Last week my friends and colleagues at The Community Roundtable released their annual “State of Community Management” report. This is the fifth year for the report, and the Roundtable team surveyed over 200 global organizations.
Key Points & Findings include:
- An overview of the excellent Community Maturity model, as well as case studies on ho Microsoft and Johnson Controls have extended the model for internal use.
- Organizations are still struggling to show ROI (less than 50% in Best In Class organizations).
- Community Management, as a role and discipline, needs more internal investment and support.
- Advocacy program need to mature beyond the “MVP Model”.
- Findings on programming to boost community engagement.
You can view the executive summary here:
I recommend taking the time to download and read the full report.
While at Forum One, I published a similar report in 2008. It’s interesting to note the places where the understanding of the practices and discipline of Community Management have advanced, and where progress seems slower (ROI, Organizational Structure).
I’d love to hear your thoughts and comments! What is your take on the State of Community Management?
I got my start building online communities in 1999 with the launch of TechRepublic.com. We grew from a cold start of 0 to 2 Million members in less than 2 years before being acquired by Gartner – it was an insane ride.
I was first asked the question of (more or less) “What makes a thriving community” during the first few months of our growth, and frankly, I didn’t have a good answer at the time. I was primarily focused on designing the site, rolling out new features (like one of the first peer networks in the space), and tweaking architecture. One night when we were working on what was essentially a Social Q&A feature, I checked into our forums to look for inspiration and ideas around how people typically ask technical questions. What I stumbled into was an exchange in the forums about configuring Windows NT for a very specific enterprise environment. Probably 100 in the entire world were capable of having a meaningful conversation about this topic, and we had attracted 10 of this. For TechRepublic at that time, a thriving community meant attracting the most knowledgeable IT Pros in the world, and incentivizing them to share and participate.
I’ve asked myself the “what makes a thriving community” a lot over the years, especially when my practice takes me into a new domain. What worked at TechRepublic in ’99 and Autodesk in 2001 wasn’t necessarily the same criteria for the large NPO communities and collaboration spaces we did at Forum One, or even the range of communities we built and nurtured at Dell.
I was asked to think about the question again last week, and I put together the following list. Given where brands generally are with their social and community efforts, I feel like this is a good and succinct list – by no means comprehensive – but directionally correct.
Attributes of Thriving Communities
|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?
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.
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.
Monday, January 24th is the second annual Community Manager Appreciation Day.
Jeremiah Owyang kicked this off last year by suggesting we take a day every year to celebrate and acknowledge folks who work as community managers and related roles like community strategist, community support, customer outreach… basically, anyone who has the job of reaching out to customers online and building and growing relationships.
How can you participate? If you work with or employ a community manager, or if you are a member of an online community – let your community manager know that you appreciate what they do. Nothing elaborate – a note saying “thanks” will most certainly be appreciated. If you are a community manager, come celebrate! There are tons of local events happening on Monday – I’ve cribbed a partial list from Jeremiah’s blog (be sure to see his post for the most recent list):
Physical Events Around the World (from Jeremiah Owyang’s blog):
- Boston is hosting a physical event.
- New York is hosting a physical event
- SF/Silicon Valley is hosting a physical event
- Austin is going to host a physical event
- London is hosting a “wild” physical event
- Denver is hosting their event
- Toronto is hosting a physical event
- Jordan is hosting a physical event
I’ll be celebrating at the Austin event. If you are going to be there, please say hi!
The next Online Community Roundtable is Thursday, December 16th, at Yahoo! in Sunnyvale, CA.
I’ve been hosting the Roundtables since July of 2005, gathering community and social media strategists to discuss real world problems, opportunities and techniques to create successful social strategies.
The format is conversational – the first hour is social, and the next 2 hours are a facilitated discussion about topics the group surfaces during the social hour.
If you work in the online community field and are in the neighborhood on the 16th, I encourage you to join us.
Please RSVP here: