introNetworks Webinar Series

”The Community Maturity Model” Conversation with

Rachel HappeThursday, October 15th, 9 am Pacific

Sponsored by introNetworks‘We transform businesses

With smart social networks’

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Driving Success - 8 Competencies to Socializing Your Organization

Rachel Happe

Who I am

Rachel Happe

The Community Roundtable@rhappe and @TheCR

Background: PRTM, IDe, Bitpass, IDC, Mzinga

Skills: Analysis, Management, Operational Strategy, Facilitation, Communication, Community Strategy, Coaching

Domain Expertise: Internet trends, Social Media, Communities, Market Analysis, New Product Development

Interests: People, Cooking, Sailing, Hiking, Maine

http://www.flickr.com/photos/dey/2918626312/

The Market is Changing… How Will Organizations Change?

The Market is Changing… How Will Organizations Change?

@introNetworks @rhappe @TheCR

Community Maturity Model TM

1. STRATEGY

@introNetworks @rhappe @TheCR

You Need An Engaged Network

Having a passive constituent base is no longer enough

http://www.flickr.com/photos/luc/1804295568/

Alignment

http://www.flickr.com/photos/73937087@N00/422507353/

Expectations – Reality = Satisfaction

@introNetworks @rhappe @TheCR

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

2. LEADERSHIP

@introNetworks @rhappe @TheCR

Be Transparenthttp://www.flickr.com/photos/22971881@N02/3104553057/in/set-72157611215947198/

Be AuthenticPhoto by T.McEnroe

Be Modest

Distributed

http://www.flickr.com/photos/mclxi/388392114/

Lead from the Back

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

3. CULTURE

@introNetworks @rhappe @TheCR

Tonehttp://www.flickr.com/photos/jspad/142160659/

Informed

Communication Modehttp://www.flickr.com/photos/kiwanja/3169447879/

Powerful

Feeling of Power/Controlhttp://www.flickr.com/photos/gargi/2483623130/

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

4. COMMUNITY MANAGEMENT

@introNetworks @rhappe @TheCR

Who Are Your Cheeseheads?

http://www.flickr.com/photos/sheila_steele/161726592/

Bring Catnip

Ride The Waveshttp://www.flickr.com/photos/tk_five_0/2279894817/

http://www.flickr.com/photos/jfchenier/2409726404/

Don’t Ignore

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

• Don’t ignore problems – address immediately even if you don’t have the answer

5. CONTENT & PROGRAMMING

@introNetworks @rhappe @TheCR

http://www.flickr.com/photos/pandemia/1286794844/

Be Notable

Schedule

http://www.flickr.com/photos/vidiot/61484953/

Keep A Regular Schedule

Text

http://www.flickr.com/photos/cecilanne_r-s/3541646602/

Be Multi-Modal

Image

http://www.flickr.com/photos/mfakheri/2815755503/

Be Valuable

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

6. POLICY & GOVERNANCE

@introNetworks @rhappe @TheCR

Have Ruleshttp://www.flickr.com/photos/strandloper/1385105547/

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

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

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

7. TOOLS

@introNetworks @rhappe @TheCR

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

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?

8. METRICS & MEASUREMENT

@introNetworks @rhappe @TheCR

http://www.flickr.com/photos/aussiegall/286709039/Measure

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

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?

• Don’t forget your common sense. Measurement is one guide post to good decision making, not the sole factor.

Resource: http://www.thesocialorganization.com/social-media-metrics.html

Community Maturity Model TM

Thank You

@rhappe & @TheCR

rachel@community-roundtable.com

www.community-roundtable.com

Special GuestAuthor Jono Bacon

The Art of CommunityBuilding the New Age of Participation

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