navigating the opportunity and challenges of online communities
Post on 22-Oct-2014
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A Social Business Discussion to Understand the Most Critical Moments in the Online Community Lifecycle. See the full webinar video at http://info.socious.com/webinar-opportunity-challenges-online-community/TRANSCRIPT
The Opportunity and Challenges of
Online Communities
A Social Business Discussion to Understand the Most Critical Moments in
the Online Community Lifecycle
Serious Online Community Software
House Keeping
Tech Check
Ask Questions in the Q&A Panel
We ARE Recording!
Twitter @SociousSoftware
@TheCR
Speakers
Rachel Happe The Community Roundtable
Background: PRTM, IDe, Bitpass, IDC,
Mzinga
Skills: Facilitation, Communication, Analysis,
Management, Coaching, Content Creation
Domain Expertise: Internet Trends, Social
Media, Communities, New Product
Development
Victor Bohnert
SmithBucklin Corporation
Background: VMware User Group,
International Avaya Users Group
Skills: Strategic Planning, Communication,
Association Management, Board Development
Domain Expertise: Technology, User Groups,
Organizational Turnaround, New Community
Creation
Community
A group of people with unique shared values,
behaviors, and artifacts
@SociousSoftware | @TheCR
Community is NOT
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@SociousSoftware | @TheCR
Community IS
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@SociousSoftware | @TheCR
Measurable But Not Immediate
Investment
Retu
rn
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Communities Mature & Change
Time
Impact
Phase 1 –
Strong
Hierarchy
Phase 2 –
Emergent
Community
Phase 3 –
Community
Phase 2 –
Networked
@SociousSoftware | @TheCR
Community Maturity Model TM
Stage 1 – Hierarchy
Opportunities
• Lots of examples of other
organizations using a
community approach well
• Frustration with siloed
information & decision making
bottlenecks
• Focus on streamlining
customer experience
• Motivation to change, both by
individuals and management
Challenges
• Lack of common framework or
language around approach
• Cultural & leadership issues
that inhibit change or
experimentation
• Lack of understanding of what
is realistic
• Likelihood that some
experimentation will falter or
fail
FOCUS: Strategy & Culture
2011
“Mash Up”
• Passive involvement
• Lack of consistency/direction
• Informal
• No connection with other IAUG
offerings
• Redundancy
.
@SociousSoftware | @TheCR
Stage 2 – Emergent Community
Opportunities
• Participants are excited by
initial successes
• Some individuals can ‘see’ the
future state and they become
evangelists
• More people are aware of the
new model and tools
• Business value is becoming
better understood
Challenges
• Impatience to see hard
evidence and ROI at scale
• Inconsistent or unarticulated
expectations of initiatives and
resources assigned to them
• Policies are not clear,
participants are confused
• Lack of governance can create
internal power struggles
FOCUS: Policies, Tools & Content
2011 2012
“Mash Up”
• Passive involvement
• Lack of consistency/direction
• Informal
• No connection with rest of org
• Redundancy
.
Strategic Focus
• Active engagement
• Consistent experience
• Structured
• Integration across IAUG
• Distinct roles
.
• Stakeholder engagement
• Solid structure
.
• Defined roles
• Lifecycle management
.
Critical Success Factors
• Clear objectives
• Communications
.
Stage 3 – Community
Opportunities
• Community is producing
desired outcomes
• There is a network of
advocates that help with
support and communications
• Employees, functional leaders
& customers understand the
role of the community
Challenges
• Community management de-
prioritized because community
is ‘successful’
• Community is still separate
from core business operations
& measurement
• Management understanding
concentrated with too few
individuals
FOCUS: Community Management & Measurement
PROS
• Diverse communities
• Active participation
• Strong stakeholder buy-in
• Network of advocates
• High-value content
.
Areas of Focus
• Lifecycle management
• Synch with member feedback
• Integration with VMUG offerings
• Flexibility
• Social networking strategy
.
@SociousSoftware | @TheCR
Stage 4 – Networked
Opportunities
• Networked business structure
enables organization to be the
‘market maker’ for their
industry
• Partners get a high percentage
of their revenue through
community activities
• Company has early warning
indicators for all market activity
Challenges
• Requires strategic, long-range
vision of top executives
• Organization can be controlled
by its community without
strong community
management
• Tone of engagement becomes
critical as community gains
power
FOCUS: Leadership
Evaluate/Measure
Build
Plan/Integrate Launch/Support
• Cultivation of topics/leaders
• Integration with other offerings
• Drive value/credibility
• Long-range planning
.
Community Maturity Model TM
Thank You
Download Our Latest Reports:
The State of Community Management http://www.community-roundtable.com/socm-2011
33 Reasons Why Online Communities Fail & How to Avoid Them
http://info.socious.com/33Reasons
@SociousSoftware | @TheCR
Serious Online Community Software