8 steps to a thriving web community - the role of open source drupal
DESCRIPTION
Building and nurturing a community and using social media to cultivate your community is moving from a "nice to have" to a business requirement. Those businesses that leverage this social momentum increase loyalty, brand value and revenue. However, this transition can be very difficult and disruptive because it requires cultural, leadership, strategy, workflow, and operational changes. Social media experts from The Community Roundtable have developed a Community Maturity Model with eight competencies to help guide organizations through this complex management transformation and to provide a best practices benchmark.TRANSCRIPT
8 Steps to a Thriving Web Community – The Role of Open Source Drupal
Rachel Happe Cofounder
The Community Roundtable
Lynne Capozzi VP Marketing Acquia
Community Management Primer
Rachel Happe & Jim Storer Principals
The Community Roundtable
Trends Organizations Want to Leverage
• Membership in online communities has more than doubled in only three years.
• 54% of members log into their community at least once a day.
• 71% of members said their community is very important or extremely important to them.
• 55% say they feel as strongly about their online communities as they do about their real-world communities
– 2008 report from the Center for the Digital Future at the USC Annenberg School for Communication
Yet…Enterprise social software has only been tracked since 2007 as a viable market
Rapid growth is causing a lot of confusion
What is The Community Roundtable?
The Community Roundtable is a peer network for community managers and social media practitioners who’s mission is:
#LaunchCamp @TheCR @jimstorer @rhappe
Further the discipline of community management
Provide support and resources for community managers
Aggregate, document, and share community management best practices
www.community‐roundtable.com
Who We Are
Rachel Happe
Background: PRTM, IDe, Bitpass, IDC, Mzinga
Skills: Facilitation, Communication, Analysis, Management, Coaching, Content Creation
Domain Expertise: Internet trends, Social Media, Communities, New Product Development
Jim Storer
Background: DCI, SharedInsights, Mzinga
Skills: Facilitation, Communication, Community Management, Coaching, Content Creation
Domain Expertise: Social Media, Communities, Programming & content
Our customers have diverse experiences with community management
Members have an average of 4.7 years of community management experience
Community Maturity Model TM
Strategy
Leadership
Culture
Community Management
Content & Programming
Policies & Governance
Tools
Metrics & Measurement
Stage 1
Hierarchy Stage 2
Emergent Community
Stage 3
Community Stage 3
Networked
Familiarize & Listen
Command & Control
Reactive
None
Formal & Structured
No Guidelines for UGC
Consumer tools used by individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user generated content
Restrictive social media policies
Consumer & self-service tools
Basic Activities
Build
Collaborative
Emergent
Defined roles & processes
Community created content
Flexible social media policies
Mix of consumer & enterprise tools
Activities & Content
Integrate
Distributed
Activist
Integrated roles & processes
Integrated formal & user generated
Inclusive
‘Social’ functionality is integrated
Behaviors & Outcomes
1. STRATEGY
#SMBNH @TheCR @rhappe
You Need An Engaged Network
Investors
Employees
Customers
Partners
Having a passive constituent base is no longer enough
hFp://www.flickr.com/photos/luc/1804295568/
Alignment
Customer PerspecSve
Brand Messaging
Transparency
Tone
Product InformaSon
Available InformaSon
Product Experience
hFp://www.flickr.com/photos/73937087@N00/422507353/
Expectations – Reality = Satisfaction
@TheCR @acquia @rhappe
What To Do
• Acknowledge and articulate who you are as a organization – The Good, The Bad, & The Ugly
• Align how you talk about your company and products with what customers think about you
• Think of customers as marketing partners • Determine how socially-enabled your
constituents are
• Identify the drivers that will help you build a network
2. LEADERSHIP
@TheCR @acquia @rhappe
Be Transparent hFp://www.flickr.com/photos/22971881@N02/3104553057/in/set‐72157611215947198/
Be Authentic Photo by T.McEnroe
Be Modest
Distributed
hFp://www.flickr.com/photos/mclxi/388392114/
Lead from the Back
What You Need To Do
• Practice conversational and facilitated communications internally
• Take small steps toward transparency
• Experience self-organizing environments – developer communities, India, Wikipedia, user groups
• War game radically different communications cultures – using games like Bafa Bafa
3. CULTURE
@TheCR @acquia @rhappe
Tone hFp://www.flickr.com/photos/jspad/142160659/
Informed
Storytelling hFp://www.flickr.com/photos/kiwanja/3169447879/
Powerful
Feeling of Power/Control hFp://www.flickr.com/photos/gargi/2483623130/
What You Need To Do
• Listen/Ask/Measure how communications and decisions are made
• Translate between groups
• Be as responsive to various constituents in their own modality
• Encourage and reward change
• Set expectations clearly
4. COMMUNITY MANAGEMENT
@TheCR @acquia @rhappe
Who Are Your Cheeseheads?
hFp://www.flickr.com/photos/sheila_steele/161726592/
Bring Catnip
Ride The Waves hFp://www.flickr.com/photos/tk_five_0/2279894817/
hFp://www.flickr.com/photos/jfchenier/2409726404/
Donʼt Ignore
What You Need To Do
• Build a mission that attracts passionate fans
• Offer rewards and recognition to encourage ‘good’ behaviors
• Ride the wave of community interest rather than trying to start waves
• Donʼt ignore problems – address immediately even if you don’t have the answer
5. CONTENT & PROGRAMMING
@TheCR @acquia @rhappe
hFp://www.flickr.com/photos/pandemia/1286794844/
Be Notable
Schedule
hFp://www.flickr.com/photos/vidiot/61484953/
Keep A Regular Schedule
Text
hFp://www.flickr.com/photos/cecilanne_r‐s/3541646602/
Be Multi-Modal
Image
hFp://www.flickr.com/photos/mfakheri/2815755503/
Be Valuable
What You Need To Do
• Attract attention
• Create a schedule of events that have a cadence
• Develop content in different modalities – text, images, video; synchronous & asynchronous
• Focus on value – build content that will be contextual and relevant to your audience
6. POLICY & GOVERNANCE
@TheCR @acquia @rhappe
Have Rules hFp://www.flickr.com/photos/strandloper/1385105547/
hFp://www.flickr.com/photos/cibergaita/62123585/ Take Calculated Risks
hFp://www.flickr.com/photos/lrargerich/3107809174/sizes/l/ Protect Your Base
What You Need To Do
• Define expected culture through rules. Be Firm
• Articulate and plan for the risks but remember too, risks make things fun & worthwhile
• Define the constituent groups for whom you are responsible and how – both legally and ethically – and what will harm them
7. TOOLS
@TheCR @acquia @rhappe
hFp://www.flickr.com/photos/docman/36125185/ Find Good Tools
What You Need To Do
• Understand where tools can help - not everything requires or has a tool that can help
• Evaluate which investments have higher payoff – those that streamline repetitive or expensive tasks
• Understand tool externalities – tools don’t work in a vacuum. How do they work with existing processes and people?
8. METRICS & MEASUREMENT
@TheCR @acquia @rhappe
hFp://www.flickr.com/photos/aussiegall/286709039/ Measure
hFp://www.flickr.com/photos/captkodak/272746539/ Account & Reconcile
What You Need To Do
• Know where you want to go- measurement is not all that useful if you don’t know what success looks like
• Understand data influencers – if you don’t know how to change a measurement or its cost, it is also not all that useful
• Keep it simple – the easier it is for everyone to understand, the better. Three clear metrics are better than 20.
• Develop accounting standards – what are your priorities and values and how well does your budget reflect them?
• Donʼt forget your common sense. Measurement is one guide post to good decision making, not the sole factor.
Resource: hFp://www.thesocialorganizaSon.com/social‐media‐metrics.html
Community Maturity Model TM
Strategy
Leadership
Culture
Community Management
Content & Programming
Policies & Governance
Tools
Metrics & Measurement
Stage 1
Hierarchy Stage 2
Emergent Community
Stage 3
Community Stage 3
Networked
Familiarize & Listen
Command & Control
Reactive
None
Formal & Structured
No Guidelines for UGC
Consumer tools used by individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user generated content
Restrictive social media policies
Consumer & self-service tools
Basic Activities
Build
Collaborative
Emergent
Defined roles & processes
Community created content
Flexible social media policies
Mix of consumer & enterprise tools
Activities & Content
Integrate
Distributed
Activist
Integrated roles & processes
Integrated formal & user generated
Inclusive
‘Social’ functionality is integrated
Behaviors & Outcomes
COMMUNITY MANAGEMENT PRIMER PACKAGE
@TheCR @acquia @rhappe
Community Management Primer Package
Our Community Management Primer Package is a mix of presentations, discussions, individual exercises, and group exercises – all designed to ensure and reinforce alignment and community success
1. Advisory Services
– Kick-Off & Introduction Call – Two hours
– Workshop Preparation Call – One hour
– Check-up Calls Post-Workshop – 2 one-hour calls
2. Workshop – 2 Days
– 12 sessions designed to elicit opportunities, barriers, concerns, and challenges around eight core community competencies
3. Two (2) annual memberships in TheCR Network.
Package Price is $15,000
Workshop Exercises
Strategy: Group Exercise – 3 Strategies; Pros & Cons of each
Culture: Individual Exercise – Picture your culture
Community Management: Group – War Game - Handling two common scenarios
Leadership: Group – Network Mapping – Influencing the Influencers
Policies: Individual – Mix & Match – Behaviors and policies
Metrics & Measurement: Individual – Draw Your Dashboard
Content & Programming: Group – Mix & Match – Outcomes, programming, & budgets
Tools: Individual – Build a homepage
Example: Tool Exercise
CMPP Customers Will Be Able To:
1. Write a comprehensive community strategy
2. Develop a content & program plan aligned with their goals and budget
3. Understand the role of influencers
4. Address common community management scenarios
5. Understand legal hurdles and draft a corporate social media policy consistent with business goals and cultural requirements
6. Identify and track the metrics that matter from the start
7. Better understand and assess the Acquia features that will drive business results
© 2009 Acquia, Inc. All rights reserved.
Why Drupal as a community platform?
Powerful CMS Rapid deployment, speed to market Content creation, organization and discovery Social Networks Community Forums & thread discussions Ratings & votings Single & Multi user blogs Best platform for growth – start small
© 2009 Acquia, Inc. All rights reserved.
JackBe Developer Community http://www.jackbe.com/enterprise-mashup/
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Intuit QuickBase http://quickbase.intuit.com/developer/articles
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Greenopolis http://greenopolis.com/
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Novell Communities http://www.novell.com/communities/
© 2009 Acquia, Inc. All rights reserved.
Nvidia Tegra Developer Zone http://tegradeveloper.nvidia.com/tegra/
© 2009 Acquia, Inc. All rights reserved.
Atom Developer Community http://appdeveloper.intel.com/en-us/
© 2009 Acquia, Inc. All rights reserved.
Symantec http://www.symantec.com/connect/
© 2009 Acquia, Inc. All rights reserved.
Acquia is Your Drupal Guide
© 2009 Acquia, Inc. All rights reserved.
Do you love working with Drupal?
If so, Acquia is hiring: – Engineering & design – Client advisors and consulting – Inside sales
Check out openings at http://acquia.com/careers
© 2009 Acquia, Inc. All rights reserved.
Questions For more information, visit:
– http://acquia.com – http://twitter.com/acquia – http://community-roundtable.com – http://twitter.com/TheCR
Contact us:
– 888.9.ACQUIA
– @rhappe / @TheCR
– Rachel: 617-271-4574
Sign up for a free 30-day Acquia Network Trial
– http://acquia.com/trial
Recording of today’s event and slides will be posted at:
http://acquia.com/community/resources/recorded_webinars