8 Steps to a Thriving Web Community – The
                       Role of Open Source Drupal



Rachel Happe               ...
Community Management Primer

               Rachel Happe & Jim Storer
                                Principals
         ...
Trends Organizations Want to Leverage

•  Membership in online communities has more
   than doubled in only three years. 
...
Yet…Enterprise social software has only been
tracked since 2007 as a viable market
Rapid growth is causing a lot of confusion
What is The Community Roundtable?

 The Community Roundtable is a peer network for community
  managers and social media p...
Who We Are




              Rachel Happe
                                Jim Storer

 Background: PRTM, IDe, Bitpass, IDC...
Our customers have diverse experiences with
community management
Members have an average of 4.7 years of community managem...
Community Maturity Model TM
                   Stage 1
                Stage 2
            Stage 3
              Stage 3
 ...
1. STRATEGY




         #SMBNH  @TheCR  @rhappe 
You Need An Engaged Network
Having a passive constituent base
is no longer enough




                                  In...
Alignment

          Customer                 Brand 
         PerspecSve               Messaging 

                       ...
Expectations – Reality = Satisfaction




                       @TheCR  @acquia  @rhappe  
What To Do

•  Acknowledge and articulate who you are as a
   organization
  –  The Good, The Bad, & The Ugly

•  Align ho...
2. LEADERSHIP




          @TheCR  @acquia  @rhappe  
Be Transparent
                  hFp://www.flickr.com/photos/22971881@N02/3104553057/in/set‐72157611215947198/ 
Be Authentic
                Photo by T.McEnroe 
Be Modest
Distributed




Lead from the Back
                      hFp://www.flickr.com/photos/mclxi/388392114/ 
What You Need To Do

•  Practice conversational and facilitated
   communications internally
•  Take small steps toward tr...
3. CULTURE




         @TheCR  @acquia  @rhappe  
Tone
        hFp://www.flickr.com/photos/jspad/142160659/ 
Informed




Storytelling
                hFp://www.flickr.com/photos/kiwanja/3169447879/ 
Powerful




Feeling of Power/Control
                    hFp://www.flickr.com/photos/gargi/2483623130/ 
What You Need To Do

•  Listen/Ask/Measure how communications
   and decisions are made
•  Translate between groups
•  Be ...
4. COMMUNITY MANAGEMENT




               @TheCR  @acquia  @rhappe  
Who Are Your Cheeseheads?
Bring Catnip
                hFp://www.flickr.com/photos/sheila_steele/161726592/ 
Ride The Waves
                  hFp://www.flickr.com/photos/tk_five_0/2279894817/ 
Donʼt Ignore
                hFp://www.flickr.com/photos/jfchenier/2409726404/ 
What You Need To Do

•  Build a mission that attracts passionate fans
•  Offer rewards and recognition to encourage
   ‘go...
5. CONTENT & PROGRAMMING




               @TheCR  @acquia  @rhappe  
Be Notable
              hFp://www.flickr.com/photos/pandemia/1286794844/ 
Schedule




Keep A Regular Schedule
                   hFp://www.flickr.com/photos/vidiot/61484953/ 
Text




Be Multi-Modal
                  hFp://www.flickr.com/photos/cecilanne_r‐s/3541646602/ 
Image




Be Valuable
               hFp://www.flickr.com/photos/mfakheri/2815755503/ 
What You Need To Do

•  Attract attention
•  Create a schedule of events that have a
   cadence
•  Develop content in diff...
6. POLICY & GOVERNANCE




              @TheCR  @acquia  @rhappe  
Have Rules
              hFp://www.flickr.com/photos/strandloper/1385105547/ 
Take Calculated Risks
                   hFp://www.flickr.com/photos/cibergaita/62123585/ 
Protect Your Base
                 hFp://www.flickr.com/photos/lrargerich/3107809174/sizes/l/ 
What You Need To Do

•  Define expected culture through rules. Be
   Firm
•  Articulate and plan for the risks but
   remem...
7. TOOLS




        @TheCR  @acquia  @rhappe  
Find Good Tools
   hFp://www.flickr.com/photos/docman/36125185/ 
What You Need To Do

•  Understand where tools can help - not
   everything requires or has a tool that can help 
•  Evalu...
8. METRICS & MEASUREMENT




               @TheCR  @acquia  @rhappe  
Measure
   hFp://www.flickr.com/photos/aussiegall/286709039/ 
Account & Reconcile
                  hFp://www.flickr.com/photos/captkodak/272746539/ 
What You Need To Do
•  Know where you want to go- measurement is not all that
   useful if you don’t know what success loo...
Community Maturity Model TM
                   Stage 1
                Stage 2
            Stage 3
              Stage 3
 ...
COMMUNITY MANAGEMENT
   PRIMER PACKAGE



             @TheCR  @acquia  @rhappe  
Community Management Primer Package

Our Community Management Primer Package is a mix of
presentations, discussions, indiv...
Workshop Exercises
Strategy: Group Exercise
    –  3 Strategies; Pros & Cons of each
Culture: Individual Exercise
    –  P...
Example: Tool Exercise
CMPP Customers Will Be Able To:
1.  Write a comprehensive community strategy 
2.  Develop a content & program plan aligned...
Why Drupal as a community platform?

   Powerful CMS

   Rapid deployment, speed to market

   Content creation, organizat...
JackBe Developer Community
http://www.jackbe.com/enterprise-mashup/




                                           © 2009 ...
Intuit QuickBase
http://quickbase.intuit.com/developer/articles




                                                 © 200...
Greenopolis
http://greenopolis.com/




                          © 2009 Acquia, Inc. All rights reserved.
Novell Communities
http://www.novell.com/communities/




                                     © 2009 Acquia, Inc. All rig...
Nvidia Tegra Developer Zone
http://tegradeveloper.nvidia.com/tegra/




                                          © 2009 A...
Atom Developer Community
http://appdeveloper.intel.com/en-us/




                                       © 2009 Acquia, In...
Symantec
http://www.symantec.com/connect/




                                   © 2009 Acquia, Inc. All rights reserved.
Acquia is Your Drupal Guide




                              © 2009 Acquia, Inc. All rights reserved.
  Do you love working with Drupal?


   If so, Acquia is hiring:
  – Engineering & design
  – Client advisors and consulti...
Questions

   For more information, visit:
  –  http://acquia.com
  –  http://twitter.com/acquia
  –  http://community-rou...
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8 Steps to a Thriving Web Community - The Role of Open Source Drupal

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Building and nurturing a community and using social media to cultivate your community is moving from a "nice to have" to a business requirement. Those businesses that leverage this social momentum increase loyalty, brand value and revenue. However, this transition can be very difficult and disruptive because it requires cultural, leadership, strategy, workflow, and operational changes. Social media experts from The Community Roundtable have developed a Community Maturity Model with eight competencies to help guide organizations through this complex management transformation and to provide a best practices benchmark.

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8 Steps to a Thriving Web Community - The Role of Open Source Drupal

  1. 1. 8 Steps to a Thriving Web Community – The Role of Open Source Drupal Rachel Happe Lynne Capozzi Cofounder VP Marketing The Community Roundtable Acquia
  2. 2. Community Management Primer Rachel Happe & Jim Storer Principals The Community Roundtable
  3. 3. Trends Organizations Want to Leverage •  Membership in online communities has more than doubled in only three years. •  54% of members log into their community at least once a day. •  71% of members said their community is very important or extremely important to them. •  55% say they feel as strongly about their online communities as they do about their real-world communities –  2008 report from the Center for the Digital Future at the USC Annenberg School for Communication
  4. 4. Yet…Enterprise social software has only been tracked since 2007 as a viable market
  5. 5. Rapid growth is causing a lot of confusion
  6. 6. What is The Community Roundtable? The Community Roundtable is a peer network for community managers and social media practitioners who’s mission is:   Further the discipline of community management   Provide support and resources for community managers   Aggregate, document, and share community management best practices www.community‐roundtable.com  #LaunchCamp @TheCR  @jimstorer @rhappe 
  7. 7. Who We Are Rachel Happe Jim Storer Background: PRTM, IDe, Bitpass, IDC, Background: DCI, SharedInsights, Mzinga Mzinga Skills: Facilitation, Communication, Skills: Facilitation, Communication, Community Management, Coaching, Analysis, Management, Coaching, Content Creation Content Creation Domain Expertise: Social Media, Domain Expertise: Internet trends, Social Communities, Programming & content Media, Communities, New Product Development
  8. 8. Our customers have diverse experiences with community management Members have an average of 4.7 years of community management experience 
  9. 9. Community Maturity Model TM Stage 1 Stage 2 Stage 3 Stage 3 Hierarchy Emergent Community Networked Community Familiarize & Strategy Listen Participate Build Integrate Command & Leadership Control Consensus Collaborative Distributed Culture Reactive Contributive Emergent Activist Community Defined roles & Integrated roles & Management None Informal processes processes Content & Formal & Some user Community Integrated formal Programming Structured generated content created content & user generated Policies & No Guidelines for Restrictive social Flexible social Inclusive Governance UGC media policies media policies Consumer tools Consumer & self- Mix of consumer & ‘Social’ functionality Tools used by individuals service tools enterprise tools is integrated Metrics & Activities & Behaviors & Measurement Anecdotal Basic Activities Content Outcomes
  10. 10. 1. STRATEGY #SMBNH  @TheCR  @rhappe 
  11. 11. You Need An Engaged Network Having a passive constituent base is no longer enough Investors  Customers  Employees  Partners  hFp://www.flickr.com/photos/luc/1804295568/ 
  12. 12. Alignment Customer  Brand  PerspecSve  Messaging  Product  InformaSon  Product  Experience  Tone  Available  InformaSon  Transparency  hFp://www.flickr.com/photos/73937087@N00/422507353/ 
  13. 13. Expectations – Reality = Satisfaction @TheCR  @acquia  @rhappe  
  14. 14. What To Do •  Acknowledge and articulate who you are as a organization –  The Good, The Bad, & The Ugly •  Align how you talk about your company and products with what customers think about you •  Think of customers as marketing partners •  Determine how socially-enabled your constituents are •  Identify the drivers that will help you build a network
  15. 15. 2. LEADERSHIP @TheCR  @acquia  @rhappe  
  16. 16. Be Transparent hFp://www.flickr.com/photos/22971881@N02/3104553057/in/set‐72157611215947198/ 
  17. 17. Be Authentic Photo by T.McEnroe 
  18. 18. Be Modest
  19. 19. Distributed Lead from the Back hFp://www.flickr.com/photos/mclxi/388392114/ 
  20. 20. What You Need To Do •  Practice conversational and facilitated communications internally •  Take small steps toward transparency •  Experience self-organizing environments – developer communities, India, Wikipedia, user groups •  War game radically different communications cultures – using games like Bafa Bafa
  21. 21. 3. CULTURE @TheCR  @acquia  @rhappe  
  22. 22. Tone hFp://www.flickr.com/photos/jspad/142160659/ 
  23. 23. Informed Storytelling hFp://www.flickr.com/photos/kiwanja/3169447879/ 
  24. 24. Powerful Feeling of Power/Control hFp://www.flickr.com/photos/gargi/2483623130/ 
  25. 25. What You Need To Do •  Listen/Ask/Measure how communications and decisions are made •  Translate between groups •  Be as responsive to various constituents in their own modality •  Encourage and reward change •  Set expectations clearly
  26. 26. 4. COMMUNITY MANAGEMENT @TheCR  @acquia  @rhappe  
  27. 27. Who Are Your Cheeseheads?
  28. 28. Bring Catnip hFp://www.flickr.com/photos/sheila_steele/161726592/ 
  29. 29. Ride The Waves hFp://www.flickr.com/photos/tk_five_0/2279894817/ 
  30. 30. Donʼt Ignore hFp://www.flickr.com/photos/jfchenier/2409726404/ 
  31. 31. What You Need To Do •  Build a mission that attracts passionate fans •  Offer rewards and recognition to encourage ‘good’ behaviors •  Ride the wave of community interest rather than trying to start waves •  Donʼt ignore problems – address immediately even if you don’t have the answer
  32. 32. 5. CONTENT & PROGRAMMING @TheCR  @acquia  @rhappe  
  33. 33. Be Notable hFp://www.flickr.com/photos/pandemia/1286794844/ 
  34. 34. Schedule Keep A Regular Schedule hFp://www.flickr.com/photos/vidiot/61484953/ 
  35. 35. Text Be Multi-Modal hFp://www.flickr.com/photos/cecilanne_r‐s/3541646602/ 
  36. 36. Image Be Valuable hFp://www.flickr.com/photos/mfakheri/2815755503/ 
  37. 37. What You Need To Do •  Attract attention •  Create a schedule of events that have a cadence •  Develop content in different modalities – text, images, video; synchronous & asynchronous •  Focus on value – build content that will be contextual and relevant to your audience
  38. 38. 6. POLICY & GOVERNANCE @TheCR  @acquia  @rhappe  
  39. 39. Have Rules hFp://www.flickr.com/photos/strandloper/1385105547/ 
  40. 40. Take Calculated Risks hFp://www.flickr.com/photos/cibergaita/62123585/ 
  41. 41. Protect Your Base hFp://www.flickr.com/photos/lrargerich/3107809174/sizes/l/ 
  42. 42. What You Need To Do •  Define expected culture through rules. Be Firm •  Articulate and plan for the risks but remember too, risks make things fun & worthwhile •  Define the constituent groups for whom you are responsible and how – both legally and ethically – and what will harm them
  43. 43. 7. TOOLS @TheCR  @acquia  @rhappe  
  44. 44. Find Good Tools hFp://www.flickr.com/photos/docman/36125185/ 
  45. 45. What You Need To Do •  Understand where tools can help - not everything requires or has a tool that can help •  Evaluate which investments have higher payoff – those that streamline repetitive or expensive tasks •  Understand tool externalities – tools don’t work in a vacuum. How do they work with existing processes and people?
  46. 46. 8. METRICS & MEASUREMENT @TheCR  @acquia  @rhappe  
  47. 47. Measure hFp://www.flickr.com/photos/aussiegall/286709039/ 
  48. 48. Account & Reconcile hFp://www.flickr.com/photos/captkodak/272746539/ 
  49. 49. What You Need To Do •  Know where you want to go- measurement is not all that useful if you don’t know what success looks like •  Understand data influencers – if you don’t know how to change a measurement or its cost, it is also not all that useful •  Keep it simple – the easier it is for everyone to understand, the better. Three clear metrics are better than 20. •  Develop accounting standards – what are your priorities and values and how well does your budget reflect them? •  Donʼt forget your common sense. Measurement is one guide post to good decision making, not the sole factor. Resource: hFp://www.thesocialorganizaSon.com/social‐media‐metrics.html 
  50. 50. Community Maturity Model TM Stage 1 Stage 2 Stage 3 Stage 3 Hierarchy Emergent Community Networked Community Familiarize & Strategy Listen Participate Build Integrate Command & Leadership Control Consensus Collaborative Distributed Culture Reactive Contributive Emergent Activist Community Defined roles & Integrated roles & Management None Informal processes processes Content & Formal & Some user Community Integrated formal Programming Structured generated content created content & user generated Policies & No Guidelines for Restrictive social Flexible social Inclusive Governance UGC media policies media policies Consumer tools Consumer & self- Mix of consumer & ‘Social’ functionality Tools used by individuals service tools enterprise tools is integrated Metrics & Activities & Behaviors & Measurement Anecdotal Basic Activities Content Outcomes
  51. 51. COMMUNITY MANAGEMENT PRIMER PACKAGE @TheCR  @acquia  @rhappe  
  52. 52. Community Management Primer Package Our Community Management Primer Package is a mix of presentations, discussions, individual exercises, and group exercises – all designed to ensure and reinforce alignment and community success 1.  Advisory Services –  Kick-Off & Introduction Call – Two hours –  Workshop Preparation Call – One hour –  Check-up Calls Post-Workshop – 2 one-hour calls 2.  Workshop – 2 Days –  12 sessions designed to elicit opportunities, barriers, concerns, and challenges around eight core community competencies 3.  Two (2) annual memberships in TheCR Network. Package Price is $15,000
  53. 53. Workshop Exercises Strategy: Group Exercise –  3 Strategies; Pros & Cons of each Culture: Individual Exercise –  Picture your culture Community Management: Group –  War Game - Handling two common scenarios Leadership: Group –  Network Mapping – Influencing the Influencers Policies: Individual –  Mix & Match – Behaviors and policies Metrics & Measurement: Individual –  Draw Your Dashboard Content & Programming: Group –  Mix & Match – Outcomes, programming, & budgets Tools: Individual –  Build a homepage
  54. 54. Example: Tool Exercise
  55. 55. CMPP Customers Will Be Able To: 1.  Write a comprehensive community strategy 2.  Develop a content & program plan aligned with their goals and budget 3.  Understand the role of influencers 4.  Address common community management scenarios 5.  Understand legal hurdles and draft a corporate social media policy consistent with business goals and cultural requirements 6.  Identify and track the metrics that matter from the start 7.  Better understand and assess the Acquia features that will drive business results
  56. 56. Why Drupal as a community platform?   Powerful CMS   Rapid deployment, speed to market   Content creation, organization and discovery   Social Networks   Community Forums & thread discussions   Ratings & votings   Single & Multi user blogs   Best platform for growth – start small © 2009 Acquia, Inc. All rights reserved.
  57. 57. JackBe Developer Community http://www.jackbe.com/enterprise-mashup/ © 2009 Acquia, Inc. All rights reserved.
  58. 58. Intuit QuickBase http://quickbase.intuit.com/developer/articles © 2009 Acquia, Inc. All rights reserved.
  59. 59. Greenopolis http://greenopolis.com/ © 2009 Acquia, Inc. All rights reserved.
  60. 60. Novell Communities http://www.novell.com/communities/ © 2009 Acquia, Inc. All rights reserved.
  61. 61. Nvidia Tegra Developer Zone http://tegradeveloper.nvidia.com/tegra/ © 2009 Acquia, Inc. All rights reserved.
  62. 62. Atom Developer Community http://appdeveloper.intel.com/en-us/ © 2009 Acquia, Inc. All rights reserved.
  63. 63. Symantec http://www.symantec.com/connect/ © 2009 Acquia, Inc. All rights reserved.
  64. 64. Acquia is Your Drupal Guide © 2009 Acquia, Inc. All rights reserved.
  65. 65.   Do you love working with Drupal?   If so, Acquia is hiring: – Engineering & design – Client advisors and consulting – Inside sales Check out openings at http://acquia.com/careers © 2009 Acquia, Inc. All rights reserved.
  66. 66. Questions   For more information, visit: –  http://acquia.com –  http://twitter.com/acquia –  http://community-roundtable.com –  http://twitter.com/TheCR   Contact us: –  sales@acquia.com –  888.9.ACQUIA Recording of today’s event and slides will be posted at: –  rachel@community-roundtable.com http://acquia.com/community/resources/ –  @rhappe / @TheCR recorded_webinars –  Rachel: 617-271-4574   Sign up for a free 30-day Acquia Network Trial –  http://acquia.com/trial © 2009 Acquia, Inc. All rights reserved.
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