Greetings CMGR Class! Unfortunately, I couldn’t attend the Google+ Hangout for class due to an unfortunate family matter. I’ll spare everyone the details, but I truly regret not being able to participate in the last hangout of the semester. This week we’re discussing scaling a community and how to make it more manageable, which I will be moderating. I believe this is a very important topic because it ensure that a Community Manager isn’t overloaded and can adequately maintain their community.
Last week we discussed analytics, metrics, and ambassador programs. I find metrics to be very interesting because it is something that I use every day at work. We have a multitude of SaaS providers that we use to monitor the performance, up/down time, and various other aspects of our web portals. Ambassador programs are important because it can expose your community to a new audience therefore improving the discussion between your participants.
Kelly mentioned Wegman’s food stores for ambassador programs, emphasizing the endless possibilities for implementing them. I think this is a great example because Wegman’s has a great, well-known brand (in certain areas) that can be used to generate a lot of interest among consumers. Depending on the location, Wegman’s could benefit from an ambassador program embracing an online community that may be a bit foreign to their own. The new audience would definitely prove to be useful when they are attempting to expand their market to a new city or state.
Justification for such an ambassador program requires detailed metrics, which may include the following:
- # of consumers participating in community that convert to sales
- Overall social media activity – # of tweets, posts, likes, etc…
- Feedback from surveys sent to your audience
- # of unique visits between major social media networks (Twitter vs. Facebook vs. Tumblr)
The most important of all metrics is conversion – how many participants on social networks turn into actual customers? How much revenue am I gaining for each of these new consumers? Questions such as these must be answered to justify any type of spending by a company to support a program.
I listed a few metrics that I use for my job that assists me with assessing how we’re doing when meeting our customers’ needs. These include metrics such as average load times, browser usage, down/up times, server load / bandwidth and Google analytics. Metrics assist me with determining how we can improve our process to make our audience happier. If they are waiting over a minute for a page to load, obviously a person won’t be happy and might leave.
Overall, last week was great and I’m looking forward to this week’s moderation assignment. I wish I could have made it to the last class… this was a truly valuable experience and I appreciate everyone’s feedback.