7. A Perfect Storm of Change Is Rolling In
Technology Currents
• Social media
• Mobile
• Big data
• Pace of technology
Social Currents
• Economic insecurity
• Political polarization
• Demographic shifts
• Anxiety/Retrenchment
18. “It takes all the running
you can do, to keep in
the same place. If you
want to get
somewhere else, you
must run at least
twice as fast as that!”
- Red Queen
19. We Need to Play A Different Game, One
Focused on Enduring Relationships
20. Relationships Differentiate
Cost Savings
• Loyalty
• Forgiveness
• Time
• Peer support
• Issue reporting
Revenue
• Preference
• Patience
• Advocacy
• Competitive lockout
• Authentic insights
These qualities require a different level of relationship
that traditional transactional relationships
21. Relationships & Culture Are A
Sustainable Competitive Advantage
Commoditized:
• Technology
• Information
• Market access
Reduced Advantages via:
• Products
• Service
• Process
Opportunities:
• Relevance
• Meaning
• Shared Value
• Empathy
22. Relationships Require Time, Resources and
Ceding of Control
Encounter
Awareness
Recogni1on
Awareness
Resonance
Development
Understanding
of
compa1bility/fit
Piqued
interest
Acknowledgement
of
rela1onship
Friendship
Contextual
Trust
Contextual
Loyalty
Contextual
Advocacy
Partnership
Forgiveness
Advocacy
&
Defense
Universal
Trust
Universal
Loyalty
Social
Media
(Content-‐Based)
Engagement
Community
(Rela1onship-‐Based)
Engagement
Direct
Engagement
23. Community
A group of people with unique shared values,
behaviors, and artifacts !
24. Why Are Communities So Powerful?
1. Maximize investments
– Disintermediate the organization from every
conversation while maintaining context
– Speed information transfer & alignment
– Build buy-in and shared ownership
– Innovation
2. Reduce costs
– Build and reinforce relationships
– Crowdsource expertise
– Reduce duplication
– Empower advocates
– Eliminate waste
29. 3. Community Success Depends on
Three Elements
Purpose
Business
Needs
Member
Needs
30. 4. Investment Required Depends on
Member Profile
Member Characteristics
• Need to learn
• Availability/Schedule
• Degree of isolation
• Competing sources
• Technical literacy
• Online social comfort
• Aspirations
• Cultural context
Investment Levers
• Supportive & encouraging
environment (community
management)
• Easy to use tools
• Valuable information
• Peer involvement
• Unique access – to
content or people
31. 5. Communities Have to Fit Into
Workflows and Behaviors
Information &
Data Inputs
Consolidation Analysis Report Stakeholder
Review
Go/No Go
Decision
Social
Listening
Data
from
Network
Discussion
of
key
points
in
Community
of
Prac1ce
Discussion
of
key
points
in
Func1onal
Community
Decision
Posted
to
Community
Facilitated
Discussion
in
Communi1es
WriQen
together
with
work
group
32. Community Maturity Model TM
Strategy
Leadership
Culture
Community
Management
Content &
Programming
Policies &
Governance
Tools
Metrics &
Measurement
Stage 1
Hierarchy
Stage 2
Emergent
Community
Stage 3
Community
Stage 4
Networked
Familiarize &
Listen
Command &
Control
Reactive
None
Formal &
Structured
No Guidelines for
UGC
Consumer tools
used by individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user
generated content
Restrictive social
media policies
Consumer & self-
service tools
Basic Activities
Build
Collaborative
Emergent
Defined roles &
processes
Community
created content
Flexible social
media policies
Mix of consumer &
enterprise tools
Activities &
Content
Integrate
Distributed
Activist
Integrated roles &
processes
Integrated formal
& user generated
Inclusive
‘Social’ functionality
is integrated
Behaviors &
Outcomes
33. TakeAways
1. You will not win just by going faster
- People cannot keep up
- Quality will suffer
2. Relationships and culture are the new
competitive advantages
3. Community building is strategic and urgent
- Large first mover advantage
- People have limited key relationships
- Community building takes time
34. "
"
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www.community-roundtable.com/"
"
Thank you!
"
Questions?
Rachel Happe
The Community Roundtable
rachel@community-roundtable.com
@rhappe
