It pays to share, as the crowd shares your brand for you.
Marketers first adopted the internet and then social media. The next digital phase is the Collaborative Economy. What’s that? If you’ve heard of Airbnb, Uber, Lyft, Kickstarter, Indiegogo, and the Maker Movement, this is the Collaborative Economy.
Just as social media enabled people to create media and then share media, in this next phase, the Collaborative Economy enables people to create their own physical goods as well as share their existing physical goods. In both of these examples, they are using digital technologies to make the sharing happen.
This following honeycomb graphic of the Collaborative Economy clearly illustrates the many different industries that are being impacted.
View full-size image.
Crowd Companies has been tracking this movement and is aware of at least 150 leading brands that have recognized the need to adopt and embrace the Collaborative Economy, and we have a Google spreadsheet to track how brands are using the concept in marketing and more. Each of them has acted in some way to deploy shareable products, host marketplaces, and work with makers to innovate. Here are eight companies that clearly demonstrate what marketers can do to adopt this collaborative revolution and to promote the sharing concept.
1: MasterCard and Lyft
Mastercard partnered with Lyft to extend its “Priceless” marketing campaign during the Christmas holiday. It decked out the interior of Lyft vehicles in Christmas decorations and handed out gifts such as cookies and concert tickets.
2: KLM and Airbnb
KLM customized a private plane for use as a unique Airbnb experience, giving a whole new meaning to “flights and accommodations all in one place.” To be fair, the plane didn’t actually fly anywhere. It was the accommodation. And it was luxurious to say the least. Three lucky families got to spend a night in the stylish apartment-in-a-plane equipped with a host of amenities not available in even a luxury hotel room.
3: Comcast and Airbnb
Comcast created three unique Xfinity Watchathon Week Airbnb properties. Families in San Francisco, Chicago, and Baltimore spent an entire week in selected Airbnb properties whose interiors were redecorated to match the sets of Game of Thrones, Boardwalk Empire, and The Wire. Not only did guests watch their favorite series, they were immersed in it.
4: Ghirardelli and Lyft
Ghirardelli sponsored a Valentine’s Day contest and sweetened the ride for some lucky Lyft passengers. Every Lyft rider in San Francisco enjoyed a car packed with free Ghirardelli chocolates. One lucky passenger and a loved one won a getaway in San Francisco, including a two-night stay in a fancy hotel, unlimited Lyft rides, an exclusive tour and shopping spree at Ghirardelli, and of course, lots of chocolate. Sweet!
5: Citibank and the City of New York
Citibank sponsors a New York bike sharing program, which means its brand is pedaled all over the city. With the full backing of the New York Department of Transportation and the sponsorship of Citi, thousands of on-demand bikes and hundreds of bike stations are available and easily accessible. Increasing consumer demand is now prompting expansion to neighborhoods north and east of Manhattan.
6: MADD and Uber
MADD partnered with Uber to prevent drunk driving on St. Patrick’s Day. According to a report issued jointly by MADD and Uber, “It is estimated that every 52 minutes someone is killed in a drunk driving crash.” Uber and Mothers Against Drunk Driving are working toward a world where more options empower more people to make the right choice — where a safe, reliable ride home is always within reach.
7: Honda and Indiegogo
Honda and Indiegogo partnered to preserve iconic American drive-in theaters. The people at Honda figure that without cars there would be no drive-in theaters, so it made sense for them to launch an Indiegogo campaign to engage the crowd in an effort to help save the 368 remaining icons of a bygone, but missed, era.
8: Nordstrom and Etsy
Nordstrom features Etsy products, including home decor items, clothing (even bridal gowns), and accessories. Perhaps the next Vera Wang will be discovered at Nordstrom. There are currently 15 Etsy makers whose products are cataloged by the upscale retail giant. This is a model of corporate marketing vision and resilience embracing the Collaborative Economy for the benefit of all concerned.
Because of the increasing popularity of sharing startups, more and more businesses are considering how they can join in on the “sharing” — either through individual projects or by partnering with other brands. And the industry is moving fast as more and more entrepreneurs come up with business models that build upon the Collabortive Economy model and compete with traditional commerce models. If you want to keep up, consider how your brand can be more “sharing” and how you can facilitate sharing within your customer base.
This was originally posted on the Hubspot blog.
Mature software companies allow a “thousand flowers to bloom” as 3rd parties would build and sell new wares around their online marketplaces. Now, every company can tap this strategy.
Make no doubt it, the Collaborative Economy continues to grow. At the start of the year, I was tracking just over a dozen examples of big companies engaging in the change. Today, just over six months later, there are over 50 examples of big brands who have moved into the collaborative economy. That is a 76% increase!
What is the Collaborative Economy? It’s where people are sharing goods among each other, or making them on their own. Existing, traditional model companies are beginning to realize that the way to join this trend is to enable these behaviors, using the three business model shifts, we’ve outlined here.
One business strategy is for single brands to shift to a marketplace strategy, thereby enabling a community of buyers and sellers around them to gain on a brand platform. In the past week, we’ve seen two new examples, in addition to two older ones. Let’s take a look:
TOMS commits to social good, allowing makers to resell on their platform. This week, Toms launched a marketplace for 30 makers to resell their own goods, items that are not Toms’ products. This means that they are willing to support the growing community of mission-driven makers around them. What’s really striking is their homepage banners says, “We believe commerce can be about more than just profits,” which aligns with the theme that “purpose matters more than profit” to a growing number of people.
Staples launches a collaborative marketplace, increasing their SKUs by 500%. A few hours ago, Staples announced they will expand their number of SKUs 500% by launching a marketplace. This new marketplace will take Amazon head-on, by enabling them to move from 200k SKUs to 1,000,000 SKUs, expanding their total market offerings.
GM tapped location technology to activate a car sharing marketplace. An earlier example, GM partnered with RelayRide, which allows people to rent their own cars to strangers (I tried it, and let a stranger drive my family car). Using their OnStar technology, GM could identify where idle cars are parked and develop that ability to activate a collaborative marketplace of car owners and car renters.
Patagonia encourages selling used goods –proving commitment to sustainability. The prime example that most people know is Patagonia’s big partnership with eBay for the CommonThreads program. They encouraged people to purchase used goods – instead of buying new – with the profits from the transactions going to non-profits. This bold move proved Patagonia’s commitment to sustainability, and also showed they had quality products that could withstand secondary ownership.
Right now, we don’t see enterprise-class, white-label marketplace software. There’s an opportunity for software vendors like Bazaarvoice, Lithium, Adobe, Salesforce, IBM and Ariba to create these to enable brands to quickly launch their own marketplaces, rather than building custom from scratch. A few months ago, I put out a call out to the market for this blue ocean opportunity, and was contacted by ShareTribe, who’s enabling marketplaces for anyone to launch.
What’s the big trend?
Savvy companies know that branded, online communities are shifting to thriving online marketplaces. Not only can they achieve social good, offer more products to sell, activate used goods, but they centralize commerce, community, and people around their brand.
Image by Vainsang, creative commons licensing
Update: Here’s a Wrapup of #CMAD 2013, which Trended.
Today is Community Manager Appreciation Day, in celebration of saluting this important role changing the face of corporations and customers everywhere, I wanted to share original data and insights on the state of the space. Community Manager Day (#CMAD) is hosted globally every fourth Monday in Jan, I’ll do a wrap up post and cross-link for this fourth year. Why do Community Managers get their own day? Essentially, they serve customers every other day, so they should get a day of thanks to highlight how they’re changing the face of business, customer care, and our industry. Here’s key stats on the essential skills, requirements of community managers, as well who they follow the most on Twitter.
1) Top Required Skills of the Community Manager
Altimeter Group conducted analysis of 30 global job descriptions of Community Managers to ascertain patterns on job requirements and skills.
Above: Out of 30 Community Manager job descriptions, the most critical requested skills were writing ability (83%), customer relations in online channels in normal daily conditions (76%), and working with other departments (53%). Other critical skills included reporting, and providing feedback to product teams on innovations and improvements. A few of the requirements included passion/tact/clever people skills, as well as passion for the topic and vertical the CM was covering.
2) Top Tools of the Community Manager
Above: Interestingly, 43% requested that Community Managers to participate in social networks –not just online communities owned by the brand. The heritage of the term originated with online communities (before Facebook and Twitter were founded) but the job requirements now suggest that 43% of community manager roles must interact with customers wherever they go.
3) Top Experience Requirements of the Community Manager
Job Experience Requirements: Out of the 30 job descriptions, 13 (43%) required bachelor degrees, and a majority required that they have Years required about 2.5 – 3 years of experience in social/marketing/customer service. Additionally, 6 companies had a requirement that the community manager have 2.5 – 3 years of experience in the specific vertical which they were serving.
4) The Most Followed Community Managers are in America, Western Europe
If you’re seeking to reach community managers in person, you’ll find key global hotspots in East Coast US, Western Europe, and a scattering up and down the West US Coast. This represents the top 500 followed community managers (update: Little Bird has provided a method and list of top 1000 CMs), and is not representative of the thousands of total CMs in the entire industry.
5) Most Influential Community Practitioners
Long time friend, Marshall Kirkpatrick (RWW, now entrepreneur) provided me data on influential community managers in Twitter. While I’m not involved in creating his social analytics product, Little Bird they provide this service analysis to any topical community. By analyzing which Community Managers are most followed in Twitter by their peers, he generated a list. Here are the most followed (thereby highest potential of Influence) Community Managers followed by their peers. Caveat: I recognize that measuring influence can’t be a sole number, but the data provided is interesting on heat maps on a social graph.
Community Managers followed the following folks, who are mostly providing services, resources, information and guidance to other community managers. Out of the top 500 Community Managers on Twitter, the 5 most-followed by their peers are:
- Jenn Pedde (@JPedde) Community Strategist at 2U and Co-Founder of CmgrChat is followed by 74% of the top Community Managers on Twitter
- Blaise Grimes-Viort (@blaisegv) Head of Community Management & Social Media with @eModeration is followed by 66% of the top Community Managers on Twitter
- Rachel Happe (@rhappe) Principal at The Community Roundtable is followed by 64% of the top Community Managers on Twitter
- Jim Storer (@jimstorer) Founder of The Community Roundtable (like Rachel, above) is followed by 61% of the top Community Managers on Twitter
- Tim McDonald (@tamcdonald) Community Manager for @HuffPostLive is followed by 53% of the top Community Managers on Twitter
Yours truly (@jowyang), is followed by 43% of the top 500 CMs, thank you!
6) Most Influential Community Managers at Corporations followed Community Managers
The top 500 Community Managers followed the following corporate community managers the most:
- Maria Ogneva (@themaria) at Yammer (which is a social business vendor, kudos Maria)
- Lauren Vargas (@vargasl) at Aetna
- Paco Vázquez (@pakvazquez) at Telefónica
7) Top Software Vendors Followed by the top 500 Community Managers
The following are the most followed social software vendor corporate accounts (not personal accounts, like Maria) of the top 500 Community Managers. While just one data sample, this gives light to the mindshare owned by actual product users in the industry:
- Salesforce MarketingCloud (@marketingcloud) is followed by 26%
- Wildfire (@wildfireapp) 11%
- BuddyMedia (@buddymedia) 8%
- Lithium (@LithiumTech) 8%
- Cotweet (@cotweet) 8%
- Sprinklr (@Sprinklr) 6%
- Spredfast (@Spredfast) 6%
- Adobe Social (@AdobeSocial) 3%
- LiveWorld (@liveworld) 3%
- Involver (@involver) 2%
- Little Bird (@getlittlebird) 2%
- Oracle (@oracle) 1%
8 ) Most Influential European Community Managers
Out of the top 500 Community Managers in Europe, the ones most followed by their peers are:
- Camille Jourdain (@camj59)
- Christophe Ramel (@Kriisiis)
- Cédric DENIAUD (@cdeniaud)
- Flavien Chantrel (@moderateur),
- Jean-Luc Raymond (@jeanlucr)
- Isabelle Mathieu (@isabellemathieu).
9) Rising Stars in Community Manager Space
Globally, the most Emergent CMs this year, defined as new but already followed by a large number of other leaders in the field are:
- Hootsuite’s Laura Horak (@laurahoots)
- Rolando Cuevas (@cuevas_rolando) of Spain’s Community Next
- Mark Schwanke (@AdoptACM) formerly of Motorola Mobility
- Fer Rubio Ahumada (@FerRubioAhumada)
- Patricia Fernandez (@triciafernan)
10) Most Connected Community Managers
Globally, the CMs who are following the largest number of other top CMs on Twitter are:
- Nissim Alkobi (@nis519) at Payoneer
- James Baldwin (@TwistedEdge) of the International Game Developers Association
- Paulette Bleam (@paulettebleam) of stealth startup Sumazi
- Jim Storer (@jimstorer) of Community Roundtable
- Robyn Tippins (@duzins) of ReadWriteWeb
Summary: As the broader category of Social Business continues to proliferate around the globe, these day to day business programs will be staffed, run, and managed by Community Managers serving on the front line with customers, employees, and partners. This key role represents the shift to digital real time communications in the business workplace, and demonstrates the changing role of authentic and human customer interactions.
Credit to data analysis by Julie George of essential skills in data point 1-3.
Left: A social network mapped out, this one is of influential photographer Kris Krug’s social graph.
These breakdown posts often contain content that didn’t fit into research reports, and contain input from industry experts or deeper client engagements, see other ‘breakdown‘ posts.
Unsure how to deal with the most passionate communities your market has to offer? One of Altimeter’s large brand clients was struggling with this same question, a brand cannot simply waltz in without fully realizing the commitment being made and impact to brand relations. Our client specifically wanted to know from myself and colleague Sr Researcher Christine Tran on the “best way to enter and exit a passion community”. I interviewed Jenna Woodul from LiveWorld (software and services), Robb Meier from InternetBrands (they host/manage lifestyle communities and Stefania Pomponi B. from Clever Girls (manage a network of influencers) to get their take on this specific task.
A Passion Community Defined: Is one that contains highly focused brand and lifestyle advocates often on a third-party (one which you have no control over) website that the brand does not manage. This is a high-intensity group, containing members that pose opportunities to engage with influencers, but also risks of brands being unable to manage in a scalable manner. The most engaged members of these communities, we will refer to as Passionistas.
Passion Community Scenarios
|Don’t Engage Passion Community
||Do nothing. For some brands they choose not to engage these communities, but most often they are monitoring. I know of one airline who was observing Flyertalk, but involved in the other, in order to find out how customers were “gaming” the system.
||While not engaging can mean less resource commitment, it does not mean less risk. By not engaging, brands may not have a foothold for product launches or dealing with crises that may arise.
|Dive Head First
||Many a companies, and their agency partners, may dive headfirst into passion communities without first bothering to plan. In most cases, companies have already deployed some resources or have an adhoc community manager involved.
||Rapid deployment, often without having to deal with legal or corp comm checking off every step, but the downside may be much greater as companies are unable to scale, deploy resources, or answer all the questions.
|Approach with a Strategy
||Companies that step back, analyze the situation, the develop key relationships are examples of these scenarios. This can include either a long term or short term engagement.
||While the chances or doing it right increase, the opportunity to do it fast, or even beat competitors to reach these groups.
Risks to Engaging a Passion Community
What are the risks of jumping into a passion community without a strategy? We have identified at least four key risks: 1) May setup unrealistic expectations with passion customers who may now expect your commitment, 2) Disrupt your existing customer relations business processes for sales, support, or communications. 3) Trigger discussions around your product or company that you’re not prepared to discuss, 4) May disrupt the business model of the hosts of the third party site, who may be monetizing the support or service of your product line.
Case Example: Top Tech Company Jump Head First –Then Backs Out
A few years ago, a top tech brand shared with me they involved their highly coveted engineers in a discussion at Digg (pre-Reddit era), only to be surprised and slightly overwhelmed by the amount of questions and discussions that no human nor one brand can respond to. The tech community reacted so positively to see this blue chip involved that it created such a large set of questions that this brand had to reset expectations, and ensure there were enough resources to provide the right experience.
Key Principals of Passion Community Engagement
- Passion communities may outlast your brand. Often, communities have existed before your brand, and may also exist if your brand ceased to exist. Robb Meier of InternetBrands shared that; “I think the biggest point you make, is that passion communities existed before the brand knew of them, and will very likely continue on, even if the brand doesn’t. Prime examples are the thousands of Vehicle model specific communities, based on cars no longer in production. Brands should recognize that passion communities have their own power source. Don’t attempt to become that source, instead, figure out a way to complement the existing energy grid”. Remember, these communities can self-sustain –even without the brand.
- Passionistas may be a small group that don’t reflect your larger customer base. It’s key to remember that these passion members may not reflect the greater market, and brands should understand their place in the ecosystem. Robb shares that; “One other side point, is that in a typical passion community, the vast majority of the discussion comes from a small percentage of the participants, usually less than 10%. If a brand can engage community members from that group, they can potentially realize far more benefit, than by trying to engage the community as a whole.”
- You’re a guest in their house –even if the community is about your brand. These communities often are self-maintaining without brands around, Jenna Woodul from LiveWorld shares that; “Pasionistas have a very proprietary feeling about their community; it’s their space. Until you’ve been around long enough that you really become a accepted member, comport yourself as a guest. If you don’t plan to stay and become a member, consider arranging with the moderator to go in on a promoted forum event basis.”
- Expectations on brand involvement may have already been set by them. Passionistas may already expect brand to participate, and may be upset if you haven’t already. Once you enter a community as a brand representative, the community may expect you to stay and participate. Robb shares a couple of points; “Passionista’s may be upset when the brand comes to discuss, especially if the brand rep can’t provide an in-depth enough amount of information.”
- Third party business models may create a unique dynamic. Third party web hosts (forums, communities, user groups) may have a business model around the community that may stem from ads, education, cross-selling services, sponsorships, or lead generation activities. They make work with your competitors, or offer their own complimentary product or service.
Three Stages for Engaging Passion Communities
Stage 1: Preparing: with the Ears and Eyes
- First, deploy a listening station. Don’t jump in without first knowing your community, take the advice from Jenna at LiveWorld that: “Assuming the forum is publicly accessible, have an internal team or outsourced agency listen and report on both issues and culture before you go in to a Pasionista community. What are forum members saying about your brand already, and what is the prevailing sentiment behind it? Listen for the community culture — how people interact, the tone they use with one another, how they treat new people, the role of the forum moderator, the leaders/influencers.
- Conduct analysis of topics and cultural nuances. Listening alone is not sufficient, companies must make it actionable by analyzing the tone, frequency, and who the key leaders are. Robb from InternetBrands writes: “The nature of text based communication is such, that careful attention must be paid, as each community has grown around different conventions. Words may carry entirely different meanings between two similar, but separate communities. Making a communications gaffe in text, can have consequences that are far reaching.”
- Identify the Influencers, specific tactics may be required. Find out who’s really running the show, Jenna suggests: “During the listening prep phase, identify the squeakiest wheels and, if possible, plan how you might give them some ownership in your brand-relevant message (e.g., providing them with materials and/or answers). That helps to affect the tone they communicate to others”
- Then make the decision to engage –but have clear goals up. Brands must have clearly defined goals in place, priorities and success metrics, and the proper resources setup with commitment from the orginzation on how and who will interact. Be able to articular these goals both internally, as well as externally, in the next phase. As discussed above, a decision may be made to not engage, and that may be a sensible decision rather than brand risk.
Stage 2: Build Rapport with Community Leaders
- Build a relationship with community owners or moderators. Recall the prior principals, some website owners may be threatened by the presence of a brand as it can offset community management, or even revenue capabilities. Jenna from LiveWorld suggests that brands should: “Create a relationship with the moderator or owner of the page. Explain what you are planning to do and get their input”. I’ve observed situations where community owners discourage links to other competitor communities –even those owned by the brand –as it disrupts traffic and monetization options.
- Be accessible to community leaders and influencers.. Offer a direct line of access to the key influencers or website owners, they’ll appreciate the special access, and your willingness to do business on their terms. Jenna from LiveWorld suggests you make yourself very accessible to the community managers; “Make sure that the moderators have your direct contact information so that if they get complaints when you go in, they’ll need to engage you when it happens. If they can’t get you, you lose the chance to give your side of a story or offer a possible solution.”
- Engage the community –but with clear goals outlined. Once you’ve built a set of agreements with the website owner, be prepared to enter the community, but be clear on goals. In some cases request that the website owner introduce you to the community or even key influencers in private before meeting the masses. When entering, beyond the civil pleasantries, be clear on your role, will you listen? respond? support customers? Will you source ideas? If you’re not going to support products or answer questions be clear on where you plan to do it. Lastly, be clear on what topics are off-limits, and the best way is to indicate where you want to focus the discussion –not list a bunch of limits.
Stage 3: Engaging when you’re a Guest –Mind your Manners
- Deploy best practices as you engage with community. Now that you’re engaging with the community, a few tactics we learned: Go in as a person –not a logo. Logo’s don’t have mouths (unless you’re selling orthodontics and that’s still weird). Consider creating a dedicated thread to consolidate conversations on one topic that can be answered there, esp around support, so if you need to be focused on lifestyle and marketing discussions, areas of focus can be maintained. Jenna from LiveWorld suggests brands should have a measured approach: “Begin your engagement with responses, versus starting topics. Once you get past the listen and learn part, start commenting and adding value to the discussions happening in the community — not as an authority; just as a participant. By responding to other people’s topics, you are engaged in what they value vs the topics you select. Once you are an active part of a community, then begin to start discussions.”
- To scale, work with outsourced agencies –but only if your brand can digest this. The concept of outsourcing community outreach to PR, or specialized groups is an often debated ones. The upside is scale and community expertise, but the downside is lack of control, and potential inability to discuss deeper topics that only brand management teams may know. Savvy companies know that not all services should be outsourced and will apply the right mix, see this matrix on community management outsourcing to learn more.
- Exist as graciously as you entered. For some brands, entering a community is a short term engagement, depending on company goals, community needs, and resource allocation. It’s key that brands exit as gracefully as they entered by: being clear with community owners that their time will taper off, then letting community members know where the brand can be found.
Pragmatic Recommendations: Key First Steps
We’ve found that to be successful, companies need the following two pieces in place before moving forward:
- Prepare your orginization for the politics ahead of time. Companies that are very bureaucratic will struggle to quick questions posed by passionistas. Companies must deploy education, and risk mitigation plans, in advance, in order to prepare the company for the real time discussion that will occur. Make it clear on what your company will talk about –and not talk about. Stefania Pomponi Butler from Clever Girls expressed that: “only to take days and weeks to reply to direct questions with awkward, formal corporate statements that need to be run through 27 levels of approvals. At that point, it’s probably better for the brand to be completely uninvolved.” I agree.
- Obtain resources to engage at levels the community will require. This isn’t a press release, these are real world relationships that just happen to be on online channels, and you must treat them as such. Stefania from Clever Girls reminds companies must be prepared: “Not only in terms of budget & time allocated to involvement, but in terms of really thinking through staffing. Meaning, “Who is going to be the brand rep. and how much authority will s/he have to respond and engage in a useful way?”. I agree with Stephania, that not only do dedicated resources need to be in place, but working with outside providers and agencies can help leverage off hours and campaigns that require intense engagement over a short time.
- There are some passion communities that you should not engage in at all –just avoid. If a community doesn’t want you there, it may be best to avoid completely, or deal with friendly individuals on other channels. Jenna from LiveWorld reminded that anti-brand communities or even competitor communities should just have an ‘ears-only’ strategy of listening –no engaging. This stance of listening in, and knowing key times to go in to correct ill-facts, or respond to specific questions may be appropriate, but caution is required.
In closing, this is a brief breakdown of engaging with passion communities, but kindly leave a comment if you’ve further resources, recommendations, or expereiences.
For seasoned or budding community managers, investing in a solid foundation of learning through an education program and becoming certified is a good investment –yet don’t think classroom time is sufficient, as time and experience in the field is the most important.
A Need for Capable Community Managers on the Rise
If there’s one thing I’ve been learning in my research it’s that corporations need skilled staff to use new media tools. Enter the Community Manager, part customer advocate, part product manager, part host, who tirelessly deals with customers online. In fact, Altimeter’s research indicates that budgets increase significantly for social media boutiques, and digital agencies as corporations become more advanced. Despite the increase in adoption from corporations, they are often ill-staffed, or throw traditional communicators into a new media mix –with poor results. Furthermore, we’re seeing a rise in out-sourced community management services, which raised quite the online conversation.
[As the Social Business Space Emerges, Education and Certifications Will Emerge --Yet Be Sure to Balance Your Team with Education --and Real World Experience]
WOMMA and Friends Launch Community Certificate Program
To meet the needs listed above, a group of very talented and experienced community professionals have teamed up with Womma to launch a certificate program with Community Roundtable and ComBlu, to aid education and standards across the industry. I chatted with Rachel Happe of Community Roundtable to learn that their focus provides:
“Our training helps organizations in three specific ways:
-It sets common expectations for individuals and companies about what individuals should know at different levels.
-It ensures that individuals are introduced to the issues and concepts that they will face over time.
-It consolidates learning so that individuals can more quickly ramp up and become productive contributors.”
I also like how they segment their classes for different roles: Community specialist, Community manager and the Community strategist. As this program grows it can certainly advance the industry, as well as the professionals involved in partaking in the offering.
Risks of Certs: Best Practices are Few and Far in Between
What’s one big challenge with certs? It’s hard to define best practices in a nascent space that may be just as much art as it is science. In fact, Dells’ Bill Johnston who’s leading their Community Strategy told me that “The inevitable downside will be a lack of standards. I’m assuming that every association or firm that is involved with social media / community will develop their own curriculum and standards” He also writes; “Further, certification without hands on training and mentoring is not going to help advance the practice of community management and development.”
Yet, Don’t Over Rely on Education –Real World Experience is Key
Like any trade or art, from sales, PR, performance arts and beyond, real-world experience is the most important teacher of all. Unlike black and white task orientated jobs, Community Management, and the art of dealing with dynamic humans, is as much of an art, as it is a science. I asked the CEO of Liveworld (who hires hundreds of Community Managers), Peter Friedman who says we should look broader; “The key is to get someone with the right personality, enthusiasm and skills. Experience counts too. Even if there were good CM certification programs around, I wouldn’t disqualify someone for not having such a certification. I’d look at the person’s other specifics” he also put certifcations into priority order: “For example a person with 5 years real CM experience is likely to be much stronger than a person with 1 year of experience and a certification”.
Hiring and Compensating your Community Manager
- Look for experience match against the Four Tenants of Community Managers. In 2007, I analyzed 16 job descriptions, and published the Four Tenants of the Community Manager and we found the following four job requirements: Community Advocate, Brand Evangelist, Savvy Communicator, and Shapes Product Roadmap. Your Community Managers should match these job needs, and have the relevant experience to boot. For example, Dell’s community strategist Bill Johnston told me he made his two hires (Connie Benson who’s written a post covering this topic, and Cy Jervis) based on “experience & impact” and cited both of their previous work.
- Ask them how they’re polishing their skills, beyond the day job. Although Community Managers are often social creatures, they could be working in a vaccum, and may be missing out on greater training or perspective. Ask them how they stay current on industry trends, as well as help them connect with their peers in groups like the Community Roundtable, and participating in online discussions such as the Twitter #cmgrchat tag. By bolstering skills and learning through education programs (like the Womma Certification), and see this older list by CM Roundtable.
- Reward them based on Business Impact. As orginizations invest in communities, they must serve business purposes from marketing, increasing adoption, self-support, or even using for innovating new products. Companies should measure based on the business impacts that these communities provide –not just raw engagement or community growth. I asked Evan Hamilton the Community Manager for UserVoice (which in itself a community) what he thought and he told me; “I think employers should pay based on what their team members accomplish. I didn’t start in community management with any sort of training, but I deliver results for the companies I work for, and they pay me accordingly. Companies should always encourage employees to get more training…but they shouldn’t pay based on a piece of paper that says you’re good at something.” …well said.
The Bottom Line: The emerging Community Manager education and certifications are a good thing for all professionals –yet be sure to balance them out with peer to peer learnings, and real-world experience.
Companies With Support Communities Not Ready For Changes To Come
For over a decade, with simple BBS systems to community platforms, support communities haven’t undergone much innovation. Often a silo and tucked away in a website, these communities are going to take center stage. With social technologies appearing on every webpage, and more existing systems starting to connect, expect to see interesting use cases evolve. Support focused communities will evolve to touch marketing, sales, channel partners, CRM systems, and even become a thriving platform in the next few years. Let’s explore the rapid changes coming together.
A Support Community, Defined.
Take a look at Microsoft’s media centric Channel 9, VMware communities, or even AAA’s travel tips. These branded communities are offered by companies and encourage members to self-support each other, or the company will support them directly. The members are often customers, developers, or implementation partners. It’s not limited to them alone, prospects of a company may peer in to see how vibrant –or angry–the community is. There are over 100 technology vendors offer these commodity features.
The Opportunity: The Support Community No Longer A Cost Center
New forms of monetization for the brand are going to emerge. Support communities won’t just be a cost-center, we should expect to see new forms of value that meet the needs of the community members themselves, the brand, and the partners. To kick start the discussion here’s a few ideas of where I think the support community could evolve to:
- Become a thriving marketplace of buyers and sellers. Not just through discussions, but through automated matching of buyers and sellers using reputation systems, and needs analysis tools. See how the concept of VRM is slowly taking hold.
- New forms of value from third parties will spur innovation. System integrators, consultants, and other vendors who have services to offer community members will want to offer training, webinars, or other campaigns. Branded communities can monetize this as an intermediary.
- Formalized advocacy programs will take hold beyond the organic evangelist. Some communities will offer features and programs that encourage members to join an unpaid army and reach out to prospects –and ready them to arms when the brand is under attack.
- Communities members will ideate and start build new products with R&D. In some cases, they may help the brand define new products and be very involved in the R&D process.
- Developer platform will let community create their own experience. Taking a nod from Facebook, MySpace and Twitter, someday, support communities will offer platforms that will enable the members to create new applications, tools, and even products within the context of the community.
- Connecting to CRM systems to offer better service. Community platforms will connect to CRM systems identify upsell, crosssell, and underserved accounts, increasing the efficiency of support.
- Connections to other systems yield new experiences. Support communities will no longer be a silo but will connect to brand monitoring tools. ERP systems, business intelligence systems, web analytics, and social analytics tools.
- The walls of support communities crumble as they connect to the public web. There are support communities in existence all around the web (see Get Satisfaction, UserVoice or even a customer created community). Expect to see branded communities tie to these off-domain systems.
- Leave a comment below with your idea. The opportunities are abound.
A Key Constraint: Members first, Company Second
Despite the many opportunities for innovation of communities, first and foremost, the sanctity of the community members must not be broken. Companies have learned, often the hard way, that the members are in charge, so this needs to be a win for them first, the company second.
Join The Discussion and Upcoming Roundtable
I plan to hold a no-fee “Community Innovation” roundtable in Q1, to ideate the evolution of the branded community beyond support. Should you be interested in attending, I look forward to hearing from you in the following web form. I’ll be extending an invite to some key thought leaders in this space, to really spur the thinking from the top minds.