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Building Community-A Conversation on planning, stewardship, and keeping human

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A presentation on common challenges to community building, planning, engagement, adoption, understanding value

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Building Community-A Conversation on planning, stewardship, and keeping human

  1. 1. BUILDING COMMUNITY A CONVERSATION AROUND PLANNING, STEWARDSHIP AND KEEPING IT HUMAN Catherine Shinners January 21, 2014 for the SIKM Community
  2. 2. Communities Connect Learn Make sense Influence Adapt Create
  3. 3. Challenges to community success  Often a lack of clarity around purpose & therefore business relevance  An online presence doesn’t mean it’s a community  Vital nature of sustained stewardship & facilitation not well understood  Creating value, assessing value communicating value
  4. 4. Our Conversation Today • Community principles, dynamic, lifecycle and planning • Stewardship, facilitation, engagement, participant roles • Share experiences, insights, dilemmas, triumphs
  5. 5. Community principles & dynamics Communities have a lifecycle and a unique set of dynamics Transparency Participation value is achieved participants see each other’s contributions through participation Collective created & expanded from wide contributions Emergence Persistence contributions captured for sharing, viewing value emerges from collective interactions Independent engagement anytime, anyplace, at will The Social Organization: How to use social media to tap the collective genius of customer and employee, Bradley, A., , McDonald, M., Harvard Business Press, 2011
  6. 6. Community Lifecycle Inception Establishment High value content sparks engagement Growing sense of community Comm. Mgr. direct outreach, initiates discussions, prompts response, relationship building, seeks interaction to content Regular communications Program of online events – forums, expert bloggers, original content Growth Higher levels of interaction, engagement Community sense Social media channel of shared history, engagement achievements Recruit volunteers Volunteer-led Survey, poll activities members Advancement in Recognition UX, platform, programs metrics, analytics Promote community Maturity Community more selfsustaining Subgroup, affinity group formation Reformation of purpose Advanced analytics A life-cycle perspective on online community success, Iriberri, A ., Leroy, G., ACM Computing Surveys, Volume 41 Issue 2, February 2009
  7. 7. Planning elements Engage and education stakeholders Identify strategic business alignment Plan for inception & establishment Determine critical success factors and KPIs for early phases Lay groundwork & infrastructure for growth and maturity phases Inception
  8. 8. Business Strategy Alignment Inception External Facing Internal Facing Customer engagement, loyalty Productivity • Obtain feedback, information on • Increase quality of knowledge customer needs • Improve customer service Increase idea creation • Enhance problem solving • Accelerate new business and product innovation • Save time during information seeking and sharing Visibility, reputation • Improve or enhance reputation • Increase access to expert knowledge • Exchange information with credible sources Employee communication, trust • Better understanding & alignment across organizations • Increase level of trust 8
  9. 9. Community Business Model Value Proposition Market Segment Value Chain Revenue Impact Position in value network Competitive Strategy Inception Being involved in this community is important to me because… Customers or prospects, partners or employees. Market segment(s), targeted level (CXO, leaders, end users etc) Expert curation > original content > topical forums > showcase customer leadership > demonstrates commitment to customer Enhance customer loyalty, advance opportunity with partners, give access to expertise, value to product or support. Identify how the community is aligned with business initiatives or strategic engagements or programs Differentiation, customer loyalty, satisfaction, underserved segment, disruptive potential, product insight
  10. 10. Community Architecture Inception Community Management Facilitates, stewards regular interactions Face of community, promotes, advocates Evangelizes, recruits, engages members Manages volunteers Monitor community health Define, refine strategy, outcomes Social Media, Marketing & Communications Platform, UX, Analytics, Operations Original content Social media Compelling, evolving UX Expert curation engagement & promotion KPIs, benchmarks Regular, online events Regular member Identify, manage tools Targeted discussions communications Educate stakeholders Promote trending topics Marketing strategy Metrics, reports Content & Events Programming Governance Terms, conditions Executive sponsor Company policies Legal, IT, HR
  11. 11. 11 Critical Success Factors Inception • Identify executive sponsor • Effective education of stakeholders • Resourced for lifecycle and business strategy success • Community manager, social media manager, content specialists, analytics talent • Content and programs: Plans and budgets for events, content development, content curation, recognition programs • Communications and marketing plan in place • Metrics: tools, services to analyze effective performance • Governance model alignment with larger organization • Technology and user experience attuned to targeted community
  12. 12. Establishment Cultivate, facilitate spectrum of engagement Identify leaders, influencers Recognition, volunteer programs Regular cadence of events, programs, communications Active cycle of engagement Analytics, metrics aligned with purpose, relevant to management Refine resource requirements for growth Internal and external advocacy Partnerships in place Benchmarking, active listening Frank Fiishbach/Shutterstock 12
  13. 13. Calling Attention–Gathering Up Cadence of community-wide events Vladimir Koshkarov/Shutterstock
  14. 14. Social learning zeljkodan/Shutterstock Peer-to-peer Varied contexts Narrative models
  15. 15. Rich resources Freshness, regular flow Varied Connected to people Expert curation Pal Teravagimov/Shutterstock
  16. 16. Serendipity, small delights Design for light approaches, too KornnphotoShutterstock
  17. 17. Social roles in community Editor counselor Sharer Connector lurker expert Creator mitigator infovore Writer re-broadcaster monitor critic contextualizer interlopernegotiator synthesizor gossip broadcaster Create an environment where people can bring a multiplicity of approaches and roles Support people moving in and out of leader, active mentoring to lower profile roles Thanks to Thomas Vander Wal, Gordon Ross See Cathexis blog post: The City is Experienced on our Feet: Social Business as the Urban Planning of Enterprise 2.0
  18. 18. Team Collaboration Community Collaboration Network Collaboration Crowdsourcing Members of group known to one another – shared identify as part of a project focus – even though embedded in hierarchy, participants cooperate on equal footing Shared identity around a topic or set of challenges Set of relationships, personal interactions, connections among individuals who have a personal reason to connect. Activity can be done by anyone who wants to from a large group Problem solving, resource and idea sharing, clear task interdependencies, explicit timelines and goals, members Expertise of practice within a domain Quickly solve problems, share ideas, make future connections Reputation Anonymity is often ok, no pre-defined credentials necessary Source of Learning Sustained interactions across project timelines Sustained partnership From access to the network From access to the network Modality of learning Formal – through experience of sustained interaction and artifact creation Formal-experience of practice is a learning resource Informal – through interactions Independent, hyperspecialization, microtasking Primary value Explicit, applied, realized, Explicit, applied, realized, reframing Tacit, immediate, potential value Explicit, applied, realized, reframing Secondary value Tacit, immediate, potential value Tacit, immediate, potential value Explicit, applied, realized, reframing Tacit, immediate, potential value Model Collective intent Collective intent Nodes and links Nodes and links Purpose Motivation Type of learning Pre-articulated or validated reputation credentials Money, Love, Glory – can be all three Reputation may follow
  19. 19. Resources • Promoting and assessing value creation in communities and networks: a conceptual framework, Etienne Wenger, Beverly Trayner, Maarten de Laat, Open Universiteit Report 18, 2011 • Designing effective knowledge networks, Katrina Pugh and Laurence Prusak, MIT/Sloan Management Review, September 2013 • Community Roundtable – Rachel Happe • Feverbee – Richard Millington
  20. 20. Catherine Shinners Social Business Strategic Consulting and Enterprise 2.0 Services Palo Alto, CA +1-650-704-3889 catherineshinners@mercedgroup.com blog: collaboration-incontext.com www.mercedgroup.com http://about.me/catherineshinners President Merced Group www.linkedin.com/catherineshinners @catshinners Skype: CatherinePaloAlto
  21. 21. Case Study • Business benefit - visibility and reputation • Segment – education leaders and innovators • Purpose – foster peer-to-peer leadership dialogue – education innovation • Expert curation, original content, events, featured luminaries • Recognition program • Customer UX oriented at education leader segment Public Service of Cisco
  22. 22. Know Your Constituents
  23. 23. Social Media to build community Public Service of Cisco
  24. 24. A Focus on Community Building Establishment Awareness and global reach – new members Engage with and facilitate leader conversations Drive participation and community engagement Advance sense of connection for leaders Better understand community needs – active listening
  25. 25. Awareness, Reach Recruitment LinkedIn Group • Promoting events, content • Bring content to relevant discussion groups • Email through LI - campaigns to bring in your members Twitter • Targeted, focused outreach to influencers, leaders, innovators • Meet and greet – call to action to join Facebook • Targeted ads to leaders with geo expansion • Global content, commentary
  26. 26. Community Connection Engagement Participation Active listening Authentic voice LinkedIn Listen & participate in relevant domain groups Monitor expert discussions Calls to action to community events programming Twitter Monitor domain #hashtags for trending topics Participate in #hashtag live chats Promotion of community events, content YouTube Great, original content featuring peer leaders
  27. 27. Community Engagement Be an authentic, active participant in the conversation • Focus, target outreach at members level, quality engagement peer-to-peer • Actively participate in conversations, You have to be engaged to get engagement bring great content, cultivate authentic stance • Bring new experiences – help them become more adept • Innovate, experiment, display leadership
  28. 28. Value Metrics for Community KPIs A New Framework for Measuring Results in Social Media • Audience Engagement Jeremiah Owyang & John Lovett, The Altimeter Group, 2010 • Sentiment Ratio • Share of Voice • Advocate Influence • Idea Impact • Benchmarking

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