Community =
Engagement + Strategy
Technologies Don’t Change Companies.
People Do.
Ayelet	
  Baron	
  
Chief	
  Ins2gator	
...
 
Late	
  14c.,	
  from	
  Old	
  French	
  comunité	
  ,	
  a	
  group	
  of	
  people	
  with	
  unique	
  shared	
  
va...
Customers	
  
Types of Communities: Know What You’re Building
Internal	
  
Consumers	
  
Members	
  
Partners	
  
Employee...
8 Collaboration Principles
Clear
Directly
Goals Linked
to
Your Business Purpose
#1
Strategy before tools and technology#2
Technologies don’t change companies,
people do#3
Lead by example. Share stories#4
Experiment and get feedback#5
Facilitate Shared Interest#6
Keep looking for new ways to connect people
#7
Measure what matters and communicate progress#8
ROI
Business
Strategy
Another Tool
Tool
Define Your Strategy and Connect the Dots
Innovation
Adoption
1	
  
2	
  
3	
  
Whatisthebusinesspurposeyourcommunity?
A	
  successful	
  
community	
  
meets	
  the	
  needs	
  
of	
 ...
Community
Roadmap
Strategy	
  and	
  Purpose	
  
Collabora2ve	
  
Leadership	
  Approach	
  
Ac2ve	
  Culture	
  
Communic...
We are living in the age of abundance and distraction
How do you earn and maintain attention?
Don’t get lost in the noise
Who Do You Engage?
Segmenting
Users
Interest
Engagement
Understand
Needs Keep Informed
Keep Engaged
Build
Strategic
Relationships
and Invest
Community
Culture
How it Gets
Done
Non-
Hierarchical
Facilitated
Results-Driven
Aligned with
Business Needs
Integrated
int...
Understanding the Community Profile
Lurkers	
  
Contributors	
  
	
  
	
  	
  	
  	
  Power	
  Contributors	
  
Not	
  Ac2...
ONLINE COMMUNITIES CAN BE A PUZZLE
UNTIL YOU REMEMBER THEY ARE ALL HUMAN
AND STOP TRYING TO CONTROL THEM
www.spy.org.es/up...
Trust:	
  In	
  a	
  world	
  where	
  knowledge	
  becomes	
  obsolete	
  faster	
  than	
  ever	
  before,	
  holding	
 ...
Connect the Dots
What Can Be Measured
Behavior	
  Change	
  
Goals	
  Achievement	
  
•  Level	
  of	
  engagement	
  
(commitment	
  curve...
Journey to Collaboration
One-Way Communication Collaboration
1 2 3
Community = Strategy + Engagement
Community = Strategy + Engagement
Community = Strategy + Engagement
Community = Strategy + Engagement
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Community = Strategy + Engagement

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Technologies Don’t Change Companies. People Do.

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Community = Strategy + Engagement

  1. 1. Community = Engagement + Strategy Technologies Don’t Change Companies. People Do. Ayelet  Baron   Chief  Ins2gator   h4p://ayeletbaron.com   Twi4er:  @ayeletb    
  2. 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. 3. Customers   Types of Communities: Know What You’re Building Internal   Consumers   Members   Partners   Employee  
  4. 4. 8 Collaboration Principles
  5. 5. Clear Directly Goals Linked to Your Business Purpose #1
  6. 6. Strategy before tools and technology#2
  7. 7. Technologies don’t change companies, people do#3
  8. 8. Lead by example. Share stories#4
  9. 9. Experiment and get feedback#5
  10. 10. Facilitate Shared Interest#6
  11. 11. Keep looking for new ways to connect people #7
  12. 12. Measure what matters and communicate progress#8
  13. 13. ROI Business Strategy Another Tool Tool Define Your Strategy and Connect the Dots Innovation Adoption
  14. 14. 1   2   3   Whatisthebusinesspurposeyourcommunity? A  successful   community   meets  the  needs   of  both  the   business  and  the   community   members  
  15. 15. 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  
  16. 16. We are living in the age of abundance and distraction
  17. 17. How do you earn and maintain attention? Don’t get lost in the noise
  18. 18. Who Do You Engage?
  19. 19. Segmenting Users Interest Engagement Understand Needs Keep Informed Keep Engaged Build Strategic Relationships and Invest
  20. 20. Community Culture How it Gets Done Non- Hierarchical Facilitated Results-Driven Aligned with Business Needs Integrated into Processes
  21. 21. Understanding the Community Profile Lurkers   Contributors            Power  Contributors   Not  Ac2ve   Community   Managers   Storytellers/   Trail  Blazers  
  22. 22. 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
  23. 23. 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
  24. 24. Connect the Dots
  25. 25. 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
  26. 26. Journey to Collaboration One-Way Communication Collaboration 1 2 3
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