introNetworks Webinar Series
”The Community Maturity Model” Conversation with
Rachel HappeThursday, October 15th, 9 am Pacific
Sponsored by introNetworks‘We transform businesses
With smart social networks’
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Driving Success - 8 Competencies to Socializing Your Organization
Rachel Happe
Who I am
Rachel Happe
The Community Roundtable@rhappe and @TheCR
Background: PRTM, IDe, Bitpass, IDC, Mzinga
Skills: Analysis, Management, Operational Strategy, Facilitation, Communication, Community Strategy, Coaching
Domain Expertise: Internet trends, Social Media, Communities, Market Analysis, New Product Development
Interests: People, Cooking, Sailing, Hiking, Maine
http://www.flickr.com/photos/dey/2918626312/
The Market is Changing… How Will Organizations Change?
The Market is Changing… How Will Organizations Change?
@introNetworks @rhappe @TheCR
Community Maturity Model TM
1. STRATEGY
@introNetworks @rhappe @TheCR
You Need An Engaged Network
Having a passive constituent base is no longer enough
http://www.flickr.com/photos/luc/1804295568/
Alignment
http://www.flickr.com/photos/73937087@N00/422507353/
Expectations – Reality = Satisfaction
@introNetworks @rhappe @TheCR
What To Do
• Acknowledge and articulate who you are as a organization– The Good, The Bad, & The Ugly
• Align how you talk about your company and products with what customers think about you
• Think of customers as marketing partners
• Determine how socially-enabled your constituents are
• Identify the drivers that will help you build a network
2. LEADERSHIP
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Be Transparenthttp://www.flickr.com/photos/22971881@N02/3104553057/in/set-72157611215947198/
Be AuthenticPhoto by T.McEnroe
Be Modest
Distributed
http://www.flickr.com/photos/mclxi/388392114/
Lead from the Back
What You Need To Do
• Practice conversational and facilitated communications internally
• Take small steps toward transparency
• Experience self-organizing environments – developer communities, India, Wikipedia, user groups
• War game radically different communications cultures – using games like Bafa Bafa
3. CULTURE
@introNetworks @rhappe @TheCR
Tonehttp://www.flickr.com/photos/jspad/142160659/
Informed
Communication Modehttp://www.flickr.com/photos/kiwanja/3169447879/
Powerful
Feeling of Power/Controlhttp://www.flickr.com/photos/gargi/2483623130/
What You Need To Do
• Listen/Ask/Measure how communications and decisions are made
• Translate between groups
• Be as responsive to various constituents in their own modality
• Encourage and reward change
• Set expectations clearly
4. COMMUNITY MANAGEMENT
@introNetworks @rhappe @TheCR
Who Are Your Cheeseheads?
http://www.flickr.com/photos/sheila_steele/161726592/
Bring Catnip
Ride The Waveshttp://www.flickr.com/photos/tk_five_0/2279894817/
http://www.flickr.com/photos/jfchenier/2409726404/
Don’t Ignore
What You Need To Do
• Build a mission that attracts passionate fans
• Offer rewards and recognition to encourage ‘good’ behaviors
• Ride the wave of community interest rather than trying to start waves
• Don’t ignore problems – address immediately even if you don’t have the answer
5. CONTENT & PROGRAMMING
@introNetworks @rhappe @TheCR
http://www.flickr.com/photos/pandemia/1286794844/
Be Notable
Schedule
http://www.flickr.com/photos/vidiot/61484953/
Keep A Regular Schedule
Text
http://www.flickr.com/photos/cecilanne_r-s/3541646602/
Be Multi-Modal
Image
http://www.flickr.com/photos/mfakheri/2815755503/
Be Valuable
What You Need To Do
• Attract attention
• Create a schedule of events that have a cadence
• Develop content in different modalities – text, images, video; synchronous & asynchronous
• Focus on value – build content that will be contextual and relevant to your audience
6. POLICY & GOVERNANCE
@introNetworks @rhappe @TheCR
Have Ruleshttp://www.flickr.com/photos/strandloper/1385105547/
http://www.flickr.com/photos/cibergaita/62123585/Take Calculated Risks
http://www.flickr.com/photos/lrargerich/3107809174/sizes/l/Protect Your Base
What You Need To Do
• Define expected culture through rules. Be Firm
• Articulate and plan for the risks but remember too, risks make things fun & worthwhile
• Define the constituent groups for whom you are responsible and how – both legally and ethically – and what will harm them
7. TOOLS
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http://www.flickr.com/photos/docman/36125185/Find Good Tools
What You Need To Do
• Understand where tools can help - not everything requires or has a tool that can help
• Evaluate which investments have higher payoff – those that streamline repetitive or expensive tasks
• Understand tool externalities – tools don’t work in a vacuum. How do they work with existing processes and people?
8. METRICS & MEASUREMENT
@introNetworks @rhappe @TheCR
http://www.flickr.com/photos/aussiegall/286709039/Measure
http://www.flickr.com/photos/captkodak/272746539/Account & Reconcile
What You Need To Do
• Know where you want to go- measurement is not all that useful if you don’t know what success looks like
• Understand data influencers – if you don’t know how to change a measurement or its cost, it is also not all that useful
• Keep it simple – the easier it is for everyone to understand, the better. Three clear metrics are better than 20.
• Develop accounting standards – what are your priorities and values and how well does your budget reflect them?
• Don’t forget your common sense. Measurement is one guide post to good decision making, not the sole factor.
Resource: http://www.thesocialorganization.com/social-media-metrics.html
Community Maturity Model TM
Special GuestAuthor Jono Bacon
The Art of CommunityBuilding the New Age of Participation
November WebinarNovember Webinar
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