Navigating the Opportunity and Challenges of Online Communities

The Opportunity and Challenges of Online CommunitiesA Social Business Discussion to Understand the Most Critical Moments in the Online Community Lifecycle Serious Online Community Software

House Keeping Tech Check Ask Questions in the Q&A Panel We ARE Recording! Twitter @SociousSoftware @TheCR

Speakers Rachel Happe Victor Bohnert The Community Roundtable SmithBucklin CorporationBackground: PRTM, IDe, Bitpass, IDC, Background: VMware User Group,Mzinga International Avaya Users GroupSkills: Facilitation, Communication, Analysis, Skills: Strategic Planning, Communication,Management, Coaching, Content Creation Association Management, Board DevelopmentDomain Expertise: Internet Trends, Social Domain Expertise: Technology, User Groups,Media, Communities, New Product Organizational Turnaround, New CommunityDevelopment Creation

CommunityA group of people with unique shared values, behaviors, and artifacts @SociousSoftware | @TheCR

Community is NOT @SociousSoftware | @TheCR

@SociousSoftware | @TheCR

Community IS @SociousSoftware | @TheCR

@SociousSoftware | @TheCR

Measurable But Not ImmediateReturn Investment @SociousSoftware | @TheCR

Communities Mature & Change Phase 1 – Phase 2 – Phase 3 – Phase 2 – Strong Emergent Community Networked Hierarchy CommunityImpact Time @SociousSoftware | @TheCR

Community Maturity Model TM

Stage 1 – HierarchyOpportunities Challenges• Lots of examples of other • Lack of common framework or organizations using a language around approach community approach well • Cultural & leadership issues• Frustration with siloed that inhibit change or information & decision making experimentation bottlenecks • Lack of understanding of what• Focus on streamlining is realistic customer experience • Likelihood that some• Motivation to change, both by experimentation will falter or individuals and management fail FOCUS: Strategy & Culture

“Mash Up”• Passive involvement• Lack of consistency/direction• Informal• No connection with other IAUG offerings• Redundancy. 2011 @SociousSoftware | @TheCR

Stage 2 – Emergent CommunityOpportunities Challenges• Participants are excited by • Impatience to see hard initial successes evidence and ROI at scale• Some individuals can ‘see’ the • Inconsistent or unarticulated future state and they become expectations of initiatives and evangelists resources assigned to them• More people are aware of the • Policies are not clear, new model and tools participants are confused• Business value is becoming • Lack of governance can create better understood internal power struggles FOCUS: Policies, Tools & Content

“Mash Up” Strategic Focus• Passive involvement • Active engagement• Lack of consistency/direction • Consistent experience• Informal • Structured• No connection with rest of org • Integration across IAUG• Redundancy • Distinct roles. . 2011 2012 Critical Success Factors • Clear objectives • Stakeholder engagement • Defined roles • Communications • Solid structure • Lifecycle management

Stage 3 – CommunityOpportunities Challenges• Community is producing • Community management de- desired outcomes prioritized because community is ‘successful’• There is a network of advocates that help with • Community is still separate support and communications from core business operations & measurement• Employees, functional leaders & customers understand the • Management understanding role of the community concentrated with too few individuals FOCUS: Community Management & Measurement

PROS Areas of Focus• Diverse communities • Lifecycle management• Active participation • Synch with member feedback• Strong stakeholder buy-in • Integration with VMUG offerings• Network of advocates • Flexibility• High-value content • Social networking strategy. . @SociousSoftware | @TheCR

Stage 4 – NetworkedOpportunities Challenges• Networked business structure • Requires strategic, long-range enables organization to be the vision of top executives ‘market maker’ for their • Organization can be controlled industry by its community without• Partners get a high percentage strong community of their revenue through management community activities • Tone of engagement becomes• Company has early warning critical as community gains indicators for all market activity power FOCUS: Leadership

Evaluate/MeasurePlan/Integrate Launch/Support • Cultivation of topics/leaders • Integration with other offerings • Drive value/credibility • Long-range planning Build

Community Maturity Model TM

Thank You Download Our Latest Reports: The State of Community Management http://www.community-roundtable.com/socm-201133 Reasons Why Online Communities Fail & How to Avoid Them http://info.socious.com/33Reasons Serious Online Community Software @SociousSoftware | @TheCR

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Navigating the Opportunity and Challenges of Online Communities

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Navigating the Opportunity and Challenges of Online Communities Presentation Transcript