Designing Communities101507

Designing and Enabling Communities Christina Wodtke PublicSquare | http://www.publicsquarehq.com

You What do you want?

Jargon Check
Social Media
Social Software
The Social Web
The Social Graph
Communities
Web 2.0
UGC
Twitter
Facebook
LinkedIn
MySpace
Flickr

What is community, really?

Social XXX
Usenet
Forums
Email
Mailing lists
Groupware
Social Networks Services
Social Software
Social Media
Social Software can be loosely defined as software which supports, extends, or derives added value from, human social behavior - message-boards, musical taste-sharing, photo-sharing, instant messaging, mailing lists, social networking.

Credit Tim O’Reilly

David Armano: graphic Tim O’Reilly quote and list

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)

Webb/Butterfield/Smith Model Based on Matt Webb , Stewart Butterfield ’s and Gene Smith’s writings

The Social Web is a digital space where data about human interactions is as important as other data types for providing value Community is when those humans care about each other.

Where is all this happening?

Where does community happen?
Blogs
LiveJournal, Blogger, Typepad, WordPress
Wikis
JotSpot (Google), Wikispaces
Social Networks
Facebook, Twitter, LinkedIn,
Social Media
Ohmynews, Newsvine, Flickr
But not so much in
Tagging & Social Bookmarks
del.ico.us
Social Filtering
Digg, Reddit, StumbledUpon

When do I have to do something about all this?

When? Are you waiting for Web 4.0?

Credits: Tim O’Reilly’s The Facebook Application Platform and compete, a a site for web metrics

MySpace: 170 million unique users
Blogger: 18.5 million unique users
Classmates: 12.9 million unique users
YouTube: 12.5 million unique users (65.000 uploads a day)
MSN Groups: 10.6 million unique users
55% of US teenagers use social networking sites

Now No time like the present

Trebor Scholz http://collectivate.net

8 days after a video was posted showing how to pick the lock in 30 seconds using a pen Kryptonite recalled 380,000 locks

Your users have something to tell you. If you don’t give them a way to communicate, they will find one. Trebor Scholz http://collectivate.net

“ I could go on with the benefits of building relationships rather than SEO campaigns, such as:
Longevity and customer retention, not to mention repeat customers
Bug tracking and community policing (ie. Flickr’s ‘Flag this photo as “may offend”?’)
Amplified word of mouth
Built in market research
Buying ads is bloody expensive”
Tara Hunt

Joshua Porter
“HOLD ON A SEC...are social features economically viable?
Direct contact with people who make you successful
Amplify customer opinion
Data, data, and more data
Reduce support costs
Engender Trust to form lasting relationships”

Psychology Reference: bokardo.com

The Social Web is built here, from love and esteem

O’Reilly Report on Facebook The Facebook Application Platform

Motivation for hours (and hours and hours) of work

Motivations
Social connectedness
Psychological well-being
Gratification
Material gain

Kollock’s 4 Motivations for Contributing
Reciprocity
Reputation
Increased sense of efficacy
Attachment to and need of a group

Reciprocity

What's the motivation of behind these people actually interacting and participating? … people want to share with the community what they believe to be important …. and they want to see their name in lights. They want to see their little icon on the front page, their username on the front page, so other people can see it. Reputation

Increased sense of efficacy

Attachment to and need of a group

The New Third Place?
“ All great societies provide informal meeting places, like the Forum in ancient Rome or a contemporary English pub. But since World War II, America has ceased doing so. The neighborhood tavern hasn't followed the middle class out to the suburbs...” -- Ray Oldenburg

Pro VS Con
Pleasure of creation
New friendships, romance
Share their life experience
Archive their memories
Effective job hunting (weak ties research)
Contribute to the greater good
Social enjoyment
Maximum convenience
Intrusion into the Personal
Market research, Ads, content swindled away
Commodification of intimacy (dating sites)
Spam
Collective intelligence reinforces mob behavior
It’s good to go outside
Ease of contact on SNs may erode social skills

Marketing Sneaks In

"The debate keeps getting framed as if the only true alternative were to opt out of media altogether and live in the woods, eating acorns and lizards and reading only books published on recycled paper by small alternative presses" Convergence Culture , Henry Jenkins Tim O’Reilly’s Hippies.

Strategize a community exercise Presence Conversations Sharing Relationships Groups Reputation Identity

“ Strategy is knowing what not to do” Michael Porter

Break... please be back at 2:45 pm...

Webb/Butterfield/Smith Model Based on Matt Webb , Stewart Butterfield ’s and Gene Smith’s writings

1.) If you were going to build a piece of social software to support large and long-lived groups, what would you design for? The first thing you would design for is handles the user can invest in. Clay Shirky, A Group Is Its Own Worst Enemy http://shirky.com/writings/group_enemy.html

Identity
Identity
Avatar
Profile
Activity
Collections

Identity is Context Based Facebook- Personal LinkedIN - Professional

Presence

Presence
Presence
Status
History
Statistics
Signs of Life
Company

2.) Second, you have to design a way for there to be members in good standing. Have to design some way in which good works get recognized. The minimal way is, posts appear with identity. You can do more sophisticated things like having formal karma or "member since."

Reputation

Relationships

3.) Three, you need barriers to participation. This is one of the things that killed Usenet. You have to have some cost to either join or participate , if not at the lowest level, then at higher levels. … anyone can read Slashdot, anonymous cowards can post, non-anonymous cowards can post with a higher rating. But to moderate, you really have to have been around for a while. Missing block?

Groups
Groups
Norms
- Vilification
- Veneration
- Rules
Jargon & In-Jokes
Collective Choices

Norms Missing block?

Vilification
Veneration

Conversations

4.) And, finally, you have to find a way to spare the group from scale. Scale alone kills conversations, because conversations require dense two-way conversations. [Dunbar] found that the MAXIMUM number of people that a person could keep up with socially at any given time, gossip maintenance, was 150. This doesn't mean that people don't have 150 people in their social network, but that they only keep tabs on 150 people max at any given point.

Sharing

Presence Conversations Sharing Relationships Groups Reputation Identity Self Community Activity Rules & Repercussions Purpose/ Passion? Co-Creation? Planning? Caretakers? Collectively Rate? Publish?

Rules & Repercussions Purpose/ Passion? Co-Creation? Planning? Caretakers? Collectively Rate? Publish?

Design a community exercise Presence Conversations Sharing Relationships Groups Reputation Identity

Simple (hard) Steps
Have a compelling idea
Seed
Someone must live on the site
Community manager or you
Make the rules clear (and short)
Write a good TOS
Punish swiftly and nicely
Reward contributions
Spread the work out
Adapt to Community Norms
Apologize publicly, swiftly and frequently
Simple good software that grows with group

Does Software Matter? Robin Miller , Cofounder of Slahdot Joel Spolsky , Joel on Software

Probably not

Your take? Christina Wodtke http://www.slideshare.net/cwodtke http://www.publicquarehq.com

Where I store my acorns (of knowledge, ‘cause I’m squirrelly)
http://www.slideshare.net/cwodtke
http://del.icio.us/cwodtke/SocialMedia
http://www.eleganthack.com/blog
http://www.boxesandarrows.com/person/9-cwodtke

Patterns
Self
Identity
Avatar
Profile
Activity
Recommendations
Presence
Status
History
Statistics
Signs of Life
Keep Company
Reputation
Rules
Ratings
Community
Relationships
Add/remove friends
Define relationship
Initiate relationship
Groups
Norms
Vilification
Veneration
Interaction
Jargon
Collective Choices
Rules
Actions
Conversations
Public
Private
Caretakers
Sharing
Things
Activities
Progress
Secrets
http://social.itp.nyu.edu/shirky/wiki/?n=Main.PatternLanguage http://barcamp.org/BarCampBlockSocialMediaDesignPatterns

http://bokardo.com	715
http://www.marketingfacts.nl	338
http://jessicastanell.wordpress.com	306
http://www.blinkit.co.il	304
http://mikeg.typepad.com	109
http://www.eleganthack.com	103
http://blinkit.co.il	99
http://www.eclaireur.net	58
http://www.bokardo.com	50
http://bestengagingcommunities.com	40
http://www.passion2publish.com	34
http://www.netvibes.com	32
http://www.coherencegroup.com	23
http://mindcapital.ru	22
http://lms.ums.edu.my	19
http://www.rekeeb.com	15
http://eleganthack.com	14
http://hepguru.com	13
http://www.lucamondini.it	12
http://www.nieuwbouw20.nl	10
http://www.redefine.co.il	10
http://www.slideshare.net	9
http://www.linkist.com	9
http://myblogs.typepad.com	8
http://impetum.wordpress.com	8
http://gigamaster.blogspot.com	8
http://michael-nall.blogspot.com	6
http://www.bestengagingcommunities.com	6
http://gonzo.bhpbilliton.net	5
https://favelafabric.grouphub.com	5
http://www.doctrain.com	4
http://forum.fok.nl	4
http://www.olafmolenaar.com	4
http://userneeds.blogspot.com	4
http://sinapinsiemen.com	4
http://www.hanrss.com	4
http://wildfire.gigya.com	3
http://translate.googleusercontent.com	3
http://www.mobilemediaconsult.com	3
http://spatiallyrelevant.org	3
http://www.learningtochangebusiness.com	2
http://www.traveltravellers.com	2
http://www.idolpeeps.com	2
http://webcache.googleusercontent.com	2
http://online-custom-publishing.typepad.com	2
http://74.125.77.132	1
http://web-and-host.com	1
https://bbprod.stjohns.edu	1
http://www.marketing-xblog.com	1
http://www.diigo.com	1
http://www.cars-and-motorcycles-and-trucks.com	1

Designing Communities101507

by cwodtke on Oct 17, 2007

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Designing Communities101507 — Presentation Transcript