{"id":12889,"date":"2021-07-08T10:20:58","date_gmt":"2021-07-08T09:20:58","guid":{"rendered":"https:\/\/www.aluminati.net\/?p=12889"},"modified":"2022-09-26T11:04:28","modified_gmt":"2022-09-26T10:04:28","slug":"follow-these-three-steps-to-ensure-that-you-are-balancing-your-organisations-needs-with-your-community-members-desires","status":"publish","type":"post","link":"https:\/\/www.aluminati.net\/follow-these-three-steps-to-ensure-that-you-are-balancing-your-organisations-needs-with-your-community-members-desires\/","title":{"rendered":"Follow these Three Steps to Ensure that you are Balancing your Organisation\u2019s Needs with your Community Members\u2019 Desires\u00a0"},"content":{"rendered":"<p>&nbsp;<\/p>\n<h3><strong>Some of the things that are most true in life sound alarmingly clich\u00e9, and it\u2019s no different when it comes to <a href=\"https:\/\/www.entrepreneur.com\/article\/373311\">community building<\/a>: it\u2019s all about finding the right balance.<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p><b>Subscribe to receive updates when we publish new and interesting content.<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container hundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-overflow:visible;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"width:calc( 100% + 0px ) !important;max-width:calc( 100% + 0px ) !important;margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-flex-align-self-flex-start fusion-column-no-min-height\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:left;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" title=\"Sign up to our blog and get updates when we publich new and interesting content.\" href=\"https:\/\/em1.aluminati.net\/subscription?f=Y9763IqTdXLSunXJOKOQGB938N892k763y1WtpPG2tfsVpbdMORE2WFqgYW763gLLEU2RsY3\"><span class=\"fusion-button-text\">Subscribe to our Blog<\/span><\/a><\/div><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-12896\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/jo-szczepanska-5aiRb5f464A-unsplash.jpg\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/jo-szczepanska-5aiRb5f464A-unsplash-300x200.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/jo-szczepanska-5aiRb5f464A-unsplash.jpg 640w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">There are plenty of elements of community building and nurturing which require a thoughtful and skilful balancing act on the part of the <\/span><a href=\"https:\/\/www.appvizer.com\/magazine\/communications\/social-media-management\/community-management\"><span style=\"font-weight: 400;\">community manager<\/span><\/a><span style=\"font-weight: 400;\">. These include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.feverbee.com\/planning-the-week\/\"><span style=\"font-weight: 400;\">pre-planning your logistics <\/span><\/a><span style=\"font-weight: 400;\">to optimise your actions vs. <\/span><a href=\"https:\/\/execsintheknow.com\/what-is-adaptive-change-and-why-it-matters-for-support-leaders\/\"><span style=\"font-weight: 400;\">adapting to ever-changing circumstances<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">planning vs. doing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">reaching and <\/span><a href=\"https:\/\/www.forbes.com\/sites\/forbescoachescouncil\/2018\/08\/24\/10-ways-to-attract-more-diverse-talent\/?sh=49b0820b4248\"><span style=\"font-weight: 400;\">attracting a diverse set of members<\/span><\/a><span style=\"font-weight: 400;\"> vs. <\/span><a href=\"https:\/\/www.cmswire.com\/digital-workplace\/11-ways-to-craft-personalized-employee-experiences\/\"><span style=\"font-weight: 400;\">crafting a unique experience<\/span><\/a><span style=\"font-weight: 400;\"> for a targeted user group<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">budgets (because those also need to be balanced!)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But there\u2019s one more balancing act that is crucial to consider, as it can really make or break whether any organisation\u2019s community (whether in <\/span><a href=\"https:\/\/www.aluminati.net\/what-does-a-strong-community-offer-to-corporations\/\"><span style=\"font-weight: 400;\">enterprise<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.aluminati.net\/what-does-a-strong-community-offer-to-higher-education-institutes\/\"><span style=\"font-weight: 400;\">education<\/span><\/a><span style=\"font-weight: 400;\">, or membership-based spheres) will succeed: <\/span><b>achieving the <\/b><a href=\"https:\/\/hbr.org\/2020\/09\/what-are-your-kpis-really-measuring\"><b>organisation\u2019s goals<\/b><\/a><b> while building for your community members\u2019 desires.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In a perfect world, these two groupsets would overlap entirely and no one would need to worry about finding the right balance. But, in reality, this is a balancing act that has to be carefully and skillfully designed for.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We like to break it down into three simple steps. (Okay, just \u201cthree steps.\u201d Because all of us in the business of community-building know that these aren\u2019t actually all that simple.)\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-12892\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/estee-janssens-aQfhbxailCs-unsplash-1.jpg\" alt=\"\" width=\"640\" height=\"428\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/estee-janssens-aQfhbxailCs-unsplash-1-300x201.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/estee-janssens-aQfhbxailCs-unsplash-1.jpg 640w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><b>Step one: Articulate the Goals and Objectives of your Organisation\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">More and more companies are realising that there is <\/span><a href=\"https:\/\/hbr.org\/2010\/10\/the-power-of-alumni-networks\"><span style=\"font-weight: 400;\">real value in building a strong community<\/span><\/a><span style=\"font-weight: 400;\"> (for either their customers, employees, alumni, or other stakeholders). (If you\u2019re wondering what a community is and why it matters for your organisation, read our series about <\/span><a href=\"https:\/\/www.aluminati.net\/what-is-community\/\"><span style=\"font-weight: 400;\">why community matters<\/span><\/a><span style=\"font-weight: 400;\">).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This instinct to build a community is almost certainly a good one, but you need to first pause and ask yourself and your team members: why are we doing this? What does our team, and our organisation more broadly, want to get out of launching th<\/span><span style=\"font-weight: 400;\">is community?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, keep in mind that this can (and even should) be a question that you ask and re-ask yourself throughout the community\u2019s life cycle, because some of those answers will change as both your organisation and your community changes. (FYI: That\u2019s why it\u2019s so important to use a community management platform that is easy to adapt to your organisation\u2019s needs. It\u2019s why we at Aluminati prioritise flexibility and malleability in our platform.)\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter which stage your community is at, make sure that you are able to answer this question: what are the key goals and objectives of your organisation?<\/span><\/p>\n<p><b>An Organisation\u2019s Key Goals<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Depending on your organisation, you are likely going to prioritise some (or all) of the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase your talent pool<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Drive business development opportunities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Attain a deeper Diversity, Equity, and Inclusion impact<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Develop brand ambassadors\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increase your Corporate Social R<\/span><\/span>esponsibility (CSR) impact through volunteering or fundraising<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retain top talent and\/or decrease knowledge-loss\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Engage your current staff to heighten performance\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Make sure that you hone in on the goals that are most applicable to your organisation, and then begin to map out how you envision a strong community will enable you to reach those goals.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-12893\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/alexis-fauvet-u96-HA3rlv8-unsplash.jpg\" alt=\"\" width=\"640\" height=\"389\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/alexis-fauvet-u96-HA3rlv8-unsplash-300x182.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/alexis-fauvet-u96-HA3rlv8-unsplash.jpg 640w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><b>Step two: Articulate the Needs and Desires of your Community Members<\/b><\/p>\n<p><span style=\"font-weight: 400;\">There are actually a lot of micro-steps embedded into this second step.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Understanding your members doesn\u2019t happen overnight, and it\u2019s unlikely that you are going to be able to gain a deep understanding if you rely purely on your and your team\u2019s concept of what it is that your members want. You are not your members, and figuratively stepping into their shoes to see the world from their perspective takes immense empathy, time, and effort.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thankfully, human-centred design offers concepts and toolkits to think through this one: you can start by breaking down your <\/span><a href=\"https:\/\/www.aluminati.net\/how-to-identify-the-key-members-of-your-community\/\"><span style=\"font-weight: 400;\">key community members<\/span><\/a><span style=\"font-weight: 400;\"> into \u201c<\/span><a href=\"https:\/\/www.interaction-design.org\/literature\/article\/personas-why-and-how-you-should-use-them\"><span style=\"font-weight: 400;\">personas<\/span><\/a><span style=\"font-weight: 400;\">\u201d as a way to understand the ways that they are different from each other. Once you\u2019ve begun to think of different personas, you can create a <\/span><a href=\"https:\/\/www.interaction-design.org\/literature\/article\/personas-why-and-how-you-should-use-them\"><span style=\"font-weight: 400;\">journey map<\/span><\/a><span style=\"font-weight: 400;\"> for each persona in order to understand the processes that each person goes through as they choose to act, and then act, with other members of your community.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the most important thing to do is to understand what it is that each type of person actually wants from the community you are offering to them. What drives their decisions? What will compel them to engage with your community and to remain as an active participant?\u00a0<\/span><\/p>\n<p><b>Use human-centered design methods to understand your members<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The best way to gain this type of understanding is to <\/span><a href=\"https:\/\/www.qrca.org\/page\/when-to-use-qual-research\"><span style=\"font-weight: 400;\">conduct qualitative research<\/span><\/a><span style=\"font-weight: 400;\"> with your community members, which can take the form of interviews, surveys\/questionnaires, focus groups, diary studies, or other methods. It\u2019s best when this kind of research is done by someone trained in ethnographic methods, because it isn\u2019t just about sending out a survey or asking some questions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can only get accurate results once you\u2019ve crafted the research in a way that allows your members to truly open up, AND when you are capable of using the skill of empathy to deeply listen to what people are telling you (and even to notice\/hear what they are not saying!) If you\u2019re not sure how to conduct human-centered design research to truly understand your members\u2019 needs, we have in-house experts who can help get you started.<\/span><\/p>\n<p><b>Your Community Members Needs and Wants\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Depending on your community, your members will likely need or want some (or all) of the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Form mentoring relationships who can offer them career advice<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gain access to career development opportunities\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easily learn about new job offerings that match their skillsets\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Deepen their sense of belonging with colleagues and the company at large<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Give back to the community via offering their exper<br \/>\ntise<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Remain connected with others with similar interests and skillsets as they progress in their external careers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easily participate in CSR activities that align with their values\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Make sure that you hone in on the ones that are most applicable to your community members, and then begin to map out how each of those can be experienced by your members when they participate in your community.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Importantly, not all communities are the same, and so you cannot simply replicate what other companies are doing for their communities. You need to understand what <\/span><i><span style=\"font-weight: 400;\">your <\/span><\/i><span style=\"font-weight: 400;\">community needs.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-12894\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/jeremy-thomas-FO7bKvgETgQ-unsplash.jpg\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/jeremy-thomas-FO7bKvgETgQ-unsplash-300x200.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/07\/jeremy-thomas-FO7bKvgETgQ-unsplash.jpg 640w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><b>Step three: Find the balance<\/b><\/p>\n<p><span style=\"font-weight: 400;\">To be fair, it\u2019s less about \u201cfinding\u201d the balance and more about \u201ccreating\u201d the balance.\u00a0 As I said above, not all communities are the same. Nor are all organisations the same. Therefore, the combination of your unique organisation and your unique community requires a uniquely crafted solution for things to really work for you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember: you should not expect to find an \u201coverlap\u201d and it is thus perfectly normal to not notice any natural overlap. Instead, you must creatively weave together an experience for your community members that they will want to participate in, and through which they can access what it is they\u2019re looking for. And then, in the midst of their participation in your broader community offerings, you will be able to integrate your organisation\u2019s key goals.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.aluminati.net\/consultancy\/\"><strong>Creating this balance is both an art and a science. If you\u2019re not sure where to start, our team of consultants would be happy to help you figure out the best way forward for your organisation and community.<\/strong><\/a><\/p>\n<p><a href=\"https:\/\/www.aluminati.net\/request-a-demo\/\"><strong>And, of course, if you\u2019re looking for a community membership platform to use to enhance your community\u2019s experience and broaden your digital reach, you can book a demo to view our stunning Community Builder platform. <\/strong><\/a><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Some of the things that are most true in [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":12898,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[100,106],"tags":[],"class_list":["post-12889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community","category-membership"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8.1 - 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