Why Community is the New Marketing | CMX Summit

Marketing and community strategy have been separate in the past, but the landscape is shifting. So much that traditional marketing isn't working and marketers are looking to community professionals to help define their new strategy. Now is the time for community professionals to step up and take the lead. Learn why I believe community is the new marketing and how community managers should approach it with their marketing counterparts. Thank you CMX for letting me share these ideas on stage! 

2016 Challenges and Predictions for Community Management with Vanilla Forums

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I was asked to share my prediction for the community industry in 2016 for a special piece by Vanilla Forums alongside other kick ass community professionals. I really believe now is the time for the community management field to step up and own the direction of our industry and where overall business is shifting. I share my prediction below and encourage you to check out the full report here.

Community will continue to move to the forefront of business as a critical strategy for companies to build and retain their customer base. This is an awesome thing for our field as our skills become more desired and directly tied to organizational goals. It also means that now more than ever, we as community professionals need to clearly define and own this within the business. As businesses (and other teams like marketing and sales) look to us for guidance on community strategy, we need to show where our work directly impacts the bottom line. By aligning our work with the business goals of our organizations, we will be able to maintain ownership of community and in turn, it’s authenticity for our community members.

Within community strategy itself, our customers are committing loyalties to brands who do more than just provide a great product - customers want to join a movement. People, especially younger generations, are looking to be a part of something bigger than themselves. Like Airbnb’s hosts and guests who commit to the notion of being home anywhere, to Tom’s Shoes Tribe community that takes social impact way beyond buying shoes. Brands will need to think about their greater impact in the world, and build a movement based on their organization’s mission.

This is a truly exciting time for community professionals where we will have the opportunities to do big things in our field, and specifically for our communities.

Thank you Vanilla Forums, and Melanie Attia for organizing an awesome forward thinking report!

My Year for Underachieving: Why I Have No Goals in 2015

I wrote the below post in January and then I didn't publish it. I'm not sure why I didn't but then I saw this Humans of New York post:

I'm not the only one with this problem! For me to not set some sort of major milestone in my life is really hard - I'm an overachiever. I felt so stretched thin the past few years I needed to change it up by doing something 'radical' for myself - zero goals. Since we're at that mid-year reflection point, I wanted to share what I wrote for myself at the beginning of this year. I'm proud to say that I've done a pretty good job at living life freely without the self-imposed bounds of reaching major goals. I hope that this motivates you to do the same if that's what you need in your life.

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January 2015

Ok, I admit, the title is a little misleading. But at the end of last year I felt like I couldn’t have one more goal, I couldn’t deal with one more achievement to strive for. I had burned myself out. It felt good to say “I have no goals in 2015 other than to just be.” In 2014 I did not have time for friends, family, or myself. I had such little flexibility to let days, evenings, and weekends take me wherever they led.  And you know what? That sucks.

When I spoke to my friend Justin this week, who I admire as a entrepreneur and wonderful person overall, I mentioned my no goals objective. He said point blank: “No you can’t. You’re not that type of person and neither am I.” I thought to myself “UGH I know but that’s why I must force myself to have no goals!” Justin continued, “It’s not about not having goals, it’s about load balancing. The goal is focus on yourself.”

Damn, that’s a good point.

But for me there is clarity and comfort knowing that what I will focus on in 2015 is totally loose. And I’m not thinking about my focus as goals but as guidelines that I may or may not try to follow.

Just FYI, my inner Type A voice is going crazy right now.

I wanted to share this with you because it feels good to commit to nothing, in writing (sorry, Type A coming out). I also wanted to share my thoughts in case you might be feeling burned, and are looking for a reason to underachieve the only way a Type A person can - by creating your personal anti-goals.

• I’d like to do more yoga and running but I don’t care if I progress in my practice or hit any PRs. #antigoal2015
• I’m going to hang out with my friends a lot more, but I’m not going to plan out my social calendar. I’ll let you know in advance when I’m flaking. #antigoal2015
• I’d like to write more for myself, but it’s ok if I don’t. #antigoal2015
• Career goals? Be kickass for HandUp, but I’m not pre-defining where I think I should be at the end of 2015. #antigoal2015
• Be healthy, but I’m cool with a few meat cheats and will most likely still drink too much bourbon. #antigoal2015 #vegfriendlymostly
• Be the seriously best girlfriend I can be, but sometimes I might still leave dishes in the sink.  #antigoal2015

What this will really allow me to do is be present: in my relationship, for friends and family, and enjoy living my life fully. I hope you have a 2015 filled with anti-goals, if that’s what you want.

Guest Post: Why Does a Homeless Person Need Access to Technology?

This post was originally published on 1776 DC under the title "Technology as a Basic Need: The Impact of the Access Gap in Poverty."

Technology is often perceived as a luxury item, thought of in the context of the latest smartphone or slimmest laptop. But thinking about alltechnology as only a luxury is dangerous. Such a mindset masks the foundational elements of these items that are essential to everyday life: access to information and communications.

Even as technology becomes ubiquitous across the United States, what isn’t always universal is access to that technology. Barriers to access prevent people from escaping homelessness and moving out of poverty.

That’s true even in Silicon Valley, which is known for its vibrant entrepreneurial community and successful business ventures. The growing dichotomy of technological haves and have-nots is challenging us to really think: How does limited access to technology affect those who are unable to meet their basic needs?

If you’re in a homeless shelter, a cell phone is the one tool you have to seek resources and services that will help you get housed. If you’re a young kid living with a family under the poverty level, a home computer means you have the required tools to do your homework instead of rushing to finish during library hours.

Maybe you hit an unexpected rough patch, like Rodney, who after being laid off from his dance troupe found himself homeless in San Francisco. Once Rodney found short-term stable housing in a shelter, he joined HandUp to fundraise for the one item he could use to communicate with his family and find a new job: a laptop. Today Rodney is dancing with a new troupe in San Francisco and well on the path to stability—in part because he was able to access technology.

Access to Information

Last year in San Francisco, a local technology startup, Zendesk, partnered with St. Anthony’s Foundation to build Link-SF, a mobile-optimized website that pulls homelessness resource information in based on location. The most interesting part of this app? “Technology” is its own standalone category next to other basic needs like “Hygiene” and “Medical.”

That’s because, in today’s world, access to information is powered by technology. From local homelessness resources to Social Security benefits to city college courses, these types of services are in many casesonly available online.

St. Anthony’s saw this as a growing barrier for the community they serve, and in 2008 established a technology lab in the Tenderloin District. The goal of the tech lab is to empower those in need to establish independence through the opportunity to get online, access information and learn new tech skills. For Dolores Gould, Manager of Corporate Relations at St. Anthony Foundation, there is no option for a life without technology:

“Imagine what your life would be without technology, not being able to conduct business, communicate with service providers, associates and family, without ready access to the internet for knowledge?” Gould says. “It is very clear that the Digital Divide gets larger every day.”

Many people experiencing homelessness or living in a shelter count on libraries and technology labs to access a computer. This makes one particular technology item particularly valuable for accessing information: the cell phone.

St. Anthony’s estimates that 45 percent of people coming through their tech lab have a cell phone. A 2011 study estimated that over 60 percent of homeless teen youths have a cell phone—and that number can only have gone up in the past four years. At HandUp, we see people who are barely meeting their basic needs each month choose to fundraise to keep their cell phone on.

In an interview with a local Washington, D.C resident Eric Sheptock, who is also currently homeless, he explains, “A homeless person can’t get by without having a cellphone. If they’re looking for a job and give the shelter number as their contact, the employer will call and realize this person is homeless. And after that, I’ve seen the job offer be rescinded.”

The importance of access to mobile technology has been getting notice at the federal level. Since 2008, people across the U.S. who are experiencing poverty can get a free phone with supporting voice minutes and text messages; it’s known as the “ObamaPhone” because the program expanded during his presidency.

Access to new technology skills

Step one is giving people access to technology. Step two is empowering those to be able to use that technology, and use it well.

“To make it in the world today, just to make it through school, you need these skills,” says Erika Kirsch, executive director of Compass Family Services.

Many people experiencing poverty may have never had the opportunity to learn these skills. For adults re-entering the workforce, upwards of 80 percent of jobs at Fortune 500 companies only offer online applications. Learning basic technology skills, like using email or building a resume in Microsoft Word, bring people experiencing homelessness one step closer toward a level playing field for jobs.

While reaching adults with education is important, we also need to focus on reaching the next generation while they are still young. A studylooking at youth access to technology found that access to technology is a clear contributor to the knowledge divide for low-income youth, especially prominent during the summer. To solve the problem, providing access to computers isn’t enough; we have to teach them skills.

In San Francisco, we see Twitter taking the lead, backing a new technology lab in partnership with local nonprofit Compass Family Services. Called The Nest, it will focus on teaching these basic technology skills not just to adults, but also to families and their children. What’s really exciting is seeing a technology company invest in their community in a way that will have real long-term impact.

If more programs are able to combine both access and education, I believe we’ll find a clear model of success that proves technological empowerment is critical in breaking the cycle of poverty.

Where can we make a difference?

In the Bay Area, where technological innovation drives our industry, it seems obvious that this is where we can alleviate poverty through technological empowerment. We’ve got a solid start but there is a lot of work still left to do.

“There’s no stemming the tide of the function and popularity of technology-based living. The question is – ‘What can we do to include the forgotten, to contribute to a society that regards its whole self?’” says Julie Berlin, manager of St. Anthony’s Tech Lab. “Where technology can contribute to and not take away from the answer, this is where the compelling truth can be discovered about why and how technology is an essential not luxurious element of modern life.”

A Move Closer to Social Impact: My New Role at HandUp

My last three years have been focused on Community at Twilio, growing our community from 50,000 to over 300,000 developers, expanding the team, and ensuring our community strategy scaled as the company grew from startup to grown up.  One of the programs that fell under my wing was the launch and development of Twilio.org, a program for nonprofits using communications technologies to amplify their impact. This brought me closer to technology for good in action and the real impact it can have at the local and global level. To be totally honest, my growing disenchantment with the startup world was combated by playing a small part in helping social good organizations make a difference through technology. I'm so proud of Team Twilio, my work there, and look forward to their continued success as I move to my next adventure. I'm thrilled to share that I've joined the team at HandUp, a direct donations site for people in need. This team has taken an MVP product and created a powerful platform that is already making a difference in how we (like you and me) can provide direct assistance to homeless people. Part of their mission that struck me deeply was to create a better understanding of what homelessness is in America and the wide spectrum of what "people in need" really means. I hope you'll explore our HandUp members to lean more and let you see exactly how you can contribute:

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Jeff was kicked in the head when sleeping on the street. The impact knocked his front teeth loose so he can no longer play his flute which was his way of generating income. He is $500 away from getting the dental work he needs. Give Jeff a HandUp.

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Davalyn found herself living on the streets after losing her job, but working with Project Homeless Connect and HandUp she was able to raise donations for a street vendor license in just one week. Now Davalyn is able to sell her handmade knitted items as a source of income, working towards her goal of nursing school. Give Davalyn a HandUp.

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Rodney is paraplegic and currently homeless in San Francisco. He has become passionate about physically integrated dance that combines people with and without disabilities. Rodney has toured the states performing and won an award. Rodney has been able to raise funds to repair his wheelchair and get the nutrition he needs, but needs to secure housing for himself. Give Rodney a HandUp. Onwards.