THE COMMUNITY SHIFT

T H E HR P

E R S P E C T I VE –

I NS I D

E & O

U T

Presentation for LASHRM13: Crystal Miller

I AM...

WorkBrand

PRSCamp

TalentNet

TChat

BrandedStrategies.Com

TheOneCrystal.com

1 Defining the Shift

2 Developing Community Strategy

3 Building the Community

4 Launching the Community

5 Maintaining the Community

AGENDA

3

2

1DEFINE IT

THE “AKA”

DEFINING CHARACTERISTICS

WHAT IS COMMUNITY??

Define:”Community”

1 BLOG

2 BULLETIN BOARD / NING NETWORK

3 FACEBOOK

4 TWITTER

5 LINKEDIN

COMMUNITY EXAMPLES

IF YOUR COMMUNITY WERE HAVING A CONVERSATION ABOUT YOUR COMPANY

What Would Be Said?

6 INSTAGRAM

7 PINTEREST

8 FOURSQUARE

9 CHATROOM

10 DRUPAL, OWN COMMUNITY SITE

COMMUNITY EXAMPLES

1Strengthen Your Brand

2Value-Add for

Your Target Group/Users

3SEO

4Money

5CRM

6Competitive

Peer Pressure

The “Old” Argument On “Why Build It?”

Internally

• Survey Employee Groups

• Email Usage Reports

• Avg # of Meetings

• Cost Analysis

Externally

• Social Audit

• Communication Reporting

• Applicant Fall-Off

• Days-to-Fill

Do We Need It? Do Research!

DEFINING THE SHIFT

B U S I NE S S D

R I VE R S I

N T E R N A L LY & E

X T E R N A L LY

Technology Changed

• Increased Acceptance of SaaS & Cloud Technology• Frustrations w/ current systems limitations & underutilization

Organizations

Evolved

• Remote Workforces• Leadership Style Shift from “Management” to Engagement• “Meeting Overload” Avg 13 phone, web & in-person meetings/wk

“Workers” Evolved

• Employee Mentality shift in from “Company Man” to “Individualism” (What’s In It For Me?)

• Mobile Workers need info & to connect the way they do personally to get work done.

INTERNALLY

Technology Changed

• Increased Acceptance of Saas, Cloud, & Mobile Tech

• Societal Adoption of Business Presence in Social

Organizatio

ns Evolv

ed

• Increased focus on “Talent Attraction” & Recruitment Marketing• Increased involvement in employee referrals & internal mobility

Result?“Peer

Pressure”

• Tightening job market for both candidates & employers• “Keeping Up With the Joneses”

EXTERNALLY

Affecting Internal Business Processes

Streamlining Communication

Fostering Employee

Collaboration

Capturing Institutional Knowledge

Connecting Systems &

Disparate Data

Digitizing Processes

DEVELOPING STRATEGY

K E Y T O S U C C E S S

BUILDING COMMUNITY

What? Where?

Strategy Roadmap

Objective

s

• Clearly Identify Benefits for both the business & the community members

Implications

• Operational: Who will own & maintain the community?• Tech: What systems will the community need to interact?

Features/Functions

• Develop a roadmap that prioritizes desired features & functionality for both business & community members

Strategy Roadmap

Platform

• Select a platform that meets needs of the strategy and features/function roadmap

Metrics

• What defines success? How & Who will measure?

Execute

• Develop an implementation plan for activation & adoption plan for long-term success

BUILDING THE COMMUNITY

F R OM

P L A N T O R E A L I T Y I T ’ S O

N E Y E A R

BUILDING BLOCKS: WHAT DOES IT TAKE??

• Commitment• Strategy• Content• Members

1

2

3

Your first option is to build a community from scratch. This is going to take a higher commitment of time & money.

NEW OR EXISTING?

Second option is to join/use an exisiting community to share your message.

Third option is to use an existing platform to create a micro-site or channel to cultivate your own community.

1 MOST USED SOCIAL NETWORKING SITE 1

2

3

4

100 MILLION ACTIVE USERS

Over 50% Log In Daily 65 Million Users Log in daily

30 BILLION Pieces of Content Monthly

Over 192,185 Tweets PER SECOND

EASILY ACCESSIBLE - Diverse Device Use

EASILY ACCESSIBLE -Devices & Hashtagged

2

3

4

BUILDING A COMMUNITY

FB T

Build Your Pyramid

1 - Creator10 - Commentators100 - Lurkers1000 – Strangers

1MEMBERS HAVE SENSE OF OWNERSHIP

2SHARED HISTORY

3“REGULARLY SCHEDULED PROGRAMMING”

EXTERNAL SIGNS OF SUCCESS

FACEBOOK COMMUNITY EXAMPLE

WIDGET BOXES

INCREASE YOUR ENGAGEMENT & BUSINESS INTERACTION

3

2

1CONTENT

MEMBERS

INTERACTION

LAUNCHING THE COMMUNITY

Let’s Get it Started

Content & Champions 1st

Have 30 PIECES of VARIED Content Before You Launch 2

1 USE THE SOCIAL STRAT PLAN YOU CREATED DURING BUILDING PHASE

3 Start Small. Grow. Evolve.

KEEP IN MIND TO:

Learn As You Go. 4

Have. Patience. 6

5 Ask For Feedback.

1 USABILITY

2 USER EXPERIENCE

ONLY TWO FACTORS FOR LAUNCH SUCCESS?

LAUNCH SCHEDULE: BETA-PHASE / SOFT-LAUNCH

1

2

3

4

LAUNCH

POWER-USERS

IDENTIFY “ROLE-MODEL USERS”

COLLEAGUES

FRIENDS

2 BE PRESENT YOURSELF

1

3

4

5

AGENDA

REWARDS & RECOGNITION

WELCOME NEW MEMBERS

NEW CONTENT

QUALITY CONTROL & GUARDING BEHAVIOR

ALL ABOUT MAINTA

INENCE

C ON T I N U E D I M

P R OV E M

E N T

3

2

1MOVING FROM STRANGER TO LURKER

MOVING FROM LURKER TO PARTICIPANT

MOVING FROM COMMENTATOR TO CREATOR

MAINTAINING THE COMMUNITY

MAINTAININGCOMMUNITY

I AM...

To Follow: WorkBrand

PRSCamp

TalentNet

TChat

SHRM

BrandedStrategies.Com

TheOneCrystal.com