Online collaboration and Building Online Community


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Presented at Social Biz World Conference in 2011

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Online collaboration and Building Online Community

  1. 1. You First Meet You Exchange a Little Info You Get into Deeper Conversations You Discover Hidden Talents Everyone can Share & Receive Info and
  2. 2. Social Networks & Collaboration – The Opportunity o Social Media isn’t a fad. If Facebook were a country it would be the 3rd largest in the world. o Online Collaboration allows you to get the most from your social networks. o Billions are being spent on collaboration, community and reaching out to
  3. 3. Social Networking 1.0 - Connective Tissue of the
  4. 4. Social Networking Evolved for ROE What Are the Results? What Are We Getting Out of Social Networks?
  5. 5. People are social beings. The water-cooler has been around a long time it just looks different now and is most likely online. Let’s Make it Useful!
  6. 6. Let’s Be Real Forget Theory In It’s Infancy, It’s Evolving & It’s About Deeper Community
  7. 7. Online Collaboration Defined Collaboration is a recursive[1] process where two or more people or organizations work together in an intersection of common goals — for example, an intellectual endeavor[2][3] that is creative in nature[4]—by sharing knowledge, learning and building consensus. Most collaboration requires leadership, although the form of leadership can be social within a decentralized and egalitariangroup a rule or procedure that can be applied repeatedly.. [5]
  8. 8. What can you gain from Online Collaboration Connecting with internal teams for: Idea management Creating a knowledge base Promoting team interaction Fostering employee
  9. 9. What can you gain from Online Collaboration Connecting externally for: Market Research Gaining Product Feedback Customer Intelligence for Targeting Building Community & Brand
  10. 10. Tools for Online Collaboration It depends on what you are trying to achieve: Document Sharing tools – Sharepoint Blogs, Wiki’s and Forums – Wordpress etc. Mind-Mapping - MindJet Project Management tools – Base Camp THEY DON’T DRIVE TO RESULTS AND OUTCOMES CLEARLY &
  11. 11. Tools for Online Collaboration I didn’t mention the usual suspects - Twitter, FB etc. There is a new wave of social tools that: Enable collaboration at a deeper level Eliminate the need and difficulty of complex decision-making via meetings, email, telephone & text messages Allow threaded conversations that can be driven to results & outcomes Enable communication between geographically dispersed people & teams to share ideas and questions&drive to actionable results via the
  12. 12. The Rise of Social Collaboration &
  13. 13. It all Sounds Great, Right?
  14. 14. If You Create The Space - Will They Come? Uh No…..No they won’t….. We found that out pretty quickly Knew we had to adjust and change the way we were approaching the space – simplified the
  15. 15. If They Come Will They Stay? No? Really…… We knew that building, fostering and giving a home online was one of the keys to success Created a CDM team & developed guidelines to reduce friction to signing up, getting engaged & immersing in the experience & the
  16. 16. How Can You Keep Them in Your Community? It’s about Adoption…BUT Adoption is getting worse 2.0 adoption council info in the marketing data – (200 companies) – adoption requires management/training/development: 1-1/2 years ago: 70% encountered resistance & 40% couldn’t overcome it As of a 6 months ago: 80% encountered resistance&55% couldn’t overcome it Underestimating time and money to manage the community Can’t just give them a platform and hope they will get
  17. 17. But more-so how can you have them become an active participant in the Community and engage in Online Collaboration? Adoption is fraught with ignorance & “I don’t know how to do this” We need to help people understand what they need to do Why are you collaborating? What is the specific purpose? Once you know this – how do you collaborate and what tools do you
  18. 18. Living In the Trenches You’re either a good example or a bad warning Community Adoption = a cultural shift Know who the influencers are prior to the rollout of a collaboration platform. Allow people to self identify that they add value via social platforms & collaboration platforms. Stop trying to hold members hands through every step – make it friction free or make it required –> Schools!
  19. 19. Living In the Trenches Spread evangelists out around the organization – do it around what people are passionate about. Focus on the people who are the content providers & the topics that they are passionate about. Have a rewards system & keep members updated. Promote users to moderators (not the police but a super user) in the
  20. 20.
  21. 21. Some Take-Aways& Wins Building community is not easy, it’s complicated &takes shifts in culture and paradigm – or make it required (schools) – go to the session at 4:30. Make it simple to use, navigate and see the results & give members a home. Community members are the best source of finding what is the most important content and getting to the best outcomes. Pay attention to the micro-communities in your overall community. It could be grouped around people (a champion), topics or