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Author's profile photo Malin Liden

In a Networked Digital Economy Community is the Next Competitive Battleground

Sometimes it is hard to see the things that matter most to us, explaining why they are so special is even harder. Communities are a great example. They provide so much tangible and intangible value that it is hard to explain in a crisp way. And yet, it is critical to understand communities to understand business in the digital economy.

I was recently asked to present on the topic of “Future of community”, but ended up rephrasing the presentation title to: “Community is the future”. Why? Here is a quote that captures it well:

“If you get the community right, opportunities will present themselves for the company. If you get the community wrong, the engine of innovation will dissolve, and then you won’t have a company anymore.“Chris Anderson, CEO, 3D Robotics

People do business differently in a digital economy. Collaboration is the new way of working, making communities very central to the success of companies, ecosystems and individuals. Here’s why:

  • 80% of B2B sales start with online search.
  • Up to 90% of the decision process is done before prospects talk to a vendor.
  • Conversations shift from conference rooms, restaurants or the golf course to the web.
  • There is more information available than anyone can consume. 
  • Attention spans are shorter than ever before. 

In this environment authentic information becomes hard currency. People listen to people who know what they are talking about and who aren´t just repeating an approved promotional message. They look for accurate information from credible sources. B2B buyers turn to communities for the same reason as consumers scan reviews prior to product details when they shop online.

For companies, communities are often considered a powerful way to increase the variety and frequency of customer interactions, accelerating the speed at which they can test and receive feedback on new products and services. But the value goes way beyond feedback.

Here are the top five reasons why I love the SAP Community:

  1. Co-Innovation is the Ultimate Audience Focus
    The days when companies could plan secretly in an ivory tower, then launch and adjust based on feedback are over. Ever faster innovation cycles and a more dynamic competitive landscape require bringing your audiences in earlier. Make them part of developing the future of your company.

  2. Customer Success
    A strong community fosters innovation and accelerates the time to market of better products, services and support. Moreover, it creates an environment that ensures customer are successful with their investment. Why? Community users help each other fast, accurate and at scale. Lines blur within and between organizations when people come together based on what they need to get done. Knowledge and network trumps title and position.
  3. Learning 2.0
    Remember when you´d go to the library as the starting point of learning something new? Today, what you know is who you know. People learn in networks and communities. Hence investing in a community is an investment in knowledge; for organizations and individuals.
  4. Career Opportunities
    Everyone knows the chances of getting a new job through an ad are slim. The most promising way? Your network. According to this article, the probability that your next job is in your existing network is 80%. Where are networks the strongest? In communities! This is the best place to learn, grow, and spend a career as part of a value generating network.

  5. The Family Factor
    With all the talk about value, what community is really all about is people. I call it the “family factor”. Going to an SAP Community event is like going to a family reunion. The bonds I see here go far beyond purely professional relationships. People are friends, mentors, supporters, coaches. They spend a large part of their careers, their lives, together. It is not surprising that members of a strong community tend to stay within that ecosystem. People move, but they find the next opportunity with SAP, a partner or one of our customers. In a knowledge based business where it is critical to attract and retain talent, communities are often the glue that makes it rewarding for people to stay in an ecosystem.

Customer centricity through communities

If you want to invest in community, you have to be brave enough to start a conversation that matters. A strong community will give you an unfiltered view, and sometimes it’ll hurt. But if you´ve invested in the partnership and your strategy is for the long haul, it will be a fruitful and constructive collaboration that in return will help you excel in serving your customers. Your most honest critics are also your most valuable potential advocates that people will listen to. Thus making community the next competitive battleground.

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      Author's profile photo Caroleigh Deneen
      Caroleigh Deneen

      I'm approaching two years as an active member on this community, and I want to second the value of the family factor. I've seen the family factor in action on SCN in a few scenarios... like when members come together to support another community member going through a tough time; and when they debate each other with the kind of passion shown at Thanksgiving dinner (forgive the American reference), whether it be over coding approaches, product features or user experience; and even when they poke fun at some of the things SAP could be doing better together.

      There is a raw honesty here that does remind me of my own family, and at least two things I rely on them for –1) to know where things really stand, and 2) to give me the courage to stand up to fix the things that aren’t right.  If you are trying your best to do the right thing, your family will always have your back.

      Author's profile photo Colleen Hebbert
      Colleen Hebbert

      Caroleigh - +1000 to your comment.

      I've definately been on the receiving end of community spirit in the past few months and it motivates me to want to give back more in appreciation.

      But to go one step further with the family aspect, gee it's nice to wake up with 50+ emails of random banter around the world and people caring about you (even though you have never met).

      @Malin - wonderful summary 🙂 When it does come to customers making decision, if you could leave the decision to the operational people many will recommend SAP based on the ability to search for your answer. Having worked on a few non-SAP products it is always frustrating that you cannot Google for the issue. In SAP, SCN comes up to the top of Google with the answer. You're not always stuck waiting on vendor support -  you get a chance to improve how you work based on the honesty and feedback of other customers.

      Author's profile photo Malin Liden
      Malin Liden
      Blog Post Author

      Thank you Colleen, what a great way to summarize the business and people aspects of community! I truly believe that both of them go together. Business is people and people is business. Community combines both in the most wonderful way and that is what makes them so valuable.

      Author's profile photo Malin Liden
      Malin Liden
      Blog Post Author

      Thank you Caroleigh! 🙂 The "raw honesty" is a great way to illustrate the family analogy. The people who are the closest to us are the ones that will, and can, be the most honest to us. Because we know the feedback is given in the spirit of helping us in the most constructive way.

      Author's profile photo Jelena Perfiljeva
      Jelena Perfiljeva

      Great post, Malin, and I couldn't agree more. Say what you want about the evil 3-letter empire but you guys somehow managed to keep SCN going for over 10 years and it's still thriving.

      Just the other day I was reading a random Linkedin blog on a recent LG advertising faux pas and immediately thought "well, too bad they don't have their SCN and their LG Mentors". Now I think they should've read your blog too. 🙂

      Author's profile photo Malin Liden
      Malin Liden
      Blog Post Author

      Thank you very much for your feedback Jelena! 🙂 The blog on LG was an entertaining read and I am also amazed that not more companies invest in communities the same way we do. It is such a win win! If my blog can be encouragement for others I´m very happy. More strong communities will improve the business landscape for everyone 🙂

      Author's profile photo Simone Milesi
      Simone Milesi

      Great view on community concept in our time.

      If build a strong community, caring about it and following its stream without losing company's mission.

      If you manage to do it, your community is your parachute in bad days and the fuel for your rockets in good ones.

      It's the concept behind realities like Kickstarter (that many projects are not able to catch up).

      When someone understand it, he blows the net

      Million Dollar Book Proves Kickstarter Model, Now Authors Just Need The Reach

      Burlew did the right thing: fed the community with 800 sheets for years, keeping doing it, with great quality work, partecipate in the forums and catch the community feelings.

      The response has been more than 1 Milion dollar raise when he asked for 50k

      Author's profile photo Malin Liden
      Malin Liden
      Blog Post Author

      Thank you for the feedback and additional perspectives Simone! I love this line: Community is your parachute in bad days and the fuel for your rockets in good ones.

      Author's profile photo P. de Koning
      P. de Koning