Community strategy: what it consists of?

A community strategy is a plan or approach designed to build, grow, manage, and sustain a community around a common interest, purpose, or brand. The strategy focuses on engaging community members, fostering interactions, and achieving both the goals of the organization (community leader) and the needs of the community members.

Developing a community strategy is tough because every community is unique, with its own set of challenges and needs. But it's still important and there are tons of reasons for that.

First of all, having a good plan helps everyone move in the same direction and work together effectively. A clear plan or strategy sets specific goals and helps everyone understand what they need to do. This prevents people from working on things that don't help the community, making sure that time, money, and effort are used wisely.

Communities often have limited resources, and a good plan ensures that these are spent on the most important things. This means the community can achieve more even with limited resources, avoiding waste and focusing on what really matters.

It may not be the most obvious, but a strategy helps handle conflicts better. In any community, people might have different opinions and wants. A good strategy takes these into account by involving key members in the planning process. This way, everyone's viewpoint is considered, reducing disagreements and making sure the community stays united.

Having a strategy also makes it easier to check how well the community is doing in reaching its goals. It sets clear markers for success, which helps community leaders and residents see what's working and what isn't. This ongoing evaluation is important for making necessary changes and keeping the community on track.

It's important to point out that clear and structured plan can attract outside partners and funding. Donors and investors are more likely to support a community that shows it is organized and committed to a sustainable future. A good strategy shows that the community means business, making it a more attractive option for investment.

Lastly, a strategy helps a community be ready for challenges and unexpected situations. It involves thinking about risks and preparing for potential problems in advance. This proactive approach means the community is not just reacting to issues as they arise but is prepared to handle them effectively.

Building a community development strategy involves several critical stages, from understanding the community's needs to implementing solutions and evaluating their effectiveness. Let’s have a detailed look at each stage.

Stage 1: Analyze your Community and Competitors' Communities

The first important step in community management is to thoroughly understand your own community. The correctness and relevance of the goals and objectives set at the next stage will depend on the quality of your analytics at this stage. So take your time and do not skip it under any circumstances.

Begin by addressing the following essential tasks:

1. Determine on which stage your community is: Is it in its nascent stages, growing, or well-established? This will help to undestand better what engagement activities you should focus on.

2. Develop a target member portrait: It's crucial to know who makes up your community. This involves:

   • Conducting surveys, interviews, and focus groups with community members to gather deep insights into their needs, expectations, and satisfaction levels.
   • Describing segments within your target audience. Take into account sociodemographic characteristics such as gender, age, marital status, education, income, occupation, decision-making power, what social media they use etc., and psychographic details like values, life position, motivations, and interests.

You may have multiple target audiences. Create a portrait for each.

3. Use The Community Canvas Model, which we discussed in one of our previous articles, to analyze your community in detail. This model helps to break down the community-building process into three main elements:

Identity

Here you need to answer the questions like:

• What is the purpose of your community? Why have you come together?

For example, you have joined together to prevent the deforestation of forests around your city. Or, if you are a business organization, the goal of the community might be to increase customer loyalty and repeat sales.

• What is your community's identity? What defines you?
• What are your core values? What matters to you?
• Does your community have a brand? Can you describe your brand pyramid?

(Image was taken from https://brandfolder.com/resources/brand-pyramid/)

• How do you measure success?

Understanding what success looks like for your community can vary greatly depending on its theme and objectives. For instance:

• A 15% increase in Lifetime Value (LTV) over six months.
• Achieving a Net Promoter Score (NPS) of 80%.
• Developing a recycling program that offers incentives for participation, leading to a high rate of recycling among residents.
• A law protecting the rights of minorities is passed.
• Reduce training course refunds by creating a supportive atmosphere within the community.
• Publishing a book written by community efforts, etc.

Shared Experience

Now you have to describe the shared experiences that define and unify your community. Consider the following aspects:

• How do new members join the community? What requirements or steps must they fulfill to become part of the group?
• Describe rituals that help foster a sense of unity among members. For example, a weekly sharing of plans every Monday can create a regular touchpoint for engagement.
• Clearly outline the community rules and the repercussions for breaking them. This helps maintain order and respect within the group.
• What kind of shared experiences do members have, and how do these experiences help in bonding the community together? Reflect on what these shared moments bring to the community's collective life.
• Discuss the type of content that is shared within the community. Who creates this content? What topics are covered? This can include articles, videos, discussions, etc.
• Outline both formal and informal roles. How many leaders are there? What is the process for becoming a core member of the community?
• How members can leave the community?

Structure

Next, detail the structure of your community by answering the following:

• What is the organizational structure of the community? Are there specific verticals or hierarchies?
• Who is responsible for making decisions within the community? What powers do they hold?
• How are the community’s expenses covered? Is there a monetization strategy in place, and if so, what is it?
• On which platforms does community interaction primarily take place?
• Who handles the community data? Is it accessible to all members, or is it restricted?

After analyzing your community, proceed to analyze your competitor’s community. Use the following points for comparison (or develop your own criteria):

1. Name
2. Homepage
3. Type
4. Purpose of the Community
5. What do members do together?
6. Community Values
7. What Makes the Community unique and special?
8. Number of members
9. Demographics of members (gender, age, geography)
10. Interests of members
11. Frequency of posts per week
12. How many people are in the core
13. Post formats
14. What posts are about?
15. Post publishers
16. Events and Meetings
17. Summary: Highlight the differences between your community and the competitor’s. Identify what is well-organized and what could be improved. Consider what aspects of their community could be adopted or adapted for your own community’s benefit.

More information about How to analyze a community and its competitors

When you've analyzed your community and your competitors' communities, move on to the next step: Goal Setting.

Stage 2: Define goals and objectives.

SMART framework

Set goals for a community using the SMART criteria. It means making them Specific, Measurable, Achievable, Relevant, and Time-bound. This approach ensures that the goals are clear and attainable within a specific timeframe, and that their progress can be measured. Here’s how to apply the SMART framework to setting goals for a community, along with examples:

1. Specific

Goals should be clear and specific, so everyone understands what is expected and can focus their efforts accordingly.

For example, instead of saying

"Increase member engagement,"

a specific goal would be

"Increase the number of daily active users on the community forum."

2. Measurable

Each goal should have criteria for measuring progress. This helps to stay on track and reach target deadlines.

"Improve the sense of community among members"

is an unmeasurable goal. It does not specify what "improve" means or how "sense of community" will be quantified or observed. Without clear parameters or specific outcomes to measure, it's challenging to determine whether any changes or initiatives have successfully improved the community's sense of unity. To transform this unmeasurable goal into a measurable one, you can define specific aspects of the community feeling that can be quantified or clearly assessed. For example:

"Increase member participation in community events by 25% and achieve an 80% satisfaction rate in post-event surveys regarding community connectedness within the next year."

Another example of a measurable goal:

"Achieve a 25% increase in daily active users on the community forum within the next 6 months."

3. Achievable

While goals should be challenging, they also need to be attainable to motivate your community without setting them up for failure.

"Double the community size every month for the next year"

is an unachievable goal. It assumes exponential growth without accounting for practical limitations such as market saturation, resource constraints, and the organic nature of community engagement and growth. Doubling the size of a community every month is not sustainable and could lead to issues with quality control, community management, and member engagement. To transform this unachievable goal into an achievable one, consider setting more realistic growth targets based on historical data, current resources, and market conditions. For example:

"Increase the community size by 20% over the next year through targeted marketing campaigns, partnerships, and member referral programs."

Another example of an achievable goal: If the current growth rate is around 10%, aiming for a 25% increase could be achievable with additional targeted efforts like improved content and increased user interaction opportunities.

4. Relevant

Ensure that the goals matter to your community and align with other organizational objectives.

"Engage users to provide feedback on new products through the community forum, aiming for at least 100 detailed feedback entries within 3 months."

This goal is relevant if one of the community's purposes is to aid in product development.

5. Time-bound

Setting a deadline provides a sense of urgency and helps prioritize efforts. Example:

"Increase community event participation by 50% by the end of Q2."

Using the SMART framework helps ensure that community goals are structured in a way that makes them more actionable and effective. This structured approach not only clarifies what success looks like but also provides the community manager with a clear roadmap for achieving these goals.

Once the goal is set, let's proceed to its decomposition.

Goal decomposition

Decomposing goals for a community strategy involves breaking down large, overarching goals into smaller, manageable objectives and tasks. This approach makes it easier to manage and measure progress towards achieving the larger goal. Here’s a step-by-step guide on how to decompose goals, along with specific examples:

Example Goal:

Increase community engagement by 30% within the next year.

Step 1: Define Sub-Goals

Break the main goal into smaller sub-goals that contribute directly to achieving the main objective.

Sub-Goals Example:

• Increase the number of posts and comments in the forum by 40%.
• Increase the number of active community members by 20%.
• Improve the monthly community newsletter click-through rate by 15%.

Step 2: Identify Key Actions

For each sub-goal, list specific actions or initiatives that will help achieve these targets.

Actions for Sub-Goal 1: Increase posts and comments

• Introduce weekly discussion topics.
• Host monthly "Ask Me Anything" (AMA) sessions with experts.
• Implement a user recognition program for top contributors.

Actions for Sub-Goal 2: Increase active members

• Launch a referral program encouraging members to invite peers.
• Improve the onboarding process for new members with welcome messages and guidance.
• Organize virtual networking events to enhance member connections.

Actions for Sub-Goal 3: Improve newsletter click-through rate

• Redesign the newsletter layout to make it more engaging.
• Include exclusive content or early access benefits in the newsletter.
• Conduct A/B testing on email subject lines to optimize open rates.

Step 3: Define Tasks

Break down each action into specific, executable tasks, assigning responsibilities and deadlines.

Tasks for Action (Weekly discussion topics)

• Develop a calendar of weekly topics related to community interests (Responsibility: Content Manager, Deadline: End of each month for the following month).
• Promote the discussion topics via social media and community announcements (Responsibility: Marketing Coordinator, Weekly, a day before the new topic starts).
• Monitor and engage in the discussions to maintain activity (Responsibility: Community Managers, Ongoing).

Step 4: Set Metrics for Measurement

Define how each task’s effectiveness will be measured to ensure they contribute towards the sub-goals.

Metrics Example:

• Track the number of posts and comments weekly.
• Monitor new registrations and active user logins monthly.
• Analyze click-through rates for each newsletter edition.

Implementation and Review

Once tasks are underway, regular reviews should be scheduled to assess progress against metrics, allowing adjustments to be made as necessary. This might involve refining tasks, introducing new initiatives, or reallocating resources to focus on areas that are lagging.

Review Example:

• Monthly review meetings to assess progress on engagement metrics.
• Quarterly review of the overall strategy to determine if the sub-goals need adjustment.

By decomposing larger goals into sub-goals, actions, and specific tasks, a community strategy becomes more manageable and actionable. This methodical breakdown also facilitates clearer communication with team members and provides a structured path toward achieving strategic objectives.

Stage 3: Choosing communication platforms and tools.

In community management, there is a fundamental rule that is crucial to keep in mind:

Communicate with people where they are already comfortable.

It's important not to shift people to a new platform without a pressing need. Moving to a different platform can result in losing more than half of the community members due to their discomfort with the change.

For instance, consider the scenario of a local library that traditionally held its book club meetings in person. This setting was particularly popular among elderly participants who cherished the social interaction and discussion that came with these meetings. However, when the library was temporarily closed for renovations, the coordinator decided to move these gatherings to a video conferencing platform.

Though the platform was equipped with handy features like screen sharing and virtual hand-raising, it turned out to be a challenging adjustment for many of the elderly participants. Accustomed to in-person discussions, they found the new technology bewildering and intimidating. Issues like poor internet connectivity or the lack of appropriate devices made it even harder for them to participate. As a result, the book club experienced a significant drop in attendance. The members missed the familiarity and simplicity of the face-to-face meetings and were discouraged by the technological hurdles.

To choose the right platform for community engagement, it's necessary to consider several factors carefully:

• Identify Existing Platforms: Find out where your community members are already communicating. This can provide insights into where they feel most comfortable.
• Ask Directly: Sometimes the best approach is to simply ask community members where they prefer to engage. This direct feedback can guide your decision-making process.
• Evaluate Technical Capabilities: First, clearly identify the specific technical features your community needs, such as real-time messaging, video conferencing, data security, and mobile compatibility. Next, research and gather information on potential platforms that might meet these criteria. Finally, assess the features of each platform against your requirements by checking their functionality, limitations, and cost. This thorough evaluation will help ensure that the platform you choose can effectively support your community's interactions and growth.
• Consider Legal and Financial Restrictions: Keep in mind any legal implications or financial constraints that may affect your choice of platform.
• Account for Geographic Locations: Understand the primary geographical locations of your participants to ensure the platform is accessible to everyone.

When it isn't intuitively clear where your audience is communicating, use the Affinity Index.

Affinity Index

Affinity Index is a metric used to determine how much more or less likely a specific target audience is to engage with a platform, product, or service compared to the general population. Let's break down the formula to make it clearer:

Affinity Index = 100 * (Target Audience Engagement % / General Population Engagement %)

Components of the Formula:

1. Target Audience Engagement %: This is the percentage of your target audience that engages with a specific platform or service. For example, if you're targeting young entrepreneurs and 15 out of 100 young entrepreneurs use a specific platform, the Target Audience Engagement % would be 15%.

2. General Population Engagement %: This is the percentage of the general population that uses the same platform or service. For example, if out of a general population sample of 1000 people, 100 use the platform, the General Population Engagement % would be 10%.

How to Calculate: To calculate the Affinity Index, you divide the Target Audience Engagement % by the General Population Engagement %, and then multiply the result by 100. This calculation shows how much more or less likely your target audience is to engage with the platform compared to the general population.

Example: Assume the following:

• 15% of your target audience (young entrepreneurs) use a specific platform.
• 10% of the general population uses the same platform.

Plugging these values into the formula gives:

Affinity Index = 100 * ( 15% / 10% ) = 150

Interpretation:

An Affinity Index of 150 means that the target audience is 50% more likely to use the platform than the general population. Here's how to interpret different values:

• Affinity Index > 100: The target audience is more likely to engage with the platform than the general population.
• Affinity Index = 100: The target audience engages with the platform at the same rate as the general population.
• Affinity Index < 100: The target audience is less likely to engage with the platform than the general population.

This index helps marketers and community managers decide where to focus their efforts based on where their target audience is most active compared to the average engagement.

Here's an example of a platform analysis report using specific platforms, such as Facebook, LinkedIn, and Discord, to illustrate how to compare and decide on the best option for a professional networking community for young entrepreneurs:

Platform analysis report for a professional networking community

1.Executive Summary

This report investigates the suitability of various social media platforms for establishing a professional networking community targeting young entrepreneurs. After thorough analysis, LinkedIn is recommended as the optimal platform due to its professional focus and high engagement rates among business professionals.

2.Methodology

The selection criteria included demographic alignment, technical features, cost-effectiveness, legal compliance, and the Affinity Index. Data was collected using platform analytics, industry reports, and direct surveys.

3.Platform Evaluation: Feature Comparison Matrix

A "Feature Comparison Matrix" can be effectively used to visually compare the capabilities and offerings of different platforms like Facebook, LinkedIn, and Discord. Here’s how such a matrix might look:

Feature/Platform	Facebook	LinkedIn	Discord
User Demographics	Broad, all ages	Professionals	Young, tech-savvy
Key Features	Groups, Events	Groups, InMail, Job Listings	Real-time chat, Voice/Video
Professional Focus	Low	High	Moderate
Cost for Premium Features	Varies (Ads, etc.)	Subscription Plans	Nitro Subscription
Data Compliance	High	High	Moderate
Mobile Compatibility	Excellent	Excellent	Excellent
Integration Capabilities	Good	Excellent	Moderate
Affinity Index Score	120	250	90
Community Management Tools	Moderate	Excellent	Good
Scalability	High	High	High
Support and Maintenance	Good	Excellent	Good

4.Explanation of the Matrix

• User Demographics: Indicates the typical user group that is active on the platform, which helps in understanding whether it aligns with the target audience of young entrepreneurs.
• Key Features: Lists the main functionalities provided by each platform that can be utilized for community engagement and networking.
• Professional Focus: Assesses how focused the platform is on professional networking versus social or casual interaction.
• Cost for Premium Features: Provides insight into the financial investment required for accessing advanced features.
• Data Compliance: Evaluates the platform's compliance with relevant data protection laws, crucial for maintaining privacy and security.
• Mobile Compatibility: Indicates how well the platform functions on mobile devices, an important aspect considering the high usage of mobile devices among professionals.
• Integration Capabilities: Looks at how well the platform can integrate with other tools and systems, enhancing functionality.
• Affinity Index Score: A numerical value showing the platform's appeal to the target demographic compared to the general population.
• Community Management Tools: Assesses the tools available for managing the community, including moderation and analytics.
• Scalability: Considers the platform's ability to handle growing numbers of users without performance degradation.
• Support and Maintenance: Reviews the level of customer support and the frequency of updates provided by the platform.

5. Comparative Analysis

LinkedIn outperforms Facebook and Discord in terms of professional networking capabilities and demographic focus. While Facebook offers broad accessibility and Discord excels in real-time interaction, LinkedIn provides the most relevant features and a highly engaged professional audience.

6. Final Recommendation

LinkedIn is recommended for establishing the professional networking community due to its targeted user base, comprehensive professional features, and high Affinity Index score among young entrepreneurs.

7. Implementation Strategy

• Initial Setup: Create a LinkedIn Group tailored for young entrepreneurs.
• Engagement Strategies: Regularly schedule industry talks, share insightful articles, and host virtual networking events.
• Growth Tactics: Leverage LinkedIn’s algorithm by encouraging active participation and content sharing to attract new members.

8. Conclusion

Choosing LinkedIn as the platform for our professional networking community aligns with our strategic goals and meets our criteria for effective engagement and professional alignment. This platform offers the best opportunity to connect, engage, and grow our community of young entrepreneurs.

This example illustrates how a detailed analysis can help in making an informed decision about the most suitable platform for a specific community’s needs.

Specialized community platforms

Community managers often opt for specialized all-in-one community platforms over large social networks like Facebook or LinkedIn for several compelling reasons, despite the potential challenges of transitioning and acclimating their audience to a new environment. Here's why:

• Tailored Features and Functionality: Specialized platforms are designed with specific community needs in mind. They often offer features that are better suited for community engagement, such as advanced forums, specialized content delivery systems, and custom event management tools that are not typically available on general social networks.
• Control and Customization: Unlike general social networks, specialized platforms provide greater control over the look and feel of the community space. This customization allows community managers to create a unique environment that reflects the community’s brand and ethos more accurately than is possible on standard social media platforms.
• Focused User Experience: Specialized platforms are built to support community interactions, making them more user-friendly for specific types of engagement. This can lead to a better user experience because the platform’s design and functionality are aligned with the needs of the community, rather than being a one-size-fits-all solution.
• Reduced Noise and Distractions: Large social networks are crowded spaces where content from countless sources competes for attention. Specialized platforms minimize distractions by focusing solely on the community, thereby enhancing member engagement and interaction without the clutter of unrelated content.
• Data Ownership and Privacy: Community managers have more control over data and analytics on specialized platforms. This control can be crucial for privacy concerns and for gaining insights into member behavior, preferences, and engagement, which can be leveraged to improve the community experience.
• Integration Capabilities: Specialized platforms often offer better integration with other tools and services that are important for community management, such as email marketing software, customer relationship management (CRM) systems, and analytics tools. This can streamline operations and enhance effectiveness.
• Building a Dedicated Space: Creating a community on a specialized platform establishes a dedicated space for members to engage, separate from their social media activities. This can foster a stronger sense of community and belonging, as members feel part of a distinct and focused environment.
• Avoiding Algorithmic Dependencies: Social media platforms control what content users see based on complex algorithms, which can hinder the visibility of community posts unless paid for. Specialized platforms typically do not use such algorithms, meaning that all content has an equal chance of being seen by the community.
• Regulatory Compliance: Specialized platforms can offer better options for compliance with specific regulations, such as GDPR in Europe, which might be more difficult to manage on a broad social network platform.

By choosing a platform that aligns closely with the community's needs, community managers can create a more effective and cohesive environment for their members.

When considering specialized platforms like Circle, Bettermode, or Mighty Networks for building a community, and when an Affinity Index is not feasible, a direct feature comparison becomes essential. Here’s how to refine the approach:

Step 1: Define Your Community Needs

First, identify the specific features and capabilities that are critical for your community, such as event management, member segmentation, or content delivery options.

Step 2: Gather Detailed Information on Each Platform

Collect comprehensive information about each platform regarding:

• Features and Functionality: Assess the unique features each platform offers and how they align with your community requirements.
• Customization Options: Evaluate the extent to which you can customize each platform to match your community’s brand and functional needs.
• User Experience: Determine how intuitive and user-friendly each platform is, considering the ease of navigation and learning curve for new users.
• Integration Capabilities: Check for compatibility with other essential tools and services your community uses.
• Security and Compliance: Review the security measures each platform implements to protect user data and ensure privacy.
• Support and Community Management Tools: Investigate the type of customer support available and the tools provided for community management and moderation.
• Pricing Structure: Understand the costs involved, including any tiered features and what each pricing level offers.

Step 3: Create a Comparison Chart

Construct a detailed comparison chart focusing on these key aspects:

Feature/Platform	Circle	Bettermode	Mighty Networks
Customization	High	Moderate	High
User Experience	Excellent	Good	Excellent
Integration	Extensive	Limited	Extensive
Security	High	High	High
Support	24/7 Support	Business hours	24/7 Support
Pricing	Subscription-based	Subscription-based	Subscription-based
Community Management Tools	Comprehensive	Basic	Comprehensive

Step 4: Conduct Demos and Trials

Where possible, engage in trial periods for each platform. This practical experience can provide deeper insight into how well each platform meets your needs in real-world usage.

Step 5: Solicit Feedback

Reach out to current users of these platforms. Their experiences and reviews can offer valuable perspectives that may not be evident from promotional materials or feature lists.

Step 6: Make Your Decision

Based on your detailed analysis, trials, and user feedback, choose the platform that best suits your community's needs and goals.

This structured approach ensures a thorough evaluation, helping you select a platform that is well-equipped to support and enhance your community effectively.

Stage 4: Planning content and events.

When planning content and events in communities, it is beneficial to use a variety of content types to cater to the different needs and preferences of community members.

Type of content

All content can be broadly categorized into informational, educational, entertaining, and promotional content. Here's how these types can be adapted for use in community settings:

Informational Content

This type of content is essential for keeping the community briefed on the latest happenings, updates, and news. It includes:

• Community Updates and News: Regularly sharing news about what’s happening within the community, upcoming events, and key achievements.
• Product Updates: For communities centered around products or services, providing updates on new features, enhancements, or changes.
• Reports: Sharing insights, analytics, and progress reports that might be of interest to the community.

Educational Content

Educational content is crucial for engagement and retention, helping members gain new knowledge or skills. However, it's important to balance how much educational content is distributed to avoid overwhelming the members. Ideally, this should make up about 20-30% of the content shared:

• Workshops and Webinars: Conduct these to teach new skills or provide deeper knowledge on specific topics.
• Tutorials and Courses: Offer step-by-step guides or comprehensive courses that members can follow at their own pace.
• Q&A Sessions: Regular sessions where experts answer questions from community members can also serve an educational purpose.

Entertaining Content

Entertainment is a key component, especially in social media-driven communities, and can make up about 50% of the content. This includes:

• Interactive Content: Engaging the community with quizzes, competitions, and games.
• Videos and Livestreams: Sharing fun videos or hosting live sessions that entertain while informing.
• Social Gatherings and Cultural Events: Organizing virtual or physical events that allow members to relax and enjoy a sense of camaraderie.

Promotional Content

While promotional content is necessary, especially for communities built around brands or products, it should be limited to avoid overt selling, ideally making up no more than 15% of the content:

• Special Offers and Promotions: Share exclusive deals or special promotions with your community.
• Product Launches: Announce new products or services in a way that adds value to the community rather than just selling to them.
• Testimonials and Case Studies: Demonstrating the value of products or services through real-life examples can also serve as promotional content without being too direct.

By effectively balancing these different types of content, community managers can ensure that all members find value in the community, whether they're looking for information, education, entertainment, or opportunities. This balance helps in maintaining an engaged and active community atmosphere.

Format of content

Communities, whether online or offline, share and distribute content in various formats to engage their members, share information, and foster interactions. Here are some common content formats used in communities:

• Text Posts: Written content is the most traditional form of communication in communities. It can range from short messages or comments to long articles or blog posts.
• Images: Visual content such as photos, infographics, and illustrations can make communication more engaging and can help explain complex information more clearly.
• Videos: Video content can be highly effective in demonstrating processes, sharing stories, or conveying messages in an engaging manner. These can include recorded videos, live streams, or interactive webinars.
• Audio: Podcasts, music, or recorded discussions are forms of audio content that can be used in communities to provide entertainment or information.
• Polls and Surveys: Interactive tools like polls and surveys are used to collect feedback, understand community preferences, or make collective decisions.
• Events: Virtual or physical gatherings, such as workshops, meetups, or conferences, are important for building relationships within the community.
• Presentations and Webinars: These are used for educational purposes, workshops, or to share expertise within a community.
• Documents and Files: Sharing documents, spreadsheets, PDFs, or other files can be crucial for collaboration and information dissemination.
• Interactive Content: Quizzes, games, or interactive tutorials can make learning and engagement more dynamic.
• Social Media Posts: Content tailored for social media platforms can help to increase engagement and reach a wider audience.
• Newsletters: Regular updates or news about the community can be shared through email newsletters.
• Forums and Discussion Boards: Platforms where members can post threads and reply to others’ posts, fostering discussion and knowledge exchange.
• Broadcast: Live broadcasts, which can include live streaming events or real-time interaction sessions.
• Stories: Short content formats that disappear after a certain period, popular on platforms like Instagram and Snapchat.
• Comics: Sequential art that tells a story or provides information through a combination of images and text.
• Mind Maps: Diagrams used to visually organize information, often centered around a single concept.
• Checklists: Lists of items to be checked or done, useful for tutorials, processes, or planning.
• Roadmaps: Visual or textual representations of the plan or timeline to achieve certain goals.
• Cards: Small pieces of content that can be digital or physical, often used for learning or quick reference.
• Other types of content: This could include any other unique or unspecified formats not commonly classified in typical content categories.

How to creat a content plan

Creating a content plan for a community involves understanding the interests, needs, and engagement patterns of the community members. The goal is to produce relevant content that fosters interaction, engagement, and growth within the community. To plan an effective content strategy you have to:

1. Define your community objectives

2. Understand your audience

These two steps are stages 2 and 3 of your community strategy. At this stage (if you haven't missed the previous ones) you already have the answers to these points.

Next, start working on the content writing part.

3. Content audit and gap analysis

• Audit Existing Content: Review what has been posted before to identify what works and what doesn’t.
• Gap Analysis: Identify missing topics or formats that could engage the community.

4. Establish content pillars

Based on your objectives and audience research, establish 3-5 content pillars that will guide your content creation. For example, for a technology community, pillars might be Tech News, Tutorials, Product Reviews, User Stories, and Q&A Sessions.

5. Create a content calendar

• Frequency: Decide how often you want to post. Consistency is key.
• Format and Channels: Determine what types of content (e.g., posts, videos, live Q&As) and which platforms (e.g., Facebook, Instagram, newsletter) will be used.
• Themes and Topics: Plan specific topics for each content pillar and assign them to dates in the calendar.

6. Content creation

• Assign Roles: Determine who is responsible for creating, reviewing, and approving content.
• Create Content: Produce the content according to the calendar. Include images, videos, and other media that enhance engagement.
• Optimize for SEO: If applicable, optimize your content for search engines to increase visibility.

7. Promotion strategy

Plan how you will promote your content within and outside the community to increase reach. Utilize emails, social media posts, or collaborations with influencers/community leaders.

8. Engage and interact

• Prompt Interactions: Ask questions, encourage comments, and run polls to foster engagement.
• Respond Promptly: Engage with community members by responding to their comments and messages.

9. Monitor and analyze

• Track Metrics: Monitor engagement rates, click-through rates, and other relevant metrics to gauge the success of your content.
• Gather Feedback: Regularly ask the community for feedback on the content.
• Adjust Strategy: Use the insights gained to tweak and improve your content plan.

10. Foster User-Generated Content

Encourage members to contribute their own content, which can increase engagement and provide fresh perspectives.

11. Review and Iterate

Regularly review the entire strategy, including objectives, audience data, content performance, and community feedback. Adjust the plan as needed to stay aligned with community needs and objectives.

Planning community events

So, what to look out for when planning an event?

Periodicity of Events

• Plan Major Events First: Start by scheduling mandatory and large-scale events. This includes annual, biannual, or one-off events that are crucial for the community.
• Incorporate Regular Events: After placing major events, fill in with regular, smaller events such as monthly meetups or weekly sessions.

Diverse Event Formats

• Alternate Formats: To maintain engagement and accommodate different preferences, alternate between different types of events (e.g., workshops, seminars, social gatherings).
• Hybrid Options: Consider mixing in-person and virtual formats to reach a broader audience.

Comprehensive Budget Planning

• Allocate Resources Wisely: Ensure the budget covers all necessary aspects like venue, technology, catering, speakers or entertainers, and marketing, but also avoid unnecessary expenditures.
• Volunteer Engagement: Reduce costs by involving community volunteers in the organization and execution of events.

Resource Allocation

• Team and Time: Assign roles clearly within the team and ensure there is adequate time for planning and execution.
• Logistics: Plan for essential resources such as venues, equipment, and promotional materials early in the process.

Media Coverage

• Promote Effectively: Utilize local media, community newsletters, word of mouth and social media to raise awareness about the event.
• Engagement Strategies: Create engaging content such as interviews, previews, and live updates to keep the community informed and excited.

Promotion Period

• Early Planning: Start promoting major events well in advance (at least 3-6 months prior) to maximize attendance.
• Continuous Engagement: Keep potential attendees engaged with regular updates as the event approaches.

Audience Capacity

• Understand Limits: Know the capacity of your venue and live event platforms to ensure comfort and quality of experience for attendees.
• Adjust Accordingly: Use registration data to predict and adjust for actual attendance. Consider using event management platforms like Eventbrite, Meetup, or a custom registration page on your website.

Market Saturation

• Research Competing Events: Be aware of other events happening in the community to avoid clashes and to identify gaps in the event market.
• Unique Offerings: Differentiate your events to make them appealing even in a crowded market.

Incorporating these insights and principles into the event planning process can greatly enhance the effectiveness and reach of your community events.

Stage 5: Planning the budget.

You can budget in two ways: from income and from expenses.

Most often the community has a marketing function, it spends money rather than earns money, so it is more convenient to plan the budget from expenses.

When planning a budget based on expenses, it involves categorizing all costs to better understand and manage finances. Here are the main expense categories that might be included in a community's budget:

Fixed Expenses

Operating Expenses:

• Salaries and Wages: payments to employees, payroll taxes, insurance contributions.
• Rent or Mortgage Payments: costs for leasing or financing property spaces.
• Utilities: electricity, water, gas, internet, and other essential services.
• Maintenance and Repairs: regular upkeep and fixing of facilities and equipment.

Administrative Costs:

• Office Supplies: paper, printers, computers, and other office equipment.
• Professional Fees: payments for services provided by lawyers, accountants, consultants.
• Insurance: various types of insurance such as liability, property, and health insurance.

Variable Expenses

Program Expenses:

• Project Funding: costs directly related to community projects and initiatives.
• Event Expenses: costs for organizing community events, including venue, logistics, and promotional materials.
• Educational Programs: expenses for workshops, training sessions, and other educational activities.

Marketing and Communication:

• Advertising: costs for advertising in media, online platforms, and public spaces.
• Public Relations: expenses for PR activities and media engagement.
• Community Outreach: costs associated with outreach programs and community engagement efforts.

Capital Expenditures:

• Equipment Purchase: costs for buying new equipment or upgrading existing ones.
• Building Improvements: expenses for major renovations or construction projects.
• Technology Investments: investments in new technology systems, software updates, and digital infrastructure.

Here are the main income categories that might be included in a community's budget:

Fixed Incomes

Fixed revenues are consistent and predictable, ensuring a steady income stream. For a community that largely operates through memberships or recurring services, fixed revenues might include:

• Membership Fees: Regular payments made by members to remain active in the community. These can be annual, quarterly, or monthly and are usually set at a fixed rate.
• Recurring Donations: Some members or supporters might set up automatic recurring donations, providing a predictable source of income.
• Subscription Services: If the community offers any special services such as newsletters, exclusive content, or access to community facilities (if rented and managed), these can also generate fixed revenue through regular subscriptions.

Variable Incomes

Variable revenues fluctuate based on several factors such as participation rates, external funding, and specific events. These might include:

• Event Fees: Income from events such as workshops, seminars, or social gatherings. While not regular, these can be significant depending on the frequency and scale of events.
• One-Time Donations: Contributions that occur sporadically and are not predictable. These can vary greatly from one period to another.
• Fundraising Campaigns: Special drives conducted to raise funds for specific purposes or general funding. The success of these campaigns can vary.
• Merchandising: Sales of community-branded merchandise like t-shirts, mugs, or other items. Revenue depends on sales volume, which can fluctuate.
• Grants for Special Projects: Occasionally, communities might receive grants from external organizations for specific projects or initiatives. These are not regular and can vary in amount and frequency.

The time required to develop a community strategy.

This timeline is an estimate and can vary significantly based on specific circumstances. Smaller or less complex communities might require less time, while larger, more intricate community initiatives might need more time for thorough planning and consultation. It depends on the complexity of the community, the scope of the strategy, and the resources available. Here is a general breakdown of the process and the time each step might take:

N	Stage	Time estimate
1	Research and preparation: Understanding the audience and competitor analysis	2 - 4 weeks
2	Setting objectives and goals	1 - 3 days
3	Platform selection and its description	1 - 2 weeks
4	Content strategy and engagement tactics	1 - 2 weeks
5	Event planning	1 - 2 weeks
6	Planning the budget	1 - 2 weeks

Total Estimated Time: 7 to 15 weeks

The resulting strategy should be logical and structured, because it will be used not only by you, but also by other key members of your community, volunteers, your colleagues, supervisors.

Regular reviews and updates will also be necessary after the strategy is implemented to refine and adapt the plan based on real-world experiences and feedback.