Mapping metrics to journeys
My colleague, Brian Kellner, wrote a blog series about the journey of social last week. It got me thinking about how great it is that Engagement Scorecard is flexible enough to support a company regardless of the stage of their social journey.
Communities are not only a step in the overall social journey but they each have their own sub journeys. Our latest version of Engagement Scorecard introduced community-level dashboards and detailed graphs. Let me share a few examples with you about how this helps customers to measure and track engagement based on each community’s stage in the social journey.
One section of the community dashboard is ‘Followers’. The use of this section changes as the community matures. Think about the stage when a community is just forming. The community manager is keen to attract the right members to the group. She can use the ‘Followers Joined Community’ metric to track her progress. She would set the configuration for this metric to be more aggressive in the early journey of the community and the red/yellow/green color indicators would prompt her as to how she was tracking on getting the right average number of followers to join the community on a daily basis. Then as the community develops and she has a nice steady-state of the right followers she can dial back the configuration setting for this metric and make it less of a focus.
Similarly, the ‘Questions’ section can be adapted as a community makes the social journey. At the start of the journey one might expect a lower volume of questions being asked and perhaps it takes a bit longer for questions to receive answers.
Maybe members don’t even know about the ability to mark an answer as good. So all of the configuration settings for the question metrics would be set at less aggressive levels. But as the community develops nearly every question should receive an answer in a timely manner and more and more of the questions should have an answer marked as good. So as the community matures, the community manager can adjust the configuration settings for the questions metrics to be more stringent.
Look at the Lifecycle
And even those sections that are not configurable support tracking community engagement throughout the lifecycle of the community. Take the ‘Most Completed Activities’ section. At the beginning of the journey a community manager is keen to get any type of engagement and activity but as the community matures he will want to see activity types that indicate deeper engagement such as questions, answers, and microblogs.
Being able to review the activity types and counts enables the community manager to take proactive actions to educate members and cultivate participation to encourage the right types of activities based on the social journey stage of the particular community.
These are just a few examples of how data can be used to track a social journey and encourage movement to more mature stages of the journey. If you would like to learn more about how Engagement Scorecard can help you track your social journey, please contact us.