TheCR: Our Story

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How and why The Community Roundtable began and how we help clients today

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  • In the past you knew who had the mic – and who 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 the microphones.
  • In the past, business people have been trained to organize, to order, to ensure predictable outcomes. We like controlled environments.
  • 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 - Lots of different constituent groups, all who behave a little differently Cows are sacred and unpredictable – accept that and go around Suspend disbelief
  • Social media which is anything but orderly, gives most businesspeople a headache – and it is still a small enough part of the market that you can avoid it if you want to but that will change – and quickly.
  • Hold up mirrors: Expose our behavior vs. the belief of our behavior… in this culture a big difference Equalize access: Market access is commoditizing – we still have channels for which scale helps but you no longer need to use channels to scale (Giff Gaff) Crumble barriers: Hierarchical position alone does not translate directly into online influence. No resting on laurels – what have you done lately? Changes how we conceive of ourselves (our behavior is transparent, hard to deny and visible to a network which exerts social pressure) and it changes the tools of influence and power.
  • This is why social media changes everything. By democratizing publishing and communications, markets have become complex adaptive systems and constantly changing and evolving. Organizations are designed to optimize outputs in a highly predictable way. They worked well until the environment around them changed and it is unclear as to whether they can co-evolve because of their stability/rigidity
  • TheCR: Our Story

    1. 1. The CommunityRoundtable Story The Community Roundtable www.community-
    2. 2. In 2007 Social Software Adoption Was Growing Quickly
    3. 3. Media Was Changing RapidlyThe one with the microhone no longercontrolled the conversation
    4. 4. Business Had Been a Controlled Environment Organized, Ordered, Predictable
    5. 5. But People Started Talking About & To Brands Whether Companies Wanted Them To Or Not
    6. 6. It Was ChaoticAnd Confusinghttp://www.flickr.com/photos/dey/2918626312/
    7. 7. Social Is Not Orderly
    8. 8. Social networks:• Hold up mirrors• Equalize access• Crumble barriers= Makes many peoplevery uncomfortable http://www.flickr.com/photos/dey/2918626312/
    9. 9. And Organizations Were Still Hardwired for This (And Many Still Are)
    10. 10. A Handful Started to Understand the Change and the Future
    11. 11. And TheCR Network Was Born (2009)1. Peer Learning 2. Capture & document tacit knowledge
    12. 12. We Developed A Framework For Members To Work Within: The Community Maturity Model Stage 1 Stage 2 Stage 3 Stage 4 Hierarchy Emergent Community Networked Community Familiarize & Strategy Listen Participate Build Integrate Command & Leadership Control Consensus Collaborative Distributed Culture Reactive Contributive Emergent Activist Community Defined roles & Integrated roles None Informal Management processes & processes Content & Formal & Some user Community Integrated formal Programming Structured generated created content & user generated content Policies & No Guidelines for Restrictive social Flexible social Inclusive Governance UGC media policies media policies Consumer tools Consumer & self- Mix of consumer ‘Social’ functionality Tools used by service tools & enterprise tools is integrated individuals Metrics & Activities & Behaviors & Anecdotal Basic Activities Measurement Content Outcomes
    13. 13. What TheCR Network Members Say
    14. 14. And Over the Years Our Services and Membership Has GrownMission: Advance the Business of Community Services1.Champion: Advocate for the needs of community business • TheCR Network owners and teams • TheCR Focus2.Educate: Provide training solutions to community & social • TheCR Advisory business leaders • TheCR Research3.Curate: Aggregate, document, and share community management best practices • Community Management TrainingMember Organizations & Clients Leadership Team Rachel Happe Principal and Co-Founder @rhappe Jim Storer Principal and Co-Founder @jimstorer
    15. 15. What TheCR Network Members Say
    16. 16. Contact Us Twitter @TheCRwww.community-roundtable.com Jim Storerjim@community-roundtable.com @jimstorer Rachel Happerachel@community-roundtable.com @rhappe

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