Sizing the Community Opportunity for B2B

Three contexts to help create a bigger and better future for 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.

Considerations:

  • Number of distinct Customer Profiles  (~Personas)
  • Stages in Career Journey
  • Centrality of products / services to productivity & advancement at each stage

Key Questions:

  • 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. Depth of Product Engagement by Customer Profile

Understanding the depth of 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).

Considerations:

  • 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.

Key Questions:

  • 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?

Considerations:

  • Overall Market Size
  • Current Customer Base
  • Projected growth (ideally segmented by Customer Profile)
  • Target vs Current Community Membership (again, segmented by Customer Profile)

Key Questions:

  • 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? 

Summary

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?

T hese 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

Announcing the C3/A3 Project: The Connected Future of Communities, AI & Automation

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The C3/A3 Project

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.

Focal areas:

  1. Technology: The current and emerging technology landscape
  2. Business: Corporate strategy, competence, needs and level of readiness
  3. Individuals: Customer (a.k.a. Community member) needs, expectations and likely challenges

Key Components of the Project:

  1. Community Executive survey – February 26th
  2. Technology landscape analysis
    1. Community platforms
    2. AI technologies ( ex: Watson, Einstein)
    3. Agent interfaces (ex: Cortana, Alexa, Obindo)
    4. Automation platforms
  3. Executive interviews with select technology providers, early adopters and startups
  4. Mass practitioner survey
  5. 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.

Getting Involved

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: bill@structure3c.com.

Reminder: This phase of the research is open to Executives at large organizations (5000+). No agencies or consultancies please.

Announcing Structure3C – Strategies for the Collaborative Economy

Today I’m taking a big (and scary) step in my professional practice – I’m going out on my own to launch a new venture: Structure3C.

It is becoming clear that a new wave of activity, the Collaborative Economy, is poised to have a large impact on global markets. Many organizations are not prepared for the coming shift, and given my experience with and passion for online community, crowdsourcing and collaboration, I see a huge opportunity to help.

So, the “official” pitch:
structure3c_sm

Structure3C helps organizations develop vision and strategy to thrive in the Collaborative Economy.

Through the lens of the “3C”s – Crowd, Online Community & Collaboration – we develop strategies, programs and experiences that connect brands and customers in meaningful, valuable and equitable ways.

In the next 3 weeks I will be:

  • Kicking off a research project to get an initial baseline of Brand’s understanding of, interest in, and readiness for the impact of the Collaborative Economy.
  • Announcing a strategy development workshop in SF in early March.
  • Chairing the Collaborative Economy Conference in SF on Feb 25-26.

Please wish me luck. If I can be of help to you or your organization, please reach to me at bill@structure3c.com or 415.299.9638.