Today, we’re joined by Lauren Uyeno, National Director of SEC and SOX Professional Groups at Workiva, a computer software product that brings together everything you need—teammates, datasets, and data sources—so you can work better in the cloud. Lauren builds the SEC and SOX Professional Groups, which are member-driven, community-led events programs. These communities currently have forty chapters and are helping drive acquisition, contribution, and engagement for the business.

Communities help professionals in industries find other people with whom they can share their problems and find a sense of belonging. On the events side, Lauren is tracking attendance percentage (how many of those who RSVP'd attend the event). Workiva also has their key tools all synced on the backend with the help of On24, which integrates smoothly with Marketo and Salesforce to track lead generation. On the community side, the key stats Lauren is tracking are unique visitors, the number of visits, and the percentage of activated users from posts and comments.

Not everything that you track needs to be entered in reports. When inheriting a community, it’s important to introduce yourself to user groups, talk to them, and listen closely to get a read on the community.