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
• @rhappe
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