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Community = Strategy + Engagement

Date post: 11-Aug-2014
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Technologies Don’t Change Companies. People Do.
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Community = Engagement + Strategy Technologies Don’t Change Companies. People Do. Ayelet Baron Chief Ins2gator h4p://ayeletbaron.com Twi4er: @ayeletb
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Page 1: Community = Strategy + Engagement

Community = Engagement + Strategy

Technologies Don’t Change Companies. People Do.

Ayelet  Baron  Chief  Ins2gator  

h4p://ayeletbaron.com  Twi4er:  @ayeletb  

 

Page 2: Community = Strategy + Engagement

 Late  14c.,  from  Old  French  comunité  ,  a  group  of  people  with  unique  shared  

values,  common  interests  and  goals  

What is A Community?

 

“Community  is  what  we  share  together,  what  we  change  together.  The  common  place  of  meaning.    

What  we  think  together,  what  we  create  together.  The  meaning  we  gather  together  to  for2fy  the  

commons.”    Source:  h@p://www.technologyofcommunity.net/the-­‐etymology-­‐of-­‐community/  

Page 3: Community = Strategy + Engagement

Customers  

Types of Communities: Know What You’re Building

Internal  

Consumers  

Members  Partners  

Employee  

Page 4: Community = Strategy + Engagement

8 Collaboration Principles

Page 5: Community = Strategy + Engagement

Clear

Directly

Goals Linked

to

Your Business Purpose

#1

Page 6: Community = Strategy + Engagement

Strategy before tools and technology #2

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Technologies don’t change companies, people do #3

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Lead by example. Share stories #4

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Experiment and get feedback #5

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Facilitate Shared Interest #6

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Keep looking for new ways to connect people #7

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Measure what matters and communicate progress #8

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ROI

Business Strategy

Another Tool

Tool

Define Your Strategy and Connect the Dots

Innovation Adoption

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1  

2  

3  

Wha

t is t

he b

usin

ess p

urpo

se y

our c

omm

unity

?

A  successful  community  meets  the  needs  of  both  the  business  and  the  community  members  

Page 16: Community = Strategy + Engagement

Community Roadmap

Strategy  and  Purpose  Collabora2ve  Leadership  Approach  Ac2ve  Culture  Communica2on  

Defined  Roles  and  Responsibili2es  Community  Management  

Process  Integra2on  Flexible  Governance  and  Policies  Metrics  Dashboard  

Ac2ve  Engagement  Business  Results  Communica2on  

Page 17: Community = Strategy + Engagement

We are living in the age of abundance and distraction

Page 18: Community = Strategy + Engagement

How do you earn and maintain attention?

Don’t get lost in the noise

Page 19: Community = Strategy + Engagement

Who Do You Engage?

Page 20: Community = Strategy + Engagement

Segmenting Users

Interest

Enga

gem

ent

Understand Needs Keep Informed

Keep Engaged Build

Strategic Relationships

and Invest

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Community Culture

How it Gets Done

Non-Hierarchical

Facilitated

Results-Driven

Aligned with Business Needs

Integrated into

Processes

Page 24: Community = Strategy + Engagement

Understanding the Community Profile

Lurkers  

Contributors            Power  Contributors  

Not  Ac2ve  

Community  Managers  

Storytellers/  Trail  Blazers  

Page 25: Community = Strategy + Engagement

ONLINE COMMUNITIES CAN BE A PUZZLE

UNTIL YOU REMEMBER THEY ARE ALL HUMAN

AND STOP TRYING TO CONTROL THEM

www.spy.org.es/upload/actuacion/imagen-35.jpg

Page 26: Community = Strategy + Engagement

Trust:  In  a  world  where  knowledge  becomes  obsolete  faster  than  ever  before,  holding  on  to  informa2on  isn’t  the  compe22ve  advantage  –  sharing  and  learning  is.  However,  sharing  –  especially  sharing  tacit  knowledge  –  only  happens  when  there’s  deep  trust  between  people  

Shared  purpose:  Individuals  brought  together  in  a  community  must  have  a  common  set  of  beliefs  and  goals.  Why  are  they  in  this  community?  How  can  the  community  help  them  meet  their  personal  

and  professional  goals?    A  good  community  manager  will  design  the  community  to  enable  connec2on  based  on  a  shared  purpose.    

WIIFM  (what’s  in  it  for  me?):  A  community  is  a  healthy  ecosystem  of  consuming  and  contribu2ng  –  readers  (a  nicer  way  of  saying  “lurkers”)  and  contributors.  There  has  to  be  great  content  to  consume  and  people  to  create  this  great  content.  People  are  inherently  self-­‐interested,  and  will  contribute  to  a  shared  space  when  the  value  they  receive  is  greater  than  what  they  put  in.  You  can’t  just  tell  people  to  create  stuff  –  but  a  good  community  manager  designs  around  members’  WIIFMs.  

Shared  ownership:  To  ac2vely  contribute  to  a  community,  people  must  also  feel  like  they  own  a  part  of  it.  A  good  community  manager  knows  how  to  design  and  build  community  with  the  community  

from  the  very  beginning  and  to  uphold  these  collabora2ve  standards.  

Planned  serendipity:  A  community  is  magic  because  it  helps  people  not  only  find  answers  to  what  they  know  they  don’t  know  –  but  also,  discover  something  (or  someone)  that  they  don’t  know  they  don’t  know.  Serendipity  is  a  powerful  concept,  and  is  where  good  ideas  come  from.  The  community  manager  will  design  the  condi2ons  for  people  to  serendipitously  discover  people  and  content.  

Source:  Maria  Ogneva  h4p://blogs.salesforce.com/company/2013/07/invest-­‐in-­‐community-­‐management.html  M

agic

of C

omm

uniti

es

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Connect the Dots

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What Can Be Measured

Behavior  Change   Goals  Achievement  

•  Level  of  engagement  

(commitment  curve)  

•  Level  of  contribuLon  

•  Inspiring  acLon  (Do  more.  

Do  less)  

•  Economic  success  

•  Speed  to  market  

•  Business  growth  

•  Increasing  reputaLon  

•  ROI  

www.spy.org.es/upload/actuacion/imagen-35.jpg

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Journey to Collaboration

One-Way Communication Collaboration

1 2 3

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