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  • \n
  • INT: Who likes to work? Who likes to dream?\nStory: it was all about dream\n\n
  • INT: Who likes to work? Who likes to dream?\nStory: it was all about dream\n\n
  • INT: Who likes to work? Who likes to dream?\nStory: it was all about dream\n\n
  • INT: Who likes to work? Who likes to dream?\nStory: it was all about dream\n\n
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  • TODO fotka coding\n
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  • INT: Who likes to work? Who likes to dream?\nStory: it was all about dream\n\n
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  • INT: definice\n
  • INT: definice?\n
  • INT: definice?\n
  • todo\n
  • todo\n
  • INT: definice?\n
  • INT: definice?\n
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  • todo anim\n\nBOTTOM LINE: \n- to engage in a community, you need to create an environment of connected and interacting people which brings benefit to them\nNOT many things - anything else, actuallyy\n
  • todo anim\n\nBOTTOM LINE: \n- to engage in a community, you need to create an environment of connected and interacting people which brings benefit to them\nNOT many things - anything else, actuallyy\n
  • todo anim\n\nBOTTOM LINE: \n- to engage in a community, you need to create an environment of connected and interacting people which brings benefit to them\nNOT many things - anything else, actuallyy\n
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  • mýtus: komunitu vlastní admin\n
  • mýtus: komunitu vlastní admin\n
  • propojit lidi z long tailu\nzpůsobit akci\nnavýšit vědomí\n
  • propojit lidi z long tailu\nzpůsobit akci\nnavýšit vědomí\n
  • propojit lidi z long tailu\nzpůsobit akci\nnavýšit vědomí\n
  • propojit lidi z long tailu\nzpůsobit akci\nnavýšit vědomí\n
  • hlaska: can’t be different from comty goals\nwe’re just a “power member” of the community\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
  • TODO DOPLNIT\n\n
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  • BOTTOM LINE:\n- \n
  • BOTTOM LINE:\n- \n
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  • mýtus: komunitu lze řídit\n
  • mýtus: komunitu lze řídit\n
  • mýtus: komunitu lze řídit\n
  • TODO TIME?\n
  • TODO TIME?\n
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  • TODO TIME?\n
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  • INT: Who likes to work? Who likes to dream?\nStory: it was all about dream\n\n
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Transcript

  • 1. COMMUNITIES 101 DAN FRANC
  • 2. = COMMUNITIES
  • 3. EFFECTIVE DURABLE SCALABLEFOR YOU & FOR THEM = COMMUNITIES
  • 4. ????!!!!!!
  • 5. CAN’T OWN THEMCAN’T MANAGE THEM CAN’T CREATE THEM ????!!!!!!
  • 6. THE POINT IS...: 1. COMMUNITIES CAN HELP CUSTOMER RELATIONS ON A GRAND SCALE2. THEY EMERGE GRASSROOT - YET THEY CAN BE HELPED3. THEY FOLLOW CERTAIN DEVELOPMENT PATTERN THAT CAN BE SUPPORTED AND ACCELERATED 4. A CORPORATE PARTNER CAN BE INVOLVED INTO A VARYING EXTENT - THE CHOICE IS YOURS
  • 7. COMMUNITY IS...
  • 8. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE
  • 9. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE (VIA A SHARED PASSION *))*) NOT NECESSARILY GOALS, INTEREST OR DEMOGRAPHICS
  • 10. COMMUNITY IS NOT AFOLLOWING, WHERE MANY FOLLOW ONE.
  • 11. COMMUNITY IS NOT A SOCIALMEDIA PAGE WITH ONLY 2-WAY COMMUNICATION.
  • 12. COMMUNITY IS A BUNCH OFCONNECTED AND ___________ PEOPLE
  • 13. COMMUNITY IS A BUNCH OFCONNECTED AND INTERACTING PEOPLE.
  • 14. COMMUNITY SIZE DOESN’TMATTER AS LONG AS PEOPLE ARE CONNECTED AND INTERACTING
  • 15. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE VIA APASSION AND INTERACTION,WHICH GIVES ITS MEMBERS SOMETHING: SENSE.
  • 16. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE VIA APASSION AND INTERACTION,WHICH GIVES ITS MEMBERS SOMETHING: SENSE. “My life is better”
  • 17. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE VIA APASSION AND INTERACTION,WHICH GIVES ITS MEMBERS SOMETHING: SENSE. “I belong to” “My life is better”
  • 18. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE VIA APASSION AND INTERACTION,WHICH GIVES ITS MEMBERS SOMETHING: SENSE. “I live my passion” “I belong to” “My life is better”
  • 19. Bottom line of the nature of communities: To see a community develop, you need to support creation of an environment of connected and interacting people, which makes their life better. Structures without these elements might not be acommunities and the community power might not be applicable to them.
  • 20. PEOPLE NEED TO BELONG / TO A COMMUNITY
  • 21. BECAUSE OFITS RICHNESS
  • 22. BECAUSE OF BECAUSE OFITS RICHNESS ITS POWER
  • 23. BECAUSE OF BECAUSE OFITS RICHNESS ITS POWER
  • 24. COMMUNITY ISN’T JUSTA CROWD. IT’S A TRIBE.
  • 25. PEOPLE SEARCH THEIR TRIBE
  • 26. PEOPLE LOOK FOR THEIR TRIBE
  • 27. RELATIONSHIPS: FAMILY ACTIVITY: SPONTANEOUS CREATIVITY: WILD & CHAOTIC PARTICIPATION: ENGAGED LOYALTY: HIGHPEOPLE LOOK FOR THEIR TRIBE
  • 28. LET’S HELP THEM FIND IT!
  • 29. BUT HEY, WE DON’T NEED A BOSS!
  • 30. WE NEED A PLUMBER, AGARDENER AND A GATEKEEPER BUT HEY, WE DON’T NEED A BOSS!
  • 31. ?
  • 32. ?CAN WE PROVIDE THESE?
  • 33. ?AND WHAT’S IN IT FOR US?
  • 34. AND WHAT’S IN IT FOR US?IT MUST BE ESSENTIALLY THE SAME, WHAT’S IN IT FOR MEMBERS. YOU ARE ONLY ONE OF THE COMMUNITY MEMBERS, AFTER ALL.
  • 35. RELATIONSHIPS: FAMILY ACTIVITY: SPONTANEOUSCREATIVITY: WILD & CHAOTIC PARTICIPATION: ENGAGED LOYALTY: HIGHAND WHAT’S IN IT FOR US? IT MUST BE ESSENTIALLY THE SAME, WHAT’S IN IT FOR MEMBERS. YOU ARE ONLY ONE OF THE COMMUNITY MEMBERS, AFTER ALL.
  • 36. AND WHAT’S IN IT FOR US?
  • 37. Attract to tech Build loyalty Get feedback Build buzz Learn about customer needsBuild awareness Educate the system Find people Have things doneTap the innovations AND WHAT’S IN IT FOR US?
  • 38. IT’S NOTA MARKETING TOOL !
  • 39. old school communication community communication
  • 40. old school communication community communicationwe launch campaigns to the we insert stimuli into community community the community talks to us & all in
  • 41. old school communication community communicationwe launch campaigns to the we insert stimuli into community community we communicate one way the community talks to us & all in it
  • 42. old school communication community communicationwe launch campaigns to the we insert stimuli into community community we communicate one way the community talks to us & all in it it’s the community members whoit’s only us who talk about us talk about us
  • 43. old school communication community communicationwe launch campaigns to the we insert stimuli into community community we communicate one way the community talks to us & all in it it’s the community members whoit’s only us who talk about us talk about us we talk to a community we are members of a community
  • 44. old school communication community communicationwe launch campaigns to the we insert stimuli into community community we communicate one way the community talks to us & all in it it’s the community members whoit’s only us who talk about us talk about us we talk to a community we are members of a community we do market studies the market explains itself to us
  • 45. BUT: MEMBERS’ INTEREST MUST GO FIRST. ALMOST.
  • 46. (ACTUALLY: IT’S THECOMMUNITY LEADERS INTERESTS WHICH GO FIRST)
  • 47. Bottom line of the tribal leadership:You have to find out what your audience is passionateabout - best by listening to the existing chatter, whichalso proves that this passion has the power to connect.Then create a mechanism for people to relate to one another based on that passion. Be aware of the benefits for you, but don’t buildeverything on them and don’t see the community asyour marketing branch. That’s the zen way of getting from communities what you don’t cling to.
  • 48. BUILDING A COMMUNITY
  • 49. BUILDING A COMMUNITY
  • 50. BUILDING A COMMUNITY
  • 51. “INSPIRING COMMUNITY GROWTH”
  • 52. 1. UNDERSTAND
  • 53. 1. UNDERSTAND 2. SEEDING
  • 54. 1. UNDERSTAND 2. SEEDING 3. TEST RUN
  • 55. 1. UNDERSTAND 2. SEEDING 3. TEST RUN4. PUBLIC OPENING
  • 56. 1. UNDERSTAND 2. SEEDING 3. TEST RUN4. PUBLIC OPENING5. SUSTAINABILITY
  • 57. IT DOES TAKE TIMETO GETTO THESTARS
  • 58. TAKE ONLYONE STEP AT A TIME SO THAT YOU CANBACKTRACK EASILY.
  • 59. BETTER MANYSMALL STEPS THAN ONE BIG LEAP.
  • 60. ONCE THECOMMUNITY GETS ROLLING, NOTHINGCAN STOP IT.
  • 61. Bottom line of the community evolution:Newly evolved communities follow similar patterns of their growth but you never can be sure how the individual steps will look like and how long they will take. But once the mass of energy, people and connections is created, it’s undestructible.
  • 62. WHY A COMMUNITY?
  • 63. 1. UNDERSTAND WHY A COMMUNITY?
  • 64. IS THERE A POTENTIAL FOR A COMMUNITY?
  • 65. IS THERE A POTENTIAL FOR A COMMUNITY? PASSIONATE THEME?
  • 66. IS THERE A POTENTIAL FOR A COMMUNITY? PASSIONATE THEME? BEING DISCUSSED?
  • 67. IS THERE A POTENTIAL FOR A COMMUNITY? PASSIONATE THEME? BEING DISCUSSED?BY “ENOUGH” PEOPLE?
  • 68. IS THERE A POTENTIAL FOR A COMMUNITY? PASSIONATE THEME? BEING DISCUSSED?BY “ENOUGH” PEOPLE?
  • 69. IF YES...
  • 70. IF YES...who the community will be mainly for about?
  • 71. IF YES...who the community will be mainly for about? how members benefit and how?
  • 72. IF YES...who the community will be mainly for about? how members benefit and how? how organizers benefit and how?
  • 73. IF YES...who the community will be mainly for about? how members benefit and how? how organizers benefit and how? how you benefit and how?
  • 74. DECIDE “WHY” A COMMUNITY
  • 75. DECIDE “WHY” A COMMUNITYIs a community the right way to achieve the benefits?
  • 76. DECIDE “WHY” A COMMUNITY Is a community the right way to achieve the benefits?In your country and around the passion you identified.. is there potential for a community ?
  • 77. DECIDE “WHY” A COMMUNITY Is a community the right way to achieve the benefits?In your country and around the passion you identified.. is there potential for a community ? Does the management support the initiative?
  • 78. BUILD ON VALUES
  • 79. BUILD ON VALUES Values Norms Behaviors
  • 80. BUILD ON VALUES Values NormsBehaviors THIS IS HOW IT’S OFTEN DONE, BUT IT’S NOT NECESSARILY GREAT. DEFINING JUST BEHAVIORS OR RULES DOESN’T PROVIDE A STRONG GUIDANCE FOR NEW INITIATIVES OR IDEAS.
  • 81. BUILD ON VALUES Values NormsBehaviors THIS IS HOW IT’S OFTEN DONE, BUT IT’S NOT NECESSARILY GREAT. DEFINING JUST BEHAVIORS OR RULES DOESN’T PROVIDE A STRONG GUIDANCE FOR NEW INITIATIVES OR IDEAS.
  • 82. BUILD ON VALUESValues Norms Behaviors
  • 83. DECIDE ON THE SUPPORT FORM
  • 84. DECIDE ON THE SUPPORT FORM• EVENTS
  • 85. DECIDE ON THE SUPPORT FORM• EVENTS• CONTENTS
  • 86. DECIDE ON THE SUPPORT FORM• EVENTS• CONTENTS• “VIP TREATMENT” of organizers
  • 87. DECIDE ON THE SUPPORT FORM• EVENTS• CONTENTS• “VIP TREATMENT” of organizers• PROMO & PR
  • 88. DECIDE ON THE SUPPORT FORM• EVENTS• CONTENTS• “VIP TREATMENT” of organizers• PROMO & PR• SWAG
  • 89. DECIDE ON THE SUPPORT FORM• EVENTS• CONTENTS• “VIP TREATMENT” of organizers• PROMO & PR• SWAG• MENTORING/ COACHING
  • 90. DECIDE ON THE SUPPORT FORM• EVENTS • PLATFORM CREATION• CONTENTS• “VIP TREATMENT” of organizers• PROMO & PR• SWAG• MENTORING/ COACHING
  • 91. DECIDE ON THE SUPPORT FORM• EVENTS • PLATFORM CREATION• CONTENTS • NETWORKING• “VIP TREATMENT” of organizers• PROMO & PR• SWAG• MENTORING/ COACHING
  • 92. DECIDE ON THE SUPPORT FORM• EVENTS • PLATFORM CREATION• CONTENTS • NETWORKING• “VIP TREATMENT” of • FINANCIAL SUPPORT organizers• PROMO & PR• SWAG• MENTORING/ COACHING
  • 93. WANT MORE?THEN DECIDE IF YOU HAVE THE BALLS... ... to deal with community specifics: ... long run ... unpredictability ... more facilitation than management ... shared ownership ... work with volunteers ... creating a non-corporate atmosphere
  • 94. Bottom line of the community preparation: You have to decide whether a community is a right form for your goals and how much you want to be involved. If the community “doesn’t exist”, don’t even try tostart it. Otherwise, at the minimum, you can setup thetone and create an “empty garden” for seeds to arrive (hopefully).If you decide to support a community, you must learn a non-hierarchical managerial style and let go your control of ownership.
  • 95. PREPARINGTHE GROUND
  • 96. 2. SEEDING PREPARING THE GROUND
  • 97. ACCEPT SHARED CONTROL
  • 98. ACCEPT SHARED CONTROL old school control community control our community members createour company people create values values our company “owns” people who our company “attracts” people create values who create values our company participates in theour company owns the product or ownership of the community the platform productsour company owns all know-how or the knowledge is spread among can choose to open it community membersdecisions in our company are top- decisions in our community are down and hierarchical spread and non-hierarchical
  • 99. AGAIN: TAKING MORE THAN ONE STEP AT ATIME MIGHT COST YOU SOME BACKTRACKING
  • 100. FORGET ABOUT A PERFECT COMMUNITY DESIGN.IT’S AN ITERATION AFTER ITERATION
  • 101. Bottom line of the seeding phase:It’ll be as good as will be the people who will actuallybe the gravity points towards which other organizers, members and activity recipients will be attracted. And if you manage to get those leaders under one umbrella, you will create a potential to multiply theireffect and help creation of a truly national community. Don’t plan too much though.
  • 102. OPEN IT, BUT STAY CALM
  • 103. 3. TEST RUNOPEN IT, BUT STAY CALM
  • 104. GET PUBLICLY AND GROW EXCITED
  • 105. 4. PUBLIC LAUNCHGET PUBLICLY AND GROW EXCITED
  • 106. FOR THEGROWTH, FORGETABOUT A CENTER. THE MOVEMENT IS DEFINED BY THE PERIPHERY
  • 107. YET ANOTHER GOLDEN MANTRA You can’t make people join a community, become organizers or create events. All you can do is to create an attractive environment that
  • 108. LET IT GROW.AND LET IT BE.
  • 109. 5. SUSTAINABILITYLET IT GROW.AND LET IT BE.
  • 110. IT MIGHT RUN ON AUTOPILOT.
  • 111. COMMUNITIES ARE LIKE A MOON. THEY’RE EITHER GROWING, OR DECREASING.
  • 112. ALWAYS CHANGE THINGS, ALWAYS ADD THINGS.
  • 113. AND WHEN THEIR TIME COMES, LET THEM GO
  • 114. Bottom line of the sustained growth: Don’t go on autopilot.The energy/resources that you’ll get by seeing many of the things done by the community can now be spenton new projects, new chapters, new dreams - and on dealing with leadership succession and activity terminations.
  • 115. Daniel Francdan@gug.czGoogle+http://plus.ly/danfranclinkedIn: Daniel Franc