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The Power and Peril of Online Communities

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Online communities are being used by many types or organizations to support a variety of business processes. There is a lot of power in communities if done right - but it is not without peril. This …

Online communities are being used by many types or organizations to support a variety of business processes. There is a lot of power in communities if done right - but it is not without peril. This presentation goes through the different phases of community maturity and identifies the power and peril of each phase.

Published in: Business, Technology

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  • Actually I just signed in and this is where I landed. I myself am community facilitator. Once I have navigated my way around I will leave a comment.
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  • If you would like to see my presentation of this in video format, see: http://www.permissiontv.com/deepLink.php?programID=1180704
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  • Having people discuss your strengths and weakness is the new daily reality of business. Your company is becoming more exposed. Today we will talk about what that means – and how you can not only deal with that environment but thrive in it and embrace the barrel.
  • Ciena/EDR
  • EMC,SolarWinds
  • SAP
  • Transcript

    • 1. The Power & Peril of Online Communities
      Rachel Happe
      Principal & Founder
      The Community Roundtable
      #SMB15 - @TheCR - @rhappe
    • 2. Community is NOT
      #SMB15 - @TheCR - @rhappe
    • 3. #SMB15 - @TheCR - @rhappe
    • 4. Community IS
      #SMB15 - @TheCR - @rhappe
    • 5. #SMB15 - @TheCR - @rhappe
    • 6. Measurable But Not Direct
      Return
      Investment
      #SMB15 - @TheCR - @rhappe
    • 7. The Community Discipline Matures
      Phase 2 – Emergent Community
      Phase 3 –Community
      Phase 2 –Networked
      Phase 1 – Strong Hierarchy
      Impact
      Time
      #SMB15 - @TheCR - @rhappe
    • 8. Community Maturity Model TM
    • 9. Phase 1 – Strong Hierarchy
      Power
      Frustration with siloed information & decision making bottlenecks
      Focus on streamlining customer experience
      Motivation to change, both by individuals and management
      Peril
      Cultural issues that inhibit change or experimentation
      Lack of understanding of what is realistic
      Likelihood that some experimentation will falter or fail
      FOCUS: Strategy & Culture
      #SMB15 - @TheCR - @rhappe
    • 10. Phase 2 – Emergent Community
      Power
      Early participants are excited by initial successes
      Some individuals can ‘see’ the future state and become evangelists
      More people are aware of the new model and tools
      Peril
      Impatience to see hard evidence and ROI at scale
      Inconsistent or unarticulated expectations of initiatives and resources assigned to them
      Policies are not clear, participants are confused
      FOCUS: Policies, Tools & Content
      #SMB15 - @TheCR - @rhappe
    • 11. Phase 3 – Community
      Power
      Pay offs realized for the business process the community supports
      Company has a network of advocates that help with marketing, support, and communications
      Employees, functional leaders, & customer understand the role of the community
      Peril
      Community management de-prioritized because community is ‘successful’
      Community is still separate from core operations & measurement
      Management understanding concentrated with too few individuals
      FOCUS: Community Management & Measurement
      #SMB15 - @TheCR - @rhappe
    • 12. Phase 4 – Networked
      Power
      Networked business structure enables organization to be the ‘market maker’ for their industry
      Partners get a high percentage of their revenue through community activities
      Company has early warning indicators for all market activity
      Peril
      Requires strategic, long-range vision of top executives
      Organization can be controlled by its community without strong community management
      Tone of engagement becomes critical as it has more perceived power
      FOCUS: Leadership
      #SMB15 - @TheCR - @rhappe
    • 13. Community Maturity Model TM
      www.community-roundtable.comThank You!