community to network
fragmented to integrated
intuition to measurement
listening to responding
practice to discipline
From Community to Network
Customer communities are reaching out to social
networks and incorporating some of their
Lose visibility, lose influence, lose members.
Broaden your reach, fuel your growth, keep up
with the competition.
Web 2.0 At Home
Most common errors of the Web 2.0
Landing page dominated by “what’s new”
91% of users don’t care what’s new
The “ghost-town” effect.
“Halloween is over.”
Highlighting “friending” over “finding”
“I’m not a teenager and this isn’t MySpace. I just
want an answer to my question.”
Most community users still value speed and
ease above all other attributes.
From Fragmented to Integrated
Customer communities are integrating their
disperse elements (blogs, forums, etc.) and
integrating with other enterprise systems.
Lose control over member experience.
Improve overall customer experience.
Integration Is the Thing This Year
Create Integrate Extend
2008 2009 2010
Creation of stand- Integration of Extension of
alone community community elements community across the
elements on the and business systems. social web.
Web Analytics + Community Analytics
Integrating web and community analytics helps you to
identify the community content and users that drive
Shown: Omniture-Lithium Integration
From Intuition to Measurement
Customer communities are now run on data
rather than a sense that this is “a good thing to
Let data make decisions rather than letting people
Ensure community is sustainable in the future.
Three Kinds of Measurement
Health Return Insight
A measure of success A measure of success A measure of what
for customers/users. for the business. customers are thinking.
From Listening to Responding
Today’s focus on listening will soon give way to a
need to change the way companies do business.
Set unrealistic with customers that create
Use customer wisdom to prevent problems and
A Transformation Affecting Every Business
Interact Listen Respond
1995-2005 2005-2015 2015-2025
Enabling interaction Listening to customers Dynamically creating
so that customers and addressing their products and processes
can help each other. needs one by one. in partnership with
From Practice to Discipline
Community management is changing from an ad
hoc practice to a defined discipline.
More competition and pressure on community
More knowledge and more tools available to make
your community successful.