Technologies Don’t Change Companies. People Do.

1. Community =
Engagement + Strategy
Technologies Don’t Change Companies.
People Do.
Ayelet
Baron
Chief
Ins2gator
h4p://ayeletbaron.com
Twi4er:
@ayeletb

2.
Late
14c.,
from
Old
French
comunité
,
a
group
of
people
with
unique
shared
values,
common
interests
and
goals
What is A Community?
“Community
is
what
we
share
together,
what
we
change
together.
The
common
place
of
meaning.
What
we
think
together,
what
we
create
together.
The
meaning
we
gather
together
to
for2fy
the
commons.”
Source:
h@p://www.technologyofcommunity.net/the-­‐etymology-­‐of-­‐community/

3. Customers
Types of Communities: Know What You’re Building
Internal
Consumers
Members
Partners
Employee

4. 8 Collaboration Principles

5. Clear
Directly
Goals Linked
to
Your Business Purpose
#1

6. Strategy before tools and technology#2

7. Technologies don’t change companies,
people do#3

8. Lead by example. Share stories#4

9. Experiment and get feedback#5

10. Facilitate Shared Interest#6

11. Keep looking for new ways to connect people
#7

12. Measure what matters and communicate progress#8

13. ROI
Business
Strategy
Another Tool
Tool
Define Your Strategy and Connect the Dots
Innovation
Adoption

15. 1
2
3
Whatisthebusinesspurposeyourcommunity?
A
successful
community
meets
the
needs
of
both
the
business
and
the
community
members

16. Community
Roadmap
Strategy
and
Purpose
Collabora2ve
Leadership
Approach
Ac2ve
Culture
Communica2on
Defined
Roles
and
Responsibili2es
Community
Management
Process
Integra2on
Flexible
Governance
and
Policies
Metrics
Dashboard
Ac2ve
Engagement
Business
Results
Communica2on

17. We are living in the age of abundance and distraction

18. How do you earn and maintain attention?
Don’t get lost in the noise

19. Who Do You Engage?

20. Segmenting
Users
Interest
Engagement
Understand
Needs Keep Informed
Keep Engaged
Build
Strategic
Relationships
and Invest

23. Community
Culture
How it Gets
Done
Non-
Hierarchical
Facilitated
Results-Driven
Aligned with
Business Needs
Integrated
into
Processes

24. Understanding the Community Profile
Lurkers
Contributors
Power
Contributors
Not
Ac2ve
Community
Managers
Storytellers/
Trail
Blazers

25. ONLINE COMMUNITIES CAN BE A PUZZLE
UNTIL YOU REMEMBER THEY ARE ALL HUMAN
AND STOP TRYING TO CONTROL THEM
www.spy.org.es/upload/actuacion/imagen-35.jpg

26. Trust:
In
a
world
where
knowledge
becomes
obsolete
faster
than
ever
before,
holding
on
to
informa2on
isn’t
the
compe22ve
advantage
–
sharing
and
learning
is.
However,
sharing
–
especially
sharing
tacit
knowledge
–
only
happens
when
there’s
deep
trust
between
people
Shared
purpose:
Individuals
brought
together
in
a
community
must
have
a
common
set
of
beliefs
and
goals.
Why
are
they
in
this
community?
How
can
the
community
help
them
meet
their
personal
and
professional
goals?
A
good
community
manager
will
design
the
community
to
enable
connec2on
based
on
a
shared
purpose.
WIIFM
(what’s
in
it
for
me?):
A
community
is
a
healthy
ecosystem
of
consuming
and
contribu2ng
–
readers
(a
nicer
way
of
saying
“lurkers”)
and
contributors.
There
has
to
be
great
content
to
consume
and
people
to
create
this
great
content.
People
are
inherently
self-­‐interested,
and
will
contribute
to
a
shared
space
when
the
value
they
receive
is
greater
than
what
they
put
in.
You
can’t
just
tell
people
to
create
stuff
–
but
a
good
community
manager
designs
around
members’
WIIFMs.
Shared
ownership:
To
ac2vely
contribute
to
a
community,
people
must
also
feel
like
they
own
a
part
of
it.
A
good
community
manager
knows
how
to
design
and
build
community
with
the
community
from
the
very
beginning
and
to
uphold
these
collabora2ve
standards.
Planned
serendipity:
A
community
is
magic
because
it
helps
people
not
only
find
answers
to
what
they
know
they
don’t
know
–
but
also,
discover
something
(or
someone)
that
they
don’t
know
they
don’t
know.
Serendipity
is
a
powerful
concept,
and
is
where
good
ideas
come
from.
The
community
manager
will
design
the
condi2ons
for
people
to
serendipitously
discover
people
and
content.
Source:
Maria
Ogneva
h4p://blogs.salesforce.com/company/2013/07/invest-­‐in-­‐community-­‐management.html
MagicofCommunities

27. Connect the Dots

28. What Can Be Measured
Behavior
Change
Goals
Achievement
• Level
of
engagement
(commitment
curve)
• Level
of
contribuLon
• Inspiring
acLon
(Do
more.
Do
less)
• Economic
success
• Speed
to
market
• Business
growth
• Increasing
reputaLon
• ROI
www.spy.org.es/upload/actuacion/imagen-35.jpg

29. Journey to Collaboration
One-Way Communication Collaboration
1 2 3