Rachel Happe: Why People, Relationships and Communities are Becoming Strategic

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SAP Social Media Day 2012 (#SMW12) presentation by Rachel Happe, Principal & Co-Founder of The Community Roundtable.

Published in: Education, Technology, Business

Rachel Happe: Why People, Relationships and Communities are Becoming Strategic

  1. 1. Why People, Rachel Happe Principal & Co-FounderRelationships and The Community RoundtableCommunities are February 15thBecoming Strategic Social Media Week
  2. 2. We’ve Done A Lot of Organizational Optimizing @rhappe
  3. 3. The Results Have Been Mixed http://www.flickr.com/photos/smaku/1400436298/
  4. 4. In the process, people have been treated as liabilities to be managed vs. assets to be invested in @rhappe
  5. 5. Technology Keeps Getting Faster… Source: http://www.time.com/time/interactive/0,31813,2048601,00.html @rhappe
  6. 6. …But People Do Not@rhappe #IBMConnect Source: http://pandasthumb.org/archives/2006/09/fun-with-homini-1.html @rhappe
  7. 7. .We Are On a Collision Course http://www.flickr.com/photos/alainbachellier/4327038011/
  8. 8. Faster Has Decreasing Rates of Return For Peoplei.e. People can only go so fast before quality suffers @rhappe
  9. 9. People Are Now The Weakest Link http://www.flickr.com/photos/kyra__m/4681259456/
  10. 10. So You can tryto keep up with technology….
  11. 11. …or you can make the weakest linkyour competitive differentiator
  12. 12. To Maximize Human Performance, Access to Various Social Environments is Critical Individuals Relationships Team Communities Networks @rhappe
  13. 13. Traditional Decision ProcessInformation & Consolidation Analysis Report Stakeholder Go/No Go Data Inputs Review Decision @rhappe
  14. 14. Social Decision Process Discussion Discussion Social Written Facilitated Listening of key together of key Decision Discussion in points in points in Posted to Data from Communities with work Community Functional Community Network group of Practice CommunityInformation & Consolidation Analysis Report Stakeholder Go/No Go Data Inputs Review Decision @rhappe
  15. 15. Different Relationships Are Required for Different Outcomes Awareness Awareness Understanding of Contextual Trust Forgiveness Encounter Intimacy Friendship Development Recognition Resonance compatibility Contextual Loyalty Advocacy & Piqued interest Contextual Defense Acknowledgement Advocacy Universal Trust of relationship Universal Loyalty Social Media (Content-Based) Engagement Community (Relationship-Based) Engagement Direct Engagement @rhappe
  16. 16. Relationships & Culture Are The Only Sustainable Competitive AdvantageCommoditized: Reduced Advantages via:• Technology • Products• Information • Service• Market access • Process Opportunities: • Relevance • Meaning • Connection • Empathy @rhappe
  17. 17. Good Relationships Endure http://www.flickr.com/photos/netmonkey/55515112/
  18. 18. Community Maturity Model TM Stage 1 Stage 2 Stage 3 Stage 4 Hierarchy Emergent Community Networked Community Familiarize &Strategy Listen Participate Build Integrate Command &Leadership Control Consensus Collaborative DistributedCulture Reactive Contributive Emergent ActivistCommunity Defined roles & Integrated roles & None InformalManagement processes processesContent & Formal & Some user Community Integrated formalProgramming Structured generated content created content & user generatedPolicies & No Guidelines for Restrictive social Flexible social InclusiveGovernance UGC media policies media policies Consumer tools Consumer & self- Mix of consumer & ‘Social’ functionality isTools used by individuals service tools enterprise tools integratedMetrics & Activities & Behaviors &Measurement Anecdotal Basic Activities Content Outcomes
  19. 19. TakeAways1. You will not win just by going faster - People cannot keep up - Quality will suffer2. Relationships & culture are the new competitive advantages3. Community building is strategic & urgent - Large first mover advantage - People have limited key relationships - Community building takes time @rhappe
  20. 20. Thank You!• Rachel Happe• Principal, The Community Roundtable• rachel@community-roundtable.com• @rhappe

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