrial
associations
Common
profession,
situation or
vocation
Business kudos
& business
networking
Access to relevant
information &
knowledgeable/
skilled members
Competition is
rare
Professional,
associations &
B2B publishers
trade
Competition is
rare among
associations
The motivations to network

3. The importance
of proactive people
 The 90-9-1 rule
Out of any given universe of people who identify themselves with a
defined online community:
– 90% are readers – passive participants
– 9% contribute from time to time – occasional participants
– 1% contribute a lot and account for most of the activity –
proactive participants
 The implications
– It is important to have an estimate of the size of the potential
universe of participants in the defined community
– It is important to recognise the ‘critical mass’ that can support a
viable number of proactive participants (the 1%)
– The community needs a single-point of entry to ensure that
attraction and activity are not dissipated

4. The matrix of engagement
ACTIVITY
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READER X X X
ENQUIRER X X X X
RESPONDER X X X X X X
EXPERT X X X X X X X
SYNTHESISER X X X X X X X X X
TALKER X X X X X X X X X X X
LEADER X X X X X X X X X X X X X X X
COMMUNITY
MANAGER
X X X X X X X X X X X X X X X X X X X
ROLE
ACTIVITY
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READER X X X
ENQUIRER X X X X
RESPONDER X X X X X X
EXPERT X X X X X X X
SYNTHESISER X X X X X X X X X
TALKER X X X X X X X X X X X
LEADER X X X X X X X X X X X X X X X
COMMUNITY
MANAGER
X X X X X X X X X X X X X X X X X X X
ROLE
ACTIVITY
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READER X X X
ENQUIRER X X X X
RESPONDER X X X X X X
EXPERT X X X X X X X
SYNTHESISER X X X X X X X X X
TALKER X X X X X X X X X X X
LEADER X X X X X X X X X X X X X X X
COMMUNITY
MANAGER
X X X X X X X X X X X X X X X X X X X
ROLE
ACTIVITY
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READER X X X
ENQUIRER X X X X
RESPONDER X X X X X X
EXPERT X X X X X X X
SYNTHESISER X X X X X X X X X
TALKER X X X X X X X X X X X
LEADER X X X X X X X X X X X X X X X
COMMUNITY
MANAGER
X X X X X X X X X X X X X X X X X X X
ROLE
ACTIVITY
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READER X X X
ENQUIRER X X X X
RESPONDER X X X X X X
EXPERT X X X X X X X
CURATOR X X X X X X X X X
TALKER X X X X X X X X X X X
LEADER X X X X X X X X X X X X X X X
COMMUNITY
MANAGER
X X X X X X X X X X X X X X X X X X X
ROLE
ACTIVITY
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READER X X X
ENQUIRER X X X X
RESPONDER X X X X X X
EXPERT X X X X X X X
CURATOR X X X X X X X X X
TALKER X X X X X X X X X X X
LEADER X X X X X X X X X X X X X X X
COMMUNITY
MANAGER
X X X X X X X X X X X X X X X X X X X
ROLE
ACTIVITY
Search
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Banamember
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READER X X X
ENQUIRER X X X X
RESPONDER X X X X X X
EXPERT X X X X X X X
CURATOR X X X X X X X X X
TALKER X X X X X X X X X X X
LEADER X X X X X X X X X X X X X X X
COMMUNITY
MANAGER
X X X X X X X X X X X X X X X X X X X
ROLE
ACTIVITY
Search
Read
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Postaquestion
Answeraquestion
Joinadiscussion
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Banamember
Unbanamember
READER X X X
ENQUIRER X X X X
RESPONDER X X X X X X
EXPERT X X X X X X X
CURATOR X X X X X X X X X
TALKER X X X X X X X X X X X
LEADER X X X X X X X X X X X X X X X
COMMUNITY
MANAGER
X X X X X X X X X X X X X X X X X X X
ROLE
9%
ENQUIRER
RESPONDER
EXPERT
CURATOR
1%
TALKER
LEADER
90%READER

5. Understanding the motivations of your persona

6. Key persona
• NAME
• TITLE
• NAME
• TITLE
• NAME
• TITLE
• NAME
• TITLE
• NAME
• TITLE
• NAME
• TITLE
• NAME
• TITLE

7. Key persona motivations
• NAME
• Passive
• NAME
• Active:
• NAME
• Active:
• NAME
• Active:
• NAME
• Active:
• NAME
• Active:
• NAME
• Active:

8. Defining the tasks

9. Management tasks
• Review site progress regularly, including production of statistical analysis
of site activity on monthly basis, against Key Performance Indicators.
• Handle basic technical issues arising with the site by liaising with the
software provider.
• Act as the central hub of communications for all involved in the site.
• Liaise with stakeholders throughout the client organisation.

10. Content & community
management tasks
• Create content strategy and Key Performance Indicators
• Oversee implementation of content strategy, e.g. newswire schedules
• Source content for publication to the site
• Identify areas for advertiser contributions e.g. advertorial
• Determine editorial line for news and features within sites
• Source content from users - e.g. video, photos, blogs
• Identify key areas of interest within communities
• Categorise and classify content to enable easy searching and retrieval
• Create, proof and distribute specialist newswires
• Update site editorials and site content pages as required
• Put forward inventive ways to link online features with offline activities
• Check and moderate user postings
• Respond to queries and issues raised by users and members
• Manage online polls and surveys

11. Key questions
• What new content is needed to stimulate the community?
• Who (by division/department/role) will be supporting the
community space and its activities?
• What (i.e. topics) and who have you lined up to blog or engage in a
discussion?
• What online engagement might be occurring elsewhere that you’d
want in the new environment?
• Which persona will you be wanting to attract initially and over time?

12. The essentials
• Get the planning right in the first place
• Achieve ‘take off’ on the critical requirements:
numbers, activity levels, adding value, quality control, ‘altruistic
giving’ (reputation building)
• Ensure personal safety and minimising risk:
privacy, rules, enforcement, consent, relationships
• Create value and trust for the audience
• Develop leadership within the community
• Choose the most appropriate form of control
• Make use of the appropriate tools

13. The tools for the tasks

14. The tools
Communication with members:
• Newswires
• Ask the Expert
• Contact us/Feedback forms
• E-mail alerts
• Polls/surveys
• Competitions
Communication between members:
 Members directory, profiling and peer networking
 Discussion forums
 Q&A forum
 SIG

15. The importance of newswires
• The five types of newswire
• Generic
• Usually associated with push
• Community
• More appropriate to pull – send me the latest feed
• Channel
• Sector or region
• Promotional
• More appropriate to pull – send me selected supplier info
• Community service mailings
• Usually associated with push - Update emails to community members announcing
improvements to service

16. The importance of newswires
• Characteristics of a generic newswire
• Featured sponsors below header
• Personalised editor’s note
• Latest news and analysis
• Reporting digest
• Company of the week
• Courses
• Survey promotion
• Partners
• Press zone
• Opportunities
• Subscription information
• Regular features

17. What does a successful community look like?

20. Barren
Cultivated
Overgrown

21. How to cultivate community

22. Cultivating community
1. Head gardener 2. Soil 3. Seed 4. Greenhouse 5. Planting out 6. Growing on 7. Harvesting
Experienced
Aware
Emotionally
intelligent
Comfortable
meeting others
Sensitive to the
seasons
Tireless
Methodical
Know your site &
soil type
Select appropriate
container
Use rich compost
Choose from:
Annuals
Perennials
Bulbs
Shrubs
Shade loving
Sun loving
Select the right
mix
Enroll under-
gardeners
Agree routines,
processes &
methods
Remove the
weakest plantlet
Let invited guests
take a look
Choose the
correct site
Choose the right
time of year
Consider the
structure
Expect a lot of
weeding
Encourage
pollinators
Water
continuously
Open the garden
Fertilise: Too
much kills, too
little stunts growth
Encourage dense
borders to keep
the weeds out
Encourage
pollinators
Expect some
pruning
Water
continuously
Have a special
'Open Day'
Cut the flowers &
display them
Dig up old shrubs
Sell some of the
produce
Compare &
compete with
other gardeners
Seeding Training/Support Launch
Month 3-4 Month 5-9 Month 10-12Month 1-2
Positioning
Month 1 onwards
Sustaining
Timeline: Year 1
Strategy
Year 2
Mentoring Health checks

23. Cultivating community
1. Head gardener 2. Soil 3. Seed 4. Greenhouse 5. Planting out 6. Growing on 7. Harvesting
Experienced
Aware
Emotionally
intelligent
Comfortable
meeting others
Sensitive to the
seasons
Tireless
Methodical
Know your site &
soil type
Select appropriate
container
Use rich compost
Choose from:
Annuals
Perennials
Bulbs
Shrubs
Shade loving
Sun loving
Select the right
mix
Enroll under-
gardeners
Agree routines,
processes &
methods
Remove the
weakest plantlet
Let invited guests
take a look
Choose the
correct site
Choose the right
time of year
Consider the
structure
Expect a lot of
weeding
Encourage
pollinators
Water
continuously
Open the garden
Fertilise: Too
much kills, too
little stunts growth
Encourage dense
borders to keep
the weeds out
Encourage
pollinators
Expect some
pruning
Water
continuously
Have a special
'Open Day'
Cut the flowers &
display them
Dig up old shrubs
Sell some of the
produce
Compare &
compete with
other gardeners
Seeding Training/Support Launch
Month 3-4 Month 5-9 Month 10-12Month 1-2
Positioning
Month 1 onwards
Sustaining
Timeline: Year 1
Strategy
Year 2
Mentoring Health checks

24. 200 : Task Block
Seeding
300 : Task Block
Training
500 : Task Block
Launch
600 : Task Block
Sustaining
400 : Task Block
Support
100: Task Block
Positioning
Seeding Training/Support Launch
Month 3-4 Month 5-9 Month 10-12Month 1-2
Positioning
Month 1 onwards
Sustaining
Timeline: Year 1
Strategy
Year 2
Mentoring Health checks

25. 100: Task Block
Positioning
200 : Task Block
Seeding
300 : Task Block
Training
500 : Task Block
Launch
600 : Task Block
Sustaining
400 : Task Block
Support
Project Management
SOFT-LAUNCH SITE
IMPLEMENTED
Project
management
Owner: Task: Schedule
Positioning Seeding
Soft
launch
Training Support
Full
launch
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Community
management
Owner: Task: Co-ordinate

26. 100: Task Block
Positioning
200 : Task Block
Seeding
300 : Task Block
Training
400 : Task Block
Support
500 : Task Block
Launch
600 : Task Block
Sustaining
110: Task Block
House rules
120: Task Block
Data
protection
130: Task Block
Personal
identity
ID Action Owner Documents to create
110 Create House Rules - simple
120 Create Privacy statement
130 Define Policy
140 Define Policy
150 Define Policy
160 Define CSFs/KPIs
Positioning Seeding
Soft
launch
Training Support
Full
launch
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
140: Task Block
External
links
150: Task Block
Internal
feedback
mechanism
160: Task Block
Critical
success
factors/KPIs

27. 100: Task Block
Positioning
200 : Task Block
Seeding
300 : Task Block
Training
400 : Task Block
Support
500 : Task Block
Launch
600 : Task Block
Sustaining
ID Action Owner Documents to create
210 Define Final structure for launch
220 Define Access rights & rules for membership
230 Identify & contact Schedule; privileges; Leader Pack; invite
240 Identify & contact Schedule; invite; Participants Welcome
Pack; Feedback evaluation
250 Promote Internal and public messages
210: Task Block
Finalise
taxonomy/
functionality
230: Task Block
Recruit
leaders
240: Task Block
Invite
participants
250: Task Block
Pre-launch
site
220: Task Block
Finalise
access
rights
Positioning Seeding
Soft
launch
Training Support
Full
launch
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

28. 100: Task Block
Positioning
200 : Task Block
Seeding
300 : Task Block
Training
400 : Task Block
Support
500 : Task Block
Launch
600 : Task Block
Sustaining
ID Action Owner Documents to create
310 Define techniques User guide inc. benefits
320 Co-ordinate Training materials
330 Co-ordinate Training materials
310: Task Block
320: Task Block
Admin
330: Task Block
Leaders
Social
components
Positioning Seeding
Soft
launch
Training Support
Full
launch
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

29. 100: Task Block
Positioning
200 : Task Block
Seeding
300 : Task Block
Training
400 : Task Block
Support
500 : Task Block
Launch
600 : Task Block
Sustaining
ID Action Owner Documents to create
410 Create & promote Structure/topics
420 Create Online help texts
420: Task Block
Self-help
files
410: Task Block
Leaders’
online
group
Positioning Seeding
Soft
launch
Training Support
Full
launch
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

30. 100: Task Block
Positioning
200 : Task Block
Seeding
300 : Task Block
Training
400 : Task Block
Support
500 : Task Block
Launch
600 : Task Block
Sustaining
ID Action Owner Documents to create
510 Promote Announcement
510: Task Block
Launch
Positioning Seeding
Soft
launch
Training Support
Full
launch
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

31. 100: Task Block
Positioning
200 : Task Block
Seeding
300 : Task Block
Training
400 : Task Block
Support
500 : Task Block
Launch
600 : Task Block
Sustaining
ID Action Owner Documents to create
610 Enhance
KPIs/metrics
Enhanced KPI’s
620 Define Schedule
630 Define Schedule
640 Define Requirements
650 Define Add to User Guide 310
660 Define Schedule
610: Task Block
Monitoring
620: Task Block
Polls
630: Task Block
Surveys
640: Task Block
Ratings
650: Task Block
Rituals
660: Task Block
Face-to-face
meetings