‹#›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
‹#›@dhinchcliffe
What The Experts Think CMs Actually Do
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
Community Managers Are Now Enabling New Types of Work
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
Community Becoming the Vehicle for Change
‹#›@dhinchcliffe
Community Become the Organizing Principle for Digital Experience
‹#›@dhinchcliffe
Workforce Communities at
‹#›@dhinchcliffe
Lesson: We’re not teaching digital skills
‹#›@dhinchcliffe
A Emerging Community Skill: Working Out Loud
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
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.
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
Learning Communities
‹#›@dhinchcliffe
Workforce engagement is the challenge
The Community Opportunity In most companies, the majority of employees are not well engaged
‹#›@dhinchcliffe
And the benefits of better engagement via community could not be more clear...
‹#›@dhinchcliffe
Communities are key to a solution to employee engagement
‹#›@dhinchcliffe
Common Industry Benchmarks Now Exist
@TheCR’s Full Strength Community Management
BenchmarkStreamlined Community Engagement
Benchmark by 7Summits’ Heather Ausmus
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
Right Sizing Community Manager Teams
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
‹#›@dhinchcliffe
Next-Gen Case Example: Beyond the Social CoE
The Network of Excellence
‹#›@dhinchcliffe
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
‹#›@dhinchcliffe
Measuring the Business Value of Community
‹#›@dhinchcliffe
Proof of the Value of CM
‹#›@dhinchcliffe
And Becoming a Top Executive Role
Bosch lets CM’s proceed to level 18, same as
C-level
‹#›@dhinchcliffe
What’s Next? Communities of Communities
‹#›@dhinchcliffe
Examples of Communities of Communities
‹#›@dhinchcliffe
Other Related Trends
‹#›@dhinchcliffe
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!