‹#›Confidential

WhatLiesAtTheCuttingEdgeOfCommunities?

‹#›Confidential

WhereAreWeTodaywithCommunityManagement?

WhereAreWeGoing?

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HowMostofUsLookatCommunityManagement

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WhatTheExpertsThinkCMsActuallyDo

‹#›Confidential

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

‹#›Confidential

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

‹#›Confidential

Community Managers Are Now Enabling New Types of Work

‹#›Confidential

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

‹#›Confidential

Community Becoming the Vehicle for Change

‹#›Confidential

Community Become the Organizing Principle for Digital Experience

‹#›

Workforce Communities at

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Lesson:We’renotteachingdigitalskills

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AEmergingCommunitySkill:WorkingOutLoud

‹#›Confidential

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

‹#›Confidential

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.

‹#›Confidential

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

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LearningCommunities

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Workforceengagementisthechallenge

The Community Opportunity In most companies, the majority of employees are not well engaged

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Andthebenefitsofbetterengagement viacommunitycouldnotbemoreclear...

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Communitiesarekeytoasolutiontoemployeeengagement

‹#›Confidential

Common Industry Benchmarks

@TheCR’s Full Strength Community Management

BenchmarkStreamlined Community Engagement

Benchmark by 7Summits’ Heather Ausmus

‹#›Confidential

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

‹#›Confidential

Right Sizing Community Manager Teams

‹#›Confidential

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

‹#›

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

‹#›

‹#›Confidential

Next-Gen Case Example: Beyond the Social CoE

The Network of Excellence

‹#›

NetworkofExcellenceforSocial/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

‹#›Confidential

Measuring the Business Value of Community

‹#›Confidential

Proof of the Value of CM

‹#›Confidential

And Becoming a Top Executive Role

Bosch lets CM’s proceed to level 18, same as

C-level

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What’sNext?CommunitiesofCommunities

‹#›

ExamplesofCommunitiesofCommunities

‹#›

OtherRelatedTrends

‹#›

WhatToDoAboutAllTheseTrendsinCM?▪ 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!