“We must hang together or      we will hang separately”      - Benjamin Franklin                        How to Build an On...
Our Flight PlanFriday, August 10, 12
Our Flight Plan       11:30 - 11:35 Why Do This?Friday, August 10, 12
Our Flight Plan       11:30 - 11:35 Why Do This?       11:35 - 11:45 5 Easy PiecesFriday, August 10, 12
Our Flight Plan       11:30 - 11:35 Why Do This?       11:35 - 11:45 5 Easy Pieces       11:45 - 12:00 3 Laws of the Onlin...
Our Flight Plan       11:30 - 11:35    Why Do This?       11:35 - 11:45    5 Easy Pieces       11:45 - 12:00    3 Laws of ...
definition   Intro     “A group of people regularly     interacting online united by a     common activity or interest”Frid...
definition   Intro            “...and over time a sense of            connectedness develops.”Friday, August 10, 12
then   IntroFriday, August 10, 12
now   IntroFriday, August 10, 12
Tribes: Then and Now   IntroFriday, August 10, 12
Tribes: Then and Now         Intro                                   “mmm. best way                                  to hu...
Tribes: Then and Now         Intro                                   “mmm. best way                                  to hu...
Word                         of                        Mouth                            ...is timeless.Friday, August 10, 12
Word of Mouth   IntroFriday, August 10, 12
Word of Mouth   Intro                            time = years?Friday, August 10, 12
Word of Mouth   Intro                            time = years?                              time = instantFriday, August 1...
Why                        Do We                        Care?Friday, August 10, 12
Friday, August 10, 12
how do I harness the                          Force of online                           communities?Friday, August 10, 12
5 Easy                        PiecesFriday, August 10, 12
5                        Study ‘em                        Like a                        Science                        Exp...
4                           Build                         Something                        People Want                    ...
3                        Think About                        Your VillageFriday, August 10, 12
2                        Make It Easy                        to Find and                        Camp With                 ...
1                        Keep the Coals                        Burning Long                        Into the NightFriday, A...
Recap   TheoryFriday, August 10, 12
Recap   Theory           5. Study ‘Em (research)Friday, August 10, 12
Recap         Theory           5. Study ‘Em (research)           4. Build Value Around a Cause (passion)Friday, August 10,...
Recap         Theory           5. Study ‘Em (research)           4. Build Value Around a Cause (passion)           3. Plan...
Recap         Theory           5. Study ‘Em (research)           4. Build Value Around a Cause (passion)           3. Plan...
Recap         Theory           5. Study ‘Em (research)           4. Build Value Around a Cause (passion)           3. Plan...
3 LawsFriday, August 10, 12
Adoption   Theory      Diffusion of InnovationsFriday, August 10, 12
Growth   Theory                        Metcalfe’s LawFriday, August 10, 12
Growth   Theory                        Metcalfe’s LawFriday, August 10, 12
Growth   TheoryFriday, August 10, 12
Growth   TheoryFriday, August 10, 12
Growth   TheoryFriday, August 10, 12
Growth   TheoryFriday, August 10, 12
What Can                        We Predict?Friday, August 10, 12
90% are Lurkers                                       Contribute Occasionally                                             ...
back of the envelope             Theory                           100,000                           Potential Community Me...
Adoption   TheoryFriday, August 10, 12
back of the envelope   Theory                              2.5%                               Innovators                  ...
back of the envelope   TheoryFriday, August 10, 12
back of the envelope   Theory         2500                         1% Heavy                                     Contributo...
back of the envelope   TheoryFriday, August 10, 12
back of the envelope   Theory                               25                               Active                       ...
How                        To Do                          ItFriday, August 10, 12
Jocelyn Glei                        Editor in Chief                        2011 & 2012 Webby - Best Cultural Blog         ...
Jocelyn Glei                        Editor in Chief                        2011 & 2012 Webby - Best Cultural Blog         ...
Jocelyn Glei                        Editor in Chief                        2011 & 2012 Webby - Best Cultural Blog         ...
Jocelyn Glei                        Editor in Chief                        2011 & 2012 Webby - Best Cultural Blog         ...
Ashley Jablow                        Community MangerFriday, August 10, 12
Ashley Jablow                        Community Manger   1. Communities need managingFriday, August 10, 12
Ashley Jablow                        Community Manger   1. Communities need managing   2 ...But dont over-manage - communi...
Ashley Jablow                        Community Manger   1. Communities need managing   2 ...But dont over-manage - communi...
Vitaly Friedman                        Founder                        587K Twitter followers                        95K Fa...
Vitaly Friedman                        Founder                        587K Twitter followers                        95K Fa...
Vitaly Friedman                        Founder                        587K Twitter followers                        95K Fa...
Vitaly Friedman                        Founder                        587K Twitter followers                        95K Fa...
Vitaly Friedman                        FounderFriday, August 10, 12
Vitaly Friedman                        Founder     Bonus:Friday, August 10, 12
Vitaly Friedman                        Founder     Bonus:     “Its OK to have high standards. You might alienate some user...
Vitaly Friedman                        Founder     Bonus:     “Its OK to have high standards. You might alienate some user...
...Questions?Friday, August 10, 12
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How To Build an Online Community

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5 tips and examples from OpenIDEO, Behance's 99u, and Smashing Magazine's community managers

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How To Build an Online Community

  1. 1. “We must hang together or we will hang separately” - Benjamin Franklin How to Build an Online CommunityFriday, August 10, 12
  2. 2. Our Flight PlanFriday, August 10, 12
  3. 3. Our Flight Plan 11:30 - 11:35 Why Do This?Friday, August 10, 12
  4. 4. Our Flight Plan 11:30 - 11:35 Why Do This? 11:35 - 11:45 5 Easy PiecesFriday, August 10, 12
  5. 5. Our Flight Plan 11:30 - 11:35 Why Do This? 11:35 - 11:45 5 Easy Pieces 11:45 - 12:00 3 Laws of the Online WorldFriday, August 10, 12
  6. 6. Our Flight Plan 11:30 - 11:35 Why Do This? 11:35 - 11:45 5 Easy Pieces 11:45 - 12:00 3 Laws of the Online World 12:00 - 12:15 Tips From the Trenches...Friday, August 10, 12
  7. 7. definition Intro “A group of people regularly interacting online united by a common activity or interest”Friday, August 10, 12
  8. 8. definition Intro “...and over time a sense of connectedness develops.”Friday, August 10, 12
  9. 9. then IntroFriday, August 10, 12
  10. 10. now IntroFriday, August 10, 12
  11. 11. Tribes: Then and Now IntroFriday, August 10, 12
  12. 12. Tribes: Then and Now Intro “mmm. best way to hunt mammoths be...”Friday, August 10, 12
  13. 13. Tribes: Then and Now Intro “mmm. best way to hunt mammoths be...” The best way to hunt elk is...Friday, August 10, 12
  14. 14. Word of Mouth ...is timeless.Friday, August 10, 12
  15. 15. Word of Mouth IntroFriday, August 10, 12
  16. 16. Word of Mouth Intro time = years?Friday, August 10, 12
  17. 17. Word of Mouth Intro time = years? time = instantFriday, August 10, 12
  18. 18. Why Do We Care?Friday, August 10, 12
  19. 19. Friday, August 10, 12
  20. 20. how do I harness the Force of online communities?Friday, August 10, 12
  21. 21. 5 Easy PiecesFriday, August 10, 12
  22. 22. 5 Study ‘em Like a Science ExperimentFriday, August 10, 12
  23. 23. 4 Build Something People Want Around a CauseFriday, August 10, 12
  24. 24. 3 Think About Your VillageFriday, August 10, 12
  25. 25. 2 Make It Easy to Find and Camp With YouFriday, August 10, 12
  26. 26. 1 Keep the Coals Burning Long Into the NightFriday, August 10, 12
  27. 27. Recap TheoryFriday, August 10, 12
  28. 28. Recap Theory 5. Study ‘Em (research)Friday, August 10, 12
  29. 29. Recap Theory 5. Study ‘Em (research) 4. Build Value Around a Cause (passion)Friday, August 10, 12
  30. 30. Recap Theory 5. Study ‘Em (research) 4. Build Value Around a Cause (passion) 3. Plan Your Village (culture)Friday, August 10, 12
  31. 31. Recap Theory 5. Study ‘Em (research) 4. Build Value Around a Cause (passion) 3. Plan Your Village (culture) 2. Find and Camp Easily (frictionless)Friday, August 10, 12
  32. 32. Recap Theory 5. Study ‘Em (research) 4. Build Value Around a Cause (passion) 3. Plan Your Village (culture) 2. Find and Camp Easily (frictionless) 1. Stoke the Fires (grit)Friday, August 10, 12
  33. 33. 3 LawsFriday, August 10, 12
  34. 34. Adoption Theory Diffusion of InnovationsFriday, August 10, 12
  35. 35. Growth Theory Metcalfe’s LawFriday, August 10, 12
  36. 36. Growth Theory Metcalfe’s LawFriday, August 10, 12
  37. 37. Growth TheoryFriday, August 10, 12
  38. 38. Growth TheoryFriday, August 10, 12
  39. 39. Growth TheoryFriday, August 10, 12
  40. 40. Growth TheoryFriday, August 10, 12
  41. 41. What Can We Predict?Friday, August 10, 12
  42. 42. 90% are Lurkers Contribute Occasionally 9% Heavy Contributors 1% Never Contribute!! 90%Friday, August 10, 12
  43. 43. back of the envelope Theory 100,000 Potential Community MembersFriday, August 10, 12
  44. 44. Adoption TheoryFriday, August 10, 12
  45. 45. back of the envelope Theory 2.5% Innovators 2500Friday, August 10, 12
  46. 46. back of the envelope TheoryFriday, August 10, 12
  47. 47. back of the envelope Theory 2500 1% Heavy ContributorsFriday, August 10, 12
  48. 48. back of the envelope TheoryFriday, August 10, 12
  49. 49. back of the envelope Theory 25 Active ParticipantsFriday, August 10, 12
  50. 50. How To Do ItFriday, August 10, 12
  51. 51. Jocelyn Glei Editor in Chief 2011 & 2012 Webby - Best Cultural Blog 135K Twitter followers 1,000,000+ email subscribersFriday, August 10, 12
  52. 52. Jocelyn Glei Editor in Chief 2011 & 2012 Webby - Best Cultural Blog 135K Twitter followers 1,000,000+ email subscribers 1) Quality over quantityFriday, August 10, 12
  53. 53. Jocelyn Glei Editor in Chief 2011 & 2012 Webby - Best Cultural Blog 135K Twitter followers 1,000,000+ email subscribers 1) Quality over quantity 2) Dont use your social media channels solely as a marketing push.Friday, August 10, 12
  54. 54. Jocelyn Glei Editor in Chief 2011 & 2012 Webby - Best Cultural Blog 135K Twitter followers 1,000,000+ email subscribers 1) Quality over quantity 2) Dont use your social media channels solely as a marketing push. 3) Trust your users intelligence, and respond to their comments and concerns from that place. Friday, August 10, 12
  55. 55. Ashley Jablow Community MangerFriday, August 10, 12
  56. 56. Ashley Jablow Community Manger 1. Communities need managingFriday, August 10, 12
  57. 57. Ashley Jablow Community Manger 1. Communities need managing 2 ...But dont over-manage - community members must have the freedom, flexibility and sense of ownership of the platform to make it their own.Friday, August 10, 12
  58. 58. Ashley Jablow Community Manger 1. Communities need managing 2 ...But dont over-manage - community members must have the freedom, flexibility and sense of ownership of the platform to make it their own. 3. Balancing quality and quantity - we dont need or want everyone to join in, we just want the right people to join.Friday, August 10, 12
  59. 59. Vitaly Friedman Founder 587K Twitter followers 95K Facebook LikesFriday, August 10, 12
  60. 60. Vitaly Friedman Founder 587K Twitter followers 95K Facebook Likes 1. Create an environment which emphasizes respect and projects passion onto its users.Friday, August 10, 12
  61. 61. Vitaly Friedman Founder 587K Twitter followers 95K Facebook Likes 1. Create an environment which emphasizes respect and projects passion onto its users. 2. Its important to find right people who really love the project and make them moderators so they can lead the communityFriday, August 10, 12
  62. 62. Vitaly Friedman Founder 587K Twitter followers 95K Facebook Likes 1. Create an environment which emphasizes respect and projects passion onto its users. 2. Its important to find right people who really love the project and make them moderators so they can lead the community 3. Its important to create something like... tradition, so that members of the community have a sense of belonging together.Friday, August 10, 12
  63. 63. Vitaly Friedman FounderFriday, August 10, 12
  64. 64. Vitaly Friedman Founder Bonus:Friday, August 10, 12
  65. 65. Vitaly Friedman Founder Bonus: “Its OK to have high standards. You might alienate some users, but the community will be very strong and will have a lot in common.Friday, August 10, 12
  66. 66. Vitaly Friedman Founder Bonus: “Its OK to have high standards. You might alienate some users, but the community will be very strong and will have a lot in common. ....And thats something that every great community has at its core.”Friday, August 10, 12
  67. 67. ...Questions?Friday, August 10, 12

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