building a community management centre of excellence
TRANSCRIPT
Dachis GroupBuilding a Community Management Centre of Excellence
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Does your company fully understand the importance of community management for social business success?
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Any online community within your company has an underlying purpose. It is the job of a community manager to drive this purpose.
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By driving purpose, connecting people together and nurturing a cooperative environment community managers help realise your business goals.
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Dachis Group believe that companies can increase the prominence and effectiveness of community management by creating a centre of excellence.
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The following slides discuss what a centre of excellence might look like in the context of community management and how your company can start building one today.
CENTRE OF EXCELLENCE
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A CoE is an internal service hub comprising people, knowledge and practices that together deliver thought leadership, better ways of working and continuous improvement in a specific field of work.
CENTRE OF EXCELLENCEWHAT IS IT?
People
PracticesKnowledgeCoE
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CENTRE OF EXCELLENCEWHY IS A COMMUNITY MANAGEMENT CoE NEEDED?
To focus the community’s underlying purpose
To establish community
management as a serious discipline
To provide thought
leadership & training
To build a repository of research, tactics
and lessons learned
To align community development with
business objectives
To gather evolving requirements and manage change
To apply a consistent strategy
across the organisation
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1 2
HOW WOULD THE CoE WORK?TWO SITUATIONS
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HR are launching a new talent discovery platform that will help employees take ownership of their career development. How will they get people to maintain their talent profiles and fully engage with the initiative?
SITUATION 1
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SITUATION 1WITHOUT A CoE
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HR
Project Managers
Comms
Vendor
HR consults with the platform vendor, the communications department, and project managers.
SITUATION 1WITHOUT A CoE
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HR
Project Managers
Comms
Vendor
The vendor knows the tool but has no understanding of the company’s culture.
SITUATION 1WITHOUT A CoE
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HR
Project Managers
Comms
Vendor
The comms department informs the workforce but does not know how to incentivise users.
SITUATION 1WITHOUT A CoE
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SITUATION 1WITHOUT A CoE
HR
Project Managers
Comms
Vendor
Project managers are frustrated because they can’t find talent through using the tool.
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SITUATION 1WITHOUT A CoE
HR
Project Managers
Comms
Vendor
Employees fail to engage because there has not been a sufficiently joined-up approach.
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SITUATION 1WITH A CoE
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SITUATION 1WITH A CoE
People
PracticesKnowledge
CoEHREmployees
Problem
Solution
HR employes the CoE to run an adoption campaign.
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SITUATION 1WITH A CoE
PracticesKnowledge
CoE
People
HREmployees
Problem
Solution
The CoE appoints a community manager to run the campaign and enlists advocates from across the organisation.
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SITUATION 1WITH A CoE
People
PracticesKnowledge
CoEHREmployees
Problem
Solution
The CoE designs the use cases and brings into play a rich set of adoption tactics.
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SITUATION 1WITH A CoE
People
Knowledge Practices
CoEHREmployees
Problem
Solution
The CoE measures the effectiveness of the campaign and provides regular reports.
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SITUATION 1WITH A CoE
People
PracticesKnowledge
CoEHREmployees
Problem
Solution
All the while employees are placed front and centre of the process and their feedback is acted upon.
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SITUATION 1WITH A CoE
People
PracticesKnowledge
CoEHREmployees
Problem
Solution
The initiative is off to a good start and the CoE has further developed its people, knowledge and practices for the future.
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The social business platform has seen very high rates of adoption in one country but almost none in other regions. The executives want to find out what is driving success in the successful country and transfer best practices to all other regions.
SITUATION 2
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SITUATION 2WITHOUT A CoE
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Power User
Executives
Analyst
nRegion n
The executives hire an analyst to find out why adoption has been strong in one region but not others.
SITUATION 2WITHOUT A CoE
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Power User
Executives
Analyst
nRegion n
The analyst discovers that adoption has been driven by a power user acting as community manager in the successful region.
SITUATION 2WITHOUT A CoE
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Power User
Executives
Analyst
nRegion n
The power user is asked to consult with leaders in each lagging region in order to transfer skills.
SITUATION 2WITHOUT A CoE
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Power User
Executives
Analyst
nRegion n
The result is haphazard as many of the leaders are not suited to community management and find the advice difficult to action.
SITUATION 2WITHOUT A CoE
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SITUATION 2WITH A CoE
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Region n
Region n
Region n
Executives
Problem
Solution
SITUATION 2WITH A CoE
People
PracticesKnowledge
CoE
The executives ask the CoE to investigate the variation in user adoption and implement an action plan for the lagging regions.
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Region n
Region n
Region n
Executives
Problem
Solution
SITUATION 2WITH A CoE
PracticesKnowledge
CoE
People
The CoE identifies individuals in each region who are best suited to community management activities and trains them up for the task.
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Region n
Region n
Region n
Executives
Problem
Solution
SITUATION 2WITH A CoE
People
PracticesKnowledge
CoE
The CoE provides a support network that all local community managers can draw from and contribute to.
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Region n
Region n
Region n
Executives
Problem
Solution
SITUATION 2WITH A CoE
People
Knowledge Practices
CoE
The CoE continually monitors rates of adoption in each region and develops its approach accordingly.
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Region n
Region n
Region n
Executives
Problem
Solution
SITUATION 2WITH A CoE
People
Knowledge Practices
CoE
Good community management practices take root in all regions which helps to drive adoption and improve the overall vitality of the platform.
HOW TO BUILD A CoE
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HOW TO BUILD A CoE8 STEPS
1 2 3 4 5 6 7 8
When building a CoE it is advisable to start small and grow organically. The key to success lies in the people and processes on which it is built.Broadly speaking the process will follow 8 steps.
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HOW TO BUILD A CoESTEP 1
1 2 3 4 5 6 7 8
Step 1 - Define the visionStart by defining the purpose, goals and plan of action for the CoE. This strategic approach will include setting out a high-level organisational model, success factors, measurements and metrics.
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HOW TO BUILD A CoESTEP 2
1 2 3 4 5 6 7 8
Step 2 - Establish success criteriaDetermine what you want success to look like. What should the CoE accomplish? What upcoming initiatives would you like them to assist with? Having these success criteria clear from the outset will allow you to monitor the effectiveness of the initiative.
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HOW TO BUILD A CoESTEP 3
1 2 3 4 5 6 7 8
Step 3 - Determine GovernanceWhat are the required roles in the CoE and what are their responsibilities? Decide upon the lines of communication and procedural checklists. What other things should be in place to ensure the quality and consistency of each new engagement?
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HOW TO BUILD A CoESTEP 4
1 2 3 4 5 6 7 8
Step 4 - Fill in the details Bring definition to the organisational model by determining the skills and roles you will need. Perform a white space analysis and decide your recruitment requirements. Create a mentor and training programme to help CoE members achieve the required level of expertise.
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HOW TO BUILD A CoESTEP 5
1 2 3 4 5 6 7 8
Step 5 - Involve the right peopleMake sure that you have at least one community management expert to lead the way. If this person doesn’t already work within the organisation consider hiring from without. Also involve other likely individuals such as power users, natural helpers and advocates of social business technology.
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HOW TO BUILD A CoESTEP 6
1 2 3 4 5 6 7 8
Step 6 - Account for costsBuild an understanding of how to cost CoE engagements. Consider how finances will be managed. Will the CoE have a price structure? How will it be budgeted?
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HOW TO BUILD A CoESTEP 7
1 2 3 4 5 6 7 8
Step 7 - Run pilot projectsBefore opening up the CoE’s services to the whole company it would be wise to test what you’ve built with one or two pilot projects. Meet with project owners to determine scope, requirements, objectives etc. and then test that your people, processes and metrics are fit-for-purpose. Review your pilot projects and make necessary improvements to the CoE model.
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HOW TO BUILD A CoESTEP 8
1 2 3 4 5 6 7 8
Step 8 - Raise awarenessFor the CoE to be successful the rest of the company needs to know about it. How can internal customers be made aware of the offering? Determine what the core services are and advertise through all appropriate channels, but particularly through the community platform itself.
ABOUTDACHIS GROUP
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ABOUT DACHIS GROUPLEADERS IN SOCIAL BUSINESS STRATEGY
Dachis Group are the leading global, integrated, end-to-end social business consultancy.
We help clients design social ecosystems, build real-world business cases and apply the best principles of social media.
We are leaders in social business strategy and implementation.
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Cerys Hearsey SENIOR CONSULTANT
CONTACTS
‘Pigeons in Flight’ image by Jimmy Brown:
http://www.flickr.com/photos/jimmybrown/4041963981/
Kieran Kelly CONSULTANT
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Thank you.