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 Curre...
Source: http://www.time.com/time/interactive/0,31813,2048601,00.htmlThe Pace of Technology Keeps GettingFaster…
775,000 Apps
1.2 Zettabytes of Data
And Human Performance Is NotImprovingSource: http://pandasthumb.org/archives/2006/09/fun-with-homini-1.html
http://www.flickr.com/photos/zachdurland/445877994/Cognitive Shock
OrganizationsHave toChange!
We’ve Done A Lot of OrganizationalOptimizing
http://www.flickr.com/photos/smaku/1400436298/But It Has Focused on Infrastructure
People have been treated as liabilities to bemanaged vs. assets to be invested in
http://www.flickr.com/photos/kyra__m/4681259456/People Are Now The Weakest Link
“It takes all the runningyou can do, to keep inthe same place. If youwant to getsomewhere else, youmust run at leasttwice ...
We Need to Play A Different Game, OneFocused on Enduring Relationships
Relationships DifferentiateCost Savings •  Loyalty•  Forgiveness•  Time•  Peer support•  Issue reportingRevenue•  Preferen...
Relationships & Culture Are ASustainable Competitive AdvantageCommoditized:•  Technology•  Information•  Market accessRedu...
Relationships Require Time, Resources andCeding of ControlEncounter	  Awareness	  Recogni1on	  Awareness	  Resonance	  	  ...
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 m...
Communities generate the bestvalue that money can’t buy
5 Truths ofCommunity!
1. Measurable But Not ImmediateInvestmentReturn
2. Communities Mature & ChangeTimeImpactPhase 1 –Strong HierarchyPhase 2 –EmergentCommunityPhase 3 –CommunityPhase 4 –Netw...
3. Community Success Depends onThree ElementsPurpose	  Business	  Needs	  Member	  Needs	  
4. Investment Required Depends onMember ProfileMember Characteristics•  Need to learn•  Availability/Schedule•  Degree of i...
5. Communities Have to Fit IntoWorkflows and BehaviorsInformation &Data InputsConsolidation Analysis Report StakeholderRevi...
Community Maturity Model TMStrategyLeadershipCultureCommunityManagementContent &ProgrammingPolicies &GovernanceToolsMetric...
TakeAways1.  You will not win just by going faster-  People cannot keep up-  Quality will suffer2.  Relationships and cult...
""Download reports for free at: "www.community-roundtable.com/""Thank you!"Questions?Rachel HappeThe Community Roundtabler...
Community conference 2013 - The Business of Community, Rachel Happe
Community conference 2013 - The Business of Community, Rachel Happe
Community conference 2013 - The Business of Community, Rachel Happe
Community conference 2013 - The Business of Community, Rachel Happe
Community conference 2013 - The Business of Community, Rachel Happe
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Community conference 2013 - The Business of Community, Rachel Happe

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Community conference 2013 - The Business of Community, Rachel Happe

  1. 1. The Business ofCommunityRachel Happe!Principal & Co-FounderThe Community Roundtable
  2. 2. 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
  3. 3. Source: http://www.time.com/time/interactive/0,31813,2048601,00.htmlThe Pace of Technology Keeps GettingFaster…
  4. 4. 775,000 Apps
  5. 5. 1.2 Zettabytes of Data
  6. 6. And Human Performance Is NotImprovingSource: http://pandasthumb.org/archives/2006/09/fun-with-homini-1.html
  7. 7. http://www.flickr.com/photos/zachdurland/445877994/Cognitive Shock
  8. 8. OrganizationsHave toChange!
  9. 9. We’ve Done A Lot of OrganizationalOptimizing
  10. 10. http://www.flickr.com/photos/smaku/1400436298/But It Has Focused on Infrastructure
  11. 11. People have been treated as liabilities to bemanaged vs. assets to be invested in
  12. 12. http://www.flickr.com/photos/kyra__m/4681259456/People Are Now The Weakest Link
  13. 13. “It takes all the runningyou can do, to keep inthe same place. If youwant to getsomewhere else, youmust run at leasttwice as fast as that!”- Red Queen
  14. 14. We Need to Play A Different Game, OneFocused on Enduring Relationships
  15. 15. Relationships DifferentiateCost Savings •  Loyalty•  Forgiveness•  Time•  Peer support•  Issue reportingRevenue•  Preference•  Patience•  Advocacy •  Competitive lockout •  Authentic insightsThese qualities require a different level of relationshipthat traditional transactional relationships
  16. 16. Relationships & Culture Are ASustainable Competitive AdvantageCommoditized:•  Technology•  Information•  Market accessReduced Advantages via:•  Products•  Service•  ProcessOpportunities:•  Relevance •  Meaning•  Shared Value•  Empathy
  17. 17. 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  
  18. 18. CommunityA group of people with unique shared values,behaviors, and artifacts !
  19. 19. 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
  20. 20. Communities generate the bestvalue that money can’t buy
  21. 21. 5 Truths ofCommunity!
  22. 22. 1. Measurable But Not ImmediateInvestmentReturn
  23. 23. 2. Communities Mature & ChangeTimeImpactPhase 1 –Strong HierarchyPhase 2 –EmergentCommunityPhase 3 –CommunityPhase 4 –NetworkedBehavior  Change  Pull  Growth  Transform  
  24. 24. 3. Community Success Depends onThree ElementsPurpose  Business  Needs  Member  Needs  
  25. 25. 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
  26. 26. 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  
  27. 27. 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
  28. 28. 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
  29. 29. ""Download reports for free at: "www.community-roundtable.com/""Thank you!"Questions?Rachel HappeThe Community Roundtablerachel@community-roundtable.com@rhappe
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