Community = Engagement + Strategy
Technologies Don’t Change Companies. People Do.
Ayelet Baron Chief Ins2gator
h4p://ayeletbaron.com Twi4er: @ayeletb
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/
Customers
Types of Communities: Know What You’re 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 don’t 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
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
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
We are living in the age of abundance and distraction
How do you earn and maintain attention?
Don’t get lost in the noise
Who Do You Engage?
Segmenting Users
Interest
Enga
gem
ent
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
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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
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
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Journey to Collaboration
One-Way Communication Collaboration
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