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Online Community Unconference 2013: Book of Proceedings

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The document contains the thoughts, notes, photos and diagrams captured from an amazing day of sharing and learning among the assembly of community professionals held on May 21st in Mountain View, California.
The Unconference would not have been possible without the efforts of a core group of dedicated volunteer organizers that spent several months working with me to help plan and evangelize the event:
􏰞 Randy Farmer
􏰞 Scott Moore
􏰞 Gail Ann Williams
􏰞 Susan Tenby
􏰞 Kaliya Hamlin
􏰞 Maria Ogneva
We also had an amazing team from producing and facilitating the event, and big thanks goes out to Kaliya Hamlin, Jean Russell and the rest of the Unconference staff.

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Online Community Unconference 2013: Book of Proceedings

  1. 1. (photo courtesy of @thatgirlcrystal)Online Community Unconference 2013Book of ProceedingsMay 21st, 2013Computer History Museum in Mountain View, CA.Organized by #OCTribe
  2. 2. Online Community Unconference 2013Dear Community Tribespeople,The document you are reading contains the thoughts, notes, photos anddiagrams captured from an amazing day of sharing and learning among theassembly of community professionals held on May 21stin Mountain View,California.The Unconference would not have been possible without the efforts of a coregroup of dedicated volunteer organizers that spent several months working withme to help plan and evangelize the event:Randy FarmerScott MooreGail Ann WilliamsSusan TenbyKaliya HamlinMaria OgnevaWe also had an amazing team from producing and facilitatingthe event, and big thanks goes out to Kaliya Hamlin, Jean Russell and the rest ofthe Unconference staff.The event would not have been possible without support from our generoussponsors & partners:LithiumNetbaseInversoftMetaverse Mod SquadThe Community RoundtableThe CreameryLastly, I would like to thank those that attended the Unconference, and extendedparticipants (that means YOU reading this) for continuing to evolve the practiceof Online Community building & engagement.Let’s keep the practice moving forward, together.Best,Bill JohnstonOCU2013 Chair
  3. 3. SponsorsService Brought to you byLead InversoftBreakfast NetbaseBarista LithiumAfternoonbreakMetaverse Mod SquadIn KindThe CommunityRoundtableLunch The Creamery
  4. 4. Brand EvangelismBrand EvangelismWorking with brands and sponsors that want to engage communitiesHow do brand engage with communities?Understanding the role of the brandFinding advocates to get them talking about what your company is doing.If your company is Rebranding how do you get the word out?· Announce branding at a conference· While customers are there drop a curtain and change the brand in front of them· Do it live with customers and media present, getting the word out by ripping the band aid off andrevealing everything at onceo Track the difference between web traffic in the old platform and in the newo Time on site as bench marko Social content plan to re-communicate about the new platform· Messaging is important – does the tone change when the rebrand happenso Ex: Citigroup – changing tone, voice, mission, values – review copy and creative· You want your community to have an experience with the brand· how to bring experience into your messaging· How to get brand evangelists – promotions and sweepstakes· Get employees on board· Find a publication that want to have your story and invite them to party or conference· Leverage your advocates within your communityHow to get influencers on board· Understand who is blogging, influencer ranking, and tracking influencers· Find 2ndtier YouTube bloggers who already have an audience and want to work with you and knowhow to create contento Teach people how to engage fans on your behalf people who like to make content (U Stream, LiveStream – broadcast channels)· Find bloggers and see who is motivated by what· Get referrals from other bloggers – who do they recommend contactingMake great content that can go viral and promote the hell out of it!
  5. 5. Learning the Group Works Pattern LanguageNotes: MariannaSchwerdtfegerLead: Chris Allen· Online community manager since 1980…· Co-author of SSL standards· More recently, helping people codify how this works… standardize terminologyPart of Bainbridge Graduate Institute (Seattle)· More recent project: Groupworks – a non-profitTopic: Applying the Group Works Pattern Language developed for Face-To-FaceFacilitation to Online Communities· Why is it that some meetings bring life to your soul? While others leave you wishing you’d neverstepped in the room.· 50 facilitators with many diverse backgrounds and ‘language’ for what they did, came up with 91patterns – what they feel makes the face-to-face group process magical and work· Each one is described, e.g. “holding space”, with a website behind it.· This project is in Creative Commons:Can use freely as long as we credit these folksCreative Commons: If your intent as an author is to make things broadly available, you ought to beable to do so, copyright shouldn’t restrict you to doing what you want – to grow the community, growthe art. Creative Commons is a copyright license that says – hey, make copies, do things with this, let’schange the world together…· Chris’ minimum for consulting on online community is 600 people - . Face to face can be muchsmaller obviously – difference in behavior.· Goal then:For Online Communities to learn this language – to adapt this Pattern Language to OnlineExamples:Add: ‘Scale Matters” -Things around identity, like ‘anonymity” – this is different online than face-to-faceAnd maybe in a few years to merge, e.g. “scale matters” also applies to face-to-face· Suggestion: Create a Google spreadsheet where people can comment on each item – it’s thesame, it’s different, new suggestions – brainstorm for the new items, and edit the existing ones to applyto online.· They don’t do anti-patterns… But online we have more issues (e.g. trolls) that are a bigger partof the issue/ management –· And governance is different. Internal Wikis work well, because there are more limits on whatyou can do (if you misbehave, you get fired)
  6. 6. · These have been tested.· These are being mapped to processes, like Open Space… Some patterns more applicable thanothers…· Pattern map of World Café vs. Pattern Map of Braid – there’s one pattern that’s different – do Iwant to use a Braid or a World Café.· Face to face facilitation is full of interesting processes…eg. Unconference is a variation ofOpenspace. – so you can do a process map of Unconference and Openspace. There are a lot ofinteresting processes – e.g. Braid, World Café – maybe these could be brought online. AppreciativeInquiry – another technique.· Another example: Tumbling Offline/Online.Real world: affect is important. Different to do online. People who are not socially adept are buildingsocial systems.· There’s also interesting cross-over –Online class that Chris teaches. Example – put the names in a circleTo transfer the ‘circle’ that we sit in, in group – to onlineCreates psychological containerDiscussion around whether you can get someone to feel like they can sit in a circle… in real space,there may be someone in the next room. In the brain: not that much difference between what youimagine, vs. what’s real. So being in online community, we are running two circuits… Might be helpful tolook at each layer – each layer of interaction something is happening.· Tumblevision: When you’re doing a show: you have a goal, to get someone to feel something.Each layer affects what you do to get to the goal.· Chris online teaching:Be conscious about mental overload, e.g. start with his face…but then turn off the face video, whenthey’re supposed to focus on something else..Like theater: trying to figure out how to get someone there.In technological space, you can play with rules – make some things available, takes some things away– have more control…eg. Can turn off video.· Conversation online/offline:Time is different too – Check in at the beginning of each class – check-in – face-to-face, takes time,but good. Online check-ins: three and a half minutes – open a google doc, and 40 people check in at thesame time…. Commenting on each other’s. He’s reading through and maybe highlighting some – it’s notthe same, but it’s different in a good way.Simultaneous editing: in person, when we interrupt each other = rude. But online like this, works.Online conversation -= you can scan – more people can contribute.Every channel has a different capacity:E.g. video – a few people… but more than 10 people or so on Google Hangout, the info quality goesdown.E.g. chat room – up to 25 it works…past that, it becomes disjointed… by the time you get a chance torespond, it has become disjointed.· Scott:
  7. 7. Working in communities… previous patterns: small cadre of people with hierarchy of use/participation / interest in the function of the community. Scott gathers them as a group, names them,etc.Then a community that wasn’t used to being online… the entire concept of being online wascompletely online.. .and everybody was coming in and saying you mean I can talk to other peopleonline… Dispensed with that, generalize setting an example working with people and developing thisbroad sense of support – after a couple of years, new people in the community would come in and talkto the older people – and ask them how you do / how they dowhat they do… Setting the example wasthe best way to teach in a context where there were no preconceived notions. Wasn’t helpful in thiscase to build a language, or use language. This was ad hoc , adapting to this group.Chris: Hm. When I’m bringing new moderators or want to bring people – teach them the cycle ofFlames – a language, flames, how they work, the psychology of it… when I give them this model, or thedifferent parts of the cycles of flames, when people have this, they feel like they can do somethingabout it.· Life-span: is another pattern. There is a pattern card about ‘cycles’ – online cycles have somedifferences. What’s interesting about this deck – I’ve been working with another person on this deck –alot of this is oriented towards advice to the facilitator, but is also advice to the participant.· Some discussion around what ‘facilitation’ is real world vs online.Example: Offline community around parents of children with disabilities…People who buy this deck – people who have an ongoing community or other kind of ongoingWant to add things…from art, from music… if you make a mistake, repeat it, then it’s not a mistake.· Goal discussion:If you’re trying to sustain a community long-term… what a facilitated community does is find pointsof dissatisfaction is force those to merge in a way and not spin off… “walk around and say “oh, yeah,that’s bad…” – listen and collect …Processes that work outside – again, example of body language – we don’t have that offline, so howdo we bring this in.· There’s a lot of stuff from offline that hasn’t made it online, but there’s a lot of stuff that shouldgo back to face to face from online.· E.g. “I’m a little annoyed” button. E.g. real life Red, Yellow, Green cards – now there’s an iphoneapp to do this same thing. See the lights… Using this online as well. App: Collaborate, owned byBlackboard.· Scott: Having worked in groups online, offline, phone – what is being described is consciousindicators of how people feel. What is missing online is the unconscious indicators .Chris: Online classes: ‘rule’ to have an interaction point at least every six minutes. E.g. a line to say Iagree / Disagree… or can be two axes. These are features? No, this is a slide. A lot of the chat roomshave the ability to put a mark on the screen.And video of course. When a person is speaking. – Bandwidth.Not on unconscious communicators: they are learned. So: we may be transitioning to a place wherewe are learning how to communicate online. Different if you grew up communicating online vs. if youhave just been doing it a week. There’s a long way technology can go to build mechanisms to supportthis ‘new’ kind of communication (and may or may not be all video).
  8. 8. E.g. Like button and all its meanings – Like also means an acknowledgement, not just a Like.· Discussion of reputation systems… e.g. at SAP· Political Futures forum , Dan Rink: One of the main issues: anonymity, and people sabotaging /hacking the process. See this in the real world – have online communities that are secure, private,anonymous where we can be open. Key is not anonymity, but is persistence. Many people don’t wanttheir comments out there… how to manage this. Older demographic that wants to engage inconversation (including online), but have ambivalence.Note: We don’t teach this. Different way of communicating. … Schools still learning this is different.Chris: Cycle of Flames blog article – some studies that show that you have a tendency to over-interpret the emotional content of things… and have a tendency to then respond at the same emotionallevel as you think the other person did. And less than 50% chance to get right the emotional content (inthe absence of smileys) – this escalates.Online engagement creates real-world vulnerability…
  9. 9. Implications of changing enterprise platforms – key takeawaysAugmenting implementing content managementPick it up and move it approachNatural lifecycle approach – set two systems side by side (will take a lot longer – could take 2-3 years)Do we want to move (work/discussion/blog, what do we want to bridge, what can we keep, what kind oflifecycle?)Using Jive internally – not a clean integration, clean interfaceWhy move it at all? What’s the value of the content and what’s the driver?Switching from one tool to another, what do you take with you? Cost $100k to move content!Platform – we wan to migrate knowledge base – migrating a social community is different to migrating adata store.Governance, senior leadership – what drives decision? Move content and lose the context powerfulargument?Migration VS Natural EvolutiionBreak to small piecesIs it worth keeping old content? If it’s archived like a library organized – conferences protect from‘vandalism’ rename and could be turned back on. If conversation stakeholders can be discoverable viasearch.Who owns content? If every piece of content has an author?Moved by excel open hour session and round robin shifts – community documents (4-5000 docs)…Event – need new platform, or can’t host any more – 4-5 year lifeline...Sharepoint 2013 and Jive at the Bill and Melinda Gates Foundation – change how often do you change?
  10. 10. Platform vendor: How will you let us reveal “how to get content out of old system and empower userswhat’s valuable and what’s worth keeping.”Content curation: user sensibilityManaging users and expectationsHope that vendors will be able to e.g. IBM making available connections (sharepoint/oulook) have moreintegration. People using it should be seemless and let me get my job done.“People overall want things to stay forever”Example: 1600 groups – only 600 have been active in the last 6months…Groups are adhoc and spaces are curated (Jive)Protocol: time based triggerSAP overall external community – communities on JiveEvaluate if this makes sense, whether what they want to do is a communityOne space (with1600 groups) easier for users to manage vs 50 spaces how to manageGive it a timeline and close it – e.g. give it six months (tell them) keep it going for nine monthsLegal – what legal says you can / can’t delete how long you keep it for.Recurring subscriptions
  11. 11. Preventing Community Manager Burnout / Scaling CommunityIn this session, we got together to discuss issues that community managers face as they try to scale,achieve more, with few resources. If left unmanaged, these issues can add up to serious burnout. Tocome up with hard-hitting solutions, it’s imperative to first examine the source of burnout. In abrainstorming session, we identified these problems as causes:Problems:1. Community management is often a bolt-on to other jobs we have to do2. There’s a lack of understanding in our organization about what community is, why communitymanagement is important and what a community manager even does3. Lack of clarity around community and how it fits into the organizational plan; lack of clarityaround goals4. Lack of exec sponsorship5. Too much focus on tools, and not change management6. Return on relationship is intangible and has a much longer time-horizon until ROI7. We are too invested in communities emotionally8. Processes don’t scale and job gets harder9. It’s difficult to scale relationships10. It’s very cross functional, and it’s taxing to keep all these interests balanced11. Not empowered to create change, when change is necessary12. We are bad at understanding our own limitations and letting go13. Being an always-on, always-positive cheerleader is exhausting14. Too much institutional knowledge means that everyone is always pulling on our time andresources15. We don’t give ourselves nearly enough permission to take a vacation, take a break16. It’s hard to be the advocate of both company and customer at the same timeSolutions:Here are some solutions that the group came up with to battle the above problems:1. Create a documented repeatable process2. Job description, industry standards3. Make implicit knowledge explicit, document best practices4. Align expectations5. Don’t try to help all the time; sometimes you have to let people / orgs fail6. Stop being a fixer and stop internalizing7. Be clear and realistic about priorities and nice-to-haves8. Measure ROI -- make sure to have a nice blend of qualitative stories, as well as quantitativeresults (oftentimes causation is hard to prove, but correlation is still a great thing to understand)9. Create systems:
  12. 12. a.b. People systems -- working with other people in the organization and advocates insidethe community10.measure and whether or not you are on the same page. Have a goal!11. Break silos through:a. relationship buildingb. empowering people to act in the communityc. aligning prioritiesd. xec buy-ine. productive communicationf. reward recognition (on their terms -- make the reward something they value)g. build credibility by speaking the language of the group you want on your sideh. think strategically -- make time for strategy, alongside execution. Don’t let the “doing”interfere with the “thinking.” Force time into your schedule to think big picture. Askyourself: if money was no object, what would I do?12. Focus on outcomes13. Benchmark14. Give yourself permission to.... (take a break, take a vacation, not always be on, not have all theanswers, not solve everyone’s problems)15. Live in day- tight compartments16. Figure out what’s out of your control and stop trying to change it.17. Trust othersOther takeawaysContent and communities always existedChannels are new.To help bridge the gap, narrate change and connect to previous changes
  13. 13. Twitter Best Practices SessionIntroductionsMARC Session LeaderSonoma StateHas three twitter accountsWidget to keep website up with newsI dont use Twitter and I shouldMIKE KING - InversoftCompany and team members have accountsBalancingOne Twitter Manager but folks support with personal brandsGreen 360 CareersIts time for us to start using TwitterCourt the professional Green workersOutreach to teensGCX CorpTrying to figure out what to do.LEWIS - AdobeMany Twitter Handles - Too manyEach product once its own Twitter handleInterested in finding influencersDont disappear because the product is. It might be the most important time.Folks need to morn a ending productCHAD CROWELL - ClearfireIve been on Twitter since 2007Im interested in how businesses in different worlds use it. How does that scale down to smallercompaniesSAPIm still trying to learn how we use Twitter. Should there be a consistent voice?UC BerkleyThe organizations are limited with resources and there is a broad customer base.Id liker to help them find the right balance.Twitter to broadcast news etcNeed to coordinate our online presencesNeeding to explain the ROI to generate funding for community management.With 360 developing a Personal BrandA brand of interest around sustainabilityI use Twitter to get informationI want to learn about giving information around the realm of sustainability.
  14. 14. EAMON ARMSTRONG - Fest300I previously promoted events and mentioning a performers handle while providing contentWondering how to start a twitter community before a product launchesKEVIN MARKS - Sales Force Web standardsI live on TwitterWe have tools you can look up if you likeIm interested in the sociology of TwitterIt scales by defaultWe can have a visible chatThe subtle dynamic between who you choose to follow and discoverability.The difference between Twitter and FacebookTwitter delivers the possibility of having a conversation with someone youd like tomeet.You can have bridging conversations in public.Looking for people talking about you.SAVING TWEETS:Use Pocket or Instapaper for saving tweets and other documents.Also you can favorite them and then review.HASHTAGSWork well on Google+ and InstagramPeople are using it in tow waysTo clump themes in the short team (events etc)Or they use it to clarify something theyre saying as an aside.I think the noise deletes the messageThey work well for organizing around eventsThey work as banter concentrationsHashtags attract spammers when they take offLISTSI use lists to filter noise. I have a "Worlds Best Festivals" List for retweet fodder.OTHER STUFFPersonal vs Business account is important to meHow do you switch people when youve developed a voice?How many people should you follow?Whom you follow is a public performance and expressive your personalityHave a sense of the ton of Twitter - Banter. It is where folks speak as friends.Should you let everyone who wants to follow you?I block brats but I dont actively look for bots. Sometimes mark as spam.I assume that Twitter is public. I dont put up a gate.
  15. 15. USING A TWITTER WIDGET AS A NEWS FEEDI can put breaking news on my website by updating my Twitter handle.You can use a hashtag to activate a widget but be careful because others can use the hashtagBe careful about "Twitter Speak" If you do this because folks will be reading who are not native toTwitter.ROIYou need to manage reputation.You have to be on social networks because they have become part of the support network.Community Managers need to be able to mirror language.WHERE ARE THE TWITTER OPERATORS IN THE COMPANYSonoma State Academic affairsInversoft - Content Marketing and social mediaSalesforce - Official handle is owned by marketing, but others are in other bitsIn small companies its in product.Dont assume you can speak with one voice.BEST PRACTICESCASE STUDY - A distributed sales Medical manufacturing company has had trouble getting a foothold onsocial mediaWho wants to find out about our products on twitter?What do we say?How often do we say it?Who do I follow?Lets talk to folks using our product rather than folks buy our product. Nurses etc.To get the conversation going within the environmentWhat are your peers doing?A lot of our competitors are not on twitterThere is one that overdoes it (They are B to C)One thing GE is doing is giving a specific product its own feed.The product has its own personalityWeird anthropomorphic accounts seem bizarre but are followed.Aha MomentCreate a conversation between intra brand twitter accountsListsUsing a Twitter widget
  16. 16. Filter/Moderate profanity product by Inversoft (event sponsor)notes by Lynn Abate-Johnson @peoplefw on Twitter, Instagram.Marshall from @Inversoft provides monitoring tools to gaming businesses like Animal Jam, as well ascompanies using forums for connection.Inversoft and Animal Jam (ages 7-12), partnered with National Geographic (currently 10 million users,free game to play with added Membership Model by subscriptions, retail cards, retail store sellingapparel, plushies, etc) Animal Jam is based in SLC, UtahPartnered to create a product to anticipate language created by kids online, and protect brands,educate, and work with responsible, involved parents (interacting especially when child is banned).Tunnel Town for iPhone – a spirited spin off of Animal Jam. Same age group and a little older…Examples of Key things being monitored:Street addressPhone numbersDobSwear wordsAnimal jam teaches (approx 30) moderators toAssume innocenceRecognize developmental modelsEmulation of parent and older sibling/friend behaviorsRecognize red flagsWhere chats happen – as it gets more private (in “dens”)User tripping flags – they issue bans and warnings, create lines of communicationFilter tools (automated) require moderatorsReinforce POSITIVE behaviors as well as negative.Allows you to track users who are enjoying, utilizing new content (games for kids, for example). Nolonger named “black list” – looking for other “keywords”.Monitoring adult forums for all types of potentially “damaging” speech, different arena than kids space“no shirt, no shoes, no service” analogy as it applies to adult forums.Eg. Amazon filters consumer generated reviews.
  17. 17. Doco Film: “Terms and Conditions May Apply” – recommended Marshall take a look at it.@TACMayApplyQuestion from Carter (animal jam Community Manager) –Analytics – how do you rate/measure the data being collected on the “latest” hot button words,phrases, behavior.Be cool to have a chat sentiment tool that analyzed your chat and gave a vibe/feeling of what users aresaying. “what are people talking about this week?”Marshall: trending analysis, for example: “strawberries” trending this week…just educatingusers/clientsTwo sides of the coin:1. what we know we want to track and block/disallow2. What we don’t know we don’t knowe.g. sexual, vulgar, grooming words go into Meta data category
  18. 18. Community ListeningConvener: Malcolm DeLeoNote Taker: Crystal ColemanParticipants: Susan Tenby, Ally Dukkers, Jen KirkNetbase software helps understand how audience speaks. Getting people to understand what’s beingsaid. Listen vs Push.Participant Concerns:Ally is with The Hunt, a social commerce site that allows users to upload pics and community memberswill find the products. Mostly fashion. Strong community, wants to learn more about listening, usesUservoice.Susan Tenby is working in a new division, wants to learn about listening better to a close-knitcommunity she doesn’t know anything about. She’s using hashtags, but wants to know if there’s a betterway to infiltrate.Crystal Coleman wants to know how to better focus on valuable feedback and weed out feedback that’snot constructive.How do you determine what to focus on with listening ?Social listening = getting people to do something different.80/20 – Push/Pull – why is that becoming more important. Social Media Fog = too much contentcreated.Build use cases for pulling to push better.The Crowd My Crowd(external)My Crowd(internal)Netbase Lithium SpigitNetbase specializes in natural language processing for emotion gathering. TacoBell used Netbase to hearcomplaints of free tacos during hurricane Sandy (bad timing); responded and changed date. Processeswhich emotions are expressed.Agnostic of brand… can look at forums. Find influencers, brings.
  19. 19. Helps figure out trouble spots, to determine what you want to push.Reframe mindset to become a pull advocate – will help you pull better.Pull exercise:Question: How do I learn about a group of people to eventually influence the dialogue?Learn: (Pull)1: What do they talk about?2. Who talks the most.?Dialogue test (Push)Push – to influencers with knowledge. Test bombsBuild (Pull)Study and target response to your test.Grow (Push)Starting to look at audience insights.Look at where your demographic is. Twitter, internal forums, Facebook, etc?Tools: Pick a __Process: Build a __Culture: Influencer out __(Tools, Process, and Culture, Oh My! by Malcolm De Leo on Social Media Examiner)Ally sent out top 100 hunters survey to users. Is a survey a good way to listen? Perfect for specializedsites; very on-target. Survey is a pull technique.Community manager my crowd external (that’s where your influencers lie).Jen uses surverys for targeted problems. Prioritized engineering team reactions. How do you prioritizefeedback? Have to be ingrained in community. Power users understand the product better, morepriority. Then numbers game, obvious responses.How do you identify and reward ambassadors? Profile badges, intro to their name (platform specific).Gamification. Can you tell through Netbase? You can see conversation, how often they posted, what thesentiment is.Bad data = pushing wrong message.
  20. 20. Social Media & Traditional Communities - How do you mesh?Convener: Nicolas Leduc, Autodesk @nikledukeNote-taker: BJ Wishinsky @leapingwomanHashtag for this session #socttyOverview: This session was about managing hosted communities (e.g. discussion forums, private socialnetworks, customer support communities, etc.) versus managing presence on social networks likeFacebook, Twitter, etc.Discussion topics:What’s the difference?Who has Community responsibility in your organization?What kinds of engagement levels do you observe in your community or do you use to movepeople towards deeper engagement?ContentChallengesBest PracticesToolsSession ParticipantsWhats the difference?Nicolas is responsible for B2B programs on both hosted communities and social networks. Hesees different customers in each. Many of the long-time participants in email lists and discussionforums dont want to use Facebook or Twitter, while newer/younger community members joinFacebook but dont want to use the older formats.David sees social as a set of technologies and sees community as something else; thecommunity can work on different tools. Their support team has data showing the cost savings ofmoving people from social to their support communities.Chip feels there are both hosted and social media technologies that can create communities.Neither is "just a channel". Twitter is an interesting case since following is asymmetric, buthashtags and chats are community-building tools.Who has Community responsibility in your organization?In some organizations the developer community is run by product marketing, while the socialmedia channels are managed by PR and used for promotion and outward messaging.In small organizations its more likely that one person does it all.
  21. 21. At VMWare, the online community used to be part of Support but moved into Marketing. TheCommunity team had to become more marketing-focused.Traditionally Autodesk forums were in support and social was in marketing. With newerproducts esp. SAAS, theyre starting community from the beginning:, gettingproduct feedback, QA teams are on those platforms listening and responding.What kinds of engagement levels do you observe in your community or do you use to move peopletowards deeper engagement?Hosted community members have to sign up for it, so theyre already (at least initially) moreengaged/committed than Twitter followers or Facebook Likes. The challenge then is to keepthem engaged.Betty: Influencers see theres a vacuum that they can fill.You need to provide things for people to do: Broken things they can fix; gaps they can fill.Content:Social is more of a flow/stream; hosted is more long-form, long-lived content.Content in a hosted community can be driven by the organization or members. Which onedrives content makes a difference.Interesting content in the hosted community then gets pushed to social channels (whereconfidentiality is not an issue).As a user, Chip goes to the hosted community for a purpose. Being community-minded, if heposts something there, he then also shares it out on his social channels.Programmatically, Edutopia provides modules where community members can teach each other(and get paid), guest blog, etc.Nicolas at Autodesk shares best images created by community members. Its always about thecommunity.Autodesk User Group International is an entire user-run community producing content. Theyused to do face-to-face events when there was money and online meetings when budgets weretight. Now they do both.Challenges:Companies think of online as cheaper but dont always understand the costs involved in theplatform, content, moderation.Tailoring posts for different channels: hosted, Facebook, Twitter.Best Practices:Take group photos at events and post them in the online community. It helps people rememberthose they met and continue to see themselves as a part of the community.You need one or two champions to keep an event-follow-up group going.Chip ran Obama campaign online for Northern California. Theyd go into different communitiesand do training sessions. They had people introduce themselves and inventory their skills, and
  22. 22. someone would immediately assign them a responsibility based on their skills. (For more onhow they did Camp Obama see the work of Marshall Ganz).Provide different ways for participants to contribute. Those who arent speaking arentnecessarily unengaged!When people first come in and start listening, they dont necessarily feel like a member untilsomeone welcomes them.How do you welcome someone in and make it not seem like an automated marketing message?Answer: Its not about you. Its about encouraging them to participate.Cultivate lieutenants who can help with welcoming new members (e.g., look at their profile andtailor your message).Recognize people.Connectors and glue: You might develop these internally or they might develop naturally.Earl: The Well has individual conferences, and each has a host who welcomes people.Edutopia integrates Twitter hashtags with blog strategy. In Facebook they only do 2 posts a daywith questions, based on what was popular on Twitter.Tools:Tools are getting better (e.g. Facebook segmentation by geography) for tailoring messages forcommunities, tools and individuals.We also had some discussion around Dunbars number (150) and how/whether this is of use incommunity management. Ray said he finds 1-9-90 (or 80-20 or such) more useful than Dunbarsnumber.Session Participants:Ally LorentsonBetty RayBJ WishinskyChip RobersonDave MillsDelfina DaresEarl CrabbJeff RichardsonJeska DzwigalskiJohn McDonaldJohn TroyerKevin MerrittKyle DykesLyne ArseneaultMaryann HulsmanNicolas LeducRay Eisenberg
  23. 23. Robert DellImmagineStacy StellaTajalli Love
  24. 24. Herd MentalityNotes: michelle.schlachtaPeople like to follow role modelsThe organization has an agenda, maybe tries to steer the herd. The topic/issue/interest givesfollowers a cause to rally around.Example: Calamity strikes and social media responds fast and visibly, and now there is a feeling whereif youre not responding quickly enough (or at all) people criticize your lack of involvement in theglobal effort. The cause can also allow people to piggyback off (create tangents?) from the originalissue and participate in issues that are not relevant to the original cause.Herd around something tangible? Or just an idea?Herd has a leader, theres also a shepherd (CM). Shepherd can leave leader to do their work.Shepherd role is to protect, redirect, lead.Herd leader (influencer) gets attention from company through personal relationship and high volumeof activity.When influencer leads herd in a direction thats negative against the company, company can reframecomplaints as "well, if you were doing it or building it, what would you do? help us improve" and getthem to share ideas and be involved in the process. Package up the feedback and lobby internally. Getthem to do QA and beta testing. Give them something exclusive to bite on and make them feel heardand their concerns understood.Enable them. Make it a symbiotic relationship.
  25. 25. Before you make big changes prepare for feedback and monitoring the reaction, get people internallyinvolved and informed.Are our efforts nimble enough to steer herd mentality?Solution. Tell them whats happening ahead of time (i.e. product changes). Explain why.If stuff happens that you cant predict, create an action plan of what do we do if a,b,c,d happens,what do we do, who are our points of contact, whats course of action, is there anything we can donow to prevent predicted thing? Turnaround should be quick, like 24 hrs or less, for reaction time.Volunteers. If people show an interest, give them something to do. Give them tools or access tothings. They will put out fires, police themselves, bring issues to you, be eyes and ears of thecommunity for the company. But must vet out peoples background first, screen them and make surethey are trusted (to the best of your ability & the resources you have). If they show good will, havehistory on the site that is positive, or on other sites.At the end of the day if you have a good product, that will save you.Engage. Empower. Enable.
  26. 26. BETTER GAMIFICATIONNotes: Caroline AbellarGLS: Social change, how games fit into society, rockstar tech educatorsJane McGonigalScott Nicholson: 90 minute talk about meaningful gamification (Anne will send URL)Gamification is okay but they’re all about extrinsic rewardsIt has become an addiction to want more and moreExample: Students aren’t doing as well because getting good grades is no longer intrinsicStudying motivation: self-determination theory – good read is Daniel Pink’s “Drive”Online safety is important but it is not the goal; goal needs to be safe participationA reward that is based on just completion is more damaging to your intrinsic feeling rather than yourmasteryFocus on 3 things:autonomy (choice and control = intrinsic rewards; extrinsic gives into addiction of more more more)competency (mastery = skill developing/meaningful learning rather than just getting grade)relatedness (engaging with the world and the community; engage people in things they’re passionatefor)Question: HOW TO DESIGN THINGS (GAME, VIRTUAL ENVIRONMENT) & BASE IT WITH INTRINSICREWARDS/GAMIFICATION?Give your users the choice to determine what their goals are rather than making certain goals for them –let them create their own pathCOMMENT- Youth: they’re digital natives, all about that gamification in contrast, we try to create certaincommunity / SO how do you include brands and expose them to it without them getting bored?Can’t help gamification from occurring but we need to find a way to make it more meaningfulCOMMENT- if you create competition, it fails. Make them work together as a group toward to a biggergoal.COMMENT OF ATTENDEE- there’s a relative need in that community that needs to be solved so how canwe create a collective effort to solve that (eg. Forums that are helping others solve their problems)COMMENT- create leaderboards help recognize and bring people to be rewarded for things they werealready planning on doingCOMMENT/QUESTION- you are what you measure so think about why do people participate in acommunity to begin with?COMMENT- Asking good questions, giving good answers – all things that are being rewarded are thingsthat are beCOMMENT- leaderboards of your friends is more effective than leaderboards of all users in general (toomany super users, bringing it close to home makes it more reachable) – reward improvement –COMMENT- create an incentive to change behavior in a meaningful way that gives people a choice to dosomething
  27. 27. COMMENT/QUESTION- Frustration: so many behaviors that happen on sites in your communities thatwe take for granted; if we just make it transparent instead of invisible – why do we only focus onnumber of followers, etc. – what’s your REAL objective though?COMMENT- Dr. Woo at Lithium – making gamification sustainable:Attention attributionIncentivize paths to intrinsic values – how do you get them to start down the road and incentivize it toyour end goalUsing game mechanics to empower type of abilities you want community to manifest; creating missionsand challenges, asking them to create the goals themselves/for their communities. DON’T ALWAYS ONLYGO TO SUPER USERS. (figure out social currency- example: if friends help move, you don’t pay them acheck, you’d give them pizza – they don’t want the pizza they want the helping you and then spendingtime to eat pizza that is the meaningfulness)COMMENT- the ongoing vibrancy of a community is important, various motivations but you mustunderstand the lenses of your audienceCool company to look toward: MarketoHow do you get lower end/tier users to go up/help them see that value? – understanding your owndynamics will help you figure that outCOMMENT- IMPORTANT VIEWPOINTS TO CONSIDER WHEN CREATING GOALS AND MIGRATION PATHS:Guest/prospects, members, superusers, internal users -- Rewards should be proportionate to what theaudience valuesNearandfar blog – how to create behaviors around apps that people want to come back toCoursera – they have a session on gamification (great to learn about the theory of gamification) – howto make a behavior happen and importance of tiny habits to move along behaviorsBunchball / Badgefill -- leaderboards, add-ons to social thingsNotice when people comment, are they asking a lot of questionsDon’t look when, how people post, look at WHATStart encouraging welcoming behaviors among the communities/community membersContributors: are they casual, regular, etc.You want people to know you’re approachable – how do you then put badges on profiles, then whatdoes it mean as far as showing on profiles?Badges: create stronger ties – example “here’s a likeminded person that I can connect with”, find a wayto bridge the gapsWhat is the difference between positive and negative addiction? Pos- making our own choices, Neg-wanting more and more moreJim Bauers – whyville – how
  28. 28. i18n CommunitiesXavier’s NotesObjective:- Identifying challengesGoals:- To determine best practices for operations-- How to address cultural differences when applying best practicesTopics: Localization-Localization is easier, you can buy tools, but this is not a strategy-Supporting the community requires more thought and planningContent is expensive to localizeEnd product is often culturally insensitive- Best practice is to create at source, use community to crowdsource this process- Best practice = give local responsibility to the countriesContent pipeline is difficult to source, you can overcome by using social medias platforms asopportunities to fill the content pipeline [faceNeed to standardize on platformTheir job to source contentunity members play a huge rolein staffing eventsand community.- New tool: geofluent -- nguage who wants to engage inGovernance- Legal would love to be a resource for community but currently not involved-- Depending on internal or external may be a lot of legal ramification
  29. 29. --
  30. 30. Global purpose:How do yo identify the global purpose of a brandcommunities may help to manifest the aesthetics of the brandCommunity purpose: SupportIdeation-differences between collaboration models or appetitie for collaboration- brand-we have one global community manager but sheconcept of social business, these users are using a combined tool,- In terms of scale yum brands letsas well.- oes
  31. 31. Knowledge management-Lifestyle
  32. 32. Continuing Community after the Event is OverOpening ideas…Continuing to relate to the content of the conference afterwards is key to skill improvement &ROINeed to engage different generations who have different concerns and communicationpreferenceShort term and long term goals and connections to be addressedNeed to tap into the energy of the moment (a week later is too late)Stage content (ppts) in advance so you can announce at the eventDevelop specific links later on to provide quick accessProlonging the experience, stop thinking about the event in finite time parameters (1 day)Association connections that blend online and offlineMulti-cultural, generational, rolesDifferent experience based on their age, tech experience, past experiencesHybrid model of continued learning (universities and corp) – f2f monthly + online weeklyLaunched platform to connect high school program members with working professionalsOnce the “program” is over (no more requirement to be there) people dropping offDesign for interactionBefore the event begins to learn who’s coming and what they want to learn aboutVia an online café to engage throughout the event – capture insights and experienceswhile the feeling is HOTDedicated monitor with twitter feed running live as a reminder, reward system andinspirationDifficult to get the individuals who were NOT able to attend the event to feel a part of and startinteracting with the communityCreating intimate relationship communitiesAnnual conference model is challenging – maintaining connections and energy vs renewing in 9monthsCreating cohorts of participants from different sessions the same class – encouraging pastgraduates to help new graduates to apply key content/tools and gain lessons learned from thosewho have been doing itGoing from f2f model to an online environmentPreparation before people show up – set the tone from the moment they walk in the roomBEFORE THE EVENT – Goal: increase enrollmentPrework assignments that individuals have to complete or think about in advanceShare with others via online forum or do on their ownCollect topics of interest that they want to learn more about via online toolAddress issues that won’t be covered at the event with value adding content/linkStart engaging with individuals before they show upCreate energy and excitement about the sessionSee who else is showing upPrepare for networking by learning more about other attendees in advance
  33. 33. Intro slidecasts and/or short video to set the context – can be for sales/marketing or contextsettingUnderstand the REASON people are showing up so you can create meaningful subgroupsGet to know what stage of their project/career they are inGive potential attendee “selling points” to share with their boss to help them get approvalCollect the powerpoint files from presenters in advance so you can share immediatelySet expectation of building relationships and continuing to connect after the program from thevery beginningDURING THE EVENT – goals: increase engagementFind other people “like me” early in the conference/workshop to allow time to buildrelationships with throughoutStart building relationships early and help make it easy for people to meet othersDesignate specific times to engage different types of peopleTech enthusiasts – “stump the experts” event with panel from tool vendorSurvey – ask “what do you want to continue to learn about”Post boards (physical or virtual) and way to identify people (biz cards or online profile)Identify key “lieutenants” from the group of attendees who are willing to help moderate onlineclarify specific roles and expectationsDivide and conquer by areas of interest, division, etc.Capture the social scene in photos to make the session easier to rememberPhotos with background “logos”Group picture to show the whole communityAction shots of small group engaged and having funRecord summary videos from top attended event speakers (separate video room) to shareafterwardsAFTER THE EVENT– goal: convey value and increase utilization of lessons learnedDon’t just create a wiki and hope they come - it doesn’t workLeverage online networking tools – vizzio?? (confirm) networking softwareLet people know where to go when they are ready to apply – situational“How to” videos and valuable links that participants can use later onSharing videos or audio after the event is overSmall group “watch” parties to review and discussionChange design to be 20 min talk with facilitated group discussion guideThis can be done LIVE tooGraphic facilitators to capture the “story” in imagesOther Engagement Opportunitiesopening and closing f2f with online in betweencreate some follow on projects for participants to engage inpartner a live ONLINE event at same time as f2f eventCreate “drip content” campaign to keep top of mindPeople often get more out of the social time at conferences than the sessionsdesign in more time in betweencreate ways to make it easy to meet new people at lunch/break
  34. 34. Balancing Corporate vs. Personal Brandhashtag for session - 2personasBrand voice vs your own voiceWhat makes your business your businessCreate a voice different than your personal voiceWhat type of voice do we want to haveWhich messages to push through which channels?Encourage personal brands and cultivate it – harnessing and supporting the brand, rally around themain brand. Org culture needs to be cultivated around this strategy.Case Study: TechSoup TwitterTwitter profile has tweeter byline - the community knows whoever is tweeting behind thebrand, and who the voice is associated to – I may personally get to know who I am speaking to.People get more interaction than the brand on twitterOrganization is full of really passionate people – the brand can bleed with the personal·Passionate followers are brought into company with your personal brandBrand Voice = cultureQuotes Captured“Give more to your ecosystem than you take out of it.”“Our struggle is in becoming a socially integrated self.”List of participantsJohn Troyer @jtroyerLyne @autodeskAle Bezdikian @techsoup @alebezMerith Weisman @ssucceSean Bryant @SeanBobby1Comment [1]: Merith Weisman:I did this, thanks for the tip!
  35. 35. Cheryl Rogers @cheryldactyl1Rachel Friedman @rachshredgnar @good peopleChip Roberson @chip-roberson---Notes by: Sean BryantIdentifying Culture of a Company helps to facilitate the voice the brand carries and how those directlyassociated with the content strategy /social media learn how to identify their individual voice from thatof the business.How to contribute original content -Article - personal my blog corporate / balanceTo CorporateResponse and interaction - cult of peopleCommunity implicationsIts not just about marketing efforts but about communityChip Brandle -Identify and track the web properties-nucleus corporate identitiesBranded peopleet the employees own the accountsdell changed the policy / persona managementidentifying the championsEagle vs MorganEvery organization has to solidify the online presence for online community- policies- company needs to decide what levers are in place- persona identity
  36. 36. Fluidity- business is much more free society when considering online awareness- ownership of certain accountsClarification of what is corporate- course and scopeHow do we keep the presence of organization separate from the individual?Brand Channel- interesting resourcePeople Channel- communityEncouragement- when the boat rises so does the tide- don’t scold the hand that made the mistake but rather allow them to learn and re-approach thesituation in a different manner next time.-We try to identify where the line is as the social environment grows -rather than reacting immediately / take some step sback and correct the mistakeA company is not an isolated fowlTim O Reilly -Give to your ecosystem than you take.Cultivating the personal brand while creating separation from individualityYour personal bleeds with the brand -Its important to recognize that we are growing and continuously learning-
  37. 37. Design Thinking for CommunityConvener: Betty Ray[OFFICIAL NOTETAKER NOTES SHOULD GO HERE]-----Miscellaneous Notes from Crystal ColemanDesign Thinking Process:Empathy – Understand needsDefine – Single Problem statementIdeation – Rapid Brainstorming and get feedbackPrototype - from feedback, doesn’t have to be sophisticated.Testing – Working with prototype and more feedback.Not a linear processOur job is to understand who our users are.Interviewing Power Users to run the five steps to solve problems.Have participants interview each other and design for one another through the five steps.Edutopia – In building their community they found that users wouldn’t really use thecommunity/discussion part due to other venues. Led to changing model because discussions don’t work.Topic based communities instead of groups.Topics can be really targeted. Why would they use both? Is there a pain point that you can solve??Formalized way of getting feedback up the stream.Post-It notes as part of design thinking.Focus vs Flair - Dedicated times for flair (thinking big, brainstorming) and focus.Empathy FlairDefine FocusIdeate FlairPrototype Focus
  38. 38. Test Flair and FocusBig Ideas Fest conference – three day design thinking workshop.Start to think about problems as design challenges. Solve for one problem statement.Build into your calendar… culture change. Parallels to an editorial calendar – Pull (from previous session)gives you the empathy step; identifying the problems.Additional Notes by Mia KossiavelouSession 211:00 a.m-12.00 pmDesign Thinking – Betty RayUser investment – creationOverview: Model invented in 1970’s 5stage process from empathy and talk to user, define single specificproblem statement, ideations and feedback from user, go back and create prototype you can use andengage with (last phase testing). For the purpose for community – as community managers we listen,how do we use it? How might we help integrating to boost engagement?Work with 100’s communities on Jive (SAP) use design thinking with community. Templates and moldand discussion functionality, how to facilitate engagement.Casestudy (SAP) 1-2million people in community farm out – external / usersGame design – learning opportunity and figure out how to expand design outlet experience and drivepeople stay longerHow to create something of value with big group – find one and use empathy portion, define askingquestion and getting social psychological motivation – on the phone and face to face listening (scaling tocommunity).Chad window in ning to listen / to listen toInterview each other – builds empathyTech soup talking about three overarching themes asked 5-pointed questions matched and had openconversation with art communityDesigning new community at Edutopia – why do we need this? Teacher can get expert educationthrough expert build topic based communities.
  39. 39. Crediblity – design thinking is formalized it’s tried and tested Stanford uses it.Costs money but saves marketing later Resources that you need to allocate to make this work. Pre-launch.Community management after the fact – align more with corporate taxonomy lost some of thegranularity people couldn’t find things – lost on UI didn’t speak to users. Didn’t test it and needed tocalm users down and are doing that.Events help – physical a lot of that happening, improving online. Physical events to do that – post itnotes.Design thinking steps: Dedicated times for flare (ideate big open empathy), focus (defined) and testingprototype (both)Map it to a calendar.Background from Edutopia Betty saw at Big ideas fest Half Moon BayGoogle hangout – bring on people and have them skypeGrew community from 5000 to 50,000Challenges – keeping them engagedUse design thinking – what challenges are within group online design thinkingDoing a redesign – UI getting feedback when there’s change. Build something that’s effective – approachas an anthropologist (not defensive)Resistant to change – vs new usersFind out what needs are – what they love and are passionate about, can start to see themes and seeemergent needs.Taking design thinking and applying to different areas, proven approach and it’s going to help. Build a lotof things use to get possible productMaking time and allocating resources to use Design thinking a challenge, good to start small.Resources to use (Betty to send).
  40. 40. Creating a Community PlanNotes: Caroline AbellarLithium tech: Create a 12 month rolling plan and have that to communicate with stake holdersIdeas of community plan:plan to expand and grow the community over timefigure out your community organizational values and plan around those valuesutilizing calendars for certain topicsis there a diff between community plan and a road map?Yes: rolling plan, constantly updating (road map tends to be a larger picture)No:Two sides of trying to plan for a community/things that go on in the community (road map: providesfunctionality, seasonal events/calendar but a plan is more about the philosophy about what thecommunity does and is that augments that road map)Missions or values are strategy while the plan can maneuver around, overall goal doesn’t changeHaving a planning process to touch base and re-plan; must be flexibleYou’re planning and moving and pivoting for shorter term rather than a plan for the entire yearYour plan has a mechanism but must be agile and flexibleBefore you make a plan, you must really listenIt’s important to incorporate listening before you project what can happen so that your plan reacts towhat is actually happening rather than what you think it’ll doPart of your plan must be to morph your planPlan to have your plans knock off coursePlanning exercise gets you out of today and into how to startAlso able to be held accountable to your stake holders, “didn’t you mean to do “this goal”, what’s next”Broad strategic objectives, plan shouldn’t be too detailedPlan be super simple along a timelineFramework:1. Company one time: plan for things that might effect us2. Company recurring: things we know that happen annually, quarterly, etc. (meetings,conferences)3. Community one time: plan for things that might effect them4. Community recurring: things you’ll do regularly for your community, MVPs/VIPs5. Community Life cyle: things we can do now because we’re able to scale things weweren’t able to do before, more features you want to deploy since you’re can now**industry one time could be merged into this framework: it’s out of control, externalities (ie.Legislation, things that you know are coming that your community will be affected by but you don’tknow when/how)
  41. 41. **top to bottom: top happens within organization and toward bottom happens within communityOperational plans include moderation, things that happen every dayTactical plan is how tomorrow is going to be different than todayHow to tweak framework for a smaller start up? layers still exist but are not as complicatedCommunity plan drives to enact some kind of change whereas disaster plans happens more in real timeCrisis can even help shape your communityChanging strategies may raise question of where we’re going as a companyLook at your plan is for initiatives, what came up that wasn’t involved, what would be beneficial to beaware of for next planPlanning for 3 months is good, quarterly planning** Susan to share googledocJan-Apr: A, B, C (events/initiatives), then create way of grading/points (you’ll know what is successful)Is this right on mission or right off mission? – does it allow for new projects to spin off? – review pastquarter and then plan for next quarter – how to work on something and then decide when to axe it ornot? – create a transparent way for people to know what’s going onHaving things happen in the public and creating reflective pieces really makes us evaluate and checkwhat stage our organization isWho contributes? Organization and even getting users to participate is beneficialFind a way to include people who may affect the community in this planning processBosses are trusting you to understand the community because they don’t always understand it or whatquestions to askYou don’t get resources unless you discuss it and understand itROI: discuss metrics to go along with your plans, this and why, can be challenging but it is importantGive a reasonable goal, make it easyHave a regular conversation about ROI and metrics is important in showing the value of it andcontinuing conversation into the next goals and plansBeing able to answer why we’re doing something and looking at why things are costing what it is reallyshows the values and benefits; need to be able to speak in BOTH numbers and community valuesQualitative AND quanitative measures adds legitimacy to the planMust be aware of what is relevant to stake holders; know what they care aboutAssigning monetary/numerical value to each individual as a starting point can be usefulConsistency is a metric that shouldn’t be ignored—numbers not going down is significantIt doesn’t always have to be about growth and scale—creating an intact super user group that areevangelists can be very essential to your goals
  42. 42. Tummeling or Why Community Manager Is a Sh*tty NameConvened by: Deb Schultz, Heather Gold, and Kevin Marks (hosts of BJ WishinskySession hashtag #tummel"Community managers are the web masters of Web 2.0." - Deb"Community managers are the CEOs of tomorrow." - HeatherCommunity is a very specific thing, not a separate vertical. People who have community manager skillsare the connective tissue. "Tummlers are those people within communities, companies, organizations,who make shit happen." - Deb. We need more tools for tummlers.Heather: Great example of a tummler (watch on tummelvision): Andy Carvin, journalist, NPR digitalstrategyAssumption: If you build it, it will come. Heather, Deb and Kevin think thats not the case. Its thetummlers who make it happen.Some people do this naturally. Heather and Deb do this naturally. Kevin says he had to learn; hes aprogrammer at heart. That led to blogging and answering questions on mailing list. "I dont really havesmall talk but I can talk if I find people I have something in common with."Online community in a business setting seems to live in either customer service or marketing.In early stages, it doesnt make se nse to have customer service and marketing as separate from thedevelopment cycle. Who are you bringing, and how do you get them to stay?Dan: You can get community tools anywhere (Lithium, Drupal, etc.). People come to companies likeLithium because they have the domain expertise. Michael, their neuropsychologist, looks at things likewhat makes an influencer an influencer.In most cases, community managers are implementers but not the purchasers of their products.Talking about the importance of early stage, where startups dont have the resources for a platform likeLithium. Hopefully youll never again have the same ratio of employees to customers. "You buildauthentic networks before you need them." - Deb SchultzCan you learn how to do this? Yes, but you need to be outward focused (i.e., on the customer) to buildan effective communal space.
  43. 43. Lithium has about 300 employees but platform runs communities of 90 million participants.When a company wants to hire a community manager, what do they think that means to them and whatis the purpose of the community? Need to nail that down before you get into the tools capabilitiespiece. Also critically important how that plugs into the rest of the business.Deb: My role is to connect the customers to each other. To listen to the community and bring everythingback to the company. Its the most strategic role in the company (but never gets funded that way).Heather: But most companies are looking at it as marketing. I dont understand how anyone builds acustomer base without making real connections.Van: Because of all the talk about agile and getting input from customers, the time is right forintegrating community into the product design cycle. Being selective about who you invite in andamplify at the beginning is very important.Industry right now is focused on ramification but needs to be focused on product design.Need tools that make the spokes and member-to-member communications more evident.Participants:Name Twitter Email (dot com except where noted)Heather Gold @heathr subvert at subvertKevin Marks @kevinmarks kmarks at salesforceDeb Schultz @debs deborahschultz at gmailAnne Collier @annecollier anne at connectsafely dot orgEamon Armstrong @purplegandaSF eamon at fest300Grace Chang gracechang121 at gmailVan Riper @vanriper vanriper at googleDan Ziman @lostinthefog dan.ziman at lithiumBJ Wishinsky @leapingwoman bj.wishinsky at gmail
  44. 44. Engagement MountainLead: Evonne, EddefyNotes:MariannaSchwerdtfeger· Traditional pyramid model - … not necessarily reflecting the up and down / come and go of whathappens· Pyramid of engagement: laid out in strata: four levels – volunteer hours / donations /..:low-level people, just watching –second level – paying attention, sharing a link or two, etc.third level: people are doing more, evangelist, events –tip of the pyramid: fans and superfans – small number of people· You can look for signposts / markers to see where you are in the stages… think about what thestages are, where they get stuck, and then they don’t know where to go… Want to create signposts soyou can understand there’s a fork in the road. Where to send people.· Our role (as community managers) as guides.· So our goal here: steps in the mountain, where are the chasms, and what is our role as theSherpa.
  45. 45. · Looking at this as a mountain hike (feedback)Great story: need to communicate to people about their new role as a community manager, sohaving this story is great. Currently use ‘gardeners’ a lot.Love to hear more about the forks in the road. The structure doesn’t matter as much as these forks inthe road.Note: Along with forks, we need signposts – having a person at the fork, or a way for people toreflect. A mirror or a sign.We need to get them safely up the mountain and try not to lose people – help them find their rightpeople – e.g. need people at base camp. Help people get down the mountain without losing them. Innon-profit (and business too), this is a huge issue. Need a way to back out / have a safety net. Especiallyif you’re at the top and you want to leave – how do you do this… not knowing what to do, people justleave.· Apply to both new / and managing existing. Think about:If I’m a superfan, this is what I need to stay engaged…If I want to volunteer more, this is what I need to do that…Leads to – create an incentive here, reach out to people there…· Responses:· Initiation Stage:At the bottom (entry point) – I need a map. Initiation. Is this education about the community, how touse it, purpose, features…A person a little higher up saying hi. “Welcoming agent” . Answers newbie questions. Only thing insomeone’s example: the only thing that drove the numbers up was a real person saying hi – a virtualcommunity called SecondLife.Automated this: Small business users trying to get online. Negative reaction to the automation.New users may feel overwhelmed. Not know what they don’t know. Why am I here? (Purpose)Sherpa / Guide / Friend – Community Member – can be here.Can be part of Community Manager’s role, or can be other community members.Have to define where your online community is… e.g. technical support forum. – fluid between social/ technical circles etc… Is the facebook page the same level of community as the technical supportcommunity.So there’s a need for triage.Bottom of mountain: general social media channels, facebook, etc.· Forest of ForumHigher level – people are looking for something in particular.What is the role here? Posting, sharing, commenting… moving up the mountain.. as soon as theyshare something, they’re moving. Do we have a clear way of capturing these people?Tools out there where you can capture names… but something Big Brother about this… so we are notdoing this right now (at Adobe)Here: What’s in it for me. Why – why am I bothering.Communities of practice / Communities of interest.Need some sort of reward… Incentive.Here starts to be gamification/ badges / shwag
  46. 46. These people are bought in.· GrowFor a Support Community – people get their answer and they leave. They’re busy and they’reannoyed to be there.90% will always come and go9% will stick around1% will answer all the questions… that’s OK.?But I want people to stick around.To build forum into community – this is where your service-level question comes in – e.g. if youanswer their questions quickly, that makes them come back. Maybe you don’t want them to come back,maybe you want them to tell their friend. ‘amazing service level’= Need hooks. = “Leap of Faith” – This is where the community manager or the company takes a leapof faith, to give the community member more responsibility, e.g. to make the moderators or let themblog, etc.Access to Content is an advantage. Can bring people in, let them rise up.· MoneyGrow the community: Throw money at them… But that is not organic/sustainable.Early on this can really help. Not necessarily sustainable – e.g. a model where they took a picture ofeveryone’s house,real house. Built it up in the beginning.Also raises question of “quantity vs. quality”But on the flipside, Photoshop team is spending money and doing good campaigns, e.g. furry catpartner with cat adoption organizations… not cheap to create, but it’s really fostering engagement.Note: kudos are great for reputation systems, but may not incentivize enough engagement.Other example: $5 starbucks cards helped people fill out their profiles. / Offered $5,000 if we got85% profile completeness and have people vote for the charity.So, back to how do you get people from base camp to the next level: Start with a thank you.= Gratitude. This is a fork where you may lose them (send them down a chasm), if you do not thankthem. Can automate this and it can work… Very very small where they thought the email was comingfrom the founder, it wasn’t and still led to a conversation. Sneaky way to do this.· Real-life EventsAs a catalyst… step above…once you’re in conversation, you want to meet these people.This is a fork in the road: you may decide these are not your people or get really more engagedBase camps. – think of creating more than one base camp.E.g. base funnel from social media to the higher levels.Top base camp: superfan base.· Vocal minority:Have to educate executives. Have to have senior execs that are willing to back up your analysis.Example: Hand-counted negative responses to have real data.· Responsiveness:Executives dealing with some (superfan base), while others – community members or communitymanager responds at another level.Or make people feel special at the top
  47. 47. = Events· How to get people at the top to check out ‘gracefully’ in a way that we don’t lose thempermanentlyE.g. give them a basecamp to rest atNeed a technology alert: Jennifer hasn’t posted in two weeks… Need to know. Trending up, you wantto reward that; trending down, you need to know.E.g. “we notice you haven’t opened yoru emails in a while. Do you want us to unscubscribe you?”Maybe you’re done and maybe that’s OK.Then a communication strategy. – can’t reach out 1:1 in a large company, but in smallercommunities, you can.Alumni status – still status of some sort, but a recognition that they are not as active as they used tobe.Goals:Protect the reputation.Lower base:Can empower the top level people have the connection with the lower-level people. …Empowerment as an incentive. Not as something you have to do. Supporting people who aresupporting you. Usually they’re up at the top. But wherever they are, be sure to recognize people whoare helping other people unsolicited.Especially in person.Gratitude – all along the way.Food!· Bridgebuilder on the side of the mountain – network to other communities or bridge builder.WE’re sorry to see you go, but if we can be here for you in the future, please come back.· EntertainmentPersonal voice that is not a robot…personality… enjoyment…· Somewhere a role for subject matter expert – they are also at all the different levels..· Have an Expert Hangout –This is also a good place for the Executives to hang out then.Challenge· How to transfer reputation from one community to another (technical)We need to supply a landing page…Coming in at a different stage
  48. 48. How to turn a Celebrity into an Interactive communityGetting a community around the celebrityCelebrities get tired really fast and have someone else post on their behalfCelebrities can’t figure out how to spread themselvesThey don’t know how to do it on a consistent basisCelebrity needs to broaden topics …possibly by doing goodHave to make sure the brand or celebrity that is involved with your community is involved - create acontract, set expectations … or create an exchange where you promote their “brand”, project, orphilanthropic endeavorNeeds to be on a semi regular basis - be authentic and bring personality and humanizeGoogle loves wordpress/SEOMake it easy for them to reach lots of people … when trying to get involved with celebrities make it easyfor them to get involved· Find all the tweets with possible responses and email to them· Hold their hand through the entire thing so you get what you want· Write out in advance and have them approve (scripting to make life easy)· Find a celebrity that cares about your brand and then make their life easy· Ghost writer for a blog post – tell celebrity to gather random thoughts and have someone else writeand then have celebrity approve it· Just get it out and make it simple· Find the best processCelebrity judging for contests - text them photos, mobileHave fans get together for meet ups at events 1e) xgames, concerts, meet us at our merch stand for freepizza … if you join our meet up you get a special prize - an exclusive benefit to being part of a meetup---notes by Lynn Abate-Johnson @peoplefw on Twitter, Instagram.Led by John McDonald and Allison Leahy from NingHas been used to build communities, but still, celebs are not transitioning to building an interactivecommunity on Ning.Often, the reason is to get to a better monetization strategy, getting your most ardent fans to interactwith each other.
  49. 49. e.g. Bands – ecommerce, ticket salesAuthors – building discussions and sales around your newly published bookCelebrities“Divalicious” moved from Wordpress blog to Ning, allowing her to hold regular chat sessions. Deepensrelationships with her community.Celebs don’t want to personally post so when kids go online to interact with favorite celebs, they getdiscouraged and stop visiting that platform.Ideas to generate more celeb involvementOffer endorsementsDon’t think so muchMake it easy for them to do “business” with youHire monitors to comb through posts on FB, Twitter, Ning, other platformsHow to get the fans/advocates toSmall, scalable steps. Try lots of different things.Listen to what they are doingMake it fun – gamify anything you can – things people are doing at the moment, use images, createmeet ups at different locations, wherever the celebs are or are traveling.Photo contest JUDGED BY the celebs(lingo: “shine” – as a verb...getting shine from 50Cent, for example)Food – people on tour as fans and celebs are always hungry. Meet at our “Merch Booth” and grab somepizza!WiFi – provide a hub for people to come to physically and connectYou don’t even have to promise anything in advanceCan offer follow backs – especially #FFCasual conversations between friends on any platform, especially between celebs, can attract moreadvocates.Social ecommerce – net platform being birthed based on Action Sports niche. Involving brands, non-profits. Website launching in June. Goodpeople.comStarted 4 years ago in Buenos Aires.Engineers are there. Appearing at various XGames trying to connect with athletes and fans. First focusis on board sports.Rachel Friedman@RachShredGnar
  50. 50. Jennifer Lowe (10 years in a punk rock band), now with“Metaverse Mod Squad” – Outsource moderation. Carnegie Hall is one of their clients. Focus in oninternational music exchange, focused on kids (quantity over quality) who then become associated withthe Carnegie Hall brand.They manage communities on Ning. They love it because they are so familiar with it.Part of what she does is “therapy” for social mediaEspecially when haters/trolls show up.Sometimes, the best approach is to take a breath and give them a little attention, and then they canbecome your biggest proponents.Big Hotel chain “cat crisis”. Turned it around by going out directly to the most vocal detractors andexplained some of the “behind the scenes”.People in business get so nervous about negative comments but they reversible, in many cases, if you donot RUN from them. Transparency is the word of the day.Keys: be adventurous.Try out various approaches, come up with tricks of the trade, most effective ways of getting celebritiesand fans involved with each other.You gotta PLAY with people.Find out the celeb’s lifestyle so they can EASILY incorporate social into their lives, even if they can onlystart from their smart phone.When planning an online event, be sure to prepare in advance, write scripted questions as startingpoints then allow for the convo to flow.Murray Newlands from InfluencePeople.comThe bigger you get, the more haters you’ll get. If people don’t hate on you, you’re not doing anything.Celebrities want to be recognized/announced.Acknowledgements before, during, after.
  51. 51. Social Customer ServiceConvener: Erica GalarcoNote Taker: Crystal ColemanParticipants: Caty Kobe, Lizz Peter, Joe Cothrell, Lynn Abate-Johnson, Bill Johnston, Bradley Rowe,Jennifer LoweIntros and concerns from the participants:Managing Angry people – turning into fans.Making service a non-entity. Bill looking at metrics: first response, time to resolution, build library ofanswers. Getting a pop of social love currently because the way they engage.Internationalization of presenceSupport on a small scale.Cross pollination between social customer service and traditional.Friction; does allowing negativity encourage authenticity?ProcessesErica has spent 8 months building documents of processes for this new channel. Very manual still, usetriage model to escalate through social lead, who sends to customer service team and then originalteam closes loop in social space. Larger groups have customer service people dedicated to social who doit all.Social lives within marketing, but has cross-functional team. They have to touch social and they are theambassadors of social within their function.Bill talked about the Autodesk processes – Radian 6 for listening, also use Lithium, Get Satisfaction. R6ingests everything. Most routed manually. Adobe knowledge base content evolves within Sales force,then pushed out to social channels. Experimented with Sprinklr, didn’t feel like it stuck. At Dell, usedSprout/Sprinklr.Compliance, such as in financial companies, is a host of new challenges, Sprinklr may help document.Social Support used to be peer support forums, now off-demand direct support through channels.NegativityLooked at goals, customer service/advocacy floated to the top. Citigroup approach: We get it, we let itsit (re Facebook page postings, etc). Unless violating TOU, let it sit. See if actionable from customerservice perspective and if so, pull to PM.Get Satisfaction – with FB and twitter, have tools in app to turn that communication into ticket. If theycan resolve publicly, they’ll do it; If personal information, take offline, email, salesforce.Look past four letter words to discover the pain point, root concern, and have compassion. Get back tothem fast with acknowledgement, and then follow through with answer. Works closely with product andengineering (can get away with as smaller company).
  52. 52. Autodesk – From forums, will escalate to a case if fits criteria. Originally, Bill told the social media guysnot to respond to blind hate; Instead of stopping engaging with four letter words, they continued torespond and had a lot of positive return. If you can get the tone of a response right, you can turn theconversation.Erika thinks that about 40-45% of people who bring up a problem in social bring it up in social, theyengage, but never get back to them. Do you close the loop and say they didn’t respond publicly? GetSatisfaction has 5-7 day archive window; will check in before closing it, give a few other options.Want to be the one who ends the conversation… last response. If they respond with a “thanks,” Like it tolet them know you heard them.Try to discourage internal bad mouthing … feeds into the way you respond to customers. Social dynamicacross the wall and inside.Mantras from Joe and Crystal: Twice as Nice as Real Life and Assume Good Intent.Issue resolved, customer still unhappy?? What do you do? Depends on situation, how much time andeffort are you spending?Do frontline support reps feel empowered? Can they escalate? Do they know when?Frank with Comcast story…, they turned to him when someone was so angry they turned to the CEO. Hewas empowered to go to whoever he needed to to get the problem addressed. Empowerment isimportant.Any good social strategy is grounded in customer service.How do you deal with a venter who’s not against you but using your channels to vent? Case Example: acompany turned their support voice from male, dominant, know everything, to a Mom. Page went fromextreme hate to people communicating more civilly.Sign your name, offer to give them your email address.Ted Rubin – gives his cell phone everywhere. Talks about this in his book. “Just Be Nice.”“You” makes people defensive. Validation, Empathy. Using “We” and making “I” statements. Smallthings you do that make a huge difference. Can’t cut and paste, have to use a human voice.Adjust boilerplates; Here are the three things to include in your message, you choose how to includethem.Bill showed a great infographic that he’ll share.Keep a “warm fuzzies” file: Those emails where someone responded in a really great way, told you theymade your day, etc. We have a million stories, just capture them; we don’t often think about that.Empower everyone to make it right.
  53. 53. Case example: Company had everyone in corporate handle customer service tickets. Developers did notrespond well to customers.Suggestion of retail having corporate work in stores once a quarter. Harley Davidson does that.Undercover Boss mentality; gets that connection to all parts of the channel since it’s all on the backs ofthose customers.
  54. 54. Tools List: Top Fans, Customers, etc.Notes: Lewis HaidtCreate List of Tools to Find Influencers in Online Communities- ConnectedAction: tool for network maps/network analysis. contact: Marc Smith.- Use Twitter/netvibes/hootsuite to build lists, see who gets most RTs.- Social Bro.; – analyze your own platforms/reach- What The Hashtag and - find hashtags to follow- Listorius - analyze lists- Sumazi - analyze networks, connect to key influencresO Old School: Analyze Google Group and Yahoo Group, See who’s sending messages and sort.- Look on slideshare under topic and follow those with most downloads- StackOverflow: see whos followedOpen question:- tools to analyze Pinterest
  55. 55. Community/Social & Marketing AutomationNotes from: Sean Bryant <>Changing behavior in a free way -intrinsic- connector of action- the most interesting are spokes of a bike- enter is a hand shake- gamification- lithium- chief scientist- over justification- intention retribution- game mechanics- insentivise- to create intrinsic path- allowing the community to create the goals- dont only go to super users- social currency- moving - 10 of friends- the pizza is currencyGoal Setting- multiple bottom lines- how am I being measured- esctetic metrics- 3 view points- guests- members- super users / internal usersView points can be very helpful to create migration pathand multiple bottom linesBring out humanity not the business or technologyBill -Practice of Welcoming- lurker population- ramification - is used sparingly- honoring a new product
  56. 56. Web reputation -Building Web ReputationBranding FarmerGamification - Theory and applicationElicid behavior~
  57. 57. Community Leadership from WithinNotes:MariannaSchwerdtfegerLead: BJ Wishinsky· @leapingwomanEmail:· BJ.wishinskyATgmail· gailwilliamsATwellgail· heathervancura –· rachelleentwisleATgcxcorp· jeffrichardsonATjefferson20· Michael delong –· Marianne Schwerdtfeger· Cheryl rogersATcheryldacyl1Article about Attention·· (unintended) double entendre meaning of “leadership from within” – within the community andfrom within ourselves…How to cultivate leadership from within community …· Because we don’t have enough staff, and because it’s about community…not about us..Cultivating leadership· Globally / Cultural aspects· Gender ?The Well· One of the things that cemented community was a community-initiated a drop-in party at theoffice.This started a monthly face-to-face event tradition… People talked about it before, talked about itafter…story-telling event for those who didn’t participate…= meetup groups…
  58. 58. · Overall, what people get from organizations – slightly cynical description of organizationalevolution:The group gets together because they want to do something. At first the group is aboutaction/purpose.Second stage: the group is successful, I want to be a part of it, tell my friends about it, etc.Third stage: the challenge: where it’s only about the credential. The group loses its core value.Through these phases – look at the roles and whether someone wants to be a leader… help them bethere for the original purpose and the people, and not just ‘the brag’.· Example: Ambassador program:Worked on for a non-profit, initially a member of the ambassador network, came in as a volunteer…When BJ was responsible for the program, there was a period of growth, people would put on theirprofile, but we never ehard from them again.So we sat down and looked at =- what does it really mean to be an ambassador –w aht are thecharacteristics of a leader in your community (e,.g. someone who is contributing of value, or going outof their way to help people)And then making sure there are ways that exist in your community that makes it easy for people tomake these contributions (e.g. make it easy to respond to other’s questions). Others can rate thecontent that the community values… etc.I.e. who’s already demonstrating leadership, and then make it easy for them to do that ..Question: You don’t really need to put an incentive for the ones already doing it. You need to provideincentive to get those who aren’t participating to participate.Even the quiet people – may be talking about it somewhere elseLeadership : real world / online – a difference?· Gail: Noelle / peacenet – People who were really sure of themselves, aggressive online, inperson were sometimes very quiet and shy in person. People let out the other side of their personalityonline. …· Also cultural differences… Bay Area – I don’t have to think that much about the ‘attractiveness’of the person; in other cultures, the person in person has to have a certain look to match the“leadership” role…There’s leadership in everyone… how do we pull that out?· Leading from any chair… in face-to-face – the extrovert who thinks while they talk whodominates the conversation; so online environment is good for introverts – to cultivate leadership.· Rewards and recognition to encourage .. small acts of bravery that we see.To help peoplerecognize leadership. Help people ramp up quickerImportant to have posted guidelines. And enforce them. Successful communities: Mutual respect fordivergent views is part of the ground rules and makes it safe for people who are more shy aboutcontributing. Have clarity about boundaries – can make it easier / safer to participate.Recognition: to acknowledge the person who contributes (or added value or whatever)
  59. 59. Recognition: to help others recognize what leadership looks like here.· Online recognition:Thank you goes a long way!Quoting people – often community members can express better than you can.. .use them!Do blog posts with highlights – may I quote you on this – get permission.If people are really articulate, ask them to do guest blog posts..Next level: Give them a login and make them a regular bloggerSometimes might need to talk to the more vocal ones – “don’t know if you realize how muchinfluence you have here” - < not to shut them up, but make them more aware of how they can helpnurture more participation by othersGiving attention in a sincere way is what builds community· Really listen… listen to the voices, notice who’s speaking, how they’re speaking..· Article about attention way back – and you can refer people to it… “Innkeeping in Cyberspace” –at the end there’s a bunch of principles. John Coate· Note: In real life, often the people who don’t say much, and are quiet, when they speak, arereally worth listening to. Find a way online to make sure the quiet person is also contributing, orconsider how this maps to online.· Leadership the same as contributors / engagement? / or Top Fans.Back to leadership· One way to recognize someone is to give them more leadership responsibility …can also be aburden… something to keep in mind. Could be that they also resist doing more.Listen: Find out what their interests are and shape something around that…Being part of a special group – can be a motivator. People want to volunteer to be part of a specialgroup.· Intuition…. Think about who will be offended and who will be delighted. And give people alwaysa graceful out.Distinguish between high engagement and leadership.· High contribution not necessarily leadership.· Leadership may be quietly – welcoming newcomers, noticing what they are posting about, andmake a new thread to create an environment that the new person can engage in…this is not justengagement, this is making an environment where other people can engage..· A way to encourage that kind of leadership is to give them more hours in the system… all thelevels are good!We want the person who is just readingThe person who is just postingThe ‘leader’
  60. 60. = Value everyone’s contribution; recognize that not everyone will contribute at the same rate, all thetime, may come back later…· Leadership stimulates exponential engagement.· Peace keepers as leaders - the person who’s making peace – another leadership quality.Note· Sometimes put in charge of a community because you have a lot of expertise. But you arecultivating community, so sometimes you have to leave some space for the community to respond.Which they will.Sometimes people will ask her a question privately…and she would encourage them to take it to thecommunity. Foster dialog. Empower the community to show their own leadership. Sharing something soeveryone can learn from it. < Leadership.A lot of times, the community grows up around a charismatic manager, and yet it’s still not about thatperson; it’s about the community.Roles / Titles· Community Manager …· Moderators…· Conference host… (conference is the word for ‘forum’ used at Noelle· Fair Witness title created some side-effects that weren’t good – some though too geeky andsome took “witness” too seriously..· Peace keepers as leaders
  61. 61. Bring your own social in the enterpriseCorporate VS PrivatePUBLIC AT LARGE MODEL OF INVENTORYEmployeesCore Owned propertiesCorporate Owned vs Employee OwnedVolunteersChannel Partners & Brand AdvocatesYou have our permission – some of it is roll your own. Example Tory Burch, page of counterfeit to showthat these are not authorized.Example: Green 360 careersObama Camp: 2008 Messaging to would be advocates that their behaviour reflects the vision/brandTaking responsibility – assigning simple / specific piece of the pieSocial and community pushes message out outbound vs inboundWent through inventory “What are your resources/what are your talents?” Bringing people together tobuild a community.
  62. 62. Content Strategy and Endorsement StrategyHelp build their community so you can help1-9-90% pyramid rule1% most active brand advocate – evangelist original content9% producing the bulk of the content90% visitsExample of: Gary Vaaynerchuk @Garyvee turned parents liquor store and started generating content heused on social media and he tries to respond‘the thank you economy’- Engagement (instantaneous)- Conversation- Relationship (duration)If you ask for something you have to give something in return – reciprocityWhat’s in it for them?Two types of advocates –You bring your social network your own ‘rolodex’ or own socialGrey area of ownershipe.g. 1. Phone Dog vs Cravits (twitter consultant) ownership – got resolved out of courtWanted to take twitter handle with hime.g. 2. Eagle (ex-CEO) vs Morgan combined personal professional use of Linkedin profile.Went to court and judgment was made they had to give Eagle her LinkedIn profile. Got to keep herconnections because there was no policy in place.Need to set up a policy / terms of agreement / why relationship can be terminated3rdparty policiesUnclear who owns property…Traditional barriers are getting blurry with social.Web domains fall into intangible propertyOwnership and relationship around intangible property
  63. 63. Social Media started up organically – then marketing / PR / sales / market research / customer service /HR / legal / got involvedThe whole enterprise is involved and what do we do, what are the relationships?Managing the change in this enterprise whether you’re small or huge all have visibility.Presence audit – around brand identity1. 1. Yard sell of campaigns – adhoc must have social2. 2. Need to go through change – I’ve got to become a social enterprise, devise a socialstrategy etc.3. 3. Social enterprise (e.g. Dell mature)
  64. 64. Why do people volunteer?To feel good about yourselfReflects your valuesMandatory participation for work or schoolIt’s important to notice how people naturally identify themselves - as volunteers, as ambassadors, asperipheral staff, etc.Observation: Open source culture makes it so that people want to help each build and learn based onuser experience and personal expertiseRecognize and acknowledge - don’t provide an incentive for doing. Award the doing behavior once ithappens.Cluster your activities for volunteers - once you have a volunteer, you need to have a built place to steerthem for possible opportunities.Xavier’s Notes:Mandatory reading = Dan Ariely Predictably IrrationalHuman motivation, grad student menial task,What happens when you run a contest w/ a cash prizeFinding people vs. volunteering on your own?How do you get programmers to write documentation? What is a volunteer?- Contributor,Be careful about limiting the value upfront, con sider setting terms upfront for the benefitsreceived by participationGood reputation decaysTaping into an existing networkHow do you channel motivationHow do you understand what motivates your commuity, how do you evaluate the need for a rank andreputation hierarchy?