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
The CommunityRoundtable Story The Community Roundtable www.community-
In 2007 Social Software Adoption Was Growing Quickly
Media Was Changing RapidlyThe one with the microhone no longercontrolled the conversation
Business Had Been a Controlled Environment Organized, Ordered, Predictable
But People Started Talking About & To Brands Whether Companies Wanted Them To Or Not
It Was ChaoticAnd Confusinghttp://www.flickr.com/photos/dey/2918626312/
Social networks:• Hold up mirrors• Equalize access• Crumble barriers= Makes many peoplevery uncomfortable http://www.flickr.com/photos/dey/2918626312/
And Organizations Were Still Hardwired for This (And Many Still Are)
A Handful Started to Understand the Change and the Future
And TheCR Network Was Born (2009)1. Peer Learning 2. Capture & document tacit knowledge
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
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