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Community - A Strategic Imperative


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Presentation from 2011 Enterprise 2.0 Conference #e2conf

Presentation from 2011 Enterprise 2.0 Conference #e2conf

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  • This is what I was doing instead of finishing this presentation. It’s instructive to have a toddler while working in a market that is dealing with similar challenges. Lots and lots of tools & shiny objects to explore, a little lacking in coordination skills, a lot of messes, but starting to figure things out. However, like a toddler we have do not always understand the implications of our choices and we have not mastered impulse control.
  • Social Software Alone is A High Risk Strategy and Prone to Crash. Social tools are increasing the speed of information but as it becomes adopted by everyone, it becomes a race – better listening, faster response, more value expected of you. You can participate in that race – or you can play a different game. Expecting people to keep going faster and faster will push them over their edge – technology is increasing exponentially but humans are not. You can build relationships that give your people the time and space to deliver exceptional products, services, and experiences. Your people need that time for the increasingly complex & creative work being required of humans. Community management is the only way to scale those relationships, and it is the new strategic imperative.
  • As a social approach gets more widely adopted, it’s advantage dissipates. We’ve moved from ‘going social’ for competitive differentiation to ‘going social’ so we don’t get left behind. 60% of the Fortune 500 had an active Twitter account in 2010, up from 35% in 2009 56% of the Fortune 500 had active FB Pages in 2010 - “The Fortune 500 and Social Media: A Longitudinal Study of Blogging, Twitter and Facebook Usage by America’s Largest Companies” by Nora Ganim Barnes, Ph.D.  Of Umass Dartmouth
  • This information revolution is all quite interesting but… where does it go? This phase of the social media revolution is far from over and yet, it will not ensure competitive advantage because soon, all companies will have access to the same information and tools.
  • It becomes harder and harder to keep up. So you must go faster and faster.
  • Technology can keep up….
  • Technology power continues to increase exponentially but human power does not. People are now the limiting factor on organizations ability to execute. Texting and emailing can knock a whole ten points from your IQ. This is similar to the head-fog caused by losing a night’s sleep. Professor Miller (MIT) An American study reported in the Journal Of Experimental Psychology found that it took students far longer to solve complicated math problems when they had to switch to other tasks - in fact, they were up to 40 per cent slower. Read more:
  • The commoditization of technology, information, and market access has made it harder and harder to differentiate via products/service/process. Things that are now scarce because of the current environment (faster, bigger, cheaper) are relevance, meaning, connection, & empathy. Those organizations that can accomplish that will differentiate and drive advocacy.
  • Relationship building before the Internet was expensive and slow. Communities in the real world helped to scale relationships and solve collective issues that individuals could not. Communities sprung up online in the early days of the web but they were predominantly recreational – IRC & AOL chat rooms, gaming communities, The Well, etc. and relatively niche although bulletin boards sprung up in the technology support sector where a large percentage of their audience was tech savvy. Social media also sprung up around recreational activities – Friendster,, MySpace, LiveJournal, Blogger. Tipping point came with adoption of Twitter, Facebook and the stress for individuals created by information overload – they needed social filters. Organizations of all sizes followed the people. The biggest issue is that Social Media and network-based engagement will only take you so far. One million people may have friended your Facebook page but one million people will never do much together. Organizations did not think strategically about what kind of relationships they needed and with whom (employees, customers, partners, suppliers) – partially why the current big meme in the market is around ‘influencers’. Most are in the process of stepping back and figuring out what is best for them both strategically and operationally right not.
  • We have limited cognitive ability to connect & form relationships. Dunbar’s Number – 150 core connections. Laura Beck, 100 True Fan. Deep relationships are highly influential – A person is 57% more likely to have a behavior (obesity) if a friend has it. They are 20% more likely to have a behavior if a friend of a friend exhibits it. - Nicholas Christakis and James Fowler Collective Intelligence improves with more empathetic members – Tom Malone at the MIT Center for Collective Intelligence found that group satisfaction, group cohesion, group motivation, or individual intelligence of group members made any difference to collective intelligence but…. Having more women (people with social sensitivity) in the group was as long as the groups were not entirely homogenous. Prof. Malone thinks it’s completely possible to markedly change a group’s intelligence
  • Survey findings Market analysis Best practices Resources
  • Transcript

    • 1. Online Communities – A Strategic Imperative Enterprise 2.0 Conference June 2011 @rhappe #e2conf
    • 2. CommunityA group of people with unique shared values, behaviors, and artifacts ! @rhappe #e2conf
    • 3. Social Business & Community Strategy: To make organizations more humane, adaptive, and resilient in order to increase revenue through relevance and reduce costs through crowdsourcing. Tactics Process: ‘Socializing’ a process means that it becomes interactive and iterative, with many constituent groups contributing throughout the process, and more dependent on collective actions to succeed.Management: Community management is the discipline of ensuring that communities are productive. Technology: Social Media, SCRM, Enterprise 2.0/enterprise social platforms, co- innovation tools or any of a host of emerging social technologies that create a networked communications environment.
    • 4. Kate? @rhappe #e2conf
    • 5. .We Are On a Collision Course
    • 6. 1. Social Media Is Mainstream 1. SOCIAL MEDIA IS MAINSTREAM
    • 7. 50%+ Adoption in Core Use Cases @rhappe #e2conf The State of Community Management, 2011
    • 8. Social Software Creates Opportunities for Information Arbitrage Trusted  networks  Increase  the  Speed  of  Informa5on   ‘Perfect’  informa5on  =  Be<er   Nego5a5ng  Advantages   Companies  are  increasing  the   speed  &  produc5vity  of  opera5ons   @rhappe #e2conf
    • 9. But Adoption Creates Congestion
    • 10. Technology Will Keep Getting Faster… @rhappe #e2conf
    • 11. …But People Will Not @rhappe #e2conf
    • 12. 2. People Are The Weakest Link
    • 13. Faster Has Decreasing Rates of Return For People"i.e. People can only go so fast before quality suffers @rhappe #e2conf
    • 14. Good Relationships Endure
    • 15. Relationships & Culture Are The Only Sustainable Competitive Advantage Commoditized: Reduced Advantages via:•  Technology •  Products•  Information •  Service•  Market access •  Process Opportunities: •  Relevance •  Meaning •  Connection •  Empathy @rhappe #e2conf
    • 16. Money + Interesting Work> Money Flexibility Sustainability Relevance Empathy Listening Caring @rhappe #e2conf Credit: Jessica Jackley, Poverty, Money and Love.
    • 17. 3. Communities Provides Human Scale& Humane Scalability 3: COMMUNITY BECOMES THE NEW IMPERATIVE
    • 18. Relationships Take Time & Resources Friendship   Development   In5macy  Encounter   Recogni5on   Awareness   Awareness   Understanding  of   Contextual  Trust   Forgiveness   Resonance     compa5bility   Contextual  Loyalty   Advocacy  &   Piqued  interest   Contextual   Defense   Acknowledgement   Advocacy     Universal  Trust   of  rela5onship   Universal  Loyalty   Social  Media  (Content-­‐Based)  Engagement   Cheap & Fast Community  (Rela5onship-­‐Based)  Engagement   Cost Effective & Faster (trust-based) Direct  Engagement   Expensive & Slow @rhappe #e2conf
    • 19. All Communities Are Not Created Equal •  Dunbar’s Number, engagement, & the 90-9-1 rule•  Deep relationships are highly influential•  Hard to improve an individual’s intelligence but possible to change a group’s intelligence•  Culture creates context and belonging – and competitive lock out @rhappe #e2conf
    • 20. 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 &Management None Informal 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’ functionalityTools used by individuals service tools enterprise tools is integratedMetrics & Activities & Behaviors &Measurement Anecdotal Basic Activities Content Outcomes
    • 21. The 2011 State of Community Management 1.  Social Business Becomes A Strategic Imperative2.  Interest in Community Management Has Increased3.  The Community Management Discipline is Evolving4.  A Lot of Confusion Remains Download the report at: @rhappe #e2conf
    • 22. TakeAways 1.  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 @rhappe #e2conf
    • 23. Thank You! •  Rachel Happe•  Principal, The Community Roundtable••  @rhappe