A Vision for the Networked Organization!communityroundtable.com | @TheCR | May 2014!
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The technology is here
But our work culture hasn’t changed
Source: h*p://www./me.com//me/interac/ve/0,31813,2048601,00.html
The pace of technology will only get faster…
Technology Currents • Social media • Mobile • Big data • Pace of technology
Social Currents • Economic insecurity • Poli/cal polariza/on • Demographic shiMs • Anxiety/Retrenchment
…and is ushering in a perfect storm of change
Source: h*p://pandasthumb.org/archives/2006/09/fun-‐with-‐homini-‐1.html
While human performance is not improving
http://www.flickr.com/photos/zachdurland/445877994/
Creating cognitive shock
We crave what we know
HOW DO WE EVOLVE?!
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1 2 3
The Power of Habit, Charles Duhigg
State of Community Management Key Findings!
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Community management maturity delivers business value
Executive participation impacts success
Advocacy programs increase engagement
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Community
A group of people with unique shared values, behaviors, and artifacts !
Communities speed information transfer. !
More importantly, they develop shared ownership and commitment.!
Communities maximize investments.
Communities scale only when they focus on relationships!
Content Network! Community!
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Measurable but not immediate!
Time!
Retu
rn!
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Measurable but not immediate!
Time!
Retu
rn!
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Measurable but not immediate!
Time!
Retu
rn!
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Measurable but not immediate!
Time!
Retu
rn!
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Communities mature and change!Im
pact!
Phase 1 Hierarchy!
Phase 2 Emergent
Community!
Phase 3 Community!
Phase 4 Networke
d!
Pull!
Grow!
Transform!
Behavior Change!
Time!31!
START A COMMUNITY!
Bottom Line Impact: Access to communities & networks improve efficiency and quality Process Element Type of Community Metric
Research & Discovery Market Network, Communi/es of prac/ce, Customer communi/es, Partner communi/es
Quality - Be*er inputs - Be*er alignment with markets Produc/vity -‐ Faster /me to answer/insight
Work Team networks, Func/onal communi/es
Produc/vity - Reduced mee/ngs - Micro-‐mentoring - Alignment - Issue resolu/on
Data Analysis Team networks, Func/onal communi/es, Communi/es of prac/ce, Customer communi/es, Partner communi/es
Produc/vity - Shared ownership of analysis - Broad buy-‐in of issues & framing - Faster awareness and buy-‐in for analysis
Content Development Team networks, customer communi/es
Produc/vity - Ongoing alignment as content is development - Less wasted work
Stakeholder Review Team networks, Communi/es of peers/prac/ces
Produc/vity - Transparent decision-‐making process - Be*er sensing of poten/al responses (crisis
management) - Shared ownership of decision
Communica/on of Informa/on & Decisions
Func/onal communi/es, Communi/es of prac/ce, Customer communi/es, Partner communi/es, organiza/on-‐wide networks
Produc/vity - Alignment & shared situa/onal awareness
Quality - -‐ Be*er understanding of reac/ons (crisis
management)
Top Line Impact: Communities Help Accelerate Innovation Process Element Type of Community Metric
Fla*en Access to Knowledge
Communi/es of Prac/ce, Func/onal communi/es, customer communi/es
Reduced Time to Innovate -‐ Quickly gather exis/ng exper/se -‐ Understand accurate state of development
Improved Quality -‐ Add to exis/ng knowledge rather than replica/ng
Reduced Waste & Duplica/on -‐ Know what the organiza/on knows
Tacit Opportuni/es Market Network, Communi/es of prac/ce, Customer communi/es, Partner communi/es
Innova/on Quality & Demand -‐ Ability to understand issues before they are
ar/culated Innova/on Cycle Time -‐ Solve problems in step with demand forma/on, not sequen/ally
Customer led Crea/on and Co-‐Crea/on
Customer communi/es, Partner communi/es
Innova/on Extension - Fills roadmap gaps - Reduces investment in high risk projects
Demand Genera/on -‐ Develops customer advocates
Listening & Watching Market networks, Func/onal communi/es, Communi/es of prac/ce, Customer communi/es, Partner communi/es
Alignment & Revenue Growth - Align products and communica/ons with exis/ng conversa/on and language which improves relevancy and adop/on
Crisis Management
And creates the social environment that normalizes behavior change!
• Information Seeking
• Content Management
• Collaborative Analysis and Decision-Making
• Co-creation of content
• Work Synchronization
• Stakeholder review
• Communication of decisions or outputs
When a member wants to ___________________________
they will use the community to __________________________,
instead of __________________
__________________________.
Get updates from an entire team
Collect issues and updates
having a team meeting
Make a purchasing decision
Share the proposal & get feedback
Sending an email.
From the organiza/on for the organiza/on
Projects & Teams
(Prac<ce)
Types of Communities!
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From employees
for the organiza/on
Experts & Professions (Exper<se)
From employees for employees
Personal Networks (Interest)
From the organiza/on for employees
Ini<a<ves & organiza<onal
units (Engagement)
! Focus: Collaboration
! Goals: Business objectives, process integration
Dr. Chee Chin Liew & Marlene Wolf, BASF SE – connect.BASF: Creating Chemistry with an Online Business Network – May 2, 2013
! Focus: Internal Communication
! Goals: Feedback, transparency
! Focus: Knowledge sharing
! Goals: Problem solving, recognition as expert
! Focus: Networking
! Goals: Strengthen weak /es, build trust
Business goals determine ideal size for a community!
Communities!
Size!Density of Relationships!
Solve! Collaborate! Inspire! Inform!
Connect! Solicit Input!
Complexity of Desired Outcome!
Compromise! Discover!
Find!
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Understand your target member
Communities enable shared purpose!
Business Objectives
Member Objectives
Shared Purpose
Communities can fit into knowledge workflows in a variety of ways
Informa/on & Data Inputs
Consolida/on Analysis Report Stakeholder Review
Go/No Go Decision
Social Listening Data from Network
Discussion of key
points in Community of Prac/ce
Discussion of key
points in Func/onal Community
Decision Posted to Network
Facilitated Discussion in Communi/es
Wri*en together with work group
BUILDING A COMMUNITY!
Attract new members by providing value
Identify barn raisers
h*p://www.flickr.com/photos/donshall/1143987002/
Welcome New Members
Example: Welcome Private Message!
Dear Christopher –!Thank you for joining the Product Managers Zoo – a community of practice intended to help you develop your skills, find expertise and discover resources to make your job easier.!Your first stop should be the community welcome wagon where you can learn more about how to best use the community and meet other community members.!To make the most out of your membership, please:!1. Make sure you have a profile picture (we want to see your
face!)!2. Say hello in the ‘Introduce yourself’ thread!3. Extra credit: Share your most recent product management
success – little or big!!Please let me know if you have any questions or would like any introductions. My primary role as community manager is to help you make connections with people or content that will help you to be successful.!Cheers –!Michael!
1: Personalize
2. Provide Context
3. Give Instruction
4. Be Friendly & Human
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Be Present
Faceless members make it difficult to establish empathy and trust – and engagement
Faces Are Critical!
Build an active home page
Build an Active Home Page!
Schedule
h*p://www.flickr.com/photos/vidiot/61484953/
Keep a regular schedule
Example: Community Programming!
h*p://www.flickr.com/photos/strandloper/1385105547/
Define the rules
Examples: Community Guidelines!
Define what kind of engagement you need
Valuable Engagement Advances…!
Relationships
Trust & Reputation Expertise or
Skills
Solutions!
The best engagement connects and inspires change.
Combine motivators, abilities and triggers for optimal engagement
Recipe Name: Best Prof
ile Competition
Motivators: !
• Recognition
• Competition
• Peer Pressure
Tools to Increase Ab
ility: !
• Webcast demo
• Professional photograph
er
• Call for nominations
• Poll
Triggers: !
• Announcements & Updates
• Deadlines
• Highlighted peer examples
TheCR
START WITH THE END IN MIND!
How to start the flywheel: 1. Slow and steady 2. Get a posse 3. Be the change
By flattening information and enabling shared purpose, communities accelerate alignment with markets!
Co-Development Community!
Support Community!
Customer Advocate!
Community!
Marketing Community!
Partner!Community!
Your Market!
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Core operations!
Ecosystem Management
(CEO)
Infrastructure (CIO)
Policies and Governance
(HR)
Subject Ma*er Experts/Coaches
(CTO)
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Mission: Advance the Business of Community!1. Champion: Advocate for the needs of community business owners & teams!
2. Educate: Provide training solutions to community & social business leaders!
3. Curate: Aggregate, document & share community management best practices!
Member Organizations & Clients!
Services!TheCR Network | TheCR Advisory | TheCR Research | TheCR Training!
Rachel Happe!Principal & Co-Founder!
@rhappe!
Jim Storer!Principal & Co-Founder!
@jimstorer!
Leadership!
About The Community Roundtable!