I’m excited to announce the second round of Structure3C’s AI & Communities research.This research builds on our foundational project in 2018 (more on this below) and comes at a critical time when global internet connectivity races towards 100% coverage, and algorithms and non-human actors play an increasingly central role in this global human network.
If your role involves developing communities or networks for your organization, I’d like to invite you to participate (if you haven’t) in a short survey focused on the intersection of AI and Community.
Your ideas and expert opinions are critically important in shaping a human response to the impact of exponential technologies. The survey will take approximately 15 minutes, will only involve participants on the enterprise & brand side (no agencies or consultants), and all participants will get a copy of the final report and receive an invite to one of our mastermind-style debrief sessions in early 2020.
We ask that you complete the survey on, or before January 10.
Results From Wave 1 – 2018 Our 2020 project builds on the first round of research we conducted on AI, Automation and Agents in 2018. The respondents from the first wave generally considered the value of AI is threefold for Community Professionals:
AI will allow for the automation of routine community tasks and processes so that focus can be put on more valuable activities;
AI will provide real-time analytics, insight, and specific and contextual suggestions;
AI will shape the community experience for all stakeholders, including members (onsite), prospective members (externally), Community Managers and Executive Stakeholders.
You can find the summary deck with findings from the 2018 research here:
Why AI & Communities is a critically important topic for 2020 When we (Structure3C) did the first primary research on AI and Communities, it was clear that AI, as a topic, had was being discussed but there weren’t many practice examples in the field beyond rudimentary personalization and early experiments with RPA (robotic process automation). We expect the results from this wave of research to yield a broad swath of new ideas and case examples of actual programs and technology deployments.
We hope to wrap up the online survey by the second week of January and then begin interviews with technology providers (including community platform companies) and practitioners that have deployed AI, Automation and Agent technologies in their communities.
Open Innovation Communities – where companies and customers collaborate on ideas for new products and services – can be one of the most valuable ways to invest in community engagement. Unfortunately, this type of community is also one of the most difficult to get right. Many companies have experimented with this type of Open Innovation – Lego Ideas, Dell’s IdeaStorm, Starbucks’ My Starbucks Idea – and each of these companies have seen value from the communities. The bad news is that most companies fail because they lack the vision and commitment to see beyond the initial tactic of just soliciting customer ideas.
In my community practice, I’ve seen 4 stages that are typical in the maturation of an Open Innovation Community.
The Social Suggestion Box – Launch an open space for customers to give feedback or make suggestions
Overwhelming Backlog – Period where the company can no longer process the backlog and may abandon the community
Managed Sprints – Develop a strategy to shape feedback and ideas by introducing a more formal process and constraining topics & time
Collaborative Innovation – A significant evolution of programs and platforms that layer ongoing ideation into all design and decision making
The Four Stages of Open Innovation Communities
Stage 1. The Social Suggestion Box
Most companies start their Open Innovation Community with an open-ended call for ideas and feedback. Community members are welcome to submit any idea, and the broader community (hopefully) comments on the idea and rates the idea using a simple scale or upvote. Community managers take the most highly rated ideas to the product team for discussion, and eventually some ideas are chosen for production.
The Social Suggestion Box phase is valuable in the short term, as customers will likely have suggestions they have been holding on to since they began their relationship with the company – essentially a communal backlog, if you will. Companies become stuck in this phase when they are unable to process the backlog of ideas, manage the growing community and deliver quality ideas to internal teams (typically product) in a format and within a timeline that aligns with product roadmaps. This break between the promise of a constant stream of new ideas, and the lack of a process and the ability to shape ideas into a usable format is the key challenge. Stage 2. Overwhelming Backlog
The equivalent of the “trough of disillusionment” from the Gartner Hype Cycle, companies in the Overwhelming Backlog phase can often find themselves with a large pile of unread ideas, a community platform in need of a serious overhaul, an innovation program that no one really values and a community in revolt.
This situation may sound extreme, but it was exactly the one I walked in to when I joined Dell in 2010. IdeaStorm, Dell’s Open Innovation Community, had launched in 2007. After enjoying 2 years of valuable idea contributions, positive PR and internal support, year 3 found IdeaStorm as a “ghost ship” community, with no leadership, vision or community management. Things became so bad that a community member posted the idea that Dell should shut IdeaStorm down. The community quickly upvoted that idea, it caught the attention of Michael Dell and my team was given the task of “making it better, fast”. I eventually hired the community member who posted the “take it down” idea to become the new community manager for IdeaStorm.
To navigate out of the mess we were in, the team immediately began research to inform our new strategy. I wanted to know the financial impact of IdeaStorm to date, understand why ideas weren’t being responded to, and to understand what the barriers were in getting ideas from the Community into the the product teams at Dell. We found that the financial impact from IdeaStorm was really high ($100s of Millions), that we lacked an agreed upon internal process for scoring and prioritizing ideas, and that we needed to create a new type of community management role to help facilitate the new process – an Idea partner that lived on the product team. The final piece of the puzzle was implementing an archiving policy for ideas that didn’t score well in the community. Within a few months we had processed the ideas backlog, started design on a new platform (with the community), and had reengaged most internal product teams.
Stage 3. Managed Sprints
Companies come out of the Overwhelming Backlog phase with the key insight that shaping the topic, type and form of ideas they would like to receive is critical to realizing value and long term success. Many companies will implement a sprint-like approach to ideation, using phased ideation and design sessions to focus on a single topic or product.
This approach involves developing a clear business or design problem, and then breaking solution development in to smaller ideation projects that are facilitated, in sequence, over a number of weeks. The output of each sub-project helps shape the proceeding sub-project. Ideas and design concepts are generally of higher quality because the problem definition is clear, product teams participate, and community members get real-time feedback from the product team.
Stage 4. Collaborative Innovation
In many ways, moving through Stages 1-3 are a necessary process for companies to undertake in order to develop the strategy, process, alignment, platforms and business models to move beyond what are essentially sporadic innovation campaigns.
Collaborative Innovation is an ideal state where an organization and its community of customer, partners and employees are engaged in an ongoing process to perfect existing products & services and to bring new products and services to market. We’ve talked for years about the boundaries between companies and customers disappearing – in the Collaborative Innovation stage, the boundary is permeable – customers create new products & services with the companies assets, and receive value in return (use, compensation, reputation, etc.).
There are examples of large companies partially engaged in the Collaborative Innovation stage, but none that have extended this to every part of their business.
The truth is, most companies never make it beyond stage 2, “Overwhelming Backlog”. Dell, an early pioneer in the space (and my former employer) had been regressing back from Stage 3 for a few years (unfortunately) and the IdeaStorm site now appears to be offline. The other notable pioneer, Starbucks, has essentially taken My Starbucks Idea offline as well. While Communities at each stage offers some dimension of value, companies progressing through to Stages 3 & 4 will discover the most value and innovation.
The potential opportunity for the next wave of Open Innovation Communities is incredible. Why?
Customers have shown they are willing to collaborate & create
Customers are willing to buy products still in the conceptual phase (millions of examples of crowdfunding)
The tools to create & share complex designs are free and relatively easy to use – see Fusion 360 & OnShape
Innovation platform companies have an opportunity to move beyond text / pictures / video into immersive & real-time 2d & 3d collaboration. PS – Platform companies – I would LOVE to work on this and have a ton of ideas.
Many companies could realize tremendous value from Open Innovation Communities. Most don’t because they don’t experiment, or do a poor job of planning their initiatives. Companies that commit, support and evolve their Communities see value. Beyond the current practice examples of Open Innovation Communities, the next wave will feature immersive and real-time design as a key feature. Those who wish to innovate need to be evolving their platform, programs and internal process now.
To say current conversations about influencer marketing are heated would be an understatement. With estimates of influencer marketing industry size ranging well into the billions of dollars, “influencers” certainly seem to be on the minds (and in the budgets) of marketers.
Let’s be honest – influencer marketing currently seems to be a bit of a mess. Issues with performance, lack of disclosure, authenticity, analytics, ethics, and even debate on what constitutes an “influencer”.
I’ll admit I’ve personally struggled with the concept of influencer marketing programs. I’ve focused on developing customer communities throughout my career, and it was always galling to see budgets dedicated to what I perceived as shallow and short term investments with influencers and opinion leaders competing for budget with community programs.
Now I see an opportunity to align influencer marketing programs with community development – or, said another way, I see an opportunity to identify and develop an evolved form of “influencer” from your community ecosystem. Specifically, I see an opportunity for many brands to see “influencer” development through the lens of community ecosystem development, and to align influencer investment with community-based champion and mvp programs. To take advantage of this opportunity, three key transformations are needed:
Community Ecosystem Development: A shift from community development, slio’d by business function and digital touchpoint, to a comprehensive approach that includes all customer-facing programs, (on and offline) brand-hosted communities, social media touchpoints and partner / industry communities.
Community Advocacy Programs: Evolving community advocacy (MVP) programs (rooted in the dated Microsoft MVP model) to a model that identifies, celebrates and enables exceptional community stakeholders of all types (customers, prospects, fans, experts, employees and partners). This evolution would also involve an equitable value exchange between the community hosts and advocates.
Community Leadership Models: Evolve community leadership models to: 1) involve (enlist) more brand-side participants, 2) account for a broader range of community & ecosystem leadership activities (on and offline), and 3) ground community activity in purposeful transformation for all community members (a.k.a. ongoing personal improvement)
In short: most current “influencer” strategies are essentially paid media masquerading as social media. Grow influence through, and for, your customer community.
The last few years have seen big brands make extraordinary investments in developing massive “digital transformation” and social media programs. On one hand, these programs have yielded moments of customer connection, advocacy and insight. Unfortunately, for the majority of programs reliant on mass social platforms like Facebook and Twitter, organic reach has dropped effectively to 0 and companies are now forced to pay to engage sporadically with the “audiences” they worked so hard to build. Companies now realize they have been renting their customer communities on social platforms.
The alternative to social media campaigns and digital transformation theatrics? Developing Customer communities. Specifically, online Customer communities that companies build, host and manage. Customer communities hold the key to Customer acquisition, retention and growth. Further, communities can be a catalyst for development and innovation, and will be critical to future business models. Below I explore the opportunity for Customer community in three key Corporate areas: Brand, Product and Innovation.
Community is the Fabric of Brand
What is the nature and value of brand in a hyper-connected world? A recent HBR article asserts that the collective value of Customer relationships is outstripping the value of “brand. The authors of the article nail the point that Customer relationships are incredibly valuable, but may have missed an opportunity to explore the effect of the customer community as a brand asset & catalyst — the line between brand and relationship isn’t as crisp as the authors imply. Further, I would assert that the “network” of relationships represented by the collective customer base of a company is a manifestation of brand, every bit as important and as valuable as the components of brand identity. My primary research and experience has shown connected customers (via community and social) are more valuable than those that aren’t. Third party research by Deloitte has shown that Networked companies (“Network Operators”) perform better, live longer, and are more valuable. All of these points are are vectoring towards a new opportunity and a new frontier in business: Community-Centric Customer Experience — an approach to customer experience design and business strategy that not only strengthens the Company to Customer relationship (1:1), but also strengthens and develops the Customer to Customers & Company relationship (1:Many, a.k.a. the “Community”). and considers development of the Community the primary .
Communities Will Infuse & Enhance Product Experience
Customer communities are an essential part of most technology products now. At the very least, online support forums are expected as part of the offering (more on that in a bit). Many companies are experimenting with customer communities as a means to raise product awareness, convert trial customers and retain existing customers. A radical new business opportunity is emerging where the community (both the people and the platform) are the actual product. Purchases are artifacts or a gateway into the community experience, and the real “product” is the collective experience, knowledge, content and means of collaboration with the community. There are many early examples in the gaming world, from MMOG’s like World of Warcraft to the new “build and explore” virtual worlds like Roblox. Software companies are attempting to build communities that address the “whole customer”, and focus on experiences well outside of product support. Adobe (Behance), Autodesk (Instructables, Fusion360, AREA), Salesforce (Trailblazer Community), and Sephora (Beauty Talk) are actively investing in the community space.
Communities Drive Innovation & Long-Term Value
There is an unfortunate tendency to view Customer communities as “cost saving” vs “value producing”. This thinking leads to strategies and outcomes that fail to realize the full value of customer communities, and is rooted in a long standing dependence by some companies on customer support communities. In extreme examples, this sort of strategy breeds resentment with valuable customers and leads to a dangerous dependence on an unsustainable resource. When the Corporate mindset shifts to “value producing”, the aperture of community strategy widens to a rich set of possibilities: community advocacy programs, open innovation, peer to peer mentoring, complex content sharing, customer co-design and much more.
Moving forward, Customer communities will be the medium by which value is co-created and exchanged between Companies and customers. To have any chance of long term success with Customer communities, mindsets have to evolve beyond a fixation on cost savings to a more enlightened view of communities as a valuable catalyst for innovation and growth.
The Bottom Line:
Customer communities are the “fabric of brand”, the medium in which the network of customer & company relationships develops and thrives. Companies that create modern communities with their customers will be more innovative, realize more value and have more resilient businesses than their competitors who don’t.
Use these three contexts to help create long-term value with your company’s community.
When developing or refining a community strategy, it is critical to understand the larger market and business contexts the community will exist in. This sounds obvious and straightforward, right? Yet the needed research, discussion and development of shared understanding of these contexts rarely happens. As a side note, this concept was literally hammered into my brain by a former boss at Autodesk, Moonhie Chin, who was the SVP of Digital Platform and Experience. She always had a simple question for any data she saw: “What is the denominator?” – meaning, what is the whole, or what is the largest meaningful context.
I’ve been primarily focused on developing Business to Business communities during my career, and I’ve come up with three key contexts that I think are critical to understand the opportunity for community development.
1. Customer Career Journey
Understanding your customer’s career journey, the number of distinct journeys, and how your product / service plays a role can help determine where in the journey community may play a valuable role.
Number of distinct Customer Profiles (~Personas)
Stages in Career Journey
Centrality of products / services to productivity & advancement at each stage
Is product or service critical throughout career, or only at certain points?
How does / could the community support development and transition?
Can your organization support the full Customer Career Journey, or does it make sense to partner with complimentary organizations?
2. Criticality of Product / Service
Understanding the criticality of your product / service engagement by customer profile, can give insight into the level of effort, the specific motivations, and the needed resources customers need to master your product, and by extension, advance in their career. This understanding can guide what community experiences your offer (and what community investments you make).
Complexity of product / services
Effort required to attain skills / mastery
Amount of time spent using product / service
Amount of time spent in surrounding ecosystem – courses, conferences, meetups, online content, expert communities, etc.
How much time will the customer spend mastering product / services and necessary skills?
How much time will the customer use the product in their work?
How much time is it reasonable to expect a Customer to spend participating in your community weekly?
What form factor and level of effort is required for quality participation?
3. Total Addressable Community & Crowd
Taking insights uncovered from the discussions in the customer career journeys and the depth of engagement categories, what do the opportunities and required investments look like at scale?
Overall Market Size
Current Customer Base
Projected growth (ideally segmented by Customer Profile)
Target vs Current Community Membership (again, segmented by Customer Profile)
How big is the total addressable market?
What % of active customers are targeted for community engagement?
What business value can be realized at scale?
How can the community business case be optimized by extrapolating investment vs return at scale? At what point does the investment vs return reach equilibrium? Go negative?
How does the Customer value proposition change at scale? Is there a true Network benefit, or flat / diminishing return at a certain point in the growth arc?
In the simplest terms, the three contexts give you:
Customer career journeys: Where in the journey is community valuable?
Depth of product / service engagement: What community experiences are valuable?
Total addressable community & crowd: How many people can you expect to participate in your communities?
These contexts are for considering an Enterprise strategy, and you can imagine similar contexts for Medium & Small Business and Consumer. This approach doesn’t replace a comprehensive strategy development exercise, but is intended to sketch out a future state and give relative sizing for future planning or assessing current efforts.
If you would like to discuss this sizing approach, or other advanced ideas for creating a bigger and better future for you community, please reach out.
Collaborative Innovation Communities – where companies and customers collaborate on ideas for new products and services – can be one of the most valuable ways to invest in community engagement. Unfortunately, this type of community is also one of the most difficult to get right. Many companies have experimented with this type of Open Innovation – Lego Ideas, Dell’s IdeaStorm, Starbucks’ My Starbucks Idea – and each of these companies have seen value from the communities. The bad news is that most companies fail because they lack the vision and commitment to see beyond the initial tactic of soliciting customer ideas.
With the right programs, platforms, community ecosystem design and internal alignment, Collaborative Innovation communities can produce incredible value.
Intense Pressure to Innovate
In an updated version of their famous “Creative Destruction” Report, research firm Innosight predicts that the average tenure of a company in the S&P 500 index will drop from 24 years (2016) to just 12 years by 2027. In a recent survey of Corporate Innovation Executives, research firm CB Insights found that ~41% of executives said that felt their companies were “extremely” or “very” at risk of being disrupted.
Spectrum of Innovation Communities
In studying the types of innovation communities, we feel the range can be narrowed down to 3 categories:
Brand-Hosted Communities: Where a single brand hosts an innovation community focused on the brand’s products, services or business model
Project-Based Communities: Communities of experts that come together to solve problems or challenges around a particular domain.
Grand Challenges: A challenge-based community that convenes a diverse ecosystem of smaller communities to solve massively complex problems.
In practice, most corporate innovation initiatives ignore the value communities and networks can provide. The chart below is a simple illustration of how community could support different innovation types:
The full slide deck, with examples of Brand and Project-Based communities can be found here:
The companion worksheet for planning your Collaborative Innovation initiative can be found here: http://bit.ly/CICWORK
The working list of Brand-based communities, Project-based communities and host platforms can be found here:
I’ve developed a workshop to help organizations learn about, ideate on and plan their Collaborative Innovation strategy. I’m also creating a small work group (mastermind style) to help non-competitive organizations share their progress and lessons learned. If you would be interested in discussing either of these, please feel free to reach out: email@example.com
C3: Community, Crowd, Collaboration
A3: AI, Agents and Automation
Humans instinctively seek meaning, connection and resources through community. Driven by near ubiquitous access to broadband and the rapid adoption of smartphones, our new and ever-expanding digital world offers instant access to a rich tapestry of social experiences, fundamentally changing the way we seek, find and participate in community.
Currently, individuals and organizations are struggling to adapt to our evolving digital world, particularly the social technologies we use to connect and communicate with each other. Complex human networks are springing up on and across myriad social media, social network and topic-based communities, forming community ecosystems that transcend technological, geographical and organizational boundaries.
Looking forward, it seems things are about to get even more complicated. A new set of technologies is emerging to augment human cognition (AI), enhance human agency (Agents) and shape digital experiences and outcomes by taking advantage of a rich set of tools and APIs (Automation). We see these three technological forces (AI, Agents and Automation) as the next immediate wave of disruption in digital experience, and we see Community, Crowd and Collaboration as the social contexts in which technology and humanity will interact for the betterment (or detriment) of humankind.
The C3/A3 Project Overview
Our hypothesis is that this combination of social technologies with human augmentation technologies will usher in a new age of digital community experiences. These new experiences will present unprecedented opportunities and challenges for organizations and individuals, and complex policy issues for society. The C3/A3 project will explore the technological, business and societal implications of this next wave of change and offer a helpful path forward.
Technology: The current and emerging technology landscape
Business: Corporate strategy, competence, needs and level of readiness
Individuals: Customer (a.k.a. Community member) needs, expectations and likely challenges
Key Components of the Project:
Community Executive survey – February 26th
Technology landscape analysis
AI technologies ( ex: Watson, Einstein)
Agent interfaces (ex: Cortana, Alexa, Obindo)
Executive interviews with select technology providers, early adopters and startups
Mass practitioner survey
Customer (Community End-user) survey
Reports and Mastermind
The output of the project will be a series of reports throughout 2018 that publish key findings. An executive mastermind group for brands and select startups will be formed to deeply explore relevant topics.
The first wave of research launches on Monday, February 26th with an invitation-based survey to Executives who own community and social media experiences for their respective companies. Detailed results will be shared privately amongst this group, and summary data will be shared publicly.
If you would like to participate in the research survey and subsequent Mastermind discussion, please send me a note: firstname.lastname@example.org.
Reminder: This phase of the research is open to Executives at large organizations (5000+). No agencies or consultancies please.
The concept of engaging “the Crowd” through digital platforms has been around for some time. Howard Rheingold coined the term “Smart Mob” in 2002 to describe the phenomenon of people acting in concert “because they carry devices that possess both communication and computing capabilities”. The concept was carried forward in 2005 by the editors of Wired to coin the term “Crowdsourcing” (crowd + outsourcing) to describe production with the a digitally connected marketplace. In the 15 years since the concept of Crowdsourcing was introduced, we have seen a wide range of crowd-based business models emerge: Wikipedia (collective knowledge), Lego Ideas (design your own kit), Kickstarter (crowd funding), Local Motors (crowdsourced vehicles), and Dell’s Ideastorm (the original social suggestion box).
With the wide range of crowdsourcing experimentation, we’ve also seen the limits of what the current platforms and practices can produce, and it isn’t pretty. Consider:
On average, less than 30% of Crowdfunding campaigns reach their goals. On some platforms it can be closer to 10%.
Quirky, once the darling of crowdsourced consumer goods, filed for bankruptcy in 2015.
Dell, an early pioneer in crowdsourcing, has been able to implement only 2% of the ideas submitted on IdeaStorm.
Independent crowdsourcing research, including a recent study by the Swiss Federal Institute of Technology, discovered that social influence can cause “herding towards a relatively arbitrary position.”
What are the key challenges?
The most common limiting factors to Crowdsourcing initiatives are one, or a combination, of the following:
Engaging the right crowd: Perhaps the most critical challenge in crowdsourcing is finding, and then engaging, the members of the crowd with the knowledge, skill and motivation to participate. Without domain knowledge and skill crowdsourcing produces only low quality results. Without motivation, you have unrealized potential.
Creating an iterative development process: One of the early corporate adopters of crowdsourcing, Dell’s Ideastorm, learned early on that creating an experience that solicits ideas without giving the community the ability to refine and evolve the ideas is a waste of time. After collecting over 10,000 ideas in the first 2 years of IdeaStorm, Dell was left with 9,750 that couldn’t be implemented, causing frustration for the company and their crowd. By introducing multi-staged challenges dubbed “Storm Sessions”, Dell was able to source and develop products with their crowd, most notably Project Sputnik, the first Linux-based laptop for developers.
Developing short and long-term feedback loops: The process and infrastructure required to support short-term feedback loops is difficult and labor intensive, requiring personal interactions and manual data management. Longer term feedback loops that include market data are currently next to impossible.
Creating intelligence from crowd data: The amount of data a typical crowdsourcing initiative produces is overwhelming, and managing this data to create knowledge and insight, even moreso. Consider the amount of manual processing and scoring overhead associated with the 25,000+ ideas in the previously mentioned Dell IdeaStorm example.
How A New Take on Collective Intelligence Can Help
Collective Intelligence, a disciplined approach to the “wisdom of the crowd”, is defined as the “science of scaling insight from multiple knowledgeable perspectives and experiences into predictions”. We’ve traditionally thought of “The Crowd” as exclusively human, but what if we expanded the collective “we” to include the rapidly evolving domain of Artificial Intelligence? The combination of expert communities and artificial intelligence is the core of a new approach to Collective Intelligence being developed by a new startup named CrowdSmart. Specifically, CrowdSmart technology creates a means to predict startup success factors by engaging an expert community of investors to score and provide critical feedback to early stage startups. Investors save time on research and improve the quality of their deal flow, and Startups get critical and timely feedback to help increase their odds for successful outcomes.
What is uniquely valuable about the CrowdSmart approach is leveraging Artificial Intelligence to detect the statistically significant ranked comments behind any given score. These ranked comments are the “drivers” that produce a specific score. The qualitative “wisdom of the crowd” becomes quantitative intelligence that grows in value over time.
According to Tom Kehler, Chief Data Scientist at CrowdSmart, “Collective Intelligence significantly outperforms individual expert intelligence at predicting the success of a new products, services and startups.” If Tom is correct, the application of Collective Intelligence will have far-reaching effects on the future of Crowdsourcing, paving the way for a more disciplined approach and more successful outcomes.
Last week my friends and colleagues at The Community Roundtable released their annual “State of Community Management” report. This is the fifth year for the report, and the Roundtable team surveyed over 200 global organizations.
Key Points & Findings include:
An overview of the excellent Community Maturity model, as well as case studies on ho Microsoft and Johnson Controls have extended the model for internal use.
Organizations are still struggling to show ROI (less than 50% in Best In Class organizations).
Community Management, as a role and discipline, needs more internal investment and support.
Advocacy program need to mature beyond the “MVP Model”.
Findings on programming to boost community engagement.
I recommend taking the time to download and read the full report.
While at Forum One, I published a similar report in 2008. It’s interesting to note the places where the understanding of the practices and discipline of Community Management have advanced, and where progress seems slower (ROI, Organizational Structure).
I’d love to hear your thoughts and comments! What is your take on the State of Community Management?
I got my start building online communities in 1999 with the launch of TechRepublic.com. We grew from a cold start of 0 to 2 Million members in less than 2 years before being acquired by Gartner – it was an insane ride.
I was first asked the question of (more or less) “What makes a thriving community” during the first few months of our growth, and frankly, I didn’t have a good answer at the time. I was primarily focused on designing the site, rolling out new features (like one of the first peer networks in the space), and tweaking architecture. One night when we were working on what was essentially a Social Q&A feature, I checked into our forums to look for inspiration and ideas around how people typically ask technical questions. What I stumbled into was an exchange in the forums about configuring Windows NT for a very specific enterprise environment. Probably 100 in the entire world were capable of having a meaningful conversation about this topic, and we had attracted 10 of this. For TechRepublic at that time, a thriving community meant attracting the most knowledgeable IT Pros in the world, and incentivizing them to share and participate.
I’ve asked myself the “what makes a thriving community” a lot over the years, especially when my practice takes me into a new domain. What worked at TechRepublic in ’99 and Autodesk in 2001 wasn’t necessarily the same criteria for the large NPO communities and collaboration spaces we did at Forum One, or even the range of communities we built and nurtured at Dell.
I was asked to think about the question again last week, and I put together the following list. Given where brands generally are with their social and community efforts, I feel like this is a good and succinct list – by no means comprehensive – but directionally correct.
Attributes of Thriving Communities
What it looks like to host:
What it looks like to member:
Business value in the form of answers, content, connection, expertise, & advocacy.
Value in the form of answers, content, connection, expertise & access.
Members rally around, inhabit, and shape community brand.
Helps birth and shape community brand.
Visible, regular and quality member participation and contribution.
Regular Host presence, contribution and facilitation.
Defined rank and reputation model; extending management to members.
Meaningful ranks and status; clear paths to achievement and privileges.
Content base growing and evolving to most valuable state.
Contribution, curation and feedback to evolve content quality.
Community attracts and develops SMEs.
SMEs from host are regular community participants; opportunity to learn & develop.
Culture of Trust
Culture of openness and civility. Members air grievances respectfully.
Feel connected to host, part of governance & free to provide critical feedback.
Mature community & social tools, fantastic UX, committed roadmap.
Easy to participate and contribute, needs-driven features.
Growth & Responsiveness
Base follows growth curve of brand / product. Base guides features & policy.
Steady influx of new & quality members, participation in community governance.