Bill Johnston's #CSWEurope15 Presentation - Communities and The Collaborative Economy

1. Communities & The Collaborative Economy
Bill Johnston | @billjohnston
Principal & Founder

2. Autodesk: 2001 – 2007
• Community Strategy Evolution
• Forums -> Community -> Industry
Communities, including AREA
• Autodesk Blogs
• Founded the Online Community
Roundtable
TechRepublic: 1999 – 2001
• IA &UX for Site
• Community Programs
• 0 – 2 Million Members in > 2 years
Dell: 2010 – 2012
• Community Platform Evolution
• TechCenter Enterprise Community
• Programs: Advocacy & Ideation
• IdeaStorm 2.0
• Global Unconference
Forum One: 2007 – 2010
• Community Events & Unconference
• Online Community Research Network
• First Community ROI and Salary
Research
• Consulting
Structure3C: February 2015
• Study on Brands & The Collaborative Economy
• Assessment & Ideation Workshops
• Community / Crowd Business Models
• Product Design
• Advisory Services
• Speaking & Briefings
Autodesk: 2012 – 2015
• EPIC: Community to Ecosystem
• Programs: Advocacy & Nurture
Marketing
• Fusion 360 – 1st Cloud Design Tool
• Collaborative Economy

3. make distribute sell consume

4. 75% of the S&P 500 Replaced by 2027
Source: Innosight report “Creative Destruction Whips Through Corporate America”

5. Networked Companies Create More Value
2014 Study by Deloitte
 Business Evolution w/ Emerging Tech
 40 years of S&P Data
 Established 4 types of Models

6.  More Loyal
 Better Advocates
 Spend More
 Spend More Often
 Create Value
Connected Customers Are More Valuable
2012

7. The Collaborative Economy
A set of trends, movements and
technologies reshaping the way we make,
market, acquire, and use goods and
services, intended to produce equitable
outcomes for all stakeholders.
• Share Economy ($335 BN)
• Maker Movement
• 3D Printing ($16 BN)
• Marketplaces
• Contextual Technologies
• Internet of Things ($17 TN)
• Sustainable Development
A new and comprehensive
approach to online communities
is the way forward in the
Collaborative Economy.
• Networked Marketplace
• Market = Crowd
• Relationships = Community
• Collaboration = Partnership

8. 3 Frontiers

9. Tightly Organized
Loosely Organized
A group within a Market Network
that has:
• A shared interest or goal
• The ability and assets to participate in a
shared marketplace, task or activity via
common platforms
A connected & hosted group within
a Market Network that has:
• 1 or more shared interests or goals,
leading to shared identity & purpose
• The ability, motivation and assets to
work towards a common purpose over
time
• A host with intention to support &
manage community over time
Collaboration amongst
organizations, partners and
customers essentially functioning
as one organization:
• Shared IP & Common resources
• Shared vision of activities and
outcomes
• Shared risks and equitable outcomes
Crowd
Collaborative
Organization
1. Market as a
Network:
Total addressable market,
connected via platforms &
social networks.
Community

11. 2. Future of Making
Things

12. 1,250 online platforms world-
wide raised $16.2 BN in 2014
via WSJ.com
Market Cap for Crypto Currency:
$4 Billion USD
via cryptomarketcap.com
New digital
exchanges for:
• Reputation
• Knowledge
• Attention
+ more
3. Capital & Value
Exchange

13. 1. What opportunities do the “3 Cs”
represent?
2. How are you scouting outside
innovation?
3. What assets can you make liquid?
4. Can you plot the course to a
Networked Business?
 Cross-functional Team (CX, Innovation,
Digital & IT)
 Strategy Development and Definition
 Customer & Community Research
 Evolve, Extend, Pilot, Partner
How Can You Evolve Your Business Model?
Get the worksheet:
bill@structure3c.com

14. “In tech in the early
1990's, it felt like all
the good ideas
were already taken.”
Marc Andreessen (@pmarca)
Photo credit: The New Yorker
I feel …
“Like the world is
just starting now.”

15. Structure3C helps organizations
build, grow and strengthen their
communities, creating long-term
value for the business and the
individual.
Offerings
 Assessment
 Strategy
 Advisory Services
 Architecture & Design
 Ideation Workshops
 Events & Speaking
Bill.Johnston@structure3c.com
http://www.structure3c.com
@billjohnston