The Science of Community Engagement Metrics

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The Science of Community

Engagement Metrics

A Practical Approach


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Zachary Bodnar

Director of Analytics

Lindsay Brothers

Product Manager

Your Data-Driven Hosts


Analytics

Good Analytics

Example: Health of communities

Metrics to Avoid

KPIs & Metrics


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


Make it easer to make good decisions

Analytics


Data

Insights

Big Data

(Velocity, Variety,

Volume)

Machine Learning

Algorithms

A/B testing methodologies Visualization /

Information hierarchy /

UX – UI

Domain knowledge

Expertise

Statistics

Analytics


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


KPIs (key performance indicators)

Metrics that are tied to an objective

Time-sensitive

Have a specific target

EG: Target 100 tickets closed / day by Jan 30, 2015

Metrics

Measureable

Quantifiable

EG: Number of tickets closed / day

KPIs vs Metrics


KPIs are relevant in all stages

Design

Technical Implementation

Ongoing Management

KPIs vs Metrics


Good Design Matters

“If you think good design is

expensive, you should look at the cost

of bad design”

Dr. Ralf Speth, CEO, Jaguar

KPIs vs Metrics


Good design achieves goals

KPIs must tie to business goals

Usually increased revenue or cost savings

Specific metrics can change as design matures

Design & Planning

KPIs vs Metrics


While planning and designing your engagement program, gather data to

create a baseline

Establish metrics in order to build on KPIs during the program

Baseline

KPIs vs Metrics


Ensure tracking metrics is technically feasible

Implement

Visualization tool

Connect data source to visualization tool

Technical Implementation

KPIs vs Metrics


(The whole point)

Ensure metrics are presented in the context of KPIs

Ensure stakeholders know how and when to use dashboards

Ongoing Management

KPIs vs Metrics


Tie KPIs

to business goals

Don’t be afraid

to iterate

Ensure technical

feasibility

Visualization

technology data pipe

Metrics in

context of KPIs

Stakeholder

Knowhow

Technical ImplementationDesign Ongoing Management

KPIs and Metrics

KPIs vs Metrics


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


Empower informed decisions

Decrease uncertainty

Decrease time-to-value

Recommended actions in a goal oriented context

Good Analytics


Should guide the right actions to take

As easy as pressing a button!

Good Analytics


Number of users lurking

last week

Clear indicator of community health

If it’s in the “red,” the viewer has a

clear area to focus improvement on

(What we can do today)Context of Targets

Good Analytics


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


Customer-facing support community

Want customers to solve each others problems

Want customers to find cutting edge content on this community

Want customers to come to this community to contribute content

Health of Community


Seeking

Consuming

Curating

Creating

Visit & Search

Read & Watch video

Upvote, rate,

share, & follow

Post blog,

upload document,

& create story

The Lifecycle of Content

Health of Community


Active users

count the number of users who performed an action

People whose content was viewed, received responses

or upvotes don’t count

Lurkers

users who didn’t impact the community

No curating or creating

User Types

Health of Community


Cheaters

For a gamification program, certain metrics can be used to

weed out the cheaters

Was an achievement won too rapidly?

Look at actions needed for an achievement

User Types

Health of Community


“How-to” is different from “Why-to”

Good onboarding experience showcases the value proposition of the community

In 20 seconds, user should have a good reason to come back the next day

The Importance of Onboarding

Health of Community


User ratios

what ratio of all active users are performing the target category?

Behavior ratios

what ratio of all behaviors performed fall into the target category?

(ex. Lurkers and actives)

Key Dimensions

Health of Community


Seekers

ratio

Consumers

ratio

Creators

ratioCurators

ratio

Each dial tells you if

enough of your active

community is performing

key behavior types

Immediately apparent if

any are off

Community Health Dashboard

Health of Community


Ratio of users completing onboarding

mission this week vs last week

Number of onboarding each step

completed last week

this week last week

Onboarding Health Behaviors

Health of Community

Step 1 Step 2 Step 3 Step 4


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


Analytics

Good Analytics


Metrics to Avoid

KPIs & Metrics


Now entering

the Danger Zone

Watch out!

Metrics to Avoid


Vanity Metrics

Certain metrics are fun to look at, but provide no insight

Don’t assign too much value to certain metrics

Page views per visit, views per post, number of comments, etc.

Focus on actionable metrics & business goals

Metrics to Avoid


Questions?

The Science of Community Engagement Metrics

Marketing

health of communitiesmetrics

pointensure metrics

baselineestablish metrics

cost savingsspecific

engagement program

business goalsdont

number of tickets

cost of bad designdr