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Engagement Framework

Engagement Framework. Watchers. Sharers. Commenters. Producers. Curators. Goal: Grow community activity through consistent and valuable engagement to move members upstream toward Commenters/Producers/Curators. 80% (US). 24% (US). <1% (US). 61% (US). 36% (US). Not engaged Read blogs

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Engagement Framework

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  1. Engagement Framework Watchers Sharers Commenters Producers Curators • Goal: Grow community activity through consistent and valuable engagement to move members upstream toward Commenters/Producers/Curators 80% (US) 24% (US) <1% (US) 61% (US) 36% (US) • Not engaged • Read blogs • Listen to podcasts • Watch videos • Passive • Twitter updates • YouTube sharing • FB Like/Recommend • Active • Trip Advisor review • Blog comment • Facebook Post • Highly Engaged • Writes a blog • Creates podcast/videos • Responds to audience • Hyper Engaged • Moderates community • Polices forums • ManagesWikis Source: Charlene Li, Open Leadership (2010) • Leverage Five Ps of social marketing to build effective strategies/tactics to achieve goal Place • Understand the nuance & distribution of the network Purpose • Have a clear cause/value/intent you plan to bring to the conversation in the place People • Get to know the existing community and the type of people you want to attract Participation • Determine how you want to engage and the type of participation you expect from the people Promotion • Map your promotional content/outlets to fit the place, purpose and people Source: Brian Solis, Engage (2010)

  2. Engagement Framework Applied: LinkedIn Watchers Sharers Commenters Producers Curators • Primary Goal: Grow community and drive members to become Producers/Curators • Secondary Goal: Shift conversations from break fix/how to towards discovery & usage Status: Currently LinkedIn members watch, share and comment • Hyper Engaged • Moderates community • Polices forums • ManagesWikis • Highly Engaged • Writes a blog • Creates podcast/videos • Responds to audience • LinkedIn Office group/forum • Share insights on the value of Office as a premium business tool • Start/sustain conversations about how people use Office @work • Mostly small businesses and information workers interested in how to use the Apps more effectively Place • Get people visiting/contributing/policing the forums • Organic conversations amongst the community members Purpose 1 Desired People • Raise awareness of the forums as a place for value exchange between MSFT-community members • Showcase unique App use cases & UGC Participation Engagement Tactics Promotion 2

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