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Online Communities Haas Business School, September 20, 2007 1

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A presentation I gave on community management to Haas Business School in 2007.

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Online CommunitiesHaas Business School, September 20, 2007

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Byrne Reese

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• “Computer Scientist” (I hack)

• “Anthropologist” (I studied it once)

• Product Manager

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Why do OnlineCommunities Matter?

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Why do OnlineCommunities Matter?

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Collectively, we are smarter.

(most of the time)

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They give us a sense of belonging

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They give us a heightened sense of responsibility to one another

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They allow us to accomplish things we couldn’t accomplish on our own

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They bring

meaningto our lives

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Ok, so why do OnlineCommunities Matter?

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Community

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Communication

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• Community is how we get stuff done

• Community allows us to accomplish things greater then ourselves

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And from a product manager’s

view:

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• Allow us to connect with the audiences we care about

• Help build affinity for our products

• Foster greater product advocacy

• Provide us with valuable product feedback

Communities...

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Building Communities

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Communities are organisms

Communities are not things

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Community Biology

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Rule #1:Give them a place to

take root

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Or they might show up where you don’t want them

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Like in your backyard.

Or they might show up where you don’t want them

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Like in your backyard.When you are out of town.

Or they might show up where you don’t want them

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Keep in mind...

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Some environments are more suitable than others

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Where they take root may surprise you

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Helping Communities to Thrive

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Inputs &

Outputs

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INPUT

Information

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OUTPUT

(magic)

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OUTPUT

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Community Culture

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“The values, traditions, norms, customs, arts, history, folklore, and

institutions that a group of people share.”

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norms

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rules

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• Norms define what is acceptable and unacceptable

• Norms provide the means for the community to keep its members in check

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They allow you to step in and take action if necessary

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Stories from the Trenches

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Go with the flow

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Don’t force your communityto adapt to your product.

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Adapt your product to your community.

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Use communities strategically

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See Also: Giving Communities a Place to Grow

+ Ads =

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Don’t wait for communities to find their own home.

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Give them a place of your choosing to call home.

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Community is a feature

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Know how community can attract or repel

future customers and users

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vs.

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Things to be mindful of

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“If you build it, they will come.”

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Believe it or not, you are not God.Even in the communities you start.

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Remember: you are dealing with people who are emotionally invested

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• Be sensitive

• Be fair

• Be honest

• Be transparent

• Be humble

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And what ever you do...

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Don’t feed the Trolls64

Thank you.

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