champions & trolls the highs & lows of life as a

Community manager

16 january 2014

(or more accurately… a personal reflection on 10 years of the CIPD online community…)

The early days… before the forums

These days… it’s all about ‘me’http://www.newyorker.com/humor/issuecartoons/2013/11/25/cartoons#slide=1

what do our members want & need?

community = it’s all about ‘us’

2003

The community ‘pilot’ began in September.

2003

and within 3 weeks… we had to learn to deal with difficult questions

2003

You cannot always ‘vet’ who wants to be your friend

2004

Anyway… the “Communities” (as we’ve come to know them) were launched in January, after a successful four-month pilot.

August - joined

2004

0

250

500

750

1,000

Jan04Feb

04

Mar04

Apr04

May04

Jun04Jul04

Aug04

Sept0

4Oct0

4

Nov04

Dec04

Unique ContributorsPosts

“Joining the CIPD is one of the best investments I have made in 13 years of self-employment.” - Rachel B

2005

We invited active community members to Wimbledon in October (& Feb 2006) and asked them if they would like to become ‘Champions’.

Ask me about the case of mistaken identity :)

2005

The ‘Champions’ are our greatest asset in the community… they do the heavy-lifting & are there when I feel deflated

2005

People I want to hug. Reward the community that make our project possible.

“Thanks everyone for the brilliant suggestions, and to the couple of people who have sent private messages. I’m in a good position to proceed now” - Jennifer R

2005

The discussion forums were ‘locked down’ to members-only in June.

j

“I am even more grateful that your responses are as I had hoped, and I can demonstrate to the CEO that you share my opposition to the "barmy" idea, with rational argument and examples.” - Rosemary B

At that time 93% of visitors were already members.

2005

0

250

500

750

1,000

1,250

Jan04Feb

04

Mar04

Apr04

May04

Jun04Jul04

Aug04

Sept0

4Oct0

4

Nov04

Dec04

Jan05Feb

05

Mar05

Apr05

May05

Jun05Jul05

Aug05

Sept0

5Oct0

5

Nov05

Dec05

Unique ContributorsPosts

Member-only service from

20 June

“Crumbs! It’s surprising what you can learn from these ‘ere forums” - Tim B

Cranfield Institute of Management refer to our forums as “a golden benchmark” of online communities.

2006

“This is the first time I have read a Communities page, and have found it quite illuminating! It is heartening to know that people who have to make/enforce such decisions do give them serious thought, even if the issue seems clear-cut at the outset.” - Rachel C

2006

A source for stories…

“I am very impressed and pleased with the level of support shown by CIPD members. Any career shift can be daunting, especially at this time, but such assistance is extremely helpful." - Ben S

2006

Started a private board for ‘Champions’ in May.

“Our ability to sound off a little here is something I for one value a great deal: it clears a lot of air and I believe lets us approach the community knowing we have a professional "safety-valve" of colleagues (and friends) within the "Chumps". We can disagree without undermining each other, tease out the knots from some of the more tangled threads and poke a bit of fun at each other (on those we know and love on-site) without being, or being found, offensive. I would hate to lose that safety-net.”

2006

0

250

500

750

1,000

1,250

1,500

Jan04

Mar04

May04Jul04

Sept0

4

Nov04

Jan05

Mar05

May05Jul05

Sept0

5

Nov05

Jan06

Mar06

May06Jul06

Sept0

6

Nov06

Unique ContributorsPosts

2007

A relaunch on Telligent’s Community Server platform in September.

http://www.flickr.com/photos/whitehouse/3484005849/

But it’s worth saying... ’community’ is about people, not platforms

tech 10%

people 90%

NFEK

LM

n

m2007

June - joined March - joined

2007

0

500

1,000

1,500

2,000

Jan04

Mar04

May04Jul04

Sept0

4

Nov04

Jan05

Mar05

May05Jul05

Sept0

5

Nov05

Jan06

Mar06

May06Jul06

Sept0

6

Nov06

Jan07

Mar07

May07Jul07

Sept0

7

Nov07

Unique ContributorsPosts

New tech platform on

16 Sept

“I love these forums! I’m currently studying an MBA in HR and for me I learn something new every day. It’s one of the websites I make a point of visiting every day!” - Helen V

2008

A social KPI was added to the balanced scorecard (‘visits to the online community’).

“Although I am not a regular poster I am an avid lurker and learn so much from the communities. I find reading about the application of employment law and knowledge 10x more useful than sitting with a textbook or magazine article… The Communities are invaluable to me and the primary reason I renew my CIPD membership each year.” - Leanne A

We are in business.

2008

The “CIPD Member” group on LinkedIn was created in May. It is a very different place (now has 24,000 members).

http://gapingvoid.com/2007/04/07/tiny-ship/

2008

The Apprentice (BBC)

Everyone was talking about this

“...one lives and learns from these forums.” - David B

2008

0

500

1,000

1,500

2,000

2,500

3,000

Jan04

Apr04

Jul04Oct0

4

Jan05

Apr05

Jul05Oct0

5

Jan06

Apr06

Jul06Oct0

6

Jan07

Apr07

Jul07Oct0

7

Jan08

Apr08

Jul08Oct0

8

Unique ContributorsPosts

New tech platform in

Sept ‘07

2009

Opinion changes over time. A few years ago more managers were getting the jitters & worrying that staff would spend too much time using social media at work

behaviours established inside the workplace

2009

http://www.flickr.com/photos/subtle_devices/2143383372/

Heather Champ

“Being a community manager is like being a piñata. People beat you with sticks and you still need to give them candy.”

1968

“When I grow up I want to be a community manager.”

Communities need filling, prodding, shepherding, policing, nurturing…

2009

Guidelines help set expectations about community members’ participation

“You always get more than your bargained for on this site, not only informative responses but comedy and poetry thrown in. I always come away from reading a thread a little wiser and often with a smile.” - Tina D

2009

Chief Advisor of Doing Things the Right Way

2009

Acknowledge when people are right - even if they are hostile

It would be a mistake to dismiss as “the awkward squad”, rather than as the critical friends or ‘strategic provocateurs’ they really are.

2009

…but do not feed the trolls

2009

We consulted…

2009

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Jan04

Apr04Jul04

Oct04

Jan05

Apr05Jul05

Oct05

Jan06

Apr06Jul06

Oct06

Jan07

Apr07Jul07

Oct07

Jan08

Apr08Jul08

Oct08

Jan09

Apr09Jul09

Oct09

Unique ContributorsPosts

New tech platform in

Sept ‘07

“Thank you for your feedback... It has been really useful particularly as I’m the only HR person within the organisation and have no one to bounce my thoughts off.” - Helen M

2010

2010

0

1,000

2,000

3,000

4,000

5,000

6,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

21 April

5,505 visitors

10%

90%26%

74%

Visits to the online community in Dec 2013

CIPD website

2010

“As someone new to HR, your responses are tremendously helpful to me. I want to be doing the right thing by staff and having the opinions of HR professionals gives me the confidence to challenge these behaviours.” - Mary M-B

2010

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Jan04

Apr04Jul04

Oct04

Jan05

Apr05Jul05

Oct05

Jan06

Apr06Jul06

Oct06

Jan07

Apr07Jul07

Oct07

Jan08

Apr08Jul08

Oct08

Jan09

Apr09Jul09

Oct09

Jan10

Apr10Jul10

Oct10

Unique ContributorsPosts

New tech platform in

Sept ‘07

“I think that these discussions are great because as someone who is working in a HR role but learning the ropes at the same time, to hear everyone else's views and experiences really helps me. This thread alone has addressed several issues... seeing the other side of the coin. I am off to read other threads to see what I can learn.” - Clare D

2011

Think carefully about what you want to say & the type of response you want to elicit.

“...the forum is well respected by the people I work for who are not in HR. If we have a particular staff issue, I will be asked ‘what was the feedback from the forum?’ It is particularly valuable to have replies with a different view point to my own, hopefully helping to make the final decision a fair one.” - Kathryn G

2011

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Jan04

Jun04

Nov04

Apr05

Sept0

5Feb

06Jul06

Dec06

May07Oct0

7

Mar08

Aug08

Jan09

Jun09

Nov09

Apr10

Sept1

0Feb

11Jul11

Dec11

Unique ContributorsPosts

New CIPD website on

28 Feb

"(The Directors) have realised that they have an issue with HR not being taken seriously in the company... This probably wouldn't have happened if I hadn't spoken to them this morning - and if I didn't have your support and guidance I may not of, so I am very grateful to you all.” - Sam O

2011

Connections created between people who before now would not have crossed paths without significant effort

target moments

http://www.flickr.com/photos/69024001@N00/140411433/

2012

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Jan04

Jun04

Nov04

Apr05

Sept0

5Feb

06Jul06

Dec06

May07Oct0

7

Mar08

Aug08

Jan09

Jun09

Nov09

Apr10

Sept1

0Feb

11Jul11

Dec11

May12Oct1

2

Unique ContributorsPosts

New CIPD website in

Feb ‘11

“The answers were as I thought, but it is still helpful to have a support network at your fingertips.” - Katie M

2013

Communities reinvented?

“CIPD forums have saved my bacon a few times.” - Charlie K

2013

Between May and September, referrals from visits to the online community generated £18,000 in membership renewals.

“I love the community. On the whole, 99% of contributors both ask and answer with a genuine openness and honesty (even though it may not read that way at first). The time and effort that a number of the community contribute - it would be interesting to calculate the actual cost / value of that to members” - Mike M

2013

Activity in October

288,526 pageviews

25,977 visits

373 contributors

6,452 unique visitors

posts2,388

2013

90230

20

8%

49%

43%

The 20 most active contributors made 43% of all the posts*

Contributors

First time posters

First time posters

26%68%

6%

Posts (%)* this is entirely normal and to be expected. (Figures from December 2013)

2013

Not all will contribute. Not all need to contribute to create social value

http://www.flickr.com/photos/edublogger/490871942/

2013

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Jan04

Aug04

Mar05

Oct05

May06

Dec06

Jul07Feb

08

Sept0

8

Apr09

Nov09

Jun10

Jan11

Aug11

Mar12

Oct12

May13Dec

13

Unique ContributorsPosts

New CIPD website in

Feb ‘11

New tech platform in

Sept ‘07

“I have to admit that the Communities is the main reason I renew. Since I've been in my standalone role I find it invaluable and would have many a sleepless night without it!” - Sally W

2014

“The forum is a terrific resource that I make use of daily to keep myself up to speed. There's nowhere better for seeing how HR practice happens in the real world.” - Robey J

2014

Our members will increasingly want to access & post to the community from their mobile device and tablets.

“Thank you for sharing your valuable experiences which continue to inspire and steer me in the right direction.” - Gwinyai M

2014We know that members spend at least twice as long on the forums than elsewhere on the website. These members purchase more products as a consequence of their engagement and our engagement with them.

We know the online community is a highly valued benefit of membership, and an important place for staying in touch with CIPD, especially while ‘in transition’.

“Much of the art of community is subtle, undocumented, and unwritten” - Jono Bacon

The next challenge: to move from institutions to networks…

2014

Designed for divisions

Designed for connections

"It's not just about delivering content to members, it's about the convening power to help members discover each other.” - Steve B

Thanks to…• Flickr Creative Commons and the people who licensed their photos • Jono Bacon and Heather Champ for being so quotable • Dave Gray for permission to use his graphic • Dilbert.com for the cartoon strip • Kevin & Amanda for their free fonts

“Much of the art of community is subtle, undocumented, and unwritten” - Jono Bacon

to be continued…

Steve Bridger, Community Manager s.bridger@cipd.co.uk

@stevebridger