Community = Strategy Engagement

1. Technologies Don’t Change Companies. Technologies Don’t Change Companies. People Do. People Do. Community = Community = Engagement + Strategy Engagement + Strategy Ayelet  Baron   Chief  Ins2gator   h4p://ayeletbaron.com   Twi4er:  @ayeletb    

2. What is A Community? What is A Community?   Late  14c.,  from  Old  French  comunité  ,  a  group  of  people  with  unique  shared   values,  common  interests  and  goals     “Community  is  what  we  share   together,  what  we  change  together.   The  common  place  of  meaning.     What  we  think  together,  what  we   create  together.  The  meaning  we   gather  together  to  for2fy  the   commons.”     Source:  h@p://www.technologyofcommunity.net/the-­‐etymology-­‐of-­‐community/  

3. Types of Communities: Know What You’re Building Types of Communities: Know What You’re Building Customers   Consumers   Partners   Members   Internal   Employee  

4. 8 Collaboration Principles

5. #1 Clear Clear Goals Goals Linked Linked Directly Directly to to Your Your Business Business Purpose Purpose

6. #2 Strategy before tools and technology Strategy before tools and technology

7. Technologies don’t change companies, Technologies don’t change companies, people do people do #3

8. #4 Lead by example. Share stories Lead by example. Share stories

9. Experiment and get feedback Experiment and get feedback #5

10. #6 Facilitate Shared Interest Facilitate Shared Interest

11. #7 Keep looking for new ways to connect people Keep looking for new ways to connect people

12. #8 Measure what matters and communicate progress Measure what matters and communicate progress

13. Define Your Strategy and Connect the Dots Define Your Strategy and Connect the Dots Tool Tool Business Business Strategy Strategy Another Tool Another Tool Innovation Innovation Adoption Adoption ROI ROI

15. What is the business purpose your community? 1   A  successful   community   meets  the  needs   of  both  the   business  and  the   community   members   2   3  

16. Defined  Roles  and   Responsibili2es   Community   Management   Strategy  and  Purpose   Collabora2ve   Leadership  Approach   Ac2ve  Culture   Communica2on   Community Community Roadmap Roadmap Process  Integra2on   Flexible  Governance   and  Policies   Metrics  Dashboard   Ac2ve  Engagement   Business  Results   Communica2on  

17. We are living in the age of abundance and distraction

18. How do you earn and maintain attention? Don’t get lost in the noise

19. Who Do You Engage?

20. Build Build Strategic Strategic Relationships Relationships and Invest and Invest Keep Engaged Keep Engaged Engagement Segmenting Users Understand Understand Needs Needs Keep Informed Keep Informed Interest

23. Aligned with Aligned with Business Needs Business Needs Facilitated Facilitated How it Gets How it Gets Done Done Community Community Culture Culture Integrated Integrated into into Processes Processes Non- Non- Hierarchical Hierarchical Results-Driven Results-Driven

24. Understanding the Community Profile Understanding the Community Profile Community   Managers   Contributors            Power  Contributors   Storytellers/   Trail  Blazers   Not  Ac2ve   Lurkers  

25. ONLINE COMMUNITIES CAN BE A PUZZLE UNTIL YOU REMEMBER THEY ARE ALL HUMAN AND STOP TRYING TO CONTROL THEM www.spy.org.es/upload/actuacion/imagen-35.jpg

26. Source:  Maria  Ogneva  h4p://blogs.salesforce.com/company/2013/07/invest-­‐in-­‐community-­‐management.html   Trust:  In  a  world  where  knowledge  becomes  obsolete  faster  than  ever  before,  holding  on  to   informa2on  isn’t  the  compe22ve  advantage  –  sharing  and  learning  is.  However,  sharing  –  especially   sharing  tacit  knowledge  –  only  happens  when  there’s  deep  trust  between  people   Shared  purpose:  Individuals  brought  together  in  a  community  must  have  a  common  set  of  beliefs   and  goals.  Why  are  they  in  this  community?  How  can  the  community  help  them  meet  their  personal   and  professional  goals?    A  good  community  manager  will  design  the  community  to  enable  connec2on   Magic of Communities based  on  a  shared  purpose.     WIIFM  (what’s  in  it  for  me?):  A  community  is  a  healthy  ecosystem  of  consuming  and   contribu2ng  –  readers  (a  nicer  way  of  saying  “lurkers”)  and  contributors.  There  has  to  be  great  content   to  consume  and  people  to  create  this  great  content.  People  are  inherently  self-­‐interested,  and  will   contribute  to  a  shared  space  when  the  value  they  receive  is  greater  than  what  they  put  in.  You  can’t   just  tell  people  to  create  stuff  –  but  a  good  community  manager  designs  around  members’  WIIFMs.   Shared  ownership:  To  ac2vely  contribute  to  a  community,  people  must  also  feel  like  they  own  a   part  of  it.  A  good  community  manager  knows  how  to  design  and  build  community  with  the  community   from  the  very  beginning  and  to  uphold  these  collabora2ve  standards.   Planned  serendipity:  A  community  is  magic  because  it  helps  people  not  only  find  answers  to  what   they  know  they  don’t  know  –  but  also,  discover  something  (or  someone)  that  they  don’t  know  they   don’t  know.  Serendipity  is  a  powerful  concept,  and  is  where  good  ideas  come  from.  The  community   manager  will  design  the  condi2ons  for  people  to  serendipitously  discover  people  and  content.  

27. Connect the Dots

28. What Can Be Measured What Can Be Measured Behavior  Change   Goals  Achievement   Level  of  engagement   (commitment  curve)   Level  of  contribuLon   Inspiring  acLon  (Do  more.   Do  less)   •  Economic  success   Speed  to  market   Business  growth   Increasing  reputaLon   ROI   •  •  •  •  •  •  •  www.spy.org.es/upload/actuacion/imagen-35.jpg

29. Journey to Collaboration Journey to Collaboration Collaboration Collaboration One-Way Communication One-Way Communication 3 1 2