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Community	Management	Fundamentals
2017	Edition
Community	building	is	critical	to	leadership	
success	– and	it	always	has	been
But	it’s	often	been	an	implicit	responsibility…
...and	success	has	been	hard	to	define	and	
measure
Online	the	dynamics	and	value	of	
communities	comes	into	focus
Online	we	can	see:
1. Who	engages	and	how
2. How	communities	form	and	evolve	
3. How	network	structure	impacts	outcomes
4....
Because	we	can	see	community	dynamics,	
we	can	optimize	building	them…
…which	means	we	have	standard	patterns,	
recipes,	and	measurements
What	is	a	
community?
Com·mu·ni·ty
Noun
A	group	of	people	with	unique	shared	values,	
behaviors,	and	artifacts.
(our	definition	at	The	Community...
Communities:	
1. Speed	information	transfer
2. Develop	shared	ownership
3. Normalize	acceptable	behaviors
An	organizational	ecosystem	includes	many	communities
Organization
The	business	
of	community
Communities	are	networks	of	relationships,	not	just	content	networks
Content	Distribution	Network Community
The	difference...
Communities	do	not	produce	linear	returns	like	many	processes
15
Time
Return
Time
Return
Good	communities	generate	value	by	normalizing	new	behaviors,	which	
generates	compounding	value
16
Time
Return
However,	lack	of	understanding	can	lead	to	predictable	community	failures
17
…and	help	us	focus	management	based	on	a	community’s	maturity
18
Time
Impact
Stage	1	–
Hierarchy
Stage	2	–
Emergent	
Commu...
TheCR	Community	Engagement	FrameworkTM articulates	how	behaviors	and	value	
change	over	the	community	lifecycle…
19
…and	can	be	translated	into	community	ROI
20
What	is	
community	
management?
The	Community	Maturity	Model™	defines	the	scope	of	community	management…
…which	consists	of	two	types	of	work:	projects	and	routines	
ANNUAL	ROADMAP	DELIVERABLES
• Big	projects	by	quarter
• Curat...
Project	work	can	be	broken	down	and	prioritized	by	competency
Strategy
q Shared	purpose
q Shared	value
q Key	behaviors
Lea...
Routine	community	management	work	can	be	laid	out	by	frequency
Routine Occasional As Needed Quarterly or	
Annually
Engagem...
Daily/weekly	community	management	routines
Routine Occasional As Needed Quarterly or	Annually
Strategic • Aligning	engagem...
Combined,	a	‘normal’	weekly	schedule	can	be	defined
=	Governance
=	Advisory	Program
=	Content	&	Programming
=	Culture	Chan...
The	Community	
Business	Case
Why:	Problem	Statement	
• What	is	the	business	
opportunity?
• Where	is	the	pain	point?
• What	workflow	is	wasting	
scarce...
What:	a	community	to	rapidly	create,	iterate	and	disseminate	
• What	behavior	does	the	
community	change?	
• What	process	...
How:	What’s	required	to	build	a	successful	community?	
• What	are	your	community	
efforts	to	date?	
• What	will	be	require...
When:	What	value	will	that	network	generate	over	time?
• What	is	the	current	
community	ROI?
• What	is	the	projected	ROI	
...
Showing	how	is	ROI	is	generated
• How	does	the	community	
impact	workflows	to	generate	
value?
• What	does	the	community	
...
What	does	it	look	like	in	practice?
• What	does	a	community-
based	workflow	look	like?	
• What	is	a	specific	example	
of	w...
What	progress	have	we	made	to	date?
• How	quickly	are	different	
behaviors	changing?
• How	could	we	adjust	to	
meet	goals	...
What	are	our	FY18	Goals?
• What	are	your	top	
community	initiatives	for	
FY18?	
• What	are	the	top	line	goals	
for	the	nex...
Roadmap	&	Budget	
• What	roadmap	and	budget	
options	will	support	different	
outcomes?
• What	is	on	the	roadmap	and	
what	...
Key	Takeaways
1. Community	leadership	and	management	is	a	critical	skill	set
2. Communities	generate	compounding	value,	ba...
About	The	Community	Roundtable
At	the	Community	Roundtable,	we	collaborate	with	
clients	to	implement	proven,	practical	st...
Rachel	Happe
@rhappe
rachel@communityroundtable.com
The	Community	Roundtable
@TheCR
info@communityroundtable.com
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Community Management Fundamentals 2017

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Since 2009, The Community Roundtable has helped hundreds of organizations build, manage and measure successful community programs. This is what we've learned.

Find more community management resources, research, and info at https://communityroundtable.com/

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Community Management Fundamentals 2017

  1. 1. Community Management Fundamentals 2017 Edition
  2. 2. Community building is critical to leadership success – and it always has been
  3. 3. But it’s often been an implicit responsibility…
  4. 4. ...and success has been hard to define and measure
  5. 5. Online the dynamics and value of communities comes into focus
  6. 6. Online we can see: 1. Who engages and how 2. How communities form and evolve 3. How network structure impacts outcomes 4. Aggregate behaviors and culture 5. How to trigger, influence and reward behavior
  7. 7. Because we can see community dynamics, we can optimize building them…
  8. 8. …which means we have standard patterns, recipes, and measurements
  9. 9. What is a community?
  10. 10. Com·mu·ni·ty Noun A group of people with unique shared values, behaviors, and artifacts. (our definition at The Community Roundtable) 10
  11. 11. Communities: 1. Speed information transfer 2. Develop shared ownership 3. Normalize acceptable behaviors
  12. 12. An organizational ecosystem includes many communities Organization
  13. 13. The business of community
  14. 14. Communities are networks of relationships, not just content networks Content Distribution Network Community The difference, is typically not the channel, but instead the approach to management
  15. 15. Communities do not produce linear returns like many processes 15 Time Return
  16. 16. Time Return Good communities generate value by normalizing new behaviors, which generates compounding value 16
  17. 17. Time Return However, lack of understanding can lead to predictable community failures 17
  18. 18. …and help us focus management based on a community’s maturity 18 Time Impact Stage 1 – Hierarchy Stage 2 – Emergent Community Stage 3 – Community Stage 4 – Networked Pull Grow Community Objective, by Stage Behavior Change TransformTransform
  19. 19. TheCR Community Engagement FrameworkTM articulates how behaviors and value change over the community lifecycle… 19
  20. 20. …and can be translated into community ROI 20
  21. 21. What is community management?
  22. 22. The Community Maturity Model™ defines the scope of community management…
  23. 23. …which consists of two types of work: projects and routines ANNUAL ROADMAP DELIVERABLES • Big projects by quarter • Curated content • Designing programs • Reporting to stakeholders • Early community maturity markers: • Expert participation • New member programs • Community guidelines • Advocacy program DAILY/WEEKLY ROUTINES • Daily productivity routines ü Open & Closing goals each day ü Energy: exercise, breaks and in-person activity • Schedule slots for: ü Engagement ü Program planning & execution ü Advocacy program work ü Stakeholder meetings • Batch administrative work ü Newsletters ü Backchanneling ü One-on-One outreach ü New member & advocate communication/calls • Develop systems ü Member management ü Email templates ü Routines
  24. 24. Project work can be broken down and prioritized by competency Strategy q Shared purpose q Shared value q Key behaviors Leadership q Engage subject matter experts q Identify advocates Culture q Identify ideal engagement and build to it q Prompt regular engagement q Ensure constructive tone and behavior are modeled Community Management q Roles/Responsibilities q Develop processes and engagement patterns q Develop routines and schedules Content & Programming q Define a welcome process q Define regular community programs Policies & Governance q Develop community guidelines q Define roles and responsibilities for advocates, stakeholders, experts and executives Tools q Set-up a CRM or contact management system so you can track community relationships q Optimize community features by highlighting desired workflows and removing or deprioritizing unnecessary features q Set up measurement tools to make monthly reporting easy Metrics & Measurement q Define what you will track and how often you will monitor
  25. 25. Routine community management work can be laid out by frequency Routine Occasional As Needed Quarterly or Annually Engagement • Monitoring • Backchanneling • Introducing & connecting • Responding or prompting • Onboarding • Check-ins • Interviewing advocates/ stakeholders • Escalation • Moderation • Crisis management • Advisory board discussions Content • Curation • Promotion • Newsletters • Program/event delivery • Program & content planning • Content Repurposing • Evaluation of what’s working and gaps • Content Audit Technical • Member administration • Content/event posting • Graphic development • Content promotion • Editing tags or taxonomy • Reporting • Updating UX • Exporting and analyzing data • Updating community scorecard
  26. 26. Daily/weekly community management routines Routine Occasional As Needed Quarterly or Annually Strategic • Aligning engagement and content with strategic goals • Understanding member needs and motivators • Surveying members • Re-evaluate roadmap/planor strategy based on new information • Strategic audit Business • Internal evangelism & coordination • Reporting community progress to stakeholders • Present community progress & data • Develop annual community roadmap/plan • Request any needed resources
  27. 27. Combined, a ‘normal’ weekly schedule can be defined = Governance = Advisory Program = Content & Programming = Culture Change @rhappe
  28. 28. The Community Business Case
  29. 29. Why: Problem Statement • What is the business opportunity? • Where is the pain point? • What workflow is wasting scarce resources? We need more rapid innovation We keep re-inventing the wheel and wasting resources The customer experience is inconsistent
  30. 30. What: a community to rapidly create, iterate and disseminate • What behavior does the community change? • What process does it replace? • What new behavior does it introduce? • What is the shared purpose for organization and employee?
  31. 31. How: What’s required to build a successful community? • What are your community efforts to date? • What will be required as community engagement grows?
  32. 32. When: What value will that network generate over time? • What is the current community ROI? • What is the projected ROI value for FY18? • What is required to hit our goals?
  33. 33. Showing how is ROI is generated • How does the community impact workflows to generate value? • What does the community workflow look like? • What is the savings? Task started 10 Days 2nd Question 3nd Question Task started Task completed 4 Days 2nd Question 3nd Question Task started Task completed 4 Hours
  34. 34. What does it look like in practice? • What does a community- based workflow look like? • What is a specific example of what this looks like?
  35. 35. What progress have we made to date? • How quickly are different behaviors changing? • How could we adjust to meet goals or move more quickly?
  36. 36. What are our FY18 Goals? • What are your top community initiatives for FY18? • What are the top line goals for the next 12 months?
  37. 37. Roadmap & Budget • What roadmap and budget options will support different outcomes? • What is on the roadmap and what resources does it require?
  38. 38. Key Takeaways 1. Community leadership and management is a critical skill set 2. Communities generate compounding value, based on behavior changes 3. Community management can be defined, structured, measured, and prioritized strategically 38
  39. 39. About The Community Roundtable At the Community Roundtable, we collaborate with clients to implement proven, practical strategies for better communities. Clients rely on our models, research, and peer networks to take their communities to the next level. Research Community Performance Benchmark and Community ROI Models Advisory Services
  40. 40. Rachel Happe @rhappe rachel@communityroundtable.com The Community Roundtable @TheCR info@communityroundtable.com

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