Bastian Unterberg is the founder and CEO of Jovoto, a Berlin-based platform that enables global brands and enterprise businesses to solve design and innovation challenges – ranging from new product design to sustainable architecture – with a community of over 60,000 creative professionals. In 2013, Wiley published Bastian’s book, “Crowdstorm – The Future of Innovation, Ideas and Problem Solving”. Crowdstorm delves deep into the methodology Jovoto uses, and is an insightful read for anyone working with creative communities and crowdsourcing initiatives.
I met Bastian at Crowdsourcing Week 2015 in Brussels and was impressed with Jovoto on multiple fronts: the quality of brands that were sponsoring projects (Starbucks, Adidas, Coke), the commitment by Jovoto to engage and compensate their community, and the way that Jovoto encourages the community of creatives to lead crowdstorm projects – including solution selection and distribution of award funds.
This interview is the culmination of ongoing conversations I’ve had with Bastian since meeting him last fall in Brussels.
Q: What motivated you to start jovoto?
BU: “Towards the end of my studies at the University of Arts in Berlin I was asking myself “What’s next, how do I want to work?” Looking at various verticals across creative industries, I realized that most work environments available to me did not match my DNA and understanding about how I want to work. So much amazing talent leaves university to face a world that simply does not nurture them or help them reach their full creative potential.
Hierarchy, politics, poor feedback culture – these are some of the factors in traditional creative work environments that suppress rather than nurture creativity. And this is something that I wanted to change for myself, for my graduating classmates, and for others around the world who were looking to break free from the traditional agency model.”
Q: The concept of community is core to jovoto’s business. Can you talk about the type of people who make up the community and what motivates them to participate?
BU: “We know that by embracing the concept of community, the majority of our creatives prefer to work on jovoto rather than elsewhere. To my knowledge, there are no other open innovation platforms that listens, supports, and nurtures their community to the extent that we do.
The jovoto community consists of creatives from all over the world who value their freedom to work from wherever they are, whenever they want and with whom they find interesting. They are highly independent and rely on feedback to develop and improve. They are open to collaboration and are not afraid of working with others when they see they lack certain skills to make their ideas as good as possible. They don’t rely on one skill but are rather interdisciplinary and great problem solvers in general.
What motivates them? Our community is motivated to participate on jovoto by many factors, but what might come surprising to many, is that earning money isn’t at the top of the list for most of them. For some it is the chance to work with great global brands on interesting tasks, for others it is the learning they get through collaboration and feedback, and then of course there are always those motivated by prize money.”
Q: There is an unusually high level of collaboration amongst community members. How did you go about building a strong community culture that values quality and contribution?
BU: “Open innovation naturally attracts a certain type of creative who are more likely to engage in collaboration in a different way. To nurture this even more, we reward certain behaviours that creates the culture which we want. Creatives who collaborate with and give great feedback to others, have opportunities to win special awards. We also have a team of creative guides who know the client and the community who also give feedback on ideas, as well as support and encourage the creatives. All of this contributes to the unique and supportive culture within our community.”
Q: Why is social impact important to you? Can you describe some of the global projects jovoto has hosted that have made a positive impact in the world?
BU: “One of the things you can observe on jovoto, is how creativity and mass-collaboration is an powerful tool to affect positive change.
I’m pretty proud of our track record in hosting important projects that will help make the world a better place. From the $300 House challenge, crowdstorming low-cost irrigation solutions for farmers in India, and the universal logo for human rights.
Last year, our most successful campaign was with Greenpeace, to put come up with campaign material to help put pressure on McDonald’s to stop their use of GM feed in poultry. The campaign was a success; McDonald’s in Germany announced in 2015 that they would stop using GM!
Corruption is another issue on the top of everyone’s list right now with the recent news about the Panama Papers. One of the ways we are engaging in the global fight to end corruption is by collaborating with Transparency International, and supporting the work that they do by helping to spread the word against grand corruption.
One of the reasons crowdstorming works in all of these cases, is that not only do projects promoting positive-impact projects tend to have a high engagement rate on the jovoto platform, but creatives participating also tend to spread the word off the platform, gaining even more visibility for important projects. It is a win-win-win situation for everyone. The creatives participating who can contribute their time and creativity to important projects, the organizations we work with who get great ideas, and for social and environmental impact.”
Q: You’ve said that you want to grow jovoto to the point that creatives could actually make a living solely from the platform. How close are you to achieving this vision and what will it take?
BU: “We aren’t far off, actually. Just this month, our top-earner took home €11,000 EUR (over $12,000 USD).
As more and more young people are looking to alternative forms of work, and more and more global business are looking to the future and to open innovation, the chances happening are already helping establish this new reality.
For jovoto, it is about supporting the best talent working on our platform, to reach new levels of greatness. We give creatives the chance to grow and learn and reward outstanding creative work. If you’re really good on jovoto, you can climb the creative ladder, with more invites to even more projects, some with guaranteed payment for participation. The more great clients we have, the more opportunities we can provide to creatives, and the securities we can offer scale.”
Q: What is your advice for those seeking to pursue a path of self employment through platforms like jovoto?
BU: “The first step is simply to participate! Submit ideas, give others feedback, and find other creatives to collaborate with.
The creatives that succeed on jovoto are usually creatives that give and listen to feedback, are genuinely helpful and supportive and engage with others. It’s an open innovation process so the more open you are, the more successful you are.”
Jovoto is a client of Structure3C.
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 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.
Dell did this successfully on IdeaStorm with Project Sputnik, co-creating a Linux-based laptop with and for developers. Other examples of the Managed Sprint stage include Unilever and General Mills. Jovoto (client), an “On Demand Creative Community”, has on of the best Managed Sprint approaches I have seen – you can find more information on their site, and in the book their CEO Bastian Unterberg coauthored, “Crowdstorm“.
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.
Some examples include:
- IP Sharing: Tesla & Mozilla opening their patents
- Product Co-Development: Lego Ideas, Firstbuild
- Pretailing: Kickstarter, Barnraiser (client), CrowdSupply
- Customer Lab: Autodesk’s Pier 9, Firstbuild’s Microfactory
- XIR (X in Residence): Autodesk’s Artist in Residence, MAKE’s Maker in Residence
Opportunity While Other Stall
The truth is, most companies never make it beyond stage 2, “Overwhelming Backlog”. Dell, an early pioneer in the space (and my former employer) has been regressing back from Stage 3 for a few years (unfortunately). The other notable pioneer, Starbucks, has optimized My Starbucks Idea to be a very well run & designed Stage 1 community. 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.
I’m offering a session on Jolt that expands on the concepts in this post, and goes in to more strategic detail about how to build the best Open Innovation Community for your business. Feel free to book a session and chat with me about tailoring to your organization’s needs.
Nevertheless, we now realize that no whole, be it a family, a business, a community, or a nation, can be managed without looking inward to the lesser wholes that combine to form it, and outward to the greater wholes of which it is a member.”
Allan Savory, from “Holistic Management”
Need a Community? You Have (at least) One
After 15 years of designing and activating online communities, I’m still surprised when I hear from a potential client that they “need to create” an online community. Wether you realize it or not, you have and belong to many communities. Further, you intentionally or unintentionally play many roles within those communities – host, member, participant, advocate, creator, and at times, possibly even destroyer. You may be asking yourself “so, what is a community? How do I know where my community is? How do I define community?” Though typical, those are the wrong questions to start with.
Context is King
The word “community” is problematic. It can have as many meanings as there are people in an organization to make meaning, ranging from the local geographical community, to a peer to peer technical support community, a social media page or a working group focused on solving a specific problem. I’ve held conferences where the question of a canonical definition of community was debated by some of the smartest people I know in the industry, and the question was left unanswered. Why? Two reasons: 1.) a helpful answer must be developed in the strategic context of the host organization and their extended network and 2.) community as a metaphor is often too specific and limiting – why we often see communities as a solution looking for a problem.
To expand on the Savory quote at the beginning of this post, to fully understand the potential for communities in your organization, you have to understand the actual smaller and discrete communities that make up your organization (employees, partners, alumni) , and the larger communities that your organization is a part of (industries, markets, causes, etc.). The “whole”, if you will, is really a network. Increasingly, I find starting a strategy conversation with “community” can be burdensome, and that “network” is a more helpful (and neutral) place to start.
Network as a Rubric
Why “Network”? Network, defined as “a group or system of interconnected people or things” describes a set of connected entities but does not imply or assign activities, relationships or outcomes the way “community” seems to. Using network as a blank canvas allows you to create strategy from drawing from the largest possible pool of value. Thinking “Network” means you are considering the full set of relationships among stakeholders, assets, and increasingly, artificial intelligence actors that could potentially be developed. From the baseline of network, a more holistic strategy can be created that is inclusive of community, social, and digital innovation.
As an example of Network Thinking, I developed the graph below as part of an exercises to inventory and explore opportunities for stakeholder groups allowing access to assets in an online marketplace.
The Future of Networks
“What is true for the machines all around us now is true for us too: We are what we are connected to. And mastery of that connection turns out to be the modern version of Napoleon’s coup d’oeil, the essential skill of the age.”
Joshua Cooper Ramo, The Seventh Sense: Power, Fortune, and Survival in the Age of Networks
One of the best books I’ve read recently is The Seventh Sense” by Joshua Cooper Ramos. In the book, Ramos describes the role of networks in the age of massive disruption that we are beginning to live through – on par with the Industrial Revolution and the Enlightenment. Ramos goes on to evangelize the need to develop a “Seventh Sense”, the ability “to look at any object and see the way in which it is changed by connection” in order to survive and thrive amidst the change. Ramos, along with recent books by Reid Hoffman and great thinking by the team at a16z represent some of the most helpful and cogent thinking on networks and network effects.
I believe we need a new and more holistic approach to develop modern communities – communities that are a significant evolution of the current support and Q&A-based silos. In my own practice I’ve begun to refer to the skills and methodologies for designing modern social networks and communities as “Network Thinking”, and I’ve begun to tag related research and writing as #FoN, or “Future of Networks”. To stay up to date, subscribe to my newsletter here.
I’m currently working with a select list of clients to build modern community and network strategies. If you would like to schedule some time to talk about how I can help, email@example.com.
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.
Are you “Member Shy”?
In its most basic form, a community strategy is a balance of an organization’s goals and its member’s (a.k.a customer’s) needs. Organizations have methodologies for developing goals and objectives, yet I continue to be surprised at how many organizations are missing research as a core part of their online community development process. Even for organizations that are highlighted as examples of “getting it”, there are still cases where the community wasn’t engaged in research about a major platform change, feature enhancement or policy shift (the historical / hysterical facebook privacy anyone?). In many cases there seems to be a real fear (or at least discomfort) in connecting 1 to 1 with customers. That fear could be rooted in the inability to have meaningful interaction at scale, the overhead associated with regular contact, or the lack of an evolved organizational culture that encourages this type of interaction. Any community development (or refinement) initiative *requires* the input and direction of the members.
Note: I will be using the terms “member” and “customer” interchangeably in this post. I will also use the term “member” as a placeholder for current and potential members of a community.
Why Conduct Member Research?
Conducting member needs research as part of the strategy development process brings the voice of customer to the center of the strategy, and helps create a lens through which to focus your community building activities. As I mentioned in my kickoff post to “Network Thinking“, there are really five core questions to frame your community strategy:
- WHO are your customers?
- WHY are they motivated to build relationships with each other?
- WHERE do they want to build relationships with each other?
- HOW do they want to build relationships with each other?
- WHAT value can you provide as a HOST to strengthen and deepen these relationships over time?
Member research can also help answer more tactical questions like:
- What role should you play as host, and what community activities should you facilitate?
- What types of content and features should be present in the community?
- Should the community be an “on domain” destination, or should the community presence extend on to other sites, like Facebook?
- What types of members does the community want to include?
- What type of culture does the community need to thrive?
- What activities are members prepared to participate in that will directly or indirectly benefit the host?
- What types of marketing and advertising would members find acceptable?
Techniques for Conducting Member Research
The process for conducting member research is straightforward: decide on the appropriate techniques given your budget, recruit subjects, conduct the research and analyze the results. Great places to recruit research subjects:
- Your existing community
- Your blog
- Your corporate web site
- Newsletter mailing lists
- Customer Conferences
- Independent communities about your product or in your market or topic area
- Facebook or Linkedin groups about your product or in your market or topic area
- Using social network analysis tools like LittleBird or NodeXL to analyze open networks like Twitter.
One on One Interviews
One on one interviews can be conducted either in-person or over the phone. The key ingredients are a customer, an interviewer, a notetaker and a simple interview script (a sample can be found below). Interviews can be as short as 30 minutes, and generally should last no more than an hour. In my experience, a minimum of 5-6 interviews will yield useful themes and give good data for strategy direction. If your community will serve many different products, market segments, or customer types a good rule of thumb is to try and do interviews with at least 3 people from each segment. One on One interviews can also be augmented nicely by a follow up online survey to a larger group, in order to drill down further on issues uncovered in the initial round of interviews. Interviews can be conducted in person, via a hangout (or other video chat service), or over the phone.
Another great way to get feedback, and to get a lot of feedback at once is to conduct a group feedback session. This is similar to the one on one interviews, except you are guiding a group of members through the script, as opposed to just one. Involving multiple subjects at once increases the complexity of the process, so be sure to have someone skilled at facilitation leading the session to keep the conversation on track (per the script), as well as to ensure that all participants have equal air time to give their opinions and feedback.
The fastest, and often lowest overhead way to get member feedback is to create a short online survey to send to research participants. Online surveys are really great at getting quick quantitative feedback, and the results (depending on the tool) are fairly easily to analyze and study. A few issues with online surveys are that the quality of the results depends on the quality of the questions, and in particular, thinking through appropriate choices for multiple choice questions, and also creating effect write in questions that will yield helpful qualitative feedback.
In most cases for the community and social media strategy work I do at Structure3C, I will generally start with an online survey to at least 100 community members,and follow up by conducting a set of 7-10 one on one interviews with community members.
Questions to Ask During Research
There are essentially 5 overarching questions for your community strategy, 4 of which you want to answer as an output of member research:
- Why do community members want to build relationships with each other? What do community members need from each other? Explore what community members might desire from interactions with other community members, and try to understand why they are motivated to sustain this activity over time. Answers could range from knowledge sharing, to providing mentoring, to ongoing professional or personal support.
- Where do you customers want to build relationships with each other? This question is particularly important to avoid duplicating community features and value that exist elsewhere. The key insight to uncover in this line of questioning is what unique value you can provide in your hosted community AND which external communities and social media sites you need to participate in in order to create a holistic community presence. Increasingly, mobile presents a unique opportunity to host your customer network in fundamentally new ways.
- How do members want to build relationships with each other? What value can community members contribute / exchange? It is important to understand what ways community members are capable of, prepared to and willing to participate. Participation could include sharing domain expertise, offering content samples, answering support questions, or even just participating in casual online conversation.
- What do community members need from you as the host? Ask questions that explore member expectations of your organization in the role of host. What are the member expectations around your level of participation, your effort in developing content, in fostering participation and your commitment to hosting the community long-term?
In order to answer the key questions, you will need to ask a series of baseline demographics questions (for context), as well as exploring each of the four key questions in a more granular way. A sampling of questions that can be used to create a script or facilitation guide are included below.
A simple list of survey or interview questions might include:
- Name, organization, title, a brief role description
- Browser and mobile preferences: Chrome vs Safari, iOS vs Andriod, etc.
- What information sources do you rely on (relating to the topic of the community)?
- What groups (on/offline) are you a member of (relating to the topic of the community)?
- What products / services do you use (relating to the topic of the community)?
- What is the biggest challenge you face in your day to day work (assuming this relates to the topic of the community)?
- How satisfied are you with the level and type of communication you have with organization x?
- Do you currently participate in any of the following social media activities: blogging, discussion forums, facebook, twitter, youtube etc (shape the list based on your market)
- What information, insight or content do you want to share with other customers?
- What kinds of information would be helpful for other customers to share with you?
- If organization x were to offer the following content or features, please rate how useful each would be to you: discussion forums, expert Q&A, tutorials & tips, video previews, customer blogs, etc.
- Would you be interested in connecting with other members at local, in-person events?
- Exploring usability issues around current experiences and apps
I’ve seen investment in member research pay off consistently, just as I’ve seen the severe cost of not conducting member research hamper or sink many community initiatives. In short: Want to know what your members want from their online community? Just ask.
Customer & member research is a core part of my community development practice at Structure3C. If you are starting a new community or crowd initiative, my team can plan and deliver community research to build a strong foundation for your program. You can book time with my through my assistant Karelyn.
A recent benchmarking report from Demand Metric on Customer Lifecycle Marketing illustrates the impact of aligning marketing efforts around a customer journey model. The report also illustrates a number of blindspots that are derailing Customer Lifecycle Marketing efforts.
The missing ingredient? Community Management.
First, highlights from the report (direct quote):
The analysis of this study’s data provides these key findings:
- The study found that less than 20% of organizations are currently marketing across the entire customer lifecycle.
- Participants spend twice as much of their marketing budgets on acquiring new customers as on retaining existing ones. (Yet most of their revenue comes from existing customers!)
- Almost 90% of the study participants indicate that marketing currently owns the understanding and management of the customer lifecycle.
- Of the lifecycle stages – Awareness, Consideration, Purchase, Retention and Advocacy – Awareness enjoys the greatest clarity of ownership, with marketing owning the stage 88% of the time. Retention is most fragmented, with few organizations defining clear ownership of this stage.
- The Awareness and Consideration stages enjoy “adequate” or “ample” levels of investment for over 70% of study participants. Retention and Advocacy both fall at the “minimal” to “none” level of funding for 55% of study participants.
- The greatest benefit to executing a customer lifecycle marketing strategy is greater customer engagement.
- The greatest challenge to marketing across the customer lifecycle is understanding customer content needs.
- 72% of strategy adherents are experiencing a revenue lift from customer lifecycle marketing.
- Over three-fourths of participants plan to increase their commitment to and investment in customer lifecycle marketing.
Clearly Customer Lifecycle Marketing is incredibly valuable when all stages of the lifecycle are addressed. So what is the problem? Based on my direct experience and years of studying the intersection of marketing and online community, I would assert that building meaningful relationships at scale is still an undeveloped function in the majority of most organizations. Further, as the data from the report shows, the “ownership” for customer retention is scattered among many departments. Add to the mix the eternal debate about “who owns social / community” and things get even more messy.
So what is a modern marketing organization to do? Consider three things:
- Community Drives Customer Lifecycle
A modern definition of online communities expands the location of “community” to be any on or offline touchpoint where customers can meet and form relationships. A modern definition also expands the concept of community management to include any form of relationship building and nurturing. Modern online communities produce a range of value for customers and businesses. Peer to peer support is the classic example, yet modern approaches include a range of deep collaboration on new product development to expansive crowdfunding campaigns – and everything in between. Community can play a valuable role in every stage of the customer lifecycle, and can often be the connective tissue to hold the entire experience together.
- Treat Engagement & Retention as a Community Management Opportunity
The practice of building and nurturing customer relationships is a job modern community managers understand very well. In particular, Community Managers can be very effective as resources in Customer Nurture campaigns during the consideration phase. I had my community management team at Autodesk reboot a nurture campaign that supported a 30 day product trial, and the results were amazing.
Further, Customer Advocacy programs grew (at least partially) out of Community Advocate / MVP programs. It is a relatively straightforward process to scale current Advocacy programs to include different customer types. There is also a massive opportunity to harmonize Influencer programs (which typically look outside of existing communities) with Advocacy programs. These are essentially two sides of the same coin – Advocates have typically been nurtured through a hosted community and Influencers have established their own communities and networks. A modern Community Manager treats these contexts as part of the larger community ecosystem.
Treating engagement and retention as a community management opportunity allows the staff with the skills to manage relationships at scale do what they do best. This is a huge missed opportunity in marketing.
- Get Real About Digital Transformation & Social Business
A modern approach to online community takes into account the entire digital ecosystem, not just single online touchpoints. A modern approach to community management nurtures engagement across the digital ecosystem. So if Community Managers know how to address the key gaps illustrated in the Demand Metric report, what’s the problem? Why isn’t it happening? There are many answers, but one factor that has had a huge negative impact is the trend of Digital Transformation initiatives absorbing (or in some cases, abandoning) Social Business efforts. I expand on (and in some ways, rant about) this in my 2015 recap post. Most Digital Transformation initiatives have focused on technology at the cost of customer engagement. Many Social Leadership teams and organizations have been disbanded or fractured and embedded to the point of being ineffective. Customer Experience initiatives often focus on superficial and in the moment customer engagements at the cost of growing the life long relationship.Bottom Line: We need a new Leadership model that addresses not only the Company : Customer relationship but also the complex network of Customer : Customers : Company relationships.
Netting it out:
- To create successful Customer Lifecycle Marketing initiatives, modern marketers must include online community and community managers.
- Community Managers can help address the current engagement and retention gaps in Customer Lifecycle Marketing programs.
- Organizations need to renew focus and investment in Online Community Leadership to drive growth via Customer Lifecycle Marketing
I am working with a portfolio of clients on evolving their community and marketing programs (lifecycle, influencer & advocacy, community management). I am also kicking off the year by offering a complimentary consultation session (for a limited time & very limited slots). If you would like to get feedback and guidance on your 2016 plans, feel free to register for a consultation here.
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!