Learn How to engage community members while brands fight for attention. Collect relevant insights from the holiday campaigns. How to utilize the insights to keep engagement after the holiday season.

2. Casey Shultz
Manager, Community
Engagement
Citrix Startup Accelerator
8 years of experience in community
management, marketing, and events
Currently mentor entrepreneurs through
the Citrix Startup Accelerator programs
Manage a community of about 3,000
stakeholders in person and online
www.LinkedIn.com/in/caseyshultz
@CaseyAnnShultz

3. Agenda
The importance of community
How to track metrics and goals
Real world tactics
Applying lessons learned to new campaigns
Group questions and discussion
1. The importance of community
2. How to track metrics and goals
3. Real world tactics
4. Applying lessons learned to new campaigns
5. Group questions and discussion

4. A group of people who share a strong
identity or interest.
What is Community?

5. Why is
community
so important?
“People who were active in the Salesforce
community in the last 3 months spent 2X
more than people who were not active. “
Erica Kuhl,
Sr. Director of Community at Salesforce
Increased Sales

6. Why is
community
so important?
“People who were active in the Salesforce
community in the last 3 months had a 33%
higher adoption rate than non-community
members. “
Erica Kuhl,
Sr. Director of Community at Salesforce
Product Adoption

7. Why is
community
so important?
“Friend recommendations are the number one
influencing factor in purchasing decisions.“
Rob Fuggetta,
Author Brand Advocates: Turning Enthusiastic Customers into a
Powerful Marketing Force
Customer Acquisition

8. Why is
community
so important?
“Increasing customer retention rate by 5% can
increase profits by up to 95% over the long
term.“
Sarah Judd Welch
CEO/ Head of Community Design at Loyal
Customer Retention

9. Extrinsic
Motivation
A drive to engage in an activity
because of a reward to engage
in the activity or a punishment
for not engaging
Types of community engagement

10. Types of community engagement
Intrinsic
Motivation
An inner drive to engage in
an activity for its own sake
because it is interesting
and satisfying in itself.

11. Metrics are important
Gives you a sense of the overall health of your
community.
Let’s you know if you are being successful in
your efforts.
Demonstrates the importance of community
within your organization.
Informs future campaigns and content.

12. Measure Baseline Metrics
STOP

13. Number of community members
Monthly active users
User retention rate
Content posted per user
Social media impressions
Customer acquisition cost
Possible metrics to measure

14. Tactic #1
MarketStar’s Holiday Scavenger Hunt

15. Tactic #1 - Holiday Scavenger Hunt
Blog about customer love
Tweet about your next webinar
Invite 4 friends to the platform

16. Tactic #1 - Holiday Scavenger Hunt
Large increase in activity
Increased time on site
Converted several people to regular members

17. Tactic #2
QuestionPro Questions, Surveys & Discussions

18. Tactic #2- Questions, Surveys and Ideation
QuestionPro launches Ideas Collaboration in Q1
2016!

19. Tactic #2 - Questions and Surveys
Seed answers and activity
Call out individuals for discussion
Share results with community members

20. Tactic #3
AirBnb Days of Service (Events)

21. 4000 Airbnb worldwide hosts
4 volunteer service projects in San Francisco
Tactic #3 - Events

22. Tactic #3 - Events
Increased loyalty and connection with Airbnb hosts
50% increase in Airbnb Open 2015 attendance
Shared blogs, photos, newsletters about the event

23. Applying lessons learned
1. Measure
2. Identify Objective
3. Test
4. Launch
5. Repeat

24. 5 Reasons to Choose QuestionPro Communities
Higher Response
Rates
Engagement
Tools
Cross
Compatibility
Experts at Your
Fingertips
Higher Response
Rates
Centralized
Platform

25. “When the people who support and are part of
your community, the community you have the
pleasure and power and support to serve,
that’s where all the best business happen.”
Chris Brogan

26. QuestionPro Communities
questionpro.com/communities
Follow Us on Twitter - @questionpro
communities@questionpro.com