How To Build Vibrant Communities Within The Enterprise
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Transcript of How To Build Vibrant Communities Within The Enterprise
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How to build vibrant communities within the enterprise
Can organizations build better web communities with predictable success?
David Terrar – D2C and WordFrame
with contributions from:
Dennis Howlett – AccMan & ZDNet
Philip Woodgate – Goodman Jones
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Charles Darwin – natural selection
“The theory of evolution by cumulative natural selection is the only theory we know of that is, in principle, capable of explaining the existence of organized complexity.”
Richard Dawkins
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Recommended reading
http://www.throwingsheep.com/
“Networked Web 2.0 tools and technologies are making a profound impact on every aspect of our lives as social networking changes forms of entertainment in our personal lives and business models in the workplace.”
John Chambers, Chairman and CEO, Cisco
“Web 2.0 social networking has far-reaching consequences for corporate executives managing relationships with customers, employees and business partners.”
Henning Kagermann, Chairman and CEO, SAP
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From Command and Control to Teamwork and Collaboration
http://www.youtube.com/watch?v=9WX7BNnYTf8&eurl=http://blogs.zdnet.com/collaboration/?p=315
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Agenda
• Why build communities?• What motivates people to participate?• What is ICAEW doing with ion?• Other examples• Success factors for community sites• Can we build communities with predictable
success?• Conclusions and best practice• Recommendations• References
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Why build communities?
New Product Development
Customer serviceIdea generation
Market research Developer relations
Amplifying Word of Mouth
Employee communications
General Marketing
Reputation management Product testing
Public relationsLONG TAIL SALES
PROJECT COLLABORATION
Co-innovation
Member networking
Capturing Knowledge
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What is a web community?
►An interactive group of people joined together by a common interest.
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What motivates people to participate?
• Expressing themselves• Support• Listening• Sharing• Recognition• Power• The culture of the organization
"Culture is a mealy-mouthed way of talking about power.“ - Euan Semple
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Participation Inequality
Jakob Nielsen’s 1-9-90 rule
Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
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What is ICAEW doing with ion?
http://www.ion.icaew.com
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What is ICAEW doing with ion?
http://www.ion.icaew.com/itcounts
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What is ICAEW doing with ion?
http://www.ion.icaew.com/itcounts
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What is ICAEW doing with ion?
• Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative”
• Finalist Accountancy Age - “Best Use of the Internet - Business”
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Some other examplesSocialMediaToday.com
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WachoviaOffice 2.0 Conference 2008 SF
Pete Fields - Leads Enterprise 2.0 Business Strategy for Wachoviahttp://office20.com/docs/DOC-1130
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Building a community
SWI = our methodologyTCH
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Start with the end in mind
• User won't just come like Facebook
• What is the purpose?
http://www.flickr.com/photos/leena/2748174727/in/pool-roadsigncities
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What's in it for me
?
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Intuitive and simple
http://blogs.msdn.com/officeoffline/archive/2007/12/12/easy-to-use.aspx
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Technology supporting not leading
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Community management
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Community facilitation
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Community management
• Champions
• Teamwork
• Prepare to lose control
• Moderation guidelines
• Community manager needed
• Corporate standards
• Not just bottom up
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Help and resources
• Online help and documentation• “How to”s• Videos• Examples• Contributor guidelines• Helpdesk• Chat support• Community manager support
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Start with the end in mindWhat's in it for meIntuitive and simpleTechnology supporting not leadingCommunity managementHelp and resources
Building a community
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Content and community management
• Seed the community• Need professional content• Engage professionals and be prepared to pay• Need the community manager acting like a party
host• Content guidelines• Focus on what the users want• Marketing is vital
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Not in support of any goal…
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Success factors for community sites
• Speed of adoption
• Number of active users
• Number of posts
• Number of comments
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Life cycle of a successful community
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Can we build communities with predictable success?
The more CONTENT you have the more MEMBERS you will get.
The more MEMBERS you have the more CONTENT you will get.
The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS
and CONTENT you will get.
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Community best practices
BEST
Clear goals + purpose
Right talent
Commitment + time
Topic engenders passion
Social + communal
WORST
Start with technology
Marketing “campaign”
Mixing business/consumer motives
No facilitation
Metrics vs. business measures
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Conclusions
The Technology Infrastructure of the community is important
The Social Infrastructure of the community is MORE important
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Recommendations• Recognise it will be hard work• Focus on usability• Community manager needed, and they have to act like a party host• Content, content, content• Basic marketing e.g. email key posts• Brand advertising and incentives don't work• Use available resources e.g. Wikipatterns• Coherent technology is important• People and culture more important• Make sure the key stakeholders involved understand new marketing• Make sure they understanding social networks by using some and
getting their hands dirty
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Key take away from Enterprise 2.0 Conference 2008 Boston
Christopher Keohane, Unity Product OwnerShawn Dahlen, Unity Program Manager
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Recommended reading
Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
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References
• Tribalization of business study 2008 – Francois Gossieaux– http://www.emergencemarketing.com/2008/04/24/2008-tribalization-of-business-study-preliminary-results/– http://www.nevillehobson.com/2008/10/09/fir-interview-francois-gossieaux-on-tribalization-of-business/
• Online Community Best Practices– Jeremiah Owyang– http://www.web-strategist.com/blog/2008/03/14/online-community-best-practices-slideshare-and-zero-cost-p
ublishing/
• Wikipatterns
– Stewart Mader and friends– http://www.wikipatterns.com/display/wikipatterns/Wikipatterns – http://ikiw.org
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Contact details
David TerrarCEO – D2Cand Executive Director - ITBrix / WordFrame
p: +44 (0)1727 838285 (direct)m: +44 (0)7715 159423
e: [email protected] and [email protected] w: www.d2c.org.uk and www.wordframe.com skype: david_terrartwitter: DTlinkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com