Leveraging Networks for
Product Management -
The Business of Rachel Happe!
Community
Principal & Co-Founder
The Community Roundtable

The World Is Changing

A Perfect Storm of Change Is Rolling In
Technology Currents Social Currents
• Social media • Economic insecurity
• Mobile • Political polarization
• Big data • Demographic shifts
• Pace of technology • Anxiety/Retrenchment

The Pace of Technology Keeps Getting
Faster…
Source: http://www.time.com/time/interactive/0,31813,2048601,00.html

700,000 Apps

1.2 Zettabytes of Data

And Human Performance Is Not
Improving
Source: http://pandasthumb.org/archives/2006/09/fun-with-homini-1.html

Humans Are Exposed
http://www.flickr.com/photos/jonnyfixedgear/51954864

We’ve Also Done A Lot of
Organizational Optimizing

But It Has Focused on Infrastructure
http://www.flickr.com/photos/smaku/1400436298/

People Are Now The Weakest Link
http://www.flickr.com/photos/kyra__m/4681259456/

People have been treated as liabilities to be
managed vs. assets to be invested in

We Need to Play A Different Game, One
Focused on Enduring Relationships

Relationships Differentiate
Cost Savings
Revenue
• Loyalty
• Preference
• Forgiveness
• Patience
• Time
• Advocacy
• Peer support
• Competitive lockout
• Issue reporting
• Authentic insights
These qualities require a different level of relationship
that traditional transactional relationships

Relationships & Culture Are A
Sustainable Competitive Advantage
Commoditized:
Reduced Advantages via:
• Technology
• Products
• Information
• Service
• Market access
• Process
Opportunities:
• Relevance
• Meaning
• Shared Value
• Empathy

Relationships Require Time, Resources and
Ceding of Control
Friendship
Development
Partnership
Encounter
Recogni1on
Awareness
Awareness
Understanding
of
Contextual
Trust
Forgiveness
Resonance
compa1bility/fit
Contextual
Loyalty
Advocacy
&
Piqued
interest
Contextual
Defense
Acknowledgement
Advocacy
Universal
Trust
of
rela1onship
Universal
Loyalty
Social
Media
(Content-­‐Based)
Engagement
Community
(Rela1onship-­‐Based)
Engagement
Direct
Engagement

Community
A group of people with unique shared values, behaviors,
and artifacts !

Why Are Communities So Powerful?
1. Maximize investments
– Disintermediate the organization from every
conversation while maintaining context
– Speed information transfer & alignment
– Build buy-in and shared ownership
– Innovation
2. Reduce costs
– Build and reinforce relationships
– Crowdsource expertise
– Reduce duplication
– Empower advocates
– Eliminate waste

Direct Impact: Access to communities &
networks improve efficiency and quality
Process
Element Type
of
Community Metric
Research
&
Discovery Market
Network,
Communi1es
of
Quality
prac1ce,
Customer
communi1es,
- BeQer
inputs
Partner
communi1es - BeQer
alignment
with
markets
Produc1vity
-­‐
Faster
1me
to
answer/insight
Work
Status
Team
networks,
Func1onal
Produc1vity
communi1es - Reduced
mee1ngs
- Micro-­‐mentoring
- Alignment
- Focus
on
issue
resolu1on
Data
Analysis Team
networks,
Func1onal
Produc1vity
communi1es,
Communi1es
of
- Shared
ownership
of
analysis
prac1ce,
Customer
communi1es,
- Broad
buy-­‐in
of
issues
&
framing
Partner
communi1es - Faster
awareness
and
buy-­‐in
for
analysis
Content
Development Team
networks Produc1vity
- Ongoing
alignment
as
content
is
development
- Less
wasted
work
Stakeholder
Review Team
networks,
Communi1es
of
Produc1vity
peers/prac1ces - Transparent
decision-­‐making
process
- BeQer
sensing
of
poten1al
responses
(crisis
management)
- Shared
ownership
of
decision
Communica1on
of
Func1onal
communi1es,
Produc1vity
Informa1on
&
Decisions Communi1es
of
prac1ce,
- Alignment
&
shared
situa1onal
awareness
Customer
communi1es,
Partner
Quality
communi1es,
organiza1on-­‐wide
-­‐
BeQer
understanding
of
reac1ons
(crisis

Indirect Impact: Communities Help
Accelerate Innovation
Process
Element Type
of
Community Metric
FlaQen
Access
to
Communi1es
of
Prac1ce,
Reduced
Time
to
Innovate
Knowledge
Func1onal
communi1es
-­‐ Quickly
gather
exis1ng
exper1se
-­‐ Understand
accurate
state
of
development
Improved
Quality
-­‐ Add
to
exis1ng
knowledge
rather
than
replica1ng
Reduced
Waste
&
Duplica1on
-­‐
Know
what
the
organiza1on
knows
Tacit
Opportuni1es Market
Network,
Communi1es
of
Innova1on
Quality
&
Demand
prac1ce,
Customer
communi1es,
-­‐
Ability
to
understand
issues
before
they
are
Partner
communi1es ar1culated
Innova1on
Cycle
Time
-­‐
Solve
problems
in
step
with
demand
forma1on,
not
sequen1ally
Customer
led
Crea1on
and
Customer
communi1es,
Partner
Innova1on
Extension
Co-­‐Crea1on communi1es - Fills
roadmap
gaps
- Reduces
investment
in
high
risk
projects
Demand
Genera1on
-­‐
Develops
customer
advocates
Listening
&
Watching Market
networks,
Func1onal
Alignment
&
Revenue
Growth
communi1es,
Communi1es
of
- Align
products
and
communica1ons
with
exis1ng
prac1ce,
Customer
communi1es,
conversa1on
and
language
which
improves
Partner
communi1es relevancy
and
adop1on
Crisis
Management

Measurable But Not Immediate
Return
Investment

Communities Mature & Change
Phase 1 – Strong Phase 2 – Phase 3 – Phase 4 –
Hierarchy
Emergent Community
Networked
Community
Impact
Transform
Growth
Pull
Behavior
Change
Time

Community Maturity Model TM
Stage 1
Stage 2
Stage 3
Stage 4
Hierarchy
Emergent Community
Networked
Community
Familiarize &
Strategy
Listen
Participate
Build
Integrate
Command &
Leadership
Control
Consensus
Collaborative
Distributed
Culture
Reactive
Contributive
Emergent
Activist
Community Defined roles & Integrated roles &
None
Informal
Management
processes
processes
Content & Formal & Some user Community Integrated formal
Programming
Structured
generated content
created content
& user generated
Policies & No Guidelines for Restrictive social Flexible social Inclusive
Governance
UGC
media policies
media policies
Consumer tools Consumer & self- Mix of consumer & ‘Social’ functionality is
Tools
used by individuals
service tools
enterprise tools
integrated
Metrics & Activities & Behaviors &
Measurement
Anecdotal
Basic Activities
Content
Outcomes

5 Ways
Communities
Support
Product
Management!

1. Active Lurking
1: Time to Innovation

2. Collective Intelligence

3. Many Eyes

4. Single Source of Truth

5. Develop Advocates

Integrating Communities into Innovation
Workflow
Discussion
Discussion
Social
WriQen
Facilitated
of
key
of
key
Decision
Listening
together
Discussion
in
points
in
points
in
Posted
to
Data
from
Communi1es
with
work
Community
Func1onal
Community
Network
group
of
Prac1ce
Community
Information & Consolidation Analysis Report Stakeholder Go/No Go
Data Inputs Review Decision

Concept
Design
Build
Test
Launch

Case Studies

TakeAways
1. You will not win just by going faster
- Product quality will suffer
2. Relationships and culture are the new
competitive advantages
– How will you integrate that with the products you are building?
3. Community building is strategic and
urgent
- Large first mover advantage
- People have limited key relationships
- Community building takes time

Thank you!
Questions?
Rachel Happe
The Community Roundtable
rachel@community-roundtable.com
@rhappe
Download this report for free at: "
http://community-roundtable.com/tse2013/ "

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Training
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Organiza1ons
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Rachel
Happe
Principal
and
Co-­‐Founder
@rhappe
Jim
Storer
Principal
and
Co-­‐Founder
@jimstorer

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State
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The
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TheCR’s research portfolio linkage
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use
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how leading organizations
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Career
Path
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Maturity
ModelTM
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Professional
By
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This
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looks
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maturity
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different
compensa8on,
roles
organiza8ons,
we
help
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mature
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