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Building Modern Communities
Bill Johnston
Chief Community Officer
Autodesk: 2001 – 2007, 2012 - 2015
• Community Strategy Evolution
• Forums -> Community -> Industry
Communities, including...
We have another breakthrough
moment for Community building:
● Brands are waking up with a social media hangover.
● Custome...
Source: Frank Diana |
https://frankdiana.net/
Exponential Technology is Driving Change
75% of the S&P 500 Replaced by 2027
Source: Innosight report “Creative Destruction Whips Through Corporate America”
Averag...
Networked Companies Create More Value
2014 Study by Deloitte
▪ 40 years of S&P Data
▪ Established 4 types of Models
▪ Netw...
▪ More Loyal
▪ Better Advocates
▪ Spend More
▪ Spend More Often
▪ Co-create products & services
Connected Customers Are Mo...
WGD?
A new and comprehensive approach to
online communities can create a path
forward in the digital economy.
● Leadership that...
1. Mindset: Growth vs. Efficiency
Scalable
Efficiency
Scalable
Learning
vs.
Fixed Mindset
● Risk aversion
● Limited innova...
Among the largest gains:
Among the largest reductions:
2. Purpose-Powered Community
t(28) = 3.70
p = .00
d = .73
Results f...
2. Purpose-Powered Communities
3. Ecosystems: Developing Communities from Crowds
Network
Community
Crowd Total engageable
market.
Connected members
of a ...
14
4. Interfaces into Communities
In-Person Web Mobile Product
Agent /
Bot
AR VR
● Meetups
● Hackathons
● Unconferences
● Ded...
As Community Builders we are
called upon to architect the human
dimensions of exponential
technologies.
● Take the Archite...
Marc Andreessen (@pmarca)
Photo credit: The New
Yorker
I feel …
“Like the world is
just starting now.”
Swap for Howard
Ima...
Building Modern Communities: Keynote from SWARM Online Community Conference
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Building Modern Communities: Keynote from SWARM Online Community Conference

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Keynote from SWARM Conference, held 8/30/2017 in Sydney Australia.
We are experiencing another breakthrough moment in online community building. How to we turn this into a revolution vs. a repetition of previous eras?

Understand exponential technologies and the role online communities need to play as the "human infrastructure". Understand growth vs fixed leadership mindsets. Understand the role of purpose in online communities. Build community ecosystems, not just destinations. Fully leverage interface opportunities into / for your community.

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Building Modern Communities: Keynote from SWARM Online Community Conference

  1. 1. Building Modern Communities Bill Johnston Chief Community Officer
  2. 2. Autodesk: 2001 – 2007, 2012 - 2015 • Community Strategy Evolution • Forums -> Community -> Industry Communities, including AREA • Autodesk Blogs • Founded the Online Community Roundtable TechRepublic: 1999 – 2001 • IA & UX for Site • Community Programs • 0 – 2 Million Members in > 2 years Dell: 2010 – 2012 • Community Platform Evolution • TechCenter Enterprise Community • Programs: Advocacy & Ideation • IdeaStorm 2.0 • Global Unconference Forum One: 2007 – 2010 • Community Events & Unconference • Online Community Research Network • First Community ROI and Salary Research • Consulting Structure3C: February 2015 • Study on Brands & The Collaborative Economy • Assessment & Ideation Workshops • Community / Crowd Business Models • Product Design • Advisory Services • Speaking & Briefings • Rand Fellow with Life Reimagined Institute
  3. 3. We have another breakthrough moment for Community building: ● Brands are waking up with a social media hangover. ● Customers are hungry for connection and expect mobile-like ease of experience. ● Rich set of platforms, technologies & interfaces. ● Historically undervalued, Communities are now critical for growth and resilience.
  4. 4. Source: Frank Diana | https://frankdiana.net/ Exponential Technology is Driving Change
  5. 5. 75% of the S&P 500 Replaced by 2027 Source: Innosight report “Creative Destruction Whips Through Corporate America” AverageCompanyLifespanonIndex
  6. 6. Networked Companies Create More Value 2014 Study by Deloitte ▪ 40 years of S&P Data ▪ Established 4 types of Models ▪ Network Orchestrators include: Ebay, Red Hat, Visa
  7. 7. ▪ More Loyal ▪ Better Advocates ▪ Spend More ▪ Spend More Often ▪ Co-create products & services Connected Customers Are More Valuable
  8. 8. WGD?
  9. 9. A new and comprehensive approach to online communities can create a path forward in the digital economy. ● Leadership that prioritizes learning over labor ● Community experiences that are powered by purpose ● A move beyond destinations to community ecosystems ● Community presence across contextual interfaces
  10. 10. 1. Mindset: Growth vs. Efficiency Scalable Efficiency Scalable Learning vs. Fixed Mindset ● Risk aversion ● Limited innovation ● Community as a liability / cost reduction tactic Growth Mindset ● Constant Learning ● Active Innovation ● Community as a Partner & Resource “As growth-minded leaders, they start with a belief in human potential and development—both their own and other people’s. Instead of using the company as a vehicle for their greatness, they use it as an engine of growth—for themselves, the employees, and the company as a whole.” Carol S. Dweck, “Mindset:” “...the rationale (of scalable efficiency) is becoming less compelling and in many respects may become an obstacle to what is required for economic success in the future” John Hagle, Co-Author “The Power of Pull”
  11. 11. Among the largest gains: Among the largest reductions: 2. Purpose-Powered Community t(28) = 3.70 p = .00 d = .73 Results from Life Reimagined Community Pilot Johnston, Dik, Erol, Taylor - May 2016 Considering “Actualizing Purpose” a key element of community strategy has shown promising results in engagement and community member well being. In May 2016, a Community Research pilot sponsored by the AARP Innovation team discovered significant positive effects of purpose-based content and experiences within a career-oriented community. Key Results: ● Significant improvement on 12 of 20 psychosocial variables measured pre & post pilot. ● A large cohort (25%) highly engaged members in the community vs. normal distribution.
  12. 12. 2. Purpose-Powered Communities
  13. 13. 3. Ecosystems: Developing Communities from Crowds Network Community Crowd Total engageable market. Connected members of a market. Group sharing Identity, Purpose & Value(s). We’ve typically focused on one type of community / social engagement. What might happen if we took a more holistic approach?
  14. 14. 14
  15. 15. 4. Interfaces into Communities In-Person Web Mobile Product Agent / Bot AR VR ● Meetups ● Hackathons ● Unconferences ● Dedicated App ● Integration into product app ● Community features at point of need ● Community content / data powering experience ● Expert content management ● Complex tasks within the community ● Assistant Community Manager ● Mixed reality collaboration ● Real time / contextual expertise ● Mixed reality collaboration ● Real time / contextual expertise ● Mixed reality collaboration ● Real time / contextual expertise “Product integrations with Microsoft are the biggest growth opportunity” Aatif Awan VP of Growth @ LinkedIn
  16. 16. As Community Builders we are called upon to architect the human dimensions of exponential technologies. ● Take the Architect's role in Digital Transformation ● Evangelize the Growth mindset ● Discover and active your Community’s purpose ● Develop a Community ecosystem ● Embed Community into all meaningful interfaces
  17. 17. Marc Andreessen (@pmarca) Photo credit: The New Yorker I feel … “Like the world is just starting now.” Swap for Howard Image Source: Howard Rheingold / http://rheingold.com/

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