In part three of our Community Manager Appreciation Day blog series, we learn how Adrienne Chance keeps employees engaged in Topgolf's Igloo community, The Clubhouse.
Adrienne Chance is the Director of Corporate Communications at Topgolf, a high-tech, best-in-class golf and entertainment experience, with eight million annual visitors worldwide. (We don’t have any Topgolf locations up here in Canada, but we’ve seriously considered a road trip to Ohio.)
Topgolf implemented Igloo in 2013 and have been upping their collaboration game ever since. We think it’s pretty cool that even though external communications is the core of her job, Adrienne is building an internal community that rivals some of the best. Here’s more on Adrienne and Topgolf’s intranet, The Clubhouse.
I: What does your day-to-day look like?
AC: The thing I love most about my job is there’s no typical day. I’m always scanning our Igloo, the news, and social media for insight into how our associates, guests, and stakeholders are talking about Topgolf. We use this information to create fresh new content and marketing programs that resonate with our audiences, and to influence new policies and procedures that will improve our operations.
I: How has your intranet changed the way your organization collaborates?
AC: There’s a lot less searching through endless emails to find a file you need to refer back to. There are fewer “reply-all” emails, though we haven’t given those up completely because who doesn’t love some good office humor in their email? It’s also become easier to find who does what and where because we can look up our associates in the directory. These are simple things that actually save quite a bit of time for us.
(For the record, we also love a good reply-all, even if it sets the world of business back a bit.)
I: How do you know your members are engaged?
AC: We monitor how many unique users are creating, consuming, and engaging with content. We also observe how often people are logging in. Our adoption has picked up since we implemented Single Sign-On (SSO). Now, when associates log into their laptop, they’re automatically logged into The Clubhouse.
I: How do you handle people who don’t want to participate?
AC: The naysayers can be very helpful to us. Sometimes they think of things we haven’t thought of, and they help us identify areas of the platform that people don’t understand. By pinpointing exactly what people are missing, we can either make a request for a new feature or modify our training accordingly.
I: How do you encourage people to speak up?
AC: Our CEO issues brief video messages to all associates every few weeks. At the end of each video, he poses a question that we ask our associates to answer on The Clubhouse. This has driven some great participation. We also make a point to remind people to post on The Clubhouse on all of our internal conference calls.
I: What’s the secret to finding great stories?
AC: Giving people an easy way to share them. Also, scanning social media for the stories and letting people know it’s exactly the type of content we’re looking for. Sometimes, the people involved don’t even realize their story is special. They’re often excited to be featured, which then makes them want to share more great stories with us in the future.
I: Do you have any big projects on your plate for 2016?
AC: We’re opening ten venues in 2016 and hiring 5,000 associates. Not to mention, we have a lot of other big projects in store that are aimed to improve the guest experience. It’s an exciting period of growth for our company.
(Have you considered a location north of the border? We’ll start a petition if we have to.)
I: Coffee person or tea person? (Or neither… but tell us how you do it!)
AC: I’m a news junkie, so I wake up at 5:30 am and love to drink some Dunkin’ Donuts coffee while reading in the morning!
If you ask us, your community management skills are super newsworthy, Adrienne. Keep it up! Do you have a community engagement tip to share? Tweet us @igloosoftware.
What type of community manager are you? Take the quiz.
Want to learn more about community management? Check out the rest of our blog series: