Many organizations are struggling to understand and respond to the changes being driven by the Collaborative (some say On Demand or Sharing) Economy. A simple way to get started is to think about 1) what assets you have to offer and 2) how digital networks enable distribution, usage of and collaboration with those assets. This process is another element of a concept I am calling “Network Thinking”.
I’ve developed a short exercise to help organizations think through ideas, threats and opportunities, and develop a simple plan to start pilot programs. When I facilitate this exercise at workshops and events it is designed to take 45 minutes. using time as a constraint and forcing function. I typically do a quick briefing on communities and the collaborative economy before running the exercise. If you need inspiration, I’ve added a video of a recent talk at the end of this post.
Page 1: Synthesis, Threats, Opportunities & Inventory
Synthesis – 5 min
Quickly list ideas about the Collaborative / On Demand / Sharing Economy that resonate, inspire and challenge you.
Disruptive Threats – 5 min
Think through and list the disruptive threats to your business. Startups that are emerging and offering your product or service at a discount, a privileged position in a market that is eroding, etc.
Transformational Opportunities – 5 min
Explore and list the transformational opportunities at hand, as you currently understand them. This could be a new line of business enabled by digital technologies, replacing your current distribution channel with one that is based on customers or online.
Inventory – 10 min
Explore and list all assets available to you. Consider any tangible asset, including office space, IP, product archives, talent, supply chain, customer talent, etc.
The first page of the worksheet, with the sections described above:
Page 2: Ideation & Action Plan
Ideation Canvas – 10 min
Take the list of assets from page one and list them across the x axis on the bottom of the diagram. Going up the y axis for each stakeholder group, think about how that asset might be used by or with the stakeholder group to create new business value. A simple example is shown on the second image below. The asset “office space” could be used by Partners as a sublet or on-demand office space, or the space could be used by customers or the crowd as a makerspace.
Action Plan – 10 min
Taking inputs from page 1, and reviewing all of the ideas generated on the Ideation Canvas, list your 3 best ideas, develop a short pitch, and answer 3 key questions about getting started.
The second page of the worksheet, with the sections described above:
The second page of the worksheet, with the ideation canvas partially completed:
In less than an hour you have a solid draft of a possible Collaborative Economy initiative. You can use this output as a tool to start conversations in your organization about a pilot program, or use the Worksheet as part of an internal workshop or planning meeting.
I use this tool in many of my workshops. If you are interested in discussing my workshop offerings, or hosting a facilitated version of this exercise at your company or during a retreat, please reach out to my assistant to schedule some time to connect.
My recent session at the Online Community Tribe Meetup in SF gives an overview of the Collaborative Economy and introduces the concept of Network Thinking as a tool to help organizations explore future business models in the Collaborative Economy.
Hi Folks – a quick post to let you know that I am leading a discussion at the #OCTribe Online Community Meetup in SF this Wednesday night.
I’ve been involved with this meetup for many years, and it is an honor to be asked to speak!
Description and registration information follow. I hope we can meet Wednesday night!
Online Communities are Your Organization’s Future
I will present and then lead a discussion on:
- Why 20th century businesses aren’t adapting to 21st century realities, including mobile
- Why we need a fundamentally new and more expansive approach to building online communities in our evolving global economy (hint: mobile)
- How to manage one of the most important (and misunderstood / undervalued) organizational functions
- Why the roles of “Community Manager” and the Community Team need to evolve
- Emerging opportunities for businesses to create and exchange new forms of value with their communities and, in the process, become more sustainable.
This meetup and group is always high signal / low noise.
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?
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 🙂
First established in January of 2010, Community Manager Appreciation Day (#CMAD) is held on the 4th Monday of January to celebrate the role of Community Manager. The celebrations range from small acts of gratitude, like thanking a staff community manager with a note, to major events and meetups all over the world.
Jeremiah Owyang, the event’s creator, is tracking all of the activity on his blog here:
4th Annual Community Manager Appreciation Day: Jan 28, 2013
San Francisco Happy Hour on 1/28
I am helping organize a San Francisco happy hour on the evening of the 28th at District Wine Bar. The event is free, but you must register and RSVP here:
Community Manager Appreciation Happy Hour – San Francisco
Google Hangout from the folks at My Community Manager
Tim McDonald and the team at My Community Manager are hosting a hangout on Google + all day on the 28th – more info at:
My Community Manager G+ #CMAD Hangout
Again, Jeremiah is doing a great job of tracking all of the activity across the globe via this blog post.
Find YOUR own “A” in CMAD
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. With that being said, I have a couple of suggestions for celebrating #CMAD:
- As a baseline, acknowledge the community managers on your staff with thanks and perhaps a small gift
- Thank a community manager in one of your passion or hobby communities
- Thank those you have learned from in the space – I threw a shout out to Amy Jo Kim, Howard Rheingold and Joe Cothrel… and I will continue to add to that list on the run up to the 28th
- Think about how we go beyond “appreciation” for the CM role next year – should it be Advancement? Acceleration? Let’s ave this discussion during the year!
As I look back on my 14 years in the space, I am encouraged by the progress in tools, practices, programs and professional network… but we still have a long way to go! I look forward to seeing Bay Area Community Managers at the Happy Hour on 1/28.
Join me next Wednesday, February 1st, in San Francisco for the “Community Secret Sauce” panel discussion. The event is part of the #OCTribe meetup series that Susan Tenby hosts, and these events are always a fun and informative time.
Joining me will be Thor Muller from Get Satisfaction, Rachel Luxemburg from Adobe and Gail Ann Williams from Salon.com & The Well. We will each be sharing “Secret Sauce” examples for online community success. The first part of the discussion will be panel-based, then we will shift gears and solicit the best secret sauce ingredients from the participants in the session. Our goal is to walk away from the evening with a nice list of ingredients for Community Managers and Strategists to use in their day to day practice.
More details on the #OCTribe Meetup site: RSVP here (Registration Required).
Today was the third annual Community Manager’s Appreciation Day, or #CMAD. The intention of #CMAD is to raise awareness about the role of the Community Manager, and to recognize the hard working women and men who support this role for their organizations. Jeremiah Owyang originally proposed the idea for #CMAD, and has been very active in evangelizing and supporting it since launching 3 years ago.
I was had the privilege of joining Connie Bensen, a colleague on the Dell Community team, for a fantastic Google+ hangout today to talk about the evolving role of the Community Managers. the following folks participated and the video follows below:
+Bill Johnston, Director of Global Online Community, Dell; <that’s me 🙂
+Jeremiah Owyang, Partner, Altimeter;
+Connie Bensen, Sr. Manager Community, Dell;
+Lionel Menchaca, Chief Blogger, Dell;
+Amy Muller, Chief Community Officer & Co-Founder, Get Satisfaction;
+Mark Harrison, Community Manager, Google Earth & SketchUp;
+Patrick O’Keefe, Author of Managing Online Forums / iFroggy Networks;
+Jim Storer, Principal/Founder of The Community Roundtable; and
+Vanessa DiMauro, CEO, Leader Networks.
Based on the G+ hangout, and subsequent conversations, I was encouraged by a number of things today:
- The global community of community managers is alive and well. I saw hundreds of CM’s participating in the #CMAD hashtag via twitter and on Google+, and had Community Managers from all over the world reach out today.
- The spirit of the day was generous and inclusive, with lots of shouts out to CMs all over the world.
- The day surfaced a lot of great questions that the industry is struggling with, including where and how the Community Manager role (and related team roles) should evolve, how community management changes by online touchpoint, and how to deal with burnout in a very high-touch and sometimes emotional role.
My key hopes for next year (#CMAD 2013):
- That there is a more integrated approach to Community-building, as part of most organization’s social business efforts. Specifically, I hope that Community Management is seen as a role, as well as an intention (to form and nurture a network of relationships).
- That we (as a community) will have developed mature social team structures, with specific roles and resources, robust enough to support a range organization types.
- That we will see rich and diverse educational opportunities for Community Managers (and other social team members), coupled with mentoring opportunities.
As someone who has championed the value of Online Community building for most of my career (at least the last 12 years of it), I am very proud of where we are as an industry… but I also feel that we have much work ahead to fully realize the opportunities that online communities present to our respective organizations and stakeholders. I look forward to continuing the conversation with you all every day, including Community Managers Appreciate Day 2013.