navigating the opportunity and challenges of online communities

21
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

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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/

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Page 1: Navigating the Opportunity and Challenges of Online Communities

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

Page 2: Navigating the Opportunity and Challenges of Online Communities

House Keeping

Tech Check

Ask Questions in the Q&A Panel

We ARE Recording!

Twitter @SociousSoftware

@TheCR

Page 3: Navigating the Opportunity and Challenges of Online Communities

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

Page 4: Navigating the Opportunity and Challenges of Online Communities

Community

A group of people with unique shared values,

behaviors, and artifacts

@SociousSoftware | @TheCR

Page 5: Navigating the Opportunity and Challenges of Online Communities

Community is NOT

@SociousSoftware | @TheCR

Page 6: Navigating the Opportunity and Challenges of Online Communities

@SociousSoftware | @TheCR

Page 7: Navigating the Opportunity and Challenges of Online Communities

Community IS

@SociousSoftware | @TheCR

Page 8: Navigating the Opportunity and Challenges of Online Communities

@SociousSoftware | @TheCR

Page 9: Navigating the Opportunity and Challenges of Online Communities

Measurable But Not Immediate

Investment

Retu

rn

@SociousSoftware | @TheCR

Page 10: Navigating the Opportunity and Challenges of Online Communities

Communities Mature & Change

Time

Impact

Phase 1 –

Strong

Hierarchy

Phase 2 –

Emergent

Community

Phase 3 –

Community

Phase 2 –

Networked

@SociousSoftware | @TheCR

Page 11: Navigating the Opportunity and Challenges of Online Communities

Community Maturity Model TM

Page 12: Navigating the Opportunity and Challenges of Online Communities

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

Page 13: Navigating the Opportunity and Challenges of Online Communities

2011

“Mash Up”

• Passive involvement

• Lack of consistency/direction

• Informal

• No connection with other IAUG

offerings

• Redundancy

.

@SociousSoftware | @TheCR

Page 14: Navigating the Opportunity and Challenges of Online Communities

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

Page 15: Navigating the Opportunity and Challenges of Online Communities

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

.

Page 16: Navigating the Opportunity and Challenges of Online Communities

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

Page 17: Navigating the Opportunity and Challenges of Online Communities

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

Page 18: Navigating the Opportunity and Challenges of Online Communities

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

Page 19: Navigating the Opportunity and Challenges of Online Communities

Evaluate/Measure

Build

Plan/Integrate Launch/Support

• Cultivation of topics/leaders

• Integration with other offerings

• Drive value/credibility

• Long-range planning

.

Page 20: Navigating the Opportunity and Challenges of Online Communities

Community Maturity Model TM

Page 21: Navigating the Opportunity and Challenges of Online Communities

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