The three stages of online community maturity and member engagement roadmap.

1. L E A D E R NETWORKS
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Early Stage
Mid-stage
Established/Thriving
Developing best practices and business value
• Clear business case
• Value proposition validated with
potential members
• Editorial process established
• Clear governance and leadership
• Lacks business case
• Under resourced, lacking in content
• Platform technology drives offering
• Too much control of message
• Losing sight of membership
• Activity trumps quality
• No content creation process/stale
information
• Size eclipses personal experience
• Failure to evolve, inflexible,
bureaucratic
• Doesn't deliver demonstrative value
to the business
Milestones
Risks
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Growth and engagement
• Members contribute actively
• Target audience reached
• Business value tracked and delivering
• Scalable processes in place
Community scales, insights inform LOB,
value pervades organization
• Acknowledged business value, meaningful metrics
• Strong executive sponsorship
• Operational alignment
Early stage: <9 month since launch.
The majority of member activities
online are inspired/cajoled by
Community staff. More than 80% of
content is Institutional content (IC).
Mid stage: 1 -1.5 years if slow
member acquisition, or 6 months to
1 year if rapid adoption. More than
60% of content is institutional (IC).
Some activity is user driven but
frequently spawned by sponsoring
organization.
Established: Approximately 2 years
old + PLUS an active user base, PLUS
a core member-leadership team.
<20% of members are engaged on a
quarterly basis. Balanced UGC and
IC.
Size and maturity not correlated.
Stages of Online Community Development

2. L E A D E R NETWORKS
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Early Stage
Mid-stage
Established/Thriving
Directed Search for Information
• Focus on “Now”
• Solve Problems
• Find Expertise
“Membership” and Corollary Value
• Expanded points of engagement
• Returning and active members
• Members contribute to content co-creation
• Best practices evident
Operational Risks
• Inconsistent, uneven delivery
• Weak, thin content
• Lack of resources starves transition
• Platform and available metrics drive activity
Integrated Customer Experience
• Recognition of Experts
• Community has Influence
• Future oriented information
• Member voice impacts future direction
Expectations Risks
• Marketing overrides community mission
• Company can’t let go
• Social technology advancements
• Stuck in present
Member Experience
Risks
2
Execution Risks
• Hard to find answers
• Credibility of advice questioned
• Unable to solve the problems
• Slow response to systematic issues
Member Experience Roadmap For Online Community

3. L E A D E R NETWORKS
Copyright © 2014 Leader Networks, LLC Proprietary & Confidential
About Leader Networks
Leader Networks is a strategic research and consulting firm that helps clients develop social business strategies
and create B2B online communities. Leveraging our extensive research agenda, applied domain expertise and
hands-on experience, we work with companies to share best practices, create social strategies, develop
sustainable business models, and shape user engagement in ways that will extend their operating model by
launching and growing online communities, digital marketing and social business initiatives.
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