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The Community Tools You Need (Can't Be Built)

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Lane Becker
Lane Becker

This document discusses building and managing online communities. It notes that communities are made up of people with different roles and norms. Successful community design considers people as most important, with design and scale also mattering. Iteration and finding a purpose are important. Questions to consider include what type of community is being built, who belongs, and whether it will be open or closed. Defining metrics for success like engagement, ideas, or evangelism can indicate if a community is thriving. Power must be handled carefully, and all initial assumptions may be wrong.

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The Community Tools You Need http://www.flickr.com/photos/caribb/
The Community Tools You Need Can’t Be Built http://www.flickr.com/photos/moviejulie/
http://www.flickr.com/photos/donsolo/
http://www.flickr.com/photos/pbo31/
http://www.flickr.com/photos/amagill/
Who remembers the Webmaster? http://www.flickr.com/photos/stephenr/
Where does community fit? http://www.flickr.com/photos/beglendc/
http://www.flickr.com/photos/cdm/
Group Exercise http://www.flickr.com/photos/icopythat/
http://www.flickr.com/photos/santos/
Digg
MySpace
Facebook
Friendster
Twitter
Epicurious
Slashdot
Threadless
LinkedIn
Craigslist
Scrapbooking
Wikipedia
http://www.flickr.com/photos/exlibris/
A group of people who have come together around common interests, in a defined space, around a shared social object.
Individuals inhabit different implied and stated roles, and are governed by different implied and stated rules.
Mechanisms exist for allowing these rules and norms to take form, and for enforcing them once they exist.
http://www.flickr.com/photos/jvk/
http://www.flickr.com/photos/28481088@N00/ Some Guidelines
PEOPLE MATTER http://www.flickr.com/photos/97831130@N00/
http://www.flickr.com/photos/emayoh/ They’re in charge.
Messy unpredictable complex http://www.flickr.com/photos/orangeacid/
DESIGN MATTERS http://www.flickr.com/photos/53611153@N00/
http://www.flickr.com/photos/usonian/
Church http://www.flickr.com/photos/95572727@N00/
Stadium http://www.flickr.com/photos/63197350@N00/
SCALE MATTERS http://www.flickr.com/photos/sillydog/
http://www.flickr.com/photos/oskay/ Iteration
http://www.flickr.com/photos/monkeyc/
Like gardening http://www.flickr.com/photos/johnpics/
http://www.flickr.com/photos/montanaraven/
Finding your purpose http://www.flickr.com/photos/gi/
What kind of community are you building? http://www.flickr.com/photos/34427466731@N01/
http://www.flickr.com/photos/papertrix/ Who belongs?
http://www.flickr.com/photos/badish/
Complimentary
Competitive
Collaborative
Combative
How heavy is your hand?
http://www.flickr.com/photos/darwinbell/ Who are you trying to keep out? Open or private?
Are you one community, or an entire network?
Outline Your Assumptions
Vast spectrum of possibilities • Public v. Private • Entirely self- contained or enabling • Commercial v. Non- behaviors outside commercial your environment? • Siloed v. part of a • Democratic v. larger ecosystem Dictatorial • Technical v. Non- technical http://www.flickr.com/photos/r80o/
http://www.flickr.com/photos/markhillary/ What does success look like?
http://www.flickr.com/photos/markhillary/ Defining metrics for success Define your success metrics http://www.flickr.com/photos/74471232@N00/
http://www.flickr.com/photos/sparr0/ Look for metrics that will act as effective proxies for success
What do you want? • Data quality • New product ideas • Data quantity • Regular community engagement • Tons of quot;eyeballsquot; • New business growth • Obsessive community engagement • Higher product sales • Identifying community evangelists • Selling more products to the same people • Better word of mouth
Team http://www.flickr.com/photos/curiouskiwi/
With great power... http://www.flickr.com/photos/gregoryh/
Oh and one last thing http://www.flickr.com/photos/shio/
EVERYTHING YOU'VE DECIDED SO FAR IS WRONG http://www.flickr.com/photos/monikahoinkis/
http://www.flickr.com/photos/blackbeltjones/
Lane Becker Email me at lane@getsatisfaction.com IM me at monstro9 on AIM Follow me on Twitter at /monstro Give me a call at 1-415-867-1708 Or just say hi in the hall http://www.flickr.com/photos/blackbeltjones/

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