I'm writing this from the Community 2.0 conference, which promises to be two great days of inspiration on online community building and management. It got off to a great start with a presentation by John Hagel on "What's Possible? Expanding Markets through Virtual Communities".
Here are some of the highlights of John's talk:
How do we create effective online community?Â
- What do we mean by community?
- What skill sets are needed?
- What mind shifts are needed?
- What organizational structure is needed?
1. What is community?
There's a tendency to regard anything that's interaction as community.
The emphasis of real community establish connections among people so they can participate in shared discussions over time, leading to a complex web of relationships, and to an increased identification with the overall community.
The key to real community:
- shared discussions
- shared relationships
- shared identity
There's an inexorable desire for these communities to meet in physical space as well, and over time the virtual and physical communities get woven together.
2. What skill sets (culture sets) are needed?
- Creating content.
- Structuring/catalyzing social interactions in a way that promotes enduring relationships.
- Economic business models. How to sustain over time.
- [My note: technical skills/culture is a fourth important set, and needs to be integrated with the first three.]
Communities typically start from one of these skill sets.
3. What mind shifts are needed?
- Need to be participant-centric. I often hear questions about what's the value to the company of doing this; but not about the value to participants.
- Need to think long-run. People think too short term.
- Need to move from top-down organizational perspective to bottom-up perspective. Need to give up control.
4. What organizational structure is needed?
Key issues:
- Who is responsible for community initiatives and do they have the authority to mobilize the resources needed to make community work? Do they have the appropriately broad perspective? Even if they're senior, they may be too narrowly focused on marketing or another narrow area — and that narrows community to the functional area of the person in charge?
- How do they define success? Too often there's not even a definition of success. What are the operational metrics. Are there systematic reviews to enhance performance over time?
- Who has the relevant experience in the organization and are they being mobilized into the community?
What value do businesses get from online community?
ROA: Return on Attention
Participants should ask themselves: What is the value I derive from the attention I put into and receive from this community? ALWAYS focus on ROA from participant viewpoint first. Organization can then look at the ROA for their own org. How much did it cost to catch the participants' attention, and how much value did that attention deliver to the organization AND to the participants.
A small proportion of your customers deliver the majority of your value. How do you get them more engaged? And how do you take the less profitable customers and make them more valuable thanks to their communtiy experiences?
How do I create environments to provide resources participants didn't even know existed, let alone searched for, but which are valuable and relevant to them? This is the highest value return on attention.
Recommends Peter Moorville's Ambient Findability. Powerful way to think about return on attention. While most people think about usability, usability presumes findability. Have to figure out first how they can find you. Hagel says findability=fundability.
ROI: Return on information
where information = information on participants
Look at ROI initially from participant viewpoint, then from provider/organizer viewpoint.
From participant perspective: how much info have I shared, and how much effort did it take to share it? And how much value did I receive from sharing that info?
From organizational perspective: How much info did I receive from participants, and how much value was I able to generate — for myself and for participants — from that information?
Organizations are investing a lot in collecting info but aren't thinking much about how to use it.
How can we be more helpful to participants by providing resources based on their profiles/behavior?
How can we shorten cycle between when participants provide info and when they get value back? That's key to motivating participation.
ROS: Return on skills
For participants:Â skills from participating in these communities
For organizers: am I able to attract and retain the most valuable contributors?
Distinguish between communities of interest and communities of practice.
In COPs, focus on places where people are coming together to generate work product, eg in open source software communities. Expects COIs and COPS to start converging. As we face more pressure to deepen our skills and increase value delivered from their skills, I see increased tendency for people to make their passions their professions,b/c you're more likely to develop skills where you feel passion. Likely to seek out communities where people develop their talents while engaging with their passions.
We're often approached by business and nonprofit organizations who are interested in tapping the power of the social web but don't know where to start, or how to get a feel for the possibilities. I'm delighted to be co-teaching a Hollyhock-in-Vancouver workshop next month that will be a great opportunity for Vancouver-based organizations to get smart about Web 2.0:
Web 2.0 and your organizationÂ
Are you interested in how online communities like Flickr, MySpace, and YouTube can empower your members and customers to carry your message out into the world? Could your organization benefit from deeper collaboration among your team members, clients, partners or the public? Could better knowledge-sharing, stronger relationships and closer communications inside your organization and with your core supporters foster more efficiency, insight and effectiveness?
The latest generation of "Web 2.0" or social web strategies and tools offer powerful opportunities for organizations to improve the way they work, communicate their messages, empower others, and serve the public. In this workshop you will learn how the latest tools for online collaboration and community building can make your organization smarter and more effective.
This workshop is designed for communications strategists, marketing managers, and webmasters who are interested in how this evolution of the web can help evolve your organization's online strategy. We will give you the tools, knowledge, and most crucially, the vision for how your organization can use the web as a stronger agent of change. We’ll also cover the nuts-and-bolts, introducing the latest tools so that you know which options are most promising for your needs.
About the presenters: Jason Mogus is the CEO of Communicopia, which has helped progressive companies and non-profits communicate and collaborate via the web for 13 years. Jason is also the founder of Web of Change at Hollyhock. Alexandra Samuel, PhD (Harvard), is CEO of Social Signal, and is helping some of the web's most ambitious community ecosystems use the social web to support dialogue and collaboration.
This workshop is co-sponsored by the Hollyhock Leadership Institute, Web of Change, Social Signal, Communicopia, Social Tech Brewing, and Impacs.
To register:
Visit the Hollyhock site, call 800-933-6339 x232, or e-mail registration[at]hollyhock.ca
We’re just back from two days in Houston as the guests of ttweak, a marketing, communications and design firm that shares our belief that authentic, original voices are the best way to convey a message. ttweak’s best-known work is probably their Houston It’s Worth It campaign, but their extensive and varied experience also includes a number of video projects that let interview subjects, rather than narrators, tell the story. ttweak principals Randy Twaddle and Dave Thompson proved to us that Houston is indeed worth it, not only for the food (mmm, bbq. I mean mmm, Mexican. I mean, mmm, Cajun.) but even more notably for the almost unbelievably friendly people.
While we were in Houston we had the opportunity to meet with a number of ttweak’s clients, all of whom reinforced our impression that Randy and Dave have mastered the art of bottom-up marketing campaigns — and did so long before us johnny-come-latelys in the Web 2.0 world started yakking on about user-generated content. Here’s some of the wisdom we gleaned from their example and their advice:
- Let participants speak for themselves. Don’t drown out original voices with heavy-handed narration or moderation.
- Remain tool agnostic. If your goal is to convey a message, you’ll need to choose a different medium depending on the message you’re delivering.
- Production values matter. Don’t kid yourself into thinking that people will see past your barebones interface to appreciate the depth or brilliant of your feature set. Appearance counts.
- Invest in your local community. Even if your business has a national or international reach, a solid reputation with clients in your own city provides a bedrock for growth.
- Build relationships with your client’s entire team. During one client visit, we saw how ttweak’s introduction counted with the CEO — but we also saw Dave on hugging terms with the parking valet. We got a warm reception in the boardroom — and a warm car waiting outside when we were done.
- Client service is the surest way to grow a business. Resist the temptation to cash in by focusing on a single hot product, or cash out by selling your company to the highest bidder.
- Do what you’re great at. Over-reaching is the surest way to burn your client — and your brand.
We’re excited to work with a company that realizes Web 2.0 values of user engagement in all of its work. And thanks again to Randy and Dave for introducing us to their wonderful city!
A few months ago, Rob and I decided that Social Signal was ready to expand its development team with another web services consultant; Aaron Pettigrew has had such a transformative impact on our business that we realized another Aaron (as though there could be such a thing) would allow us to serve that many more clients that much more effectively.
And we decided that while we were adding another web geek to the team, we might look for someone who knows a little about Second Life — a virtual world that is the Internet's hottest new home to online community. (Find out more about Second Life here.) So I sent an e-mail to a leading Second Life blogger who blew my mind when we met at last year's SXSW. Here's what I asked him:
since I keep hoping that our business may eventually involve doing some Second Life projects for folks, I have the idea that our ideal next hire would be someone who's an experienced Second LIfer – probably not someone who's doing Second LIfe stuff professionally yet (though possibly) but the kind of person who'd be thrilled to make that part of their work. Basically we're just looking for a bright, energetic, progressive and tech-impassioned person who would enjoy bringing their social commitments and tech passions together. Do you happen to know any SL types in Vancouver who'd fit that description?
Lucky for us, he had an inspiration: a Vancouverite whose SL name is Catherine Omega. He pointed us to Catherine's bio on the Second Life wiki, and that was enough to convince us to get together with her.
A couple of weeks later, we met up with Catherine (known in real life as Catherine Winters) in a local Vancouver restaurant. Over the course of a lively lunch we covered everything from how she first got into Second Life (on a computer she built herself from scavenged parts) to the larger significance of Second Life and other virtual worlds (as a way of bridging social differences and disparities).
That was the first of a series of meetings in which Catherine coached us out of our SL newbieness and started talking with us about how Second Life could support a socially sustainable business approach. We were dazzled by Catherine's brilliant and thought-provoking take on Second Life's social significance, by her strategic insights into how organizations could make innovative and effective use of an SL presence, and by her exceptional clarity and good humor in making Second Life accessible to new users. And we suspected that as one of the co-authors of the new Official Guide to Second Life, she was in a position to take a leadership role in bringing more people to the platform.
Today, we're delighted to announce that Catherine Winters is joining Social Signal as our Manager of Virtual Worlds. Catherine will be leading a new Second Life practice to help businesses, non-profits and government agencies establish innovative, effective presences "in world". This practice will focus on working with organizations that want to create a profoundly interactive presence that stands out in Second Life's every-expanding world, that want an SL presence that integrates with a web-based online community, or that want their SL presence to advance a sustainability or social change agenda.
We'll have more news to share in the coming months about our plans for Second Life, including the forthcoming launch of our own island. Catherine's creative ideas and scripting powers will be put to good use as we introduce new opportunities for organizations to make compelling use of Second Life as a new medium for strategic communication.
Meanwhile our web site can tell you more about Catherine and our new Second Life practice. We also hope you'll join us for an open house to introduce Catherine to our clients, colleagues and friends, and to introduce Social Signal to the Second Life community. The open house will be held from 2-4 pm Second Life time (aka Pacific time) on Wednesday, January 3 at TechSoup's space on Info Island. (Many thanks to CompuMentor for lending their space to us for this event) If you've yet to visit Second Life, this is a great excuse to download their software and try it out (it's free to download and free to register) for yourself.
If you'd like to learn more about Second Life, or about how Social Signal's new practice can help your organization establish an effective Second Life presence, please call (778.371.5445) or e-mail Catherine (catherine [at] socialsignal [dot] com), me (alex [at] socialsignal [dot] com) or Rob (rob [at] socialsignal [dot] com).
We owe that blogger a huge thank-you for making this inspired connection. And yes, this does mean we're still looking for that web services consultant.
We’ve recently started exploring Second Life, a virtual world that constitutes an exciting, immersive form of online community. Here’s what we’ve learned so far.
I just had an inquiry from a new Treo owner who is looking his gift horse in the mouth: My employer recently gave each of the salespeople a new Treo 650. None of us requested it, in fact, a year ago we told management we didn’t want them. Now we have them...
We just discovered a new favorite spot: Hola Churro on Broadway east of Balaclava. Their Mexican food is delicious, reasonably priced, and offers great options for our special needs team of wheat-free/dairy-free eaters (yum, tamales!) and vegans (yum, mystery vegetarian dish!) Best of all, we discovered that they have free wifi, so we've added them to this list of Vancouver cafes with free wifi.
But there just aren't enough cafes offering that crucial combination of good food, vegan options, cheap convenient parking, clean bathrooms, power outlets and most crucially, free wifi. So if you have a favourite spot that has everything except the free wifi, encourage them to add wifi.
Hey…should we start something that would let us all collectively lobby for free wifi? Maybe we could make print-em-yourself business cards that us would-be-wifi-ers can leave (along wtih a generous tip) to let a restaurant know we want them to go wifi?
Social Signal is offering an unusual opportunity to come in on the ground floor of a business with the experience, reputation and credentials to go sky-high. If your enthusiasm for technology is matched only by your passion for social change, you'll find that the joy of working with kindred spirits can be matched by the thrill of helping communities use the Internet in ways they never imagined.
WHO WE ARE: Social Signal puts the web to work for social change, helping organizations turn online communities into a powerful force for progress. We have extensive experience in the non-profit, public and private sectors, and a large network of local, national and international colleagues and clients that you'll be working with on a regular basis. While you expand your professional network and skills, we also hope you'll enjoy being part of our personal network of technology leaders and community advocates in Vancouver and abroad.
WHO WE NEED: We're looking for a organized, progressive, tech-friendly person whose project management skills can make our work even more effective. This fourth member of our team isn't just there to justify taking a four-person table during our meetings in the local Internet cafe. We need a boss: someone who can manage our business affairs, major projects and our team itself so that we make the most of our resources. The right person will enjoy our company's informal, friendly vibe but will help us balance friendliness with professionalism and efficiency.
WHAT YOU'LL DO: You'll business manage our business, project manage our projects, and prioritize our priorities. Your primary responsibility will be to manage our work priorities — everything from client work to business development to financial and legal affairs — to ensure that everything is getting done. You'll also help structure our client engagements by consulting on project scope, breaking down tasks, and assigning responsibilities. You'll know you're doing your job if everyone else on the team is clear about theirs.
Specific responsibilities include:
- managing business operations including h.r., finance and legal affairs
- project managing web development projects
- writing or editing project proposals
- identifying work priorities and assigning tasks
- maintaining friendly, productive relations with our clients (including non-profit organizations, governments and socially-minded businesses) and suppliers (including designers, web developers and hosting companies)
WHO YOU ARE: You're the person who gets things done: organized and detail-oriented while keeping your eye on the big picture. You're confident, diplomatic and a born problem-solver, with a gift for getting along with people even when deadlines are looming or computers are crashing. You like knowing that the work you've done each day has made a real difference – to your colleagues, your clients, and the world.
You're passionate about social change, and your community or activist history shows it. And while you're not a programmer, you're as psyched as we are about the web's ability to make that change happen: your idea of excitement is mastering a great new online task management tool, discovering a smart progressive web site or writing a particularly sharp blog post.
Your real-world and computer desktops are as simple and uncluttered as a Zen rock garden. You're able to point to projects you've guided to completion, chaos you've turned into order, and cats you've herded into neat little rows and columns.
This is a full-time mid-level position. You've already demonstrated your capacity to plan, organize and manage complex projects; now you want to put that capacity to work in a role that will engage and challenge you.
HOW TO APPLY: Please e-mail a résumé, cover letter and salary expectations to hiring@socialsignal.com by September 15th, 2006. Tell us why you’d like to work for Social Signal, and please describe your relevant skills and professional or volunteer experiences. We want to hear about your community, advocacy or public service experiences as much as about your project management and organizational skills and experience. We're particularly interested in hearing about your:
Skills:
- project planning and management
- personal organization and time management
- solid writing and communication skills
- attention to detail
- tech skills (Mac/Windows/Linux, software programs you know, web tools you use)
Experience:
- projects where you've been responsible for planning and coordinating (examples might include event planning, office management or web site development)
- writing for work or fun, on a regular basis; proposal/grant-writing
- situations where you've worked independently with minimal supervision
- work that has involved client relations or working with the public
- jobs that have required you to organize not only your own work but also to keep track of other people's responsibilities and deadlines
- volunteer work for community organizations or causes
- situations where you've gone the extra mile to get the job done
Interests:
- commmunity groups, projects or issues you're involved in
- web sites you like or web tools you're excited about
Bonus points for:
- having your own blog
- telling us your favourite tech tool for managing time or organizing tasks
- a strong opinion (pro or con) about Getting Things Done
Compensation will be commensurate with skills and experience. Please note that this is a mid-level position.
We look forward to hearing from you!
I’m just back from SXSW, where I was reminded that there are still a few people out there who are thinking about the Internet as a potential business opportunity rather than as a chance to reinvent democracy.
At the panel I was on — Remixing Business for a Convergent World — it seemed that what is really converging is how both business folks and political hacks are looking at the Net. Let’s take, for example, the question of how to make strategic use of blogs — a question that my fellow-panelist, Robert Scoble, addresses in his recent book Naked Conversations.
Thanks to blogs, businesses can no longer afford to ignore even their smallest customers. Traditional blue-chips are starting to recognize that their next p.r. crisis could be precipitated by a cranky shareholder or dissatisfied customer who blogs about the company. As for the latest generation of web start-ups — sites like Squidoo, Frappr, or LinkedIn — they’re not only sensitive to customer perceptions: their entire business models are based on user (i.e. customer) contributed value.
Once you start to see customers are value creators, rather than value consumers, a lot of business truths get turned upside-down. Take, for example, the idea that businesses are primarily accountable to their boards or shareholders. Does anyone out there think that the success of del.icio.us or Flickr depends more on Yahoo shareholders than on the users who are contributing bookmarks, photos, and software plug-ins?
If businesses find themselves suddenly accountable to their users, that kind of accountability is old news to both government and civil society organizations. Governments have always been primarily (if imperfectly) accountable to citizen-voters, and civil society organizations (whether community service groups or political advocacy organizations) have always been primarily accountable to their members and donors.
The net result is that it’s business that now needs to learn from civic and public organizations about how to enage at the grassroots level. It’s not like public and nonprofit organizations have all the answers — great examples of effective two-way member/voter engagement online are still rarer than the many examples of organizations that are still in “broadcast” mode — but at least there’s a decade of effort to look at.
For those of us who’ve been thinking about online democracy and grassroots engagement for something like that long, the rise in business interest should come as (mostly) good news. Sure, there’s more competition for public attention: efforts at getting voters to participate in policy discussion now have to compete with businesses offering free ipods in return for customer feedback.
But there’s also a rapidly expanding toolkit for grassroots community-building. Tools like Squidoo, Flickr, and del.icio.us offer entirely new ways of involving members and encouraging members to interact with one another. Just as important, the private sector’s growing embrace of customer “community” may help to build a broader culture of pervasive engagement.
It’s been an exciting 48 hours here on alexandrasamuel.com. It’s been swell hearing from all the folks who were shocked, outraged or otherwise engaged by my digressions (in November, and this week) on the subject of Condoleezza Rice’s political...
Recent Comments