Transcript of "Community conference 2013 - The Business of Community, Rachel Happe"
The Business ofCommunityRachel Happe!Principal & Co-FounderThe Community Roundtable
A Perfect Storm of Change Is Rolling InTechnology Currents• Social media• Mobile• Big data• Pace of technologySocial Currents• Economic insecurity• Political polarization• Demographic shifts• Anxiety/Retrenchment
Source: http://www.time.com/time/interactive/0,31813,2048601,00.htmlThe Pace of Technology Keeps GettingFaster…
Relationships Require Time, Resources andCeding of ControlEncounter Awareness Recogni1on Awareness Resonance Development Understanding of compa1bility/ﬁt Piqued interest Acknowledgement of rela1onship Friendship Contextual Trust Contextual Loyalty Contextual Advocacy Partnership Forgiveness Advocacy & Defense Universal Trust Universal Loyalty Social Media (Content-‐Based) Engagement Community (Rela1onship-‐Based) Engagement Direct Engagement
CommunityA group of people with unique shared values,behaviors, and artifacts !
Why Are Communities So Powerful?1. Maximize investments– Disintermediate the organization from everyconversation while maintaining context– Speed information transfer & alignment– Build buy-in and shared ownership– Innovation2. Reduce costs– Build and reinforce relationships– Crowdsource expertise– Reduce duplication– Empower advocates– Eliminate waste
Communities generate the bestvalue that money can’t buy
3. Community Success Depends onThree ElementsPurpose Business Needs Member Needs
4. Investment Required Depends onMember ProﬁleMember Characteristics• Need to learn• Availability/Schedule• Degree of isolation• Competing sources• Technical literacy• Online social comfort• Aspirations• Cultural contextInvestment Levers• Supportive & encouragingenvironment (communitymanagement)• Easy to use tools• Valuable information• Peer involvement• Unique access – tocontent or people
5. Communities Have to Fit IntoWorkﬂows and BehaviorsInformation &Data InputsConsolidation Analysis Report StakeholderReviewGo/No GoDecisionSocial Listening Data from Network Discussion of key points in Community of Prac1ce Discussion of key points in Func1onal Community Decision Posted to Community Facilitated Discussion in Communi1es WriQen together with work group
Community Maturity Model TMStrategyLeadershipCultureCommunityManagementContent &ProgrammingPolicies &GovernanceToolsMetrics &MeasurementStage 1HierarchyStage 2EmergentCommunityStage 3CommunityStage 4NetworkedFamiliarize &ListenCommand &ControlReactiveNoneFormal &StructuredNo Guidelines forUGCConsumer toolsused by individualsAnecdotalParticipateConsensusContributiveInformalSome usergenerated contentRestrictive socialmedia policies Consumer & self-service toolsBasic ActivitiesBuildCollaborativeEmergentDeﬁned roles &processesCommunitycreated contentFlexible socialmedia policies Mix of consumer &enterprise toolsActivities &ContentIntegrateDistributedActivistIntegrated roles &processesIntegrated formal& user generatedInclusive‘Social’ functionalityis integratedBehaviors &Outcomes
TakeAways1. You will not win just by going faster- People cannot keep up- Quality will suffer2. Relationships and culture are the newcompetitive advantages3. Community building is strategic and urgent- Large ﬁrst mover advantage- People have limited key relationships- Community building takes time
""Download reports for free at: "www.community-roundtable.com/""Thank you!"Questions?Rachel HappeThe Community Roundtablerachel@community-roundtable.com@rhappe
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