Tag Archives: Online Community

The Collaborative Economy – A Comprehensive Overview from the P2P Foundation

propsI stumbled on the following report from the P2P Foundation, and it was too good (and comprehensive) not to share. The main caveat with the doc is that it was published in 2012 and not 100% current with trends… but with that said, the content is generally helpful, and the editors / researchers were very prescient.

By way of a short overview (warranted, as this doc weighs in at 346 pages), the report gives a fantastic foundational overview and frame of what is now generally referred to as the “Collaborative Economy”, drawing from the best sources in the social business, online community, social media, innovation and collaboration spaces in the last 10+ years – Benkler, Tapscott, Chesbrough Botsman, and many more.

In short: these are the essential cliff notes you wish you had been taking over the last 15 years, but probably weren’t, coupled with thoughtful analysis. It is an excellent preamble to the work Jeremiah Owyang and Crowd Companies (and others) are extending and putting in to practice.

Dr. Strangeshare or: How I Learned to Stop Worrying and Love the “Collaborative Economy”

dr_strangeloveI have a confession to make: I can become really obsessed with labels.

Back in 2008, when I was producing events and conducting research focused on Online Communities for Forum One, the word “social media” hit broad adoption. I had countless debates with my colleagues about what we should title events and new research initiatives to stay true to the intention and tradition of online community building, while including the emergent activity happening on the mass social networks that were experiencing explosive growth globally. Two years later at Dell, our centralized “Social Business” team was called “SMaC” – Social Media and Community. Many labels in play trying to describe a spectrum of concepts and activities.

Ch-ch-ch Changes
On the one hand, each new term that has been introduced introduced to describe a major shift (virtual community, online community, social media, social business…) signaled a major evolution or change in culture, driven by the twin forces of technology and culture. On the other hand, each change contained so many attributes of the last wave that it was easy to be cynical that it was change in name only, driven by consultants, analysts and authors ready to make a label stick to own a market or concept. What really happened? Honestly, I think a bit of both – as market and cultural forces gained energy, a handful of folks were able to step forward and help make meaning of what was going on and describe what possible future scenarios might come in to play. I created a simple diagram to describe what I personally saw in my career to date:

A Snapshot of the Evolution of Online Communties
(
click for a larger version)

Something’s Happening Here
Which brings us more or less up to date. When I first heard the terms “Sharing Economy” and “Collaborative Economy” hitting mainstream last summer, my immediate reaction was a cynical “here we go again”. But then I started doing research, and listening to some of the smart voices in the field signaling the change. In particular, I found Rachel Botsman’s work very helpful and insightful. Her “The Sharing Economy Lacks a Shared Definition” is an especially good overview. Jeremiah Owyang has done a lot of research and writing in the field as well, and it was his energy and insight that helped me decide to make Autodesk a founding member of his Crowd Companies brand council.

I’m convinced we are entering a new era – one that draws on the collective learning, social technology and cultural evolution to set the stage for the next act in a very long play that the Cluetrain Manifesto described in 1999:

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

I keep coming back to a handful of questions to help frame how the Collaborative Economy will affect my day to day practice:

  • How might this next phase of “social” enable (or force) sustainable and thriving businesses?
  • How can Brand’s fully design and engage an extended community ecosystem – inclusive of all stakeholders (customer, partners & employees), built on shared value?
  • How will reputation play a role as the marketplace becomes a mesh? How can we make data, content and associated reputation all portable across meaningful contexts?
  • How will participation and contribution will be valued, exchanged and incentivized in the near future?
  • What does the future of crowdsroucing and co-innovation really look like?IMHO, early examples, like Dell’s IdeaStorm (I designed the current incarnation) and marketplace’s like Quirky and kickstarter are all part of an interesting but humble beginning.

The net-net: for me, the time for lable-gazing is done. It’s time to learn, experiment and evolve my practice.

I’d love to hear your thoughts.

Updated 3/3/14 @ 11:55am
This morning, Jeremiah Owyang released a new report: Sharing is the New Buying, Winning in the Collaborative Economy - this is the largest study of the Collaborative Economy to date, and an informative read.

Attributes of Thriving Online Communities

Screen Shot 2013-10-21 at 11.19.39 AMI got my start building online communities in 1999 with the launch of TechRepublic.com. We grew from a cold start of 0 to 2 Million members in less than 2 years before being acquired by Gartner – it was an insane ride.

I was first asked the question of (more or less) “What makes a thriving community” during the first few months of our growth, and frankly, I didn’t have a good answer at the time. I was primarily focused on designing the site, rolling out new features (like one of the first peer networks in the space), and tweaking architecture. One night when we were working on what was essentially a Social Q&A feature, I checked into our forums to look for inspiration and ideas around how people typically ask technical questions. What I stumbled into was an exchange in the forums about configuring Windows NT for a very specific enterprise environment. Probably 100 in the entire world were capable of having a meaningful conversation about this topic, and we had attracted 10 of this. For TechRepublic at that time, a thriving community meant attracting the most knowledgeable IT Pros in the world, and incentivizing them to share and participate.

I’ve asked myself the “what makes a thriving community” a lot over the years, especially when my practice takes me into a new domain. What worked at TechRepublic in ’99 and Autodesk in 2001 wasn’t necessarily the same criteria for the large NPO communities and collaboration spaces we did at Forum One, or even the range of communities we built and nurtured at Dell.

I was asked to think about the question again last week, and I put together the following list. Given where brands generally are with their social and community efforts, I feel like this is a good and succinct list – by no means comprehensive – but directionally correct.

Attributes of Thriving Communities

Attribute What it looks like to host: What it looks like to member:
Shared Value Business value in the form of answers, content, connection, expertise, & advocacy. Value in the form of answers, content, connection, expertise & access.
Shared Identity Members rally around, inhabit, and shape community brand. Helps birth and shape community brand.
Vibrant Participation Visible, regular and quality member participation and contribution. Regular Host presence, contribution and facilitation.
Community Leadership Defined rank and reputation model; extending management to members. Meaningful ranks and status; clear paths to achievement and privileges.
Quality Content Content base growing and evolving to most valuable state. Contribution, curation and feedback to evolve content quality.
Expertise Community attracts and develops SMEs. SMEs from host are regular community participants; opportunity to learn & develop.
Culture of Trust Culture of openness and civility. Members air grievances respectfully. Feel connected to host, part of governance & free to provide critical feedback.
Elegant Experience Mature community & social tools, fantastic UX, committed roadmap. Easy to participate and contribute, needs-driven features.
Growth & Responsiveness Base follows growth curve of brand / product. Base guides features & policy. Steady influx of new & quality members, participation in community governance.

 

What would you add?

An Update on the Online Community Unconference 2013 #OCU2013

ocu2013_2

I wanted to provide a quick update regarding the Online Community Unconference that we are putting together in Mountain View on May 21. It has been an amazing experience to reconvene the “community of community managers” that were first brought together during the period Forum One hosted these events, and inspiring to see the new members of the community: both practitioners and organizations that are embracing the art and science of building and sustaining online communities.

We are currently just shy of 100 registrants, with a target of 200. We have an amazing group of organizations and industry experts registered, including leaders from:

  • Answers.com
  • Autodesk
  • Bill & Melinda Gates Foundation
  • Brandle
  • Ebay
  • George Lucas Education Foundation
  • Google
  • Intuit
  • Lithium
  • Mozilla
  • Netbase
  • Ning
  • Salesforce.com
  • SAP
  • WestEd
  • Wikia

and many more.

We will also be joined by independent practitioners, industry analysts and authors that are deeply invested in and knowledgable about the community space, including:

The OCU is shaping up to be a fantastic day of learning, sharing and networking. If you haven’t had a chance to register, you can find more info here:
Online Community Unconference 2013 Registration

I hope to see you all on May 21st at the Computer History Museum in Mountain View!

 

Announcing the Online Community Unconference 2013 – We’re Back!

ocu2013_2

File under: blog posts I never thought I would be writing – but excited that I am.

It’s been an interesting journey to get here (and I’m certain it will continue to be), but I’m very pleased to announce that we will hosting the Online Community Unconference in Mountain View, CA on May 21ist.

You can register here. <

The Unconference planning team is rooted in the #OCTribe meetup and is made up of me, Kaliya Hamlin, Randy Farmer, Scott Moore, Susan Tenby, Gail Williams, Rachel Luxemburg and Maria Ogneva. Our plan is to closely follow the successful format of the Online Community Unconferences that ran from 2007 – 2010 in the Bay Area and New York that I produced when I was at Forum One – specifically:

  • Personally inviting key professionals in the industry to ensure a knowledgeable and experienced group
  • Adhering to the principles of Open Space Technology to ensure a quality event experience & maximum content – no filler / no talking head keynotes and no recycled presentations that you’ve seen from “noted experts” at other conferences. This is about real professionals having real conversations
  • A great location in the Computer History Museum
  • A commitment to document the proceedings  – see an example of the Book of Proceedings from the OCU 2009.
  • A fun and collegial environment

I’ll have more details as we get closer to the date, but the key things for now are:

  • Registration is open now with early bird rates @ $85
  • We are currently looking for a modest amount of sponsorship (feel free to email me)
  • Our hashtag is #OCU2013
  • We hope you can join us on 5/21!

And lastly… its nice to be back :)

#CMAD 2013 and Sharing Some Appreciation

Screen Shot 2013-01-27 at 6.42.43 PM Today (ok, technically tomorrow) is Community Manager Appreciation Day, or #CMAD. As I mentioned before, Jeremiah Owyang will be tracking the global celebration via his blog: 4th Annual Community Manager Appreciation Day: Jan 28, 2013 In my last post about #CMAD, I encouraged everyone participating to “find there own A”:

I originally chose to support #CMAD because I believe that most organizations are underinvesting in and not properly prioritizing the role online communities can play in their marketing, sales and support strategies. I see #CMAD as a way to raise the visibility of the role of Community Management in addition to a whole lot of gratitude for Community Managers being passed around.

My “A” is still appreciation, but I wanted to call out a handful of people in the industry who have really helped shape my thinking about Community Management, and consequently, my career in the industry. Specifically, I wanted to acknowledge:

Howard Rheingold: @hrhreingold
Howard is one of the true pioneers in the space, and if you are unfamiliar with his work, you really are missing key pieces of the foundation of the Online Community industry. Howard’s work in and impact on the space is incredible, from his seminal book “The Virtual Community“, to his early participation in The WELL, his book on mobile social Smart Mobs, and his recent work in social and collaboration including classes at Stanford. A brilliant man and a gentle soul.
What I specifically appreciate: Howard laying the foundation for an objective conversation about online communities and collaboration.

Amy Jo Kim: @amyjokim
I’ve never had the pleasure of meeting Amy Jo Kim in real life, but I consider her book “Community Building on the Web” on of my best Community friends. The book is almost 7 years old, but still remarkably useful in day to day practice. In particular, I find her definition of online community as the one I always go back to:

My working definition for community is a collection of people who have come together for some common purpose, interest or activity, and who are able to get to know each other better over time.

Excerpted from this great interview with Nancy White.
What I specifically appreciate: Amy writing the first book on online communities that was both strategic and practical.

Randy Farmer: @frandallfarmer
Continuing the list of pioneers with Randy Farmer, one of the first Community Architects and also an expert in Reputation Management Systems. I first got to know Randy in 2007 through the Forum One Network events that I developed and hosted with Jim Cashel. For me, Randy has consistently been one of the smartest, most pragmatic, and most helpful voices in the online community industry. We’ve worked together personally on a couple of projects, including an RMS project for Dell’s Communities.
What I specifically appreciate: Randy’s guidance and advice as the industry transitioned from Virtual Communities 1.0 to Social Media and beyond.

Joe Cothrel: @cothrel
Joe Cothrel is Chief Community Officer at Lithium (disclosure, Autodesk is a customer). Though not as widely published as the previous folks that I have mentioned, Joe is truly one of the smartest strategists and practitioners in the industry. Joe was another connection that I made via Forum One events, and I’ve always found his opinions and feedback valuable. Joe is particularly great at brand communities and the organizational issues and opportunities with online communities.
What I specifically appreciate: Joe’s advice and feedback on the best ways to create value with brand communities, and how to describe that value.

Jeremiah Owyang:@jowyang
No #CMAD list would be complete with giving a shout out to Jeremiah Owyang. Although Jeremiah covers many parts of the Social Business spectrum, we has consistently tracked, reported on and researched online communities and the role of community manager throughout his career. Jeremiah has been supportive of many of my personal community building initiatives, including my early Online Community Roundtable meetups and Forum One Unconferences. Jeremiah continues to study the value and impact of online communities and the fact that he continues to steward #CMAD is icing on the cake.
What I specifically appreciate: Jeremiah’s ongoing interest in, and quality coverage of, the Online Community space.

How about you?
Who is on your list? Who are you most appreciative of on Community Manager Appreciation Day?

PS – Looking forward to seeing Bay Area folks at the #CMADSF event on Monday night.

The Role of Brands in Online Communities

There seems to be a wave of bad advice and misguided thinking regarding where and how brands should engage with their communities. Examples include pundits advising brands to prioritize social efforts “off domain”, being passive observers in their communities instead of active hosts, and a general sentiment that hosting a brand-based online community is high effort and low return.

This is really unfortunate, as I’m convinced many organizations are missing key opportunities to realize value from online communities. The reasons for the bad advice and thinking are myriad and may include legitimate causes like: steady pressure from a slowly recovering economy, increased demands for customer attention online and competition for prioritization amongst a growing list of places to play in social media. Unfortunately, the lack of direct experience and ego play a role as well.

Stakes
So, what’s at stake? Your network of customer relationships. Said another way: you can rent this network on Facebook (along with other tenants), or you can make the investment in hosting, growing and managing the network yourself. Renting is cheaper in the short term. Building and hosting the network creates a business asset that is generative in value if managed properly.

The Role of Host
When I say “host”, I am specifically talking about on-domain, brand-hosted communities that are built on a community platform (like Lithium or Jive) and housed under the brand’s domain. Examples include Autodesk’s AREASAP’s Community Network , Dell’s TechCenter and Lego’s CUUSO . The value of these communities is multi-dimensional, but hosted brand communities are generally a “clean, well-lit place” for a company to:

  • offer customers peer to peer support, lowering support costs and increasing customer satisfaction;
  •  co-develop product and service ideas with customers, lowering research costs and creating products with a built in market;
  • give special access to and content from insiders (like product developers) in the company, increasing the value of the community for members;
  • share special content to enhance the use of (or use in) the products;
  • discuss improvements or extensions to products and services;
  • facilitate niche communities of practice around specializations;

to name just a few in the long list of possible activities that produce value for both the brand and community members.

Being a Good Host

“if you talked to people” by Hugh MacLeod @gapingvoid

The web is littered with failed attempts by brands trying to kickstart communities. Many remind me of the famous Bette Midler quote “but enough about me… what do YOU think about me”. Many early failures hit the wall simply because they made the simple mistake of being selfish. Brands need to be able to come up with a simple value equation as part of the strategic development process for community that accounts for both their business needs as well as that of the community member. If both parties can’t win, there is really no sense in playing. I offer the examples I gave earlier as proof that this can be done – Lego, Autodesk, Dell and others have been and are successful in their efforts. A few reminders on etiquette for being a good host (and there are many others):

  • Be present and attentive
    Ensure that staff are available to participate, answer questions and respond to feedback.
  • Be engaged
    Actively manage the community, ensuring basic moderation is happening and that there is a regular cadence of content and activity.
  • Be respectful
    Ensure that communications, content and activities are geared towards shared value, vs one-sided discussions about the host organization. Being respectful goes beyond generally being civil and includes the expectation that the community hosts will form relationships with members and support the community over the lang haul.

Brands as Networks
One definition of brand is “the collectively held perceptions about an organization shared amongst its stakeholders”. I find this fascinating because the statement implies that a brand can’t manifest unless it is in a networked environment. Brands need networks in order to exist. Online (and offline) Communities are a living, breathing expression of a brand.

The Net:

  • Online Communities should be a focal point of brands social strategy, and a “center of gravity” for social presence;
  • Brands should not shy away from the role of active community host – it’s not an option, it’s a responsibility
  • To be a good Community host, approach the task with the attitude that *everybody can win* instead of a zero sum game of Brand vs Customers