How To Build Vibrant Communities Within The Enterprise

How to build vibrant communities within the enterprise Can organizations build better web communities with predictable success? David Terrar – D2C and WordFrame with contributions from: Dennis Howlett – AccMan & ZDNet Philip Woodgate – Goodman Jones

Charles Darwin – natural selection “ The theory of evolution by cumulative natural selection is the only theory we know of that is, in principle, capable of explaining the existence of organized complexity.” Richard Dawkins

Recommended reading http://www.throwingsheep.com/ “ Networked Web 2.0 tools and technologies are making a profound impact on every aspect of our lives as social networking changes forms of entertainment in our personal lives and business models in the workplace.” John Chambers, Chairman and CEO, Cisco “ Web 2.0 social networking has far-reaching consequences for corporate executives managing relationships with customers, employees and business partners.” Henning Kagermann, Chairman and CEO, SAP

From Command and Control to Teamwork and Collaboration http://www.youtube.com/watch?v=9WX7BNnYTf8&eurl=http://blogs.zdnet.com/collaboration/?p=315

Agenda
Why build communities?
What motivates people to participate?
What is ICAEW doing with ion?
Other examples
Success factors for community sites
Can we build communities with predictable success?
Conclusions and best practice
Recommendations
References

Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge

What is a web community?
An interactive group of people joined together by a common interest.

What motivates people to participate?
Expressing themselves
Support
Listening
Sharing
Recognition
Power
The culture of the organization
"Culture is a mealy-mouthed way of talking about power.“ - Euan Semple

Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

What is ICAEW doing with ion? http://www.ion.icaew.com

What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts

What is ICAEW doing with ion?
Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative”
Finalist Accountancy Age - “Best Use of the Internet - Business”

Some other examples SocialMediaToday.com

Wachovia Office 2.0 Conference 2008 SF Pete Fields - Leads Enterprise 2.0 Business Strategy for Wachovia http://office20.com/docs/DOC-1130

Building a community S W I = our methodology T C H

S tart with the end in mind
User won't just come like Facebook
What is the purpose?
http://www.flickr.com/photos/leena/2748174727/in/pool-roadsigncities

W hat's in it for me ?

I ntuitive and simple http://blogs.msdn.com/officeoffline/archive/2007/12/12/easy-to-use.aspx

T echnology supporting not leading

C ommunity management

C ommunity facilitation

C ommunity management
Champions
Teamwork
Prepare to lose control
Moderation guidelines
Community manager needed
Corporate standards
Not just bottom up

H elp and resources
Online help and documentation
“ How to”s
Videos
Examples
Contributor guidelines
Helpdesk
Chat support
Community manager support

Building a community S tart with the end in mind W hat's in it for me I ntuitive and simple T echnology supporting not leading C ommunity management H elp and resources

Content and community management
Seed the community
Need professional content
Engage professionals and be prepared to pay
Need the community manager acting like a party host
Content guidelines
Focus on what the users want
Marketing is vital

Not in support of any goal…

Success factors for community sites
Speed of adoption
Number of active users
Number of posts
Number of comments

Life cycle of a successful community

Can we build communities with predictable success?
The more CONTENT you have the more MEMBERS you will get.
The more MEMBERS you have the more CONTENT you will get.
The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get.

Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + communal WORST Start with technology Marketing “campaign” Mixing business/consumer motives No facilitation Metrics vs. business measures

Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important

Recommendations
Recognise it will be hard work
Focus on usability
Community manager needed, and they have to act like a party host
Content, content, content
Basic marketing e.g. email key posts
Brand advertising and incentives don't work
Use available resources e.g. Wikipatterns
Coherent technology is important
People and culture more important
Make sure the key stakeholders involved understand new marketing
Make sure they understanding social networks by using some and getting their hands dirty

Key take away from Enterprise 2.0 Conference 2008 Boston Christopher Keohane, Unity Product Owner Shawn Dahlen, Unity Program Manager

Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

References
Tribalization of business study 2008
Francois Gossieaux
http://www.emergencemarketing.com/2008/04/24/2008-tribalization-of-business-study-preliminary-results/
http://www.nevillehobson.com/2008/10/09/fir-interview-francois-gossieaux-on-tribalization-of-business/
Online Community Best Practices
Jeremiah Owyang
http://www.web-strategist.com/blog/2008/03/14/online-community-best-practices-slideshare-and-zero-cost-publishing/
Wikipatterns
Stewart Mader and friends
http://www.wikipatterns.com/display/wikipatterns/Wikipatterns
http://ikiw.org

Contact details David Terrar CEO – D2C and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com

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How To Build Vibrant Communities Within The Enterprise

by David Terrar on Feb 13, 2009

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How To Build Vibrant Communities Within The Enterprise — Presentation Transcript