Tara Hunt @ FOWA Feb 07

Slide 1: building online communities Tara ‘miss rogue’ Hunt, Citizen Agency

Slide 2: summary

Slide 3: summary 1. What makes a community?

Slide 4: summary 1. What makes a community? 2. Examples of communities

Slide 5: summary 1. What makes a community? 2. Examples of communities 3. Common community themes

Slide 6: summary 1. What makes a community? 2. Examples of communities 3. Common community themes 4. Setting fertile ground for your own community

Slide 7: What makes a community?

Slide 8: community Community can include the dimensions of geographic location, psychological ties and/or people working together toward a common goal.

Slide 9: virtual community A virtual space supported by computer-based information technology, centered upon communication and interaction of participants to generate member-driven content, resulting in relationships being built up. (Lee & Vogel, 2003)

Slide 10: characteristics of a virtual community

Slide 11: characteristics of a virtual community • personal homepage/profile (ie. url.com/ people/missrogue)

Slide 12: characteristics of a virtual community • personal homepage/profile (ie. url.com/ people/missrogue) • personal content creation

Slide 13: characteristics of a virtual community • personal homepage/profile (ie. url.com/ people/missrogue) • personal content creation • ability to interact with others’ content

Slide 14: characteristics of a virtual community • personal homepage/profile (ie. url.com/ people/missrogue) • personal content creation • ability to interact with others’ content • ability to ‘friend’ and share content

Slide 15: succession

Slide 16: succession visitor

Slide 17: succession visitor

Slide 18: succession visitor customer

Slide 19: succession visitor customer

Slide 20: succession community visitor customer member

Slide 21: benefits of community

Slide 22: benefits of community • heightened customer loyalty

Slide 23: benefits of community • heightened customer loyalty • self-policing

Slide 24: benefits of community • heightened customer loyalty • self-policing • amplified word of mouth

Slide 25: benefits of community • heightened customer loyalty • self-policing • amplified word of mouth • better feedback

Slide 26: benefits of community • heightened customer loyalty • self-policing • amplified word of mouth • better feedback • stronger & more interesting filters on content

Slide 27: Examples of communities

Slide 28: 3 levels of community

Slide 29: 3 levels of community 1. Lightweight Social Processes

Slide 30: 3 levels of community 1. Lightweight Social Processes 2. Collaborative Information Structures

Slide 31: 3 levels of community 1. Lightweight Social Processes 2. Collaborative Information Structures 3. High End Collaboration

Slide 32: lightweight social processes Low-barrier social involvement like voting and the recording of personal participation.

Slide 33: lightweight social processes Low-barrier social involvement like voting and the recording of personal participation. • DIGG

Slide 34: lightweight social processes Low-barrier social involvement like voting and the recording of personal participation. • DIGG • Last.fm

Slide 35: lightweight social processes Low-barrier social involvement like voting and the recording of personal participation. • DIGG • Last.fm • Craigslist

Slide 36: lightweight social processes Low-barrier social involvement like voting and the recording of personal participation. • • DIGG Del.icio.us • Last.fm • Craigslist

Slide 37: lightweight social processes Low-barrier social involvement like voting and the recording of personal participation. • • DIGG Del.icio.us • • Last.fm Amazon • Craigslist

Slide 38: lightweight social processes Low-barrier social involvement like voting and the recording of personal participation. • • DIGG Del.icio.us • • Last.fm Amazon • • Craigslist Netvibes

Slide 39: collaborative information structures Core product enhanced by a social component, deeper participation to interact.

Slide 40: collaborative information structures Core product enhanced by a social component, deeper participation to interact. • Flickr

Slide 41: collaborative information structures Core product enhanced by a social component, deeper participation to interact. • Flickr • YouTube

Slide 42: collaborative information structures Core product enhanced by a social component, deeper participation to interact. • Flickr • YouTube • Threadless

Slide 43: collaborative information structures Core product enhanced by a social component, deeper participation to interact. • • Flickr Facebook • YouTube • Threadless

Slide 44: collaborative information structures Core product enhanced by a social component, deeper participation to interact. • • Flickr Facebook • • YouTube Odeo • Threadless

Slide 45: collaborative information structures Core product enhanced by a social component, deeper participation to interact. • • Flickr Facebook • • YouTube Odeo • • Threadless Developer networks

Slide 46: high end collaboration Groups utilizing systems to make sense and share complex materials and data.

Slide 47: high end collaboration Groups utilizing systems to make sense and share complex materials and data. • Wikipedia

Slide 48: high end collaboration Groups utilizing systems to make sense and share complex materials and data. • Wikipedia • Lostpedia

Slide 49: high end collaboration Groups utilizing systems to make sense and share complex materials and data. • Open Source • Wikipedia projects • Lostpedia

Slide 50: high end collaboration Groups utilizing systems to make sense and share complex materials and data. • Open Source • Wikipedia projects • Lostpedia • Couchsurfing

Slide 52: 3 levels of community 1. Lightweight Social Processes 2. Collaborative Information Structures 3. High End Collaboration

Slide 53: Common community themes

Slide 54: communities studied

Slide 55: communities studied • Flickr - photo sharing community

Slide 56: communities studied • Flickr - photo sharing community • Twitter - sms community

Slide 57: communities studied • Flickr - photo sharing community • Twitter - sms community • Wordpress - developer community

Slide 58: communities studied • Flickr - photo sharing community • Twitter - sms community • Wordpress - developer community • Threadless - art-based apparel community

Slide 59: communities studied • Flickr - photo sharing community • Twitter - sms community • Wordpress - developer community • Threadless - art-based apparel community • BarCamp - geek conference community

Slide 60: common themes

Slide 61: common themes • sense of fun/play

Slide 62: common themes • sense of fun/play • keeping the dialogue going

Slide 63: common themes • sense of fun/play • keeping the dialogue going • “wouldn’t it be awesome if...” development

Slide 64: common themes • sense of fun/play • keeping the dialogue going • “wouldn’t it be awesome if...” development • maximized the power of word of mouth

Slide 65: more common themes

Slide 66: more common themes • simple platforms for building on

Slide 67: more common themes • simple platforms for building on • compelling stories

Slide 68: more common themes • simple platforms for building on • compelling stories • rewarding of community members

Slide 69: “Have Fun” • Founders having fun, very public about the necessity of fun (the necessity to enjoy one’s work)

Slide 74: “I just wanted to create a company that would be as much fun and as fulfilling as possible. Fun in work to me means a lot of freedom, and ton of creativity, working with people I respect and like, and pursuing ideas that are just crazy enough to work. I don't want to have to worry about getting buy-in from executives or a board, raising money, worrying about investor's perceptions, or cashing out.” ~ Ev, Twitter ~

Slide 75: “Have Fun” • Playful messaging and images on the site

Slide 76: twitter’s 404 message

Slide 78: wordpress

Slide 79: wordpress

Slide 81: keeping the dialogue going

Slide 82: keeping the dialogue going • Personal use of the product

Slide 83: Twitter

Slide 84: keeping the dialogue going

Slide 85: keeping the dialogue going • Involved personally in customer support

Slide 86: Wordpress

Slide 87: Wordpress From the Future of Web Apps in San Francisco:

Slide 88: Wordpress From the Future of Web Apps in San Francisco: “I can’t emphasize enough how important it is to answer your own customer support emails.”

Slide 89: Wordpress From the Future of Web Apps in San Francisco: “I can’t emphasize enough how important it is to answer your own customer support emails.” - Matt Mullenweg

Slide 90: keeping the dialogue going

Slide 91: keeping the dialogue going • Greeting new customers & introducing them to others

Slide 92: Flickr

Slide 93: Flickr “The Flickr team spent a lot of time greeting every user that came to the site, offering them help on how to get engaged with the rest of the community....online community-building is just like being the host of the party - if guests come to a party, and they don't know anyone...they'll leave.”

Slide 94: Flickr “The Flickr team spent a lot of time greeting every user that came to the site, offering them help on how to get engaged with the rest of the community....online community-building is just like being the host of the party - if guests come to a party, and they don't know anyone...they'll leave.” ~ from Christine.net ~

Slide 95: “wouldn’t it be awesome if...” • Take an experimental approach to development

Slide 96: Threadless

Slide 97: Threadless “We basically make all of our decisions to work on a new project after we hear the phrase, “Wouldn’t it be awesome if...” It doesn’t mean everything works, but many things do” ~ Jake, Threadless ~

Slide 98: BarCamp

Slide 99: BarCamp “Everyone was complaining that they hadn’t been invited to FOO Camp, but we thought, “Wouldn’t it be awesome to just have our own?” Nobody thought we could do it. We had 6 days. No location. No people. No food. But it didn’t matter. If it was just the 6 of us in my living room, it would be great.” ~ Chris, BarCamp ~

Slide 100: “wouldn’t it be awesome if...” • Throw away the business plan and learn to embrace the chaos

Slide 101: Flickr

Slide 102: Flickr \"We started the company that produced Flickr to build an online game. Flickr was a side project. It got more popular and then it took over the whole company but it certainly wasn't what we intended to do, so there wasn't any real business plan when we started.\" ~ Stewart, Flickr ~

Slide 103: Google

Slide 104: Google “The Googley Approach to Business \"It's a place where failure coexists with triumph , and ideas bubble up from lightly supervised engineers, none of whom wory too much about their projects ever making money.\"” from Fortune Magazine Article, \"Chaos at Google\"

Slide 105: the power of word of mouth

Slide 106: the power of word of mouth • Built-in a variety of ways to share early on: blog, rss, copy & paste urls (Flickr)

Slide 107: the power of word of mouth • Built-in a variety of ways to share early on: blog, rss, copy & paste urls (Flickr) • Participants are media creators: podcasting, blogging, irc, wiki, etc. (BarCamp)

Slide 108: the power of word of mouth • Built-in a variety of ways to share early on: blog, rss, copy & paste urls (Flickr) • Participants are media creators: podcasting, blogging, irc, wiki, etc. (BarCamp) • Instead of adding more features, added more on-ramps: jabber, email, web-based, etc. (Twitter)

Slide 109: involving community in decisions

Slide 110: involving community in decisions • Listen to your users & be flexible (Flickr)

Slide 111: involving community in decisions • Listen to your users & be flexible (Flickr) • Let the community create the content & make the decisions (Threadless)

Slide 112: involving community in decisions • Listen to your users & be flexible (Flickr) • Let the community create the content & make the decisions (Threadless) • Put the audience in charge (BarCamp)

Slide 113: simple platforms to build on • Google Maps versus Yahoo! Maps

Slide 117: simple platforms to build on

Slide 118: simple platforms to build on • Building blocks [by Tantek Çelik]

Slide 119: simple platforms to build on • Building blocks [by Tantek Çelik] • Tools, resources, or techniques

Slide 120: simple platforms to build on • Building blocks [by Tantek Çelik] • Tools, resources, or techniques • Built by experts

Slide 121: simple platforms to build on • Building blocks [by Tantek Çelik] • Tools, resources, or techniques • Built by experts • Usable by non-experts

Slide 122: simple platforms to build on • Building blocks [by Tantek Çelik] • Tools, resources, or techniques • Built by experts • Usable by non-experts • Combine with other building blocks

Slide 123: simple platforms to build on • Building blocks [by Tantek Çelik] • Tools, resources, or techniques • Built by experts • Usable by non-experts • Combine with other building blocks • Build larger blocks from smaller blocks

Slide 124: simple platforms to build on

Slide 125: simple platforms to build on • Make your platform simple and extensible (Wordpress)

Slide 126: simple platforms to build on • Make your platform simple and extensible (Wordpress) • Provide a simple, but rich API (Flickr)

Slide 127: simple platforms to build on • Make your platform simple and extensible (Wordpress) • Provide a simple, but rich API (Flickr) • Keep it simple and document it openly (BarCamp)

Slide 128: simple platforms to build on • Make your platform simple and extensible (Wordpress) • Provide a simple, but rich API (Flickr) • Keep it simple and document it openly (BarCamp) • Focus on one function well (Twitter)

Slide 129: simple platforms to build on • Make your platform simple and extensible (Wordpress) • Provide a simple, but rich API (Flickr) • Keep it simple and document it openly (BarCamp) • Focus on one function well (Twitter) • Keep it to the torso (Threadless)

Slide 130: compelling stories

Slide 131: compelling stories • Twitter (the birth of Obvious)

Slide 132: compelling stories • Twitter (the birth of Obvious) • Flickr (GNE to photo sharing)

Slide 133: compelling stories • Twitter (the birth of Obvious) • Flickr (GNE to photo sharing) • Wordpress (Matt, the wonder kid)

Slide 134: compelling stories • Twitter (the birth of Obvious) • Flickr (GNE to photo sharing) • Wordpress (Matt, the wonder kid) • Threadless (Jake and Jake just loved art)

Slide 135: compelling stories • Twitter (the birth of Obvious) • Flickr (GNE to photo sharing) • Wordpress (Matt, the wonder kid) • Threadless (Jake and Jake just loved art) • BarCamp (6 days, no resources, story of will)

Slide 136: community rewards

Slide 137: community rewards • Flickr: free pro accounts, anniversary parties, schwag

Slide 138: community rewards • Flickr: free pro accounts, anniversary parties, schwag • Twitter: featured members, blogging

Slide 139: community rewards • Flickr: free pro accounts, anniversary parties, schwag • Twitter: featured members, blogging • Wordpress: featuring developers

Slide 140: community rewards • Flickr: free pro accounts, anniversary parties, schwag • Twitter: featured members, blogging • Wordpress: featuring developers • Threadless: as they make more $$, so do their artists

Slide 141: community rewards • Flickr: free pro accounts, anniversary parties, schwag • Twitter: featured members, blogging • Wordpress: featuring developers • Threadless: as they make more $$, so do their artists • BarCamp: more privileges as leaders emerge

Slide 142: Setting fertile ground for your own community

Slide 143: motivation

Slide 144: motivation \"What keeps them logging in as a regular part of their routine? Because there is a benefit to the person that makes a real difference in their lives....if it helps you find your next job, or connects you with a new friend, or fulfills that need to have good conversation with a bunch of bright people, then it becomes a real bargain.\" ~ John Coate, Cyberspace Innkeeping: Building Online Community, 1993

Slide 145: sense of community

Slide 146: sense of community 1. Feelings of membership

Slide 147: sense of community 1. Feelings of membership 2. Feelings of influence

Slide 148: sense of community 1. Feelings of membership 2. Feelings of influence 3. Integration and fulfillment of needs

Slide 149: sense of community 1. Feelings of membership 2. Feelings of influence 3. Integration and fulfillment of needs 4. Shared emotional connection

Slide 150: sense of community 1. Feelings of membership 2. Feelings of influence 3. Integration and fulfillment of needs 4. Shared emotional connection (McMillan and Chavis, 1986)

Slide 151: feelings of membership

Slide 152: feelings of membership • arise from the creation of community boundaries

Slide 153: feelings of membership • arise from the creation of community boundaries • perception of emotional safety

Slide 154: feelings of membership • arise from the creation of community boundaries • perception of emotional safety • sense of belonging to and identification with

Slide 155: feelings of membership • arise from the creation of community boundaries • perception of emotional safety • sense of belonging to and identification with • use of common symbols, language, etc.

Slide 156: feelings of membership

Slide 157: feelings of membership • includes: personal profile pages, 'friending', defining groups within the larger group (groups), invitations to groups

Slide 158: feelings of membership • includes: personal profile pages, 'friending', defining groups within the larger group (groups), invitations to groups • allow for lots of personal & group expression

Slide 159: feelings of membership • includes: personal profile pages, 'friending', defining groups within the larger group (groups), invitations to groups • allow for lots of personal & group expression • greet new members and introduce them to others with similar interests

Slide 160: feelings of influence

Slide 161: feelings of influence • being able to influence group (voice heard)

Slide 162: feelings of influence • being able to influence group (voice heard) • being able to be influenced by group (learning)

Slide 163: feelings of influence • being able to influence group (voice heard) • being able to be influenced by group (learning) • feedback responsiveness

Slide 164: feelings of influence • being able to influence group (voice heard) • being able to be influenced by group (learning) • feedback responsiveness • rule enforcement and creation by members

Slide 165: feelings of influence • being able to influence group (voice heard) • being able to be influenced by group (learning) • feedback responsiveness • rule enforcement and creation by members • maintenance of norms within the group

Slide 166: feelings of influence

Slide 167: feelings of influence • includes: forums, chat, comments, blogging, personalized mail

Slide 168: feelings of influence • includes: forums, chat, comments, blogging, personalized mail • create many ways in which members can connect and platforms for expression

Slide 169: integration and fulfillment of needs

Slide 170: integration and fulfillment of needs • feeling of being supported by others

Slide 171: integration and fulfillment of needs • feeling of being supported by others • rewards of being a member, such as status, expertise

Slide 172: integration and fulfillment of needs • feeling of being supported by others • rewards of being a member, such as status, expertise • shared values

Slide 173: integration and fulfillment of needs • feeling of being supported by others • rewards of being a member, such as status, expertise • shared values • feeling of competence within group

Slide 174: maslow’s hierarchy of needs

Slide 175: maslow’s hierarchy of needs 1. Physiological

Slide 176: maslow’s hierarchy of needs 1. Physiological 2. Security/Safety

Slide 177: maslow’s hierarchy of needs 1. Physiological 2. Security/Safety 3. Social

Slide 178: maslow’s hierarchy of needs 1. Physiological 2. Security/Safety 3. Social 4. Self-Esteem/Ego

Slide 179: maslow’s hierarchy of needs 1. Physiological 2. Security/Safety 3. Social 4. Self-Esteem/Ego 5. Self-Actualization

Slide 180: integration and fulfillment of needs

Slide 181: integration and fulfillment of needs • includes: status rewards, featuring members, vips, karma points, etc.

Slide 182: integration and fulfillment of needs • includes: status rewards, featuring members, vips, karma points, etc. • 'in crowd' knowledge - acorns, tricks, traditions & rituals

Slide 183: shared emotional connection

Slide 184: shared emotional connection • relationships, shared history & experience

Slide 185: shared emotional connection • relationships, shared history & experience • high quality, frequent interaction

Slide 186: shared emotional connection • relationships, shared history & experience • high quality, frequent interaction • discrete/shared events/history and crisis

Slide 187: shared emotional connection • relationships, shared history & experience • high quality, frequent interaction • discrete/shared events/history and crisis • personal investment of time and resources

Slide 188: shared emotional connection • relationships, shared history & experience • high quality, frequent interaction • discrete/shared events/history and crisis • personal investment of time and resources • the effect of honor and humiliation

Slide 189: shared emotional connection • relationships, shared history & experience • high quality, frequent interaction • discrete/shared events/history and crisis • personal investment of time and resources • the effect of honor and humiliation • spiritual bonds

Slide 190: shared emotional connection

Slide 191: shared emotional connection • can't be created, but shared experiences with members can help (continual, deep interaction with community)

Slide 192: shared emotional connection • can't be created, but shared experiences with members can help (continual, deep interaction with community) • offline meetups, celebrations and developer days help

Slide 194: in conclusion

Slide 195: in conclusion Fostering healthy communities is complicated, time consuming and requires dedication to your members, but the rewards are high and long term.

Slide 196: in conclusion Fostering healthy communities is complicated, time consuming and requires dedication to your members, but the rewards are high and long term.

Slide 197: licensing:

Slide 198: Photo of Matt Mullenweg: http://www.flickr.com/photos/jluster/3392263/ Slide with Photos from Threadless CommunityNext presentation Kitty on Twitter Shot from Twitter.com/error Flickr’s Clogged tubes screenshot of my own Hello Dolly! Album cover: Wikipedia Cute dog waiting: http://www.flickr.com/photos/itsgreg/90724994/ Thanks to: Chris Messina (for all sorts of stuff), Blaine Cook (Twitter), Stewart Butterfield (Flickr), Jake & Jeffrey (Threadless), Matt Mullenweg (Wordpress), Léon van Gurp (Masters Thesis Student in the Netherlands, who pointed me to some of these resources), David Weinberger (whose O.J. quote I probably stole used), PARC’s amazing research on collaborative networks, and everyone who reads my blog and helps me through these lessons daily.