What Lies At The Cutting Edge Of Communities? - Dion Hinchcliffe
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As the uses of online community continue to spread, we've come a long way in two decades while learning a great deal, including establishing the role of community management and maturation of the techniques and platforms. Yet the practice is still rapidly evolving today. New techniques and lessons are being discovered and it's becoming clearer what the next steps in community will be. Using cutting-edge examples form top organizations, the latest lessons of the last few years will be explored. From this, a synthesis of where community is going will be presented for discussion.
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What Lies At The Cutting Edge Of Communities? - Dion Hinchcliffe
- 5. ‹#›Confidential But We Now Know (Most Of) The Key Success Factors Community Management & Moderation • Content Management • Activation & Adoption • Engagement & Incentives • Advocacy plan • Training & Support Proactive Communication • Awareness & Desire • Education – What’s in it for me? Business Value & Strategy • Community Objectives • Business Goals • Measurement Framework • Governance Bottom Line: Well-activated communities drive meaningful business results. Organizational Engagement • Executive Sponsorship • Buy-In With Business Teams • Sufficient Staff and Resources
- 6. ‹#›Confidential Answered Questions New per month 00 450 900 1,350 1,800 new questi new respon new helpfu new correc • Total Users: All system users who have not been disabled. • Active Users: Users who have viewed at least one item in the previous 30 days. • Participating Users: Users who have commented, liked, rated/ voted, edited, or created content in the past 30 days. • Contributing Users: Users who have created new content in the previous 30 days Community Vitality ••Impact metrics: reach, sentiment ••Online connections •• # of Questions/Supporting Documents ••Process change / consistency Community/Use Case Objectives Indicator of: •• Process Effectiveness •• Productivity / Efficiency •• Transparency / Synergy / Goal Alignment •• Customer Engagement Business Objectives Indicator of: Community Success Measures Are Maturing
- 7. ‹#›Confidential Community Managers Are Now Enabling New Types of Work
- 8. ‹#›Confidential Reinventing Core Business Processes ▪ Using the power of community platforms to fundamentally rethink traditional business practices ▪ Make them faster ▪ More transparent ▪ Producing richer, multiple outcomes ▪ More resilient to exceptions ▪ Self-documenting ▪ Scalable …BASF as well
- 9. ‹#›Confidential Community Becoming the Vehicle for Change
- 10. ‹#›Confidential Community Become the Organizing Principle for Digital Experience
- 14. ‹#›Confidential Thriving with Community Advocacy and Leadership Programs ▪ Community advocacy and leadership programs correlate strongly to higher overall community maturity levels ▪ In particular, formal programs have been measured to correlate with improvements in key community success metrics: ▪ The number of full-time community managers ▪ The ability to measure value ▪ Higher levels of executive participation ▪ Higher levels of product team and subject matter participation ▪ More user-generated content ▪ Higher levels of conversation vs. content sharing ▪ More robust community tools Community Proponents & Leaders Formal Program with Activities Aimed at High Value Engagement
- 15. ‹#›Confidential Top Three Lessons from Community Advocacy Programs ▪ When building a community advocacy or leadership program, avoid over- governing the program with too many policies at the beginning. ▪ Communicate from the onset of the program the plan to leverage your advocates. ▪ Ensure the organization elicits the feedback of the top advocates in the creation of the program.
- 16. ‹#›Confidential HR Has Discovered Community ▪ For employee engagement ▪ For hiring and recruiting ▪ For retention ▪ For learning ▪ For knowledge capture ▪ But are badly behind on the experience and knowledge curve ▪ And are now drawing upon community managers
- 18. ‹#› Workforce engagement is the challenge The Community Opportunity In most companies, the majority of employees are not well engaged
- 21. ‹#›Confidential Common Industry Benchmarks @TheCR’s Full Strength Community Management Benchmark Streamlined Community Engagement Benchmark by 7Summits’ Heather Ausmus
- 22. ‹#›Confidential Community Management Team Structure Maturing Community Director Community Strategist Community Manager Community Moderator Community Application Specialist Chief Community Officer (CCO) Low Medium High Maturity Future Maturity Level
- 23. ‹#›Confidential Right Sizing Community Manager Teams
- 24. ‹#›Confidential Fitting the Pieces Together community frameworkmaturity platform internal community hybrid community external community advocates distributed community • Curation • Monitoring • Research • Planning • Measuring • Engaging • Managing • Moderating • Facilitating • Research community managers * * * = new areas of leadership #e20
- 25. ‹#› Marketing Sales Customer Care Community Processes Social Stakeholders Goals & Requirements Community Knowledge Base Community Technology Foundation • Stakeholder support • Listening/dispatch/reporting • Community management • Education/training • Governance • Crisis coordination • CoE staff • Project leads • Solution managers • #cmgrs • Internal customers • Executives • Business partners • Performance improvement • Consistency • Efficiency • Oversight • Risk management • ROI tracking Lines of Business HR Legal Compliance Corp. Comm Product Dev. • Best practices & lessons • Playbooks • Support cases/fixes • Training materials • Policy framework • Content directory drives creates uses conducts Other Support Units • External social media • Internal social platforms • Listening • Content management • ESN(s) • Analytics • Compliance • Identity management • Standards & architecture } Business Units Reaching Maturity: The Social Media Center of Excellence by Dion Hinchcliffe and David Mastronardi coordinated action on the edge The Rise of the Social CoE
- 26. ‹#›
- 27. ‹#›Confidential Next-Gen Case Example: Beyond the Social CoE The Network of Excellence
- 28. ‹#› Network of Excellence for Social/Community ▪ Empowers everyone, not just those in the center of excellence ▪ Actively enlists change agents to use community approaches to meet business objectives ▪ Provides tools, resources, best practices, and playbooks to be shared with all ▪ Provides reference models and technologies ▪ But does not require one size fits all ▪ Pools collective resources of the entire organizations ▪ Uses online community to operate and spread the network ▪ Scales better and does not backlog like the old CoE
- 29. ‹#›Confidential Measuring the Business Value of Community
- 30. ‹#›Confidential Proof of the Value of CM
- 31. ‹#›Confidential And Becoming a Top Executive Role Bosch lets CM’s proceed to level 18, same as C-level
- 35. ‹#› What To Do About All These Trends in CM? ▪ Community management is becoming a strategic part of business ▪ The role is maturing and becoming elevated ▪ Think about how far along this progression you want to go on ▪ And help lead it ▪ Organization for community is becoming sophisticated ▪ Help your org head down the path ▪ This means education about community is now more vital that ever ▪ As community becomes ver more embedded in vital business processes ▪ Think about the vital new possibilities that the emerging edge of community enables ▪ Develop knowledge and skills to realize them ▪ Most important: Enjoy changing the world!