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

8 Steps to a Thriving Web Community – The Role of Open Source Drupal Rachel Happe Lynne Capozzi Cofounder VP Marketing The Community Roundtable Acquia

Community Management Primer Rachel Happe & Jim Storer Principals The Community Roundtable

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

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 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

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

Our customers have diverse experiences with community management Members have an average of 4.7 years of community management experience

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

1. STRATEGY #SMBNH @TheCR @rhappe

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/

Alignment Customer Brand PerspecSve Messaging Product InformaSon Product Experience Tone Available InformaSon Transparency hFp://www.ﬂickr.com/photos/73937087@N00/422507353/

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 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

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 transparency •  Experience self-organizing environments – developer communities, India, Wikipedia, user groups •  War game radically different communications cultures – using games like Bafa Bafa

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 as responsive to various constituents in their own modality •  Encourage and reward change •  Set expectations clearly

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 ‘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

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 different modalities – text, images, video; synchronous & asynchronous •  Focus on value – build content that will be contextual and relevant to your audience

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 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

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 •  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?

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 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

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

COMMUNITY MANAGEMENT PRIMER PACKAGE @TheCR @acquia @rhappe

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

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

Example: Tool Exercise

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

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.

  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.

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

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