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buzz when they encounter it. Research has shown that participants are not only attracted to but are also motivated to return and contribute in communities that feel animated and vibrant. We nd that liveliness can be best measured by tracking a critical threshold of posting activity that experience and analysis have shown us characterizes healthy communities. In calculating the Liveliness factor, we look not only at the number of posts but also at their distribution within the community. The culmination of the previous list is a dashboard (Figure 7.3) that tells you at a glance if your community is balanced. There are a couple of frameworks out there to point the way. The simplest is basic Return on Investment. In their book Groundswell: Winning in a World Transformed by Social Technologies, Charlene Li and Josh Bernoff outline a speci c case from toy company Lego engaging Lego Ambassadors. Cost items (estimated: $200K) Internet coordination Staff time Travel Payment in Lego bricks Bene ts (estimated: $500K increase in sales) 25 Ambassadors reach 100 Adult Fans of Lego (AFOL) each: 2,500 people
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Each AFOL buys an average of $1K of Lego products/year Expected increase due to Ambassadors efforts: 20 percent Adult Fans of Lego represent 5 percent to 10 percent of Lego s billion-dollar-plus business. Lego Ambassadors program was created to:
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Build relationships with the most enthusiastic AFOLs Help Lego learn what s happening in the highly connected AFOL world In hard numbers, the case in compelling.
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How good are you at this whole social media thing anyway 1. We re good. 2. We re great! 3. We re learning. 4. We stink. If you choose anything except #3, you re wrong. To be more accurate, you don t know. The proper response to that question is Compared to what Wetpaint (www.wetpaint.com) is something like a web site development platform. Actually, it s a web presence platform. Wetpaint lets you build a rich, online community around the whatever-it-is that you re really into. Utilizing the best features of wikis, blogs, forums, and social networks, Wetpaint mixes everything you need so you can create, collect, and organize content on your own social web site. They decided to think deeply about social media and determine who s good at it and publish the results on something they call the Engagement Database (www .engagementdb.com). The Engagement Database is a wonderfully visual look at who s any good at this community thing (Figure 7.4).
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Figure 7.4 According to Engagementdb, Starbucks is more involved in social media than the rest. You can do a quick self-assessment against the Engagementdb based on what social media tools you use (blogs, calendars, bookmarking services, social networking sites, etc.), how active your customers are on the social media tools you use, how responsive your company is to customer activity, whether you have lots of people involved with lots of investment and broad interest across the company or it s just you, and nally, what type of business you re in. That s just for fun. The database itself is a bit more complex. The good people at Wetpaint evaluated and scored each brand s engagement in various channels using criteria customized for that particular type of social media. They looked at how deeply involved different departments and
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executives were and added all the channel sub-scores together to get a brand s overall engagement score. Is it accurate Is it complete Is it a global standard Compared to what
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Sea World San Antonio launched a new thrill ride called Journey to Atlantis and set out to promote it via roller coaster bloggers. They wanted to build relationships with the coaster community in order to build awareness of the ride in order to get more people to the park. They targeted 22 coaster enthusiast bloggers, treated them as a VIP audience, and created 11 videos and a 45-photo portfolio of the ride s construction for the bloggers to use at will. They invited the bloggers and the American Coaster Enthusiast forum to the media launch day and let them have the rst ride. How well did it work Half the targeted bloggers wrote about the ride and linked to it. They got another 50 links from unique web sites. The American Coaster Enthusiasts group brought 30 of its members to the ride. OK that s nice. But what about business outcomes A survey at the park determined that, at a cost of $44,000,
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