Tag Archives: engagement

Don’t gamify. Engage!

Don’t try to game your users into doing something you want. Instead, use meaningful achievement tracking to encourage community contribution and motivate personal growth.

Forum points are great as a motivator for some folks, particularly the ones who are good at answering questions. However leaderboards can also be extremely demotivating for newcomers. Someone just joining your community may see the huge gap between their reputation level and that of a seasoned participant as an insurmountable obstacle. This leaves you in a little bit of a bind: how to keep your top contributors motivated while also encouraging participation from new members?

It is tricky, if all you can track are forum interactions, and you can resort to using “top 10” lists for the hour or the day to give everyone a chance to see their name in the lights. Sure. That will work for some people: namely the same ones who were motivated by the points all along. They are the ones who already spend hours on the forum, ready to pounce on an unanswered question. Maybe an improved points system will reach a broader mass of them, but they do not make up the majority. This is why I believe that any points-based system will forever be lacking effectiveness.

It’s not all about points.

Let me rephrase that: It’s not at all about points. Points are just an easy way out. Quick, and seemingly fair. But does your community truly exist on the Q&A forums? What about bloggers, user group leads, dedicated customers who take your training and achieve professional certifications? What about makers of video tutorials, and curators of compatibility lists? How many points do they earn if they don’t post in the forum? Zero.

Is their contribution any less valuable? Or as their points status indicates, completely devoid of value? No.

So what do you do? How do you capture all the other stuff that is not just a Q&A binary?

It will take work. Years, probably, and still you’ll never be done.

And it will take support and buy-in from groups in your organization that you may never worked with before. Such as channel marketing and training. So this is not for the faint-hearted.

Tell you the truth, I have yet to finish building such a platform in the wild, but inside my head, it would look something like this:

  1. Create a system that captures behaviours online. Some automatically, and some, you should be able to capture manually. Each behaviour that you capture can be called an achievement, and you can view it as a LEGO block that you can make other things from.
    Example: Post on your blog about Linux. OR Give a presentation at your user group meeting.
  2. Those other things can be called quests or missions or whatever you like. You get to write the rules how each of these quests is completed: ten of the same achievement, or maybe any combination of ten achievements from the same “family” that fit together well.
    Example: Post about Linux once every month for 12 months completes the “Blogger” quest. OR Five blog posts, one magazine article, two public presentations, and a podcast complete the “Public Figure” quest.
  3. Make it more of an honor system than a rigid bureaucracy. Allow people to claim achievements, and periodically/sporadically audit. Community is good at sensing BS, so rely on self-policing and moderators more than bureaucratic enforcement, and you’ll be golden.
    Example: Allow me to claim my “blog post” achievement by simply logging in and submitting the blog post URL. Issue the achievement badge immediately, but also list the event in the activity feed for all to see. Have a red flag or other abuse reporting functionality built in, so that others can report fraudsters.
  4. Start with a small, well-defined scope. Don’t forget the forums! Find a way to translate all those points earned daily into achievements, so that everyone can benefit. Thankfully, forums already capture a lot of data, so just come up with a balanced system where forum activity won’t drown out the rest — because it’s that “rest” that you’re really creating the system for (see opening paragraphs).
  5. Once everyone is on board, and obligatory bugs, quirks, and ruffled feathers have been dealt with (remember, you are unseating the reigning elite here, so be prepared), you can begin adding achievements that are traditionally not viewed as “community” or “social-media” like. Professional training and certifications are an example. Same can be done for partner training and certified system integrators. You will find that many of these programs are very similar to a quest in your system. It may take completion of a number or classes and an exam to become a certified partner. In many cases, there is already a system tracking it, so what you’ll do is integrate it with your system, in a way that makes sense.
    This is a really tricky part, and will require that you work together and get buy-in from people who you may not usually work with. If your company is large, there will be many more players involved, and progress will be slow, but in the end, you will have a system of achievement and recognition that will capture more than just forum posts, and will therefore reward and elevate people who contribute to your community in a variety of different ways. And we all love variety, right?

One day, somewhere, I want a chance to build such a thing, and then my joy will be great. Until then, it’s going to remain a vision for me to aspire to with all the community work I do: build each piece in such a way that were there a chance to expand it into this sort of an all-encompassing rewards system, it would naturally fit. If nothing else, it ensures that I never lose sight of the big picture and the overarching goal of running a community program.

In closing, this is more of a visionary post than the usual hands-on guides that I have been posting here. I promise that the next one will be practical again.

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Filed under Advanced, Community management, Reputation

Community is not about you

If you only engage with your community for selfish reasons, you will fail, and it’ll serve you right.

You have forums, blogs, and social media channels at your disposal, and you even post fresh content at regular intervals, but your community is still withering on the vine. There are no comments on your blog posts, forums are full with the sound of crickets, and only spammers ever tweet at you.

What now?

While it may look like you are doing all the right things on surface, take a closer look at what you are actually posting in all the channels. Chances are, you will find that your blog is full of repurposed press releases and marketing copy, and that your tweets are pointing to general-purpose pages or promotional microsites that have flash animations but no meat to them.

Now ask yourself a question: What have you done to deserve your community’s attention? What have you given them that you expect their likes, and retweets, and shares?

It’s neat to sit at your desk all day creating campaigns, measuring engagement, and pulling sentiment reports. And all too often we focus so much on metrics that we forget that the only reason we have our jobs are our customers, and that in order to have a thriving community we have to serve it. In short, it is not about what you want, it’s about what your community wants.

People invented all the social technologies not for us to blast out our corporate messaging, but because they had a genuine need to share the stuff they care about with their friends, family, and colleagues. So give them the stuff they care about.

Give them access to documentation and the knowledge base — free and without a login. They liked your product enough that they are using it, and they need help with it, now is not the time to try their patience by putting up barriers. Next thing you know, someone will tweet a link to your KB article.

And make your user forums public for crying out loud. If some of your customers are engaged and generous enough to help others on the forum, use their generosity to your advantage. Build your site navigation to make it easy to jump from community area to official product pages (and back!), then use the power of SEO to bring in more traffic. Because no marketing copy is more relevant to the product than the customers actually talking about it on your forums. Your users get visibility and recognition and you get more readers and more participation. You might even preempt a support call or ten.

I have seen super active communities with a healthy ratio of about 1-2% posters out of hundreds of thousands unique visitors, most of whom arrive through organic search. Some of these uniques will convert to contributors, but don’t expect miracles. You won’t defeat the 90-9-1 rule, but you can remove the barriers to participation and increase the total audience.

The neat thing is that in the end, everybody wins. If you give your peeps what they want, they will return the favor in spades, and your metrics will look awesome.

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Filed under Community management