ANA Online Community Playbook

ONLINE COMMUNITY PLAN
Playbook & Toolkit
105
Follow this simple step-by-step playbook to develop and launch an

online community that meets your marketing objectives.
Table of Contents ONLINE COMMUNITY PLAN
Framework 03
Introduction 06
stage 1 Prepare Your Company 08
stage 2 Online Community Plan 12
stage 3 Select Technology 15
stage
4 Implement Community 19
stage 5 Launch Your Community 23
stage
6 Measuring Results 25
Conclusion 27
About 28
Framework
Click the buttons below to access all related
Leverage the framework below to quickly empower training, tools, templates, and other resources.
your organization’s online community strategy.
1 PREPARE 2 PLAN 3 SELECT 4 IMPLEMENT 5 LAUNCH 6 MEASURE
Leveraging Public Online Communities Driving Online

Project Plan Consulting RFP Metrics Dashboard
Communities Technology Overview Community Adoption
State of Online Comm. Advocacy & Loyalty Community Manager

Risk Assessment Launch Checklist ROI Calculator
for Customer Support Technology Overview Job Description
Build vs. Buy Decision

Readiness Assessment Budget Template Policy & Guidelines
Matrix
Strategy Scorecard Vendors Matrix Governance Document
Content Marketing
Business Case RFP Template
Editorial Calendar
Vendor Evaluation
1 2 3 4 5 6
Prepare Your Online Select Implement Launch Your Measuring
Company Community Plan Technology Community Community Results
Introduction
How to Use This Consulting Playbook Key Success Factors for Communities
This playbook consists of six stages, each with a description of steps, Here are some of the key success factors when building an online
and action items. Action items include using our premium tools and community:
templates. Our goal for your use of this playbook is to help you:
Key Success Factor Reasoning
Understand how online communities can add value in If the community doesn’t have users,
Driving User Adoption
it’s not really a community
sales, marketing and customer service
Content is the lifeblood of any

Producing Content
community – be prepared to produce
Plan for the launch of an online community that integrates

into your broader marketing strategy Not all community platforms were
Enabling Technology
created equal – pick a winner
Communities require careful

Maintaining Moderation
moderation and nurturing to succeed
Launch & Measure the community you develop and
improve it based on the results
You need to know how your
Measuring Results
community is performing to show ROI
This playbook will cover each of these key success factors and
provide advice and tools to help.
ONLINE COMMUNITY PLAN 4

1 2 3 4 5 6
Introduction
What is an Online Community? What is Gamification?
An online community is a community that forms on the internet. Gamification is the use of game thinking and game
A community is a group of people interacting, sharing, and mechanics in a non-game context in order to engage
working toward a common goal. They also share in forums, users and solve problems.
e-mail groups, and even in the comments sections of blog Gamification techniques leverage people’s natural de-
posts and news articles. sires for competition, achievement, status, self-expres-
sion, altruism, and closure.
Deborah Ng
A core strategy for gamifying is to provide rewards
Online Community Management for Dummies for players for accomplishing desired tasks. Types of
rewards include points, achievement badges or levels,
the filling of a progress bar, and providing the user
with virtual currency.
Competition is another element of games that can be
used in gamification. Making the rewards for accom-
plishing tasks visible to other players or providing leader
boards are ways of encouraging players to compete.
Another approach to gamification is to make existing
tasks feel more like games. Some techniques used
in this approach include adding meaningful choice,
onboarding with a tutorial, increasing challenge, and
adding narrative.

1 2 3 4 5 6
Introduction
Value of Creating an Online Community Public vs. Private Communities

Online Communities can help accelerate almost any stage of the Early in the process, you will need to decide whether your community
sales/purchase cycle: will be public or private.
Inbound Links/SEO Communities Private Communities

Need User Generated Content
Posts/Comments Open, anyone can register and Invitation-only, must be accepted to
participate join
Discovery
General market opinions and Focused feedback from users and
feedback customers
Consideration Great for B2C brands looking to Great for associations and member
reach consumers organizations
Customer Feedback
Support Issues
Decision Responsiveness
Public communities are generally good for increasing web traffic,
Peer Reviews creating backlinks, and generating leads whereas private communities
Customer Success are helpful for supporting customers, getting feedback, and connecting
Review New Features members with each other in an exclusive medium.

1 2 3 4 5 6
Introduction
Outputs from This Playbook
Stage 1 - Prepare Your Company

Readiness Assessment, Strategy Scorecard, Business Case
Stage 2 - Online Community Plan

Project Plan, Budget, Risk Assessment and Customer Profiles
Stage 3 - Select Technology

Requirements, Community System RFP, Vendor Evaluation
& Selection, Build/Buy
Stage 4 - Implement Community

Consulting RFP, Policy & Guidelines, Job Description,
Governance, Calendar
Stage 5 - Launch Your Community

Driving Online Community Adoption Guide, Launch Checklist
Stage 6 - Measuring Results

Online Community Metrics Dashboard, ROI Calculator

STAGE 1
Prepare Your Company

In Stage 1, you will understand the value of online communities and gamification, determine your
organization’s readiness to develop a community, document your goals and objectives, and build
the business case for investment.
Key steps in this stage include:
STEP 1: View Workshop on Online Communities

STEP 2: Review Online Community Research
STEP 3: Conduct a Readiness Assessment
STEP 4: Develop an Online Community Strategy
STEP 5: Build the Business Case
2 3 4 5 6
Introduction
1 Online Select Implement Launch Your Measuring
Community Plan Technology Community Community Results
Prepare Your
Company
STEP 1 STEP 2
View Workshop on Online Communities Review Online Community Research
Action Item Action Item
Learn more about the value of online communities by Read our The State of Online Communities for Customer
watching our on-demand workshop Leveraging Public Support and learn what the customer support landscape
Communities with an expert speaker from Toshiba. looks like and how effective crowd based, self-service
support channels are working.
WAT C H V I D E O VIEW RESOURCE
How did Toshiba get value from their community? Download our Social Media Marketing Solution Study to
Doubled their marketing reach better understand how large social networks fit into a broader
Drove down support costs digital marketing strategy.
Created an engaging user forum

Extended value of marketing events

2 3 4 5 6
Introduction
Prepare Your
Company
STEP 3 STEP 4
Conduct a Readiness Assessment Develop an Online Community Strategy
Use the Online Community Readiness Assessment to Use an Online Community Strategy Scorecard to provide
determine how prepared your organization is to launch a senior management with a one-page document that clearly
successful, long-term community program. outlines your plan of attack for this project.
VIEW RESOURCE VIEW RESOURCE
What are the sections of the assessment? Key information to include in scorecard:
Senior Management Commitment Objectives
Alignment with Business Objectives Programs & Initiatives
Knowledge of Best Practices Metrics & KPIs
Planning Timeframes and Goals
Staffing, Systems, and Training

2 3 4 5 6
Introduction
Prepare Your
Company
STEP 5
Build the Business Case
Action Item
Use the Online Community Business Case to convince

senior management that pursuing an online community
strategy makes financial sense for the organization.
VIEW RESOURCE
Sections of your business case should include:

Executive Summary
Opportunity Overview & Key Success Factors
Assumptions & Decision Making Criteria
Business Impact Analysis
Risks & Contingency Plans
Recommendations

STAGE 2
Online Community Plan

By now, you should have secured buy-in from senior management to move forward on the Online
Community initiative. In this Stage you will work with your team to plan your community launch.
Key activities for this stage include:
STEP 1: Build Your Project Plan

STEP 2: Complete a Risk Assessment
STEP 3: Generate a Project Budget
1 3 4 5 6
Introduction Prepare Your
2 Select Implement Launch Your Measuring
Company Technology Community Community Results
Online
Community Plan
STEP 1 STEP 2
Build Your Project Plan Perform a Risk Assessment
Use the Online Community Project Plan to establish a Use our Online Community Risk Assessment tool to
clear project scope and decision rights and to secure consider any potential pitfalls or risks that could affect
executive sponsorship for the initiative. your program’s success, then brainstorm ways to mitigate
these risks.
Sections of your project charter should include: What is included in a risk assessment?
Project Overview Project Stakeholders Event or Risk Description
Description Communications Plan Expected Outcome
Key Success Factors Decision Rights Impact
Risk Identification Approval Probability
Risk Mitigation Plan

1 3 4 5 6
Introduction Prepare Your
2 Select Implement Launch Your Measuring
Company Technology Community Community Results
Online
Community Plan
STEP 3
Generate a Project Budget
Action Item
Use the Online Community Budget Template to forecast

all costs associated with launching and maintaining your
online community.
VIEW RESOURCE
What costs should be included?

Software Licensing
Design & Architecture
Implementation & Support
Website Integration
Staffing & Training
Content Development

STAGE 3
Select Technology
In Stage 3 you will define your technology requirements, research vendors that provide community
management and gamification technology, consider the build option, invite your shortlist to submit
proposals, and make a decision about which platform to use.
The key activities in this Stage are:
STEP 1: Understand the Landscape

STEP 2: Consider the Build Option
STEP 3: Create a Shortlist of Potential Vendors
STEP 4: Submit an RFP to Short-listed Vendors
STEP 5: Refine Requirements and Select a Vendor
1 2 4 5 6
Introduction Prepare Your Online
3 Implement Launch Your Measuring
Company Community Plan Community Community Results
Select
Technology
STEP 1 STEP 2
Understand the Landscape Consider the Build Option
Use the Online Communities Technology Overview tool as Use the Build vs. Buy Decision Matrix to determine
a starting point to gather your technology requirements and whether building a solution internally would make more
determine whether they are “nice to have” or “must have”. sense than purchasing a software product from a vendor.
Use the Advocacy & Loyalty Technology Overview and enable What are some of the key decision-making criteria?
your organization to make effective investment decisions about Has skills to complete work
the Advocacy & Loyalty platforms and tools that best fit your
Can meet delivery timeline
broader Customer Engagement strategy.
Can deliver on projected costs
Provides cost-effective solution
Will support us going forward

1 2 4 5 6
Select
Technology
STEP 3 STEP 4
Create a Shortlist of Potential Vendors Submit an RFP to Short-listed Vendors
Use the Online Community Vendors Matrix to research Use the Online Community RFP Template to document
the key vendors in the online community and gamification your requirements for a community solution and then send
space and select 3 to 5 vendors to put on your short-list. this to your shortlist of vendors to get some proposals.
Key vendors in the industry include: What goes in a request for proposal (RFP)?
Lithium Company Information
Jive Statement of Work
Telligent Proposal Submission Procedure
Socious Score of Work & Requirements
Bunchball Estimated Budget

1 2 4 5 6
Select
Technology
STEP 5
Refine Requirements and Select a Vendor
Action Item
Use the Online Community Vendor Evaluation tool to

gather your technology requirements and compare each
vendor solution against your key requirements. Next,
decide which solution to move forward with.
VIEW RESOURCE
Key considerations when selecting a vendor:

Viability – will they be in business in 5 years?
Vision – where is the product roadmap headed?
Payment Terms – can you pay monthly?
Support – is support included or an extra cost?
User Training- included in licenses or extra?

STAGE 4
Implement Community
To this point, you have developed your online community strategy and selected a technology solu-
tion. Now, its time to implement the community and get prepared for launch to your end users.
In this stage you will focus your efforts to:
STEP 1: Hire an Online Community Consultant (optional)

STEP 2: Define the Community Manager Job Description
STEP 3: Develop Community Policies & Guidelines
STEP 4: Draft a Community Governance Document
STEP 5: Create a Community Content Calendar
1 2 3 5 6
Introduction Prepare Your Online Select
4 Launch Your Measuring
Company Community Plan Technology Community Results
Implement
Community
STEP 1 STEP 2
Hire an Online Community Consultant Define Community Manager Job
Use the Online Community Consulting RFP template Use the Community Manager Job Description template as
to invite 3-5 consultants who specialize in implementing a starting point for outlining the key responsibilities of the
online communities to send you proposals to help you person who will spearhead your online community program.
with your launch.
Why does it make sense to hire a consultant? What do Community Managers typically do?
Consultants know the common pitfalls to avoid Monitor activities in community and interact with members
They can bring focus to a busy management team Initiate insightful discussions with SEO value to drive traffic
Some community platforms are technical to implement Use social media to promote community and brand
To help with integration with other I/T systems Report on community metrics and performance
Provide extra resource If I/T is busy with other projects Inform product management about new feature ideas
Connect customer support with members needing help

1 2 3 5 6
Implement
Community
STEP 3 STEP 4
Develop Community Policy & Guidelines Draft Community Governance Document
Use the Online Community Policy & Guidelines template Use the Online Community Governance Document to
to govern the terms of use for users on your online commu- outline how the community fits into the overall governance,
nity and set expectations for acceptable behavior. budgeting, and decision-making structure of the organization.
Why do you need a community policy? What goes into a governance document?
To ensure users behave professionally Goals
To minimize risk of getting into legal hot water Structure
To document consequences of non-compliance Processes
To ensure a safe and productive working environment Roles & Responsibilities
Implementation Timeline
Metrics & Funding Model

1 2 3 5 6
Implement
Community
STEP 5
Create a Community Content Calendar
Action Item
Use the Content Marketing Editorial Calendar to orga-

nize and plan for the content you will be distributing
through your community at least 2-3 months in advance.
VIEW RESOURCE
What kind of content can you post in a community?

Thought-Leadership Articles
Interviews with Subject Matter Experts
Curated Content from 3rd Party Sources
New Resources Published by Your Company
Industry News
Infographics & Webinars

STAGE 5
Launch Your Community

In Stage 5 you will be focused on getting the community tested and launched to your users.
STEP 1: Learn About Driving Adoption

STEP 2: Build a Community Launch Checklist
1 2 3 4 6
Introduction Prepare Your Online Select Implement
5 Measuring
Launch Your
Community
STEP 1 STEP 2
Learn About Driving Community Adoption Build a Community Launch Checklist
Read the How-to Guide, Driving Online Community Use the Online Community Launch Checklist to organize
Adoption to learn best practices for getting end users to all of the details surrounding the launch of your online
use the community platform. community to ensure your launch goes smoothly.
Key sections of this how-to guide: A few things to keep in mind:

Executive Summary How to communicate this launch to customers?
Developing an Audience What content will you launch with?
Two Ways to Increase Community Usage Have you planned for any down-time?
Action Plan: Tactics to Drive Adoption Have all features been adequately tested?
Do you have a press release pre-written?

STAGE 6
Measuring Results
Now that you have launched your online community, you need to track the results of the program to deter-
mine success. We also recommend that you calculate your return on investment after a 3-year period to
provide an accurate financial picture of the impact the community has made on your organization.
In this stage, you will:
STEP 1: Build an Online Community Metrics Dashboard

STEP 2: Perform an ROI Calculation
1 2 3 4 5
Introduction Prepare Your Online Select Implement Launch Your
6
Company Community Plan Technology Community Community
Measuring
Results
STEP 1 STEP 2
Build a Community Metrics Dashboard Perform an ROI Calculation
Use the Online Community Metrics Dashboard to track Use the Online Community ROI Calculator to collect key
your metrics from your online community and demon- qualitative and quantitative information related to incre-
strate measurable results. mental costs and benefits, and perform an ROI calculation.
Following are some key metrics you want to analyze: Why perform an ROI calculation?
Total New Posts Demonstrate Solid Investment to CFO
% Posts with a Comment Determine Success of the Community
New Comments Posted Identify Areas for Improvement
Unique Visitors to Community Gain Credibility for Financial Acumen
# Community Members Build Trust with Senior Management Team
Leads & Revenue Sourced from Community Simplify Process for Getting Funding on Next Program

Conclusion
At the end of any project, it’s always a good idea to review it and identify
areas for improvement.
Demand Metric has the tools and expertise to help you build an effective
online community:
Create or audit your existing online community plan and strategy
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your
marketing department’s goals.
About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.
Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.
Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
About Demand Metric
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ONLINE COMMUNITY PLAN

Playbook & Toolkit

Follow this simple step-by-step playbook to develop and launch an

stage 1 Prepare Your Company 08

stage 2 Online Community Plan 12

stage 3 Select Technology 15

stage 5 Launch Your Community 23

1 PREPARE 2 PLAN 3 SELECT 4 IMPLEMENT 5 LAUNCH 6 MEASURE

Leveraging Public Online Communities Driving Online

State of Online Comm. Advocacy & Loyalty Community Manager

Build vs. Buy Decision

Strategy Scorecard Vendors Matrix Governance Document

Content is the lifeblood of any

Plan for the launch of an online community that integrates

Communities require careful

ONLINE COMMUNITY PLAN 4

What is an Online Community? What is Gamification?

ONLINE COMMUNITY PLAN 5

Value of Creating an Online Community Public vs. Private Communities

Inbound Links/SEO Communities Private Communities

ONLINE COMMUNITY PLAN 6

Outputs from This Playbook

Stage 1 - Prepare Your Company

Stage 2 - Online Community Plan

Stage 3 - Select Technology

Stage 4 - Implement Community

Stage 5 - Launch Your Community

Stage 6 - Measuring Results

ONLINE COMMUNITY PLAN 7

Prepare Your Company

STEP 1: View Workshop on Online Communities

Action Item Action Item

WAT C H V I D E O VIEW RESOURCE

Created an engaging user forum

ONLINE COMMUNITY PLAN 9

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

ONLINE COMMUNITY PLAN 10

Use the Online Community Business Case to convince

Sections of your business case should include:

ONLINE COMMUNITY PLAN 11

Online Community Plan

STEP 1: Build Your Project Plan

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

ONLINE COMMUNITY PLAN 13

Use the Online Community Budget Template to forecast

What costs should be included?

ONLINE COMMUNITY PLAN 14

STEP 1: Understand the Landscape

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

ONLINE COMMUNITY PLAN 16

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

ONLINE COMMUNITY PLAN 17

Use the Online Community Vendor Evaluation tool to

Key considerations when selecting a vendor:

ONLINE COMMUNITY PLAN 18

STEP 1: Hire an Online Community Consultant (optional)

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

ONLINE COMMUNITY PLAN 20

Action Item Action Item