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The State of Communities 2018 Report We Asked 150 Community Experts from Around the World What Makes Communities Thrive This Year

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The State of Communities 2018 Report We Asked 150 Community Experts from Around the World What Makes Communities Thrive This Year The State of Communities 2018 Report We asked 150 community experts from around the world what makes communities thrive this year. 2018 Report Introduction — 3 THEY CALL THEMSELVES:* Community Leader | Social Media Manager | Di- gital Marketer | Community Engagement Program Manager | Community Manager | Curator Consul- tant | Head of Community | Head of Community Management | CEO | Experience Design Strategist Entrepreneur | Mentor | Investor | Trend Forecaster | Community Director | Creative Marketing | Coor- dinator | Content Strategist | Community Organizer | Community Strategist | CMO | Digital Communi- cations Officer | Head of Communications Presi- dent | Community Builder | Operations Manager | Project Manager | Digital Editor | Marketing Di- rector | Founder | Software Developer | Art Histori- an | Professor | Senior Manager | Network Catalyst | CTO | Marketing Manager | Community Architect | Facilitator | Customer Happiness Officer | Event Organizer | Business Developer | Content Creator | Artist | CFO | Community Operations Manager | Developer | Digital Manager | Innovation Ideator | Community Driver | ... THEY LEAD COMMUNITIES AT PLACES LIKE: WeTransfer | Protein | Red Bull | Sofar Sounds | EyeEm | Airbnb | Google | CNN | SPACE10 | Zapier | Polaroid Originals | Depop | & many other places that con- nect people online and offline. * Answers to question nr. 2 of the survey: WHICH TITLE BEST DESCRIBES YOUR JOB? The State of Communities METHODOLOGY The survey was conducted in November & December 2017. Expert inputs. We asked 20 experts on The goal was to capture the views the topics that occupied them most and condensed of people who build, those into a 22 question survey. The survey was then shared with a larger group of lead and manage communities. peers, experts and selected Survey. online communities. During November and December 2017, 150 people answered the questions. Their responses were analyzed and condensed It resulted in 10 findings that into 10 findings, divided into two overall topics. indicate the status quo and Analysis. In the survey, the order of the answers was future of what will make always randomized to avoid biases. The answers were also communities thrive in 2018 kept anonymous. FINAL REPORT The State of Communities 2018 Report Introduction — 7 A quick note from the editors: We also see the impact We’re falling in love that movements can have: with the internet again. #metoo has paved the way and many more grassroots Today, the myriad ways initiatives will follow. of connecting with each People take things back other result in unexpected into their hands, and it’s models of collaboration. actually working. 2018 is a year where we These are just some of the reflect on the platforms insights we gained this year. we engage with and We hope you find them form smaller, tighter- useful and join us for further knit communities. research in the future. With love, Your friends at co-matter The State of Communities 2018 Report Introduction — 9 Contents Part 1 — THE STATUS QUO 14 Part 2 — THE FUTURE OF COMMUNITIES 36 1. ORGANIZATIONS ENGAGE WITH 16 6. NEW METRICS TO MEASURE 38 THEIR AUDIENCE TO GROW THE IMPACT OF COMMUNITIES 2. PEOPLE JOIN COMMUNITIES 18 7. PEOPLE CONNECT IN SPECIALIZED 42 TO CONNECT WITH EACH OTHER NICHE COMMUNITIES 3. A SHARED PURPOSE MAKES 22 8. COMMUNITIES THRIVE ON 46 COMMUNITIES THRIVE CLEAR VISION AND GOVERNANCE 4. COMMUNITY LEADERS ARE 26 9. PEOPLE ENGAGE WITH VIDEO 50 DISSATISFIED WITH THE STATUS QUO AND CURATED CONTENT 5. IT’S HARD TO MEASURE 32 10. IN AN UNCERTAIN FUTURE, PEOPLE TAKE 54 THE IMPACT OF COMMUNITIES THINGS BACK INTO THEIR HANDS The Status Quo Five findings that define what makes communities thrive today. Question: 1. WHY DO YOU ENGAGE WITH YOUR AUDIENCE? (Multiple choice) ORGANIZATIONS ENGAGE WITH THEIR AUDIENCE TO GROW 62.8% GROWTH People who engage with me are more likely to recommend it to a friend or share it 54.5% RETENTION People who engage with me are more likely to become long-time customers 51.7% KNOWLEDGE People who engage with me give feedback and insights 62.8% of respondents say that the main on how I can improve reason they engage with their audience is to grow, meaning they hope to gain popularity, engagement and ultimately more members joining their community. 43.4% This number is closely followed by 54.5% CONTENT People who engage with me of people who cite retention as a key generate content that helps driver when it comes to investing in their communities. Retention indicates the extend my reach number of people who stay with your community once they have joined. While growth and retention are establis- 39.3% hed success metrics, knowledge stands REVENUE People who engage with me out of this category. 51.7% of respondents are likely to buy more of my stated that the feedback and insights they gain from community members is product / service important to them. This finding is a sign that more organiza- tions are seeing the potential in involving their customers in important product decisions and becoming user-centric businesses. The State of Communities 2018 Report The Status Quo — 17 Question: 2. WHY DO YOU THINK PEOPLE BECOME PART OF YOUR COMMUNITY? (Multiple choice) PEOPLE JOIN COMMUNITIES TO CONNECT WITH EACH OTHER 73.8% CONNECTION Meeting people who share the same beliefs and values 44.8% EDUCATION Learning a new skill 38.6% ACCESS Access resources like invite-only groups, job opportunities or discounts 73.8% of respondents believe that people join communities to connect with those who share the same beliefs and values. 35.9% RECOGNITION Being acknowledged Other factors include the desire to learn for their engagement something new (Education, 44.8%), the ability to access resources like invite-only groups or discounts (38.6%) and being acknowledged for their engagement and contributions (Recognition, 35.9%). 28.3% Meanwhile, only 13% believe monetary ENTERTAINMENT Being entertained by taking rewards are an incentive to join a com- part in the community munity. As humans, we’re conditioned to be re- warded for our achievements. However, these rewards don’t necessarily form the basis of a community. What makes us join 13.1% a community is the promise of new and MONEY Earning money meaningful relationships, not monetary by being engaged incentives. The State of Communities 2018 Report The Status Quo — 19 THE ETERNAL STRUGGLE Organizations build communities to grow. People join communities to connect. How can a community meet both interests? 2018 Report The Status Quo — 21 Question: 3. WHAT DO YOU THINK IS MOST IMPORTANT FOR A COMMUNITY TO THRIVE IN 2018? A SHARED PURPOSE MAKES COMMUNITIES 100 THRIVE 80 60 31.4% 5.5% SHARED PURPOSE TRANSPARENCY 20.0% 2.1% SENSE OF BELONGING LEADERSHIP 40 Having a shared purpose is the most im- 13.8% 2.1% portant element to making a community TRUST MONETARY GAINS thrive. 31.4% of respondents indicated FOR MEMBERS purpose-led communities are key to suc- cess in 2018, closely followed by 20% who believe that a sense of belonging makes the difference. 11.0% 20 PERSONAL GROWTH Respondents could only choose one ans- OF MEMBERS — wer for this question. The results show that strong communities are based on a set of shared beliefs. These 9.7% beliefs can be manifold: from backing a INCLUSIVITY 4.4% OTHER Kickstarter campaign to supporting poli- tical or religious movements. 10 The State of Communities 2018 Report The Status Quo — 23 A SHARED PURPOSE The running club from Danish beer brewer Mikkeller has become a global phenomenon. United by both a passion to run and drink, over 12,000 MRC members worldwide meet regularly to run together and have a beer afterwards. The State of Communities © Photos by Mikkeller Running Club Question: 4. WOULD YOU LIKE TO INCREASE YOUR AUDIENCE'S ENGAGEMENT NEXT YEAR? COMMUNITY LEADERS ARE DIS- SATISFIED WITH THE STATUS QUO 88.3% 6.9% 4.8% YES I'M HAPPY WITH UNDECIDED THE WAY IT IS True or False: I’M SATISFIED WITH THE PLATFORMS I CURRENTLY HAVE ON HAND TO ENGAGE WITH MY AUDIENCE. 37.1% 36.5% 26.4% YES NO UNDECIDED Almost 9 out of 10 respondents aim to in- Question: crease engagement of their audience this IF YOU COULD USE ONLY ONE PLATFORM TO ENGAGE WITH YOUR AUDIENCE IN 2018, year. There’s a mere 0.6% difference bet- WHICH ONE WOULD IT BE? ween the people who are satisfied with the platforms they currently use (37.1%) and those who are dissatisfied (36.5%). The rest (26.4%) are undecided. When asked which one platform experts 18.1% 17.4% 64.5% would pick to engage with their audience INSTAGRAM FACEBOOK OTHER in 2018, the results are varied. Instagram GROUPS and Facebook groups are leading the way, but with just 18% each. The results show that it has become in- creasingly hard to reach people today. As we communicate across a variety of channels and media (from text to images to video and everything in between), en- Facebook pages, Slack, Twitter, LinkedIn, gagement spreads over many layers that YouTube, Meetup, Medium, Eventbrite, become increasingly hard to manage. Google Groups, WhatsApp & more The State of Communities 2018 Report The Status Quo — 27 Why Why people are people are satisfied dissatisfied with with existing existing platforms* platforms* 1. 1. ABILITY TO REACH PEOPLE WHERE THEY ARE LACK OF OWNERSHIP The existing platforms are established communication Most platforms keep user data to themselves, making it channels that people already use and trust. impossible to reach an audience outside of this platform (e.g. via email). 2. PLENTY OF PRE-MADE TOOLS 2. From moderation tools to notifications, discovery BATTLE FOR ATTENTION algorithms and built-in notifications. Most platforms Algorithms define what people see on platforms. also integrate well with other platforms. It becomes increasingly uncertain whether your most important messages reach the audience.
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