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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.

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

Published in: Technology, Business
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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
  • Transcript

    • 1. Driving Success - 8 Competencies to Socializing Your Organization Rachel Happe
    • 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.
    • 4. The Market is Changing… How Will Organizations Change?
    • 5. Community Maturity Model TM
    • 6. 1. STRATEGY
    • 7. You Need An Engaged Network Having a passive constituent base is no longer enough Investors Customers Employees Partners
    • 8. Alignment Customer Brand Perspective Messaging
    • 9. Expectations – Reality = Satisfaction
    • 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. 2. LEADERSHIP
    • 12. Be Transparent
    • 13. Be Authentic Photo by T.McEnroe
    • 14. Be Modest
    • 15. Distributed Lead from the Back
    • 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. 3. CULTURE
    • 18. Tone
    • 19. Informed Communication Mode
    • 20. Powerful Feeling of Power/Control
    • 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. Who Are Your Cheeseheads?
    • 24. Bring Catnip
    • 25. Ride The Waves
    • 26. Don’t Ignore
    • 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
    • 29. Be Notable
    • 30. Schedule Keep A Regular Schedule
    • 31. Text Be Multi-Modal
    • 32. Image Be Valuable
    • 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. 6. POLICY & GOVERNANCE
    • 35. Have Rules
    • 36. Take Calculated Risks
    • 37. Protect Your Base
    • 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. 7. TOOLS
    • 40. Find Good Tools
    • 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?
    • 43. Measure
    • 44. Account & Reconcile
    • 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:
    • 46. Community Maturity Model TM
    • 47. Thank You @rhappe& @TheCR