We Do Awesome: Communicating Good Work to Managers and Shareholders
led by Jono Bacon; @jonobacon Notes: @simsboynton
Problem 1: How to ID strategic environment/core competency of company so community reach & outputs will align properly
- Early analysis & dialogue w/ upper mgmt. critical
- Education key to stakeholder buy-in
Problem 2: How to define/quantify the value of “community”; inherently an intangible asset
- ID & build protocols able to transpose community value in terms appropriate to each specific audience
- Execs typically prefer a methodology that quantifies:
- Metrics: Number impressions, click-thru's / conversions
- Leverage: Demonstrate exponential potential of Community on overall reach
- ROI: Per new revenues or decreased costs (development, IT support, etc
- Monthly or periodic reports detailing community issues/solutions
Problem 3: How to communicate/transpose the value of both community & community manager to stakeholders: both up the chain of command & within the community
- Community Value:
- Reach
- User Expectations/community support
- Peer validation
- Strategic mapping
- Contingencies & work-arounds for scaling-up
- Community-Manager value:
- Scalability : Manager's hands-on knowledge helps w/ contingencies/troubleshooting to scale-up
- Manager as Interface; Acts as point of interaction in community for: customers; community/volunteers; staff; management
- Visualization: causal loop diagrams can map complex problems, locate bottlenecks, & illustrate how interrelated variables affect one another, leading to better solutions
- Burn down charts : track project work/remaining vs time/available
- Community Logs: tracks manager's record of troubleshooting issues in the community over time
- Stories & examples evoke emotional connection w/ audience; communicates value of community beneath conscious level of awareness
- Community Immersion: translates to better predictions; modeling; loyalty; brand value