Eight Competencies to Socializing Your Organization


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This presentations reviews the 8 competencies required of companies to be 'social organizations' and what to do about each.

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  • In the past you had the mic – you got to control the conversation – and there were a limited number of channels you needed to reach to get your message out. Influencers were easy to identify because they controlled other microphones.
  • Today, the people who once stood behind the microphone are now just one more member of the conversation – on more equal footing with everyone else. Now you – and the previous influencers – are just a few voices out of millions.
  • India was instructive to me because I started to understand how this seemingly chaotic state was organized. There, not only are there a lot of people but traffic includes people, animals, bullock carts, scooters, autorickshaws, cars, trucks, etc. – all pouring through the streets with seemingly no rules. It is a highly complex system. Somehow, they self-organize. What I learned for that: One person has no hope of trying to ‘manage’ it so you need everyone to do a little bit – you need everyone to see and fill vacuums and gaps Understanding cultural queues (three quick honks) will help you avoid accidents Cows are sacred and unpredictable – accept that and go around There is no safety net – insurance is unheard of – if you screw up, it is going to hurt. Accept that, deal with it, and move on. Suspend disbelief
  • Above all – PR & Communications needs to be in lock step with customer’s experiences with your product or service – and set expectations lower so that customers are delighted.
  • Give them a reason to come and socialize
  • Have regularly scheduled events – cadence is important
  • Be Multi-modal: Text, images, video; Asynchronous, Synchronous
  • Make it valuable (contextual/relevant)
  • What are the risks?
  • What is our responsibility to protect? And whom?
  • Tools – used correctly – give us leverage that we don’t have on our own.
  • Measurement is done for many reasons: To compare To win To understand To fit correctly To repeat
  • Account, reconcile, and balance our intentions with reality
  • Eight Competencies to Socializing Your Organization

    1. 1. Driving Success - 8 Competencies to Socializing Your Organization Rachel Happe
    2. 2. Who I am Rachel Happe The Community Roundtable @rhappe and @TheCR Background: PRTM, IDe, Bitpass, IDC, Mzinga Skills:Analysis, Management, Operational Strategy, Facilitation, Communication, Community Strategy, Coaching Domain Expertise: Internet trends, Social Media, Communities, Market Analysis, New Product Development Interests: People, Cooking, Sailing, Hiking, Maine
    3. 3. http://www.flickr.com/photos/dey/2918626312/
    4. 4. The Market is Changing… How Will Organizations Change?
    5. 5. Community Maturity Model TM
    6. 6. 1. STRATEGY
    7. 7. You Need An Engaged Network Having a passive constituent base is no longer enough Investors Customers Employees Partners http://www.flickr.com/photos/luc/1804295568/
    8. 8. Alignment Customer Brand Perspective Messaging http://www.flickr.com/photos/73937087@N00/422507353/
    9. 9. Expectations – Reality = Satisfaction
    10. 10. What To Do • Acknowledge and articulate who you are as a organization – The Good, The Bad, & The Ugly • Align how you talk about your company and products with what customers think about you • Think of customers as marketing partners • Determine how socially-enabled your constituents are • Identify the drivers that will help you build a network
    11. 11. 2. LEADERSHIP
    12. 12. Be Transparent http://www.flickr.com/photos/22971881@N02/3104553057/in/set-72157611215947198/
    13. 13. Be Authentic Photo by T.McEnroe
    14. 14. Be Modest
    15. 15. Distributed Lead from the Back http://www.flickr.com/photos/mclxi/388392114/
    16. 16. What You Need To Do • Practice conversational and facilitated communications internally • Take small steps toward transparency • Experience self-organizing environments – developer communities, India, Wikipedia, user groups • War game radically different communications cultures – using games like BafaBafa
    17. 17. 3. CULTURE
    18. 18. Tone http://www.flickr.com/photos/jspad/142160659/
    19. 19. Informed Communication Mode http://www.flickr.com/photos/kiwanja/3169447879/
    20. 20. Powerful Feeling of Power/Control http://www.flickr.com/photos/gargi/2483623130/
    21. 21. What You Need To Do • Listen/Ask/Measure how communications and decisions are made • Translate between groups • Be as responsive to various constituents in their own modality • Encourage and reward change • Set expectations clearly
    23. 23. Who Are Your Cheeseheads?
    24. 24. Bring Catnip http://www.flickr.com/photos/sheila_steele/161726592/
    25. 25. Ride The Waves http://www.flickr.com/photos/tk_five_0/2279894817/
    26. 26. Don’t Ignore http://www.flickr.com/photos/jfchenier/2409726404/
    27. 27. What You Need To Do • Build a mission that attracts passionate fans • Offer rewards and recognition to encourage ‘good’ behaviors • Ride the wave of community interest rather than trying to start waves • Don’t ignore problems – address immediately even if you don’t have the answer
    28. 28. 5. CONTENT & PROGRAMMING
    29. 29. Be Notable http://www.flickr.com/photos/pandemia/1286794844/
    30. 30. Schedule Keep A Regular Schedule http://www.flickr.com/photos/vidiot/61484953/
    31. 31. Text Be Multi-Modal http://www.flickr.com/photos/cecilanne_r-s/3541646602/
    32. 32. Image Be Valuable http://www.flickr.com/photos/mfakheri/2815755503/
    33. 33. What You Need To Do • Attract attention • Create a schedule of events that have a cadence • Develop content in different modalities – text, images, video; synchronous & asynchronous • Focus on value – build content that will be contextual and relevant to your audience
    34. 34. 6. POLICY & GOVERNANCE
    35. 35. Have Rules http://www.flickr.com/photos/strandloper/1385105547/
    36. 36. Take Calculated Risks http://www.flickr.com/photos/cibergaita/62123585/
    37. 37. Protect Your Base http://www.flickr.com/photos/lrargerich/3107809174/sizes/l/
    38. 38. What You Need To Do • Define expected culture through rules. Be Firm • Articulate and plan for the risks but remember too, risks make things fun & worthwhile • Define the constituent groups for whom you are responsible and how – both legally and ethically – and what will harm them
    39. 39. 7. TOOLS
    40. 40. Find Good Tools http://www.flickr.com/photos/docman/36125185/
    41. 41. What You Need To Do • Understand where tools can help - not everything requires or has a tool that can help • Evaluate which investments have higher payoff – those that streamline repetitive or expensive tasks • Understand tool externalities – tools don’t work in a vacuum. How do they work with existing processes and people?
    42. 42. 8. METRICS & MEASUREMENT
    43. 43. Measure http://www.flickr.com/photos/aussiegall/286709039/
    44. 44. Account & Reconcile http://www.flickr.com/photos/captkodak/272746539/
    45. 45. What You Need To Do • Know where you want to go- measurement is not all that useful if you don’t know what success looks like • Understand data influencers – if you don’t know how to change a measurement or its cost, it is also not all that useful • Keep it simple – the easier it is for everyone to understand, the better. Three clear metrics are better than 20. • Develop accounting standards – what are your priorities and values and how well does your budget reflect them? • Don’t forget your common sense. Measurement is one guide post to good decision making, not the sole factor. Resource: http://www.thesocialorganization.com/social-media-metrics.html
    46. 46. Community Maturity Model TM
    47. 47. Thank You @rhappe& @TheCR rachel@community-roundtable.com www.community-roundtable.com