do we need a managament theory for community building?

@lars_kurth@xen_com_mgr

Lars KurthXen Community Manager

lars.kurth@xen.org

Do we need a Management Theory for Community Building?

Phrases that came up in earlier sessions!

“The Unwritten Rules that determine the Growth of Community”

“Let’s sprinkle a little Community Magic!”

This made me think: Community Developmentshould neither be Magic nor follow Unwritten Rules!

Renaissance of Community

More and more companies spend money on CommunityThere never have been so many Community Managers

Jono Bacon @ OSCON 2011coined the idea that Community Management is at the beginning

of its own Renaissance

So: Community is getting more important!

So what about Prior Art?

• A few good books• Lots of good presentations at open

source conferences and workshops• Much on Sociology and Community

BUT:• Too much focus on the mechanics, tools,

etc. of Open Source• Much on techniques that help solve

point problems

http://www.theopensourceway.org/book/Etc.

What is missing?

What is missing is the big simple pictureA simple management theory/metaphor of community development

Needs to unify existing knowledge

And cover – People to people interactions – Marketing theories and the impact of social media – The mechanics of Open Source (tools, licensing, mechanics, etc.)– When does it make sense for corporations to invest in Community?

Funnels: Example of an Idea that can help!

Sales and marketing uses the idea of a “Funnel” as a systematic model to selling a product or service

The basic structure could be adapted to visualizing the growth of an Open Source Community

Also works for Freemium business models and social media communities

@lars_kurth@xen_com_mgr

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Social & Media Buzz

Event Presence

Website Presence

User Experience

Recognition

Rewards Governance

Business Opportunities

Perceived Momentum

Community Activity

Values

Documentation PartnershipsVolunteer Programs

Partnerships & Support

Eco-system (Tooling, Projects, Services)

Activities Supporting or SlowingCommunity Development

Measure, how well you are doing

Other Disciplines that may Help!

Change ManagementOther Marketing TheoriesFunnels could be connected to Strategy Maps & Balanced Score Cards

Probably there are lots more

So do we need a Management Theoryfor Community?I think so!My job would become easier!

If you are interested in developing these ideas get in touch:

lars.kurth@xen.org@lars_kurth

@xen_com_mgr