E2.0 Boston Workshop On Community Management 101
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A workshop on the importance on enterprise collaboration, managing communities and the criticality of content curation in community building.
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E2.0 Boston Workshop On Community Management 101
- 1. © Copyright 2012 Community BackChannel. All rights reserved. The Community BackChannel ENTERPRISE 2.0 BOSTON WORKSHOP, JUNE 2012 Community Managers: What They Do. How to be a Great One. Content Programming 101 Cindy Meltzer Sahana Chattopadhyay @cindymeltz @sahana2802 isisparenting.com idreflections.blogspot.in
- 2. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Cindy Meltzer Director of Community & Social Media Isis Parenting Isisparenting.com Twitter: @cindymeltz Sahana Chattopadhyay Enterprise Community Manager ThoughtWorks idreflections.blogspot.in Twitter: @sahana2802 Your Workshop Facilitators 2
- 3. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Agenda TIMING TOPIC 15 minutes Content & Programming for External Communities 15 minutes Content & Programming for Internal Communities 15 minutes Wrap Up & Q/A 3
- 4. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content & Programming for External Communities 4
- 5. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Mid-sized retail/education company • 4 Boston-area brick and mortar stores, national e-commerce site • Customer base: expecting and new parents Isis Parenting 5
- 6. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 What is Content? 6
- 7. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content All of the pages of your website, then, are content: the Home Page, the About Us page, the Frequently Asked Questions (FAQ) page, the product information pages, on so on. All of the things you create as part of those pages or as part of your marketing—your videos, blogs, photographs, webinars, white papers, ebooks, podcasts, and so on—are content too. And finally, all of the things you publish at outposts that are off of your own site —your Facebook Page, your Twitter stream, your LinkedIn group page, for example—are forms of content. —Ann Handley & CC Chapman, Content Rules 7
- 8. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Creating Content 8
- 9. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Short and punchy • “Share or solve, don’t schill.” • Blog frequently Blogging 9
- 10. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Anatomy of a Blog Post Punchy headlinePunchy headline Eye-catching photoEye-catching photo Bullets, numbers and/or bolded points Bullets, numbers and/or bolded points Call to actionCall to action 10
- 11. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Short in length <3 mins • Unpolished is okay • Use evergreen content Video 11
- 12. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Mix it up • Share your own and others’ content • Use hashtags • Show some personality Social Media Activity Streams 12
- 13. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Inspire conversation, but don’t dominate it. • Don’t be first • Forums are not for marketing • Share content Company-Owned Forums 13
- 14. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Appeal to a wide audience • Record • Be careful with promotional messaging Webinars 14
- 15. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Optimizing and Curating Content 15
- 16. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content Optimization Tips 16
- 17. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Be the source • Bundle information together to share • Make sure to read (and be ready to stand behind) what you share Curating Content 17
- 18. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Which Content Fits Your Audience? 18
- 19. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Blog content • White papers and e-books • Photographs and video • Infographics • LinkedIn groups • Twitter • Webinars Popular B2B Content 19
- 20. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Blog content • Photographs and video • Facebook Page • Twitter • Live chats • Pinterest boards Popular B2C Content 20
- 21. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content & Programming for Internal Communities 21
- 22. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Software consulting firm • Globally distributed & Diverse – US, UK, China, Brazil, India, Africa… • Rapidly growing • Non-hierarchical; distributed decision making • Knowledge workers with tacit knowledge • Transparent and collaborative culture About 22
- 23. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Old Way of Working 23
- 24. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Challenges and Needs 24 Distributed organization Rich people profiles Consultants at client sites Easy authoring and discovery Fragmented knowledge base A single place for the corporate memory Silos and walled gardens Single destination for content, context, conversation Distributed expertise Serendipity E-mail syndrome E-mail integration
- 25. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 New Way of Working 25
- 26. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content and Programming Framework 26
- 27. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Key Groups 27
- 28. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Objectives 28
- 29. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 !Pointers 29
- 30. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Do not launch an empty group! Make sure users have relevant content to engage with when they join. Seeding 30
- 31. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Designing for Access 31
- 32. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Information Architecture 32
- 33. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Help users understand appropriate content type to make contribution easy. Content Type Purpose Blog post Personal opinion, project experience, sharing of ideas Document Preserve team thought, capture good practices, document lessons learned Discussion forums Ask questions, seek feedback, debate and ideate Status updates Work aloud, share quick tips, keep in the loop, share interesting finds User Contribution 33
- 34. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content Curation 34
- 35. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Socializing 35
- 36. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Surfacing 36
- 37. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 ! Challenge for global organizations Not all regions use English as their primary language; thus creating a barrier to participation. Solution Encourage participation in local language. Encouraging Participation 37
- 38. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Weeding and Housecleaning 38
- 39. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Your Key Takeaways 39
- 40. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Questions What are some of your key challenges? How will a collaboration platform overcome these? How will you encourage adoption? How will you encourage contribution? 40
- 41. © Copyright 2012 Community BackChannel. All rights reserved. THANK YOU! Cindy Meltzer Sahana Chattopadhyay @cindymeltz @sahana2802 isisparenting.com idreflections.blogspot.in 41
Notes de l'éditeur
- Erica Advocacy 101 will cover things like WHAT ARE ADVOCATES? ADVOCATE PLANNING FRAMEWORK WHAT DO THEY DO? HOW DO YOU FIND THEM? WHAT MOTIVATES THEM? HOW DO YOU ENGAGE WITH THEM? HOW DO YOU REWARD THEM?
- We are about 1800 + strong with offices in US, UK, Germany, China, Australia, Canada, South Africa, India, Singapore and Brazil.
- The old way of working for ThoughtWorks. People were not able to find and get to know people in other regions, people were not able to find content. We had far too many destinations for knowledge and collaboration –from file servers and wikis to mailing lists and custom applications.
- Authoring & Discovery: We wanted to make it dead simple to get stuff into and out of the platform. Reducing the barriers to authoring content be it discussions, documents, blog posts, bookmarks or ideas was one of our key objectives. We also wanted to make finding stuff seamless. Search, tag based navigation and “in-context” recommendations like related people and content were some of the key things we wanted on the discovery side. Enterprise search to us had to be more than 10 blue links on the results page – we needed it to be a bit more faceted – we wanted to be able to look up for something and filter down based on content types, people, groups etc. Rich People Profiles: We wanted to make sure that there was a face against every name – Rich profiles was something we wanted to get right. Profiles that would give a holistic view of a person – contact information, groups they are part of, stuff they have been creating, tags they have been using etc., Profiles we knew would be at the front and center of this enterprise community. Profiles formed the cornerstone for identity, relationships and serendipity. Single destination for content, context, conversation: Move away from the fragmented and siloed knowledge bases. Email Integration : We wanted to ease change management with tight email integration so that people can create and consume content from email and their mobile phones. This by the way, continues to be one of the areas of our focus this year. Serendipity – Given that we were extremely distributed, we wanted to make sure that people in different regions keep bouncing into other interesting people and ideas. This then sets the stage for new ties.
- We invested in Jive as our collaboration platform to meet the needs. The new way of working had to: Bring Content, context and conversations together Facilitate sharing Remove silos and “death in email” syndromes Provide opportunities for serendipity (activity stream) Enable collaboration (easy group forming) Needs to be supported: By CMs By leaders By culture By advocates
- All of this required a strong content planning framework. And that is the focus of this workshop. Building and sustaining an engaged community starts with providing access to relevant, meaningful and timely content and to expertise. We started by focusing on key groups, that is, those which would elicit maximum participation, where the need to collaborate is fundamental to the accomplishing business, and so on. Identifying the groups’ objectives and then seeding those with relevant content was the next big step. It is also important to remember that making content easily findable and accessible is one of the keys to successful communities. Given that a large number of our consultants are road warriors working from client sites, sitting in different offices, the platform has to be a robust collaboration and communication medium. And the content planning framework is central to this.
- You can see that we have a large number of groups on the platform—but this is now. A year back, we started out with a few key ones based on the criteria mentioned earlier—business need, importance of collaboration in accomplishing their goals, geographical distribution.
- Having a set of objectives for each groups you start out with will help you to: Source the right content Design an appropriate information architecture Provide relevant onboarding training Facilitate participation Measure success of the group
- Find where the existing content is Move all existing content to the group Check for relevance (seek help from SMEs) Tag mercilessly Design content layout
- Align layout with group’s objectives – in this example, discussions and problem solving was the key; hence, the user forum / discussion forum gets the prime place. Surface key content through widgets, by providing quick links, featuring useful content Let users know who are the key points of contact
- Design the IA of the platform keeping in mind accessibility, findability, and frictionless participation. Start with the simplest possible viable structure Let the structure emerge over time and through use Keep groups Open by default Beware of the “walled garden” phenomenon Provide single-click access to frequently used groups and communities Surface important content through tags, categories, widgets
- Content creation is an integral part of user participation and has to be made as frictionless and intuitive as possible. Helping users decide when to use what content type for contribution removes the barrier of self-doubt and confusion. While there are really no clear cut distinctions, it helps users to adopt the new way of working more easily. Be prepared for some resistance and slipping back into default behavior. This is where providing guidelines, contextual help, and training videos help.
- Make tagging a practice; educate community users around the importance of tagging. Even though “search” will throw up all content from the platform, placing content in relevant groups encourage ownership, regular updates and relevant conversations. Socialize via newsletters, status updates, and cross-posting. Surface through widgets like Follow a tag, Featured content and Categories. Most importantly, facilitate conversations around the content.
- Don’t forget to occasionally weed and do housecleaning. Some examples are: Cleaning up tags and categories—merging, adding, updating Relocating content Adding relevant widgets to a group’s home page Deleting duplicate copies Branching out discussions if too many topics are getting conflated Indicate if questions are answered
- The old way of working for ThoughtWorks.