Built to Belong: The Community Invest Trends of Top Organizations 2020

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This document summarizes the key findings of a report on community investment trends among top organizations from 2017-2019. It found that 53% of Fortune 50 companies and billion dollar clubs have dedicated community programs, with community relations being the most common type. By region, North America had the most programs while technology and finance industries also had high rates. It identified pitfalls like treating community as branding or CSR instead of a strategic asset. The document advocates for aligning community work to business needs, listening to communities, cross-departmental education, and seeking new growth opportunities.

Business

Built to Belong: The
Community Investment
Trends of Top
Organizations
Carrie Melissa Jones,
Gather Community Consulting
@workwithgather @caremjo
NOV2019

3
Today’s
Talk
Methodology01
02
03
04
Trend Report
Pitfalls
05
Macro-Trends
Where Do We Go
From Here?

5
01 Wall Street Journal Billion
Dollar Club (2017-2019)
Fortune Global 50
(2017-2019)
Data
02
Data collected from 2017
until Q1 2019

6
The top 100
companies:
64% North American
36% Asian
18% European
Data Snapshot:
Region

7
The top 100 companies:
24% Consumer Internet
21% Technology
16% Finance
Other industries represented:
auto, chemicals, retail,
telecommunication
Data Snapshot:
Industry

8
The top 100
companies:
5% less than 5 years
23% 5-9.9 years
22% 10-19.9 years
50% 20+ years
Data Snapshot:
Age

9
Total revenues and
valuations of top
100 companies:
$9.635 Trillion
Snapshot:
Revenue

Community
Investment
Criteria
Do they employ a Community
Manager?
Do they have a dedicated
program?
01
02

Community
Investment
Criteria
Do they employ a Community
Manager?
Do they have a dedicated
program?
What type(s) of community
program(s) do they have?
Among those companies,
what is their age, region, and
industry?
01
02

14
State of Community Investment
Percentage of Top Companies with Community Programs
2018 Fortune 50
60%
53% 53%
2019 Billion Dollar Club Left Billion Dollar
Club 2018-2019

15
Community Relations Predominates Fortune 50
Percent of Fortune 50 Companies with Community Programs
That Are Focused on Community Relations
47%

Communities drive
value.
W E K N O W. . .

21
By Region
Percent of All Companies with Community Programs by Region

22
By Age
Percent of All Companies with Community Programs by Age

23
By Industry
Percent of All Companies with Community Programs by
Industry
Technology Automobile
67% 64%
44%
FinanceConsumer Internet
58%

24
Program Type: Fortune 50
Percent of 2018 Fortune 50 Companies with
Community Programs by Type
Community Relations
47%
DeveloperEmployee Engagement Success
13%
33%
13%
10%

27
Program Type: Unicorns That Went Public
Percent of 2019 Billion Dollar Club That Have IPOed
by Type

Community strategies
are inﬁnite.
S U R P R I S E !

Community “branding”
CSR as Community Building
4 Ways
Community
Investments are
Misallocated
Social Media
Customers

35
“Engagement, innovation, that’s how we had to sell
community. I told stories and separated my work from
social. I also put together a patchwork of data to show how I
impacted these outcomes.”
COMMUNITY LEADER
Fortune 50 Healthcare Company

36
The Final Pitfall: Ignoring Your Core
T H E
W H O L E
W I D E
W O R L D
V
A
L
U
E
V
A
L
U
E
C E N T E R

Align the needs of the
business to your work.
01

Don’t arrive and announce.
Stop and listen.
02

Educate and build bridges
between departments.
03

Download the Report!
http://bit.ly/gatherresearch

Newsletter: bitly.com/gathernewsletter
Email: carrie@gathercommunityconsulting.com
Gather on Social
Find Me Online
@workwithgather
Personal Twitter
@caremjo

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Built to Belong: The Community Invest Trends of Top Organizations 2020

1. Built to Belong: The Community Investment Trends of Top Organizations Carrie Melissa Jones, Gather Community Consulting @workwithgather @caremjo NOV2019

2. 2 Who Am I? Currently: ● Strategist and Coach: American Medical Association (with Sharehold), Brainly, Buﬀer, Google, Patreon, one of the 2020 US Presidential Candidates ● Author: Building Brand Communities - Spring 2020 ● M.A. Student and Researcher of Online Communities: UW-Milwaukee ● Formerly: COO, Founding Partner of CMX Carrie Melissa Jones

3. 3 Today’s Talk Methodology01 02 03 04 Trend Report Pitfalls 05 Macro-Trends Where Do We Go From Here?

4. Methodology 01

5. 5 01 Wall Street Journal Billion Dollar Club (2017-2019) Fortune Global 50 (2017-2019) Data 02 Data collected from 2017 until Q1 2019

6. 6 The top 100 companies: 64% North American 36% Asian 18% European Data Snapshot: Region

7. 7 The top 100 companies: 24% Consumer Internet 21% Technology 16% Finance Other industries represented: auto, chemicals, retail, telecommunication Data Snapshot: Industry

8. 8 The top 100 companies: 5% less than 5 years 23% 5-9.9 years 22% 10-19.9 years 50% 20+ years Data Snapshot: Age

9. 9 Total revenues and valuations of top 100 companies: $9.635 Trillion Snapshot: Revenue

10. Community Investment Criteria Do they employ a Community Manager? Do they have a dedicated program? 01 02

11. Community Investment Criteria Do they employ a Community Manager? Do they have a dedicated program? What type(s) of community program(s) do they have? Among those companies, what is their age, region, and industry? 01 02

12. 12 01 02 03 Acquisition Community Relations Developer Employee Engagement (Partners, Customers, Prospects) Feedback Platform Oﬄine Success (includes Support) Organizational Purposes Served by Brand Communities 04 05 06 07 08 09

13. Macro-Trends 02

14. 14 State of Community Investment Percentage of Top Companies with Community Programs 2018 Fortune 50 60% 53% 53% 2019 Billion Dollar Club Left Billion Dollar Club 2018-2019

15. 15 Community Relations Predominates Fortune 50 Percent of Fortune 50 Companies with Community Programs That Are Focused on Community Relations 47%

16. 16 Still, Plenty Invest in Community

17. Communities matter. W E K N O W. . .

18. Communities drive value. W E K N O W. . .

19. Why are we still struggling? S O

20. Trends 03

21. 21 By Region Percent of All Companies with Community Programs by Region

22. 22 By Age Percent of All Companies with Community Programs by Age

23. 23 By Industry Percent of All Companies with Community Programs by Industry Technology Automobile 67% 64% 44% FinanceConsumer Internet 58%

24. 24 Program Type: Fortune 50 Percent of 2018 Fortune 50 Companies with Community Programs by Type Community Relations 47% DeveloperEmployee Engagement Success 13% 33% 13% 10%

25. 25 Program Type: Startups

26. 26 Program Type: Startups

27. 27 Program Type: Unicorns That Went Public Percent of 2019 Billion Dollar Club That Have IPOed by Type

28. Community strategies are inﬁnite. S U R P R I S E !

29. Pitfalls 04

30. Community “branding” CSR as Community Building 4 Ways Community Investments are Misallocated Social Media Customers

31. Community “branding” CSR as Community Building 4 Ways Community Investments are Misallocated Social Media Customers

32. Community “branding” CSR as Community Building 4 Ways Community Investments are Misallocated Social Media Customers

33. Community “branding” CSR as Community Building 4 Ways Community Investments are Misallocated Social Media Customers

34. Community “branding” CSR as Community Building 4 Ways Community Investments are Misallocated Social Media Customers

35. 35 “Engagement, innovation, that’s how we had to sell community. I told stories and separated my work from social. I also put together a patchwork of data to show how I impacted these outcomes.” COMMUNITY LEADER Fortune 50 Healthcare Company

36. 36 The Final Pitfall: Ignoring Your Core T H E W H O L E W I D E W O R L D V A L U E V A L U E C E N T E R

37. Where dowego fromhere? 05

38. Align the needs of the business to your work. 01

39. Don’t arrive and announce. Stop and listen. 02

40. Educate and build bridges between departments. 03

41. Seek new growth opportunities. 04

42. Download the Report! http://bit.ly/gatherresearch

43. Questions?

44. Newsletter: bitly.com/gathernewsletter Email: carrie@gathercommunityconsulting.com Gather on Social Find Me Online @workwithgather Personal Twitter @caremjo

Built to Belong: The Community Invest Trends of Top Organizations 2020

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Built to Belong: The Community Invest Trends of Top Organizations 2020