As the uses of online community continue to spread, we've come a long way in two decades while learning a great deal, including establishing the role of community management and maturation of the techniques and platforms. Yet the practice is still rapidly evolving today. New techniques and lessons are being discovered and it's becoming clearer what the next steps in community will be. Using cutting-edge examples form top organizations, the latest lessons of the last few years will be explored. From this, a synthesis of where community is going will be presented for discussion.
5. ‹#›Confidential
But We Now Know (Most Of) The Key Success Factors
Community Management & Moderation
• Content Management
• Activation & Adoption
• Engagement & Incentives
• Advocacy plan
• Training & Support
Proactive Communication
• Awareness & Desire
• Education – What’s in it for me?
Business Value & Strategy
• Community Objectives
• Business Goals
• Measurement Framework
• Governance
Bottom Line: Well-activated communities drive meaningful business results.
Organizational Engagement
• Executive Sponsorship
• Buy-In With Business Teams
• Sufficient Staff and Resources
6. ‹#›Confidential
Answered Questions
New per month
00
450
900
1,350
1,800
new questi
new respon
new helpfu
new correc
• Total Users: All system users who have not been disabled.
• Active Users: Users who have viewed at least one item in the previous 30
days.
• Participating Users: Users who have commented, liked, rated/ voted,
edited, or created content in the past 30 days.
• Contributing Users: Users who have created new content in the previous
30 days
Community Vitality
••Impact metrics: reach, sentiment
••Online connections
•• # of Questions/Supporting Documents
••Process change / consistency
Community/Use Case Objectives
Indicator of:
•• Process Effectiveness
•• Productivity / Efficiency
•• Transparency / Synergy / Goal Alignment
•• Customer Engagement
Business Objectives
Indicator of:
Community Success Measures Are Maturing
8. ‹#›Confidential
Reinventing Core Business Processes
▪ Using the power of
community platforms to
fundamentally rethink
traditional business
practices
▪ Make them faster
▪ More transparent
▪ Producing richer, multiple
outcomes
▪ More resilient to exceptions
▪ Self-documenting
▪ Scalable
…BASF as well
14. ‹#›Confidential
Thriving with Community Advocacy and
Leadership Programs
▪ Community advocacy and leadership
programs correlate strongly to higher overall
community maturity levels
▪ In particular, formal programs have been
measured to correlate with improvements in
key community success metrics:
▪ The number of full-time community
managers
▪ The ability to measure value
▪ Higher levels of executive participation
▪ Higher levels of product team and
subject matter participation
▪ More user-generated content
▪ Higher levels of conversation vs.
content sharing
▪ More robust community tools
Community Proponents & Leaders
Formal Program with Activities
Aimed at High Value Engagement
15. ‹#›Confidential
Top Three Lessons from Community
Advocacy Programs
▪ When building a community
advocacy or leadership
program, avoid over-
governing the program with
too many policies at the
beginning.
▪ Communicate from the
onset of the program the
plan to leverage your
advocates.
▪ Ensure the organization
elicits the feedback of the
top advocates in the
creation of the program.
16. ‹#›Confidential
HR Has Discovered Community
▪ For employee engagement
▪ For hiring and recruiting
▪ For retention
▪ For learning
▪ For knowledge capture
▪ But are badly behind on the
experience and knowledge
curve
▪ And are now drawing upon
community managers
22. ‹#›Confidential
Community Management Team Structure Maturing
Community Director
Community Strategist
Community Manager
Community Moderator
Community Application Specialist
Chief Community Officer (CCO)
Low
Medium
High
Maturity
Future Maturity
Level
24. ‹#›Confidential
Fitting the Pieces Together
community
frameworkmaturity
platform
internal
community
hybrid
community
external
community
advocates
distributed
community
• Curation
• Monitoring
• Research
• Planning
• Measuring
• Engaging
• Managing
• Moderating
• Facilitating
• Research
community managers
*
*
* = new areas of
leadership
#e20
25. ‹#›
Marketing
Sales
Customer Care
Community
Processes
Social
Stakeholders
Goals &
Requirements
Community
Knowledge
Base
Community
Technology
Foundation
• Stakeholder support
• Listening/dispatch/reporting
• Community management
• Education/training
• Governance
• Crisis coordination
• CoE staff
• Project leads
• Solution managers
• #cmgrs
• Internal customers
• Executives
• Business partners
• Performance improvement
• Consistency
• Efficiency
• Oversight
• Risk management
• ROI tracking
Lines of Business
HR
Legal
Compliance
Corp. Comm
Product Dev.
• Best practices & lessons
• Playbooks
• Support cases/fixes
• Training materials
• Policy framework
• Content directory
drives
creates
uses
conducts
Other Support Units
• External social media
• Internal social platforms
• Listening
• Content management
• ESN(s)
• Analytics
• Compliance
• Identity management
• Standards & architecture
}
Business Units
Reaching Maturity: The Social Media Center of Excellence
by Dion Hinchcliffe and David Mastronardi
coordinated
action on
the edge
The Rise of the Social CoE
28. ‹#›
Network of Excellence for Social/Community
▪ Empowers everyone, not just those in the
center of excellence
▪ Actively enlists change agents to use
community approaches to meet business
objectives
▪ Provides tools, resources, best practices,
and playbooks to be shared with all
▪ Provides reference models and
technologies
▪ But does not require one size fits all
▪ Pools collective resources of the entire
organizations
▪ Uses online community to operate and
spread the network
▪ Scales better and does not backlog like the
old CoE
35. ‹#›
What To Do About All These Trends in CM?
▪ Community management is becoming a
strategic part of business
▪ The role is maturing and becoming
elevated
▪ Think about how far along this
progression you want to go on
▪ And help lead it
▪ Organization for community is becoming
sophisticated
▪ Help your org head down the path
▪ This means education about community is
now more vital that ever
▪ As community becomes ver more
embedded in vital business processes
▪ Think about the vital new possibilities that the
emerging edge of community enables
▪ Develop knowledge and skills to realize
them
▪ Most important: Enjoy changing the world!