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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
House Keeping

 Tech Check
 Ask Questions in the Q&A Panel
 We ARE Recording!
 Twitter @SociousSoftware
          @TheCR
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
Community

A group of people with unique shared values,
           behaviors, and artifacts




                             @SociousSoftware | @TheCR
Community is NOT


         @SociousSoftware | @TheCR
@SociousSoftware | @TheCR
Community IS


       @SociousSoftware | @TheCR
@SociousSoftware | @TheCR
Measurable But Not Immediate
Return




              Investment   @SociousSoftware | @TheCR
Communities Mature & Change
         Phase 1 –    Phase 2 –    Phase 3 –    Phase 2 –
          Strong     Emergent     Community     Networked
         Hierarchy   Community
Impact




                         Time         @SociousSoftware | @TheCR
Community Maturity Model TM
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
“Mash Up”
•    Passive involvement
•    Lack of consistency/direction
•    Informal
•    No connection with other IAUG
      offerings
•    Redundancy


.
    2011
                                     @SociousSoftware | @TheCR
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
“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
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
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
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
Evaluate/Measure




Plan/Integrate                      Launch/Support

                                     •   Cultivation of
                                         topics/leaders
                                     •   Integration with
                                         other offerings
                                     •   Drive value/credibility
                                     •   Long-range planning

                      Build
Community Maturity Model TM
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

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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
  • 5. Community is NOT @SociousSoftware | @TheCR
  • 7. Community IS @SociousSoftware | @TheCR
  • 9. Measurable But Not Immediate Return Investment @SociousSoftware | @TheCR
  • 10. Communities Mature & Change Phase 1 – Phase 2 – Phase 3 – Phase 2 – Strong Emergent Community Networked Hierarchy Community Impact Time @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