Define Business Goals and Objectives
As I mentioned in my previous post, the recommended first step in developing (or refining) your organization’s online community strategy is to answer the question: What are you, as an organization, trying to accomplish? I acknowledge that this is a simple, but loaded, question. Answering the question of Organization intention is 1/2 of the equation for a successful community strategy. The other half of the equation is understanding community member’s needs and predisposition, which I cover in the next post in the strategy series.

Generally, an executive taps a strategy lead to help develop online community initiatives at an organization. In some cases, the strategy lead actually rises out of the ranks to propose direction to the executives. In both cases, there are two essential roles:

• Sponsoring Executive: The C-level or SVP that is the champion of community & social media in the C-suite. This is often the CMO, the VP of Marketing, or VP of Support.
• Strategy Lead: The person charged with directing strategy development from kickoff through launch or annual engagement planning.

Said another way: The Sponsoring Exec has the financial and political capital to fund the community initiative, and the Strategy Lead executes research and planning necessary to create the community strategy.

Next, the Strategy Lead forms a core team to facilitate discussion with the extended stakeholders around the following topics:

• the intention in engaging the community;
• the potential value the organization hopes to create for itself and its customers;
• the risk associated with engaging, including worst case scenarios;
• the overhead, including headcount, budgets and staff time;
• the level of readiness to participate, and the required culture change to be successful

Identifying and Engaging Internal Stakeholders
The current definition of stakeholder on wikipedia describes the role of stakeholder as “… a party that affects or can be affected by the actions of the business as a whole.” Given the inclusive nature of many social media and community efforts, an argument could be made that everyone in the company is a stakeholder in the strategy, and in a sense, that is true. In order to actually get work done, you need to trim the list a bit, down to relevant and representative stakeholders that represent key roles and departments affected by, or expected to contribute resources to the community.

A list of likely internal stakeholders includes:

• Marketing: Representatives from brand, field and demand generation;
• Web Team: User experience, analytics, content and technical / development resources;
• Product: Product management, product marketing;
• Support: The manager of any existing support forums, knowledgeable, as potentially a representative from technical writing;
• HR: HR representatives to help develop participating policies and guidelines;
• Legal: to develop policies and guidelines, as well as terms of use;

Process: Kickoff, Work Sessions, Interviews and Synthesis
So, how does all of this actually come together? I’ve used the following process on the job at my former employer Autodesk, as well as in our services practice here at Forum One. The process starts with a kickoff meeting, continues with individual interviews with key stakeholders, includes follow up working sessions with a core team, and concludes with analysis and synthesis of all of the inputs by the Strategy Lead.

Kickoff: A meeting is convened by the Strategy Lead, and usually includes the Executive sponsor as well as key internal stakeholders. The group is generally no more than 5-7 people. The kickoff usually lasts 2-3 hours, and covers:

• Project scope, participant roles, and communication protocols;
• Review of the current state of online community and social media activities (if any);
• Discussion of potential goals for the community strategy, related to organization’s mission and annual goals;
• Potential sources of value from online community engagement, including qualitative and quantitative measurements;
• Recent customer research and/or feedback;
• Existing customer community touchpoints & activities (blogs, facebooks groups, etc)
• Possible Inluencers / Lead users in the community ecosystem (bloggers, Twitter pundits, etc)
• Discussion of additional stakeholders to involve;
• Discussion of potential risks;

Stakeholder Interviews:
After the kickoff, interviews with key stakeholders are held to take a deeper dive in to the questions explored in the kickoff meeting, and also to give the stakeholder “airtime” to state requirements, explore ideas and express concerns. The interviews can be done face to face or over the phone, generally last between 30-45 minutes, and are conducted by an interviewer, with backup by a note-taker. Depending on the size of the extended stakeholder pool and the complexity of the project, I generally try to do at least 8 stakeholder interviews. As an augmentation to the in person interviews, I’ve also done an online survey for stakeholders that is based on the interview script. This is a good way to reach a wider audience and get a large set of quantitative and qualitative data.

Work Sessions:
In addition to the kickoff, there are generally 1-3 work sessions to review and refine key points from the discussion in the kickoff meeting. These additional working sessions are a great place for brainstorming potential community features and engagements, and to discuss examples of online community and social media from competitors, leaders in the industry, or shiny object examples outside of your industry. The outputs of the work sessions are analyzed in the Synthesis phase.

Synthesis:
The outputs of the kickoff, working sessions and stakeholder interviews are analyzed by the Strategy Lead, and summarized in to a working strategy brief (typically a word doc). The key elements of the brief generally include:

• A statement of purpose or intention for the online community strategy;
• Business goals for the online community initiative, ideally showing support of organizational mission and goals, and with initial metrics of success;
• Key findings from the stakeholder interviews (which will have informed, and ideally support, the two points above)

Next Up: Member Needs Analysis
As I mentioned at the beginning of the post, the Organization’s goals are half of the equation for a successful community strategy. The other half is obviously assessing the needs and predisposition of the community. In the next post in the series, I will talk about how to find and solicit feedback from potential (or current) community members, and what to do with that information.

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Why am I Doing This?
I’m very passionate about the opportunities that online communities and social media bring to the table, and I’ve had my fair share of real world experience (10+ years), but the primary reason I want to write this series is pretty simple:
Organizations are still challenged with setting strategy. From our efforts with the Online Community Research Network, we still see that only about 25% of our participant organizations have a comprehensive community strategy in place.

Over the next few weeks, I will explore the following topics, offering my own opinions and insight, data from our ongoing community research, as well as other relevant content from experienced community-building professionals. I’ll also try to post as many templates that I use (or can borrow), where appropriate. In short: I’ll be posting, you will be adding to the discussion, and we will all (hopefully) be making our day to day community practices a little better. I hope that sounds like fun

The Topics
The topics, which generally follow my strategy development process, will be:
Update 2/17/10: I will link to the completed posts from here, so feel free to use this as an index.

1. Goal Definition:
How to assemble an internal stakeholder team and facilitate definition of business goals for the community.

2. Member Needs Research:
Processes and techniques for engaging community members in a process of discovery and conducting member “needs” research.

3. Social Media Ecosystem Research:
Methodology for conducting a discovery exercise of the relevant parts of the social web to find out where your community (or potential community) is already working and playing.

4. Designing an Online Presence Architecture (with a hat tip to Chris Brogan):
Factoring the goals of the business, the needs of the members, and the opportunities in the social media ecosystem to create a presence architecture that maps out where to focus engagements.

5. Engagement Planning:
How to develop content & activity plans for the community, including
• Where: to engage (home, outposts)
• Who: responsible party
• How: specific activity
• When: frequency of activity
• What: expected outcomes (prototypical metrics!)

6. Community Platform Selection:
Guidance on how to select a community platform, along with recent ratings for major platforms.

7. Management & Moderation
An overview of the important and evolving role of the Online Community Manager, building an online community team, and best practices on moderation.

8. Metrics & Reporting
What metrics to collect, what they tell you, who to report them to, and how often.

9. Policy Creation & Roll-out
How to develop community and social media policies that fit your organization, and how to deploy them.

10. Governance
Creating a governance structure in your organization, keeping exective stakeholders informed and engaged, and achieving the right balance of of inter-departmental communication and guidance.

11. Superusers / Elites
A review of the best superusers programs, with a focus on process, identification and incentives.

Again, I would *LOVE* your feedback on the topics above. My goals is to write an article a week over the next 12-14 weeks. Update 2/17/10: My optimism here now seems laughable Realistically, this series will span the next 2-3 months. Each article will be labeled “Back to Basics”, and will be tagged #ocb2b

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The Report Covers:

The Basics
The definition of an online community manager, assessing the need for community features on your site, and reasons for participating in the social media ecosystem (like Twitter & Facebook).

Do Startups Need Community Managers?
The blog post and comments that triggered the report: http://www.readwriteweb.com/archives/hiring_a_community_manager.php

ROI
Perspectives from the field, including Jeremiah Owyang and Joe Cothrel.

Job Description
A thorough exploration of the role of Community Manager, and key differences between the community role and more “traditional” roles like marketing and customer support.

The Marketing / Engagement Balance
A discussion of the convergence of activities for the Community Manger role.

Dealing with Challenging Community Members
How to deal with “problem” community members and how to redirect the negative energy.

Interviews with Community Managers
Including Dawn Foster and Lucia Willow

The report also lists a number of key online and in-person resources (including Forum One’s Online Community Unconferences).

Online companion
One of the most innovative things about the report is the companion content site that curates the content streams from the contributors to the report in a one place.

If you are interested in purchasing the report, you may do so here.

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As part of the research, we asked the question: Please rate your overall job satisfaction?
Of the 370 respondents, most are “somewhat satisfied” with their jobs with an average satisfaction score of 4.1 and a median score of 4. The average satisfaction score was slightly less than last year’s score of 4.2. It is encouraging that while there is an economic downturn, the overall satisfaction with Online Community positions is well above average. This indicates the combination of salary, benefits, work environment and subject matter is working for most of the respondents. The economy can’t be ignored as a major factor of influence on satisfaction scores, as a tough economic environment generally discourages folks from aggressively exploring new opportunities and tending to stay with existing positions.

The graphs below show data from the satisfaction questioned presented in a couple of ways: answers form our 2008 survey compared with 2009, and overall satisfaction compared between genders.

2008 Satisfaction vs. 2009

Satisfaction by Gender

As you can see from the graphs, average overall satisfaction was down slightly from 2008 to 2009. You can also see that women were less satisfied than their male counterparts.

A few write in answers from the report that add color to the graphs:

Unfortunately I feel that most companies are still unable to fully grasp the importance of a dedicated social media team. They do not see a direct correlation between social media and ROI, and therefore are hesitant to put as many resources (both people and money) into social media as is typically necessary. Granted, I was on the periphery of social media for the last three years while I was in graduate school; however since my graduation and re-immersion into social media, I haven’t noticed much of a change. Most social media job postings are for intern positions.

I think, even still, a lot of organizations (executives and HR) don’t understand what we do, and therefore tend to undervalue it. I was laid off from my previous job last year and although I found another job fairly quickly, compensation was a struggle. I ended up settling for less compensation than I wanted in order to get back in a job quickly.

Engagement with the online community and interacting with others in the field is the most rewarding part of my job.

Because community management is often rooted in customer support organizations, compensation tends to be determined relative to CSRs. In fact, more and more community managers play a critical role in shaping customer experience and ultimately brand, and their compensation needs to reflect that value in a way more commensurate with significant marketing roles.

Perhaps the only one other comment I would suggest is that the corporate world needs to understand that community building is a full time job and as such we need official job descriptions put together by HR that are aligned with the business needs as well as the personal career development opportunities from knowledge workers. Something we haven’t even started to think about just yet!

Unless Online Community and Social Media is considered a valuable part of an organization and an intrical part of the overall customer touch processes, it won’t get the resources and funds to grow. The value given directly correlates into the # of bodies dedicated to support it and the salaries that are paid.

On the one hand, community and social media professionals still seem very enthused about their jobs, and the emerging “social” industry. On the other hand, issues related to lack of standards on community and social roles, team structure, funding as well as difficulty showing financial ROI (in some cases) are clearly starting to cause fatigue.

What do you think? How satisfied are you in your community or social media role?

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In July of 2009, we launched the second annual Online Community & Social Media Compensation study, and received approximately 370 qualified responses. Participants represent a comprehensive sampling of organizations involved in building online communities, including: large software companies, large community destination sites, niche community sites, platform providers, media & entertainment, retail and independent consultants. A sample of the 300+ organizations that participated include (with their permission):
Answers Corp., Autodesk, Avid, Best Buy, Cartoon Network (Turner), Consumer Reports, Electronic Arts, hi5, IBM, KaBOOM!, Nokia, Quest Software, Sage Software, Seesmic, Sony Online Entertainment, The Knot, and Yahoo!

This year’s report was truly global in scope, and included respondents from the USA, UK and Canada as well as Australia, Argentina, Spain, China, Costa Rica, Denmark, Finland, France, Germany, Italy, Japan, Netherlands, Poland, Portugal, Romania, Saudi Arabia, Singapore, South Korea, Sweden, Turkey and Ukraine.

Several key issues pertaining to online community and social media salaries surfaced during this report, including:

• The gap between the average male and female salaries widened, with male respondents averaging $86,644 (up from $85,423 in ’08) and Females averaging $75,624 (down from $77,319 in ’08).
• The majority of respondents reported a salary increase in 2009, but the percentage compared to last year was down, as was a significant increase in the number of respondents who took a salary decrease in 2009 compared to 2008.
• Average overall job satisfaction was down by a fraction, from 4.2 (out of 5) in 2008 to 4.1 (out of 5) in 2009.
• Several respondents mentioned feeling like they were being inadequately compensated because of lack of data available regarding community and social media salaries, as well as lack of understanding of community and social media ROI relative to their organization’s activities.

Demographics
Key demographic and background information about the respondents:

• The majority of the respondents are Female (52%) vs. Male (48%).
• The majority (77%) of respondents are from the USA.
• Most of the respondents have more than 5 years of experience, completed a Bachelors Degree, and work 41-50 hours per week.
• The majority of respondents work for a Profit Based Organization (85%) vs. Non-Profit (15%).

Industry

Years of Expereince

Work Environment

Location of Community Team
The majority of responses indicate their Community teams reside in the Marketing and Community departments. “No formal structure” and “Throughout the company” were also popular responses. The placement of the community team seems to be shifting to Marketing and Community departments. Last year 20% reported residing in the Marketing department and only 19% reported that they had their own Community department.

Hours Worked Per Week
Most of the respondents (45%) work 41-50 hours per week.

Percentage of Time Dedicated to Community & Social Media
Approximately three quarters of the respondents (73%) said that their job duties were not only comprised of working within the online community, and that a percentage of their time is dedicated to other areas within their organization.

Compensation
The average salary of the research participants, $81k, is the same as last year. The mean was $77.5k, which is $10k higher last year. As in 2008, there were peaks on both the low ($0-$25k) and high ends (more than $150k). There were also peaks and dips throughout the salary spectrum for 2009, including peaks for the following salary ranges; $50-55k, $65-$70k, $90-$95k and $100-$105k.

Salary by Gender
On average, the female participants earned an annual salary of $75.5k, which was slightly lower than last year’s $77k. At $86.5K, the male participant’s average annual salary is one percent higher than last year. The overall average annual salary for all participants was the same as last year’s $81k.

Salary by Region: USA
Respondents in the southwest region of the USA reported the highest average / median salary. The average salary for the southwest region was $99k with a median of $102k, which is significantly higher than last year’s average salary of $85k.

The second highest average / median salaries in the USA are in the northwest region. These respondents have an average salary of $87k, which is slightly less than the average annual salary of 2008. Within the northwest region, California had a higher average annual salary ($92k) than reported last year ($89k).

Even though lowest average / median salary in the USA was the same this year as last, the southeast region did have the largest reported average annual decrease compared with last year. This year the southeast region had an average annual salary of $46k, whereas last year it was 72k.

There were general peaks on the high ends (more than 150k) and low ends ($0-$25k) for all regions, except for the Midwest region, which dipped at the low end and remained even at the high end.

Satisfaction
The average satisfaction score was slightly less than last year’s score of 4.2. It is encouraging that while there is an economic downturn, the overall satisfaction with Online Community positions is well above average. This indicates the combination of salary, benefits, work environment and subject matter is working for most of the respondents. Although female and male participants mostly rated as being satisfied or somewhat satisfied with their jobs, the female participants are slightly more satisfied with their jobs than their male counterparts. The women had a higher percentage of rating in the somewhat satisfied category, whereas the men had a higher percentage rating for the somewhat dissatisfied category.

The Full Online Community & Social Media Compensation Report
The full 45 page report can be purchased here: http://store.onlinecommunityresearch.com/oncosomecosu.html
includes detailed information, analysis and charts on:
Participating organizations industry, size and history of community programs
Community Team Staff & Size
Education and experience of respondents
Compensation structures
Detailed benefits
Salaries
- Ranges
- Average by title
- Average by Gender, Age, Eduction
- Average by global location and USA Region
Salary Changes (Increase and Decrease)
Advice from many of the participants about factors that affect compensation, and the evolving roles and responsibilities of the online community team, the team’s staff, and executives.

The tag for the Online Community & Social Media Compensation report is #occomp09.

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I wanted to touch on negative influences of Online Community culture, and hopefully shed some insight in to how to manage these influences. This post is based on our Online Community Culture study in October of 2008, which is part of the ongoing research agenda of the Online Community Research Network. The intention of the study was to get a broad look at the factors that influence online community culture, and the steps community managers and strategists take in cultivating, and in some cases influencing, a community’s culture. We had over 75 participants in the research, representing many sectors, including software, tech, traditional media, social media and online community, and non-profits. Respondents seniority skewed towards Manager (44%), Directors & VP’s (12%).

What issue can have the most negative impact on a community’s culture?
From the research responses, we found the following to have the most negative effect on an online community’s culture:

• Negative Content: The issue that most respondents said would have a negative impact on the community culture was related to content 25% (12) (negative content, irrelevant content or no content), trolls and spammers.
• Host Involvement: Host Involvement was also a commonly reported issue, including lack of host involvement 14% (7) and over controlling host 10% (5). It is an important factor, it seems from the responses we received, for hosts to tread the fine line of properly representing and supporting a community.
• Member Feedback: Another issue that was said to have a negative impact was a failure to respond to member’s comments and concerns 6% (3), and to actively cultivate and make use of member’s feedback 6% (3).

Other important issues that could have a negative impact on a community’s culture are lack of member participation 14% (7), lack of trust 10% (5), excessive moderation (3), lack of consistency (2) and poor user interface (2)

A graph of the most common write in responses:


Select write in responses about the different factors that negatively affect community culture:

Negative Community Content:

“”me too” posts, posts that waste people’s time.”

Librarian, Non-Profit Organization

“Unprofessional actions including but not limited to, trolling, personal attacks, and disruptive behavior.”

Community Program Manager, Software Company

“Allowing negative attitudes without chiming in to encourage more positive interactions, also not responding to member’s complaints.”

Community Manager, Tools / Service Provider

Host Involvement:

“There are actually two issues that can negatively impact a community’s culture: 1) too much involvement by the host organization (corporate politics or the host organization doing things it feels are important, not what the community views as important or needed) and 2) not enough involvement by the host organization (not listening to and responding to member’s concerns, ideas and suggestions). There is a fine line that must be found in order to properly represent and support a community. And this is a challenge for many host organizations.”

Community Manager, Online Community / Social Media Company

“Being disingenuous in your interactions with the community culture (you will get busted), or otherwise pulling the blinds after you’ve made the effort to provide transparency.”

Director, Online Marketing & Community Development

“Short of the host going belly up and shutting off the servers? Lack of, or inconsistent, communication from the community host. This strips the feeling of control or impact on can have on their community which leads to less investment which leads to weaker communities. Trolls and spam can be disruptive, but they are only destructive when the hosts are absent, ineffective or inconsistent in supporting the values of the community.”

Independent Consultant, Consultancy

Ignoring Member Feedback:

“Failure of the host company to respond to it’s members. Failure to listen and respond to their comments. When we work with our members on changes to the site, some ideas can get expensive. We explain that we’re bootstrapped and , although we love the idea, can’t do it at this time. They understand. But to ignore it or just say ‘no’ would set the wrong tone. Honesty with our members has a tremendous upside.”

Co-founder, Online Community / Social Media Company

Lack of Trust:

“Lack of trust in the reputation of its members.”

Online Community Strategist, Media Company

Excessive Moderation:

“Inexperienced (overzealous) moderator intervention, particularly in response to external pressures (a spammer, a “too-salesy” vendor post, perceived threat from other communities, etc.).”

Analytics Country Manager, Agency

Poor User Experience:
“Bad user experience can kill a community incredibly quickly – doesn’t matter if the community is online or physical, bad experience brings it to a stop.”
Community & Education Marketing Manager, Software Company

Creating a Positive Culture:
It’s clear from the research (and the write in comments) that a few key factors to prevent or manage the negative influences are:

Be a good host – Ensure a clean, well lit place from a user experience perspective. Be present in the community, and participate in the community. BE transparent about your intentions for hosting the community, and about any changes or updates to the community and to any policies or guidelines.

Be clear about policy – Post behavior guidelines prominently, and ensure that are easily understood. Educate members by example by your actions as well as highlighting examples of positive behavior and contribution.

Be even about moderation – Be consistent in enforcing moderation guidelines, and keep visible punitive action to a minimum.

Listen. Then listen some more – create as many channels of feedback as you can manage, including forums, feedback email alias and soliciting feedback via regular satisfaction surveys. As important as listening? Ensure the community feels heard by acknowledging the feedback. Even if you can’t respond to every email (really?), you can regularly post answers to questions or feedback you have gotten.

We want to hear from you
What are your thoughts? Did we miss any of the negative influence factors? What suggestions do you have for preventing or managing negative community influences?

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From the “Call to Post” last week:

“Admittedly, this topic is a bit of a double edged sword: Assigning financial value to online community member participation and contribution.

On one hand, a community manager could can paint a compelling portrait of value for internal stakeholders by determining a financial value to member participation (assistant moderate, guiding discussions, welcoming new members, etc.) and assigning value to member contributions (support forum posts, tutorials, reviews, feedback and ideas).

On the other hand, if an organization were to make the valuations of member participation and contribution public, it would likely set off a firestorm of debate about member compensation, legal boundaries around “volunteer opportunities”, and ultimately, force the host organization to account for true cost and true value of the activities and content created in their online community.

It seems clear that it would be useful for organizations to have at least notional values for member contributions and participation. What is less clear is how (if at all) to talk about this value with the community, and how (if at all) social capital is exchanged for financial capital in online communities.”

Several folks participated in the discussion, and had perspectives on how, if and why to measure and quantify the value of member participation.

Here is what the #octribe community had to say:

@martinreed

“The value of participation in a community should be measured by its effect on brand perception, equity and aspirations. #oct”

@SueOnTheWeb

“If cmty is displaying cpm Ads, financial value of member contributions would be each page view = Ad displayed = Revenue generated. #octribe”

Value and Community Behavior Metrics: “Behavior Stoppages?” – Connectible Dots

“His big question: “What is the arbitrage between social and financial capital?” I don’t have an answer, but I do have a further question. Even if all of the rewards are experiential, and nothing looks like compensation, could an organized community that knows about metrics and valuation of a business do a “behavior stoppage” of desired activities as protest against a company action? Valuing behavior like work could extend the work metaphor in directions beyond the company’s valuation. “Interesting” organized group dynamics are possible too.”

Create value metrics for both host and community - PHOOM!

“Some discussion of assigning value to members in a community tend toward how valuable a particular community member is to the host of the community (be they a brand, reseller, or even non-profit). This often raises concerns that community members are being taken advantage of. The AOL volunteer lawsuit gets thrown out as one of the third-rail types of stories — danger! do not touch! What is often lost is that AOL ran volunteer programs for a long time before the lawsuits with few issues. What changed? Part of the answer is that AOL was using free access as a perk for their volunteers. However, when AOL went from a rated service (access charged by the hour) to a flat-rate (unlimited access for a monthly fee), the value of that perk plummeted. It’s not the whole reason some volunteers stood up against AOL, but it certainly added to some of the resentment.”

…”but I challenge my fellow community managers and facilitator. What other kinds of positive feedback loops can we create that build value for different aspects of our communities such that even if the value were quantified as a number, people would still be willing to contribute?”

The value of volunteers – Confessions of a Community Junkie blog

“Here at Novell, volunteers answer forum questions, create and share technical documents, participate in beta testing, etc. etc. Everyone that reports a bug or makes a suggestion is a volunteer…it’s just all a matter of scale. The value of all volunteer contributions could be very, very, very roughly estimated by equating forum answers to technical support calls, technical doc contributions to documentation, etc. but then not every forum post would be a support call and every document submitted wouldn’t be written by the documentation department. What can you equate a bug report or beta participation to? Also, you should ask what is the value of a forum post or a blog entry when the interactions are not one-to-one but one-to-many or many-to-many where multiple parties benefit over an extended period of time?

The bottom line is that any attempt to put a dollar figure to volunteer contributions in a complex business environment would be spending a lot of time to come up with that rough estimate.

Like documentation, you know it’s critical, you know it has value, you know you would lose customers without it, but you can’t know the dollar figure in indirect revenue it brings to the company. You do it because you know it DOES have value as a cost of doing business.”

If you posted on the #octribe topic, and I missed your post, please let me know. Also, if this discussion spawns any reactions or further thinking, please let me know that as well. The intention is to keep the conversation going!

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I’ve started to refer to a more comprehensive approach to community development as “Holistic Community Strategy”. This concept builds on the techniques I outlined in the post “How to Develop a Community Strategy”

In the Holistic Community Strategy framework, I see the following as the three most important contexts:

1. Host Organization (a.k.a. “The Business”)
In order to understand value, the host organization has to have a series of internal conversations at a senior level and across most (if not all departments) about:

• its intention in engaging the community;
• the potential value the organization hopes to create for itself and its customers;
• the risk associated with engaging;
• the overhead, including headcount, budgets and staff time;
• the level of readyness to participate, and the required culture change to be successful

2. Customers (a.k.a. “The Members”)
Customers (potential / current members) should be engaged in the development of community features, programs and policy. I cover techniques to do this in the post “How to Develop a Community Strategy“.

3. Community Ecosystem
As I mentioned before, most community strategies tend to focus on the hosted properties of the organization. The reality is that there is an ever expanding universe of online touchpoints that an organization’s community members are participating in. An “Ecosystem audit” should be conducting as part of a strategy development (or strategy course correction) exercise in order to discover where the centers or activity are, and who the most vocal and active participants are.

I gave the following presentation at the Community 2.0 conference this week, that provides an initial sketch of the framework. I’d love to hear your thoughts and questions.

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I’m Heather Virga and I’m a member of the OC Report team. We are always scanning the latest headlines for interesting social media and online community content and we decided to start publishing relevant highlights to the OC Report. Read on below for the latest highlights and let us know what you think.

Online Community and Social Media – Let’s Get Back to Basics
The economic downturn has been difficult on community and social media teams, but there is a common theme of optimism and hope for 2009. While advertising budgets will certainly see sizable cuts, social media and online community efforts will become even more important as they offer cost effective ways to connect with users and customers. It’s important to get back to basics this year and focus on creating solid online community and social media strategies that address the key factors in building a successful company brand. There are a plethora of tools that offer cheap ways to connect with customers via your social marketing campaign, including: blogging, social networking with your customers, newsletters, podcasts, webcasts and events that allow for plenty of networking among participants. Ultimately, 2009 will be a year of relationship building and honing online community and social media strategies. 
How to Develop a Community Strategy – OC Report
Social Media Target Strategies For A Better 2009 – Social Media Explorer
Top 10 Social Media Predictions for 2009 – Liv Large
Key Elements of an Online Community Strategy – Jennifer Osborne
Social media makes sense for frugal CMOs – BtoB
Three Rules for Thriving in 2009 – MediaWeek
Social Networking Opportunities in a Recession – Social Shakers

More Highlights:
Brands Struggled With Social Media in ’08 – CkickZ
Marketers had a difficult time leveraging social media in 2008.
Job One: Advertisers’ Survival Plan For 2009 – MediaPost
While social network spending is only about 5% of the overall $24 billion online ad dollars, it represents more promising engagement marketing and interactive revenues.
BK Offers Facebook ‘Sacrifice’ – AdWeek
Ditch your not-so-best friends on Facebook and earn a burger.
The Next Social Network? Your Car – AdAge
Ford VP-Americas Shares Thoughts on Why Autos Aren’t Just for Driving Anymore
IPA Report: Social Media Key to Continued Online Ad Growth – ClickZ
The report, titled "Social Media Futures — The future of advertising and agencies in a networked society," suggests the U.K. digital ad industry could experience growth of just 1.2 percent per year by 2016 if it fails to prepare adequately for a consumer-led digital media landscape.
A creative primer on the power of brand widgets – iMedia Connection
Brands that overlook the importance of an impactful widget presence may leave crucial influencers untapped.
Federated Media Cuts Staff, Shifts Focus To Social Media – MediaPost
Federated Media Publishing has cut staff as part of a strategic shift toward "conversational marketing" at the expense of traditional display ads.
Social Media : Wake Up and Smell The Engagement! – m-travel.com
A look at the value of engagement as a key component of social media.

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The case can be made that online community building activities support the three key areas of Sustainable Development:

From the Wikipedia definition of Sustainable Development:

Sustainable development is a pattern of resource use that aims to meet human needs while preserving the environment so that these needs can be met not only in the present, but in the indefinite future.

… The field of sustainable development can be conceptually broken into three constituent parts: environmental sustainability, economic sustainability and sociopolitical sustainability.

While I don’t propose that online communities can magically transform organizations into sustainability superstars, but I do think there is a case to be made that online communities can help support a more sustainable enterprise for many companies. Let’s take a look at each constituent category that makes up sustainable development:

1. Environmental

As my colleague Jim Cashel pointed out in a post last year,

Online communities are green.

I believe that online community professionals should hook onto the “green” juggernaut, especially in three ways:

– Anyone involved with corporate green strategy should include an online community strategy;
– Anyone developing online community metrics should include carbon savings as an indicator;
– Anyone marketing online communities should speak to their “green” qualities.

I asked for examples (via Twitter) of communities focused on green and sustainable development issues, and John Kembel, CEO of HiveLive was kind enough to forward a couple of his favorite examples of Green / Sustainability communities:

See The Designers Accord — just written up in FastCompany
(http://www.fastcompany.com/magazine/129/100000-and-counting.html).
They just launched a community to start the conversation and to
promote sustainable design within the design community worldwide
(e.g., IDEO and others). Their website: http://designersaccord.org
and their brand new community: http://community.designersaccord.org

Another example:

Ryan Martens (CTO of Rally — rallydev.com) is a strong proponent of
greening the software industry through Agile + Community. See
http://agilecommons.org/hives/6997a8ec6a/summary
E.g., using community to directly engage customers and involve them in
the software dev process rids companies of the 60% wasted development
in most apps (mostly because the conversation between product manager
and customer isn’t tight enough). And they’re doing lots of things as
a company in addition to promoting agile and using community.

2. Economic
There are a few obvious (and myriad not so obvious) economic benefits to firms engaging in community building activities, from the proven cost-reduction of support forums to the idea generation of innovation communities like My Starbuck Idea and Dell’s Ideastorm. Online communities can be sources of tremendous value, and the value-creation happens in much more sustainable way (low environmental impact, source of value is easily replenished) than other processes like manufacturing of consumer goods.

3. Sociopolitical / Social Capital Development
The sociopolitical implications of online communities have inspired many an academic journal article, and the possible benefits range from a more transparent and representative government to supporting human rights worldwide. Online communities (and more generally, social media) allow for identity, sharing and connection at scales we haven’t previously seen. As the world becomes smaller by being more connected, the connected individual (arguably) becomes more empowered. Specific examples of the sociopolitical implications of online communities range from social capital created and exchanged via Facebook, the mix of social and real capital that support the developing world on Kiva.org, or the potential for change that many hope for with the beginings of Change.gov .

It’s Time to Consider Sustainability
The concept of thinking about online communities and social media through the lens of sustainable development is a nascent one, but given what is at stake, it’s one who’s time has come.

Quoting again from Jim’s “Online Communities Are Green” post

We’ve always tried to cast our arguments for online communities in black and white. It’s time to use a bit more green.

I’d be interested in hearing your thoughts, feedback and examples.

If you are interested in discussing this topic in person, as well as other issues related to sustainability and environmental concerns in the enterprise, please consider joining us for the Green Enterprise Unconference on December 3rd in Mountain View, CA.

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