Who Owns Community

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A presentation I did last october about ownership of online community in the enterprise. Still seems to play well... what do you think?

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Who Owns Community

  1. 1. Who “Owns” Community? • Bill Johnston Director of Community & Research Forum One Communications
  2. 2. To Discuss: • Some problems with “ownership” • Possible Candidates • Team Scenarios • Pitfalls & Advice • On the Horizon
  3. 3. Some Problems With “Ownership” • Community “ownership” is a misnomer; ownership is held in common by members • Senior Executive / Team needs to step up; evangelize, nurture and fund • Community touches every department • Community is emergent • Community is ubiquitous
  4. 4. Possible Candidates • Support • + Have done the best job to date • - Problem focused, less political cache than Marketing • Marketing • + Big budgets, already playing in part of the space • - Typically don’t understand relationship vs. campaign • Product • + Usually already participating in community ecosystem • - Focused on a particular product or service • IT • + They are technologists • - They are technologists
  5. 5. Team Scenarios • Stand Alone Team • C-level exec, autonomous • + Can execute, can set strategy and policy, executive leadership • - Challenge to get buy in from constituent teams, hard to sell this concept to most orgs • Part of Marketing • Director-level lead, reports to the CMO or VP of marketing • + Access to budget, can compliment existing activities, act as a change agent • - Constituent teams will be “clients”, execs agenda may be at cross purposes, CMO lifespan • Cross-functional Team • Team is representative body of Product Support, Marketing, Product and the Web Team. • + Ensures cross-organizational buy in, strength in diversity • - Prone to bureaucracy, potentially slow execution
  6. 6. Pitfalls & Advice • Community first - allow them to drive a much as possible • Plan for long haul (2 years out) • Senior exec has to set strategy, sponsor and champion • ROI / Value equation will be a mix
  7. 7. On The Horizon • Chief Community Officer? Chief Relationship Officer? • Role of Community Manager Evolving • Delta between corp site and community closing • Ecosystem vs. hosted community • Hard ROI will be less important, community = “dial tone” • Mediation of relationships decreases
  8. 8. Forum One Communications • We do events, research and consulting • Marketing & Online Communities - 11/8 in NYC http://www.forumone.com/moc • Bill Johnston - bjohnston@forumone.com • Thanks very much for your time!

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