Community = Engagement + Strategy Technologies Dont Change
Companies. People Do. Ayelet Baron Chief Ins2gator
h4p://ayeletbaron.com Twi4er: @ayeletb
Late 14c., from Old French comunit , a group of people with
unique shared values, common interests and goals What is A
Community? 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:
[email protected]://www.technologyofcommunity.net/the-etymology-of-community/
Customers Types of Communities: Know What Youre Building
Internal Consumers Members Partners Employee
8 Collaboration Principles
Clear Directly Goals Linked to Your Business Purpose #1
Strategy before tools and technology#2
Technologies dont change companies, people do#3
Lead by example. Share stories#4
Experiment and get feedback#5
Facilitate Shared Interest#6
Keep looking for new ways to connect people #7
Measure what matters and communicate progress#8
ROI Business Strategy Another Tool Tool Define Your Strategy
and Connect the Dots Innovation Adoption
1 2 3 Whatisthebusinesspurposeyourcommunity? A successful
community meets the needs of both the business and the community
members
Community Roadmap Strategy and Purpose Collabora2ve Leadership
Approach Ac2ve Culture Communica2on Dened Roles and Responsibili2es
Community Management Process Integra2on Flexible Governance and
Policies Metrics Dashboard Ac2ve Engagement Business Results
Communica2on
We are living in the age of abundance and distraction
How do you earn and maintain attention? Dont get lost in the
noise
Community Culture How it Gets Done Non- Hierarchical
Facilitated Results-Driven Aligned with Business Needs Integrated
into Processes
Understanding the Community Profile Lurkers Contributors Power
Contributors Not Ac2ve Community Managers Storytellers/ Trail
Blazers
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
Trust: In a world where knowledge becomes obsolete faster than
ever before, holding on to informa2on isnt the compe22ve advantage
sharing and learning is. However, sharing especially sharing tacit
knowledge only happens when theres 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 based on a shared purpose. WIIFM
(whats 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 cant just
tell people to create stu 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 nd answers to what they know they dont know
but also, discover something (or someone) that they dont know they
dont 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. Source:
Maria Ogneva
h4p://blogs.salesforce.com/company/2013/07/invest-in-community-management.html
MagicofCommunities
Connect the Dots
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
Journey to Collaboration One-Way Communication Collaboration 1
2 3
