what lies at the cutting edge of communities | keynote at feverbee sprint 2015 sf by dion...

‹#›Confidential

What Lies At The Cutting Edge Of Communities? by Dion Hinchcliffe, 7Summits

‹#›Confidential

Where Are We Today with Community Management?

Where Are We Going?

‹#›@dhinchcliffe

How Most of Us Look at Community Management


What The Experts Think CMs Actually Do


But We Now Know (Most Of) The Key Success Factors

Community Management & Moderation • Content Management • Activation & Adoption • Engagement & Incentives • Advocacy plan • Training & Support

Proactive Communication • Awareness & Desire • Education – What’s in it for me?

Business Value & Strategy • Community Objectives • Business Goals • Measurement Framework • Governance

Bottom Line: Well-activated communities drive meaningful business results.

Organizational Engagement • Executive Sponsorship • Buy-In With Business Teams • Sufficient Staff and Resources


Answered Questions New per month

00

450

900

1,350

1,800

new questionsnew responsesnew helpful answersnew correct answers

• Total Users: All system users who have not been disabled. • Active Users: Users who have viewed at least one item in the previous 30

days. • Participating Users: Users who have commented, liked, rated/ voted,

edited, or created content in the past 30 days. • Contributing Users: Users who have created new content in the previous

30 days

Community Vitality

••Impact metrics: reach, sentiment ••Online connections •• # of Questions/Supporting Documents ••Process change / consistency

Community/Use Case Objectives

Indicator of:

•• Process Effectiveness •• Productivity / Efficiency •• Transparency / Synergy / Goal Alignment •• Customer Engagement

Business Objectives

Indicator of:

Community Success Measures Are Maturing


Community Managers Are Now Enabling New Types of Work


Reinventing Core Business Processes

▪ Using the power of community platforms to fundamentally rethink traditional business practices

▪ Make them faster ▪ More transparent ▪ Producing richer, multiple

outcomes ▪ More resilient to exceptions ▪ Self-documenting ▪ Scalable

…BASF as well

Nearly 4x faster process


Community Becoming the Vehicle for Change


Community Become the Organizing Principle for Digital Experience


Workforce Communities at


Lesson: We’re not teaching digital skills


A Emerging Community Skill: Working Out Loud


Thriving with Community Advocacy and Leadership Programs▪ Community advocacy and leadership

programs correlate strongly to higher overall community maturity levels

▪ In particular, formal programs have been measured to correlate with improvements in key community success metrics:

▪ The number of full-time community managers

▪ The ability to measure value ▪ Higher levels of executive participation ▪ Higher levels of product team and

subject matter participation ▪ More user-generated content ▪ Higher levels of conversation vs.

content sharing ▪ More robust community tools

Community Proponents & Leaders

Formal Program with Activities

Aimed at High Value Engagement


Top Three Lessons from Community Advocacy Programs▪ When building a community

advocacy or leadership program, avoid over-governing the program with too many policies at the beginning.

▪ Communicate from the onset of the program the plan to leverage your advocates.

▪ Ensure the organization elicits the feedback of the top advocates in the creation of the program.


HR Has Discovered Community

▪ For employee engagement ▪ For hiring and recruiting ▪ For retention ▪ For learning ▪ For knowledge capture

▪ But are badly behind on the experience and knowledge curve

▪ And are now drawing upon community managers


Learning Communities


Workforce engagement is the challenge

The Community Opportunity In most companies, the majority of employees are not well engaged


And the benefits of better engagement via community could not be more clear...


Communities are key to a solution to employee engagement


Common Industry Benchmarks Now Exist

@TheCR’s Full Strength Community Management

BenchmarkStreamlined Community Engagement

Benchmark by 7Summits’ Heather Ausmus


Community Management Team Structure Maturing

Community Director

Community Strategist

Community Manager

Community Moderator

Community Application Specialist

Chief Community Officer (CCO)

Low

Medium

High

Maturity

Future Maturity Level


Right Sizing Community Manager Teams


Fitting the Pieces Together

community

frameworkmaturity

platform

internalcommunity

hybridcommunity

externalcommunity

advocates

distributedcommunity

• Curation• Monitoring• Research• Planning• Measuring

• Engaging• Managing• Moderating• Facilitating• Research

community managers

*

*

* = new areas of

leadership

#e20


Marketing

Sales

Customer Care

CommunityProcesses

SocialStakeholders

Goals &Requirements

CommunityKnowledge

Base

CommunityTechnologyFoundation

• Stakeholder support• Listening/dispatch/reporting• Community management• Education/training• Governance• Crisis coordination

• CoE staff• Project leads• Solution managers• #cmgrs

• Internal customers• Executives• Business partners

• Performance improvement• Consistency• Efficiency• Oversight• Risk management• ROI tracking

Lines of Business

HR

Legal

Compliance

Corp. Comm

Product Dev.• Best practices & lessons• Playbooks• Support cases/fixes• Training materials• Policy framework• Content directory

drives

creates

uses

conducts

Other Support Units

• External social media• Internal social platforms

• Listening• Content management• ESN(s)• Analytics• Compliance

• Identity management• Standards & architecture

}Business Units

Reaching Maturity: The Social Media Center of Excellence

by Dion Hinchcliffe and David Mastronardi

coordinatedaction onthe edge

The Rise of the Social CoE

http://dachisgroup.com


Next-Gen Case Example: Beyond the Social CoE

The Network of Excellence


Network of Excellence for Social/Community▪ Empowers everyone, not just those in the

center of excellence ▪ Actively enlists change agents to use

community approaches to meet business objectives

▪ Provides tools, resources, best practices, and playbooks to be shared with all

▪ Provides reference models and technologies

▪ But does not require one size fits all ▪ Pools collective resources of the entire

organizations ▪ Uses online community to operate and

spread the network ▪ Scales better and does not backlog like the

old CoE


Measuring the Business Value of Community


Proof of the Value of CM


And Becoming a Top Executive Role

Bosch lets CM’s proceed to level 18, same as

C-level


What’s Next? Communities of Communities


Examples of Communities of Communities


Other Related Trends


What To Do About All These Trends in CM?▪ Community management is becoming a

strategic part of business ▪ The role is maturing and becoming

elevated ▪ Think about how far along this

progression you want to go on ▪ And help lead it

▪ Organization for community is becoming sophisticated

▪ Help your org head down the path ▪ This means education about community is

now more vital that ever ▪ As community becomes ver more

embedded in vital business processes ▪ Think about the vital new possibilities that the

emerging edge of community enables ▪ Develop knowledge and skills to realize

them ▪ Most important: Enjoy changing the world!