Building Community-A Conversation on planning, stewardship, and keeping human
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A presentation on common challenges to community building, planning, engagement, adoption, understanding value
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Building Community-A Conversation on planning, stewardship, and keeping human
- 1. BUILDING COMMUNITY A CONVERSATION AROUND PLANNING, STEWARDSHIP AND KEEPING IT HUMAN Catherine Shinners January 21, 2014 for the SIKM Community
- 3. Challenges to community success Often a lack of clarity around purpose & therefore business relevance An online presence doesn’t mean it’s a community Vital nature of sustained stewardship & facilitation not well understood Creating value, assessing value communicating value
- 4. Our Conversation Today • Community principles, dynamic, lifecycle and planning • Stewardship, facilitation, engagement, participant roles • Share experiences, insights, dilemmas, triumphs
- 5. Community principles & dynamics Communities have a lifecycle and a unique set of dynamics Transparency Participation value is achieved participants see each other’s contributions through participation Collective created & expanded from wide contributions Emergence Persistence contributions captured for sharing, viewing value emerges from collective interactions Independent engagement anytime, anyplace, at will The Social Organization: How to use social media to tap the collective genius of customer and employee, Bradley, A., , McDonald, M., Harvard Business Press, 2011
- 6. Community Lifecycle Inception Establishment High value content sparks engagement Growing sense of community Comm. Mgr. direct outreach, initiates discussions, prompts response, relationship building, seeks interaction to content Regular communications Program of online events – forums, expert bloggers, original content Growth Higher levels of interaction, engagement Community sense Social media channel of shared history, engagement achievements Recruit volunteers Volunteer-led Survey, poll activities members Advancement in Recognition UX, platform, programs metrics, analytics Promote community Maturity Community more selfsustaining Subgroup, affinity group formation Reformation of purpose Advanced analytics A life-cycle perspective on online community success, Iriberri, A ., Leroy, G., ACM Computing Surveys, Volume 41 Issue 2, February 2009
- 7. Planning elements Engage and education stakeholders Identify strategic business alignment Plan for inception & establishment Determine critical success factors and KPIs for early phases Lay groundwork & infrastructure for growth and maturity phases Inception
- 8. Business Strategy Alignment Inception External Facing Internal Facing Customer engagement, loyalty Productivity • Obtain feedback, information on • Increase quality of knowledge customer needs • Improve customer service Increase idea creation • Enhance problem solving • Accelerate new business and product innovation • Save time during information seeking and sharing Visibility, reputation • Improve or enhance reputation • Increase access to expert knowledge • Exchange information with credible sources Employee communication, trust • Better understanding & alignment across organizations • Increase level of trust 8
- 9. Community Business Model Value Proposition Market Segment Value Chain Revenue Impact Position in value network Competitive Strategy Inception Being involved in this community is important to me because… Customers or prospects, partners or employees. Market segment(s), targeted level (CXO, leaders, end users etc) Expert curation > original content > topical forums > showcase customer leadership > demonstrates commitment to customer Enhance customer loyalty, advance opportunity with partners, give access to expertise, value to product or support. Identify how the community is aligned with business initiatives or strategic engagements or programs Differentiation, customer loyalty, satisfaction, underserved segment, disruptive potential, product insight
- 10. Community Architecture Inception Community Management Facilitates, stewards regular interactions Face of community, promotes, advocates Evangelizes, recruits, engages members Manages volunteers Monitor community health Define, refine strategy, outcomes Social Media, Marketing & Communications Platform, UX, Analytics, Operations Original content Social media Compelling, evolving UX Expert curation engagement & promotion KPIs, benchmarks Regular, online events Regular member Identify, manage tools Targeted discussions communications Educate stakeholders Promote trending topics Marketing strategy Metrics, reports Content & Events Programming Governance Terms, conditions Executive sponsor Company policies Legal, IT, HR
- 11. 11 Critical Success Factors Inception • Identify executive sponsor • Effective education of stakeholders • Resourced for lifecycle and business strategy success • Community manager, social media manager, content specialists, analytics talent • Content and programs: Plans and budgets for events, content development, content curation, recognition programs • Communications and marketing plan in place • Metrics: tools, services to analyze effective performance • Governance model alignment with larger organization • Technology and user experience attuned to targeted community
- 12. Establishment Cultivate, facilitate spectrum of engagement Identify leaders, influencers Recognition, volunteer programs Regular cadence of events, programs, communications Active cycle of engagement Analytics, metrics aligned with purpose, relevant to management Refine resource requirements for growth Internal and external advocacy Partnerships in place Benchmarking, active listening Frank Fiishbach/Shutterstock 12
- 13. Calling Attention–Gathering Up Cadence of community-wide events Vladimir Koshkarov/Shutterstock
- 15. Rich resources Freshness, regular flow Varied Connected to people Expert curation Pal Teravagimov/Shutterstock
- 16. Serendipity, small delights Design for light approaches, too KornnphotoShutterstock
- 17. Social roles in community Editor counselor Sharer Connector lurker expert Creator mitigator infovore Writer re-broadcaster monitor critic contextualizer interlopernegotiator synthesizor gossip broadcaster Create an environment where people can bring a multiplicity of approaches and roles Support people moving in and out of leader, active mentoring to lower profile roles Thanks to Thomas Vander Wal, Gordon Ross See Cathexis blog post: The City is Experienced on our Feet: Social Business as the Urban Planning of Enterprise 2.0
- 18. Team Collaboration Community Collaboration Network Collaboration Crowdsourcing Members of group known to one another – shared identify as part of a project focus – even though embedded in hierarchy, participants cooperate on equal footing Shared identity around a topic or set of challenges Set of relationships, personal interactions, connections among individuals who have a personal reason to connect. Activity can be done by anyone who wants to from a large group Problem solving, resource and idea sharing, clear task interdependencies, explicit timelines and goals, members Expertise of practice within a domain Quickly solve problems, share ideas, make future connections Reputation Anonymity is often ok, no pre-defined credentials necessary Source of Learning Sustained interactions across project timelines Sustained partnership From access to the network From access to the network Modality of learning Formal – through experience of sustained interaction and artifact creation Formal-experience of practice is a learning resource Informal – through interactions Independent, hyperspecialization, microtasking Primary value Explicit, applied, realized, Explicit, applied, realized, reframing Tacit, immediate, potential value Explicit, applied, realized, reframing Secondary value Tacit, immediate, potential value Tacit, immediate, potential value Explicit, applied, realized, reframing Tacit, immediate, potential value Model Collective intent Collective intent Nodes and links Nodes and links Purpose Motivation Type of learning Pre-articulated or validated reputation credentials Money, Love, Glory – can be all three Reputation may follow
- 19. Resources • Promoting and assessing value creation in communities and networks: a conceptual framework, Etienne Wenger, Beverly Trayner, Maarten de Laat, Open Universiteit Report 18, 2011 • Designing effective knowledge networks, Katrina Pugh and Laurence Prusak, MIT/Sloan Management Review, September 2013 • Community Roundtable – Rachel Happe • Feverbee – Richard Millington
- 20. Catherine Shinners Social Business Strategic Consulting and Enterprise 2.0 Services Palo Alto, CA +1-650-704-3889 catherineshinners@mercedgroup.com blog: collaboration-incontext.com www.mercedgroup.com http://about.me/catherineshinners President Merced Group www.linkedin.com/catherineshinners @catshinners Skype: CatherinePaloAlto
- 21. Case Study • Business benefit - visibility and reputation • Segment – education leaders and innovators • Purpose – foster peer-to-peer leadership dialogue – education innovation • Expert curation, original content, events, featured luminaries • Recognition program • Customer UX oriented at education leader segment Public Service of Cisco
- 23. Social Media to build community Public Service of Cisco
- 24. A Focus on Community Building Establishment Awareness and global reach – new members Engage with and facilitate leader conversations Drive participation and community engagement Advance sense of connection for leaders Better understand community needs – active listening
- 25. Awareness, Reach Recruitment LinkedIn Group • Promoting events, content • Bring content to relevant discussion groups • Email through LI - campaigns to bring in your members Twitter • Targeted, focused outreach to influencers, leaders, innovators • Meet and greet – call to action to join Facebook • Targeted ads to leaders with geo expansion • Global content, commentary
- 26. Community Connection Engagement Participation Active listening Authentic voice LinkedIn Listen & participate in relevant domain groups Monitor expert discussions Calls to action to community events programming Twitter Monitor domain #hashtags for trending topics Participate in #hashtag live chats Promotion of community events, content YouTube Great, original content featuring peer leaders
- 27. Community Engagement Be an authentic, active participant in the conversation • Focus, target outreach at members level, quality engagement peer-to-peer • Actively participate in conversations, You have to be engaged to get engagement bring great content, cultivate authentic stance • Bring new experiences – help them become more adept • Innovate, experiment, display leadership
- 28. Value Metrics for Community KPIs A New Framework for Measuring Results in Social Media • Audience Engagement Jeremiah Owyang & John Lovett, The Altimeter Group, 2010 • Sentiment Ratio • Share of Voice • Advocate Influence • Idea Impact • Benchmarking
Editor's Notes
- Designing a user experience not equivalent to creating community
- Participation-Value is achieved through participation-a community must be catalyzed and mobilized for participation through purposeCollective-A mass collaboration effort is actively created and expanded through the continues widely-cast contributions of the participantsTransparency–all participants see each other’s contributions – to view, re-use, augment, validate, critique and rateIndependence-participants can engage anytime, anyplace – Any member of the collective contributes, completely independently of any other (i.e., not directed to do so by a manager, etc).Persistence-contributions are captured for others in the community to view and shareEmergence-behaviors cannot be modeled, designed, optimized or controlled like a traditional system – value emerges from the collective interactions
- Community lasts as long as the community provides value
- It can be hybrid – SAP people and third party developers
- In putting your community strategy together using an architectural approach like this will help you structure your plans, identify your resource and budgeting needs There are a few concepts here that are important – Community management – is a new breed of management professional, excellent business judgement, people and Web 2.0 saavy, ability to communicate and educate stakeholders, and it even as the community may become more self-sustaining, it remains a vital role in all stages of the community lifecycle.The other area that is a relatively emerging but important area is expert curationAnd when it comes to analytics and reporting – this is an additional area of education that stakeholders may need, and reports and metrics need to be crafted so that human beings can understand them.
- Executives and senior managers and other important stakeholders – Often may not have deep, direct experience with social media and online collaboration – no visceral sense of the opportunity and valueResourced against your architecture and plansCommunity management, content curation and social media management is attention and time intensive – constantly! Analytics must be in place from the start.Community-level communications reinforces community behaviors