Community, by Design
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18-Sep-2014 -
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Transcript of Community, by Design
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http://www.flickr.com/photos/pbo31/
Community, by Design
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10:00-11:0011:00-1:002:00-3:003:30-5:00
IntroductionPlan (+ break)PlantGrow
http://www.flickr.com/photos/fortphoto/1760774664/
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http://www.flickr.com/photos/blackbeltjones/
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http://www.flickr.com/photos/xctmx/
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http://www.flickr.com/photos/amagill/
What is this... community?
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http://www.flickr.com/photos/stephenr/
Latter-dayWebmaster
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http://www.flickr.com/photos/piotrzurek/
Where do you fit in?
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http://www.flickr.com/photos/cdm/
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Let’s do an exercise!
http://www.flickr.com/photos/icopythat/
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http://www.flickr.com/photos/santos/
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But what about...
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Digg
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MySpace
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Friendster
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Epicurious
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Fark
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Threadless
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Craigslist
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Scrapbooking
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Wikipedia
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http://www.flickr.com/photos/sookie/
Our Assumptions
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http://www.flickr.com/photos/exlibris/
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A group of people who have come together
around common interests, in a defined
space, around a shared social object.
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Individuals inhabit different implied and stated roles, and are governed by different
implied and stated rules.
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Mechanisms exist for allowing these rules and norms to take form, and for enforcing them once
they exist.
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http://www.flickr.com/photos/jvk/
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SomeGuidelines
http://www.flickr.com/photos/28481088@N00/
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http://www.flickr.com/photos/97831130@N00/
You’re not really in charge.
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http://www.flickr.com/photos/emayoh/
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http://www.flickr.com/photos/orangeacid/
MessyUnpredictable
Complex
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http://www.flickr.com/photos/53611153@N00/
Design matters.
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http://www.flickr.com/photos/usonian/
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http://www.flickr.com/photos/95572727@N00/
Church
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http://www.flickr.com/photos/63197350@N00/
Stadium
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http://www.flickr.com/photos/sillydog/
Needs change over
time.
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Iteration
http://www.flickr.com/photos/oskay/
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http://www.flickr.com/photos/monkeyc/
Patience
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ExamplesExamplesExamples
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http://www.flickr.com/photos/coincoyote/
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http://www.flickr.com/photos/powi/
1) Planning the garden
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http://www.flickr.com/photos/powi/
2) Planting the garden
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http://www.flickr.com/photos/johnpics/
3) Growing the garden
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http://www.flickr.com/photos/slagheap/
Group Exercises
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http://www.flickr.com/photos/montanaraven/
PART 1: PLAN YOUR GARDEN
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Purpose
http://www.flickr.com/photos/gi/
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What kind of community are you
building?
http://www.flickr.com/photos/34427466731@N01/
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Is your space a community, or a
network?
http://www.flickr.com/photos/76761958@N00/
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http://www.flickr.com/photos/51896201@N00/
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Complimentary
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Competitive
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Collaborative
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Combative
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Your Assumptions
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http://www.flickr.com/photos/7218188@N07/
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How heavyis your hand?
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http://www.flickr.com/photos/pbo31/
Good fences make good neighbors
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Open or private?
http://www.flickr.com/photos/darwinbell/
Who are we trying to keep out?
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• Where are you on these spectrums?
Some either-ors to consider
Where are you on the following spectrums?
http://www.flickr.com/photos/andreiz/
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Private versus Public?
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Commercialversus
non-commercial?
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Siloed versus part of a larger network or
ecosystem?
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Community exist entirely within your site versus enable behaviors
outside your site?
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Democratic versus dictatorial?
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Technical versusnon-technical?
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http://www.flickr.com/photos/slagheap/
Group Exercise!
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• Private versus public
• Commercial versus non-commercial
• Siloed or part of a larger ecosystem
• Entirely your own or enabling outside behaviors
• Technical versus non-technical
• Democratic versus dictatorial
Where do you fall?
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Metrics for Success
http://www.flickr.com/photos/markhillary/
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• You will be judged on some set of criteria
• It's better if you're the one who has defined these criteria
• And you're more likely to deliver on that, too, if it's in line with your desires
This is hard but IMPORTANT
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Look for metrics that will act as effective
proxies for your idea of success
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So, what do you want?
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• Great data
• Tons of "eyeballs"
• New business growth
• Higher product sales
• Selling more products to the same people
• New product ideas
So, what do you want?
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• Great data
• Tons of "eyeballs"
• New business growth
• Higher product sales
• Selling more products to the same people
• New product ideas
So, what do you want?
• Regular community engagement
• Obsessive community engagement
• Identifying community evangelists
• Better word of mouth
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Growth above all!
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http://www.flickr.com/photos/slagheap/
Group Exercise!
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What are the success metrics for your
community?
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Yet more decisions to make
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Technology
http://www.flickr.com/photos/7493873@N02/
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http://www.flickr.com/photos/curiouskiwi/
Team
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Chief Community Officer,Community Manager, everybody else, too
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How does your community team
interact with other team members?
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Oh and one last thing...
http://www.flickr.com/photos/shio/
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EVERYTHING YOU'VE DECIDED SO FAR IS
WRONG
http://www.flickr.com/photos/monikahoinkis/
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Get comfortable with the fact that most of
your decisions will need to change
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PLANT YOUR GARDEN
http://www.flickr.com/photos/all_in_perspective/
PART 2:
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Launched! Now what?
http://www.flickr.com/photos/33933559@N00/
Now what?
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Don’t look likea graveyard
http://www.flickr.com/photos/morgantepsic/204906010/sizes/l/
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• How do you get the word out?
• Who shows up first?
• Identifying and recruiting first users
How do youget the
word out?
http://www.flickr.com/photos/obie/
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Have a hook
http://www.flickr.com/photos/jurek_durczak/
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Get Active(and get activity)
http://www.flickr.com/photos/jon_marshall/
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Be your site’s biggest user
http://www.flickr.com/photos/28481088@N00/
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http://www.flickr.com/photos/76812994@N00/
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Add apersonal
touch
http://www.flickr.com/photos/margolove/
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http://www.flickr.com/photos/trushu/
Give them a taste
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Give early adopters a sense of ownership
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Seed wisely
http://www.flickr.com/photos/28481088@N00/
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Dealwith
feedback
http://www.flickr.com/photos/hebe/
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Blog it!
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http://www.flickr.com/photos/slagheap/
Group Exercise!
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Community Guidelines
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Do:• Use a human tone
• Be clear and rational
• Make it clear where the lines are
• Make it clear where your authority lies
• Explain how and why people will get removed from the system
• Get the lawyers involved
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Don’t:
• Let the lawyers run the show
• Be vague or noncommittal
• Let this one go until after you’ve launched
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Our favorite: Flickr
http://www.flickr.com/guidelines.gne
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Our favorite: Flickr
http://www.flickr.com/guidelines.gne
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EVERYTHING YOU'VE DECIDED SO FAR IS
WRONG
http://www.flickr.com/photos/monikahoinkis/