defining success and measuring engagement
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Defining Success and Measuring Engagement. Tom Jelen & Andy Steggles. - PowerPoint PPT PresentationTRANSCRIPT
Defining Success and Measuring Engagement
Tom Jelen & Andy Steggles
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"Even though many new online communities are formed each
year, only a few turn out to be a viable platform for both discussion and support."- F.J.M. van Varik and H. van Oostendorp (2013)
Institute of Information and Computing Sciences, Utrecht University
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What are the traits of a successful online community?Photo credit: jepoirrier
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"In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of
users account for almost all the action."
- Jakob Nielsen (2006)Nielsen Norman Group
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What does “engagement” mean?
Photo credit: Melody Joy Kramer
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“Approximately 61% of newcomers received a reply to their initial post, and those who
got a reply were 12% more likely to post to the community again.”
- Elisabeth Joyce and Robert E. Kraut (2006)
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How do you get people to come back?
Photo credit: Scott Akerman
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How does your community measure up?
Photo credit: Scott Akerman
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Organization Members Launch Report Date Duration (months)
ACCC 14,000 4/1/2011 11/21/2013 31
ASA 20,385 5/13/2013 11/22/2013 6
ASHA 166,000 10/1/2011 11/26/2013 25
AUPHA 2,113 9/1/2004 11/21/2013 110
AXUG 12,482 3/1/2013 11/22/2013 8
CRMUG 10,377 10/1/2012 11/22/2013 13
DCAT 3,168 1/14/2013 11/21/2013 10
FPA 23,000 9/15/2010 11/21/2013 38
GPUG 13,734 3/1/2013 11/22/2013 8
MBREA 593 8/1/2009 11/25/2013 51
NAVUG 5,509 7/1/2013 11/22/2013 4
NJSCPA 15,000 5/10/2010 11/21/2013 42
SME 49,274 1/1/2012 11/26/2013 22
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Measure:% of Logged In
Users that Agreed to the
Terms of Use
Minimum Value 80%Maximum Value 100%Average 92%Median 93%
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Measure:% of Logged In
Users with Profile
Minimum Value 7%Maximum Value 37%Average 21%Median 20%
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Measure:% of Logged In
Users with Photo
Minimum Value 4%Maximum Value 28%Average 15%Median 15%
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Correlation of Duration to % of Logged in Users with Profile (r=0.5)
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Correlation of Duration to % of Logged in Users with Photo (r=0.45)
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Intro to Higher Logic’s Benchmarking Tool
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References:van Varik, F.J.M. and van Oostendorp, H. (2013), Enhancing Online Community Activity: Development and validation of the CA framework. Journal of Computer-Mediated Communication, 18: 454–475. doi: 10.1111/jcc4.12020
Nielsen, J. (2006). Jakob Nielsen's Alertbox: Participation inequality: Encouraging more users to contribute. Retrieved November 26, 2013 from http://www.useit.com/alertbox/participation_inequality.html.
Joyce, E. and Kraut, R. E. (2006), Predicting Continued Participation in Newsgroups. Journal of Computer-Mediated Communication, 11: 723–747. doi: 10.1111/j.1083-6101.2006.00033.x.
Photo Credits:All photos are licensed under a Creative Commons Attribution-ShareAlike 2.0 Generic licensed.
Jean-Etienne Minh-Duy Poirrier. Happy people in Happyland. Retrieved November 26, 2013 from http://www.flickr.com/photos/jepoirrier/5878692222/.
Melody Joy Kramer. Jackie's engagement ring. Retrieved November 26, 2013 from http://www.flickr.com/photos/mjkmjk/3391722755/.
Scott Akerman. Ruler. Retrieved November 26, 2013 from http://www.flickr.com/photos/sterlic/4299631538/.
References & Credits