Social software creates online community environments but those networks don't just succeed on their own, they need good community management to ensure they are productive, organized, and comfortable places for members to participate. The community management discipline is broad and complex, responsible for bringing multiple constituencies together, ensuring that there is value for both members and the organization, evangelizing internally to ensure awareness and support, and managing the operations of the community. Increasingly this discipline is being managed by teams whose members have a variety of specialties and who work across enterprises to coordinate social business activities.
In this track, we will explore how communities are used for marketing, support, and partners - constituencies that can be quite challenging to herd but for whom communities can be a powerful resource. While there are many principles of community management that do not change in different contexts, managing communities of prospects, customers, and partners brings unique challenges because it changes the balance of power between an organization and its market.
This track will help make sense of the community management discipline generally, along with the Community Management: Inside the Enterprise track, and offer some insights into the opportunities, risks, and challenges of engaging with your markets as a partner and peer through frameworks, tools, and case studies.
| Wednesday, November 16 | |
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Whether you are inheriting a community or starting one from scratch, having the right community team is critical to your success. Learn best practices for determining the size team you need, organizing your team, aligning with business units, budgeting, maintaining consistency across the team and the skillsets you should be hiring for. Participants will leave the session with strategies, examples and working documents to make this process flow within your company or organization. Speaker - Dawn Lacallade, Senior Consultant, ComBlu  Dawn is responsible for social engagement strategy, community management and integration of social media into the marketing mix. Her prior experience includes Dell Community Forums, IdeaStorm and the SolarWinds communities. Dawn has been a featured speaker at more than a dozen conferences including: Social Media and Community 2.0 Strategies Conference (4 times), WOMMA Summit (2x), Microsoft Technology Summit, Front End of Innovation, The Market Research Event, the Online Marketing Institute Conference, and the Online Community Summit. Dawn was also a featured speaker at Google's Marketing Executive Training and other various Webinars and interviews. Speaker - Bill Johnston, Director of Global Online Community, Dell  Bill Johnston is Dell’s Director of Global Community, where he oversees global online community strategy and programs for the company. Prior to Dell, Bill was Chief Community Officer with Forum One Networks where he directed social media events, collaborative research projects, and led the company’s commercial consulting practice. Bill has also held senior positions with Autodesk, and helped launch TechRepublic.com in the late 90’s. Bill founded the Online Community Roundtable group in 1995. | |
Is this the Year Crowdsourcing Goes Mainstream? How Online Communities are Changing the Way Work is Done (Location: Room E)Anyone can build a loosely affiliated, unstructured crowd - a mob. The key to successfully employing a crowdsourcing model in a b2b/professional services type space is to advance beyond the realm of a ‘mob’… to create an engaged, interactive community of diverse and skilled professionals. With the help of reputation and compensation systems, community recruitment and engagement, public profiles and social media, crowdsourcing has the potential to take the services industry to new heights. The label “crowdsourcing” has been misapplied to many online activities. While some businesses have been correctly identified (Mechanical Turk, LiveOps and Innocentive among others), other activities such as simple online polls, intranet sites, or the use of social media blur the definition and meaning of ‘crowdsourcing’. Using real-world examples, this presentation will dispel some of the most common myths about crowdsourcing; explain why it doesn’t mean the end to in-house staffs; and reveal why it is NOT just another marketing buzz word. Speaker - Matt Johnston, VP of Marketing and Community, uTest  With more than a decade of marketing experience at companies ranging from web start-ups to publicly traded corporations, Matt Johnston leads uTest's marketing and community efforts. After joining uTest in late 2008 as Vice President of Marketing & Community, Matt was promoted to the position of CMO in mid 2011, where he continues to lead uTest’s efforts in shaping the brand, building awareness, generating leads and creating a world-class community of testers. In his expanded role as CMO, Matt will also focus on more strategic initiatives, such as forming key partnerships and helping to plan uTest’s expansion strategy. | |
| Thursday, November 17 | |
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Keep Your Friends Close, and Your Critics Closer: Lessons in Building Community Advocacy (Location: Room F) It is easy for passionate users to end up as very passionate haters, but it doesn’t have to be that way! These are the people who give the most honest feedback and volunteer to solve problems for other users and for engineers. At Google, the most active ones are part of Google’s Top Contributor program. Come learn about how we’re both rewarding these users and gaining business value by building a great program for our most passionate critics. Speaker - Adrienne Bernakevitch Ludwick, Community Manager, Google  Community Manager, Apps and Social Speaker - Lasse Wassermann, Program Manager, Community and Social Media, Google  Lasse coordinates the work of 20 community managers at Google. He has worked as a program manager for Google’s community efforts, including the Top Contributor program, since 2006. Formerly based in Europe, he moved to the company's Mountain View headquarters in 2010. He was first based in Europe until he made the move to the Mountain View Headquarter in 2010. | |
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There’s a huge amount of energy being focused on tools to implement social media objectives and strategies, but we can’t forget the human element involved: the enterprise that needs to be educated and the teams who will carry out these lofty new plans. The path to social media integration won’t always be smooth, and it definitely won’t be immediate, but the key to making the transition as easy as possible is setting reasonable and realistic expectations. Explore how Aetna is integrating community management into its business through a three-prong approach: Policy, Process, and Education. Discover the items they are creating to build their engagement toolkit for succeeding in a heavily regulated industry and inspire your organization to begin building your own. Speaker - Lauren Vargas, Community Management Strategist, Aetna | |
Get in-depth education in full day workshops on Monday before the conference.
| Monday, November 14 | |
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Community management is part art and part science. Knowing what to do in a given situation can mean the difference between success and failure. But, it can be hard to separate fact from fiction and get a handle on exactly what you need to know to be successful. You don't have to do it alone. Save yourself time and frustration and learn from experienced thought leaders who have done it already. Join us for this half-day interactive workshop and walk away armed with a toolkit of practical advice to use in every day community management. You'll find this workshop packed with real-life examples from practitioners who have been in the trenches and successfully manage communities on behalf of their organizations. You'll gain a better understanding of community management basics, member engagement and curatorship, moderating and peacemaking in a variety of community scenarios - all essential skills in the community manager toolkit for success. The presenters will also share case studies to illustrate examples of successful tactics, as well as failures they have had to address, and the methods they used to successfully resolve them and mitigate future occurrences. Instructor - Ted Hopton, Community Manager, UBM  Ted Hopton is United Business Media’s (UBM) Group Community Manager, responsible for developing UBM’s online community of 5000+ employees across more than a dozen divisions on six continents on a single enterprise-wide social business software platform (Jive SBS). In this role he is accountable to senior management for employees’ adoption of the tool and engagement in the community, as well as developing a transparent and open collaborative online culture. UBM’s internal online community received the 2009 JiveWorld Business Impact Award and has been cited in Forrester Research case studies, as well as Charlene Li’s book, Open Leadership: How Social Technology Can Transform the Way You Lead. Ted writes a blog, Adventures in Social Media (http://www.adventuresinsocialmedia.org/), is a charter member of the 2.0 Adoption Council, and has also been a speaker at the Enterprise 2.0 Conference. Follow him on Twitter @Ted_Hopton. Instructor - Rachel Happe, Principal, The Community Roundtable  Rachel is the Principal & Co-Founder of The Community Roundtable, a peer network for community managers and social media practitioners. You can contact her at rachel@community-roundtable.com. Until recently, Rachel was Mzinga's Sr. Director of Social Media Products and is responsible for the product management, marketing, design, and documentation of Mzinga's Social Media Application Suite and Mzinga's Social Enterprise solutions. While an analyst at IDC, Rachel published groundbreaking research; The Social Enterprise (Dec '07), Modeling the Digital Marketplace (Sept '07), The Landscape of the Digital Marketplace (May '07 ), and the first enterprise social networking market forecast (Aug '07). Rachel has over fifteen years of experience working with emerging technologies including eCommerce and enterprise software applications. She has been both a product manager and a management analyst, and brings multiple perspectives on technology development and use to her research. Rachel covered the enterprise social media market for IDC prior to joining Mzinga. Prior to IDC, Rachel was the Director of Product Management at Bitpass where she worked with media and publishing companies such as Disney, MSN, United Media, CanWest, and Ziff Davis to monetize their digital assets. While at Bitpass, Rachel was instrumental in developing Mperia, an internet music site. Her experience is chronicled in the book, The Future of the Music Business, in an interview that discusses changes in the music business brought about by internet technologies. Prior to Bitpass, Rachel was the Product Marketing Manager for IDe, an enterprise software company that developed applications to manage the new product development process. Rachel started her business career at PRTM as a Business Analyst focused on helping technology companies understand and improve their product development operations. She has presented and written about trends in product development management, both at industry conferences and as a visiting speaker at the Wharton and Kellogg schools of business. You can follow her on Twitter @rhappee Speaker - Claire Flanagan, Director, KM and Enterprise Social Business Collaboration Strategy, CSC  Claire Flanagan is CSC’s Director of Enterprise Social Business Collaboration and Communities Strategy. She has over 20 years experience in information design, electronic communications, collaboration applications and knowledge management. She led CSC’s industry award winning social business collaboration implementation currently enjoying a 67,000+ active member rate. She also recently oversaw the implementation of CSC’s public-facing social business platform and is now responsible for overall social business strategy deployment to CSC's eco-system of customers, partners and prospects. Claire speaks regularly at industry conferences about social business and has received numerous awards along the way such as the Community Adoption Award and The 2.0 Adoption Council’s Internal Evangelist of the Year Award (2009). She is a charter member of The 2.0 Adoption Council, board member for The Community BackChannel #cmtybc, and member of The Community Roundtable. You can learn more about CSC's case study at Claire's blog at http://cflanagan.wordpress.com and follow her on twitter at @cflanagan Speaker - Erica Kuhl, Community Manager, Salesforce 
Erica Kuhl is the Community & Social Media Manager at salesforce.com where she is the voice and brand ambassador for the Salesforce community. In Erica's 8+ year tenure at salesforce.com she has had the customer as the focal point in all her roles including Education Manager, Customer Marketing Manager, and now Community Manager. She spearheaded the company's Social Media Policy and training program and spends much of her time engaging and nurturing her wildly passionate community members on various channels including discussion boards, Facebook, Twitter, LinkedIn and blogs. She has been instrumental in brining the entire salesforce.com Community onto the Salesforce platform, keeping the Community in step with salesforce.com's Social CRM strategy. Speaker - Greg Lowe, Enterprise Social Networking Strategist, Yammer  Greg Lowe constructively challenges the status quo to achieve real change in organizations. With a background in IT, communications and collaboration, Greg is passionate about making technology usable to make people's jobs easier, help people get back time in their day and changing the way companies do business. He does this by demonstrating value through business cases, challenging the status quo and leading organizations to develop and support new behaviors. In his current role at Yammer, Greg engages with customers to help understand the challenges and opportunities that social brings to the enterprise by sharing best practices and lessons learned. He also acts at the user advocate inside the company and provides thought leadership in the Enterprise 2.0/Social Business space. Speaker - Trisha Liu, Enterprise Community Manager, HP ArcSight  Trisha Liu's passion is building thriving communities, and sharing what works and what doesn't with people like her. She is the Enterprise Community Manager at ArcSight, an HP company, responsible for the overall health, growth and maintenance of Protect 724, the ArcSight customer community, and iROCK, the ArcSight employee community. A typical day for Trisha includes setting and advising on community strategy; driving adoption and engagement campaigns; training end users; mentoring community managers; managing content; executing on system settings and site design. Trisha earned her BA in Sociology from Stanford University. Speaker - Megan Murray, Director of Collaboration Strategy, Moxie Software  Megan Murray is a pioneering Enterprise 2.0 practitioner. She joined Moxie Software as Director of Collaboration Strategy after more than a decade with Booz Allen Hamilton where she focused on emerging technologies, collaborative strategies and Enterprise 2.0. Megan served as Community Manager and Project Coordinator for Booz Allen’s award winning Hello.bah.com. She brings extensive experience in collaboration strategy, community management, and enterprise social governance. She sits on the Advisory Board of the Community BackChannel, is a member of The Community Roundtable, was a charter member of the 2.0 Adoption Council (now the Social Business Council), and speaks frequently on Enterprise Adoption, Community Management, Governance and Education. Speaker - Kevin Jones, Social, Organizational Consultant  By blending social technologies into the workflow and challenging ineffective management practices, Kevin D. Jones helps senior leaders champion a more innovative and empowered culture to drive a thriving business. | |
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Social, economic, environmental, and technological forces continuously transform the relationship between organizations and employees. The traditional "workplace" is disappearing, courtesy of globalization, communications, the consumerization of IT, and recent market upheavals. In its place is a "workspace" that is more social, more virtual and more mobile. This new workspace is also more transitory, as employees skeptical of lifetime employment find themselves increasingly joined by contingent staff and outsourcing partners. Given the ascent of a new generation of workers raised in this connected, global reality, we can no longer rely on old assumptions about how work best gets done. Such transformational trends create a world where relationships are managed not by sight, but by trust and commitment. To survive, organizations must be more agile than ever before. This workshop will help attendees understand the emerging workspace issues they face by engaging new perspectives offered by provocative thought leaders, and by using scenario planning as a tool to ponder the implications of those issues via the lens of different social, economic, environmental and technological possibilities. Instructor - Sara Roberts, President/CEO, Roberts Golden Consulting, Inc.  Sara Roberts is President & CEO of Roberts Golden and a recognized thought leader in the Enterprise 2.0 space. She and her team have lead large-scale change management, employee engagement, culture transformation and innovation efforts for Fortune 500 companies including AAA, Alcatel-Lucent, Cisco Systems, FedEx, Hilton Hotels Corporation, Safeway, Sprint and Virgin Media and consults and presents workshops on collaboration in the workplace. Prior to founding Roberts Golden, she held senior consulting positions within companies including Sprint, Andersen Consulting (now Accenture) and Ketchum. Instructor - Daniel Rasmus, Principal, Daniel W. Rasmus & Author, Management by Design  Daniel W. Rasmus, the author of Listening to the Future, is a strategist who helps clients put their future in context. Rasmus uses scenarios to analyze trends in society, technology, economics, the environment, and politics in order to discover implications used to develop and refine products, services and experiences. Prior to starting his own consulting practice, Rasmus was the Director of Business Insights at Microsoft Corporation, where he helped the company envision how people will work in the future. Rasmus coordinated the Microsoft® Office Information Worker Board of the Future, an advisory panel composed of college-aged students who share ideas on how to better serve the Millennial Generation as they join the workforce. Rasmus also managed the Center for Information Work, an immersive experience that helped Microsoft's customers experience the future of work first hand. Moderator - Mike Gotta, Senior Technical Solution Marketing Manager for Enterprise Social Software, Cisco  Mike Gotta is a senior technology solution manager at Cisco responsible for Enterprise Social Software. Prior to joining Cisco, Mike held the position of Research VP at Gartner. Prior to Gartner, he was an industry analyst at Burton Group and Meta Group. Mr. Gotta has 30 years of experience in the IT industry and was an industry analyst for 14 years covering the architectural, application, and organizational aspects of collaboration and social computing. While at Burton Group, Mike lead a 2008 groundbreaking field research study on enterprise social networking. He has published hundreds of articles on collaboration and social computing. At Cisco, he maintains an active research agenda on a variety of topics related to social networks. Mike is a recognized subject-matter expert and a frequent speaker at industry events. Mr. Gotta began his career at Aetna. He has a B.A. in economics from Western New England College and is currently pursuing an MA in New Media Studies at The New School. Panelist - Nathan Bricklin, SVP, Head of Social Strategy, Wells Fargo Panelist - Harbrinder Kang, Senior Director, Collaboration Technologies, Cisco Systems, Inc. Panelist - Julie Lemoine, CEO, 3D ICC | |
