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ASAE Keynote "Engaging Community" (Expanded Version)

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					Engaging Community
In The Groundswell


Charlene Li
Altimeter Group
August 17, 2009


For slides, send an email to
slides@altimetergroup.com
What engagement often looks like today




2
    Meet Dave Carroll




3                       Source: davecarrollmusic.com
    Welcome to the Groundswell

    When people get
    what they need
    from each other

    A power shift,
    catalyzed by
    social technologies

5
    Technologies can be confusing




6                                   Source: Wordle.net
    It·s about the relationship




7
    Focus on relationships, not technologies

        What kind of relationship do you want?


    Transactional                    Passionate
     Occasional                       Constant
     Impersonal                       Intimate
     Short-term                         Loyal



8
    Goals define your strategy

                         Dialog

          Learn           Help

                       Innovate

9
     Always start with Learn

                          Dialog

           Learn          Help

                        Innovate

10
     Learn with monitoring tools




11
     Radian6 enables learning organizations




12
 Dialog with your community

                     Dialog

       Learn          Help

                    Innovate

13
     How do you join a conversation?




14                        Source: http://www.flickr.com/photos/asaecenter
 The Engagement Pyramid

                 Curators

                 Producers

                Commenters

                  Sharers

                 Watchers
15
     AMA encourage sharing




16
                                                    17



     NAA dialogs with members via a blog




17                                 http://www.naahq.org/blog
                                    18



     And whereever members may be




18
                                     19



     And on three Twitter accounts




19
                                                  20



     Red Cross engages in many channels

                                21 Chapter blogs so far




20
     Social Media handbook/policies help
     keep order




21                    http://sites.google.com/site/wharman/social-media-strategy-handbook
     Provides training for ´Red Crossersµ




22                    http://sites.google.com/site/wharman/social-media-strategy-handbook
     Red Cross engages fans too




23
     Help your members support each other


                           Dialog

           Learn           Help

                         Innovate

24
     IEEE supports members
     support each other




25
     ALA uses private communities to help



                                      62,000+
                                      members



                                    1,300+ groups




26                                    http://connect.ala.org/
     Goals define your strategy

                          Dialog

           Learn           Help

                        Innovate

27
Starbucks innovates across the organization
     Getting started
                       What¶s stopping you?

                       ³We don¶t have the time,
                       money, or people.´

                       ³People will abuse it.´

                       ³Our boards/volunteers are
                       short-term focused.´

                       ³IT/Legal won¶t let us.´

                       ³I¶m afraid of losing control.´

29
     #1 Make it real for your curmudgeon
                             ‡ Show the current
                               dialog
                                 Find the points of
                                 engagement
                                 Show what the
                                 competition does
                             ‡ Create a community
                                 ³Facebook Fridays´
                                 Internal Twitter
                                 (e.g. Yammer)
                             ‡ Indulge a personal
                               passion
30
 #2 Start small, start now

                         Audience
                             Goal
                      Revolutionary




31
     Deal with different mindsets


      Fearful       Cautious      Realist    Transparent
      Skeptic        Tester      Optimist     Evangelist




              Find the ³moments of truth´ and
            ³moments of crisis´ for each mindset


32
     #3 Measure the right things

                         Your goals
                         determine your
                         metrics

                         Use the same
                         metrics as your
                         strategic goals

33
     Example ´microµ metrics
    Goal            Metric                   Value
 Learn      # of customer           Impact of faster,
            feedback                better insights

 Dialog     # of comments           Greater loyalty
            # of referrals          Faster, more closes

 Help       # of issues addressed   Increased satisfaction
 Innovate   # of implemented        Faster development
            ideas


34
     Higher order metrics to consider

         Net Promoter Score
                   How likely are you to
                   recommend this to someone
                   you know?




         Lifetime Value
                   Lifetime revenue
                   Cost of acquisition
                   Cost of retention
                   Customer referral value (CRV)

35
     #4 Fail fast, fail smart

                      Identify the top 5-10 worst
                      case scenarios.

                      Develop mitigation and
                      contingency plans.

                      Prepare everyone for the
                      inevitable mistakes.



36
     Wal-mart failed many, many times




37
     Buyer blog hit the right note




38
     #5 Give up the need to be in control




39                             Photo: Kantor, http://www.flickr.com/photos/kantor
     Deciding how open to be


                        Your goals




                                       Your
             The
                                     audiences¶
          competition
                                       needs


40
     How to give up control and
     be in command




             The Sandbox Covenant
41
Summary
‡ Focus on the relationships,
  not the technologies
‡ Start by learning from the conversations
‡ Foster the right amount of openness in your
  organization
            Thank You

             Charlene Li
           Altimeter Group

     charlene@altimetergroup.com
       blog.altimetergroup.com
          Twitter: @charleneli

        For slides, send an email to
     slides@altimetergroup.com



43                                 Copyright © 2009 Altimeter Group

				
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