Honestly, I wasn’t going to do this. I’m already rolling eyes at all the “prediction” posts. And there are way too many 2015 retrospectives to look back on… but I’m feeling optimistic and inspired! You are taking the time to read this – THANK YOU! I have had an incredible amount of support for my first year of Structure3C. Thank you for being part of it.
This is a long-ish post – the short version is a list of personal highlights from 2015, and a look ahead to 3 big ideas and aspirations for 2016.
A Look back at the first year of Structure3C
Thank you for letting me take a moment to reflect on a few key accomplishments from this year.
- Launching Structure3C on February 4, 2015 to help brands create successful customer communities and crowdsourcing initiatives
- Chairing the inaugural Collaborative Economy conference in San Francisco in March
- Conducting the first research study on Brands & The Collaborative Economy – exploring a range of organizations level of knowledge, interest, priority and current activities in the Collaborative Economy
- Having a number of prominent speaking engagements, including SxSWi, Social Business Forum 2015 (Milan), The Silicon Valley Boomer Business Summit and Crowdsourcing Week Europe (Brussels)
- Helping a growing portfolio of brand and startup clients with briefings, crowdsourcing strategy, online community development and product design
- Being interviewed by Virgin Entrepreneur on Crowdsourcing
- Holding the closing workshop at the Crowd Companies 2015 Main Event in SF – (you can download my custom workbook from the event)
- Being honored as one of the inaugural A. Barry Rand Fellows for the Life Reimagined Institute
- And on a personal note: I made a commitment to my family to be present more throughout the year – one lagging indicator of success is the number of pancakes and pieces of french toast made in 2015 numbers just shy of 1,000! (disclaimer: back of the napkin calculation)
3 Big Ideas for 2016:
1.) Beyond “Digital Transformation”
In 2015, it seemed like Digital Transformation ate the business world. Almost overnight, the big consultancies dropped “Social Business” and began to sell Digital Transformation strategies. Thought leaders and former champions of social published articles and books about establishing, then disrupting “Digital Business”. Former Social Centers of Excellence were abandoned or repurposed for the “new” digital business journey.
In some ways, this is completely logical. Big consultancies need to keep clients anxious and their armies of consultants employed. Thought leaders need a constant stream of new terms, concepts and frames to stay relevant and top of mind. Executives need to frame annual objectives in ways that are novel and show progress year over year.
And, let’s face it: Social, Community, Customer Collaboration are all hard. Really hard.
Obviously, technology plays a critical role in modern business. The problem with many Digital Transformation efforts is a hyperfocus on the technology at the cost strategy and customer relationships.
Further, the definition of “Social Business” was always somewhat nebulous, and the internal culture shift and alignment needed to be successful was an arduous task. Pursuing a primarily technology-driven agenda likely seems more attainable, and “Digital” is an easier sell – both the perceived value and anticipated results.
What is lost in the shift from social to digital is the opportunity to fully realize the business value of connected customer relationships at scale. Realized specifically through strategies based on networks, communities and deep collaboration. Sound nebulous? I’ve shaped and seen first hand the value of social and community in the form of increased direct revenue, increased loyalty, crowd driven products and early market dominance based on building communities in parallel with products. Examples: The quantified value of Dell’s IdeaStorm was in the hundred’s of millions of dollars, Dell’s TechCenter community had billions of dollars in impact on Large Enterprise sales, Autodesk’s support community saves the company millions of dollars a year… I could go on.
2.) Digital / Social Business reframed as Business, Networked
Based on my experience building online communities and collaborative experiences, as well as research I’ve conducted, I’m convinced that a new and comprehensive approach to online communities is the way forward.
An approach where:
- What we thought of as “social” is really the networked marketplace
- Your market is synonymous with your crowd
- Online communities build lasting relationships amongst your customers, prospects, employees and partners and
- Collaboration looks like a true partnership with customers, not an internal social network no one really uses.
In order to begin exploring business opportunities in the networked economy, businesses need to shift their mindset to think about markets as networks. Their total addressable market(s), connected via platforms & social networks.
There are three important contexts to think about in the Network Marketplace:
- Crowd: A group within a Market Network that has:
- A shared interest or goal
- The ability and assets to participate in a shared marketplace, task or activity via common platforms
- Community A connected & hosted group within a Market Network that has:
- 1 or more shared interests or goals, leading to shared identity & purpose
- The ability, motivation and assets to work towards a common purpose over time
- A host with intention to support & manage community over time
- Collaborative Organization Collaboration amongst organizations, partners and customers essentially functioning as one organization:
- Shared IP & Common resources
- Shared vision of activities and outcomes
- Shared risks and equitable outcomes
3.) Radical New Leadership
To truly make progress in the evolving online community strategy we need new leadership, and evolved (not incremental) vision. This requires a shift from quarterly-driven decision making by businesses and a “sell what we have” mentality from our collective social vendors. Specifically:
- A new function that owns customer experience across every touchpoint – and further – owns developing the 1:Many relationships in the market network, not just 1:1
- A new Executive to lead this function
- Integration of platforms, systems and customer data that create internal efficiencies, better customer experiences, and put the customer in control of their experience, relationships and data
- A new point of view on value, and specifically, the value of customer engagement and participation. The days of customers supporting other customers without compensation are coming to an end.
- We need a bolder vision for online community platforms and social media & network tools. Platforms now are: 1) optimized around specific functions, like peer to peer support 2) are incredibly hard to customize and 3) are incredibly hard to integrate. We need better from you.
- Reign in sales-driven organizations that over-promise and under-deliver on community quality and outcomes.
- We need vendors to come together on feature & data standards and interoperability. Just to pick a specific example: The current disconnect between CRM, Marketing Automation and Community Platforms (even from the SAME vendor) is unbelievable. Invest in fixing it.
- You need something new to talk about and sell. I get it. I humbly ask:
- Connect the dots between your concepts, especially when retiring an old concept for a new one.
- Talk to your peers in the industry when selling new ideas so clients aren’t dealing with 10 flavors of the same burning platform concept.
- Show your source data when you have it.
- Attribution is appreciated. Especially for concepts you are essentially recycling.
- Show you really care about the future of the industry by cooperating on standard definitions, benchmarks and training
- Try to coordinate conference data and overarching themes
- When collecting practice data you intend to use for consulting or products, please provide a disclaimer at point of collection.
Do you agree? What would you add to this list?
With that said, 2016 is shaping up to be even more fun.
A preview includes:
- An upcoming announcement for a series of Crowd Economy “Rapid Orientation Workshops”
- Select speaking engagements focused on describing a Modern Approach to Online Community Building by developing Market Networks
- Ongoing research into how Brands continue to evolve their Crowd and Community business strategies
- An expanded set of consulting offerings, including modules for leadership & team development, value / ROI analysis and scorecard development.
Should we talk? I’m offering a limited number of free introductory consultations (via phone). I’d love to learn more about your community & crowd plans for 2016, and I promise your will take away new ideas from our call.
In the spirit of the New Year, I wish you a peaceful and epic 2016. Thank you for helping make Structure3C ‘s first year a success!
In March I embarked on a series of qualitative research projects to help organizations prepare for the disruption and opportunity emerging from the Collaborative Economy, and understand what resources they need to be successful. Wave 1 responses are in and the analysis is almost finished. I wanted to share a preview of the results to date. The full set of results will be published in June.
The pool of organizations that completed the survey ranged from Fortune 500 software, media and retail companies to small startups in the sharing economy space. A handful of non-profits also participated.
- A shared understanding of the Collaborative Economy is still forming.
- The Collaborative Economy is relevant to organizations, but the level of urgency isn’t high (yet).
- The most interesting sectors are Learning, Services and Corporate (“Sectors” as described by Crowd Companies Honeycomb model).
- Many organizations see online communities, social networks and collaboration platforms as “enablers” and areas to begin experimentation.
Getting to a crisp definition and shared understanding of the Collaborative Economy is challenging because the concept describes the interplay of a number of other large trends and movements, including (but not limited to) the Sharing Economy, Sustainable Development, Digital Transformation, the Maker Movement, Internet of Things, Future of Making Things and more. In the context of this research project, when asked to describe their understanding of the Collaborative Economy, respondents mainly spoke to 3 key themes of the Collaborative Economy as:An economic model…
“A model in which the creation and exchange of value (of goods, services, knowledge, etc) occurs through human interactions versus (solely) financial transactions. Asset allocation is optimized such that resources are jointly consumed and assets rarely stand idle.”
A social movement…
“Where brands and people start thinking more cooperatively for the greater good…instead of competitively & businesses go back to being more sociable and people-focused.”
A technical platform…
“Coordination of mobile devices, cashless payment systems, reliable rating mechanisms to get value from each other as opposed to centralized corporation of assets.”
- Don’t understand how to formulate a strategy
- Don’t have the necessary vision, leadership and resources to engage
- Don’t see a burning platform of missed opportunity or competitive threat
- Aren’t willing (yet) to make the investments in platforms, partnerships, open collaboration and the making corporate assets available.
The respondents who did indicate a high level of urgency, and had active pilots, were engaging in activities ranging from: investment in or partnership with complimentary startups, development of platforms and marketplaces, evolving existing social business programs, and re-developing the value exchanges of their online communities. These pilot programs will be covered in more detail in the final report.
3. Emerging Sectors
Research participants were asked to rank certain sectors of the Collaborative Economy by level of interest. The sector categories were sourced from the Crowd Companies Honeycomb model.
Survey participants were asked to rank the following systems, technologies and engagements based upon their perceived value in enabling an organization to engage in the Collaborative Economy.
The full Brands and the Collaborative Economy report will be released in June, going in to further detail on the topics above, as well as:
- An overview of current pilot programs being conducted by the respondents;
- Key sources of information and data about the Collaborative Economy;
- An overview of missing or underdeveloped resources and services needed by organizations for their Collaborative Economy initiatives.
Wave 2 Research begins June 1st.
Wave 2 research will begin the week of June 1st, and will cover:
- Lessons learned from early successes and failures
- Organizational resources needed to develop and sustain pilot programs
- Development of a simple framework for Collaborative Economy pilot programs
If you are interested in participating in the research (via survey), being interviewed or profiled for the report, or sponsoring a future report, please send me an note.
Private Briefings & Advisory Sessions
I am also doing a limited number of private briefings on the Collaborative Economy research and how a modern approach to online communities can support innovation, customer acquisition and retention.
I’m available for online session booking via Popexpert, or feel free to drop me a note.
I stumbled on the following report from the P2P Foundation, and it was too good (and comprehensive) not to share. The main caveat with the doc is that it was published in 2012 and not 100% current with trends… but with that said, the content is generally helpful, and the editors / researchers were very prescient.
By way of a short overview (warranted, as this doc weighs in at 346 pages), the report gives a fantastic foundational overview and frame of what is now generally referred to as the “Collaborative Economy”, drawing from the best sources in the social business, online community, social media, innovation and collaboration spaces in the last 10+ years – Benkler, Tapscott, Chesbrough Botsman, and many more.
In short: these are the essential cliff notes you wish you had been taking over the last 15 years, but probably weren’t, coupled with thoughtful analysis. It is an excellent preamble to the work Jeremiah Owyang and Crowd Companies (and others) are extending and putting in to practice.
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
|Attribute||What it looks like to host:||What it looks like to member:|
|Shared Value||Business value in the form of answers, content, connection, expertise, & advocacy.||Value in the form of answers, content, connection, expertise & access.|
|Shared Identity||Members rally around, inhabit, and shape community brand.||Helps birth and shape community brand.|
|Vibrant Participation||Visible, regular and quality member participation and contribution.||Regular Host presence, contribution and facilitation.|
|Community Leadership||Defined rank and reputation model; extending management to members.||Meaningful ranks and status; clear paths to achievement and privileges.|
|Quality Content||Content base growing and evolving to most valuable state.||Contribution, curation and feedback to evolve content quality.|
|Expertise||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.|
|Elegant Experience||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.|
What would you add?
I wanted to provide a quick update regarding the Online Community Unconference that we are putting together in Mountain View on May 21. It has been an amazing experience to reconvene the “community of community managers” that were first brought together during the period Forum One hosted these events, and inspiring to see the new members of the community: both practitioners and organizations that are embracing the art and science of building and sustaining online communities.
We are currently just shy of 100 registrants, with a target of 200. We have an amazing group of organizations and industry experts registered, including leaders from:
- Bill & Melinda Gates Foundation
- George Lucas Education Foundation
and many more.
We will also be joined by independent practitioners, industry analysts and authors that are deeply invested in and knowledgable about the community space, including:
The OCU is shaping up to be a fantastic day of learning, sharing and networking. If you haven’t had a chance to register, you can find more info here:
Online Community Unconference 2013 Registration
I hope to see you all on May 21st at the Computer History Museum in Mountain View!
File under: blog posts I never thought I would be writing – but excited that I am.
It’s been an interesting journey to get here (and I’m certain it will continue to be), but I’m very pleased to announce that we will hosting the Online Community Unconference in Mountain View, CA on May 21ist.
The Unconference planning team is rooted in the #OCTribe meetup and is made up of me, Kaliya Hamlin, Randy Farmer, Scott Moore, Susan Tenby, Gail Williams, Rachel Luxemburg and Maria Ogneva. Our plan is to closely follow the successful format of the Online Community Unconferences that ran from 2007 – 2010 in the Bay Area and New York that I produced when I was at Forum One – specifically:
- Personally inviting key professionals in the industry to ensure a knowledgeable and experienced group
- Adhering to the principles of Open Space Technology to ensure a quality event experience & maximum content – no filler / no talking head keynotes and no recycled presentations that you’ve seen from “noted experts” at other conferences. This is about real professionals having real conversations
- A great location in the Computer History Museum
- A commitment to document the proceedings – see an example of the Book of Proceedings from the OCU 2009.
- A fun and collegial environment
I’ll have more details as we get closer to the date, but the key things for now are:
- Registration is open now with early bird rates @ $85
- We are currently looking for a modest amount of sponsorship (feel free to email me)
- Our hashtag is #OCU2013
- We hope you can join us on 5/21!
And lastly… its nice to be back 🙂
Today (ok, technically tomorrow) is Community Manager Appreciation Day, or #CMAD. As I mentioned before, Jeremiah Owyang will be tracking the global celebration via his blog: 4th Annual Community Manager Appreciation Day: Jan 28, 2013 In my last post about #CMAD, I encouraged everyone participating to “find there own A”:
I originally chose to support #CMAD because I believe that most organizations are underinvesting in and not properly prioritizing the role online communities can play in their marketing, sales and support strategies. I see #CMAD as a way to raise the visibility of the role of Community Management in addition to a whole lot of gratitude for Community Managers being passed around.
My “A” is still appreciation, but I wanted to call out a handful of people in the industry who have really helped shape my thinking about Community Management, and consequently, my career in the industry. Specifically, I wanted to acknowledge:
Howard Rheingold: @hrhreingold
Howard is one of the true pioneers in the space, and if you are unfamiliar with his work, you really are missing key pieces of the foundation of the Online Community industry. Howard’s work in and impact on the space is incredible, from his seminal book “The Virtual Community“, to his early participation in The WELL, his book on mobile social Smart Mobs, and his recent work in social and collaboration including classes at Stanford. A brilliant man and a gentle soul.
What I specifically appreciate: Howard laying the foundation for an objective conversation about online communities and collaboration.
Amy Jo Kim: @amyjokim
I’ve never had the pleasure of meeting Amy Jo Kim in real life, but I consider her book “Community Building on the Web” on of my best Community friends. The book is almost 7 years old, but still remarkably useful in day to day practice. In particular, I find her definition of online community as the one I always go back to:
My working definition for community is a collection of people who have come together for some common purpose, interest or activity, and who are able to get to know each other better over time.
Excerpted from this great interview with Nancy White.
What I specifically appreciate: Amy writing the first book on online communities that was both strategic and practical.
Randy Farmer: @frandallfarmer
Continuing the list of pioneers with Randy Farmer, one of the first Community Architects and also an expert in Reputation Management Systems. I first got to know Randy in 2007 through the Forum One Network events that I developed and hosted with Jim Cashel. For me, Randy has consistently been one of the smartest, most pragmatic, and most helpful voices in the online community industry. We’ve worked together personally on a couple of projects, including an RMS project for Dell’s Communities.
What I specifically appreciate: Randy’s guidance and advice as the industry transitioned from Virtual Communities 1.0 to Social Media and beyond.
Joe Cothrel: @cothrel
Joe Cothrel is Chief Community Officer at Lithium (disclosure, Autodesk is a customer). Though not as widely published as the previous folks that I have mentioned, Joe is truly one of the smartest strategists and practitioners in the industry. Joe was another connection that I made via Forum One events, and I’ve always found his opinions and feedback valuable. Joe is particularly great at brand communities and the organizational issues and opportunities with online communities.
What I specifically appreciate: Joe’s advice and feedback on the best ways to create value with brand communities, and how to describe that value.
No #CMAD list would be complete with giving a shout out to Jeremiah Owyang. Although Jeremiah covers many parts of the Social Business spectrum, we has consistently tracked, reported on and researched online communities and the role of community manager throughout his career. Jeremiah has been supportive of many of my personal community building initiatives, including my early Online Community Roundtable meetups and Forum One Unconferences. Jeremiah continues to study the value and impact of online communities and the fact that he continues to steward #CMAD is icing on the cake.
What I specifically appreciate: Jeremiah’s ongoing interest in, and quality coverage of, the Online Community space.
How about you?
Who is on your list? Who are you most appreciative of on Community Manager Appreciation Day?
PS – Looking forward to seeing Bay Area folks at the #CMADSF event on Monday night.