Communities that Connect & Thrive
Creating the Right Mix of Purpose, Passion, People, Platforms



              Francois ...
AGENDA, maybe


1.
1    Meet the teams + agreements

2.   Context: what community means

3.   2008 Tribalization of Busine...
Community/group you loved…
         what made it great?
     Write it down; share with your group




                    ...
2008 Tribalization of Business
    Study + Best Practices


Review the highlights of the 2008 Tribalization Of Business St...
Agenda
        Highlights: 2008 Tribalization of Business Study

        Major takeaways

        Case study-based analysi...
What’s this tribal thing all about?




 Tribalism is the very first social system that human beings ever lived in,
  and ...
Motivations allowing this to work


                People want to connect with people

                People want to hel...
Understanding the driving forces of communities

             THE   MORE   CONTENT   YOU HAVE THE MORE     MEMBERS   YOU W...
TOP USAGE SCENARIOS:


                                         Customer service
 Idea generation
 Id         ti          ...
Who’s in charge?




         Sales

         Employee communications
                                           Product d...
Major takeaway #1

   Communities deliver game-changing results
      Communities can increase revenue per
               ...
Major takeaway #2

  The rise of the CMO 2.0
     Communities should be an important part of
                             ...
Major takeaway #3

  The need for new management thinking
     Mismatch between community g
                              ...
Major takeaway #3.5

  The worst practices enjoy wide adoption
     The build it and they will come ( g ) fallacy
        ...
Case-study-based lessons learned

   Creating a Great Marketing Program vs. a Movement
      Wal-Mart vs. Fiskateers

   S...
Interesting case studies

  Wal-Mart Stores 11 Moms
     Community for sharing money saving
     tips via video clips
    ...
Successful case studies

  Fiskars – the fiskateers program
     3 original ambassadors
     Goal to recruit 250 additiona...
What’s the big difference between those programs?




          A Successful                             A Successful Scra...
Many communities have scalability issues

   Bank of America
      <20,000 members
         ,
      BoA has more than 10M ...
How many communities can you belong to?
                               Dozens of Small Business Communities




          ...
Thinking out of the box




                          Beeline Labs
How do you get started?




    S                     A                M
  Simple           Aggressive            Measured...
How do you really get started?




     S                   A                  M
Strategize            Activate           ...
Design a community

1.   Software company: aerospace engineers

2.   Regional theater: ticket buyers, donors

3.   Toy com...
Burning down the obstacles
Where should we start?

  Strategy: Opportunity Roadmap
  External research/trends. Strategic intent & alignment. Ideation...
Obstacle #1: What’s the business value?


 More McKinsey, less McCann
             y,

 • Show the data & trends, examples...
Where can you inject social media principles into existing business functions?



                      Public            ...
Value: What’s the right monthly “report”?

                                                          Brevity!
            ...
Obstacle #2: Appealing to all of our customers, prospects
           “The most potent tribes are built in the interstices,...
Questions to get at likely appeal



• How much do people care about this topic/issue? Why?

• On a scale of 1-10 how pass...
Obstacle #3: Fear of failure, “newness”




                                            Do right research
Fail fast and ch...
Obstacle #4: Whose job is it anyhow?


   Part of the function, not separate silo
                       ,       p
   Comm...
Obstacle #5: What if we build it and no one comes?




                          Beeline Labs
“The number of people who are
  willing to start something is                   Advocates
  smaller,
  smaller much smalle...
Obstacle #6: What’s the right technology platform?




                            Beeline Labs
Questions to think about

• What experience are you trying to create?
What functionality do y absolutely have to
         ...
Wrapping up morning


What we’ve learned…

    Social movement & tribal behavior vs. “channel” or program

    Part of bus...
Upcoming SlideShare
Loading in …5
×

Web 20 Expo Community Workshop Prezo

6,197 views

Published on

Published in: Business
1 Comment
8 Likes
Statistics
Notes
  • http://www.fioricetsupply.com is the place to resolve the price problem. Buy now and make a deal for you.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
6,197
On SlideShare
0
From Embeds
0
Number of Embeds
59
Actions
Shares
0
Downloads
200
Comments
1
Likes
8
Embeds 0
No embeds

No notes for slide

Web 20 Expo Community Workshop Prezo

  1. Communities that Connect & Thrive Creating the Right Mix of Purpose, Passion, People, Platforms Francois Gossieaux and Lois Kelly
  2. AGENDA, maybe 1. 1 Meet the teams + agreements 2. Context: what community means 3. 2008 Tribalization of Business Study + best/worst practices 4. Team community development: 3 options 5. 5 Burning down the obstacles 6. Wrap + 3 take aways Beeline Labs
  3. Community/group you loved… what made it great? Write it down; share with your group Beeline Labs
  4. 2008 Tribalization of Business Study + Best Practices Review the highlights of the 2008 Tribalization Of Business Study with case study-based best practice analysis d b db l Beeline Labs
  5. Agenda Highlights: 2008 Tribalization of Business Study Major takeaways Case study-based analysis of best practices How do you get going? o go g 2008 Tribalization of Business Study was sponsored by Deloitte, Beeline Labs and the Society For New Communications Research Beeline Labs
  6. What’s this tribal thing all about? Tribalism is the very first social system that human beings ever lived in, and it has lasted much longer than any other kind of society to date. g y y (Wikipedia) Beeline Labs
  7. Motivations allowing this to work People want to connect with people People want to help and be helped People operate either in a social framework or a market framework o a et a e o Beeline Labs
  8. Understanding the driving forces of communities 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. THE EASIER IT IS TO DO TRANSACTIONS THE MORE MEMBERS YOU WILL ATTRACT. Those pillars create the dynamics of increasing returns which help communities deliver GAME CHANGING results Beeline Labs
  9. TOP USAGE SCENARIOS: Customer service Idea generation Id ti Co‐innovation Amplifying Word of Mouth New Product Development Reputation management Product testing CANARY IN THE COALMINE Market research Developer relations Public relations LONG TAIL SALES Employee communications General Marketing Beeline Labs 9
  10. Who’s in charge? Sales Employee communications Product development MARKETING IT Public Relations R&D Finance Customer service Beeline Labs
  11. Major takeaway #1 Communities deliver game-changing results Communities can increase revenue per p customer dramatically – i.e., 50% Communities will increase product introduction success ratios Communities amplify everything you do – increasing effectiveness and decreasing costs Beeline Labs
  12. Major takeaway #2 The rise of the CMO 2.0 Communities should be an important part of p p the CMO’s toolset (but for many large companies – there is an under-investment and scale problem) Communities should evolve the role of the CMO into Chief Customer Officer (but that will require drastic changes in attitude and approach to marketing) If done properly, communities will transform the way marketing works (reduced costs, improved effectiveness, new opportunities) pp ) Beeline Labs
  13. Major takeaway #3 The need for new management thinking Mismatch between community g y goals and associated investments Major gaps between community goals and what is being measured Communities have to combine with major talent initiatives Communities will transform most business processes Beeline Labs
  14. Major takeaway #3.5 The worst practices enjoy wide adoption The build it and they will come ( g ) fallacy y (again) y The let’s keep it small so it doesn’t move the needle phenomenon The not invented here syndrome Beeline Labs
  15. Case-study-based lessons learned Creating a Great Marketing Program vs. a Movement Wal-Mart vs. Fiskateers Scalability issues with community-based programs Bank of America How many communities can you belong to? A review of the Small Business focused communities Thinking out of the box The Tivo community The Eli Lily oncology drug community Beeline Labs
  16. Interesting case studies Wal-Mart Stores 11 Moms Community for sharing money saving tips via video clips Independent community – not required to be Wal-Mart shoppers and can write about other deals 10 best clips get $6,000 in groceries 11 Moms are being invited to Bentonville for a company tour and for a meeting with the CEO Done in partnership: Joint partnership with Flip Joint partnership with YouTube Beeline Labs
  17. Successful case studies Fiskars – the fiskateers program 3 original ambassadors Goal to recruit 250 additional ambassadors in 6 months – achieved that in 48 hours and reached 5000 Fiskateers in 18 months months. Goal to increase chatter by 10% – instead increased by 600% Goal to increase sales by 10% - instead increased by 300% Community provided a huge support base when they ran into a PR nightmare Program, which is now the main marketing engine is now fully funded by the big box stores Beeline Labs
  18. What’s the big difference between those programs? A Successful A Successful Scrapbooking MARKETING PROGRAM MOVEMENT (will need continuous attention) (Going by itself) Beeline Labs
  19. Many communities have scalability issues Bank of America <20,000 members , BoA has more than 10M small business users Scaling business by 0.5% = 500,000 new accounts New SB account is worth $100 to BoA through referral fees 500K accounts = $50M This does not scale! Beeline Labs
  20. How many communities can you belong to? Dozens of Small Business Communities Beeline Labs
  21. Thinking out of the box Beeline Labs
  22. How do you get started? S A M Simple Aggressive Measured Beeline Labs
  23. How do you really get started? S A M Strategize Activate Manage -to- scale Beeline Labs
  24. Design a community 1. Software company: aerospace engineers 2. Regional theater: ticket buyers, donors 3. Toy company: consumers What’s appeal? Value? What goes on? What keeps people coming back? What’s the name? Beeline Labs
  25. Burning down the obstacles
  26. Where should we start? Strategy: Opportunity Roadmap External research/trends. Strategic intent & alignment. Ideation & hypothesis. Activation Purpose validation/research. People. Activities/content. Technology platform/tools. Policies. Measures. Launch plan. Managing to scale Facilitation. Education/training. Sense & respond. Measure and fund success. Beeline Labs
  27. Obstacle #1: What’s the business value? More McKinsey, less McCann y, • Show the data & trends, examples • Be frank about readiness, risks • Frame the value to business function goals, aspirations l i ti Beeline Labs
  28. Where can you inject social media principles into existing business functions? Public Sales Customer relations service i Talent recruitment Activate change: Market Empower processes Research Employee communications Product Training innovation Beeline Labs
  29. Value: What’s the right monthly “report”? Brevity! “So what” 1. 1 What we ve learned relevant to business: we’ve Stories, anecdotes, ideas 2. Movement, adoption: #s 3. Stats used to measure function • Customer satisfaction: Net Promoter change • Sales: Increase # transactions, revenue , • Insights: new ideas • Customer service: reduced call center calls • Lead gen: downloads • PR: sentiment changeg • Employee Comm: informed/access/being heard Beeline Labs
  30. Obstacle #2: Appealing to all of our customers, prospects “The most potent tribes are built in the interstices, in the margins, on the fringes.” Rob Kozinets, “E-Tribalized Marketing?” The Strategic Implications of Virtual Communities of Consumption” Beeline Labs
  31. Questions to get at likely appeal • How much do people care about this topic/issue? Why? • On a scale of 1-10 how passionate are people about getting and giving help? •Why would people prefer to connecting with people like them vs. “official channels”? • Are there ”fringe” topics, groups that are underserved? • What business value is there be for us to be associated with this issue? Beeline Labs
  32. Obstacle #3: Fear of failure, “newness” Do right research Fail fast and cheap(er) cheap(er). Simple technology Sense & respond Stop a dud fast Beeline Labs
  33. Obstacle #4: Whose job is it anyhow? Part of the function, not separate silo , p Community manager skills Functional expertise Communications Networking Content Analytical Strategy gy Empathy Beeline Labs
  34. Obstacle #5: What if we build it and no one comes? Beeline Labs
  35. “The number of people who are willing to start something is Advocates smaller, smaller much smaller, than smaller Co te t Content the number of people who are UGC willing to contribute once Facilitation someone else starts l Choices something.” Here Comes Everybody, Clay Shirky Beeline Labs
  36. Obstacle #6: What’s the right technology platform? Beeline Labs
  37. Questions to think about • What experience are you trying to create? What functionality do y absolutely have to y you y have to make it work? • Are there two types of profiling capabilities? • Declared/what I’m telling you about my self • Dynamic profiling, recommendations based on behavior • Don’t’ buy it. • Widgets or “platform.” g p • Put product develop “guy” on team -- not just marketing professionals. Beeline Labs
  38. Wrapping up morning What we’ve learned… Social movement & tribal behavior vs. “channel” or program Part of business strategy, function g Content, activity matters more than technology Research well, then go fast and simple Your 3 takeaways Beeline Labs

×