As a professional, there might be a time in your career where enough is not enough, you may want to be part of something bigger, as for example, a community of mind-liked individuals. Joining professional communities in your local area might be a good start but when you think big, local is not big enough, so you go global. Nowadays that means going online and make your contributions to have a wider impact.
These are the 10 lessons I learned while building, keeping and closing projectforums.org (PF) – an online forum dedicated to project managers and scrum masters (PSM)
As the strategist Simon Sinek states, let’s start with why…
1.Start with why
When starting a new endeavour, no matter the field, you must have a clear WHY you’re doing what you’re doing. Remember money is not a valid why. “I’m building a forum to make money” money is a result. In my case, it was collaboration: I believe that project managers and scrum masters can do a better job, improve their skills and grow professionally if they have a secure environment to asks questions, suggestions, expose their struggles and get solutions. There are PSMs that cannot get answers when facing a challenge, because they’re either afraid of not being professional enough, others are in fact not trained for the job, or many other reasons.
That is my WHY, collaboration.
2. You need technical skills
3. You need coding skills
4. You need design skills
No PhD on Photoshop required, but, you need to have a basic notion of colors and their meaning, color combinations, pattern design and so on. When building a forum, in this case, a professional forum, solid colors like navy blue that communicates trust, or in cases orange for a light touch of cheerfulness make a good visual composition.
5. You need to identify your persona
In marketing a persona is a fictional character that have a defined set of attributes or skills that might find your product interesting e.g. if you sell hammers, your persona is probably a contractor. For PF the persona are project managers, scrum masters, project leads, project controllers and, in some cases product owners as there are topics related to Agile methodologies.
6. You need content: good quality, persona oriented, well written, and lots of them
All content should be oriented towards your persona, imagine a forum for project managers with content about world climate or American politics, so you need to focus on your persona.
A well though set of categories, where visitors can focus their attention:
They should be focused enough to gather attention but wide enough to make easy to put content into.
You need content, lots of content, and this is one of the most difficult part of the process, there’s only so much knowledge in your head to pour into a forum – no one can know it all – you’re going to start strong, posting content you’re good about, once you’re empty reposting from other sites with references. That’s why you need to have a team, I mean a group of people that share your WHY. PSMs are busy folks, putting out some fires here and there, managing conflicts, deadlines, stakeholders… and hardly at the end of the day: oh! I have to post on the forum.
Now comes promotion and monetizing strategies (the chicken and the egg)
7. You need to promote your site (the chicken)
Promoting a forum is no different from promoting a website: a daunting task.
Depending on your persona, you need to carefully choose for promotion channel, either paid or free. Usually paid promotion channels are good to get quick results, they provide a kick-start on your forum but come with a hefty bill, whereas a free promotion channel might drive visitors but more work is required to keep things moving.
Short term results: spend money and get visitors now
Long term results: optimize content now and get visitors in the future.
8. You need to monetize your site (The egg)
A forum, like any other website, has operational cost: servers, licenses, bandwidth and so on. All these costs need to be covered, you’ll quickly realize that is a business.
Up to point 7, it’s all money out of your pocket, and, most important time you spend on the technical side, social media side and researching content. For all that, you need to monetize your site.
There are several challenges on this point
9. You need visitors, but most of all contributors.
At some point in time I manage to gather traction, people coming into the site (according to Google Analytics), people browsing (according to NodeBB stats) but few people contribute, very few.
You promote your site, connect with personas, pay for advertising, people come in your site, consume information (hopefully they get value from it), check the updated job section…and leave. Some return, consume and leave, and with no ads, no contributions it’s easy to get discouraged.
If you’re in similar position identify and nourish your contributors, they keep your site alive, they’re the heart of your forum, you’re just a moderator, they ARE the forum.
10. You cannot do it alone
Studies show that humans do a terrible job doing estimations. In Scrum there are no estimations based on time, but rather on level of effort called Points.
As you can see, the level of effort to keep a forum running is particularly high: technical, design, content, business, ads and so on. I did not estimate correctly, mea culpa.
If you’re starting a forum, you cannot do it alone, you need like-minded folks to walk with you on this journey, that is social capital.
I found out that forums work best as a by-product, if you sell a product or service, a forum is a natural by-product for support and communications. A forum by itself as shown is a daunting task.
At least once a year companies evaluate their results, identify their top performing units and give bonus, and to their poor performing units and give the boot. It’s just the way things work, you streamline your resources: money and time, which are valuable and finite. Companies get rid of the old to make way for the new.
With the same approach PF will be closed on August 31st 2018. This will allow me to focus my resources in other endeavours.
I take with me lots of lessons learned and a personal win: not being afraid to fail.