6.1 Building and leveraging external communities

External communities are vital for exponential organizations. They provide diverse perspectives, accelerate innovation, and drive growth. By building trust, offering value, and maintaining communication, companies can nurture thriving communities that contribute to their success.

Leveraging these communities brings benefits like brand advocacy and collaborative problem-solving. However, challenges exist in managing interactions and protecting intellectual property. Successful engagement strategies include hosting challenges, creating open innovation platforms, and facilitating resource sharing among members.

Building External Communities

Strategies for Building and Nurturing Communities

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Top images from around the web for Strategies for Building and Nurturing Communities

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  What are we building: communities or networks? - FabRiders View original

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• 

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• 

  Creating Engagement in Open Source Networks | Partnership Design View original

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  What are we building: communities or networks? - FabRiders View original

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• Identify external communities that share common interests, goals, or values aligned with the company's mission (customers, partners, suppliers, industry experts)
• Build trust by being transparent, authentic, and consistent in communication and actions
• Provide value to the community by sharing knowledge, resources, tools, or exclusive opportunities that benefit members
• Maintain regular communication through various channels to keep the community informed, connected, and motivated (social media, email, events)
• Recognize and reward active community members for their contributions to foster a sense of appreciation and encourage further participation
• Continuously gather feedback and adapt to the needs and preferences of the community to maintain relevance and value

Defining Target Audience and Platforms

• Define the target audience and characteristics of the ideal community members who can contribute to the organization's goals
• Select appropriate platforms and channels for reaching and engaging the target community, considering factors such as accessibility, ease of use, and popularity among members (online forums, social media groups, messaging apps)
• Create a content strategy that delivers value to the community and encourages participation, such as sharing industry insights, hosting webinars, or facilitating discussions
• Establish clear guidelines and policies for community participation, including codes of conduct, intellectual property rights, and privacy protection

Benefits and Challenges of External Engagement

Benefits of Engaging External Communities

• Access diverse perspectives, expertise, and resources that can accelerate innovation and problem-solving
• Leverage external communities as brand advocates to help spread awareness and attract new customers or partners
• Collaborate with external communities to develop new products, services, or business models that drive exponential growth
• Tap into the collective intelligence of the community to generate fresh ideas and solutions to complex challenges
• Build relationships with key influencers and thought leaders in the industry who can provide valuable insights and connections

Challenges and Considerations

• Manage and moderate community interactions to ensure they remain positive and productive
• Balance the needs and expectations of the community with the organization's goals and resources, requiring clear communication and boundaries
• Protect intellectual property and sensitive information shared within the community to maintain trust and prevent leaks or misuse
• Allocate sufficient time and resources to effectively engage and support the community, which can be resource-intensive
• Navigate potential conflicts or disagreements among community members or between the community and the organization

Leveraging External Communities for Growth

Strategies for Driving Innovation and Collaboration

• Identify specific goals and objectives for engaging with external communities, such as sourcing new ideas, finding collaborators, or accessing specialized resources
• Assign dedicated community managers to moderate interactions, respond to inquiries, and facilitate connections between members and the organization
• Implement metrics and feedback mechanisms to track the success of community engagement efforts and identify areas for improvement
• Host hackathons, challenges, or contests that invite community members to solve specific problems or generate new ideas (NASA Tournament Lab)
• Create open innovation platforms where community members can submit and vote on ideas for new products or features (Lego Ideas)

Leveraging Communities for Resource Sharing

• Encourage community members to share their own knowledge, skills, and resources with each other to create a self-sustaining ecosystem of support
• Provide a platform or marketplace where community members can offer or request services, products, or expertise (Airbnb host community)
• Facilitate mentorship programs that connect experienced community members with newcomers to foster learning and skill development
• Create a resource library or knowledge base where community members can access and contribute to a shared pool of information and tools
• Organize offline events or meetups where community members can network, collaborate, and share resources in person (Salesforce Trailblazer Community events)

Case Studies of Successful Engagement

Salesforce Trailblazer Community

• Salesforce's Trailblazer Community provides users with resources, support, and networking opportunities to help them succeed with Salesforce products
• The community has over 2 million members and generates significant value for Salesforce through user-driven innovation and advocacy
• Trailblazer Community offers a gamified learning platform (Trailhead) where users can earn badges and certifications for completing courses and projects
• The community hosts regular events, such as Dreamforce and World Tours, where members can connect with each other and with Salesforce experts

NASA Open Innovation Initiatives

• NASA's open innovation initiatives, such as the NASA Tournament Lab and NASA Solve, engage external communities of researchers, entrepreneurs, and citizens to crowdsource solutions to complex challenges
• These programs have led to breakthroughs in areas such as asteroid detection, Mars habitat design, and waste management
• NASA Solve hosts online challenges where community members can submit ideas and prototypes for specific problems, with winners receiving funding and support to develop their solutions further
• The NASA Tournament Lab partners with online platforms like Topcoder and HeroX to run coding competitions and innovation challenges that tap into a global pool of talent