Theory & Strategy for Community Building

Download Theory & Strategy for Community Building

Post on 11-Aug-2014




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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 Schultz technology changes, humans dont Welcome Introductions Expectations Outline of the day What Community What does community mean to you? An Exercise 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 communities Exercise 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 Lets 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 needed You 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 Inspiration & gut check reading Cluetrain Manifesto Seth Godin Citizen Marketers The Wisdom of Crowds The Starfish and the Spider Made to Stick Doc Searls, David Weinberger, Chris Locke Pick one Jackie Huba/Ben McConell James Suriowiecki Ori Brofman & Rod Beckstrom Chip & Dan Heath Thanks for participating Deborah Schultz [email_address] Technology changes, humans dont


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