Driving Success - 8 Competencies
to Socializing Your Organization

                     Rachel Happe
Who I am

           Rachel Happe

           The Community Roundtable
           @rhappe and @TheCR


           Backgrou...
http://www.flickr.com/photos/dey/2918626312/
The Market is Changing… How Will
     Organizations Change?
Community Maturity Model TM
1. STRATEGY
You Need An Engaged Network
Having a passive constituent base
is no longer enough




                                 Inv...
Alignment

         Customer             Brand
        Perspective          Messaging




                      http://www...
Expectations – Reality = Satisfaction
What To Do
• Acknowledge and articulate who you are as
  a organization
  – The Good, The Bad, & The Ugly

• Align how you...
2. LEADERSHIP
Be Transparent
                 http://www.flickr.com/photos/22971881@N02/3104553057/in/set-72157611215947198/
Be Authentic
               Photo by T.McEnroe
Be Modest
Distributed




Lead from the Back
                     http://www.flickr.com/photos/mclxi/388392114/
What You Need To Do

• Practice conversational and facilitated
  communications internally
• Take small steps toward trans...
3. CULTURE
Tone
       http://www.flickr.com/photos/jspad/142160659/
Informed




Communication Mode
                http://www.flickr.com/photos/kiwanja/3169447879/
Powerful




Feeling of Power/Control
                    http://www.flickr.com/photos/gargi/2483623130/
What You Need To Do

• Listen/Ask/Measure how
  communications and decisions are made
• Translate between groups
• Be as r...
4. COMMUNITY MANAGEMENT
Who Are Your Cheeseheads?
Bring Catnip
               http://www.flickr.com/photos/sheila_steele/161726592/
Ride The Waves
                 http://www.flickr.com/photos/tk_five_0/2279894817/
Don’t Ignore
               http://www.flickr.com/photos/jfchenier/2409726404/
What You Need To Do

• Build a mission that attracts passionate fans
• Offer rewards and recognition to encourage
  ‘good’...
5. CONTENT &
PROGRAMMING
Be Notable
             http://www.flickr.com/photos/pandemia/1286794844/
Schedule




Keep A Regular Schedule
                   http://www.flickr.com/photos/vidiot/61484953/
Text




Be Multi-Modal
                 http://www.flickr.com/photos/cecilanne_r-s/3541646602/
Image




Be Valuable
              http://www.flickr.com/photos/mfakheri/2815755503/
What You Need To Do

• Attract attention
• Create a schedule of events that have a
  cadence
• Develop content in differen...
6. POLICY & GOVERNANCE
Have Rules
             http://www.flickr.com/photos/strandloper/1385105547/
Take Calculated Risks
                   http://www.flickr.com/photos/cibergaita/62123585/
Protect Your Base
                http://www.flickr.com/photos/lrargerich/3107809174/sizes/l/
What You Need To Do

• Define expected culture through rules.
  Be Firm
• Articulate and plan for the risks but
  remember...
7. TOOLS
Find Good Tools   http://www.flickr.com/photos/docman/36125185/
What You Need To Do

• Understand where tools can help - not
  everything requires or has a tool that can
  help
• Evaluat...
8. METRICS & MEASUREMENT
Measure   http://www.flickr.com/photos/aussiegall/286709039/
Account & Reconcile
                 http://www.flickr.com/photos/captkodak/272746539/
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...
Community Maturity Model TM
Thank You




@rhappe& @TheCR
rachel@community-roundtable.com
www.community-roundtable.com
Eight Competencies to Socializing Your Organization
Eight Competencies to Socializing Your Organization
Eight Competencies to Socializing Your Organization
Eight Competencies to Socializing Your Organization
Eight Competencies to Socializing Your Organization
Eight Competencies to Socializing Your Organization
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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.

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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 of "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
    22. 22. 4. COMMUNITY MANAGEMENT
    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

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