community = strategy + engagement

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Technologies Don’t Change Companies. People Do.

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  • Community = Engagement + Strategy Technologies Dont Change Companies. People Do. Ayelet Baron Chief Ins2gator h4p://ayeletbaron.com Twi4er: @ayeletb
  • Late 14c., from Old French comunit , 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/
  • Customers Types of Communities: Know What Youre Building Internal Consumers Members Partners Employee
  • 8 Collaboration Principles
  • Clear Directly Goals Linked to Your Business Purpose #1
  • Strategy before tools and technology#2
  • Technologies dont change companies, people do#3
  • Lead by example. Share stories#4
  • Experiment and get feedback#5
  • Facilitate Shared Interest#6
  • Keep looking for new ways to connect people #7
  • Measure what matters and communicate progress#8
  • ROI Business Strategy Another Tool Tool Define Your Strategy and Connect the Dots Innovation Adoption
  • 1 2 3 Whatisthebusinesspurposeyourcommunity? A successful community meets the needs of both the business and the community members
  • Community Roadmap Strategy and Purpose Collabora2ve Leadership Approach Ac2ve Culture Communica2on Dened Roles and Responsibili2es Community Management Process Integra2on Flexible Governance and Policies Metrics Dashboard Ac2ve Engagement Business Results Communica2on
  • We are living in the age of abundance and distraction
  • How do you earn and maintain attention? Dont get lost in the noise
  • Who Do You Engage?
  • Segmenting Users Interest Engagement Understand Needs Keep Informed Keep Engaged Build Strategic Relationships and Invest
  • Community Culture How it Gets Done Non- Hierarchical Facilitated Results-Driven Aligned with Business Needs Integrated into Processes
  • Understanding the Community Profile Lurkers Contributors Power Contributors Not Ac2ve Community Managers Storytellers/ Trail Blazers
  • 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
  • Trust: In a world where knowledge becomes obsolete faster than ever before, holding on to informa2on isnt the compe22ve advantage sharing and learning is. However, sharing especially sharing tacit knowledge only happens when theres 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 (whats 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 cant just tell people to create stu 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 nd answers to what they know they dont know but also, discover something (or someone) that they dont know they dont 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 MagicofCommunities
  • Connect the Dots
  • 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
  • Journey to Collaboration One-Way Communication Collaboration 1 2 3

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