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Leadership Lessons From A Team of Community Builders

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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TL;DR:

Architect the

long term success

of the

community program

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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DISCLAIMER

20 mins fly.

The topic is huge, I’ll leave a lot behind.

More info on the speaker’s notes

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Long Term Success of the Community Program

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Long Term Success of the Community Program

1 Build an indispensable community program

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Long Term Success of the Community Program

1 Build an indispensable community program

2 Design the community

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Long Term Success of the Community Program

1 Build an indispensable community program

2 Design the community

3 Enable your team to perform at their best

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Long Term Success of the Community Program

1 Build an indispensable community program

2 Design the community

3 Enable your team to perform at their best

4 Own your metrics

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Build an Indispensable Community Program

1.

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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What’s the business value of your community ?

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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What’s the business value of your community ?

Because every brand community program, to thrive, has to provide a business value

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

Well, because sooner or later, someone wants to know why the company is investing money in the community, in you, and your team. What the company gets out of this? Why keep investing those resources in the community, and not somewhere else? And you need to provide a good, and immediate answer, to this question.

Even if today your founder blindly believes in the power of community. Even if today “having a community” is a cool thing to say in front of your investors and clients.

And without arriving to a live/die moment, having clear in mind, every single day, a good reply to this question makes the difference between a community program that survives, and a community program that thrives. Between you, looking at your back to defend your position, and you, leading the community, and the company, in a particular direction.

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S

P

A

C

E

S

Support

Organizes members for answer questions for the others to improve customer satisfaction and save costs

Product

Gathers feedback and insight from members to improve products and offerings

Acquisition

Drives new customers, leads, and/or users through community experiences or brand advocates

Contribution

Increases successful contributions of content, code, actions or resources to a collaborative platform, project or initiative

Engagement

Improves loyalty and retention through a community of common interest. May be external (customers) or internal (employees, alumni, vendors, etc)

Success

Connects customers to share best practices to drive product adoption or customer satisfaction

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Build a Community

Members value

Business value

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Build an Indispensable Community

Members value

Business value

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Your role, as team manager, is to find, and relentlessly focus your team, on that magic overlap between what a company needs and what members want

“

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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The indispensable Community, by Richard Millington

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Design the community

2.

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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What is a community?

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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What is your community?

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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The 7P’s of community

People
Purpose
Place
Participation
Policy
Promotion
Performance

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Design the community

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Design the community

Enable a scientific approach to community management

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Design the community

Enable a scientific approach to community management
Make an iterative approach possible

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Design the community

Enable a scientific approach to community management
Make an iterative approach possible
Make success repeatable

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Design the community

Enable a scientific approach to community management
Make an iterative approach possible
Make success repeatable. Or reduce the same mistakes

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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Design the community

Enable a scientific approach to community management
Make an iterative approach possible
Make success repeatable. Or reduce the same mistakes
Better exchange of experience inside/outside the team

Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

A common community design allows a better and more structured exchange of experience among your team members.

Once you have a common language in place you can use to talk about the community, once the building blocks are the same, once the objectives align, you enable support and exchange among team members, even if the specific community members are different.

This is particularly useful, for example, if you manage a team that runs the same community program, but in different geographies. You change the “people” piece, but all the others remain the same, so your team members can support each other in all the other pieces, that are common for all of them.

There are also other benefits and, to summarize, if an indispensable community allows your team, and your community program to thrive, a community design allow your team...

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Alfredo Morresi

@rainbowbreeze

#CMXSparkEMEA

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