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The Future of Social Web Forum - summary write-up

communities@jivesoftware.com — Wed, 15 Oct 2008 18:20:26 GMT

Below is Jeremiah Owyang's formal write-up on the forum he ran yesterday (10/14).

Thanks so much for attending yesterday, I really appreciate you taking your time out of your very busy schedules and travelling just to attend this event.

We hit our objectives: found 12 Key Findings (and so much more), relationship were formed, and I learned a lot more about the industry I cover.

The 12 Key Findings
Although I'll publish a more detailed presentation later, here are the 12 key findings:

Prediction 1: Community will participate in all aspects of marketing/strategy, product development, and support.
Challenge: Brands have difficulty managing the culture shift
Solution: Develop a business program to create incremental benefits

Prediction 2: Brands present and participate where organic communities exist.
Challenge: Reorientating the organization to deliver value to the community first.
Solution: Brands require monitoring tools, internal training and processes, in order to deliver value to communities where they exist.

Prediction 3: Workstyle evolves as employees collaborate beyond colleagues to get work done.
Challenge: Rules within corporate culture prevent adoption
Solution: Develop strategy for internal process change

Prediction 4: One identity with controllable multiple facets.
Challenge: Industry does not agree what should be portable, and how it should be, resulting in no trust
Solution: Despite this being a prediction, market demand doesn’t yet exist to spur adoption and innovation

The solutions look very thin as one sentence lines, when I send the presentation it will have more context. There were many other findings, as well as other sessions lead during unconference, those will be folded into final presentation (we didn't get time to get to David's session, I've asked him for notes --will include).

Simmer and Distil
Although you should take the time to think about this first, be sure to take this information back to your teams, discuss with management or board of directors, and think about all these findings. To be successful, you should have an internal meeting with your stakeholders to discuss what was learned, next steps, and individuals you should contact for followup. Don't just let this information be idle --be the actionist.

Next Steps (2/2) the Presentation
Due to schedule, I won't be publishing the high level presentation for a few days (but no later than Monday), due to schedule, and it also gives some me some thinking time to really think about what did we learn.

Tags #futuresocial08
I look forward to your blog posts, be sure to email me, as I'll try to collect them on one post and point to them, although the tag is also #futuresocial08 for blogs, photos, whatever else.

Soft NDA
To reiterate, the soft NDA is in place, meaning we're sensitive not to call out any companies or individuals specifically without first getting their consent (emails are below), everything else is fair game to discussion and share online, 'cept the chair throwing by those rough and tumble enterprise guys and gals

Live Chat Archives
Mark Finnern (SAP) and Jeff Nolan (Newsgator) have an archive of their live chat. http://finnern.com/
Next time, I'll get a more represntative attendee group in regards to gender, but to be fair, in some cases, companies selected the attendees, I wasn't the only decision maker. I'm very cognisant of this and will improve it for next time. My apologies.

Connected by Twitter
If you want to connected to the other attendees on Twitter, simply tweet out something with the #futuresocial08 tag, and then visit this page
http://search.twitter.com/search?q=futuresocial08

Special Thanks
SAP is fantastic in hosting this event, making it truly a no cost community event, thanks
Thanks to Kenny and the GPJ staff for providing an excellent ice breaker, taking pictures, and being very supportive

Building an Open Source Community

communities@jivesoftware.com — Fri, 15 Aug 2008 08:17:09 GMT

Common Community Types

barry@jivesoftware.com — Thu, 10 Jul 2008 18:05:23 GMT

Service & Support Community

This type of community is geared toward helping members find answers to their questions and solutions to their problems, typically regarding your organizations’ products and services.

Developer/Partner Community

Part service and support, part community of practice, developer and partner communities are built around members helping each other with technical and business issues.

Affinity/Loyalty Community (Community of Interest)

These are communities based on the personal and professional interests of individuals. Fan, hobbyist, and enthusiast communities are examples, where the latest info can be shared among people with common passions.

Professional-Peer Community (Community of Practice)

Built around a specific topic, industry, or discipline, professional-peer communities (also known as communities of practice) focus on learning, sharing, and networking. They share a common vocabulary and set of understandings.

Private Community

This type of community is often described as a 24/7 focus group. Private communities are typically small, usually with fewer than 500 people, and consist of members who have been recruited to provide regular feedback on products, services, ideas, and so on, for marketing, product development, and R&D.

Below are community types and the technology this is commonly used to support the objectives of the site:

Service & Support: Discussions (Q&A), Living docs (wikis), Reputation/Rewards, Uploading Docs
Developer/Partner: Reputation/Rewards, Announcements, Ratings, Living Documents, Uploading docs, Rich media (training), Friending
Affinity / Loyalty: Blogs, Rich Media Support, Discussions, Reputation/Rewards, Ratings, Announcements
Professional-Peer: Friending, Member-generated groups, Rich Media support, RSS feeds, Reputation/Rewards
Private Community: Discussion threads, Blogs, Polling, Ratings, Live event chat, Living docs (wikis), Uploading docs

Community Characteristics

barry@jivesoftware.com — Wed, 09 Jul 2008 22:32:47 GMT

Identity - uniquely identifying people in the system
Presence - knowing who is online, available or otherwise nearby
Relationships - describing how two users in the system are related
Conversations - talking to other people through the community
Groups - forming communities of interest
Reputation - knowing the status of other people in the system
Sharing - sharing things that are meaningful to participants (like photos or videos)
Awareness - know who has similar interests/tastes/content and activity

These are just place holders for now. We will be updating with examples and screenshots of various examples of these characteristics. Please feel free to suggest examples!

Community Engagement Models

barry@jivesoftware.com — Wed, 09 Jul 2008 22:23:17 GMT

In “Groundswell”, Charline Li and Josh Bernoff, from Forrester, identify 5 different type of community engagement models . We highly recommending reading Groundswell thoroughly to determine what engagement model works best for your community’s goals and objectives. Note that there will most likely be one primary engagement model that stands out and one or two secondary engagement modes.

Listening: “For research and to better understand your customers.” Groundswell states that this is best suited for companies that are seeking customers insights for us in marketing and development. We’ve typically seen that the type of engagement by companies is more of a “hands-off” approach. Here’s the community and we’re just going to provide a place for you to participate. Maybe there’s a set of free services that encourage members to participate, but the company is not directly involved with the conversation.

Talking: “To spread messages about your company”. In this engagement model, you’re involved in the conversation, not just a company behind the glass mirror. Helping people understand that your company has real people who care, and isn’t just a building. This engagement model helps extend current digital marketing initiatives to a more conversational model.

Energizing: “Supercharging the power of word of mouth”. You’re there to provide tools for users to take your message and promote it to the rest of the Internet.

Supporting: “Help your customers support each other”. This type of engagement model focuses on peer-to-peer support, where users help each other and you help as well. Bank of America is example of a supporting community, where their main goal was simply to provide education and expertise for small business owners, as a reputation builder, and giving their visitors a place to ask questions and learn how to improve their business. From a technical support perspective, Apple’s support community is a great example of users aiding other users in solving problems.

Embracing: “Integrating your customers into the way your business works, including using their help to design your product”. This “opening the door to your organization” and being willing to alter your products or services based on feedback from your members, and giving them the power to impact your priorities and direction. Apple discussions forum for the iPhone and iPod – they improved the screen and casing material quality to reduce scratching, largely based on the feedback they got from their support site.