The Community Maturity Model - introNetworks Webinar Series with Rachel Happe


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In this month's webinar we interview Rachel Happe from the Community Roundtable about her work and an interesting concept called the Community Maturity Model. You can listen to a replay of the webinar (free) at

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  • In the past you had the mic – you got to control the conversation – and there were a limited number of channels you needed to reach to get your message out. Influencers were easy to identify because they controlled other microphones.
  • Today, the people who once stood behind the microphone are now just one more member of the conversation – on more equal footing with everyone else. Now you – and the previous influencers – are just a few voices out of millions.
  • India was instructive to me because I started to understand how this seemingly chaotic state was organized. There, not only are there a lot of people but traffic includes people, animals, bullock carts, scooters, autorickshaws, cars, trucks, etc. – all pouring through the streets with seemingly no rules. It is a highly complex system. Somehow, they self-organize. What I learned for that:
    One person has no hope of trying to ‘manage’ it so you need everyone to do a little bit – you need everyone to see and fill vacuums and gaps
    Understanding cultural queues (three quick honks) will help you avoid accidents
    Cows are sacred and unpredictable – accept that and go around
    There is no safety net – insurance is unheard of – if you screw up, it is going to hurt. Accept that, deal with it, and move on.
    Suspend disbelief
  • Above all – PR & Communications needs to be in lock step with customer’s experiences with your product or service – and set expectations lower so that customers are delighted.
  • Give them a reason to come and socialize
  • Have regularly scheduled events – cadence is important
  • Be Multi-modal: Text, images, video; Asynchronous, Synchronous
  • Make it valuable (contextual/relevant)
  • What are the risks?
  • What is our responsibility to protect? And whom?
  • Tools – used correctly – give us leverage that we don’t have on our own.
  • Measurement is done for many reasons:
    To compare
    To win
    To understand
    To fit correctly
    To repeat
  • Account, reconcile, and balance our intentions with reality
  • The Community Maturity Model - introNetworks Webinar Series with Rachel Happe

    1. 1. introNetworks Webinar Series ”The Community Maturity Model” Conversation with Rachel Happe Thursday, October 15th , 9 am Pacific Sponsored by introNetworks ‘We transform businesses With smart social networks’
    2. 2. Chat Live with us on Twitter Chat Live with us on Twitter Have a Twitter Account? • Yes, great! • If not, create one at, it takes 2 minutes, we’ll wait… • Login using your Twitter account • Join the #introchat room Ask Questions • Chat with others • We will monitor this room live during the webinar
    3. 3. Driving Success - 8 Competencies to Socializing Your Organization Rachel Happe
    4. 4. Who I am Rachel Happe The Community Roundtable @rhappe and @TheCR Background: PRTM, IDe, Bitpass, IDC, Mzinga Skills: Analysis, Management, Operational Strategy, Facilitation, Communication, Community Strategy, Coaching Domain Expertise: Internet trends, Social Media, Communities, Market Analysis, New Product Development Interests: People, Cooking, Sailing, Hiking, Maine
    5. 5.
    6. 6. The Market is Changing… How Will Organizations Change? The Market is Changing… How Will Organizations Change? @introNetworks @rhappe @TheCR
    7. 7. Community Maturity Model TM
    8. 8. 1. STRATEGY @introNetworks @rhappe @TheCR
    9. 9. You Need An Engaged Network Having a passive constituent base is no longer enough
    10. 10. Alignment
    11. 11. Expectations – Reality = Satisfaction @introNetworks @rhappe @TheCR
    12. 12. What To Do • Acknowledge and articulate who you are as a organization – The Good, The Bad, & The Ugly • Align how you talk about your company and products with what customers think about you • Think of customers as marketing partners • Determine how socially-enabled your constituents are • Identify the drivers that will help you
    13. 13. 2. LEADERSHIP @introNetworks @rhappe @TheCR
    14. 14. Be Transparent
    15. 15. Be Authentic Photo by T.McEnroe
    16. 16. Be Modest
    17. 17. Distributed Lead from the Back
    18. 18. What You Need To Do • Practice conversational and facilitated communications internally • Take small steps toward transparency • Experience self-organizing environments – developer communities, India, Wikipedia, user groups • War game radically different communications cultures – using games like Bafa Bafa
    19. 19. 3. CULTURE @introNetworks @rhappe @TheCR
    20. 20. Tone
    21. 21. Informed Communication Mode
    22. 22. Powerful Feeling of Power/Control
    23. 23. What You Need To Do • Listen/Ask/Measure how communications and decisions are made • Translate between groups • Be as responsive to various constituents in their own modality • Encourage and reward change • Set expectations clearly
    24. 24. 4. COMMUNITY MANAGEMENT @introNetworks @rhappe @TheCR
    25. 25. Who Are Your Cheeseheads?
    26. 26. Bring Catnip
    27. 27. Ride The Waves
    28. 28. Don’t Ignore
    29. 29. What You Need To Do • Build a mission that attracts passionate fans • Offer rewards and recognition to encourage ‘good’ behaviors • Ride the wave of community interest rather than trying to start waves • Don’t ignore problems – address immediately even if you don’t have the answer
    30. 30. 5. CONTENT & PROGRAMMING @introNetworks @rhappe @TheCR
    31. 31. Be Notable
    32. 32. Schedule Keep A Regular Schedule
    33. 33. Text Be Multi-Modal
    34. 34. Image Be Valuable
    35. 35. What You Need To Do • Attract attention • Create a schedule of events that have a cadence • Develop content in different modalities – text, images, video; synchronous & asynchronous • Focus on value – build content that will be contextual and relevant to your audience
    36. 36. 6. POLICY & GOVERNANCE @introNetworks @rhappe @TheCR
    37. 37. Have Rules
    38. 38. Take Calculated Risks
    39. 39. Protect Your Base
    40. 40. What You Need To Do • Define expected culture through rules. Be Firm • Articulate and plan for the risks but remember too, risks make things fun & worthwhile • Define the constituent groups for whom you are responsible and how – both legally and ethically – and what will harm them
    41. 41. 7. TOOLS @introNetworks @rhappe @TheCR
    42. 42. Find Good Tools
    43. 43. What You Need To Do • Understand where tools can help - not everything requires or has a tool that can help • Evaluate which investments have higher payoff – those that streamline repetitive or expensive tasks • Understand tool externalities – tools don’t work in a vacuum. How do they work with existing processes and people?
    44. 44. 8. METRICS & MEASUREMENT @introNetworks @rhappe @TheCR
    45. 45.
    46. 46. Account & Reconcile
    47. 47. What You Need To Do • Know where you want to go- measurement is not all that useful if you don’t know what success looks like • Understand data influencers – if you don’t know how to change a measurement or its cost, it is also not all that useful • Keep it simple – the easier it is for everyone to understand, the better. Three clear metrics are better than 20. • Develop accounting standards – what are your priorities and values and how well does your budget reflect them? • Don’t forget your common sense. Measurement is one guide post to good decision making, not the sole factor. Resource:
    48. 48. Community Maturity Model TM
    49. 49. Thank You @rhappe & @TheCR
    50. 50. Special Guest Author Jono Bacon The Art of Community Building the New Age of Participation November WebinarNovember Webinar Sponsored by