Category Archives: video

Online Communities – An Interview with Francois Gossieaux

This is a cross-post from Radar:

Recently I spoke with Francois Gossieaux of Beeline Labs about the role of online communities in the enterprise.   Francois has been evangelizing the learning gained from his recent study, The Tribalization of Business (click here for the Slideshare presentation).  I am embedding the second in the three part series but you can see all of them here:

The interview is broken into three parts.  Francois is a great storyteller, bringing case studies in to support nearly every point.  Here are a few insights I took away from our conversation:

Community First:
(Note: in the original post I called this “Community for Community’s Sake” and had this to say….)

Most businesses begin planning a community with traditional objectives (lower support costs, drive innovation, increase customer loyalty etc.).  On the Social Web this is the equivalent of entering a personal relationship with an ulterior motive (which never works out quite right).   Businesses should begin with the question, “how can I satisfy the needs of this community?”– and then follow the community’s lead.   Be open to the unexpected.

In my experience this is one of the hardest things for companies to get behind and relegates this kind of “enlightened” community effort to either top-level leadership or skunk works development.  Middle management is typically the most reluctant to deviate from standard practice and place a bet on community for the community’s sake.

After a bit of reflection I think this summary is insufficient.   I didn’t ask Francois to clarify the “community first” position – leaving the viewer with an impression that community building should be an abstract leap-of-faith.  I don’t think this is the case.    Business leaders have every right to ask how allocating a significant amount of time, resources and funds are going to deliver value.   The Tribalization of Business study is an attempt to answer that very question.   Community first is an approach that allows businesses to nurture a successful community by thinking about what motivates community behavior and user contribution (after all, if you can’t get that, all your business objectives go out the window too).  So the thrust of my revision (not sure if Francois agrees) is that business objectives are important and should be part of the planning process and should be measured – yet if you aren’t dead clear about what value you are delivering to the community first you are going to have problems.  

Communities require a social framework to thrive – most companies have a mindset that reflects the legal, contractual and hierarchical underpinnings of their business and carry these behaviors with them into the community.   This informs their planning, measurement and how they encourage contribution.   These incentives and disincentives have little sway on the Social Web where the mindset is social and trust, reputation and relationship are big drivers of contribution. As Francois says, “The most successful communities occur when you tap into that social framework”

Consider stories as a success metric:
While there is a fair amount in this interview about measurement – this was my favorite: A great anectdote about how one company views the stories that emerge from their community as a key metric of success.  Great stories are inherently viral and can have a profound impact on decision making in an organization.
Think Bigger: Most large companies are satisfied to have small communities; essentially replicating a focus group model.  Doing so misses the potential of the online community to transform your business.   Consider how Intuit is now embedding live community directly into their application – allowing users to seek help and get questions answered directly.
Transformative communities blur the lines between company and customer and portend a future where retail ecommerce sites go well beyond ratings and reviews and provide problem solving, shopping mentors, product development and other services directly from the community.   Where internet sites are co-evolved (from interface to feature-sets to codebase) in cooperation with community,  where complex applications (desktop and cloud-based) meld standard functions with community functions.    Communities are certainly helpful in providing feedback on customer behavior but that is just one small part of the story.


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Networked Democracy: Video Interview with Jascha Franklin-Hodge

This is a cross-post from Radar

While in NYC I interviewed Jashca Franklin-Hodge, CTO and Cofounder of Blue State Digital.  This is a three part series that explores how technology affects our political process.

Blue State Digital was born out of Jascha’s experience helping Howard Dean’s seminal run for the White House in ’04. and is the technology and strategic services company powering Barack Obama (and many other Democratic leaders and social justice causes like Save Darfur and We Can Solve It).

Here is part three of the series…

Here are the key observations I took away from the discussion:

Online U.S. political communities will morph from a campaign fundraising role to a governing role. Regardless of whether Obama or McCain wins in November, every 2012 political campaign, even the laggards, will be as sophisticated as Obama is today- and any campaign with that much momentum won’t be able to stop community participation at the White House door or the Capitol steps (“thanks for all the money and support, I‘ll see you in four years”). Online communities will follow politicians into their governing roles. This summer when MyBarackObama experienced the FISA revolt within his own community this became clear. This has far more transformative potential than the fundraising juggernaut we are seeing now. Powerful communities may come to dominate the agenda of incumbent politicians providing feedback, direction and policy input.  There is a whole book to be written on this topic alone.  It also factors in for businesses currently running one-issue communities – Are you prepared to follow your community as it moves deeper into your organization?

Microcampaigns and Swarm Politics: Rather than one centrally governed behemoth, MyBO is enabling a thousand small campaigns to flourish. MyBO puts the tools into the hands of anyone that wants to get active; from having your own blog, downloading voter lists to make calls with “Neighbor to Neighbor” or having your own fundraising dashboard to mark your progress. This kind of swarm politics has generated enormous amounts of energy (and money) from ordinary citizens. Jascha sums it up best “We are helping them run thousands and thousands of little local campaigns that roll up to a central set of issues or candidate or goal” That is unbelievably powerful.

Technology (infrastructure and know-how) will become a necessary core competence in all U.S. political campaigns. Jascha points out that campaigns traditionally mirror movie productions, with all of the resources, technology and logistics brought together for a short burst of activity and then disappearing once the final scene is shot; this results in an enormous loss of knowledge and skills that need to be relearned once the next campaign begins. Campaigns that maintain or are able to tap into a continuity of software, infrastructure and human capital will have serious advantage. Blue State Digital was conceived to fill that gap on the Democratic side of the aisle…

Open Data and transparent government. Part Three of the video series digs into the value of open data in government to allow citizens to hack and remix at will. When lobbyist data, earmark data etc. is available in standard formats it will be a great leap forward for more transparency in government. Great stuff.

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