A short recorded conversation (May 29, 2020) featuring Ricardo Molina discussing how B2B online communities behave on platforms like LinkedIn. He outlines the audience engagement distribution (approx. 1% highly engaged, 9% semi-active, 90% observers) and introduces a framework of three member tiers community builders should recruit to enable selling and bridge engagement gaps.
You have a community wherever you have them, that basically platform agnostic. Whether you're using LinkedIn, Facebook groups, your own program, your own website, etc. This is what happens and this is clear. Many people don't understand this. 1% of your community is going to be highly engaged. 9% are going to be doing some.
Bits, you called it selling or semi active.
Semi active. And 90% are just literally observing. That's the fundamental element. You look at the people that are engaging, but there's also a lot of individuals that you can tap into to bridge that gap. Now tell us about the tier ones because I think this is critical when you guys are launching your own community in whatever platform. We're talking about three tiers of individuals that you need to bring in order to do your selling, in order to, in order to facilitate that bridge. Talk to us a lot about the three tiers of members.
Yes. So let's say we've got a growth target of 200 members a month. What we do is we break that into three tiers. Tier one would be members who join from the right target company, right job titles, right Senior Rock, tier one. They are your ideal prospects. They are decision makers, tier 2s and this is really about B2B or it's about exhibition sales for events. Tier twos would be people from the right company, not the right job title. So they would be kind of decision influences, maybe. But tier 1s are perfect. Tier 2 is right through right target account. Tier 3s are consultants. Tier 3s are people in the industry who really want to be vocal, people who, you know, kind of need to get out there to kind of promote themselves. Even though we'll be on an iron fist. No, no, you can't post that self promotion. So by combining those three tiers, you've got a highly, highly engaged audience, which will stimulate the Tier 2s to do more interaction. And the tier ones who, from a B2B social selling perspective, you were going after.
