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A set of theories and exercises on Community Building developed for a workshop I gave at the Community 2.0 conference in Las Vegas.
Theory & strategy for community building
Deborah Schultzwww.deborahschultz.com
“technology changes, humans don’t”
Welcome
IntroductionsExpectations
Outline of the day
An Exercise
What Community
What does community mean to
you?
What did we learn?
Community Building
Important Concepts Collaboration Shared ideas, passions and
experiences Relationship building Room for divergent views Common language and knowledge,
dialog Social structure emerges organically
Key Concepts Common, shared purpose Interaction - must be easy Shared meaning Feelings of influence and
membership Authenticity - Intimacy Emergent structures
The birth of a community We just illustrated that:
Tacit and explicit theories drive our community strategy
Norming functions develop quickly There is an individual and group
collective Clustering is a natural evolution of
community
Case Studies
A critical analyses of existing
communitiesExercise II
Community Types - Broad Affiliation Circumstance Practice Elective vs non-elective
Three questions Review the community list we
created what do you think is the intention of this site?
Why do you think these examples are successful at community
How do they measure their success
Choose a Site to “Read” Flickr Ebay Quickbooks Sourceforge
Threadless Craigslist Amazon Vox
Lessons learned Community needs vary by type
Affiliation Circumstance Practice Elective vs non-elective
Elective affinity means we cannot mandate community
Create platforms of emergent community
Let’s get strategic
What would you do?
Exercise III
Answer these questions Who - are you designing for? What are you going to give
them? How are you going to tell them? How would you measure
success?
Three important rules Culture is based on your
theories Strategy varies greatly for
elective vs non-elective communities
A huge attitude shift is neededYou are now a partner and catalyst
Elements of Community Content Curation User Refined
Search Create &
consume The Live Web Value is rewarded
Co-creation Shared
experience Offline & online Participation Niche vs Mass Authenticity
This is not about technology
Things to Think About Define THE thing Shift your viewpoint What really drives
your audience? Give to get Be bold, be different Be a catalyst
Explore your assets Everyone is an
editor Be human Be an advocate Feed the beast Keep it simple Iterate iterate iterate
Made to Stick Chip & Dan HeathThe Starfish and the Spider
Ori Brofman & Rod Beckstrom
The Wisdom of Crowds James SuriowieckiCitizen Marketers Jackie Huba/Ben
McConellSeth Godin Pick oneCluetrain Manifesto Doc Searls, David
Weinberger, Chris Locke
Inspiration & “gut check” reading
Thanks for participating
Deborah Schultzwww.deborahschultz.com
Technology changes, humans don’t
