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employee
communities
community centric change
people first mastered the art of balloon flight in the
1800s
and quickly set their sights on the next innovation in
flight… the airship
experimenting with infinite varieties of balloon plus
ship
failures all… until they finally were able to cast aside
their mental model of flying ships
Employee Communities: Community Centric Change
like the airship, our current mental model of change is
based on the assumptions of an organizational model
rooted in the previous century
one which assumed employees were like pawns on a
chessboard to be moved around at will
by a kindly (or not) father figure who always knows best
armed with a bulk size pack of matches on hand just in
case the pawns resisted
people have evolved
as has our understanding of what really drives behavior
(hint… we’re nothing like Spock)
Rational, System 2
based on satisfaction
what does this do?
how much does it cost (time, money, effort)?
how does it compare?
what are the features?
are the tools available?
are the applications easy to work with and efficient?
is the information I need available?
we’re profoundly social creatures who make decisions
with emotion and rationalize them after the fact
EMOTIONAL, System 1
based on trust
how does this make me feel?
how will it affect me?
how will this affect my status?
what are other people doing?
does it provide meaning or pleasure?
what if something goes wrong?
it’s time for our approach to change to evolve as well
We need a new mental model for
understanding how change happens that
reflects network dynamics and may
stretch our imagination, like airplanes
with propellers and wings must have
done to the imaginations of people at
the turn of the 20th century.
~Catalyzing Networks for Social Change
community-centric
user-centric
catalyzing networks for social change
culture eats
strategy
as
photo by Panumas Pattanakajorn
Employee Communities: Community Centric Change
customer experience
employeeexperience
Purpose built applications
enterprise
architecture
purpose & values
purpose & values Christopher Vogler, The Hero’s Journey
To create new forms of interaction between brands,
people, technology, and culture, we need to understand
a product’s and brand’s ability to open up a rich
narrative space where people can enter as
protagonists, not just consumers. We need to think
about people as protagonists in a narrative that brand
and product can help inspire and co-prototype, rather
than treating people as consumers of brand and
product meaning.
~Wojtek Szumowski
Complicated
redesigncustomer
self-service
(identifiable)
COMPLEX
howmight we cultivate a
responsiveworkforce
(unknown)
simple
redesignan
email campaign
(known)
Complicated
goodpractices
COMPLEX
emergingpractices
simple
best practices
possibilities
purpose & VALUES
exploration, play, patterns
network
problems
rigorous analysis
top-down
compliance
participants, protagonistsusers
experiments, STORIESplans
adapted from Adaptive Strategy, Monitor Institute
to achieve deep change, we must shift
meaning in the organizational culture
culture is made of stories & memes
stories are founded on assumptions
interventions in stories can shift
assumptions – and contest dominant
culture – to help achieve deep change
story based strategy
Doesn’t that sound neat, to implement a
story, rather than implement a plan? I
don’t know about you but I get tired of
implementing plans. Plans always feel like
they keep you in a box. A story is
something else. It’s pulsing. It’s breathing.
It’s alive!
Madelyn Blair
Employee Communities: Community Centric Change
whatis our vision&
theory of change
______________
cultureis made of
stories & memes
network change model
story based strategy
where willwe play?
______________
culture
community managers
connect & empower
howwillwe succeed?
______________
heroes & architects
cultivate networks
ignite stories
what capabilities
______________
community building
content marketing
storytelling
selling
technology as
facilitator
You can create volume. Or perfection. Not
both.
Contradiction is that the more you create, the
more chance you have of approaching
perfection.
by nanda_uforians flickr
the only way I can get anything written at
all is to write really, really
shitty first drafts
– Anne Lamott
the medium
is the
message
the
medium
Employee Communities: Community Centric Change
ideacouture.com
medium =
any extension of ourselves
Employee Communities: Community Centric Change
How you get to the customer is as
important, if not more, than
whatyou get to the customer.
Existing mediums provide wrong
context for innovative products.
~growthhacker
Employee Communities: Community Centric Change
war for talent will
become the war of
relationship marketing
talent
teams will
work like
sales teams
talent
professionals will
be marketing
leaders
digital talent
communities
will emerge
what recruiting will look like in 10 years
Employee Communities: Community Centric Change
spotme community wall
Technology is culture; it is not something separate; it
is no longer “I.T.”; we cannot choose to have it or not.
It just is, like air… It is becoming the medium for a
government’s relationship with their citizens.
Dan Hill
by laszlo-photo flickr
[Obama won by] converting everyday
people into engaged and empowered
volunteers, donors, and advocates social
networks, email advocacy, text messaging,
and online video.
Edelman Associates
Employee Communities: Community Centric Change
Consider this in a social business
context: simply by introducing social
tools that increase the clustering
effect of existing social
networks, behavioral change
will become more likely. To the
extent that the social tools amplify
other emotions or perspectives… these
factors can play together to have a very
large impact on business operations.
stowe boyd
experiment with approach scaling impact, and creating a new
network-centric ecology of social problem solving in the process.
our
medium
the
message
message =
change in inter-personal dynamics
the innovation brings with it
Employee Communities: Community Centric Change
Employee Communities: Community Centric Change
Employee Communities: Community Centric Change
Employee Communities: Community Centric Change
the message is shaped and shifted through narrative
that acts like a clothesline on which stories collect
P&G introduced
Connect+Develop… the
prevailing culture of “not
invented here” was
changed to “proudly found
elsewhere”
The future is already
here, it’s just unevenly
distributed.
William Gibson
56
We’re doing
unexpected
wonderful
things…
jimmyharris flickr
57
the [team ] support folks
have been the shining light…
58
…now let’s do them
consistentlyby Brandon Christopher Warren flickr
story based
strategy
why should I…
random acts of enablement participation through content
marketing wrapped around larger
narrative
Communication Bridge, Machteld Faas Xander
understand attitudes & behaviors
nothing I can do
my customer
CARE
our customer
heroes & architects
CARE
solve & connect
break fix
not my job
define a participation framework
community
bulletin
employee stories
customer stories
journey mapping
co-creation
network weaving
missions
presentations
workshops
checklists
principles
ideas site
posts & comments
gamestorming
Content Marketing Strategy Checklist, Velocity Partners
use an editorial calendar
how to
contests
guess who’s
missing from the
fantastic 5?
name
dropping
teasers
surprising impact of
language on perception of
satisfaction & effort
how we measure
up against our
competitors
social support
create content that resonates
and drives behavior change
to workshop
to change
to ideafrom story
where can I…
howto
templates
Resource Library
learn act ADAPT
thoughtleadership
whyTO
Insight
customerinsight
information chaos information hub
conversation
stories
attract with inbound
nurture with outbound
customers
from data dumps
to stories emphasizing imagery and
values
using personas
journeys
and conversations
Tell me a bit about
your experience…
customer
stories
employee
stories
as a springboard for storytelling
motivating action
time
missions
1
2
3
from gamification to missions
from distributing
information
to designing for behavior
change
engagement
heroes &
architects=
impact on
business
participation
stories
ideas implemented
close ties (network)
trust
values in action
members
exec members
views
reach
impact on
customers
+
1
9
90
60
35
5
grow the network, grow the change
Employee Communities: Community Centric Change
by Jon Ashcroft
the message is greater than
the sum of
its parts
future
experiments
Where a fragile package
would be stamped with ‘do
not mishandle,’ an anti-
fragile package would be
stamped ‘please mishandle.’
Anti-fragile things get
better with each
(non-fatal) failure.
Nassim Nicholas Taleb
personify behaviors & attitudes
personalize by persona
example from salesbenchmarkindex.com
apply “design over time thinking”
storybasedstrategy.org
The key to galvanizing your audience
with a good story is to make listeners feel
that they can be heroic. When good
salespeople prospect and pitch, they must be
alert to the stories running through their
customers’ minds. What is their internal hero
story? What do they wish to achieve through
this sale? Whom do they wish to impress?
What kind of person do they hope this sale
will help them become?
The Art of the Sale,, Philip Delves Broughton
evolve our storytelling
experiment with memes
facilitate more events
learn the art of insight selling
hone community management
Community centric change
is a fundamental
shift
it’s about
defining your narrative
it’s about
building community
it’s about
stimulating conversations
it’s about
weaving network ties
it’s about
inspiring heroes & architects
and
developing new capabilities
1. identify your cause
2. recruit a small tribe to help you get started
3. define your narrative
4. actively design and build the community
5. spread the word, grow the network
6. experiment, learn, adapt
get started with community centric change
A person having a
nightmare can do many
things in his dream –
run, hide, fight, scream,
jump off a cliff, etc. –
but not change from any
one of these behaviors to
another would ever
terminate that
nightmare… The only way
out of a dream involves a
change from dreaming to
waking.
~Paul Watzlawick et al., CHANGE
insight selling content marketing
story based strategy art of storytelling catalyze networks
narrative
@joyce_hostyn
jhostyn@opentext.com
joycehostyn.comblog
keep in touch

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