How To Build Vibrant Communities Within The Enterprise

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How to build vibrant communities within the Enterprise - keynote presentation at the Enterprise 2.0 Forum, Koln, Germany, February12 2009, organized by KongressMedia

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  • How To Build Vibrant Communities Within The Enterprise

    1. 1. How to build vibrant communities within the enterprise Can organizations build better web communities with predictable success? David Terrar – D2C and WordFrame with contributions from: Dennis Howlett – AccMan & ZDNet Philip Woodgate – Goodman Jones
    2. 2. Charles Darwin – natural selection “ The theory of evolution by cumulative natural selection is the only theory we know of that is, in principle, capable of explaining the existence of organized complexity.” Richard Dawkins
    3. 3. Recommended reading http://www.throwingsheep.com/ “ Networked Web 2.0 tools and technologies are making a profound impact on every aspect of our lives as social networking changes forms of entertainment in our personal lives and business models in the workplace.” John Chambers, Chairman and CEO, Cisco “ Web 2.0 social networking has far-reaching consequences for corporate executives managing relationships with customers, employees and business partners.” Henning Kagermann, Chairman and CEO, SAP
    4. 4. From Command and Control to Teamwork and Collaboration http://www.youtube.com/watch?v=9WX7BNnYTf8&eurl=http://blogs.zdnet.com/collaboration/?p=315
    5. 5. Agenda <ul><li>Why build communities? </li></ul><ul><li>What motivates people to participate? </li></ul><ul><li>What is ICAEW doing with ion? </li></ul><ul><li>Other examples </li></ul><ul><li>Success factors for community sites </li></ul><ul><li>Can we build communities with predictable success? </li></ul><ul><li>Conclusions and best practice </li></ul><ul><li>Recommendations </li></ul><ul><li>References </li></ul>
    6. 6. Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
    7. 7. What is a web community? <ul><li>An interactive group of people joined together by a common interest. </li></ul>
    8. 8. What motivates people to participate? <ul><li>Expressing themselves </li></ul><ul><li>Support </li></ul><ul><li>Listening </li></ul><ul><li>Sharing </li></ul><ul><li>Recognition </li></ul><ul><li>Power </li></ul><ul><li>The culture of the organization </li></ul>&quot;Culture is a mealy-mouthed way of talking about power.“ - Euan Semple
    9. 9. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
    10. 10. What is ICAEW doing with ion? http://www.ion.icaew.com
    11. 11. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
    12. 12. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
    13. 13. What is ICAEW doing with ion? <ul><li>Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative” </li></ul><ul><li>Finalist Accountancy Age - “Best Use of the Internet - Business” </li></ul>
    14. 14. Some other examples SocialMediaToday.com
    15. 15. Wachovia Office 2.0 Conference 2008 SF Pete Fields - Leads Enterprise 2.0 Business Strategy for Wachovia http://office20.com/docs/DOC-1130
    16. 16. Building a community S W I = our methodology T C H
    17. 17. S tart with the end in mind <ul><li>User won't just come like Facebook </li></ul><ul><li>What is the purpose? </li></ul>http://www.flickr.com/photos/leena/2748174727/in/pool-roadsigncities
    18. 18. W hat's in it for me ?
    19. 19. I ntuitive and simple http://blogs.msdn.com/officeoffline/archive/2007/12/12/easy-to-use.aspx
    20. 20. T echnology supporting not leading
    21. 21. C ommunity management
    22. 22. C ommunity facilitation
    23. 23. C ommunity management <ul><li>Champions </li></ul><ul><li>Teamwork </li></ul><ul><li>Prepare to lose control </li></ul><ul><li>Moderation guidelines </li></ul><ul><li>Community manager needed </li></ul><ul><li>Corporate standards </li></ul><ul><li>Not just bottom up </li></ul>
    24. 24. H elp and resources <ul><li>Online help and documentation </li></ul><ul><li>“ How to”s </li></ul><ul><li>Videos </li></ul><ul><li>Examples </li></ul><ul><li>Contributor guidelines </li></ul><ul><li>Helpdesk </li></ul><ul><li>Chat support </li></ul><ul><li>Community manager support </li></ul>
    25. 25. Building a community S tart with the end in mind W hat's in it for me I ntuitive and simple T echnology supporting not leading C ommunity management H elp and resources
    26. 26. Content and community management <ul><li>Seed the community </li></ul><ul><li>Need professional content </li></ul><ul><li>Engage professionals and be prepared to pay </li></ul><ul><li>Need the community manager acting like a party host </li></ul><ul><li>Content guidelines </li></ul><ul><li>Focus on what the users want </li></ul><ul><li>Marketing is vital </li></ul>
    27. 27. Not in support of any goal…
    28. 28. Success factors for community sites <ul><li>Speed of adoption </li></ul><ul><li>Number of active users </li></ul><ul><li>Number of posts </li></ul><ul><li>Number of comments </li></ul>
    29. 29. Life cycle of a successful community
    30. 31. Can we build communities with predictable success? <ul><li>The more CONTENT you have the more MEMBERS you will get. </li></ul><ul><li>The more MEMBERS you have the more CONTENT you will get. </li></ul><ul><li>The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get. </li></ul>
    31. 32. Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + communal WORST Start with technology Marketing “campaign” Mixing business/consumer motives No facilitation Metrics vs. business measures
    32. 33. Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important
    33. 34. Recommendations <ul><li>Recognise it will be hard work </li></ul><ul><li>Focus on usability </li></ul><ul><li>Community manager needed, and they have to act like a party host </li></ul><ul><li>Content, content, content </li></ul><ul><li>Basic marketing e.g. email key posts </li></ul><ul><li>Brand advertising and incentives don't work </li></ul><ul><li>Use available resources e.g. Wikipatterns </li></ul><ul><li>Coherent technology is important </li></ul><ul><li>People and culture more important </li></ul><ul><li>Make sure the key stakeholders involved understand new marketing </li></ul><ul><li>Make sure they understanding social networks by using some and getting their hands dirty </li></ul>
    34. 35. Key take away from Enterprise 2.0 Conference 2008 Boston Christopher Keohane, Unity Product Owner Shawn Dahlen, Unity Program Manager
    35. 36. Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
    36. 37. References <ul><li>Tribalization of business study 2008 </li></ul><ul><ul><li>Francois Gossieaux </li></ul></ul><ul><ul><li>http://www.emergencemarketing.com/2008/04/24/2008-tribalization-of-business-study-preliminary-results/ </li></ul></ul><ul><ul><li>http://www.nevillehobson.com/2008/10/09/fir-interview-francois-gossieaux-on-tribalization-of-business/ </li></ul></ul><ul><li>Online Community Best Practices </li></ul><ul><ul><li>Jeremiah Owyang </li></ul></ul><ul><ul><li>http://www.web-strategist.com/blog/2008/03/14/online-community-best-practices-slideshare-and-zero-cost-publishing/ </li></ul></ul><ul><li>Wikipatterns </li></ul><ul><ul><li>Stewart Mader and friends </li></ul></ul><ul><ul><li>http://www.wikipatterns.com/display/wikipatterns/Wikipatterns </li></ul></ul><ul><ul><li>http://ikiw.org </li></ul></ul>
    37. 38. Contact details David Terrar CEO – D2C and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com

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