Why People,

Relationships and

Communities are

Becoming Strategic

Rachel Happe

Principal & Co-Founder

The Community Roundtable

February 15th

Social Media Week

We’ve Done A Lot of Organizational

Optimizing

@rhappe

http://www.flickr.com/photos/smaku/1400436298/

The Results Have Been Mixed

In the process, people have been treated as liabilities

to be managed vs. assets to be invested in

@rhappe

Source: http://www.time.com/time/interactive/0,31813,2048601,00.html

Technology Keeps Getting Faster…

@rhappe

…But People Do Not

Source: http://pandasthumb.org/archives/2006/09/fun-with-homini-1.html @rhappe #IBMConnect

@rhappe

.

http://www.flickr.com/photos/alainbachellier/4327038011/

We Are On a Collision Course

Faster Has Decreasing Rates of

Return For People

i.e. People can only go so fast before quality

suffers

@rhappe

http://www.flickr.com/photos/kyra__m/4681259456/

People Are Now The Weakest Link

So You can try

to keep up with

technology….

…or you can

make the

weakest link

your competitive

differentiator

To Maximize Human Performance, Access to

Various Social Environments is Critical

Networks

Communities

Team

Relationships

Individuals

@rhappe

Traditional Decision Process

Information &

Data Inputs

Consolidation Analysis Report Stakeholder

Review

Go/No Go

Decision

@rhappe

Social Decision Process

Information &

Data Inputs

Consolidation Analysis Report Stakeholder

Review

Go/No Go

Decision

Social Listening

Data from Network

Discussion of key

points in Community of Practice

Discussion of key

points in Functional

Community

Decision Posted to

Community

Facilitated Discussion in Communities

Written together

with work group

@rhappe

Different Relationships Are Required

for Different Outcomes En

cou

nte

r Awareness

Rec

ogn

itio

n

Awareness

Resonance

Dev

elo

pm

ent Understanding of

compatibility

Piqued interest

Acknowledgement of relationship Fr

ien

dsh

ip

Contextual Trust

Contextual Loyalty

Contextual Advocacy In

tim

acy Forgiveness

Advocacy & Defense

Universal Trust

Universal Loyalty

Social Media (Content-Based) Engagement

Community (Relationship-Based) Engagement

Direct Engagement

@rhappe

Relationships & Culture Are The Only

Sustainable Competitive Advantage

Commoditized:

• Technology

• Information

• Market access

Reduced Advantages via:

• Products

• Service

• Process

Opportunities:

• Relevance

• Meaning

• Connection

• Empathy

@rhappe

http://www.flickr.com/photos/netmonkey/55515112/

Good Relationships Endure

Community Maturity Model TM

Strategy

Leadership

Culture

Community

Management

Content &

Programming

Policies &

Governance

Tools

Metrics &

Measurement

Stage 1

Hierarchy Stage 2

Emergent

Community

Stage 3

Community Stage 4

Networked

Familiarize &

Listen

Command &

Control

Reactive

None

Formal &

Structured

No Guidelines for

UGC

Consumer tools

used by individuals

Anecdotal

Participate

Consensus

Contributive

Informal

Some user

generated content

Restrictive social

media policies

Consumer & self-

service tools

Basic Activities

Build

Collaborative

Emergent

Defined roles &

processes

Community

created content

Flexible social

media policies

Mix of consumer &

enterprise tools

Activities &

Content

Integrate

Distributed

Activist

Integrated roles &

processes

Integrated formal

& user generated

Inclusive

‘Social’ functionality is

integrated

Behaviors &

Outcomes

TakeAways

1. You will not win just by going faster - People cannot keep up

- Quality will suffer

2. Relationships & culture are the new

competitive advantages

3. Community building is strategic & urgent - Large first mover advantage

- People have limited key relationships

- Community building takes time

@rhappe

Thank You!

• Rachel Happe

• Principal, The Community Roundtable

• rachel@community-roundtable.com

• @rhappe