Rachel Happe: Why People, Relationships and Communities are Becoming Strategic

Why People, Rachel Happe Principal & Co-FounderRelationships and The Community RoundtableCommunities are February 15thBecoming Strategic Social Media Week

We’ve Done A Lot of Organizational Optimizing @rhappe

The Results Have Been Mixed http://www.flickr.com/photos/smaku/1400436298/

In the process, people have been treated as liabilities to be managed vs. assets to be invested in @rhappe

Technology Keeps Getting Faster… Source: http://www.time.com/time/interactive/0,31813,2048601,00.html @rhappe

…But People Do Not@rhappe #IBMConnect Source: http://pandasthumb.org/archives/2006/09/fun-with-homini-1.html @rhappe

.We Are On a Collision Course http://www.flickr.com/photos/alainbachellier/4327038011/

Faster Has Decreasing Rates of Return For Peoplei.e. People can only go so fast before quality suffers @rhappe

People Are Now The Weakest Link http://www.flickr.com/photos/kyra__m/4681259456/

So You can tryto keep up with technology….

…or you can make the weakest linkyour competitive differentiator

To Maximize Human Performance, Access to Various Social Environments is Critical Individuals Relationships Team Communities Networks @rhappe

Traditional Decision ProcessInformation & Consolidation Analysis Report Stakeholder Go/No Go Data Inputs Review Decision @rhappe

Social Decision Process Discussion Discussion Social Written Facilitated Listening of key together of key Decision Discussion in points in points in Posted to Data from Communities with work Community Functional Community Network group of Practice CommunityInformation & Consolidation Analysis Report Stakeholder Go/No Go Data Inputs Review Decision @rhappe

Different Relationships Are Required for Different Outcomes Awareness Awareness Understanding of Contextual Trust Forgiveness Encounter Intimacy Friendship Development Recognition Resonance compatibility Contextual Loyalty Advocacy & Piqued interest Contextual Defense Acknowledgement Advocacy Universal Trust of relationship Universal Loyalty Social Media (Content-Based) Engagement Community (Relationship-Based) Engagement Direct Engagement @rhappe

Relationships & Culture Are The Only Sustainable Competitive AdvantageCommoditized: Reduced Advantages via:• Technology • Products• Information • Service• Market access • Process Opportunities: • Relevance • Meaning • Connection • Empathy @rhappe

Good Relationships Endure http://www.flickr.com/photos/netmonkey/55515112/

Community Maturity Model TM Stage 1 Stage 2 Stage 3 Stage 4 Hierarchy Emergent Community Networked Community Familiarize &Strategy Listen Participate Build Integrate Command &Leadership Control Consensus Collaborative DistributedCulture Reactive Contributive Emergent ActivistCommunity Defined roles & Integrated roles & None InformalManagement processes processesContent & Formal & Some user Community Integrated formalProgramming Structured generated content created content & user generatedPolicies & No Guidelines for Restrictive social Flexible social InclusiveGovernance UGC media policies media policies Consumer tools Consumer & self- Mix of consumer & ‘Social’ functionality isTools used by individuals service tools enterprise tools integratedMetrics & Activities & Behaviors &Measurement Anecdotal Basic Activities Content Outcomes

TakeAways1. You will not win just by going faster - People cannot keep up - Quality will suffer2. Relationships & culture are the new competitive advantages3. Community building is strategic & urgent - Large first mover advantage - People have limited key relationships - Community building takes time @rhappe

Thank You!• Rachel Happe• Principal, The Community Roundtable• rachel@community-roundtable.com• @rhappe

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Rachel Happe: Why People, Relationships and Communities are Becoming Strategic

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