A Social Business Discussion to Understand the Most Critical Moments in the Online Community Lifecycle. See the full webinar video at http://info.socious.com/webinar-opportunity-challenges-online-community/
To Create Your Own Wig Online To Create Your Own Wig Online
Navigating the Opportunity and Challenges of Online Communities
1. The Opportunity and Challenges of
Online Communities
A Social Business Discussion to Understand the Most Critical Moments in
the Online Community Lifecycle
Serious Online Community Software
2. House Keeping
Tech Check
Ask Questions in the Q&A Panel
We ARE Recording!
Twitter @SociousSoftware
@TheCR
3. Speakers
Rachel Happe Victor Bohnert
The Community Roundtable SmithBucklin Corporation
Background: PRTM, IDe, Bitpass, IDC, Background: VMware User Group,
Mzinga International Avaya Users Group
Skills: Facilitation, Communication, Analysis, Skills: Strategic Planning, Communication,
Management, Coaching, Content Creation Association Management, Board Development
Domain Expertise: Internet Trends, Social Domain Expertise: Technology, User Groups,
Media, Communities, New Product Organizational Turnaround, New Community
Development Creation
4. Community
A group of people with unique shared values,
behaviors, and artifacts
@SociousSoftware | @TheCR
12. Stage 1 – Hierarchy
Opportunities Challenges
• Lots of examples of other • Lack of common framework or
organizations using a language around approach
community approach well
• Cultural & leadership issues
• Frustration with siloed that inhibit change or
information & decision making experimentation
bottlenecks
• Lack of understanding of what
• Focus on streamlining is realistic
customer experience
• Likelihood that some
• Motivation to change, both by experimentation will falter or
individuals and management fail
FOCUS: Strategy & Culture
13. “Mash Up”
• Passive involvement
• Lack of consistency/direction
• Informal
• No connection with other IAUG
offerings
• Redundancy
.
2011
@SociousSoftware | @TheCR
14. Stage 2 – Emergent Community
Opportunities Challenges
• Participants are excited by • Impatience to see hard
initial successes evidence and ROI at scale
• Some individuals can ‘see’ the • Inconsistent or unarticulated
future state and they become expectations of initiatives and
evangelists resources assigned to them
• More people are aware of the • Policies are not clear,
new model and tools participants are confused
• Business value is becoming • Lack of governance can create
better understood internal power struggles
FOCUS: Policies, Tools & Content
15. “Mash Up” Strategic Focus
• Passive involvement • Active engagement
• Lack of consistency/direction • Consistent experience
• Informal • Structured
• No connection with rest of org • Integration across IAUG
• Redundancy • Distinct roles
. .
2011 2012
Critical Success Factors
• Clear objectives • Stakeholder engagement • Defined roles
• Communications • Solid structure • Lifecycle management
16. Stage 3 – Community
Opportunities Challenges
• Community is producing • Community management de-
desired outcomes prioritized because community
is ‘successful’
• There is a network of
advocates that help with • Community is still separate
support and communications from core business operations
& measurement
• Employees, functional leaders
& customers understand the • Management understanding
role of the community concentrated with too few
individuals
FOCUS: Community Management & Measurement
17. PROS Areas of Focus
• Diverse communities • Lifecycle management
• Active participation • Synch with member feedback
• Strong stakeholder buy-in • Integration with VMUG offerings
• Network of advocates • Flexibility
• High-value content • Social networking strategy
. .
@SociousSoftware | @TheCR
18. Stage 4 – Networked
Opportunities Challenges
• Networked business structure • Requires strategic, long-range
enables organization to be the vision of top executives
‘market maker’ for their
• Organization can be controlled
industry
by its community without
• Partners get a high percentage strong community
of their revenue through management
community activities
• Tone of engagement becomes
• Company has early warning critical as community gains
indicators for all market activity power
FOCUS: Leadership
19. Evaluate/Measure
Plan/Integrate Launch/Support
• Cultivation of
topics/leaders
• Integration with
other offerings
• Drive value/credibility
• Long-range planning
Build
21. Thank You
Download Our Latest Reports:
The State of Community Management
http://www.community-roundtable.com/socm-2011
33 Reasons Why Online Communities Fail & How to Avoid Them
http://info.socious.com/33Reasons
Serious Online Community Software
@SociousSoftware | @TheCR