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Managing online enterprise communities
Alex Manchester // Step Two Designs
alex@steptwo.com.au // @alex_manchester
Managing online enterprise communities
The state of online communities
Your online participation
Web versus enterprise
The many faces of communities
The pros and cons you see
Aiming to get it right
We’ve come a long way…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Yammer
Powerful platforms…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Amazing mobile apps…
Image courtesy of Yammer
What online communities are you a member of?
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N SDoes the success
of web-based
social networks
and communities
translate to
success in
organisations?
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Critical mass…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S1 billion users…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S…100 users…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S…or 10 users…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
• Different dynamics
Different dynamics…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
• Different purpose
Different objectives…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
• FUD
A lot of FUD…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
• The need for ROI
The need to justify…
The many layers of communities
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Social networks
Emergent, fluid, unfocused, full of weak ties,
focused on serendipity, lightweight
interactions and relationships
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Communities of interest
Centred around a generic topic but otherwise
unstructured: Apple users group, runners
group, mothers group, sustainability,
innovation…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Communities of practice
Larger, structured around specific, more
tangible topics, often solving specific
problems - road engineering, marketing,
‘process improvement’…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Project teams
Small or large teams, focused, quickly
created, hopefully disbanded in structured
fashion: Business transformation, intranet
project, CRM project, OH&S project…
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Framestore
Topic-centric micro-blogging
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Framestore
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Stockland
Multiple communities
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Stockland
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Stockland
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Stockland
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Enter LLC
Social network
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Enter LLC
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Enter LLC
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Enter LLC
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Enter LLC
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Dutch Government
A big community idea
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Pleio
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Pleio
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Pleio
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Pleio
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Spectrum mapping
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N SSpectrum mapping
• Use Post-Its
• Write down your thoughts on the question
• Include your organisation and name
• Place your post its on the spectrum line
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Reasons TO contribute to
online communities at work
MajorMinor
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Reasons for NOT contributing to
online communities at work
MajorMinor
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
• Policy and governance
Governance…
Do you have a policy?
How do you manage problems?
How do you manage tough questions?
How do you manage dead spaces?
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
• Early adopters and momentum
Achieving lift-off…
Early adopters
Seeding discussions
Recording wins
Working hard
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Building communities
Prodding participants
Ensuring questions are answered
Proving worth
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Sabre
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Images courtesy of Sabre
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Image courtesy of Sabre
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
Things to watch for…
Executive contradictions
Problematic participants
Avoiding the ghost town
Be aware of the time it takes
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
The community manager
Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013
S t e p T w o D E S I G N S
The community manager
The pinåta
The sponge
The spam hammer
The concierge
And more…
(http://blog.getsatisfaction.com/2011/01/24/community-manager)
Managing online enterprise communities
The state of online communities
Your online participation
Web versus enterprise
The many faces of communities
The pros and cons you see
Aiming to get it right
Managing online enterprise communities
Alex Manchester // Step Two Designs
alex@steptwo.com.au // @alex_manchester

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Managing online enterprise communities

  • 1. Managing online enterprise communities Alex Manchester // Step Two Designs alex@steptwo.com.au // @alex_manchester
  • 2. Managing online enterprise communities The state of online communities Your online participation Web versus enterprise The many faces of communities The pros and cons you see Aiming to get it right
  • 3. We’ve come a long way…
  • 4. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Yammer Powerful platforms…
  • 5. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Amazing mobile apps… Image courtesy of Yammer
  • 6. What online communities are you a member of?
  • 7. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N SDoes the success of web-based social networks and communities translate to success in organisations?
  • 8. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Critical mass…
  • 9. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S1 billion users…
  • 10. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S…100 users…
  • 11. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S…or 10 users…
  • 12. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S • Different dynamics Different dynamics…
  • 13. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S • Different purpose Different objectives…
  • 14. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S • FUD A lot of FUD…
  • 15. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S • The need for ROI The need to justify…
  • 16. The many layers of communities
  • 17. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Social networks Emergent, fluid, unfocused, full of weak ties, focused on serendipity, lightweight interactions and relationships
  • 18. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Communities of interest Centred around a generic topic but otherwise unstructured: Apple users group, runners group, mothers group, sustainability, innovation…
  • 19. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Communities of practice Larger, structured around specific, more tangible topics, often solving specific problems - road engineering, marketing, ‘process improvement’…
  • 20. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Project teams Small or large teams, focused, quickly created, hopefully disbanded in structured fashion: Business transformation, intranet project, CRM project, OH&S project…
  • 21. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Framestore Topic-centric micro-blogging
  • 22. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Framestore
  • 23. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Stockland Multiple communities
  • 24. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Stockland
  • 25. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Stockland
  • 26. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Stockland
  • 27. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Enter LLC Social network
  • 28. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Enter LLC
  • 29. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Enter LLC
  • 30. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Enter LLC
  • 31. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Enter LLC
  • 32. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Dutch Government A big community idea
  • 33. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Pleio
  • 34. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Pleio
  • 35. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Pleio
  • 36. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Pleio
  • 37. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Spectrum mapping
  • 38. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N SSpectrum mapping • Use Post-Its • Write down your thoughts on the question • Include your organisation and name • Place your post its on the spectrum line
  • 39. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Reasons TO contribute to online communities at work MajorMinor
  • 40. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Reasons for NOT contributing to online communities at work MajorMinor
  • 41. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S • Policy and governance Governance… Do you have a policy? How do you manage problems? How do you manage tough questions? How do you manage dead spaces?
  • 42. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S • Early adopters and momentum Achieving lift-off… Early adopters Seeding discussions Recording wins Working hard
  • 43. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Building communities Prodding participants Ensuring questions are answered Proving worth
  • 44. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Sabre
  • 45. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Images courtesy of Sabre
  • 46. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Image courtesy of Sabre
  • 47. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S Things to watch for… Executive contradictions Problematic participants Avoiding the ghost town Be aware of the time it takes
  • 48. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S The community manager
  • 49. Step Two Designs (www.steptwo.com.au) Designing for success with social tools • March 2013 S t e p T w o D E S I G N S The community manager The pinåta The sponge The spam hammer The concierge And more… (http://blog.getsatisfaction.com/2011/01/24/community-manager)
  • 50. Managing online enterprise communities The state of online communities Your online participation Web versus enterprise The many faces of communities The pros and cons you see Aiming to get it right
  • 51. Managing online enterprise communities Alex Manchester // Step Two Designs alex@steptwo.com.au // @alex_manchester