Building and nurturing a community and using social media to cultivate your community is moving from a "nice to have" to a business requirement. Those businesses that leverage this social momentum increase loyalty, brand value and revenue. However, this transition can be very difficult and disruptive because it requires cultural, leadership, strategy, workflow, and operational changes. Social media experts from The Community Roundtable have developed a Community Maturity Model with eight competencies to help guide organizations through this complex management transformation and to provide a best practices benchmark.

1. 8 Steps to a Thriving Web Community – The
Role of Open Source Drupal
Rachel Happe Lynne Capozzi
Cofounder VP Marketing
The Community Roundtable Acquia

2. Community Management Primer
Rachel Happe & Jim Storer
Principals
The Community Roundtable

3. Trends Organizations Want to Leverage
• Membership in online communities has more
than doubled in only three years.
• 54% of members log into their community at
least once a day.
• 71% of members said their community is very
important or extremely important to them.
• 55% say they feel as strongly about their online
communities as they do about their real-world
communities
– 2008 report from the Center for the Digital
Future at the USC Annenberg School for
Communication

4. Yet…Enterprise social software has only been
tracked since 2007 as a viable market

5. Rapid growth is causing a lot of confusion

6. What is The Community Roundtable?
The Community Roundtable is a peer network for community
managers and social media practitioners who’s mission is:
 Further the discipline of community
management
 Provide support and resources for community
managers
 Aggregate, document, and share community
management best practices
www.community‐roundtable.com #LaunchCamp @TheCR @jimstorer @rhappe

7. Who We Are
Rachel Happe
Jim Storer
Background: PRTM, IDe, Bitpass, IDC, Background: DCI, SharedInsights, Mzinga
Mzinga
Skills: Facilitation, Communication,
Skills: Facilitation, Communication, Community Management, Coaching,
Analysis, Management, Coaching, Content Creation
Content Creation
Domain Expertise: Social Media,
Domain Expertise: Internet trends, Social Communities, Programming & content
Media, Communities, New Product
Development

8. Our customers have diverse experiences with
community management
Members have an average of 4.7 years of community management experience

9. Community Maturity Model TM
Stage 1
Stage 2
Stage 3
Stage 3
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 &
Management
None
Informal
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
Tools
used by individuals
service tools
enterprise tools
is integrated
Metrics & Activities & Behaviors &
Measurement
Anecdotal
Basic Activities
Content
Outcomes

10. 1. STRATEGY
#SMBNH @TheCR @rhappe

11. You Need An Engaged Network
Having a passive constituent base
is no longer enough
Investors
Customers
Employees Partners
hFp://www.flickr.com/photos/luc/1804295568/

12. Alignment
Customer Brand
PerspecSve Messaging
Product
InformaSon
Product
Experience Tone
Available
InformaSon Transparency
hFp://www.flickr.com/photos/73937087@N00/422507353/

13. Expectations – Reality = Satisfaction
@TheCR @acquia @rhappe

14. 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 build a
network

15. 2. LEADERSHIP
@TheCR @acquia @rhappe

16. Be Transparent
hFp://www.flickr.com/photos/22971881@N02/3104553057/in/set‐72157611215947198/

17. Be Authentic
Photo by T.McEnroe

18. Be Modest

19. Distributed
Lead from the Back
hFp://www.flickr.com/photos/mclxi/388392114/

20. 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

21. 3. CULTURE
@TheCR @acquia @rhappe

22. Tone
hFp://www.flickr.com/photos/jspad/142160659/

23. Informed
Storytelling
hFp://www.flickr.com/photos/kiwanja/3169447879/

24. Powerful
Feeling of Power/Control
hFp://www.flickr.com/photos/gargi/2483623130/

25. 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

26. 4. COMMUNITY MANAGEMENT
@TheCR @acquia @rhappe

27. Who Are Your Cheeseheads?

28. Bring Catnip
hFp://www.flickr.com/photos/sheila_steele/161726592/

29. Ride The Waves
hFp://www.flickr.com/photos/tk_five_0/2279894817/

30. Donʼt Ignore
hFp://www.flickr.com/photos/jfchenier/2409726404/

31. 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
• Donʼt ignore problems – address immediately
even if you don’t have the answer

32. 5. CONTENT & PROGRAMMING
@TheCR @acquia @rhappe

33. Be Notable
hFp://www.flickr.com/photos/pandemia/1286794844/

34. Schedule
Keep A Regular Schedule
hFp://www.flickr.com/photos/vidiot/61484953/

35. Text
Be Multi-Modal
hFp://www.flickr.com/photos/cecilanne_r‐s/3541646602/

36. Image
Be Valuable
hFp://www.flickr.com/photos/mfakheri/2815755503/

37. 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

38. 6. POLICY & GOVERNANCE
@TheCR @acquia @rhappe

39. Have Rules
hFp://www.flickr.com/photos/strandloper/1385105547/

40. Take Calculated Risks
hFp://www.flickr.com/photos/cibergaita/62123585/

41. Protect Your Base
hFp://www.flickr.com/photos/lrargerich/3107809174/sizes/l/

42. 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

43. 7. TOOLS
@TheCR @acquia @rhappe

44. Find Good Tools
hFp://www.flickr.com/photos/docman/36125185/

45. 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?

46. 8. METRICS & MEASUREMENT
@TheCR @acquia @rhappe

47. Measure
hFp://www.flickr.com/photos/aussiegall/286709039/

48. Account & Reconcile
hFp://www.flickr.com/photos/captkodak/272746539/

49. 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?
• Donʼt forget your common sense. Measurement is one
guide post to good decision making, not the sole factor.
Resource: hFp://www.thesocialorganizaSon.com/social‐media‐metrics.html

50. Community Maturity Model TM
Stage 1
Stage 2
Stage 3
Stage 3
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 &
Management
None
Informal
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
Tools
used by individuals
service tools
enterprise tools
is integrated
Metrics & Activities & Behaviors &
Measurement
Anecdotal
Basic Activities
Content
Outcomes

51. COMMUNITY MANAGEMENT
PRIMER PACKAGE
@TheCR @acquia @rhappe

52. Community Management Primer Package
Our Community Management Primer Package is a mix of
presentations, discussions, individual exercises, and group
exercises – all designed to ensure and reinforce alignment
and community success
1. Advisory Services
– Kick-Off & Introduction Call – Two hours
– Workshop Preparation Call – One hour
– Check-up Calls Post-Workshop – 2 one-hour calls
2. Workshop – 2 Days
– 12 sessions designed to elicit opportunities, barriers, concerns, and challenges around eight
core community competencies
3. Two (2) annual memberships in TheCR Network.
Package Price is $15,000

53. Workshop Exercises
Strategy: Group Exercise
– 3 Strategies; Pros & Cons of each
Culture: Individual Exercise
– Picture your culture
Community Management: Group
– War Game - Handling two common scenarios
Leadership: Group
– Network Mapping – Influencing the Influencers
Policies: Individual
– Mix & Match – Behaviors and policies
Metrics & Measurement: Individual
– Draw Your Dashboard
Content & Programming: Group
– Mix & Match – Outcomes, programming, & budgets
Tools: Individual
– Build a homepage

54. Example: Tool Exercise

55. CMPP Customers Will Be Able To:
1. Write a comprehensive community strategy
2. Develop a content & program plan aligned with their goals and
budget
3. Understand the role of influencers
4. Address common community management scenarios
5. Understand legal hurdles and draft a corporate social media
policy consistent with business goals and cultural
requirements
6. Identify and track the metrics that matter from the start
7. Better understand and assess the Acquia features that will
drive business results

56. Why Drupal as a community platform?
Powerful CMS
Rapid deployment, speed to market
Content creation, organization and discovery
Social Networks
Community Forums & thread discussions
Ratings & votings
Single & Multi user blogs
Best platform for growth – start small
© 2009 Acquia, Inc. All rights reserved.

57. JackBe Developer Community
http://www.jackbe.com/enterprise-mashup/
© 2009 Acquia, Inc. All rights reserved.

58. Intuit QuickBase
http://quickbase.intuit.com/developer/articles
© 2009 Acquia, Inc. All rights reserved.

59. Greenopolis
http://greenopolis.com/
© 2009 Acquia, Inc. All rights reserved.

60. Novell Communities
http://www.novell.com/communities/
© 2009 Acquia, Inc. All rights reserved.

61. Nvidia Tegra Developer Zone
http://tegradeveloper.nvidia.com/tegra/
© 2009 Acquia, Inc. All rights reserved.

62. Atom Developer Community
http://appdeveloper.intel.com/en-us/
© 2009 Acquia, Inc. All rights reserved.

63. Symantec
http://www.symantec.com/connect/
© 2009 Acquia, Inc. All rights reserved.

64. Acquia is Your Drupal Guide
© 2009 Acquia, Inc. All rights reserved.

65. Do you love working with Drupal?
If so, Acquia is hiring:
– Engineering & design
– Client advisors and consulting
– Inside sales
Check out openings at
http://acquia.com/careers
© 2009 Acquia, Inc. All rights reserved.

66. Questions
For more information, visit:
– http://acquia.com
– http://twitter.com/acquia
– http://community-roundtable.com
– http://twitter.com/TheCR
Contact us:
– sales@acquia.com
– 888.9.ACQUIA Recording of today’s event and slides
will be posted at:
– rachel@community-roundtable.com http://acquia.com/community/resources/
– @rhappe / @TheCR recorded_webinars
– Rachel: 617-271-4574
Sign up for a free 30-day Acquia Network Trial
– http://acquia.com/trial
© 2009 Acquia, Inc. All rights reserved.