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Do we need a managament Theory for Community Building?
 

Do we need a managament Theory for Community Building?

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  • Also see http://lists.theopensourceway.org/pipermail/metrics-wg/2011-November/000007.html
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  • This blog post and presentation is also useful in this context: http://redmonk.com/dberkholz/2012/04/18/adoption-of-software-is-a-funnel/
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    Do we need a managament Theory for Community Building? Do we need a managament Theory for Community Building? Presentation Transcript

    • Lars KurthXen Community Managerlars.kurth@xen.org
      Do we need a Management Theory for Community Building?
    • Phrases that came up in earlier sessions!
      “The Unwritten Rules that determine the Growth of Community”
      “Let’s sprinkle a little Community Magic!”
      This made me think: Community Developmentshould neither be Magic nor follow Unwritten Rules!
    • Renaissance of Community
      More and more companies spend money on Community
      There never have been so many Community Managers
      Jono Bacon @ OSCON 2011
      coined the idea that Community Management is at the beginningof its own Renaissance
      So: Community is getting more important!
    • So what about Prior Art?
      A few good books
      Lots of good presentations at open source conferences and workshops
      Much on Sociology and Community
      BUT:
      Too much focus on the mechanics, tools, etc. of Open Source
      Much on techniques that help solvepoint problems
      http://www.theopensourceway.org/book/
      Etc.
    • What is missing?
      What is missing is the big simple picture
      A simple management theory/metaphor of community development
      Needs to unify existing knowledge
      And cover
      People to people interactions
      Marketing theories and the impact of social media
      The mechanics of Open Source (tools, licensing, mechanics, etc.)
      When does it make sense for corporations to invest in Community?
    • Funnels: Example of an Idea that can help!
      Sales and marketing uses the idea of a “Funnel” as a systematic model to selling a product or service
      The basic structure could be adapted to visualizing the growth of an Open Source Community
      Also works for Freemium business models and social media communities
    • Awareness
      Users
      Contributors
      Maintainers, Committers,Project Leads
      Measure, how well you are doing
      Occasional
      Active
      Support Brand
      Trial Software
      Follow News
      Silent Users
      Engaged
      Users
      Active
      Users
      Rewards
      Partnerships & Support
      Governance
      Recognition
      Business Opportunities
      Community Activity
      Volunteer Programs
      Documentation
      Partnerships
      User Experience
      Values
      Eco-system (Tooling, Projects, Services)
      Website Presence
      Event Presence
      Perceived Momentum
      Social & Media Buzz
      Activities Supporting or SlowingCommunity Development
      Brand
    • Other Disciplines that may Help!
      Change Management
      Other Marketing Theories
      Funnels could be connected to Strategy Maps & Balanced Score Cards
      Probably there are lots more
    • So do we need a Management Theoryfor Community?
      I think so!
      My job would become easier!
      If you are interested in developing these ideas get in touch:
      lars.kurth@xen.org@lars_kurth@xen_com_mgr